No products
More info
In 2020, home and garden registered double-digit value growth, exceeding the value CAGR demonstrated over the review period. Retail outlets closed at the beginning of the national lockdown, which affected sales negatively. However, when these reopened for business, home and garden stores made sales that compensated for and exceeded the losses suffered during lockdown. The prevalence of domestic production in this category meant that it was not significantly affected by disruptions to supply chai...
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 2025 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.TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on home and garden
COVID-19 country impact
Company response
Retailing shift
What next for home and garden?
MARKET DATA
Table 1 Sales of Home and Garden by Category: Value 2015-2020 Table 2 Sales of Home and Garden by Category: % Value Growth 2015-2020 Table 3 NBO Company Shares of Home and Garden: % Value 2016-2020 Table 4 LBN Brand Shares of Home and Garden: % Value 2017-2020 Table 5 Penetration of Private Label in Home and Garden by Category: % Value 2015-2020 Table 6 Distribution of Home and Garden by Format: % Value 2015-2020 Table 7 Distribution of Home and Garden by Format and Category: % Value 2020 Table 8 Forecast Sales of Home and Garden by Category: Value 2020-2025 Table 9 Forecast Sales of Home and Garden by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesGARDENING IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Pots and planters receive a boost from increased time spent at home on balconies and indoors in 2020
Leading player Gardena maintains its strong performance in watering, but second-ranking Vilmorin Anadolu Tohumculuk gains ground
Fierce competition in lawn mowers helps keep prices down, and e-commerce sees especially strong growth as consumers shy away from busy public places
RECOVERY AND OPPORTUNITIES
Gardening is set to remain popular across the forecast period as a healthy, affordable way to enjoy the outdoors
The popularity of hobby gardening will continue to drive sales in gardening in the coming years
Dynamism in watering will be driven by the strong performance of branded products
CATEGORY DATA
Table 10 Sales of Gardening by Category: Value 2015-2020 Table 11 Sales of Gardening by Category: % Value Growth 2015-2020 Table 12 NBO Company Shares of Gardening: % Value 2016-2020 Table 13 LBN Brand Shares of Gardening: % Value 2017-2020 Table 14 Distribution of Gardening by Format: % Value 2015-2020 Table 15 Forecast Sales of Gardening by Category: Value 2020-2025 Table 16 Forecast Sales of Gardening by Category: % Value Growth 2020-2025HOME FURNISHINGS IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Government sales in home furnishing a challenging economic climate
Domestic player Istikbal continues to lead home furnishings in 2020, but the category
Home office furniture records strong growth thanks to a shift in favour of home working, while growth in light-emitting diode lamps reflects government intervention as standards decline
RECOVERY AND OPPORTUNITIES
Home furnishings will record solid growth thanks to the performance of light-emitting diode lamps (LED), home office furniture and outdoor furniture
A revival in house sales will boost the performance of indoor furniture across the forecast period
E-commerce and discounters are set to continue gaining ground at the expense of other retail channels
CATEGORY DATA
Table 17 Sales of Home Furnishings by Category: Value 2015-2020 Table 18 Sales of Home Furnishings by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Home Furnishings: % Value 2016-2020 Table 20 LBN Brand Shares of Home Furnishings: % Value 2017-2020 Table 21 LBN Brand Shares of Light Sources: % Value 2017-2020 Table 22 Distribution of Home Furnishings by Format: % Value 2015-2020 Table 23 Forecast Sales of Home Furnishings by Category: Value 2020-2025 Table 24 Forecast Sales of Home Furnishings by Category: % Value Growth 2020-2025HOME IMPROVEMENT IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Home improvement benefits from home seclusion trend in 2020 and government initiatives designed to boost homebuying in the country
Domestic companies continue to lead home improvement in Turkey thanks to extensive network support
International players lead power tools, while Izmir El Aletleri San ve Tic dominates hand tools after Gedore and Altas acquisitions
RECOVERY AND OPPORTUNITIES
Home improvement will continue to benefit from increased home buying and home refurbishment, with e-commerce gaining ground on rival retail channels
Looking ahead, players will seek to widen their consumer base with launches across the price spectrum, while increased production in paint will lead to lower average unit prices
Power tools, particularly cordless models, will continue to register strong performance as consumers gravitate away from corded options
CATEGORY DATA
Table 25 Sales of Home Improvement by Category: Value 2015-2020 Table 26 Sales of Home Improvement by Category: % Value Growth 2015-2020 Table 27 NBO Company Shares of Home Improvement: % Value 2016-2020 Table 28 LBN Brand Shares of Home Improvement: % Value 2017-2020 Table 29 Distribution of Home Improvement by Format: % Value 2015-2020 Table 30 Forecast Sales of Home Improvement by Category: Value 2020-2025 Table 31 Forecast Sales of Home Improvement by Category: % Value Growth 2020-2025HOMEWARES IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Increased home dining gives homewares, particularly beverageware, a boost in 2020
Pasabahce Cam San ve Ticasabahce maintains the lead in homewares thanks to its strength in dining
Discounters are popular with price-sensitive consumers, while e-commerce offers unparalleled convenience
RECOVERY AND OPPORTUNITIES
Looking ahead, rising urbanisation will fuel growth in homewares, with discounters and e-commerce set to benefit the most
Glass homewares will continue to be hampered somewhat by a reduction in average unit prices as products become widely available in discounters
Food storage will continue to benefit from changing lifestyles, while growth in ovenware will reflect constrained budgets and lingering wariness about visiting busy public venues
CATEGORY DATA
Table 32 Sales of Homewares by Category: Value 2015-2020 Table 33 Sales of Homewares by Category: % Value Growth 2015-2020 Table 34 Sales of Homewares by Material: % Value 2015-2020 Table 35 NBO Company Shares of Homewares: % Value 2016-2020 Table 36 LBN Brand Shares of Homewares: % Value 2017-2020 Table 37 Distribution of Homewares by Format: % Value 2015-2020 Table 38 Forecast Sales of Homewares by Category: Value 2020-2025 Table 39 Forecast Sales of Homewares by Category: % Value Growth 2020-2025