In 2024, the home and garden industry in Turkey was significantly influenced by persistent inflation and economic uncertainty, which shaped consumer behaviour across all categories. Gardening recorded strong current value growth as prices surged amid inflation.
Horticulture witnessed robust value growth in 2024, fuelled by economic and lifestyle trends. High inflation and reduced purchasing power drove consumers to grow their own fruit, vegetables, and herbs to offset rising food costs.
In 2024, MAPA Mobilya ve Aksesuar AS, the national brand owner of Ikea in Turkey, solidified its position as the leading company in the home and garden industry. Amid persistent inflation and ongoing currency fluctuations, Turkish consumers became increasingly price-sensitive, especially when it came to big-ticket items like furniture.
Non-grocery retailers remained the leading distribution channel for the home and garden market in Turkey in 2024, driven by the strong consumer preference for in-store shopping experiences, particularly in product categories that benefit from physical inspection and expert guidance. In gardening, home improvement and gardening stores continued to dominate as the primary retail channel as Turkish consumers showed a clear preference for purchasing items such as gardening tools, growing media, and live plants in physical outlets, where they could see products firsthand, seek advice from knowledgeable staff, and personally select plants.
Over the forecast period, the home and garden market in Turkey is expected to continue growing in value, albeit at a slower pace, supported by ongoing urban expansion and new housing projects in major cities such as Istanbul, Ankara, and Izmir. Urbanisation will drive demand for compact, modular furniture, with brands such as Vivense and Ikea well-positioned to cater to small-space needs.
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Understand the latest market trends and future growth opportunities for the Home and Garden industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Home and Garden industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Home and Garden
This project has a strict focus on sales to consumers only. Trade and professional sales are excluded. Home and garden refers to gardening, home improvement, homewares and home furnishings.
See all of our definitionsThis report originates from Passport, our Home and Garden research and analysis database.
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