Double digit growth for appliances in Turkey


TurchiaMajor and small home appliances recorded a very good performance in the Turkish market. Sales results for 2014 shows an increase of 11,1% for major domestic appliances (Mda) and of 24% for small (Sda) ones. All four Mda segments achieved positive growth rates, both in Q4 2014 and for the whole year, compared to 2013. The highest growth was reported in the cookers segment with a double-digit growth rate in Q4 2014. Washing machines and dishwashers also showed double-digit growth in value.High-energy products gained market share in each category. With regard to washing machines, the large-capacity products (8kg, 9kg and 10kg) displayed double-digit growth and drove the market. The largest contribution to the refrigerators segment came from the two-door, bottom freezer products.
In the small home appliances sector, the largest contribution to the growth came from the cyclonic vacuum cleaners, traditional steam irons, hand blenders and handstick categories. Bread makers and deep fryers continued to show a negative performance in the last quarter and they became the only decreasing product groups in 2014. More than one-third of the overall turnover in the vacuum cleaners segment was generated by cyclonic models, and 30% of the total irons turnover was generated by ironing systems.