Table of Content

Consumer Appliances in Turkey
Euromonitor International
December 2022

List Of Contents And Tables

CONSUMER APPLIANCES IN TURKEY
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
Ar?elik 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 Ar?elik 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
Ar?elik 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