Retail volume growth by consumer appliances slowed down between 2014 and 2016, due to the declining trend in consumer confidence, which stemmed from the slow growth in the economy. Although overall income levels of consumers experienced a marginal change in Turkey until the end of the review period, retail volume sales of consumer appliances...
The household penetration rate of dishwashers continued to increase in Turkey over the review period, as consumers spent significantly less time on household chores, therefore seeking more convenient solutions. Although volume sales stagnated in 2013 and 2014 due to diminishing consumer confidence, dishwashers swiftly recovered, and volume...
Vacuum cleaners recorded positive volume growth over the review period, mainly due to the dynamic performance by stick and cylinder vacuum cleaners, given the rising demand for more convenient and practical solutions due to urbanisation. The positive trend continued in 2017 not only due to a perpetual increase in the volume share of cylinder...
The rapid boom in construction has positively affected sales of major appliances in Turkey. Built-in large cooking appliances particularly benefited from this development and recorded healthy volume growth in 2017, as contractors and construction companies provided cooking appliances to potential buyers of new-build households, due to the...
As double door (top freezer) remained the most common format of fridge freezers, manufacturers continued to expand their product ranges with this format in 2017. This was highly appreciated by a notable proportion of Turkish consumers due to the convenience it provides. The volume share of double-door (bottom freezer) within freestanding fridge...
Even though microwaves recorded overall slow volume growth during the review period, the category demonstrated healthy volume growth in 2017, largely due to increasing demand for consumer appliances in general, which stems from the government lifting the special consumption tax. Therefore, due to pricing flexibility that players have obtained...