Dishwashers in Turkey - New Market Study Published

The new regulation that limited payments with instalments via credit card to nine months significantly negatively affected sales of dishwashers in 2014, and the category declined by 1% in volume terms. Given that this payment method was widely used, retailers and dealers immediately tried to find ways to eliminate the effects of this regulation. By 2015, all the popular retail chains provided a complete on-site credit service to their customers via contracted financial institutions, including credit reporting and borrowing, whilst independent electronics and appliance specialist retailers and dealers mainly preferred traditional bill credit for customers who wanted opt for paying in instalments of more than nine months. This led to the remarkable recovery in sales of dishwashers, with the category registering volume growth of 4% in 2015.

Competitive Landscape

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Thanks to having by far the most extensive retailer and dealer network, including its own exclusive stores and independent third-party dealers, Arçelik continued to lead dishwashers in 2015, with a volume share of 43%. Besides, the fact that the company is able to offer a very wide range of prices and products to Turkish consumers under its Altus, Arçelik and Beko brands is another important advantage of Arçelik against its competitors.

Industry Prospects

Dishwashers is set to continue to register a positive performance, with a volume CAGR of 4% over the forecast period. The household penetration rate of 51% for dishwashers in 2015 points out the fact that the category has significant potential for further growth, as ongoing urbanisation and the increasing participation of women in the workforce in the country will lead to fewer people with adequate time for household chores, including hand dishwashing. As a consequence, it is expected that the household penetration rate will reach 53% in 2020.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Dishwashers industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Dishwashers industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Dishwashers in Turkey market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth  

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