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Home and Garden in Turkey

May 2023 | 46 pages | ID: H8C150A2E1FEN
Euromonitor International Ltd

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The performance of home and garden in Turkey in 2022 was characterised by inordinately high inflation. According to OECD figures, the country witnessed an annual inflation rate of 73.2% in 2022, which resulted in a three-percentage point decline in consumer confidence. As such, current value growth was high across Turkey’s entire home and garden industry; but actual demand was a different story, as high prices left little room in consumers’ budgets for home and garden products, leading to a sign...

Euromonitor International's Home and Garden in Turkey report offers a comprehensive guide to the size and shape of market demand at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the categories driving growth. It also identifies the leading companies and their brands, and offers strategic analysis of key factors influencing demand - from new product developments, consumer lifestyles, route to market and pricing issues. Forecasts to 2027 illustrate how market demand is expected to evolve in the medium-term


Product coverage: Home Improvement and Gardening, Homewares and Home Furnishings.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
  • Get a detailed picture of the Home and Garden market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.
HOME AND GARDEN IN TURKEY
EXECUTIVE SUMMARY
Home and garden in 2022: The big picture
2022 key trends
Competitive landscape
Retailing developments
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2017-2022
Table 2 Sales of Home and Garden by Category: % Value Growth 2017-2022
Table 3 NBO Company Shares of Home and Garden: % Value 2018-2022
Table 4 LBN Brand Shares of Home and Garden: % Value 2019-2022
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2017-2022
Table 6 Distribution of Home and Garden by Format: % Value 2017-2022
Table 7 Distribution of Home and Garden by Format and Category: % Value 2022
Table 8 Forecast Sales of Home and Garden by Category: Value 2022-2027
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
GARDENING IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Gardening grows in popularity as a hobby
Convenience and sustainability trends boost innovation in watering
Private label sees the strongest value share growth in gardening
PROSPECTS AND OPPORTUNITIES
E-commerce prospects limited, as consumers value in-store expertise
Sustainability concerns will hamper demand for fertiliser
CATEGORY DATA
Table 25 Sales of Gardening by Category: Value 2017-2022
Table 26 Sales of Gardening by Category: % Value Growth 2017-2022
Table 27 NBO Company Shares of Gardening: % Value 2018-2022
Table 28 LBN Brand Shares of Gardening: % Value 2019-2022
Table 29 Distribution of Gardening by Format: % Value 2017-2022
Table 30 Forecast Sales of Gardening by Category: Value 2022-2027
Table 31 Forecast Sales of Gardening by Category: % Value Growth 2022-2027
HOME FURNISHINGS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Price pressures dampen demand for home furnishings
Move to smaller urban housing drives sales of multifunctional furniture
Barbecues grows due to the importance of gardening
PROSPECTS AND OPPORTUNITIES
Demand for home furnishings expected to grow over the forecast period
Marriage season set to drive sales of furniture
Online sales will be limited by a lack of trust
CATEGORY DATA
Table 10 Sales of Home Furnishings by Category: Value 2017-2022
Table 11 Sales of Home Furnishings by Category: % Value Growth 2017-2022
Table 12 NBO Company Shares of Home Furnishings: % Value 2018-2022
Table 13 LBN Brand Shares of Home Furnishings: % Value 2019-2022
Table 14 LBN Brand Shares of Light Sources: % Value 2019-2022
Table 15 Distribution of Home Furnishings by Format: % Value 2017-2022
Table 16 Forecast Sales of Home Furnishings by Category: Value 2022-2027
Table 17 Forecast Sales of Home Furnishings by Category: % Value Growth 2022-2027
HOME IMPROVEMENT IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hand tools and home paint limit decline for home improvement
Growth in decorative paint fuelled by the desire for beautification
Wall tiles and floor tiles see growth between 2019 and 2022
PROSPECTS AND OPPORTUNITIES
E-commerce will continue to gain share over the forecast period
Price pressures will drive only modest growth in home improvement
CATEGORY DATA
Table 18 Sales of Home Improvement by Category: Value 2017-2022
Table 19 Sales of Home Improvement by Category: % Value Growth 2017-2022
Table 20 NBO Company Shares of Home Improvement: % Value 2018-2022
Table 21 LBN Brand Shares of Home Improvement: % Value 2019-2022
Table 22 Distribution of Home Improvement by Format: % Value 2017-2022
Table 23 Forecast Sales of Home Improvement by Category: Value 2022-2027
Table 24 Forecast Sales of Home Improvement by Category: % Value Growth 2022-2027
HOMEWARES IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Demand for homewares declines at constant 2022 prices
High prices lead consumers to limit the quantity purchased
Launch of private label lines to leverage consumers’ price sensitivity
PROSPECTS AND OPPORTUNITIES
E-commerce expected to see further growth over the forecast period
Price pressures will drive sales of inexpensive homewares
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2017-2022
Table 33 Sales of Homewares by Category: % Value Growth 2017-2022
Table 34 Sales of Homewares by Material: % Value 2017-2022
Table 35 NBO Company Shares of Homewares: % Value 2018-2022
Table 36 LBN Brand Shares of Homewares: % Value 2019-2022
Table 37 Distribution of Homewares by Format: % Value 2017-2022
Table 38 Forecast Sales of Homewares by Category: Value 2022-2027
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2022-2027


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