Turkey TCG market performed well in Q2 2016
- Smart Solutions
- Sep 24, 2016
- 2 min read
The technical consumer goods (TCG) market in Turkey performed well in Q2 2016 – up by 16 percent, compared to the same quarter in 2015. Three of the seven sectors registered double-digit increases – major domestic appliances (MDA), small domestic appliances (SDA), and telecommunication (TC). Of those remaining, photography (PH), and information technology (IT) shrank the most – by 20.5 percent and 16.3 percent, respectively.
Turkey: Technical consumer goods – sales value by category
Source: GFK
Consumer Electronics
The CE sector in Turkey rose in Q2 2016, compared to the same quarter in 2015. The increase of 7.8 percent was largely due to higher sales in the panel TVs segment, thanks to the positive effects of the UEFA EURO 2016 football championship. The panel TVs category grew by 8.3 percent, driven by ultra-high definition (UHD) TVs, and models with screens larger than 55 inches. Also, Wi-Fi sound systems grew in popularity in Q2 2016.
Photography In Q2 2016, the PH sector declined by 20.5 percent, when compared to Q2 2015. All segments suffered, with sales of digital cameras down by 20.4 percent. However, there was a smaller decline for single-lens reflex (SLR) products.
Major Domestic Appliances Together with the SDA sector, products in the MDA market registered the largest growth in Q2 2016 – up by 24.3 percent, compared to 2015’s Q2. Double-digit growth was noted in all product groups with two-door (bottom freezer) refrigerators, upright freezers, and washing machines leading the way.
Small Domestic Appliances In Q2 2016, the SDA sector recorded growth of 24.2 percent, compared to the same quarter in 2015. Sales of hot beverage makers (up by 36.4 percent), vacuum cleaners (up by 31.6 percent), and shavers (up by 29.2 percent) contributed the most. Increased demand was generated in the cyclonic vacuum cleaners, and Turkish coffee machines segments.
Information Technology A large decline was noted in the IT sector in Q2 2016 – down by 16.3 percent overall, compared to Q2 2015. Despite an increase in sales of monitors, there were falls in the mobile computing products, and mediatablets segments – down by 5.2 percent and 40.1 percent, respectively.
Telecommunications In the second quarter of 2016, the TC sector rose above Q2 2015’s results by 22.5 percent. This was due largely to sales of smartphones (up by 27.7 percent). The recent launch of 4G (in April 2016) helped to drive this result.
Office Equipment and Consumables There was a marginal decline in the OE sector in Q2 2016 – down by 0.6 percent, compared to 2015’s Q2. Sales of Printers registered the highest growth (up by 2.8 percent).