Home and garden in Turkey achieved significant value growth in 2023, attributed to macroeconomic factors in the country. However, inflation levels and interest rates remain high, thus helping to support value sales but also posing as a constraint to consumer spending power and investment momentum from players in the industry.
Sustainability and eco-friendliness are emerging as dominant trends which will continue to shape consumer preferences over the forecast period. As environmental awareness grows, there is a notable shift towards products which are manufactured with recycled materials, prioritise energy efficiency, and adhere to environmentally responsible production processes.
In 2023, several major developments reshaped the landscape of Turkey's homewares and home improvement sectors. One notable highlight comes from the strategic expansion of Pasabahce (Pasabahce Cam San ve Tic AS), which saw the brand maintaining its lead in beverageware by offering high-quality glass products that resonate well with consumers amidst economic uncertainties.
In 2023, notable distribution trends and changes emerged within Turkey's homewares and gardening sectors, reflecting shifts in consumer behaviour and market dynamics. One prominent trend was the accelerated adoption of e-commerce platforms as a preferred shopping channel for homewares and gardening products, such as seen with local e-commerce platform Trendyol.
During the forecast period, several key trends are expected to shape consumer preferences and market dynamics. With the continued urbanisation and expansion of the middle class, there will likely be a sustained demand for functional and aesthetically pleasing home furnishings, particularly in categories like cutlery, kitchen sinks, and window covering.
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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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