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Home and Garden in Turkey

May 2020 | 45 pages | ID: H8C150A2E1FEN
Euromonitor International Ltd

US$ 2,100.00

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Home and garden recorded stronger current value growth in 2019 than a year earlier, but failed to match the double-digit percentage growth seen in 2017, as the overall market performance continued to be largely governed by home furnishings, which accounts for by far the biggest share of home and garden in Turkey. This performance was, to an extent, heavily influenced by ongoing stagnation in consumer purchasing power. Although the 2019 performance might have been seen as slightly disappointing,...

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 2024 illustrate how market demand is expected to evolve in the medium-term

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.
EXECUTIVE SUMMARY
Home and garden current value growth rate strengthens in 2019
Some government actions have more success than others
Branded products continue to benefit from retail modernisation
Sales increase through discounters and internet retailing
Current value growth due to rising prices and economic recovery
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2014-2019
Table 2 Sales of Home and Garden by Category: % Value Growth 2014-2019
Table 3 NBO Company Shares of Home and Garden: % Value 2015-2019
Table 4 LBN Brand Shares of Home and Garden: % Value 2016-2019
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2014-2019
Table 6 Distribution of Home and Garden by Format: % Value 2014-2019
Table 7 Distribution of Home and Garden by Format and Category: % Value 2019
Table 8 Forecast Sales of Home and Garden by Category: Value 2019-2024
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2019-2024
CORONAVIRUS (COVID-19)
DEFINITIONS
SOURCES
Summary 1 Research Sources
HEADLINES
PROSPECTS
Popularity of hobby gardening helping to drive sales
Watering’s dynamism driven by strong performance of branded products
Sales through emerging retail concepts will record healthy growth
COMPETITIVE LANDSCAPE
Leading player Gardena boosted by strong performance in watering
Vilmorin Anadolu Tohumculuk expected to benefit from its strong position in growing media
Fierce competition in lawn mowers helps keep down price rises
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2014-2019
Table 11 Sales of Gardening by Category: % Value Growth 2014-2019
Table 12 NBO Company Shares of Gardening: % Value 2015-2019
Table 13 LBN Brand Shares of Gardening: % Value 2016-2019
Table 14 Distribution of Gardening by Format: % Value 2014-2019
Table 15 Forecast Sales of Gardening by Category: Value 2019-2024
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
VAT cut on indoor furniture has no marked impact
Government takes action to halt the supply of low-quality LED lamps
Home textiles and window coverings to record stronger growth
COMPETITIVE LANDSCAPE
Domestic companies lead home furnishings
Increasing competition expected in LED lamps
IKEA brand continues to grow in Turkey
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2014-2019
Table 18 Sales of Home Furnishings by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Home Furnishings: % Value 2015-2019
Table 20 LBN Brand Shares of Home Furnishings: % Value 2016-2019
Table 21 LBN Brand Shares of Light Sources: % Value 2016-2019
Table 22 Distribution of Home Furnishings by Format: % Value 2014-2019
Table 23 Forecast Sales of Home Furnishings by Category: Value 2019-2024
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Home improvement rebounds in 2019 after the slowdown in growth in 2018
Home paint struggling at the moment but will pick up again from 2021
Power tools performing strongly, particularly cordless models
COMPETITIVE LANDSCAPE
Domestic companies continue to lead
International players lead power tools
Izmir El Aletleri San ve Tic dominates hand tools after Gedore and Altas acquisitiions
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2014-2019
Table 26 Sales of Home Improvement by Category: % Value Growth 2014-2019
Table 27 NBO Company Shares of Home Improvement: % Value 2015-2019
Table 28 LBN Brand Shares of Home Improvement: % Value 2016-2019
Table 29 Distribution of Home Improvement by Format: % Value 2014-2019
Table 30 Forecast Sales of Home Improvement by Category: Value 2019-2024
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2019-2024
HEADLINES
PROSPECTS
Glass homewares to see a pick-up in current value growth in the forecast period
Dinnerware growth benefits from widening availability in modern retailing
Food storage will continue to benefit from changing lifestyles
COMPETITIVE LANDSCAPE
Pasabahce still leads homewares, but loses share as glass homewares struggles
Price competition increases
Discounters popular with price-sensitive consumers
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2014-2019
Table 33 Sales of Homewares by Category: % Value Growth 2014-2019
Table 34 Sales of Homewares by Material: % Value 2014-2019
Table 35 NBO Company Shares of Homewares: % Value 2015-2019
Table 36 LBN Brand Shares of Homewares: % Value 2016-2019
Table 37 Distribution of Homewares by Format: % Value 2014-2019
Table 38 Forecast Sales of Homewares by Category: Value 2019-2024
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2019-2024


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