Home and Garden in Turkey

June 2024 | 45 pages | ID: H8C150A2E1FEN
Euromonitor International Ltd

Abstracts

Home and garden in Turkey achieved significant value growth in 2023, attributed to macroeconomic factors in the country. However, inflation levels and interest rates remain high, thus helping to support value sales but also posing as a constraint to consumer spending power and investment momentum from players in the industry. This macroeconomic context casts a shadow across the category as a whole.

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 2028 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.

Contents

Home and Garden in Turkey
Euromonitor International
June 2024

LIST OF CONTENTS AND TABLES

HOME AND GARDEN IN TURKEY
EXECUTIVE SUMMARY
Home and garden in 2023: The big picture

2023 KEY TRENDS

Competitive landscape
Retailing developments
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2018-2023
Table 2 Sales of Home and Garden by Category: % Value Growth 2018-2023
Table 3 NBO Company Shares of Home and Garden: % Value 2019-2023
Table 4 LBN Brand Shares of Home and Garden: % Value 2020-2023
Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2018-2023
Table 6 Distribution of Home and Garden by Format: % Value 2018-2023
Table 7 Distribution of Home and Garden by Format and Category: % Value 2023
Table 8 Forecast Sales of Home and Garden by Category: Value 2023-2028
Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2023-2028
DISCLAIMER
SOURCES
Summary 1 Research Sources
GARDENING IN TURKEY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Fertiliser benefits from the increasing trend of home gardening
Sustainable living practices lead to growth in gardening equipment
Seeds benefit from consumers opting to grow their own produce
PROSPECTS AND OPPORTUNITIES
Rising urbanisation will support sales in pots and planters over the forecast period
Horticulture will maintain positive growth, buoyed by Turkey’s advantageous climate
Consumers will continue to value brick-and-mortar stores for gardening products
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2018-2023
Table 11 Sales of Gardening by Category: % Value Growth 2018-2023
Table 12 NBO Company Shares of Gardening: % Value 2019-2023
Table 13 LBN Brand Shares of Gardening: % Value 2020-2023
Table 14 Distribution of Gardening by Format: % Value 2018-2023
Table 15 Forecast Sales of Gardening by Category: Value 2023-2028
Table 16 Forecast Sales of Gardening by Category: % Value Growth 2023-2028
HOME FURNISHINGS IN TURKEY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Bath textiles benefit from Turkey’s manufacturing capabilities
Beds of durable quality benefit from consumers opting for long-lasting products
Sales in window covering supported by rising urbanisation trends
PROSPECTS AND OPPORTUNITIES
Remote working arrangements will continue to support sales of home office furniture
Sustainability trends and energy-saving benefits support sales in LED lighting
“Marriage season” remains a driver of sales in home furnishings
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2018-2023
Table 18 Sales of Home Furnishings by Category: % Value Growth 2018-2023
Table 19 NBO Company Shares of Home Furnishings: % Value 2019-2023
Table 20 LBN Brand Shares of Home Furnishings: % Value 2020-2023
Table 21 LBN Brand Shares of Light Sources: % Value 2020-2023
Table 22 Distribution of Home Furnishings by Format: % Value 2018-2023
Table 23 Forecast Sales of Home Furnishings by Category: Value 2023-2028
Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2023-2028
HOME IMPROVEMENT IN TURKEY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Home improvement continues to be supported by ongoing home renovation trends, such as seen in home paint
Floor covering benefits from ongoing trend for home renovations
Lacquer and varnish supported by consumers seeking to maintain the interiors of their homes
PROSPECTS AND OPPORTUNITIES
Sales in hand tools will continue to be supported by DIY trends
Kitchen sinks set to maintain positive sales thanks to ongoing home renovation projects
Mix of e-commerce and physical shopping expected, depending on the products purchased
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2018-2023
Table 26 Sales of Home Improvement by Category: % Value Growth 2018-2023
Table 27 NBO Company Shares of Home Improvement: % Value 2019-2023
Table 28 LBN Brand Shares of Home Improvement: % Value 2020-2023
Table 29 Distribution of Home Improvement by Format: % Value 2018-2023
Table 30 Forecast Sales of Home Improvement by Category: Value 2023-2028
Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2023-2028
HOMEWARES IN TURKEY
KEY DATA FINDINGS

2023 DEVELOPMENTS

Brands which offer affordable and durable products attract consumer attention
Inflationary pressures lead to a slight downturn in ovenware sales
Dinnerware also sees slower sales due to non-essential nature of products
PROSPECTS AND OPPORTUNITIES
Cutlery will continue to benefit from home-cooking trends
Demand for efficient storage solutions supports sales in food storage products
Consumers will continue to value affordability and durability
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2018-2023
Table 33 Sales of Homewares by Category: % Value Growth 2018-2023
Table 34 Sales of Homewares by Material: % Value 2018-2023
Table 35 NBO Company Shares of Homewares: % Value 2019-2023
Table 36 LBN Brand Shares of Homewares: % Value 2020-2023
Table 37 Distribution of Homewares by Format: % Value 2018-2023
Table 38 Forecast Sales of Homewares by Category: Value 2023-2028
Table 39 Forecast Sales of Homewares by Category: % Value Growth 2023-2028