Turkey Household Appliances Market Size, Share & Trends Analysis Report By Product (Major Appliances, Small Appliances), By Distribution Channel (Electronic Stores, Online), And Segment Forecasts, 2025 - 2030

Turkey Household Appliances Market Trends

The Turkey household appliances market size was estimated at USD 1.97 billion in 2024 and is projected to grow at a CAGR of 5.1% from 2025 to 2030. A key factor is the consistent rise in disposable incomes, enabling Turkish households to invest in essential and premium-segment appliances. This increased purchasing power translates into a higher propensity for consumers to upgrade existing units or acquire additional appliances, thereby fueling market expansion across various product categories.

Rapid urbanization within Turkey continues to be a significant catalyst for appliance demand. According to the World Bank, Turkey has effectively leveraged urbanization for economic growth over three decades. Its urban economies significantly expanded industrial and services contributions to GDP, drastically reducing poverty. The adoption of a metropolitan municipality law and early infrastructure investments, alongside housing initiatives, showcased a successful model for managing rapid urbanization in developing countries. As the population increasingly concentrates in urban centers, there's a heightened need for modern, space-efficient, and often multifunctional appliances to furnish new residences, particularly apartments and condominiums. This demographic shift, coupled with an expanding real estate sector and new home construction, directly correlates with increased sales of household appliances as each new dwelling requires a complete suite of white goods and other home electronics.

Consumer preferences are also undergoing a notable evolution, with a strong and growing demand for smart and energy-efficient appliances. This trend is driven by a dual motivation: consumers are increasingly aware of long-term energy cost savings, and there's a rising environmental consciousness. Manufacturers are responding by integrating advanced technologies, such as IoT and artificial intelligence (AI), into their products, making them more attractive to tech-savvy consumers seeking convenience and connectivity, alongside reduced operational expenses. Government incentives promoting energy-efficient products further accelerate this shift in consumer behavior.

According to Turkish Statistical Intelligence, in 2022, Turkey reported 3.773 million SMEs in its industry and service sectors, defined as businesses with under 250 employees and annual net sales or financial balance not exceeding 250 million Turkish Liras (approximately USD 13.5 million). According to another report published by the EBRD  in November 2022, these enterprises are pivotal to Turkey's economy, accounting for 72% of total employment, supporting over 30 million livelihoods, and generating 50% of total sales, 42% of total value added, and approximately 30% of direct foreign trade, as per a November 2022 EBRD report. Turkish SMEs are vital distribution and retail channels, with 76% of their manufacturing, wholesale, and retail sales. Their growing 25.3% e-commerce engagement in 2022 and over 34 billion TL in R&D spending fostered market growth and innovation in energy-efficient and smart appliances, while their domestic focus provides economic resilience.

Online retail platforms have dramatically enhanced accessibility, enabling consumers to easily research, compare, and purchase appliances from anywhere. This increased transparency and convenience, coupled with competitive pricing and frequent online promotions, continue to draw in price-sensitive buyers and expand the market's reach. The influence of global culinary and lifestyle trends, disseminated through various media, also encourages Turkish consumers to invest in sophisticated cooking appliances and kitchen gadgets, broadening the product scope within the market.

Consumer Insights

In February 2025, Turkey's population  reached 85.66 million, an increase of 292,567 in one year, as the Turkish Statistical Institute reported. The annual population growth rate increased from 1.1 per thousand in 2023 to 3.4 per thousand in 2024. Istanbul's population also grew to 15.7 million, gaining 45,678 residents, aiding the increasing demand for new appliances. The household appliances sector in Turkey is also influenced by ongoing urbanization and a burgeoning middle class, particularly in major urban centers like Istanbul, Ankara, and Izmir, which exhibit the highest disposable incomes. Income distribution plays a crucial role, with the top 20% of households holding 49.8% of total disposable income in 2023, contrasting sharply with the bottom 20% at just 5.9%, as reported by the Turkish Minute . One-person and multi-person no-family households have the highest average disposable incomes, making them primary consumers of modern, energy-efficient, smart appliances.

Consumer Demographic Insights

Digital adoption posed as a key driver for market growth, with e-commerce aiding household appliance revenue in Turkey significantly. Consumer preferences increasingly lean towards smart, energy-efficient, and eco-friendly products, especially among young adults (25-34) forming new households and middle-aged consumers (35-54) seeking upgrades. Urban regions, particularly Istanbul, Ankara, and western Turkey, lead in appliance ownership and spending due to higher income levels and modern lifestyles.

Pricing Analysis

Currency fluctuations, particularly the volatile Turkish lira, elevate import costs for components and finished goods, directly impacting retail prices. While a strong domestic production base helps mitigate some of these pressures, the rising cost of imported raw materials and technology still influences prices, especially for premium models. The rising demand for household appliances, particularly energy-efficient and smart appliances, can drive up prices for innovative products. E-commerce intensifies competition and price transparency.

Furthermore, global supply chain disruptions have led to a noticeable upward trend in average import prices for domestic appliances since 2022. As consumers increasingly prefer advanced features, manufacturers are introducing higher-priced, technologically upgraded models. In Turkey, Bosch refrigerators, largely manufactured locally, offer a diverse range of models and capacities with prices varying by features and size.

Product Insights

Major appliances dominated the market in 2024due to their essential household role and high demand driven by new household formation and upgrades. Rising disposable incomes, urbanization, and a booming real estate sector further fuel sales, particularly for smart, energy-efficient models. Government incentives and a strong domestic manufacturing base bolster this growth, while expanding e-commerce and organized retail enhance consumer accessibility.

Small appliances are projected to grow at the fastest CAGR over the forecast period, fueled by rising disposable incomes, rapid urbanization, and a strong consumer preference for convenience and time-saving solutions. The growth of e-commerce and organized retail significantly enhances accessibility, with e-commerce driving double-digit growth in small kitchen appliances. Technological innovation, including smart features and energy efficiency, attracts tech-savvy consumers. Changing household structures, lifestyle trends like home cooking, and government incentives further propel demand for compact, versatile, and sustainable small appliances.

Distribution Channel Insights

Electronic stores led the market with a revenue share of 47.4% in 2024. Electronic stores aid consumer trust, fostered by product interaction and a wide product range. They offer expert sales support, after-sales service, and omnichannel capabilities, integrating online and in-store experiences.

Online distribution channels are anticipated to witness the fastest CAGR of 5.8% over the forecast period, fueled by increased internet and smartphone penetration. The demand for smart, innovative, and energy-efficient appliances, often found online, also drives growth. Flexible payment and delivery options, coupled with urbanization and changing lifestyles favoring quick, space-efficient solutions, collectively enhance the appeal of online channels for consumers.

Key Turkey Household Appliances Market Company Insights

Some key companies operating in the market include Robert Bosch GmbH; Haier Group; Whirlpool Corporation; Midea; Samsung; and LG Electronics; among others .

• Robert Bosch GmbH is a leading white-goods producer in Turkey, holding the second-largest market share. Operating four factories, including a major one in Çerkezköy, BSH exports over half its output globally. Turkish consumers perceive Bosch as a premium, durable brand, despite some international reports of service issues.

• Midea is expanding its occupation in Turkey, offering competitively priced major and small home appliances. While some users appreciate its value, international reviews are mixed, with concerns about quality and after-sales support reported.

Recent Developments

• In May 2025, Bosch Home Comfort Group announced leadership changes in Turkey. Haşiman Üsküdar, formerly Technical General Manager at the Manisa factory since 2019, was appointed Senior Vice President overseeing 16 factories in 11 countries.

• In April 2025, Midea Group finalized its acquisition of Teka Group (excluding Teka Rus LLC).

• In February 2025, LG launched an exclusive affiliate program in Saudi Arabia and Turkey via Admitad. This offered publishers a 2.10% commission on various high-demand home appliances, with incentives like free delivery and installation, aiming to monetize traffic from diverse sources.

• In February 2025, ArabyAds expanded its partnership with LG Ad Solutions by collaborating with TVekstra in Turkey. This initiative aimed to deliver targeted Connected TV (CTV) advertising solutions, providing advertisers exclusive access to LG CTV inventory and data-driven marketing technology in the dynamic Turkish market.

Turkey Household Appliances Market Report Scope

Turkey Household Appliances Market Report Segmentation

This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the Turkey household appliances market report based on product, and distribution channel:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Major Appliances

    • Water Heater

    • Dishwasher

    • Refrigerator

    • Cooktop, Cooking Range, Microwave, and Oven

    • Vacuum Cleaner

    • Washing Machine and Dryers

    • Air Conditioner

  • Small Appliances

    • Coffee Makers

    • Toasters

    • Juicers, Blenders and Food Processors

    • Hair Dryers

    • Irons

    • Deep Fryers

    • Space Heaters

    • Electric Trimmers and Shavers

    • Air Purifiers

    • Humidifiers & Dehumidifiers

    • Rice Cookers & Steamers

    • Air Fryers

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Hypermarkets & Supermarkets

  • Electronic Stores

  • Exclusive Brand Outlets

  • Online

  • Others