Summary
Sales of home and garden products accounted for 3.4% of the total retail sales in 2014. Ongoing real estate developments and changing lifestyles in Turkey have helped home and garden products to achieve buoyant growth. Urbanization and rising per capita income, coupled with improving consumption patterns, are expected to drive per capita spending on home and garden products, which is forecast to grow at a CAGR of 5.7% over the next five years. Sale through online channel has been gaining momentum over the past few years and the trend is expected to continue through 2019, with the sales through the channel expected to grow at a CAGR of 18.5% during the analysis period.
Key Findings
- Home improvement is the largest segment and contributed 51.9% towards the home and garden products category group in 2014
- Specialist retailers are expected to grow at a CAGR of 6.8% over the analysis period.
- The market is fragmented, as the sector is dominated by both domestic as well as international retailers
- Sales through channel are expected to witness a strong CAGR of 18.5% during 2014-2019.
Synopsis
Home and Garden Products Retailing in Turkey - Market Summary and Forecasts” is a detailed sector report providing a comprehensive analysis of the emerging trends, forecasts and opportunities to 2019.
What else does this report offer?
- A thorough analysis of consumer trends changing economic and population factors
- Both qualitative and quantitative insights and analysis of the shifting home and garden products retail dynamics for gardening and outdoor living, home improvement, and homewares from 2009 to 2019
- Sales of home and garden products through the following channels from 2009 to 2019: Home improvement and gardening supplies retailers; hypermarkets, supermarkets and hard-discounters; home furniture and homewares retailers; department stores; value, variety stores and general merchandise retailers; online; other specialist retailers; cash and carries and warehouse clubs; electrical and electronics specialists; other general and non-specialist direct retailers; convenience stores (including Independents) and gas stations
- An overview of key home and garden products retailers operating across Turkey and their presence across distribution channels
Reasons To Buy
- Gain a comprehensive knowledge on home and garden products sector in the Turkish retail market and develop a competitive advantage from the start of your supply chain
- Investigate current and forecast behaviour trends in home and garden products 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 including gardening and outdoor living; home improvement and homewares, with insights on performance across key channels from 2009, with forecasts until 2019
- 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 home and garden products market
- Analysis of key international and domestic players operating in the home and garden products 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
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 Retail - Product Sectors
6.1 Product Sector Analysis
6.1.1 Home and Garden Products
6.2 Home and Garden Products Category Overview
6.2.1 Home and Garden Products by Channel
6.2.2 Home and Garden Products by Category
6.3 Home and Garden Products Category Analysis
6.3.1 Gardening and Outdoor Living
6.3.2 Home Improvement
6.3.3 Homewares
6.4 Major Retailers
6.4.1 Home and Garden Products
7 Appendix
7.1 Definitions
7.1.1 This report provides 2014 actual sales; while forecasts are provided for 2015 - 2019
7.2 Summary Methodology
7.2.1 Overview
7.2.2 The triangulated market sizing method
7.2.3 Industry surveys in the creation of retail market data
7.2.4 Quality control and standardized processes
7.3 About Conlumino
7.4 Disclaimer
List Of Tables
Table 1: Turkey Home and Garden Products Retail Sales (TRY mn), by Channel Group, 2009-2014
Table 2: Turkey Home and Garden Products Retail Sales Forecast (TRY mn), by Channel Group, 2014-2019
Table 3: Turkey Home and Garden Products Retail Sales (US$ mn), by Channel Group, 2009-2014
Table 4: Turkey Home and Garden Products Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 5: Turkey Home and Garden Products Retail Segmentation (% value), by Channel Group, 2009-2019
Table 6: Turkey Home and Garden Products Retail Sales (TRY mn), by Category, 2009-2014
Table 7: Turkey Home and Garden Products Retail Sales Forecast (TRY mn), by Category 2014-2019
Table 8: Turkey Home and Garden Products Retail Sales (US$ mn), by Category, 2009-2014
Table 9: Turkey Home and Garden Products Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 10: Turkey Home and Garden Products Retail Segmentation (% value), by Category, 2009-2019
Table 11: Turkey Gardening and Outdoor Living Retail Sales (TRY mn), by Channel Group, 2009-2014
Table 12: Turkey Gardening and Outdoor Living Retail Sales Forecast (TRY mn), by Channel Group, 2014-2019
Table 13: Turkey Gardening and Outdoor Living Retail Sales (US$ mn), by Channel Group, 2009-2014
Table 14: Turkey Gardening and Outdoor Living Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 15: Turkey Gardening and Outdoor Living Retail Segmentation, by Channel Group, 2009-2019
Table 16: Turkey Home Improvement Retail Sales (TRY mn), by Channel Group, 2009-2014
Table 17: Turkey Home Improvement Retail Sales Forecast (TRY mn), by Channel Group, 2014-2019
Table 18: Turkey Home Improvement Retail Sales (US$ mn), by Channel Group, 2009-2014
Table 19: Turkey Home Improvement Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 20: Turkey Home Improvement Retail Segmentation, by Channel Group, 2009-2019
Table 21: Turkey Homewares Retail Sales (TRY mn), by Channel Group, 2009-2014
Table 22: Turkey Homewares Retail Sales Forecast (TRY mn), by Channel Group, 2014-2019
Table 23: Turkey Homewares Retail Sales (US$ mn), by Channel Group, 2009-2014
Table 24: Turkey Homewares Retail Sales Forecast (US$ mn), by Channel Group, 2014-2019
Table 25: Turkey Homewares Retail Segmentation, by Channel Group, 2009-2019
Table 26: Key Home and Garden Products Retailers in Turkey
Table 27: Turkey Exchange Rate TRY-USD (Annual Average), 2009-2014
Table 28: Turkey Exchange Rate TRY-USD (Annual Average), 2015-2019 Forecasts
Table 29: Conlumino Retail Channel Definitions
Table 30: 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: Share of Home and Garden Products in overall Retail 2014 and 2019
Figure 27: Retail Sales Value and Growth (TRY billion, %) of Home and Garden Products 2014-2019
Figure 28: Spend per Head on Home and Garden Products 2014 and 2019
Figure 29: Online Spend in Home and Garden Products 2014-2019
Figure 30: Online Share of total Home and Garden Products Spend 2014 and 2019
Figure 31: Spending per Channel in Home and Garden Products (%) 2014 and 2019
Figure 32: Turkey Home and Garden Products Retail Sales and Forecast (TRY mn), by Channel Group, 2009-2019
Figure 33: Turkey Home and Garden Products Retail Market Dynamics, by Channel Group, 2009-2019
Figure 34: Turkey Home and Garden Products Retail Sales and Forecast, by Channel Group, 2009-2019
Figure 35: Turkey Home and Garden Products Retail Market Dynamics, by Category 2009-2019
Figure 36: Turkey Gardening and Outdoor Living Retail Sales and Forecast (TRY mn), by Channel Group, 2009-2019
Figure 37: Turkey Home Improvement Retail Sales and Forecast (TRY mn), by Channel Group, 2009-2019
Figure 38: Turkey Homewares Retail Sales and Forecast (TRY mn), by Channel Group, 2009-2019
Figure 39: The Triangulated Market Sizing Methodology
