Consumer Appliances in Turkey

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Consumer appliances sales stagnate in 2022
• Average unit prices skyrocket due to a myriad of challenges
• Domestic players maintain their strong places thanks to high levels of consumer trust, wide distribution, and affordable prices
• E-commerce sees ongoing growth, with discounters are set to benefit
• Consumer appliances is expected to demonstrate a positive growth by 2027

MARKET INDICATORS

• Table 1 Household Penetration of Selected Total Stock Consumer Appliances by Category 2018-2023
• Table 2 Replacement Cycles of Consumer Appliances by Category 2018-2023

MARKET DATA

• Table 3 Sales of Consumer Appliances by Category: Volume 2017-2022
• Table 4 Sales of Consumer Appliances by Category: Value 2017-2022
• Table 5 Sales of Consumer Appliances by Category: % Volume Growth 2017-2022
• Table 6 Sales of Consumer Appliances by Category: % Value Growth 2017-2022
• Table 7 Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2017-2022
• Table 8 Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2017-2022
• Table 9 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2017-2022
• Table 10 Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2017-2022
• Table 11 Sales of Small Appliances by Category: Volume 2017-2022
• Table 12 Sales of Small Appliances by Category: Value 2017-2022
• Table 13 Sales of Small Appliances by Category: % Volume Growth 2017-2022
• Table 14 Sales of Small Appliances by Category: % Value Growth 2017-2022
• Table 15 NBO Company Shares of Major Appliances: % Volume 2018-2022
• Table 16 LBN Brand Shares of Major Appliances: % Volume 2019-2022
• Table 17 NBO Company Shares of Small Appliances: % Volume2018-2022
• Table 18 LBN Brand Shares of Small Appliances: % Volume2019-2022
• Table 19 Distribution of Major Appliances by Format: % Volume 2017-2022
• Table 20 Distribution of Small Appliances by Format: % Volume 2017-2022
• Table 21 Forecast Sales of Consumer Appliances by Category: Volume 2022-2027
• Table 22 Forecast Sales of Consumer Appliances by Category: Value 2022-2027
• Table 23 Forecast Sales of Consumer Appliances by Category: % Volume Growth 2022-2027
• Table 24 Forecast Sales of Consumer Appliances by Category: % Value Growth 2022-2027
• Table 25 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Volume 2022-2027
• Table 26 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: Value 2022-2027
• Table 27 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Volume Growth 2022-2027
• Table 28 Forecast Sales of Major Appliances by Category and Built-in/Freestanding Split: % Value Growth 2022-2027
• Table 29 Forecast Sales of Small Appliances by Category: Volume 2022-2027
• Table 30 Forecast Sales of Small Appliances by Category: Value 2022-2027
• Table 31 Forecast Sales of Small Appliances by Category: % Volume Growth 2022-2027
• Table 32 Forecast Sales of Small Appliances by Category: % Value Growth 2022-2027

DISCLAIMER

SOURCES

• Summary 1 Research Sources

REFRIGERATION APPLIANCES IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Refrigeration appliances fall into a negative decline following the boost in sales seen during the pandemic lockdowns
• Unit price hikes act as a deterrent for price-sensitive consumers
• Arcelik maintains its lead as all players continue to enhance their e-commerce offerings

PROSPECTS AND OPPORTUNITIES

• Positive growth is predicted during the forecast period
• Demand for built-in refrigeration appliances is expected to increase
• Discounters and e-commerce will continue to gain from economic uncertainty

CATEGORY DATA

• Table 33 Sales of Refrigeration Appliances by Category: Volume 2017-2022
• Table 34 Sales of Refrigeration Appliances by Category: Value 2017-2022
• Table 35 Sales of Refrigeration Appliances by Category: % Volume Growth 2017-2022
• Table 36 Sales of Refrigeration Appliances by Category: % Value Growth 2017-2022
• Table 37 Sales of Freezers by Format: % Volume 2017-2022
• Table 38 Sales of Freezers by Volume Capacity: % Volume 2017-2022
• Table 39 Sales of Fridge Freezers by Format: % Volume 2017-2022
• Table 40 Sales of Fridge Freezers by Volume Capacity: % Volume 2017-2022
• Table 41 Sales of Fridge Freezers by Connected Appliances: % Volume 2018-2022
• Table 42 Sales of Fridges by Volume Capacity: % Volume 2017-2022
• Table 43 NBO Company Shares of Refrigeration Appliances: % Volume 2018-2022
• Table 44 LBN Brand Shares of Refrigeration Appliances: % Volume 2019-2022
• Table 45 NBO Company Shares of Built-in Fridge Freezers: % Volume 2018-2022
• Table 46 NBO Company Shares of Freestanding Fridge Freezers: % Volume 2018-2022
• Table 47 NBO Company Shares of Built-in Fridges: % Volume 2018-2022
• Table 48 NBO Company Shares of Freestanding Fridges: % Volume 2018-2022
• Table 49 Distribution of Refrigeration Appliances by Format: % Volume 2017-2022
• Table 50 Production of Refrigeration Appliances: Total Volume 2017-2022
• Table 51 Forecast Sales of Refrigeration Appliances by Category: Volume 2022-2027
• Table 52 Forecast Sales of Refrigeration Appliances by Category: Value 2022-2027
• Table 53 Forecast Sales of Refrigeration Appliances by Category: % Volume Growth 2022-2027
• Table 54 Forecast Sales of Refrigeration Appliances by Category: % Value Growth 2022-2027

HOME LAUNDRY APPLIANCES IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Higher standards of cleanliness during the era of COVID-19 means consumers have already purchased new home laundry appliances
• Energy efficiency becomes increasingly important since the introduction of the EU energy labels
• Players continue to increase their e-commerce and omnichannel strategies

PROSPECTS AND OPPORTUNITIES

• Home laundry appliances set to see a bright future in terms of volume growth
• Technologically advanced and environmentally friendly products to increase
• High-capacity appliances to gain in popularity, in line with consumers seeking greater efficiency with one wash cycle

CATEGORY DATA

• Table 55 Sales of Home Laundry Appliances by Category: Volume 2017-2022
• Table 56 Sales of Home Laundry Appliances by Category: Value 2017-2022
• Table 57 Sales of Home Laundry Appliances by Category: % Volume Growth 2017-2022
• Table 58 Sales of Home Laundry Appliances by Category: % Value Growth 2017-2022
• Table 59 Sales of Automatic Washer Dryers by Connected Appliances: % Volume 2017-2022
• Table 60 Sales of Automatic Washing Machines by Format: % Volume 2017-2022
• Table 61 Sales of Automatic Washing Machines by Volume Capacity: % Volume 2017-2022
• Table 62 Sales of Automatic Washing Machines by Connected Appliances: % Volume 2018-2022
• Table 63 NBO Company Shares of Home Laundry Appliances: % Volume 2018-2022
• Table 64 LBN Brand Shares of Home Laundry Appliances: % Volume 2019-2022
• Table 65 Distribution of Home Laundry Appliances by Format: % Volume 2017-2022
• Table 66 Production of Home Laundry Appliances: Total Volume 2017-2022
• Table 67 Forecast Sales of Home Laundry Appliances by Category: Volume 2022-2027
• Table 68 Forecast Sales of Home Laundry Appliances by Category: Value 2022-2027
• Table 69 Forecast Sales of Home Laundry Appliances by Category: % Volume Growth 2022-2027
• Table 70 Forecast Sales of Home Laundry Appliances by Category: % Value Growth 2022-2027

DISHWASHERS IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Dishwashers follows same declining trends as other large appliances
• Consumers increasingly seek eco-friendly dishwashers
• Players now target male consumers, as well as women, with their marketing efforts

PROSPECTS AND OPPORTUNITIES

• Improving economic conditions and revived housing market to positively affect sales over the forecast period
• New connected technology offers exciting potential within dishwashers
• Players offering the best value for money and greatest convenience set to see the strongest sales

CATEGORY DATA

• Table 71 Sales of Dishwashers by Category: Volume 2017-2022
• Table 72 Sales of Dishwashers by Category: Value 2017-2022
• Table 73 Sales of Dishwashers by Category: % Volume Growth 2017-2022
• Table 74 Sales of Dishwashers by Category: % Value Growth 2017-2022
• Table 75 Sales of Dishwashers by Format: % Volume 2017-2022
• Table 76 Sales of Dishwashers by Connected Appliances: % Volume 2018-2022
• Table 77 NBO Company Shares of Dishwashers: % Volume 2018-2022
• Table 78 LBN Brand Shares of Dishwashers: % Volume 2019-2022
• Table 79 Distribution of Dishwashers by Format: % Volume 2017-2022
• Table 80 Production of Dishwashers: Total Volume 2017-2022
• Table 81 Forecast Sales of Dishwashers by Category: Volume 2022-2027
• Table 82 Forecast Sales of Dishwashers by Category: Value 2022-2027
• Table 83 Forecast Sales of Dishwashers by Category: % Volume Growth 2022-2027
• Table 84 Forecast Sales of Dishwashers by Category: % Value Growth 2022-2027

LARGE COOKING APPLIANCES IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Home-cooking trend is over with a return to out-of-home lifestyles
• New technologies are launched to catch consumers' attention and meet rising health and wellness trends
• Connected devices increasingly noted, with local player Arcelik leading the charge

PROSPECTS AND OPPORTUNITIES

• Sales to recover in line with cross-category trends
• Demand for greater convenience will stimulate further interest in connected appliances
• Arcelik AS to preserve its leading position

CATEGORY DATA

• Table 85 Sales of Large Cooking Appliances by Category: Volume 2017-2022
• Table 86 Sales of Large Cooking Appliances by Category: Value 2017-2022
• Table 87 Sales of Large Cooking Appliances by Category: % Volume Growth 2017-2022
• Table 88 Sales of Large Cooking Appliances by Category: % Value Growth 2017-2022
• Table 89 Sales of Built-in Hobs by Format: % Volume 2017-2022
• Table 90 Sales of Ovens by Connected Appliances: % Volume 2018-2022
• Table 91 NBO Company Shares of Large Cooking Appliances: % Volume 2018-2022
• Table 92 LBN Brand Shares of Large Cooking Appliances: % Volume 2019-2022
• Table 93 NBO Company Shares of Built-in Hobs: % Volume 2018-2022
• Table 94 NBO Company Shares of Ovens: % Volume 2018-2022
• Table 95 NBO Company Shares of Cooker Hoods: % Volume 2018-2022
• Table 96 NBO Company Shares of Built-in Cooker Hoods: % Volume 2018-2022
• Table 97 NBO Company Shares of Freestanding Cooker Hoods: % Volume 2018-2022
• Table 98 NBO Company Shares of Cookers: % Volume 2018-2022
• Table 99 Distribution of Large Cooking Appliances by Format: % Volume 2017-2022
• Table 100 Production of Large Cooking Appliances: Total Volume 2017-2022
• Table 101 Forecast Sales of Large Cooking Appliances by Category: Volume 2022-2027
• Table 102 Forecast Sales of Large Cooking Appliances by Category: Value 2022-2027
• Table 103 Forecast Sales of Large Cooking Appliances by Category: % Volume Growth 2022-2027
• Table 104 Forecast Sales of Large Cooking Appliances by Category: % Value Growth 2022-2027

MICROWAVES IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Microwaves continues to see declining trend as such appliances remain niche
• Negative perceptions prevail, posing ongoing challenges for microwaves
• Additional pressures added by the economic situation pushing up unit prices

PROSPECTS AND OPPORTUNITIES

• Possible growth may come in line with cross-category trends
• Consumer demand for built-in microwaves is predicted to rise
• The shares of discounters and e-commerce are set to see good growth

CATEGORY DATA

• Table 105 Sales of Microwaves by Category: Volume 2017-2022
• Table 106 Sales of Microwaves by Category: Value 2017-2022
• Table 107 Sales of Microwaves by Category: % Volume Growth 2017-2022
• Table 108 Sales of Microwaves by Category: % Value Growth 2017-2022
• Table 109 Sales of Microwaves by Connected Appliances: % Volume 2018-2022
• Table 110 NBO Company Shares of Microwaves: % Volume 2018-2022
• Table 111 LBN Brand Shares of Microwaves: % Volume 2019-2022
• Table 112 Distribution of Microwaves by Format: % Volume 2017-2022
• Table 113 Production of Microwaves: Total Volume 2017-2022
• Table 114 Forecast Sales of Microwaves by Category: Volume 2022-2027
• Table 115 Forecast Sales of Microwaves by Category: Value 2022-2027
• Table 116 Forecast Sales of Microwaves by Category: % Volume Growth 2022-2027
• Table 117 Forecast Sales of Microwaves by Category: % Value Growth 2022-2027

FOOD PREPARATION APPLIANCES IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Food preparation appliances bucks negative trend seen in large appliances and maintains marginal growth
• Food blogger trend continues, to further support sales in food preparation appliances
• Local player Arzum maintains its top place across multiple subcategories thanks to offering high quality at affordable prices

PROSPECTS AND OPPORTUNITIES

• Volume sales will maintain positive momentum over the forecast period
• Increased number of cooking recipe websites and food bloggers continue to inspire consumers
• E-commerce and discounters will see ongoing importance for food preparation appliance sales

CATEGORY DATA

• Table 118 Sales of Food Preparation Appliances by Category: Volume 2017-2022
• Table 119 Sales of Food Preparation Appliances by Category: Value 2017-2022
• Table 120 Sales of Food Preparation Appliances by Category: % Volume Growth 2017-2022
• Table 121 Sales of Food Preparation Appliances by Category: % Value Growth 2017-2022
• Table 122 NBO Company Shares of Food Preparation Appliances: % Volume 2018-2022
• Table 123 LBN Brand Shares of Food Preparation Appliances: % Volume 2019-2022
• Table 124 Distribution of Food Preparation Appliances by Format: % Volume 2017-2022
• Table 125 Forecast Sales of Food Preparation Appliances by Category: Volume 2022-2027
• Table 126 Forecast Sales of Food Preparation Appliances by Category: Value 2022-2027
• Table 127 Forecast Sales of Food Preparation Appliances by Category: % Volume Growth 2022-2027
• Table 128 Forecast Sales of Food Preparation Appliances by Category: % Value Growth 2022-2027

SMALL COOKING APPLIANCES IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Consumers' return to out-of-home lifestyles ends boom in sales
• Light fryers is seeing the highest volume sales performance
• Average unit prices continue to rise, turning lower-income consumers away from the category

PROSPECTS AND OPPORTUNITIES

• Recovery in sales expected over the forecast period
• Busy, modern lifestyles and the need for convenience will support growth
• Local companies will continue to lead thanks to their strong quality-to-cost ratios and high consumer trust

CATEGORY DATA

• Table 129 Sales of Small Cooking Appliances by Category: Volume 2017-2022
• Table 130 Sales of Small Cooking Appliances by Category: Value 2017-2022
• Table 131 Sales of Small Cooking Appliances by Category: % Volume Growth 2017-2022
• Table 132 Sales of Small Cooking Appliances by Category: % Value Growth 2017-2022
• Table 133 Sales of Freestanding Hobs by Format: % Volume 2017-2022
• Table 134 NBO Company Shares of Small Cooking Appliances: % Volume 2018-2022
• Table 135 LBN Brand Shares of Small Cooking Appliances: % Volume 2019-2022
• Table 136 Distribution of Small Cooking Appliances by Format: % Volume 2017-2022
• Table 137 Forecast Sales of Small Cooking Appliances by Category: Volume 2022-2027
• Table 138 Forecast Sales of Small Cooking Appliances by Category: Value 2022-2027
• Table 139 Forecast Sales of Small Cooking Appliances by Category: % Volume Growth 2022-2027
• Table 140 Forecast Sales of Small Cooking Appliances by Category: % Value Growth 2022-2027

VACUUM CLEANERS IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Sales boom in 2022, driven by astonishing popularity and performance of stick vacuum cleaners
• Robotic vacuum cleaners lose their novelty value and fall into negative growth from their triple-figures sales spikes
• Advertising methods switch to target men as well as women

PROSPECTS AND OPPORTUNITIES

• Sales will continue to be driven by stick vacuum cleaners
• Local companies will maintain their top places, thanks to ongoing investments into innovation
• E-commerce and discounters will continue to appeal strongly over the forecast period

CATEGORY DATA

• Table 141 Sales of Vacuum Cleaners by Category: Volume 2017-2022
• Table 142 Sales of Vacuum Cleaners by Category: Value 2017-2022
• Table 143 Sales of Vacuum Cleaners by Category: % Volume Growth 2017-2022
• Table 144 Sales of Vacuum Cleaners by Category: % Value Growth 2017-2022
• Table 145 Sales of Robotic Vacuum Cleaners by Connected Appliances: % Volume 2018-2022
• Table 146 NBO Company Shares of Vacuum Cleaners: % Volume 2018-2022
• Table 147 LBN Brand Shares of Vacuum Cleaners: % Volume 2019-2022
• Table 148 Distribution of Vacuum Cleaners by Format: % Volume 2017-2022
• Table 149 Forecast Sales of Vacuum Cleaners by Category: Volume 2022-2027
• Table 150 Forecast Sales of Vacuum Cleaners by Category: Value 2022-2027
• Table 151 Forecast Sales of Vacuum Cleaners by Category: % Volume Growth 2022-2027
• Table 152 Forecast Sales of Vacuum Cleaners by Category: % Value Growth 2022-2027

PERSONAL CARE APPLIANCES IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• Lesser need for personal care appliances as salons and hairdressers reopen
• Increased socialising benefits oral care products and facial cleaners
• Players turn to e-commerce and promotional activities to maintain volume sales

PROSPECTS AND OPPORTUNITIES

• Personal care appliances will be supported by the post-pandemic landscape over the forecast period
• The competition between multinational and local players is set to increase
• E-commerce to see its shares continue to grow - with the help of social media

CATEGORY DATA

• Table 153 Sales of Personal Care Appliances by Category: Volume 2017-2022
• Table 154 Sales of Personal Care Appliances by Category: Value 2017-2022
• Table 155 Sales of Personal Care Appliances by Category: % Volume Growth 2017-2022
• Table 156 Sales of Personal Care Appliances by Category: % Value Growth 2017-2022
• Table 157 Sales of Body Shavers by Format: % Volume 2017-2022
• Table 158 Sales of Hair Care Appliances by Format: % Volume 2017-2022
• Table 159 NBO Company Shares of Personal Care Appliances 2018-2022
• Table 160 LBN Brand Shares of Personal Care Appliances 2019-2022
• Table 161 Distribution of Personal Care Appliances by Format: % Volume 2017-2022
• Table 162 Forecast Sales of Personal Care Appliances by Category: Volume 2022-2027
• Table 163 Forecast Sales of Personal Care Appliances by Category: Value 2022-2027
• Table 164 Forecast Sales of Personal Care Appliances by Category: % Volume Growth 2022-2027
• Table 165 Forecast Sales of Personal Care Appliances by Category: % Value Growth 2022-2027

AIR TREATMENT PRODUCTS IN TURKEY

KEY DATA FINDINGS

2022 DEVELOPMENTS

• The summer weather of 2022 has not been favourable for air treatment products
• Air purifiers maintains small positive growth in an ongoing trend
• Expensive Japanese brands see less attention, as mass consumers become increasingly price-sensitive

PROSPECTS AND OPPORTUNITIES

• Air treatment products to benefit from stronger sales over the forecast period
• The weather temperatures in Turkey are expected to increase, further supporting sales
• More focus on energy efficiency, clean air, and smart sensor technologies over the forecast period

CATEGORY DATA

• Table 166 Sales of Air Treatment Products by Category: Volume 2017-2022
• Table 167 Sales of Air Treatment Products by Category: Value 2017-2022
• Table 168 Sales of Air Treatment Products by Category: % Volume Growth 2017-2022
• Table 169 Sales of Air Treatment Products by Category: % Value Growth 2017-2022
• Table 170 Sales of Air Conditioners by Connected Appliances: % Volume 2018-2022
• Table 171 NBO Company Shares of Air Treatment Products: % Volume 2018-2022
• Table 172 LBN Brand Shares of Air Treatment Products: % Volume 2019-2022
• Table 173 Distribution of Air Treatment Products by Format: % Volume 2017-2022
• Table 174 Production of Air Conditioners: Total Volume 2017-2022
• Table 175 Forecast Sales of Air Treatment Products by Category: Volume 2022-2027
• Table 176 Forecast Sales of Air Treatment Products by Category: Value 2022-2027
• Table 177 Forecast Sales of Air Treatment Products by Category: % Volume Growth 2022-2027
• Table 178 Forecast Sales of Air Treatment Products by Category: % Value Growth 2022-2027