Turkey Household Appliances Market Summary

The Turkey household appliances market size was estimated at USD 1.97 billion in 2024 and is projected to grow at a compound annual growth rate (CAGR) of 5.1% from 2025 to 2030. One of the primary factors contributing to this growth is the steady increase in disposable income levels among the Turkish population. As household earnings rise, consumers are increasingly capable of investing not only in basic household appliances but also in premium-segment products. This shift in purchasing behavior has led to a greater tendency to replace outdated appliances and acquire new ones, accelerating demand across various categories.

Urbanization continues to be a major growth driver for Turkey’s household appliances sector. According to the World Bank, Turkey has effectively used its urbanization wave over the past three decades to stimulate economic development. Urban economies have significantly increased the share of industrial and service sectors in the national GDP, contributing to poverty reduction. The implementation of the metropolitan municipality law, in addition to early-stage infrastructure investments and housing development policies, provides a successful model for other emerging economies facing similar urbanization challenges.

Key Market Trends & Insights

• As of February 2025, Turkey's total population had risen to 85.66 million, reflecting an annual growth of 292,567 people. According to data from the Turkish Statistical Institute, the population growth rate increased from 1.1 per thousand in 2023 to 3.4 per thousand in 2024. This growing population, coupled with the formation of new households, directly influences the rising need for essential home appliances, especially in urban and suburban regions.
• Technological advancements and digital transformation are also playing a vital role in the market’s evolution. The increasing penetration of e-commerce platforms has significantly boosted household appliance revenues. Turkish consumers are showing strong preferences for smart, energy-efficient, and environmentally friendly products. This shift is most evident among young adults aged 25 to 34 who are forming new households, as well as among middle-aged individuals aged 35 to 54 who are opting for product upgrades to meet evolving lifestyle needs.
• However, one of the persistent challenges facing the Turkish household appliance market is currency volatility. Frequent fluctuations in the value of the Turkish lira have raised the cost of imported components and finished products, leading to elevated retail prices. Although Turkey benefits from a strong domestic manufacturing base that partially offsets these pressures, imported raw materials and advanced technologies used in premium appliances remain susceptible to price instability.
• In 2024, major appliances held the largest market share due to their essential function in households. The high demand stems from both the establishment of new households and existing ones seeking appliance upgrades. The trend toward smarter and more energy-efficient devices, supported by rising income levels, rapid urbanization, and the expansion of the real estate sector, has further strengthened the market for large household appliances.
• Among distribution channels, electronic stores led the market with a revenue share of 47.4% in 2024. These stores continue to attract customers by providing hands-on product experiences, reliable after-sales services, and knowledgeable sales support. Their ability to integrate online and offline shopping channels enhances the customer journey and fosters higher levels of consumer trust and satisfaction, making them a preferred retail format.

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Market Size & Forecast

• 2024 Market Size: USD 1.97 billion
• 2030 Projected Market Size: USD 2.63 billion
• CAGR (2025 - 2030): 5.1%

Key Companies & Market Share Insights

Several major global and regional companies are actively operating in the Turkish household appliances market, including Robert Bosch GmbH, Haier Group, Whirlpool Corporation, Midea, Samsung, and LG Electronics. These firms contribute to the market's competitive dynamics and innovation.

Robert Bosch GmbH stands out as one of Turkey's top producers of white goods, maintaining the second-largest market share. It operates four manufacturing facilities, including a key plant in Çerkezköy. More than half of its production is exported globally. Bosch is widely regarded by Turkish consumers as a premium and reliable brand, although there have been international criticisms regarding service quality in some markets.

Midea is steadily expanding its footprint in Turkey, offering both major and small home appliances at competitive price points. While the brand appeals to budget-conscious consumers, international user feedback presents a mixed view, citing concerns about product durability and after-sales support. Nonetheless, Midea’s growing presence underscores the increasing diversity of consumer options in the Turkish market.

Key Players

• Robert Bosch GmbH
• Haier Group
• Whirlpool Corporation
• Midea
• Samsung
• LG Electronics

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Conclusion

The Turkey household appliances market is poised for moderate yet steady growth through 2030, driven by rising disposable incomes, urban expansion, and increasing digital penetration. Consumer preference for energy-efficient, smart appliances continues to shape product innovation, while electronic retail formats remain dominant due to personalized service and product accessibility. Despite challenges posed by currency volatility and rising import costs, a robust domestic manufacturing base and expanding population create a favorable environment for sustained growth. With the presence of major global brands and local players alike, Turkey’s appliance sector remains dynamic, competitive, and increasingly attuned to evolving consumer needs and technological trends.