COMPETITIVE LANDSCAPE
Beko Corp retains dominance of microwaves
The microwaves landscape in Turkey is concentrated, with Beko Corp (Arçelik, Beko, Altus) dominating with 55% retail volume share. It was followed at a distance by BSH Ev Aletleri Sanayi Ve Ticaret AS (Bosch, Siemens) with 11% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Microwaves 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.
If you're in the Microwaves 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 Microwaves 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 Microwaves 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?
Microwaves in Turkey - Category analysis
KEY DATA FINDINGS
Polarised landscape where inflation weighs on purchasing decisions, but premium models appeal to wealthier urban population
Compact and practical: How design shapes microwaves in Turkey
Niche of built-in models offers convenience and customisation
Targeted customisation: Premium microwaves in the Turkish market
Affordability to drive demand among mass consumers
Affluent consumers likely to drive demand for premium built-in models
Energy efficiency to shape future purchasing decisions
Beko Corp retains dominance of microwaves
Omnichannel coordination drives sales through diverse channels
Retail e-commerce gains traction with competitive pricing
Consumer Appliances in Turkey - Industry Overview
Growth potential and strategic imperatives in Turkish consumer appliances
Manufacturers balance affordability with innovation-driven offerings
Bosch Serie 8 washing machines exemplify premiumisation
Brands look to assert greater control through direct-to-consumer strategies
Consumer appliances to continue growing, driven by urbanisation and income
Refrigeration appliances to remain largest category in major segment, while air conditioners will be dynamic performer
Sustainability and energy efficiency will remain important for consumers and brands
Leading brands maintain dominance through dual strategies
New entrants and strategic partnerships reshape market dynamics
Specialists lead distribution, but e-commerce mains further gains
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Microwaves
- Built-in Microwaves
- Freestanding Microwaves
Microwaves
Microwaves use electromagnetic waves to heat food. When the waves are absorbed by water, fats or sugars, they‘re converted directly into atomic motion – or heat. Unlike conventional ovens, in which heat is conducted from the outside of the food towards the centre, the microwave‘s radio waves target the water and fat molecules evenly, throughout the food.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Microwaves research and analysis database.
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