Homewares in Turkey - New Market Study Published

Homewares demonstrated current value growth of 4% in 2014, thanks mainly to the rapid spread of chained homewares and home furnishings store as the number of shopping centres in the country continued to increase at the end of the review period. Furthermore, offering homewares as gifts, particularly to families who are moving into a new home, remained a popular and deeply-rooted tradition in Turkey and this led to positive current value growth in homewares in 2014. Despite this, growth in homewares towards the end of the review period was slower than the 7% current value CAGR registered in the category over the entire review period. This was mainly the consequence of declining consumer expenditure in the country due to economic slowdown.

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Competitive Landscape

Pasabahce Cam San ve Tic AS, one the oldest companies operating in homewares in Turkey, continued to lead the category in 2014 with a value share of 16%. The company is particularly strong in beverageware, ovenware and food storage, thanks to the fact that its main area of expertise is glassware. The company’s products remain widely available in its Pasabahce stores, with the chain expanded to 45 stores in 11 cities of Turkey by the end of the review period. Furthermore, the company’s products were available through hundreds of third-party wholesalers and retailers across the country by the end of the review period. In addition, the company managed to increase its actual retail sales by 4% in 2014, the result of strong marketing and communication activities, especially in-store marketing.

Industry Prospects

Homewares is set to register a relatively slow constant value CAGR of 1% over the forecast period as a result of the fact that a significant number of consumers who are expected to postpone renewing the homewares as their income levels stagnate.

Homewares Market Research

Analyse key trends and developments in Turkey for all product categories, competitors and channels.

Evaluate the market position and financial performance of the leading national and international market players.

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