Home and garden in 2024: The big picture
In 2024, the home and garden industry in Turkey was significantly influenced by persistent inflation and economic uncertainty, which shaped consumer behaviour across all categories. Gardening recorded strong current value growth as prices surged amid inflation.
2024 key trends
Horticulture witnessed robust value growth in 2024, fuelled by economic and lifestyle trends. High inflation and reduced purchasing power drove consumers to grow their own fruit, vegetables, and herbs to offset rising food costs.
Competitive landscape
In 2024, MAPA Mobilya ve Aksesuar AS, the national brand owner of Ikea in Turkey, solidified its position as the leading company in the home and garden industry. Amid persistent inflation and ongoing currency fluctuations, Turkish consumers became increasingly price-sensitive, especially when it came to big-ticket items like furniture.
Retail developments
Non-grocery retailers remained the leading distribution channel for the home and garden market in Turkey in 2024, driven by the strong consumer preference for in-store shopping experiences, particularly in product categories that benefit from physical inspection and expert guidance. In gardening, home improvement and gardening stores continued to dominate as the primary retail channel as Turkish consumers showed a clear preference for purchasing items such as gardening tools, growing media, and live plants in physical outlets, where they could see products firsthand, seek advice from knowledgeable staff, and personally select plants.
What next for home and garden?
Over the forecast period, the home and garden market in Turkey is expected to continue growing in value, albeit at a slower pace, supported by ongoing urban expansion and new housing projects in major cities such as Istanbul, Ankara, and Izmir. Urbanisation will drive demand for compact, modular furniture, with brands such as Vivense and Ikea well-positioned to cater to small-space needs.
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Overview:
Understand the latest market trends and future growth opportunities for the Home and Garden 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:
- Gardening
- Home Furnishings
- Home Improvement
- Homewares
If you're in the Home and Garden 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 Home and Garden 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 Home and Garden in Turkey?
- Which are the leading brands in Home and Garden in Turkey?
- How are products distributed in Home and Garden in Turkey?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Home and Garden?
- Has the economic fall-out of COVID-19 negatively or positively impacted consumer interest and demand for Home and Garden?
- Where is future growth expected to be most dynamic?
Home and Garden in Turkey
Home and garden in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for home and garden?
DISCLAIMER
Home Improvement in Turkey
KEY DATA FINDINGS
Rising cost of tradespeople and growing DIY trend drive growth in 2024
Kaleseramik leads with its commitment to environmentally friendly products
In-store shopping remains dominant as discounters grow amidst economic challenges
Sluggish sales due to price sensitivity and a decline in homeownership
Rising DIY trend, driven by a desire to personalise living spaces and save on professional labour costs
Floor covering growth to be muted by economic stagnation and changing habits
Gardening in Turkey
KEY DATA FINDINGS
High inflation and urbanisation drive value growth in gardening in 2024
Turkish gardening leaders innovate with gardening tools and robotic lawnmowers
Specialist stores lead gardening retail as grocery retailers make dynamic inroads
Economic headwinds and urbanisation may hinder future growth
Climate change boosts demand for resilient plants and local seeds
Smart technology and sustainability set to fuel growth of gardening equipment
Homewares in Turkey
KEY DATA FINDINGS
Rising costs and falling marriage rates slow homewares’ growth in 2024
Pasabahçe retains its lead, leveraging its strong brand equity and wide product portfolio
Physical stores lead due to the importance of the tactile and visual shopping experience
Slower growth following pandemic-driven surge
Dynamic dining, driven by rising demand for visually appealing and stylish products
Urbanisation and sustainability trends to drive demand for compact and multifunctional kitchenware
Home Furnishings in Turkey
KEY DATA FINDINGS
Low consumer confidence and high inflation continue to impact volume sales of home furnishings
Ikea attracts consumers with affordable pricing and functional, modern designs
E-commerce growth driven by trust and convenience
Demographic and societal shifts set to dampen growth of home furnishings
Lighting growth driven by consumer concern for energy efficiency, interior aesthetics, and smart solutions
Affordability to drive sales of home textiles over the forecast period
The following categories and subcategories are included:
Home and Garden
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- Bathroom and Sanitaryware
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- Carpets
- Floor Tiles
- Wooden Flooring
- Other Floor Covering
- Hand Tools
- Hardware
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- Lacquer and Varnish
- Decorative Paint
- Kitchen Sinks
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- Corded Drills
- Cordless Drills
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- Other Corded Power Tools
- Other Cordless Power Tools
- Power Tool Accessories
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- Wall Tiles
- Wallpaper
- Other Home Improvement
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- Fertiliser
- Soil
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- Pest Control
- Herbicides
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- Gardening Hand Tools
- Gardening Power Tools
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- Walk Power Lawn Mowers
- Riding Lawn Mowers
- Robotic Lawn Mowers
- Watering
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- Indoor Plants
- Seeds
- Other Horticulture
- Pots and Planters
- Other Gardening
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- Beverageware
- Cutlery
- Dinnerware
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- Ovenware
- Stove Top Cookware
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- Food Storage
- Kitchen Utensils
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- Bath Textiles
- Bed Textiles
- Kitchen and Dining Textiles
- Living Room Textiles
- Rugs
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- Beds
- Chests of Drawers
- Mattresses
- Wardrobes
- Dining Furniture
- Home Office Furniture
- Kitchen Furniture
- Living Room Furniture
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- Sofa Beds
- Other Sofas
- Other Sitting Furniture
- Storage Furniture
- Other Indoor Furniture
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- Blinds
- Curtains
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- Charcoal Barbecues
- Electric Barbecues
- Gas Barbecues
- Outdoor Furniture
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- Lighting Fixtures
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- Incandescent Lamps
- Halogen Lamps
- Linear Fluorescent Lamps (LFL)
- Compact Fluorescent Lamps (CFL)
- Light-Emitting Diode Lamps (LED)
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Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
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This report originates from Passport, our Home and Garden research and analysis database.
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