Product Code: CETR
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
Consumer electronics in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for consumer electronics?
MARKET DATA
Table 1 Sales of Consumer Electronics by Category: Volume 2016-2021
Table 2 Sales of Consumer Electronics by Category: Value 2016-2021
Table 3 Sales of Consumer Electronics by Category: % Volume Growth 2016-2021
Table 4 Sales of Consumer Electronics by Category: % Value Growth 2016-2021
Table 5 NBO Company Shares of Consumer Electronics: % Volume 2017-2021
Table 6 LBN Brand Shares of Consumer Electronics: % Volume 2018-2021
Table 7 Distribution of Consumer Electronics by Channel: % Volume 2016-2021
Table 8 Forecast Sales of Consumer Electronics by Category: Volume 2021-2026
Table 9 Forecast Sales of Consumer Electronics by Category: Value 2021-2026
Table 10 Forecast Sales of Consumer Electronics by Category: % Volume Growth 2021-2026
Table 11 Forecast Sales of Consumer Electronics by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
COMPUTERS AND PERIPHERALS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Ongoing home-working and distance-learning trends continue to boost sales, albeit at lower rates than the spikes seen in 2020
Tablets continues to show the highest growth, due to ongoing popularity for affordability and convenience
Lenovo Turkiye maintains its narrow lead over closest competitor, Hewlett-Packard
PROSPECTS AND OPPORTUNITIES
Volume sales set to decline over the forecast period, following the pandemic-based boost
Ultra-light laptops are emerging as must-have models for hybrid home-and-venue working trends
E-commerce shares remain high, significantly boosted by the event of the pandemic
CATEGORY DATA
Table 12 Sales of Computers and Peripherals by Category: Volume 2016-2021
Table 13 Sales of Computers and Peripherals by Category: Value 2016-2021
Table 14 Sales of Computers and Peripherals by Category: % Volume Growth 2016-2021
Table 15 Sales of Computers and Peripherals by Category: % Value Growth 2016-2021
Table 16 Sales of Computers by Category: Business Volume 2016-2021
Table 17 Sales of Computers by Category: Business Value MSP 2016-2021
Table 18 Sales of Computers by Category: Busines Volume Growth 2016-2021
Table 19 Sales of Computers by Category: Business Value MSP Growth 2016-2021
Table 20 NBO Company Shares of Computers and Peripherals: % Volume 2017-2021
Table 21 LBN Brand Shares of Computers and Peripherals: % Volume 2018-2021
Table 22 Distribution of Computers and Peripherals by Channel: % Volume 2016-2021
Table 23 Forecast Sales of Computers and Peripherals by Category: Volume 2021-2026
Table 24 Forecast Sales of Computers and Peripherals by Category: Value 2021-2026
Table 25 Forecast Sales of Computers and Peripherals by Category: % Volume Growth 2021-2026
Table 26 Forecast Sales of Computers and Peripherals by Category: % Value Growth 2021-2026
Table 27 Forecast Sales of Computers by Category: Business Volume 2021-2026
Table 28 Forecast Sales of Computers by Category: Business Value MSP 2021-2026
Table 29 Forecast Sales of Computers by Category: Busines Volume Growth 2021-2026
Table 30 Forecast Sales of Computers by Category: Business Value MSP Growth 2021-2026
IN-CAR ENTERTAINMENT IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Already-declining in-car entertainment sales continue to be hit by COVID-19
In-car navigation negatively affected by the popularity of smartphone apps
Digicom maintains lead with Pioneer and Roadstar brands, in otherwise fragmented category
PROSPECTS AND OPPORTUNITIES
Volume sales will continue to decline over the forecast period, although at lower rates seen during the time of COVID-19
The significance of e-commerce is set to increase over the forecast period, with the channel boosted during the time of the pandemic
Average unit prices continue to rise due to currency fluctuations, ultimately benefitting domestic players who offer cheaper prices
CATEGORY DATA
Table 31 Sales of In-Car Entertainment by Category: Volume 2016-2021
Table 32 Sales of In-Car Entertainment by Category: Value 2016-2021
Table 33 Sales of In-Car Entertainment by Category: % Volume Growth 2016-2021
Table 34 Sales of In-Car Entertainment by Category: % Value Growth 2016-2021
Table 35 NBO Company Shares of In-Car Entertainment: % Volume 2017-2021
Table 36 LBN Brand Shares of In-Car Entertainment: % Volume 2018-2021
Table 37 Distribution of In-Car Entertainment by Channel: % Volume 2016-2021
Table 38 Forecast Sales of In-Car Entertainment by Category: Volume 2021-2026
Table 39 Forecast Sales of In-Car Entertainment by Category: Value 2021-2026
Table 40 Forecast Sales of In-Car Entertainment by Category: % Volume Growth 2021-2026
Table 41 Forecast Sales of In-Car Entertainment by Category: % Value Growth 2021-2026
HOME AUDIO AND CINEMA IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Declines in sales continue due to "out-of-date" perception of such products and rising competition from alternative options
Home cinema and speakers fare better, thanks to consumers upgrading their home entertainment options for movie nights
LG maintains marginal lead over Samsung, with global players most notable in the category
PROSPECTS AND OPPORTUNITIES
Declines set to continue over forecast period, as various factors place downwards pressure on home audio and cinema
The significance of e-commerce and discounters in home audio and cinema expected to increase over the forecast period
Increasing unit prices are projected to lead to increased demand for local brands
CATEGORY DATA
Table 42 Sales of Home Audio and Cinema by Category: Volume 2016-2021
Table 43 Sales of Home Audio and Cinema by Category: Value 2016-2021
Table 44 Sales of Home Audio and Cinema by Category: % Volume Growth 2016-2021
Table 45 Sales of Home Audio and Cinema by Category: % Value Growth 2016-2021
Table 46 NBO Company Shares of Home Audio and Cinema: % Volume 2017-2021
Table 47 LBN Brand Shares of Home Audio and Cinema: % Volume 2018-2021
Table 48 Distribution of Home Audio and Cinema by Channel: % Volume 2017-2021
Table 49 Forecast Sales of Home Audio and Cinema by Category: Volume 2021-2026
Table 50 Forecast Sales of Home Audio and Cinema by Category: Value 2021-2026
Table 51 Forecast Sales of Home Audio and Cinema by Category: % Volume Growth 2021-2026
Table 52 Forecast Sales of Home Audio and Cinema by Category: % Value Growth 2021-2026
HOME VIDEO IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home video sales supported by consumers watching a great deal more television during the lockdowns of COVID-19
OLED TVs continues to show by far the strongest growth, in a trend set to continue over the forecast period
Arcelik maintains top company place, as competition heats up amongst brands
PROSPECTS AND OPPORTUNITIES
Saturation leads to overall declines, whilst OLED TVs drive the only growth in the category
Leading companies set to compete in terms of technological advances
Competition between the local and international brands set to become fiercer
CATEGORY DATA
Table 53 Sales of Home Video by Category: Volume 2016-2021
Table 54 Sales of Home Video by Category: Value 2016-2021
Table 55 Sales of Home Video by Category: % Volume Growth 2016-2021
Table 56 Sales of Home Video by Category: % Value Growth 2016-2021
Table 57 Sales of LCD TVs by Network Connectivity: % Retail Volume 2016-2021
Table 58 NBO Company Shares of Home Video: % Volume 2017-2021
Table 59 LBN Brand Shares of Home Video: % Volume 2018-2021
Table 60 Distribution of Home Video by Channel: % Volume 2016-2021
Table 61 Forecast Sales of Home Video by Category: Volume 2021-2026
Table 62 Forecast Sales of Home Video by Category: Value 2021-2026
Table 63 Forecast Sales of Home Video by Category: % Volume Growth 2021-2026
Table 64 Forecast Sales of Home Video by Category: % Value Growth 2021-2026
Table 65 Forecast Sales of LCD TVs by Network Connectivity: % Retail Volume 2021-2026
IMAGING DEVICES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Declines continue in imaging devices, due to rising competition from smartphones with imaging capabilities
High import taxes and price hikes create a financial barrier to sales
Canon and Sony maintain their top places, with over half of total volume shares held between the two players
PROSPECTS AND OPPORTUNITIES
Negative sales trend set to continue, due to ongoing competition from smartphones
Compact cameras set to increase their shares within total sales
Already-strong e-commerce channel is further boosted by the event of COVID-19
CATEGORY DATA
Table 66 Sales of Imaging Devices by Category: Volume 2016-2021
Table 67 Sales of Imaging Devices by Category: Value 2016-2021
Table 68 Sales of Imaging Devices by Category: % Volume Growth 2016-2021
Table 69 Sales of Imaging Devices by Category: % Value Growth 2016-2021
Table 70 NBO Company Shares of Imaging Devices: % Volume 2017-2021
Table 71 LBN Brand Shares of Imaging Devices: % Volume 2018-2021
Table 72 Distribution of Imaging Devices by Channel: % Volume 2016-2021
Table 73 Forecast Sales of Imaging Devices by Category: Volume 2021-2026
Table 74 Forecast Sales of Imaging Devices by Category: Value 2021-2026
Table 75 Forecast Sales of Imaging Devices by Category: % Volume Growth 2021-2026
Table 76 Forecast Sales of Imaging Devices by Category: % Value Growth 2021-2026
PORTABLE PLAYERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Portable players maintains positive growth for the first time in a decade, thanks to the popularity of wireless speakers
E-readers maintain appeal to a niche consumer audience, but face ongoing challenges which will keep sales suppressed
JBL and Sony maintain their leading places, thanks to strong brand image and presence in wireless speakers
PROSPECTS AND OPPORTUNITIES
Wireless speakers will continue to drive overall growth, as the only sub-category in positive figures
E-readers face ongoing competition from smartphones and tablets, with recovery unlikely
Price competition set to pay a significant role, with domestic players and Chinese Xiaomi set to benefit
CATEGORY DATA
Table 77 Sales of Portable Players by Category: Volume 2016-2021
Table 78 Sales of Portable Players by Category: Value 2016-2021
Table 79 Sales of Portable Players by Category: % Volume Growth 2016-2021
Table 80 Sales of Portable Players by Category: % Value Growth 2016-2021
Table 81 NBO Company Shares of Portable Players: % Volume 2017-2021
Table 82 LBN Brand Shares of Portable Players: % Volume 2017-2021
Table 83 Distribution of Portable Players by Channel: % Volume 2016-2021
Table 84 Forecast Sales of Portable Players by Category: Volume 2021-2026
Table 85 Forecast Sales of Portable Players by Category: Value 2021-2026
Table 86 Forecast Sales of Portable Players by Category: % Volume Growth 2021-2026
Table 87 Forecast Sales of Portable Players by Category: % Value Growth 2021-2026
MOBILE PHONES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mobile phones sees renewed growth in 2021, thanks to apps such as WhatsApp becoming crucial for home-working and distance-learning
Domestic production of mobile phones ramps up, resulting in lower prices to consumers
Xiaomi maintains its lead over Samsung, having knocked the global giant off the top spot in 2020
PROSPECTS AND OPPORTUNITIES
Sales will fall back into declines and remain that way over the forecast period, due to high levels of saturation
Xiaomi looks set to maintain its leading place, after its successful and strategic takeover from Samsung
Screen size, memory capacity and fast-charging features are set to be decisive criteria for consumers
CATEGORY DATA
Table 88 Sales of Mobile Phones by Category: Volume 2016-2021
Table 89 Sales of Mobile Phones by Category: Value 2016-2021
Table 90 Sales of Mobile Phones by Category: % Volume Growth 2016-2021
Table 91 Sales of Mobile Phones by Category: % Value Growth 2016-2021
Table 92 Sales of Smartphones by Screen Size: % Retail Volume 2018-2021
Table 93 NBO Company Shares of Mobile Phones: % Volume 2017-2021
Table 94 LBN Brand Shares of Mobile Phones: % Volume 2018-2021
Table 95 Distribution of Mobile Phones by Channel: % Volume 2017-2021
Table 96 Forecast Sales of Mobile Phones by Category: Volume 2021-2026
Table 97 Forecast Sales of Mobile Phones by Category: Value 2021-2026
Table 98 Forecast Sales of Mobile Phones by Category: % Volume Growth 2021-2026
Table 99 Forecast Sales of Mobile Phones by Category: % Value Growth 2021-2026
Table 100 Forecast Sales of Smartphones by Screen Size: % Retail Volume 2021-2026
WEARABLE ELECTRONICS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Wearable electronics sustains its robust double-digit growth, thanks to such niche products coming from a low base
Healthy lifestyles boost demand for activity wearables, with activity watches winning over activity bands
Samsung and Apple Watch maintain their top overall places, whilst the ubiquitous Xiaomi holds almost half of all activity wearable brand shares
PROSPECTS AND OPPORTUNITIES
Ongoing and rising trends for connectivity and wellbeing are expected to keep sales robust over the forecast period
Target audience set to expand from high-income to mid-income consumers, as cheaper brands steal shares from premium models
E-commerce booms and discounters are tipped to take off further over the forecast period
CATEGORY DATA
Table 101 Sales of Wearable Electronics by Category: Volume 2016-2021
Table 102 Sales of Wearable Electronics by Category: Value 2016-2021
Table 103 Sales of Wearable Electronics by Category: % Volume Growth 2016-2021
Table 104 Sales of Wearable Electronics by Category: % Value Growth 2016-2021
Table 105 NBO Company Shares of Wearable Electronics: % Volume 2017-2021
Table 106 LBN Brand Shares of Wearable Electronics: % Volume 2018-2021
Table 107 Distribution of Wearable Electronics by Channel: % Volume 2016-2021
Table 108 Forecast Sales of Wearable Electronics by Category: Volume 2021-2026
Table 109 Forecast Sales of Wearable Electronics by Category: Value 2021-2026
Table 110 Forecast Sales of Wearable Electronics by Category: % Volume Growth 2021-2026
Table 111 Forecast Sales of Wearable Electronics by Category: % Value Growth 2021-2026
HEADPHONES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Headphones continues its significant growth across all sub-categories in 2021, with a trend for premium products
Tech advancements spur innovation race from players, with three-dimensional sound technology tipped as the newest trend
Brand JBL maintains its lead in fragmented category, with seemingly-ever-present Xiaomi hot on its heels
PROSPECTS AND OPPORTUNITIES
Robust growth set to continue in headphones, bolstered by young, affluent, urban consumer audience
Wireless headphones for all budgets are set to be launched, to meet growing demand
E-commerce boom proves positive for headphones in an ongoing trend
CATEGORY DATA
Table 112 Sales of Headphones by Category: Volume 2016-2021
Table 113 Sales of Headphones by Category: Value 2016-2021
Table 114 Sales of Headphones by Category: % Volume Growth 2016-2021
Table 115 Sales of Headphones by Category: % Value Growth 2016-2021
Table 116 NBO Company Shares of Headphones: % Volume 2017-2021
Table 117 LBN Brand Shares of Headphones: % Volume 2018-2021
Table 118 Distribution of Headphones by Channel: % Volume 2016-2021
Table 119 Forecast Sales of Headphones by Category: Volume 2021-2026
Table 120 Forecast Sales of Headphones by Category: Value 2021-2026
Table 121 Forecast Sales of Headphones by Category: % Volume Growth 2021-2026
Table 122 Forecast Sales of Headphones by Category: % Value Growth 2021-2026
