Summary
The retail sector in Turkey saw robust growth over the past few years and the trend is set to continue through to 2019. Strong domestic demand, increasing trade, and the rise in foreign investments are driving the growth of retail sales. Furthermore, the recovery of other European markets, especially those that are export destinations, will further fuel the growth of economy over the next five years. The increasing penetration of the Internet and mobile devices is fueling the growth of sales through the online channel, and the trend is expected to gain further traction over the next five years.
Key Findings
- Burgeoning youth and middle class population - key target area for retailers
- Customers remain loyal to local shops while modern retail stores continue to gain market share
- E-commerce has great potential for development in both rural and urban areas
- Food and grocery category accounted for 55.4% of total retail sales in 2014
- Online retailing is expected to grow at a CAGR of 20.4% over the forecast period
Synopsis
Retailing in Turkey - Market Summary and Forecasts, 2014-2019” provides data for historic and forecast retail sales, and also includes information on the business environment and country risk related to the Turkey retail environment. In addition, it analyses the key consumer trends influencing the Turkey retail industry.
What else does this report offer?
- In-depth analysis of the latest trends in consumer shopping, covering the factors driving shopping, consumer insights, market dynamics (covering 26 product categories), and reviews of the latest best practice in online retail site design
- Market insights based on consumer trends, changing economic and demographic factors, technology innovations and other macroeconomic factors.
- Retail sales and fastest-growing product categories that includes Clothing; Footwear; Books, News and Stationery; Electrical and Electronics; Food and Grocery; Health and Beauty; Furniture and Floor Coverings; Home and Garden Products; Music, Video and Entertainment Software; Sports and Leisure Equipment; Jewelry, Watches and Accessories; Luggage and Leather Goods
- Qualitative and quantitative insights of changing retail dynamics across various channels
Reasons To Buy
- Gain a comprehensive knowledge on 26 products across 12 product sectors in the Turkey retail market and develop a competitive advantage around consumer behaviour trends from the start of your supply chain
- Explore novel opportunities that will allow you to align your product offerings and strategies to meet demand by analyzing the vital economic and population trends, key consumer and technology trends influencing the retail market
- Investigate current and forecast behaviour trends in each category to identify the best opportunities to exploit
- Analyze the recommended actions to align your marketing strategies with the crucial trends influencing the consumer behavior - Understand the fastest growing categories in the market with insights on performance of individual product categories, across key channels from 2009, with forecasts until 2019
- Analysis of key international and domestic players operating in the Turkey retail market - including store counts and revenues that give you a competitive edge - identify opportunities to improve your market share
Table Of Contents
1 Introduction
1.1 What is this Report About?
2 Executive Summary and Outlook
3 Market Context
3.1 Strong economy offers ample growth opportunities for retailers
3.1.1 Robust economy with high growth potential - A positive sign for retailers
3.1.2 Turks tend to spend more as reflected by the lower savings rate
3.1.3 Services sector continues to be the dominant sector for employment
3.1.4 Retailers to benefit from moderate inflation levels
3.1.5 Household consumption doubles, driving spending power
3.1.6 Increasing urbanization is an ideal scenario for retailers
3.2 Growing income levels of population will boost retail spending
4 Turkish Shoppers
4.1 Supermarkets and big discounters making inroads into market share of local stores that enjoy customer loyalty
4.2 Burgeoning young and middle class consumer demographics - the key target areas for retailers
4.3 Retailers need to balance between westernized, secular and conservative Muslim population
4.4 Increasing number of Turks looking for wholesome shopping experience
4.5 Increasing popularity of credit/debit 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 Increasing number of foreign tourist to aid 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 Increasing Social Media Penetration - An opportunity for retailers
7 Retail Topline
7.1 Total Retail
7.1.1 Online Sales and Growth
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 Health and Beauty
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 Health and Beauty
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 2014 actual sales; while forecasts are provided for 2015 - 2019
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 Disclaimer
List Of Tables
Table 1: Turkey Clothing Retail Sales (TRY billion), by Product Sub-Category, 2009-2014
Table 2: Turkey Clothing Retail Sales (TRY billion), by Product Sub-Category, 2014-2019
Table 3: Turkey Footwear Retail Sales (TRY billion), by Product Sub-Category, 2009-2014
Table 4: Turkey Footwear Retail Sales (TRY billion), by Product Sub-Category, 2014-2019
Table 5: Major Domestic Retailers in Turkey
Table 6: Major International Retailers in Turkey
Table 7: Key Clothing Retailers in Turkey
Table 8: Key Footwear Retailers in Turkey
Table 9: Key Books, news, and stationery Retailers in Turkey
Table 10: Key Electrical and Electronics Retailers in Turkey
Table 11: Key Food and Grocery Retailers in Turkey
Table 12: Key Health and Beauty Retailers in Turkey
Table 13: Key Furniture and Floor Coverings Retailers in Turkey
Table 14: Key Home and Garden Products Retailers in Turkey
Table 15: Key Music, video, and entertainment Retailers in Turkey
Table 16: Key Sports and Leisure equipment Retailers in Turkey
Table 17: Key Jewelry, watches, and accessories Retailers in Turkey
Table 18: Key Luggage and Leather Goods Retailers in Turkey
Table 19: Turkey Exchange Rate TRY-USD (Annual Average), 2009-2014
Table 20: Turkey Exchange Rate TRY-USD (Annual Average), 2015-2019 Forecasts
Table 21: Conlumino Retail Channel Definitions
Table 22: Conlumino Retail Category Definitions
List Of Figures
Figure 1: GDP Value (US$ billion), 2009-2014
Figure 2: Growth Rate of GDP (US$ billion, %), 2009-2014
Figure 3: GDP Value and Growth (TRY billion, %), 2008-2014
Figure 4: Forecasts for GDP Value and Growth (TRY billion, %), 2014-2019
Figure 5: Gross Domestic Savings as a Percentage of GDP (%), 2004-2014
Figure 6: Share of Employment by Sector (%), 2004 and 2014
Figure 7: Unemployment Rate(%), 2005-2014
Figure 8: Inflation Growth Rates (%), 2004-2014
Figure 9: Household Consumption Expenditure of Turkey (TRY billion), 2004 and 2014
Figure 10: Household Consumption Expenditure of Major Countries (US$ billion), 2014
Figure 11: Growth of Household Consumption Expenditure (US$, %), 2004-2014
Figure 12: Rural and Urban Populations (millions) 2004, 2014 and 2019
Figure 13: Total Population and Growth Rate (Millions, %), 2004-2019
Figure 14: Population Split by Gender (%), 2014 and 2019E
Figure 15: Population Split by Age Group (%), 2014 and 2019
Figure 16: Per Capita Spend on Retail (TRY), 2006 and 2014
Figure 17: Per Capita Spend (TRY)and Total Retail Spend by Age Group (%), 2006 and 2019
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), 2009 and 2014
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, %), 2004-2014
Figure 27:Total Number of Mobile phone subscriptions and Penetration (millions, %), 2004-2014
Figure 28:Total Number of Internet Users and Growth Rate (millions,%), 2004-2019
Figure 29:Forecast of Social Network User Penetration in Turkey and World (%), 2014
Figure 30: Retail Sales Value and Growth (TRY billion, %), 2006-2014
Figure 31: Retail Sales as % of Total Consumer Spend (%), 2006 and 2014
Figure 32: Total Retail Sales and Growth Rate(TRY billion, %), 2014 and 2019
Figure 33: Online Sales and Growth Rate (TRY billion, %) 2014-2019
Figure 34: Share of Key Product Sectors (%), 2014 and 2019
Figure 35: Growth Rate of Key Product Sectors vs. Growth of Total Retail (%), 2014-2019
Figure 36: Value Growth of Key Product Sectors (TRY billion), 2014-2019
Figure 37: Spend Per Channel 2014 and 2019
Figure 38: Online Penetration of Key Product Sectors (%), 2014
Figure 39: Online Penetration of Key Product Sectors (%), 2019
Figure 40: Share of Clothing in overall Retail 2014 and 2019
Figure 41: Retail Sales Value and Growth (TRY billion, %) of Clothing 2014-2019
Figure 42: Spend per Head on Clothing 2014 and 2019
Figure 43: Share of Clothing by Women's Wear, Men's Wear, and Children's Wear 2014 and 2019
Figure 44: Women's Wear Sales Value and Growth (TRY billion, %) 2014-2019
Figure 45: Men's Wear Sales Value and Growth (TRY billion, %) 2014-2019
Figure 46: Children's Wear Sales Value and Growth (TRY billion, %) 2014-2019
Figure 47: Online Spend in Clothing and growth, 2014-2019
Figure 48: Online Share of Total Clothing Spend 2014 and 2019
Figure 49: Spending per Channel in Clothing (%) 2014 and 2019
Figure 50: Share of Footwear in overall Retail 2014 and 2019
Figure 51: Retail Sales Value and Growth (TRY billion, %) of Footwear 2014-2019
Figure 52: Spend per Head on Footwear 2014 and 2019
Figure 53: Share of Footwear by Women's Footwear, Men's Footwear and Children's Footwear 20134 and 2019
Figure 54: Women's Footwear Sales Value and Growth (TRY billion, %) 2014-2019
Figure 55: Men's Footwear Sales Value and Growth (TRY billion, %) 2014-2019
Figure 56: Children's Footwear Sales Value and Growth (TRY billion, %) 2014-2019
Figure 57: Online Spend in Footwear 2014-2019
Figure 58: Online Share of total Footwear Spend 2014 and 2019
Figure 59: Spending per Channel in Footwear (%) 2014 and 2019
Figure 60: Share of Books, News, and Stationery in overall Retail 2014 and 2019
Figure 61: Retail Sales Value and Growth (TRY billion, %) of Books, News, and Stationery 2014-2019
Figure 62: Spend per Head on Books, News, and Stationery 2014 and 2019
Figure 63: Online Spend in Books, News, and Stationery 2014-2019
Figure 64: Online Share of total Books, News, and Stationery Spend 2014 and 2019
Figure 65: Spending per Channel in Books, News, and Stationery (%) 2014 and 2019
Figure 66: Share of Electrical and Electronics in overall Retail 2014 and 2019
Figure 67: Retail Sales Value and Growth (TRY billion, %) of Electrical and Electronics 2014-2019
Figure 68: Spend per Head on Electrical and Electronics 2014 and 2019
Figure 69: Online Spend in Electrical and Electronics 2014-2019
Figure 70: Online Share of total Electrical and Electronics Spend 2014 and 2019
Figure 71: Spending per Channel in Electrical and Electronics (%) 2014 and 2019
Figure 72: Share of Food and Grocery in overall Retail 2014 and 2019
Figure 73: Retail Sales Value and Growth (TRY billion, %) of Food and Grocery 2014-2019
Figure 74: Spend per Head on Food and Grocery 2014 and 2019
Figure 75: Online Spend in Food and Grocery 2014-2019
Figure 76: Online Share of total Food and Grocery Spend 2014 and 2019
Figure 77: Spending per Channel in Food and Grocery (%) 2014 and 2019
Figure 78: Share of Health and Beauty in overall Retail 2014 and 2019
Figure 79: Retail Sales Value and Growth (TRY billion, %) of Health and Beauty 2014-2019
Figure 80: Spend per Head on Health and Beauty 2014 and 2019
Figure 81: Online Spend in Health and Beauty 2014-2019
Figure 82: Online Share of total Health and Beauty Spend 2014 and 2019
Figure 83: Spending per Channel in Health and Beauty (%) 2014 and 2019
Figure 84: Share of Furniture and Floor Coverings in overall Retail 2014 and 2019
Figure 85: Retail Sales Value and Growth (TRY billion, %) of Furniture and Floor Coverings 2014-2019
Figure 86: Spend per Head on Furniture and Floor Coverings 2014 and 2019
Figure 87: Online Spend in Furniture and Floor Coverings 2014-2019
Figure 88: Online Share of total Furniture and Floor Coverings Spend 2014 and 2019
Figure 89: Spending per Channel in Furniture and Floor Coverings (%) 2014 and 2019
Figure 90: Share of Home and Garden Products in overall Retail 2014 and 2019
Figure 91: Retail Sales Value and Growth (TRY billion, %) of Home and Garden Products 2014-2019
Figure 92: Spend per Head on Home and Garden Products 2014 and 2019
Figure 93: Online Spend in Home and Garden Products 2014-2019
Figure 94: Online Share of total Home and Garden Products Spend 2014 and 2019
Figure 95: Spending per Channel in Home and Garden Products (%) 2014 and 2019
Figure 96: Share of Music, Video, and Entertainment Software in overall Retail 2014 and 2019
Figure 97: Retail Sales Value and Growth (TRY billion, %) of Music, Video, and Entertainment Software 2014-2019
Figure 98: Spend per Head on Music, Video, and Entertainment Software 2014 and 2019
Figure 99: Online Spend in Music, Video, and Entertainment Software 2014-2019
Figure 100: Online Share of total Music, Video, and Entertainment Software Spend 2014 and 2019
Figure 101: Spending per Channel in Music, Video, and Entertainment Software (%) 2014 and 2019
Figure 102: Share of Sports and Leisure Equipment in overall Retail 2014 and 2019
Figure 103: Retail Sales Value and Growth (TRY billion, %) of Sports and Leisure Equipment 2014-2019
Figure 104: Spend per Head on Sports and Leisure Equipment 2014 and 2019
Figure 105: Online Spend in Sports and Leisure Equipment 2014-2019
Figure 106: Online Share of total Sports and Leisure Equipment Spend 2014 and 2019
Figure 107: Spending per Channel in Sports and Leisure Equipment (%) 2014 and 2019
Figure 108: Share of Jewelry, Watches, and Accessories in overall Retail 2014 and 2019
Figure 109: Retail Sales Value and Growth (TRY billion, %) of Jewelry, Watches, and Accessories 2014-2019
Figure 110: Spend per Head on Jewelry, Watches, and Accessories 2014 and 2019
Figure 111: Online Spend in Jewelry, Watches, and Accessories 2014-2019
Figure 112: Online Share of total Jewelry, Watches, and Accessories Spend 2014 and 2019
Figure 113: Spending per Channel in Jewelry, Watches, and Accessories (%) 2014 and 2019
Figure 114: Share of Luggage and Leather Goods in overall Retail 2014 and 2019
Figure 115: Retail Sales Value and Growth (TRY billion, %) of Luggage and Leather Goods 2014-2019
Figure 116: Spend per Head on Luggage and Leather Goods 2014 and 2019
Figure 117: Online Spend in Luggage and Leather Goods 2014-2019
Figure 118: Online Share of total Luggage and Leather Goods Spend 2014 and 2019
Figure 119: Spending per Channel in Luggage and Leather Goods (%) 2014 and 2019
Figure 120: The Triangulated Market Sizing Methodology
