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Market Research Report

Turkey Home Appliances Market Outlook 2019-2035 : Market Size, Trends, Growth, Opportunities | COVID-19 Impact Analysis

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Turkey Home Appliances Market Overview

Home Appliances have become one of the integral parts of modern lifestyles. The population growth, Internet penetration, technology penetration, improving lifestyle trends, rising disposable income are some of the major impacting factors on the demand and purchase decision of home appliances. In the Turkish electronics market, consumer electronics accounts for the largest share in production with 34.9 percent in 2012 and reaching USD 4.4 billion followed by telecommunication equipment’s with 19 percent. Turkey is one of the largest white goods producers in Europe. The figures have reached to about 22 million units in 2012 including refrigerators, dishwashers, washing machines and ovens. White goods production  have increased from 2004 to 2012.Turkey also exports a significant number of refrigerators and washing machines to Europe including United Kingdom (USD 680 Million), France(USD 433 Million), Italy (USD 225 Million)and Spain(USD 185 Million). The number of units exported in 2012 was 16.30 million an increase by 12.7% compared to the previous year. White goods contribute significantly to the electronics sector. Leading companies in the white goods and home appliances consist of companies such as Arcelik and Vestel. Foreign players in this sector are Bosch-Siemens, Indesit and Candy.

Turkey has 1.8 % market share in the global air conditioning and Refrigeration industry. The market in Turkey grew both by value and volume. (40% in terms of units and 255 in terms of value and reached approximately USD 1.5 Billion in 2011.)

Turkey Home Appliances Market Segmentation

By Type

  • Free Standing Appliances
  • Built in Appliances

By Product

  • Air Purifier
  • Home Water Buckets
  • Bread Maker
  • Chocolate Fountains
  • Clothes Dryers (Portable Cloth Dryers , Spin Dryers )
  • Egg Boilers and Cookers
  • Popcorn Makers
  • Electric Heaters (Bathroom Heaters, Convector Heaters)
  • Electric Ovens
  • Gas Cookers, Ranges
  • Stoves
  • Hand Dryer
  • Induction Hot Plates
  • Iron
  • Microwave Oven
  • Other Kitchen Appliances
  • Range Hoods
  • Rice Cooker
  • Steam Presses
  • Washing Machines
  • Refrigerator
  • Deep Freezer
  • Dishwasher
  • Washing Machine
  • Dryer
  • Drying Washing Machine
  • Oven
  • Microwave
  • Set Top Cooker
  • Induction Hobs, Gas Hobs
  • Hoods
  • Hoods and Extractors
  • Digital Metal Body Scale
  • Water Spray Fan
  • Hand Mixer with Bowl
  • Electrical Pizza Pan
  • Food Dehydrator
  • Barbecue Grill
  • Multi cooker
  • Wine Coolers
  • Broom (Vacuum Cleaner, Stick Broom, Cleansers)
  • Iron & Ironing Board (Ironing Table, Steam Iron, Steam Generator Iron, Steam wrinkle Remover)
  • Beverage Preparation (Coffee and Spice Grinder , Coffee Machine, Fruit Juicer, Kettle, Tea Machine, Citrus Juicer)
  • Mixer and Chopper( Electrical Chopper, Mincing Machine, Yogurt Machine, Kitchen Machine, Mixer, Blender, Hand blender, Food Processor)
  • Cooking (Toaster, Sandwich Maker, Deep Fryer, Toast Machine, Bread Toaster, Grid, Slow Cooker, Bread Making Machine)
  • Personal Care (Hair Dryer, Hair Curling, Hair Straightener, Hair Styling and Bathroom Scale)
  • Audio Products
  • Visual Products
  • TV Sets
  • Laptop Computers
  • Computer Related Electronics
  • Media Products

By Heating Cooling

  • Air Conditioning
  • Air Coolers
  • Air Cleaning
  • Combi
  • Water Heater
  • Geyser
  • Flavel stove
  • Fan
  • Room Thermostats
  • Mini Fridges
  • Vacuum Sealers
  • Wine Coolers
  • Blast Chillers
  • Garbage Disposals
  • Coffee Machines
  • Steam Ovens
  • Taps
  • Burners

By Services

  • Residential
  • Commercial

By Industries Served

  • Agriculture
  • Apparel
  • Automobiles & Motorcycles
  • Business Services (Agency services)
  • Chemicals
  • Construction & Real Estate
  • Electrical Equipment’s & Supplies
  • Fashion Accessories
  • Food & Beverages
  • Furniture & Furnishings
  • General Industrial Equipment’s
  • Health and Medical
  • Home and Garden
  • Manufacturing and Processing
  • Minerals and Metallurgy
  • Personal Care
  • Rubber & Plastics
  • Textiles & Leather Products (Apparel fabric, Textile processing)

By Prices

  • Low and Medium Range
  • Premium Range (Luxury and Customized)

By Distribution Channel

  • Online
  • Offline

By Region

  • Istanbul
  • Izmir
  • Antalya
  • Ankara
  • Thrace
  • Marmara
  • Aegean
  • Mediterranean
  • Cappadocia

We conducted interviews with the Consumers (B2C Vs B2B), Home Appliances Manufacturers, Brands, End User Industry Verticals, Contractual Suppliers, Product Managers, Consultants, Decision Makers, VPs, Executives, Sales Managers, Regional Sales Head, C-level Executives, etc.

Key Benefits: Turkey Home Appliances Market Outlook, 2019-2035 (Edition 2021)

  • The report includes Turkey Home Appliances Market Manufacturers, Contract Manufacturers & Brands Outlook (Market Competition & Global Presence), Business Strategy & Financial Analysis of Major Players. Further, the study also covers Industry Insights (Future Trends & Forecast Data), Trade Data (Exports and Imports), By Turkey Home Appliances Market Type (Manufacturing & End User Industry Outlook), End User Industry Analysis (B2B Vs B2C), Competitive Intelligence, Opportunity Analysis
  • Market Data : Market Size (USD Billion), Market Share (%), CAGR (%), Y-O-Y Growth Rate (%) of Turkey Home Appliances Market Industry and further it bifurcated into Countries, 2019-2035
  • Sales Data of Turkey Home Appliances Market : By Each Packaging Type, By End Users, By Manufacturers Type, By Application, By Countries, (By Volume & Value), 2019-2035
  • Manufacturing Outlook of Turkey Home Appliances Market : Manufacturers Outlook, Revenue & Market Share of Manufacturers, Manufacturing Capacity, Operational Margins, Contract Manufacturers & OBMs Outlook, etc., 2019-2035
  • Brands Outlook : Revenue Share (%) of Manufacturers By Packaging Type, Market Positioning, Ranking Analysis, Product Portfolio, Competitiveness, Regional Presence, No. of Products, Investments, Partnerships & Collaborations, Mergers & Acquisitions, etc., 2019-2035
  • Turkey Home Appliances Market End User Outlook : End User Preferences of Packaging & Brands, End User Spending, Average Spending Power, Adoption Rate (%), Penetration Rate (%), Green Initiatives, Govt. Regulations, etc., 2019-2035
  • Market Dynamics : Growth Drivers, Challenges, Opportunities, Trends, SWOT Analysis, Porter's Five Force Model, PESTLE Analysis, etc., 2019-2035
  • Trade Data of Turkey Home Appliances Market (Export & Import) : By Each Segment, By Major Destination Countries (By Value & Volume), 2019-2035
  • Supply & Demand Analysis : By Turkey Home Appliances Market Type, End Use Verticals, By Countries, 2019-2035
  • Target & Potential Markets : By Major Countries & Industries
  • Detailed Outlook : Turkey Home Appliances Market Industry Analysis : (Manufacturers, Raw Material Outlook, New Products, Ongoing Researches, End User Analysis, Manufacturing Models, Demand Analysis for Each End User Industry, Govt. Norms, Market Dynamics etc.)

Market Dynamics

Growth Drivers

Pressures from business cycles , inflation , interest rate and exchange rates are prevalent in the domestic market which are one of the growth driver I the economy. This means that there is additional production, and producing more goods at higher margins leads to lower price units without incurring any losses. Economies of scale allow the company to remain competitive in the ever evolving economies. There are companies who are looking to seek support from economies of scale which can create larger demand. Construction of hotels and apartments in Turkey are driving the market for home appliances. Due to zero tariff arrangement in the country , other companies are finding their way to enter the market, entry of foreign brands mean lower of prices of domestic products and increase in quality of products, demand for these products would rise. Changing lifestyles patterns are also creating a boost to the home appliances companies. The rise in distributors and agencies in the country which create after sales service is also available in the country which would also serve as centers for service. The concept of connected devices is also applicable which is a growing  driver for the industry.


Home appliances industry is also facing a set of challenges. Smart homes are the concept by developers and manufacturers who will have to collaborate with Central government, local municipalities, utility providers as well as manufacturers of smart devices. The deal also depends on the government private partnership to provide the underlying infrastructure that supports a scalable  digital platforms for the smart home growth. Turkish government would be participating in the European community’s tariff reduction which would mean to reduce it to zero. The challenge would be competition from other manufacturers from the European community who would be able to sell their products at a much more competitive price in the domestic market.


One of the areas of rapid development is smart homes. This is a new concept in the Turkey. Some of the digitally connected devices making way in the segment are smart TVs. Sensors, smart speakers, digital appliances, security services etc. The concept of smart homes is still in nascent stage but it is a great opportunity for the real estate players to exploit. There are essentially four areas that developers can exploit and include in their home are remote controlled via smart phone, sensors supported by cloud devices, control hubs, connected devices in the home. The real matter of fact is that it is exploiting the smart hub to create a smart home living. Developers are trying to attract huge community of vendors , utilities  and consumers to crate sustainable digital life style platform.

Geographical Market (Dominate Market/Target Opportunities)

The Turkish Market of technical white goods recorded good sales in terms of value and volume both. Major domestic appliances closed the last year sales with all segments at 19.5%. During the last quarter, tumbler dryers and cooking categories showed a positive growth while cooling equipment’s struggled and freezers recorded double digit negative growth. From October to December, small Domestic appliances turnover recorded a growth of 20%.This sector increased sales by 8.8%.  Vacuum Cleaners and ironing systems are still the most prominent segments but also the hot beverage makers, sandwich /grills/ waffle, food preparation and vacuum cleaners led to the excessive growth of the sector. The demand for Turkish Coffee makers and grill combo also increased. As far as brown goods are concerned the Sound bar, Bluetooth speakers showed higher rates in the country. Higher contribution is coming from segments from HDR, UHD and 55 inches TV’s while in many regions car navigators and DVD Players /recorder showed a decline in terms of revenue.

Mergers and Acquisitions

Arcelik announced the agreement to acquire a Pakistani market leading Dawlance, a Pakistani Market leader in home appliances. The $258 million deal is expected to close by the year end. This agreement will provide Arcelik a strong position in the world market and it is expected to grow at 5 %. The Pakistani based company Dawlance was founded in 1980 in Karachi where they have two manufacturing sites. It has its other site in Hyderabad. Dawlance is Pakistan’s leading Refrigerator and microwave brand no 2 air conditioner and no3 laundry category. Arcelik also had investments in Asia –Pacific especially in Thailand and Pakistan where it is gaining a strong platform for growth. Economic growth in Pakistan is leading to more disposable income in the hands of people while the technological advancements are making the company more efficient and affordable. There is demand for home appliances in Pakistan due to inflation prevalent. The acquisition would strengthen the brand name of Arcelik and expand its product portfolio.

Players Specific Data (Product Launch, International and domestic Players Dominance, Sales Distribution)

International and Domestic Players Dominance

Arcelik would establish t be the market leader in Turkey as far as home appliances are concerned. It is trying to expand its product portfolio by acquiring few smaller companies globally. Midea group is the one of the company’s holding strong position in the Turkey Market. It offers a broad range of products from household to commercial appliances. The company is well known by other brands under the same brand umbrella including Toshiba, Midea, Eureka, and Little Swan which have a strong presence in the Turkey. Koc Group is the leading consumer durable group thereby boosting sales and after sales network with a market share of over 50%. It is the market leader in white goods as well as Television and air conditioning units. Arcelik leads Turkey’s consumer electronics sector. With other brands such as Beko and Grundig, Arcelik products are sold in 133 countries. Arcelik is 3 rd largest white goods producer in Europe.

The net effect of the exports of white goods production increased from 440,000 to 750,000 units in 2004.Exports in Turkey in 2012 from USD 1.9 Billion to USD 2.4 Billion in 2011 increased by 18%. It is also observed that imports increased by 48% in 2012 which had significant effect on the TV satellite imports and increased from USD28 Million to USD 875 Million.TV sets are considered to be the backbone of the consumer sector. Majority of the exports are focused on TV sets reaching USD 2.2 Billion.

Migros , a pioneer in the Turkish retail sector , now gives its store managers the opportunity to work with Ipads. Migros Retail stor processes has been mobilized by the handheld terminals now given to its employees. External threats to these mobile devices have also been eliminated by the use of Symantec Mobile Management. There is full control over Ipad devices, Migros overcomes the loss of data challenge.

Key Market Players

The key players profiled are : 

  • FansetElektrikli Ev Aletleri
  • ITIMAT Electromenagers
  • ACP International Trade and Consulting Limited CO
  • Kumtel & Luxell
  • Studiosgn-Home Appliance Development
  • Sarikaya Group
  • Bervin
  • Royal Home Appliances
  • Formex Export Import
  • Tamlas Ironing Borad
  • 2M Ltd Power Guard UPS Systems
  • Faley
  • AL Co Aluminyum BKIR VE Madencilic
  • Silver line EV 
  • Arçelik
  • Profilo
  • Bosch
  • Siemens (BSH-Profilo)
  • Ariston
  • Philco
  • Indesit (Merloni)
  • Teba (Teba)
  • Vestel
  • Regal (Vestel)
  • Demirdöküm (Vaillant)
  • Kumtel (Kumtel,Luxell)

COVID-19 impact on "Turkey Home Appliances Market"

The report analyses and includes complete detailed chapter of 50-70 pages about the short term & long terms impact of COVID-19 outbreak on each segment of "Turkey Home Appliances Market" along with government measures to support the sector. It also showcases the current market landscape during COVID, impact of the virus on leading companies, expected demand schedule and supply chain in the industry and other various major factors. This will help you identify those companies that may benefit from this pandemic as well as those that will lose out.

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Key questions answered in this research report

  • What is the total market size by 2035 and what would be the expected growth rate of sales?
  • What are the total sales in 2018-19 and what would be the expected demand over the forecast period?
  • What are the recent developments and business strategy of companies?
  • What are the market opportunities for the existing and entry level players?
  • What are the key market trends?
  • What are the factors which are driving this market?
  • What are the major barriers to market growth?
  • Who are the key vendors in this market space?

Reasons to buy this market study

  • Turkey Home Appliances Market Facilitate decision-making based on strong historic and forecast data for
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  • Position yourself to gain the maximum advantage of the Reasons to buy this market study
  • Turkey Home Appliances Market Facilitate decision-making based on strong historic and forecast data for
  • Develop strategies based on the latest regulatory framework
  • Position yourself to gain the maximum advantage of the Turkey Home Appliances Market’s growth potential
  • Identify key partners and business development avenues across the globe
  • Respond to your competitor’s business structure, strategy and prospects’s growth potential

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Turkey Home Appliances Market Outlook 2019-2035 : Market Size, Trends, Growth, Opportunities | COVID-19 Impact Analysis

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