GfK Temax data show that, in the fourth quarter of 2015, the Turkish technical consumer goods market grew by 11.6%, compared to Q4 2014. The Tlc, small domestic appliances and office equipment and consumables sectors grew fastest, in terms of value.
Major domestic appliances
In the last quarter of 2015, sales in the major domestic appliances sector reached TL2.13 billion, with a growth rate of 0.2%, compared to Q4 2014. For the whole of 2015, sales amounted to TL9.04 billion, a rise of 13% compared to 2014. All four MDA product groups achieved double-digit growth rates in the whole of 2015 (compared to 2014), with cookers reporting the highest growth (up by 16%). Washing machines were close behind with a rise of 15%. In Q4 2015, cookers and washing machines grew by single digits, but dishwashers and refrigerators registered falls, compared to Q4 2014. Built-in/under ovens performed well and displayed double-digit growth in the cooking equipment category. In the whole of 2015, this affected the growth in the product group positively, compared to 2014. With regard to washing machines, the large-capacity products (8 kg, 9 kg and 10 kg) reported increases and drove the market (the 9 kg version contributed the most in this segment). In the refrigerators category, the largest contribution came from the two-door, No frost, and bottom freezer products. Four-program products drove the dishwashers segment. High-energy products gained market share in each category.
Small domestic appliances
In Q4 2015, the Turkish SDA sector grew by 12.2% in value, compared to the same quarter of 2014, and recorded a market value of TL1 billion. In the last quarter of 2015, the vacuum cleaners and irons segments – the main products groups in the sector – fell in terms of units and this affected growth in the sector. Both the shift to high-end products and price increases (due to new tax regulation) led to a two-digit growth rate in terms of value. In Q4 2015, hot beverage makers, shavers, sandwich makers and toasters grew, both in unit and in value. The best performances came from the shavers, vacuum cleaners, bread makers, hot beverage makers, food preparation equipment, sandwich makers, toasters, and kettles segments. With the rising tendency for multi-functional, high-tech gadgets, the demand for products – including cyclonic vacuum cleaners, ironing systems, intense pulsed light (IPL) equipment, and espresso machines – increased.
Telecommunications
The Turkish Tlc sector developed well in 2015 with sales volume of TL17.3 billion, and growth of 27%, with the smartphones segment reporting growth of 29%, compared to the whole of 2014. In the last quarter of 2015, growth similar to the rest of the year was registered. The total sector reached a turnover of TL5 billion, with growth of 27%, compared to Q4 2014.
Information technology
Increasing exchange rates, uncertainties in the market, the impact of elections, and developments in the global arena affected the buying behavior of Turkish consumers. Growth in the mediatablets segment started to fall as the market became saturated. The average sales prices of mediatablets continued to decrease without any consolidation among manufacturers. In the whole of 2015, the IT sector declined by 2.5% in value compared to 2014. End-of-year campaigns positively influenced the trend, but the sales level remained below that of the previous year. In Q4 2015, the sector declined by 3.6% compared to Q4 2014. Comparing the last quarters of 2014 and 2015, mediatablets declined by 17.9% in value. As a result, the whole year’s growth was 10.7%. In 2015, the falls in the mobile computing segment slowed: sales value declined by 0.5%. When Q4 2015 is compared with the same period in 2014, sales value grew by 1.4%. This was possibly due to the effects of increasing exchange rates and inflation.
Office equipment and consumables
In Q4 2015, the OE sector experienced a growth by 9.4% in value, compared with the last quarter of 2014. Comparing the full year of 2014 with that of 2015, value-based growth was equaled to 2,6%.
Consumer electronics
The growth rate in Turkey’s CE sector slowed in the last quarter of 2015 and registered an increase of 2%, and turnover of TL1.6 billion compared with Q4 2014. The sector closed 2015 at TL5.5 billion, which represented an increase in sales of 5%, compared to the whole of 2014. Action cameras (up by 50%) and TVs were the only product groups that registered positive results in the sector. Other product groups continued to show double-digit falls in sales.
Photography
In Q4 2015, the photography sector closed with a decline of 24%, compared to Q4 2014, with turnover of TL33 million. Considering the 38% shrinkage that occurred in the whole of 2015, a decreasing level of decline could indicate lower turnover losses in the future, and the start of a stable market.
