Boston, MA -- (ReleaseWire) -- 06/10/2014 -- Vacuum cleaners in Turkey continued to record steady growth with a 6% increase in volume sales in 2013. As one of the steadiest categories in consumer appliances, vacuum cleaners has strong competition between a large number of domestic and international brands, and across all price bands. Growth in the average unit price (14% in 2012 and 11% in 2013 in current terms) resulted in higher value growth compared to volume growth. While some players focus on the lower end of sales, targeting lower-income consumers, some players, such as Senur Elektrik Motorlari San ve Tic, invest in innovation and design to capture a strong position in the category.
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Arcelik (brands Arcelik, Beko, and Altus) led standard vacuum cleaners in 2013 with a 33% volume share, followed by BSH Ev Aletleri Sanayi ve Ticaret (Bosch and Siemens) with a 29% volume share. Both companies enjoy strong brand reputations, widespread retail outlets and after-sales service networks. While Arcelik gets ahead by its strong presence in non-metropolitan areas, BSH Ev Aletleri Sanayi ve Ticaret is popular among urban households with a number of technologically-advanced models. Company shares in vacuum cleaners were relatively stable over the review period. Even the recession did not have a significant influence on the volume shares of key players. During the recession, Turkish consumers purchased lower-priced models, and key players such as Arcelik and BSH Ev Aletleri Sanayi ve Ticaret protected their shares as they offered a large number of alternative models at a wide range of prices to meet the demands of Turkish consumers.
Value sales of vacuum cleaners are expected to grow at a constant CAGR of 10% over the forecast period, while volume sales are set to grow at a CAGR of 4%. This is due to expected steady demand for vacuum cleaners. Vacuum cleaners have a very high penetration rate in Turkey, as many home have multiple vacuum cleaners in different formats.
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The Vacuum Cleaners in Turkey market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
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