Product Code: HOMETR
Home and garden in Turkey registered a single-digit current value growth in 2015, which was comparable to 2014 but slower than the average for the review period. The continuing shift towards organised retailing from unorganised led sales of branded and higher-quality home and garden products to rise overall, which contributed to the steady positive current value growth of the industry over the review period.
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 2020 illustrate how market demand is expected to evolve in the medium-term.
Product coverage: Gardening, Home Furnishings, Home Improvement, Homewares.
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
Executive Summary
- Continued Growth of Home and Garden in 2015 Driven More by Price Rises
- Gardening Sees the Most Dynamic Growth From A Low Sales Base
- Domestic Manufacturers Account for the Majority of Home and Garden Sales
- Internet Retailing and Direct Selling Both Thrive
- Home and Garden Set To Record A Positive Performance Over the Forecast Period
Key Trends and Developments
- Deteriorating Economy Causes Slower Growth in Home and Garden
- As Broadband Internet Becomes Mainstream Internet Retailing Will Benefit
- Unit Prices and the Competitive Landscape Are Affected by Extra Tariffs Imposed by the Government
Emerging Retail Concepts
- New Distribution Models/emerging Business Models
- Chart 1. Koctas Yapi Marketleri Ticaret AS: Koctas Fix, Home improvement and gardening retailing in Istanbul
- Chart 2. EHM Magazacilik San ve Tic AS: English Home, homewares and home furnishings retailing in Istanbul
Market Data
- Table 1. Sales of Home and Garden by Category: Value 2010-2015
- Table 2. Sales of Home and Garden by Category: % Value Growth 2010-2015
- Table 3. NBO Company Shares of Home and Garden: % Value 2011-2015
- Table 4. LBN Brand Shares of Home and Garden: % Value 2012-2015
- Table 5. Distribution of Home and Garden by Format: % Value 2010-2015
- Table 6. Forecast Sales of Home and Garden by Category: Value 2015-2020
- Table 7. Forecast Sales of Home and Garden by Category: % Value Growth 2015-2020
Definitions
Sources
- Summary 1. Research Sources
Betek Boya Ve Kimya San As in Home and Garden (turkey)
- Strategic Direction
- Key Facts
- Summary 2. Betek Boya ve Kimya San AS: Key Facts
- Summary 3. Betek Boya ve Kimya San AS: Operational Indicators
- Competitive Positioning
- Summary 4. Betek Boya ve Kimya San AS: Competitive Position 2015
Boytas Mobilya San Ve Tic As in Home and Garden (turkey)
- Strategic Direction
- Key Facts
- Summary 5. Boytas Mobilya Sanayi ve Tic AS: Key Facts
- Summary 6. Boytas Mobilya Sanayi ve Tic AS: Operational Indicators
- Competitive Positioning
- Summary 7. Boytas Mobilya Sanayi ve Tic AS: Competitive Position 2015
Koctas Yapi Marketleri Ticaret As in Home and Garden (turkey)
- Strategic Direction
- Key Facts
- Summary 8. Koctas Yapi Marketleri Ticaret AS: Key Facts
- Summary 9. Koctas Yapi Marketleri Ticaret AS: Operational Indicators
- Company Background
- Chart 3. Koctas Yapi Marketleri Ticaret AS: Koctas in Istanbul
- Internet Strategy
Private Label
- Summary 10. Koctas Yapi Marketleri Ticaret AS: Private Label Portfolio
- Competitive Positioning
- Summary 11. Koctas Yapi Marketleri Ticaret AS: Competitive Position 2015
Headlines
Trends
Competitive Landscape
Prospects
Category Data
- Table 8. Sales of Gardening by Category: Value 2010-2015
- Table 9. Sales of Gardening by Category: % Value Growth 2010-2015
- Table 10. NBO Company Shares of Gardening: % Value 2011-2015
- Table 11. LBN Brand Shares of Gardening: % Value 2012-2015
- Table 12. Distribution of Gardening by Format: % Value 2010-2015
- Table 13. Forecast Sales of Gardening by Category: Value 2015-2020
- Table 14. Forecast Sales of Gardening by Category: % Value Growth 2015-2020
Headlines
Trends
Competitive Landscape
Prospects
Category Data
- Table 15. Sales of Home Furnishings by Category: Value 2010-2015
- Table 16. Sales of Home Furnishings by Category: % Value Growth 2010-2015
- Table 17. NBO Company Shares of Home Furnishings: % Value 2011-2015
- Table 18. LBN Brand Shares of Home Furnishings: % Value 2012-2015
- Table 19. LBN Brand Shares of Light Sources: % Value 2012-2015
- Table 20. Distribution of Home Furnishings by Format: % Value 2010-2015
- Table 21. Forecast Sales of Home Furnishings by Category: Value 2015-2020
- Table 22. Forecast Sales of Home Furnishings by Category: % Value Growth 2015-2020
Headlines
Trends
Competitive Landscape
Prospects
Category Data
- Table 23. Sales of Home Improvement by Category: Value 2010-2015
- Table 24. Sales of Home Improvement by Category: % Value Growth 2010-2015
- Table 25. NBO Company Shares of Home Improvement: % Value 2011-2015
- Table 26. LBN Brand Shares of Home Improvement: % Value 2012-2015
- Table 27. Distribution of Home Improvement by Format: % Value 2010-2015
- Table 28. Forecast Sales of Home Improvement by Category: Value 2015-2020
- Table 29. Forecast Sales of Home Improvement by Category: % Value Growth 2015-2020
Headlines
Trends
Competitive Landscape
Prospects
Category Data
- Table 30. Sales of Homewares by Category: Value 2010-2015
- Table 31. Sales of Homewares by Category: % Value Growth 2010-2015
- Table 32. Sales of Homewares by Material: % Value 2010-2015
- Table 33. NBO Company Shares of Homewares: % Value 2011-2015
- Table 34. LBN Brand Shares of Homewares: % Value 2012-2015
- Table 35. Distribution of Homewares by Format: % Value 2010-2015
- Table 36. Forecast Sales of Homewares by Category: Value 2015-2020
- Table 37. Forecast Sales of Homewares by Category: % Value Growth 2015-2020
