Consumer appliances in 2024: The big picture
In 2024, consumer appliances in Turkey registered double-digit retail volume growth for a second consecutive year, following on from healthy single-digit increases in the early-to-mid-review period. At the end of the review period, the industry saw especially fast increases in certain categories.
2024 key trends
At the end of the review period, the key trends shaping consumer appliances in Turkey included a growing demand for smart home technologies, which presented opportunities for expansion in connected devices. Local consumers were increasingly drawn to sustainability-orientated products, driving interest in energy-efficient and eco-friendly appliances.
Competitive landscape
There was intense competition between local and international brands in consumer appliances in 2024. Domestic companies utilised adaptable strategies to create products that catered to specific consumer needs and rapidly evolving trends.
Retailing developments
E-commerce continued to build on the dynamic impetus afforded by the restrictions on physical retailing and consumer mobility in the wake of the Coronavirus (COVID-19) pandemic. The online channel continued to benefit from significant investments in infrastructure, both from brick-and-mortar retailers expanding their online presence and e-commerce specialists.
What next for consumer appliances?
Over the forecast period, consumer appliances is projected to see positive retail volume growth, albeit at a slower rate compared to the review period, due to increased levels of market maturity or saturation. Factors like a rise in new house sales, improved economic conditions, the demand for energy-efficient models and from Turkey's young urban population for modern, technologically advanced and smart appliances are set to push retail volume and value sales.
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Overview:
Understand the latest market trends and future growth opportunities for the Consumer Appliances industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Dishwashers
- Home Laundry Appliances
- Large Cooking Appliances
- Microwaves
- Refrigeration Appliances
- Air Treatment Products
- Food Preparation Appliances
- Personal Care Appliances
- Small Cooking Appliances
- Vacuum Cleaners
If you're in the Consumer Appliances industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Consumer Appliances in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Consumer Appliances in Turkey?
- Which are the leading brands in Turkey?
- How are products distributed in Turkey?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Consumer Appliances in Turkey
Consumer appliances in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
What next for consumer appliances?
DISCLAIMER
Dishwashers in Turkey
KEY DATA FINDINGS
Energy-efficiency concerns drive purchases of dishwashers
New dishwashers feature advanced technology and energy-savings
Companies offer special promotions to attract customers
Rising number of households to stimulate purchases of dishwashers
Wider selections and promotions to push e-commerce’s retail volume share
The competitive arena is set to be driven by pricing and innovation
Home Laundry Appliances in Turkey
KEY DATA FINDINGS
Price rises and a high penetration rate limit the growth potential for automatic washing machines
Urbanisation and technology advancements push exponential growth in the demand for automatic dryers
Smart and eco-friendly appliances gain momentum in 2024
Rise in house sales to stimulate consumer demand
Larger capacity and high-tech models are expected to drive growth
E-commerce to expand retail volume share with wider product ranges and online promotions
Large Cooking Appliances in Turkey
KEY DATA FINDINGS
A subdued housing market and pandemic-related spikes dampen demand at the end of the review period
Modern designs add dynamism to large cooking appliances
E-commerce continues to benefit from investments
Modern kitchen trend and a rising number of households to drive growth in large cooking appliances
Increasing demand for built-in models driven by the desire for modern kitchens
Promotions to drive interest and bundle purchases
Microwaves in Turkey
KEY DATA FINDINGS
Economic and cultural factors undermine the appeal of microwaves
Rising prices of microwaves subdue demand
Competition centres on pricing strategies
Modern households and lifestyles to spur interest in built-in microwaves
Energy-efficiency to drive consumer choices as electricity prices rise
E-commerce is set to increase its challenge to store-based retailing
Refrigeration Appliances in Turkey
KEY DATA FINDINGS
Freezers push strong retail volume growth amid declining new house sales
Consumer demand shifts towards larger, advanced fridge freezers
Companies offer promotions to retain and win new customers
Refrigeration appliances to benefit from more favourable economic and housing market conditions
High utility bills to push a demand for energy-efficient products
Electric wine coolers/chillers remain luxury items for Turkish consumers
Air Treatment Products in Turkey
KEY DATA FINDINGS
Split air conditioners enjoy a surge in demand
Consumers sensitive to respiratory issues and allergies boost the demand air purifiers
Beko’s strategic focus on innovation and sustainability and mid-priced positioning win over consumers
Global warming effects and innovation to spur purchases
AI technologies to shape air conditioners
Shift in consumer preferences towards higher capacity and energy-efficient air conditioners
Food Preparation Appliances in Turkey
KEY DATA FINDINGS
Home-cooking trend stimulates retail volume sales of food preparation appliances
Higher retail selling prices cost-effective models or perceived essential equipment
Local players lead through strong price-quality ratios
Versatility to continue to push demand
Increasing number of households to boost retail volume sales
Wide assortments and special online prices to push consumers towards e-commerce
Personal Care Appliances in Turkey
KEY DATA FINDINGS
Hikes in average retail current unit prices driven by hyperinflation and currency devaluation
Hair care appliances shape retail volume growth in personal care appliances
E-commerce strengthens its position with special promotions and stronger selections
Personal care appliances to thrive on younger demographics and urbanisation
Hair styling appliances to remain popular at-home devices
Pricing and technology are set to shape competition
Small Cooking Appliances in Turkey
KEY DATA FINDINGS
Fast acceptance of air fryers driven by interest in innovative, healthier and energy-efficient appliances
Desire for café-quality brews at home spur fast growth in coffee machines
Surges in average retail current unit prices amidst strong economic pressures
Health, convenience and innovation to spur retail volume growth in small cooking appliances
Modern living to stimulate fast uptake of coffee machines
Local brands to continue to compete strongly with international rivals in small cooking appliances
Vacuum Cleaners in Turkey
KEY DATA FINDINGS
Stick vacuum cleaners leverage convenience and energy-efficiency advantages to post the fastest retail volume growth
Local players gain through technological advances and affordable prices
E-commerce continues to rise as a key channel
Technological advancements, hygiene and practicality to drive purchases
Stick format to gain momentum through advanced energy ratings and convenience
Decline in dust bag models and rise in wet and dry vacuum cleaners
The following categories and subcategories are included:
Consumer Appliances
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- Built-In Major Appliances
- Freestanding Major Appliances
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- Built-in Dishwashers
- Freestanding Dishwashers
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- Built-in Home Laundry Appliances
- Freestanding Home Laundry Appliances
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- Built-in Automatic Dryers
- Freestanding Automatic Dryers
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- Built-in Automatic Washer Dryers
- Freestanding Automatic Washer Dryers
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- Built-in Automatic Washing Machines
- Freestanding Automatic Washing Machines
- Semi-Automatic Washing Machines
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- Built-in Large Cooking Appliances
- Freestanding Large Cooking Appliances
- Built-in Hobs
- Ovens
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- Built-in Cooker Hoods
- Freestanding Cooker Hoods
- Cookers
- Range Cookers
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- Built-in Microwaves
- Freestanding Microwaves
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- Built-in Refrigeration Appliances
- Freestanding Refrigeration Appliances
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- Built-in Electric Wine Coolers/Chillers
- Freestanding Electric Wine Coolers/Chillers
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- Built-in Freezers
- Freestanding Freezers
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- Built-in Fridge Freezers
- Freestanding Fridge Freezers
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- Built-in Fridges
- Freestanding Fridges
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- Air Purifiers
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- Portable Room Air Conditioners
- Split Air Conditioners
- Window Air Conditioners
- Air Coolers
- Cooling Fans
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- Dehumidifiers
- Humidifiers
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- Blenders
- Food Processors
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- Centrifugal Juicers
- Slow Juicers
- Mixers
- Other Food Preparation Appliances
- Heating Appliances
- Irons
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- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
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- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
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- Breadmakers
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- Espresso Coffee Machines
- Filter Coffee Machines
- Other Standard Coffee Machines
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- Hard Pods
- Soft Pods
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- Coffee Mills
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- Air Fryers
- Oil Based Fryers
- Electric Grills
- Electric Steamers
- Freestanding Hobs
- Kettles
- Rice Cookers
- Slow Cookers
- Other Small Cooking Appliances
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- Cylinder Vacuum Cleaners
- Handheld Vacuum Cleaners
- Stick Vacuum Cleaners
- Upright Vacuum Cleaners
- Steam Vacuum Cleaners
- Robotic Vacuum Cleaners
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Consumer Appliances
Consumer Appliances is the aggregation of major appliances and small appliances. Major appliances are an aggregate of the following categories: refrigeration appliances, home laundry appliances, dishwashers, large cooking appliances and microwaves. Small appliances are an aggregation of the following categories: food preparation appliances, small cooking appliances, vacuum cleaners, irons, personal care appliances, heating appliances and air treatment appliances.
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This report originates from Passport, our Consumer Appliances research and analysis database.
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