Positive start to 2016
- Smart Solutions
- Sep 24, 2016
- 2 min read
The first quarter of 2016 saw healthy growth in the Turkish technical consumer goods (TCG) market, compared to Q1 2015. With an overall increase of 12.3 percent in the TCG market, the major domestic appliances (MDA), small domestic appliances. (SDA), and telecommunications (TC) sectors all grew by double digits.
Turkey: Technical consumer goods – sales value by category
Source: GfK Turkey
Consumer Electronics
In Q1 2016, the CE sector registered a marginal increase over the same quarter in 2015. The sector’s largest segment – Panel TVs – drove the sector. In particular, ultra-high definition (UHD) models performed well. Growth was also reported in the action cameras and soundbars segments. With this increase, the soundbars segment has started to replace the more traditional products in the home audio systems category.
Photography
The PH sector fell by 13.0 percent in Q1 2016, compared to 2015’s Q1. However, there are signs that the PH market has started to stabilize. Sales of digital cameras also declined (down by 12.6 percent, compared toQ1 2015), due mainly to the single-lens reflex (SLR) and compact systemcameras (CSC) segments.
Major Domestic Appliances
The sector grew by 16.3 percent in Q1 2016, which represented doubledigit growth, compared to Q1 2015. All products groups contributed to this positive result with cooking products, and cooling products – mainly two-door, no-frost, bottom-freezer coolers – leading the way.
Small Domestic Appliances
The Turkish SDA sector reported healthy, double-digit growth in Q1 2016 – up by 20.2 percent on the results in 2015’s Q1. The vacuum cleaners, shavers and hot beverage makers segments contributed the most with rises of 34 percent, 32.8 percent, and 23.6 percent, respectively. Cyclonic vacuum cleaners, intense pulsed light (IPL) products, and Turkish coffee machines all did well.
Information Technology
In Q1 2016, the IT sector shrank by 13.3 percent, compared to Q1 2015. Large falls were noted in the mobile computing products, and mediatablets segments – down by 7.2 percent and 34.1 percent, respectively. The growth of big-screen smartphones, phablets, and 2-in-1 products have impacted sales in this sector.
Telecommunications
The TC sector registered the biggest growth in the Turkish TCG market in Q1 2015 – up by 22.8 percent, compared to the same quarter in 2015. This was largely due to a 24.0 percent increase in sales of smartphones. The forthcoming launch of 4G on April 1, 2016 is causing excitement in this market.
Office Equipment and Consumables
Modest growth (up by 4.1 percent, compared to Q1 2015) was noted in the OE sector in the first quarter of 2016. This market was driven by improved sales of printers, laser cartridges, and inkjet cartridges.