Summary
“Retailing in Turkey – Market Summary & Forecasts”, published by Conlumino, provides a detailed analysis of both the historic and forecast market data of retail sales of different product segments across key channels in Turkey. In addition, it provides an overview of changing shopping trends, government policies towards business, the influence of various economic variables on the retail industry, new online and technology trends, the competitive landscape across product segments, and details of key retailers.
Key Findings
• A strong and growing economy coupled with high income growth will spur retail demand
• Customer loyalty to local stores is still strong but big discounters and supermarkets are rapidly increasing their market share
• E-commerce is registering a double digit growth across product categories
• Continuing demand for residential properties and growing urbanization to augment growth of home markets
• Tug of war continues in food and grocery among organized and unorganized players
• Need for updated technology products will continue to drive the growth of the electrical and electronic category
Synopsis
• “Retailing in Turkey – Market Summary & Forecasts” is a detailed industry report providing comprehensive analysis of the emerging trends, forecasts, and opportunities in Turkey’s retail market
• The report is a result of a thorough analysis of consumer trends, changing economic and population factors, and the influence of internet and technology in the retail industry.
• The report provides both qualitative and quantitative insights of the changing retail dynamics across various product segments across different channels; with in-depth analysis of 26 product categories and 17 retail channels.
• It provides an overview of key retailers operating across the main product segments and their presence across channels
Reasons To Buy
• The report provides a comprehensive overview of Turkey’s retail market for companies already operating in and those wishing to enter the Turkey’s market.
• Understand which channels and products will be the major winners and losers over the coming years and plan accordingly, with a comprehensive coverage of 26 products, across 12 product sectors that include: Clothing, Footwear, Books, News and Stationery, Electrical and Electronics, Food and Grocery, Personal Care, Furniture and Floor Coverings, Home and Garden Products, Music, Video and Entertainment Software, Sports and Leisure Equipment, Sports and Leisure Equipment, and Luggage and Leather Goods
• Benefit from a detailed analysis of vital economic and population trends, key consumer and technology trends influencing the retail market.
• Monitor the competitive landscape with the analysis of key international and domestic players in each of the 12 product sectors.
TABLE OF CONTENTS
1 Introduction
1.1 What is this Report About?
2 Executive Summary and Outlook
3 Market Context
3.1 A strong economy with major growth potential for retailers
3.1.1 A strong European economy with immense growth potential
3.1.2 Lower domestic savings indicates high spending habits of Turks
3.1.3 Services sector remains the dominant sector for employment
3.1.4 Moderate inflation levels is ideal scenario for retailers
3.1.5 Household consumption trebles driving spending power
3.2 Growing income levels of population will boost retail spending
4 Turkish Shoppers
4.1 Customer loyalty to local stores still strong but big discounters and supermarkets rapidly increasing market share
4.2 Growing young and middle class consumer demographics are key targets for retailers
4.3 Despite Turkey's secular and westernized nature, its population is conservative and Muslim, which retailers need to accommodate
4.4 Turkish consumers want the full shopping experience for non-food purchases
4.5 Increasing popularity of credit/bank cards as mode of payments
4.6 E-commerce has great potential for development in both rural and urban areas
4.6.1 M-commerce is a significant trend for rural communities
4.7 Growing tourist arrivals will foster retail growth
5 Doing Business in Turkey
5.1 Summary
5.1.1 Bureaucracy
5.1.2 Business culture
5.1.3 Infrastructure and logistics
5.2 Laws for foreign investments
5.3 Regulations to ease retail business establishment
5.4 Draft law on regulation of organized retailers
5.5 Taxation policies
6 Internet and Technology
6.1 Broadband, Mobile Phone, and Internet Users
6.1.1 Social Media Penetration in Turkey
7 Retail Topline
7.1 Total Retail
7.1.1 Online Sales andGrowth
7.2 Summary of product sectors
7.2.1 Share of key product sectors
7.2.2 Key product sectors
7.3 Summary of channels
7.3.1 Spend per Channel
7.3.2 Online Penetration of Key Product Sectors
8 Retail - Product Sectors
8.1 Product Sector Analysis
8.1.1 Clothing
8.1.2 Footwear
8.1.3 Books, News and Stationery
8.1.4 Electrical and Electronics
8.1.5 Food and Grocery
8.1.6 Personal Care
8.1.7 Furniture and Floor Coverings
8.1.8 Home and Garden Products
8.1.9 Music, Video and Entertainment Software
8.1.10 Sports and Leisure Equipment
8.1.11 Jewelry, Watches and Accessories
8.1.12 Luggage and Leather Goods
9 Retailers
9.1 Clothing
9.2 Footwear
9.3 Books, News and Stationery
9.4 Electrical and Electronics
9.5 Food and Grocery
9.6 Personal Care
9.7 Furniture and Floor Coverings
9.8 Home and Garden Products
9.9 Music, Video and Entertainment Software
9.1 Sports and Leisure Equipment
9.11 Jewelry, Watches and Accessories
9.12 Luggage and Leather Goods
10 Appendix
10.1 Definitions
10.1.1 This report provides 2013 actual sales; while forecasts are provided for 2013 - 2018
10.2 Summary Methodology
10.2.1 Overview
10.2.2 The triangulated market sizing method
10.2.3 Industry surveys in the creation of retail market data
10.2.4 Quality control and standardized processes
10.3 About Conlumino
10.4 DisclaimerLIST OF TABLES
Table 1: Turkey Clothing Retail Sales (TRY million), by Product Sub-Category, 2008-2013
Table 2: Turkey Clothing Retail Sales (TRY million), by Product Sub-Category, 2013-2018
Table 3: Turkey Footwear Retail Sales (TRY million), by Product Sub-Category, 2008-2013
Table 4: Turkey Footwear Retail Sales (TRY million), by Product Sub-Category, 2013-2018
Table 5: Key Clothing Retailers in Turkey
Table 6: Key Footwear Retailers in Turkey
Table 7: Key Books, News and Stationery Retailers in Turkey
Table 8: Key Electrical and Electronics Retailers in Turkey
Table 9: Key Food and Grocery Retailers in Turkey
Table 10: Key Personal Care Retailers in Turkey
Table 11: Key Furniture and Floor Coverings Retailers in Turkey
Table 12: Key Home and Garden Products Retailers in Turkey
Table 13: Key Music, Video and Entertainment Retailers in Turkey
Table 14: Key Sports and Leisure equipment Retailers in Turkey
Table 15: Key Jewelry, watches and accessories Retailers in Turkey
Table 16: Key Luggage and Leather Goods Retailers in Turkey
Table 17: Turkey Exchange Rate TRY-USD (Annual Average), 2008-2013
Table 18: Turkey Exchange Rate TRY-USD (Annual Average), 2014-2018 Forecasts
Table 19: Conlumino Retail Channel Definitions
Table 20: Conlumino Retail Category Definitions
LIST OF FIGURES
Figure 1: GDP Value (US$ billion), 2007-2013
Figure 2: Growth Rate of GDP (US$ billion, %), 2007-2013E
Figure 3: GDP Value and Growth (TRY billion, %), 2007-2013
Figure 4: Forecasts for GDP Value and Growth (TRY billion, %), 2013-2018
Figure 5: Gross Domestic Savings as a Percentage of GDP (%), 2003-2013
Figure 6: Share of Employment by Sector (%), 2003 and 2013E
Figure 7: Unemployment Rate(%), 2005-2013
Figure 8: Inflation Growth Rates (%), 2003-2013
Figure 9: Household Consumption Expenditure of Turkey (TRY billion), 2003 and 2013E
Figure 10: Household Consumption Expenditure of Major Countries (US$ billion), 2013E
Figure 11: Growth of Household Consumption Expenditure (US$, %), 2003-2013E
Figure 12: Rural and Urban Populations (millions) 2003, 2013 and 2018
Figure 13: Total Population and Growth Rate (Millions, %), 2003-2018
Figure 14: Population Split by Gender (%),2013and2018
Figure 15: Population Split by Age Group (%), 2013 and 2018
Figure 16: Per Capita Spend on Retail(TRY), 2005and 2013
Figure 17: Per Capita Spend (TRY)and Total Retail Spend by Age Group (%), 2005and 2013
Figure 18: Young and middle class population are key target groups
Figure 19: Increasing use of credit cards in Turkey
Figure 20: E-commerce and M-commerce are on a rise
Figure 21: Tourist arrivals to Turkey, (in thousands),2008 and 2013
Figure 22: Major Province with High Spend on Retail
Figure 23: Key Components of Doing Business in Turkey
Figure 24: Withholding Taxes on Selected Payments of Resident/Non-Resident Corporations
Figure 25: Major Transaction Taxes
Figure 26: Total Number of Fixed Broadband Users and Penetration (millions, %), 2003-2013
Figure 27:Total Number of Mobile Phone Users and Penetration (millions, %), 2003-2013
Figure 28:Total Number of Internet Users and Growth Rate (millions,%), 2003-2013
Figure 29:Forecast of Social Network User Penetration in Turkey and World (%), 2013
Figure 30: Retail Sales Value and Growth (TRY billion, %), 2005-2013
Figure 31: Retail Sales as % of Total Consumer Spend (%), 2005 and 2013
Figure 32: Total Retail Sales and Growth Rate(TRY billion, %), 2013 and 2018
Figure 33: Online Sales and Growth Rate (TRY billion, %) 2013-2018
Figure 34: Share of Key Product Sectors (%), 2013and 2018
Figure 35: Growth Rate of Key Product Sectors vs. Growth of Total Retail (%), 2013-2018
Figure 36: Value Growth of Key Product Sectors (TRY billion), 2013-2018
Figure 37: Spend Per Channel 2013and 2018
Figure 38: Online Penetration of Key Product Sectors (%), 2013
Figure 39: Online Penetration of Key Product Sectors (%), 2018
Figure 40: Share of Clothing in overall Retail 2013 and 2018
Figure 41: Retail Sales Value and Growth (TRY billion, %) of Clothing 2013-2018
Figure 42: Spend per Head on Clothing 2013 and 2018
Figure 43: Share of Clothing by Women's Wear, Men's Wear and Children's Wear 2013 and 2018
Figure 44: Women's Wear Sales Value and Growth (TRY billion, %) 2013-2018
Figure 45: Men's Wear Sales Value and Growth (TRY billion, %) 2013-2018
Figure 46: Children's Wear Sales Value and Growth (TRY billion, %) 2013-2018
Figure 47: Online Spend in Clothing and growth,2013-2018
Figure 48: Online Share of Total Clothing Spend 2013 and 2018
Figure 49: Spending per Channel in Clothing (%) 2013 and 2018
Figure 50: Share of Footwear in overall Retail 2013 and 2018
Figure 51: Retail Sales Value and Growth (TRY billion, %) of Footwear 2013-2018
Figure 52: Spend per Head on Footwear 2013 and 2018
Figure 53: Share of Footwear by Women's Footwear, Men's Footwear and Children's Footwear 2013
Figure 54: Women's Footwear Sales Value and Growth (TRY billion, %) 2013-2018
Figure 55: Men's Footwear Sales Value and Growth (TRY billion, %) 2013-2018
Figure 56: Children's Footwear Sales Value and Growth (TRY billion, %) 2013-2018
Figure 57: Online Spend in Footwear 2013-2018
Figure 58: Online Share of total Footwear Spend 2013 and 2018
Figure 59: Spending per Channel in Footwear (%) 2013 and 2018
Figure 60: Share of Books, News and Stationery in overall Retail 2013 and 2018
Figure 61: Retail Sales Value and Growth (TRY billion, %) of Books, News and Stationery 2013-2018
Figure 62: Spend per Head on Books, News and Stationery 2013 and 2018
Figure 63: Online Spend in Books, News and Stationery 2013-2018
Figure 64: Online Share of total Books, News and stationery Spend 2013 and 2018
Figure 65: Spending per Channel in Books, News and stationery (%) 2013 and 2018
Figure 66: Share of Electrical and Electronics in overall Retail 2013 and 2018
Figure 67: Retail Sales Value and Growth (TRY billion, %) of Electrical and Electronics 2013-2018
Figure 68: Spend per Head on Electrical and Electronics 2013 and 2018
Figure 69: Online Spend in Electrical and Electronics 2013-2018
Figure 70: Online Share of total Electrical and Electronics Spend 2013 and 2018
Figure 71: Spending per Channel in Electrical and Electronics (%) 2013 and 2018
Figure 72: Share of Food and Grocery in overall Retail 2013 and 2018
Figure 73: Retail Sales Value and Growth (TRY billion, %) of Food and Grocery 2013-2018
Figure 74: Spend per Head on Food and Grocery 2013 and 2018
Figure 75: Online Spend in Food and Grocery 2013-2018
Figure 76: Online Share of total Food and Grocery Spend 2013 and 2018
Figure 77: Spending per Channel in Food and Grocery (%) 2013 and 2018
Figure 78: Share of Personal Care in overall Retail 2013 and 2018
Figure 79: Retail Sales Value and Growth (TRY billion, %) of Personal Care 2013-2018
Figure 80: Spend per Head on Personal Care 2013 and 2018
Figure 81: Online Spend in Personal Care 2013-2018
Figure 82: Online Share of total Personal Care Spend 2013 and 2018
Figure 83: Spending per Channel in Personal Care (%) 2013 and 2018
Figure 84: Share of Furniture and Floor Coverings in overall Retail 2013 and 2018
Figure 85: Retail Sales Value and Growth (TRY billion, %) of Furniture and Floor Coverings 2013-2018
Figure 86: Spend per Head on Furniture and Floor Coverings 2013 and 2018
Figure 87: Online Spend in Furniture and Floor Coverings 2013-2018
Figure 88: Online Share of total Furniture and Floor Coverings Spend 2013 and 2018
Figure 89: Spending per Channel in Furniture and Floor Coverings (%) 2013 and 2018
Figure 90: Share of Home and Garden Products in overall Retail 2013 and 2018
Figure 91: Retail Sales Value and Growth (TRY billion, %) of Home and Garden Products 2013-2018
Figure 92: Spend per Head on Home and Garden Products 2013 and 2018
Figure 93: Online Spend in Home and Garden Products 2013-2018
Figure 94: Online Share of total Home and Garden Products Spend 2013 and 2018
Figure 95: Spending per Channel in Home and Garden Products (%) 2013 and 2018
Figure 96: Share of Music, Video and Entertainment Software in overall Retail 2013 and 2018
Figure 97: Retail Sales Value and Growth (TRY billion, %) of Music, Video and Entertainment Software 2013-2018
Figure 98: Spend per Head on Music, Video and Entertainment Software 2013 and 2018
Figure 99: Online Spend in Music, Video and Entertainment Software 2013-2018
Figure 100: Online Share of total Music, Video and Entertainment Software Spend 2013 and 2018
Figure 101: Spending per Channel in Music, Video and Entertainment Software (%) 2013 and 2018
Figure 102: Share of Sports and Leisure Equipment in overall Retail 2013 and 2018
Figure 103: Retail Sales Value and Growth (TRY billion, %) of Sports and Leisure Equipment 2013-2018
Figure 104: Spend per Head on Sports and Leisure Equipment 2013 and 2018
Figure 105: Online Spend in Sports and Leisure Equipment 2013-2018
Figure 106: Online Share of total Sports and Leisure Equipment Spend 2013 and 2018
Figure 107: Spending per Channel in Sports and Leisure Equipment (%) 2013 and 2018
Figure 108: Share of Jewelry, Watches and Accessories in overall Retail 2013 and 2018
Figure 109: Retail Sales Value and Growth (TRY billion, %) of Jewelry, Watches and Accessories 2013-2018
Figure 110: Spend per Head on Jewelry, Watches and Accessories 2013 and 2018
Figure 111: Online Spend in Jewelry, Watches and Accessories 2013-2018
Figure 112: Online Share of total Jewelry, Watches and Accessories Spend 2013 and 2018
Figure 113: Spending per Channel in Jewelry, Watches and Accessories (%) 2013 and 2018
Figure 114: Share of Luggage and Leather Goods in overall Retail 2013 and 2018
Figure 115: Retail Sales Value and Growth (TRY billion, %) of Luggage and Leather Goods 2013-2018
Figure 116: Spend per Head on Luggage and Leather Goods 2013 and 2018
Figure 117: Online Spend in Luggage and Leather Goods 2013-2018
Figure 118: Online Share of total Luggage and Leather Goods Spend 2013 and 2018
Figure 119: Spending per Channel in Luggage and Leather Goods (%) 2013 and 2018
Figure 120: Major Domestic Retailers in Turkey
Figure 121: Major International Retailers in Turkey
Figure 122: The Triangulated Market Sizing Methodology
