Istanbul, February 11, 2019 – The technical consumer goods (TCG) market
in Turkey grew 0,7 percent in Q4 2018, compared to the same quarter in
2017 and generated revenue of 14,9 billion TL. The value contribution is
dominated by major domestic appliances and small domestic appliances with two digits growth rate. Consumer electronics modestly grew by single digit.
Turnover Development
Telecommunications: Slowdown in growth rates
In the fourth quarter of 2018, telecom sector shrinked 20% and generated
sales value of 5.7 billion TL. The biggest share in this shrinkage stemmed
from the smartphone category. Smartphone market has declined by %21 in
sales value in Q4 2018 compared to the same quarter in 2017. While the
regulation in the new installment limitation continued until December, as of December 2018, the installment restriction was stretched, compared to the previous month, a relative increase of 25% in units was observed.
With the effect of exchange rate and installment limitation in smart phone
prices, there was a market shift from premium to mid-range models and 27% decline in unit is observed in Q4 2018.
Smartwatches and headsets were able to maintain performance in the
previous quarter with over 60% growth in sales value.
Information technology: Gaming has positive contribution
The overall IT sector tightened 20% during the 4th quarter of the year and generated 1.1 billion TL. The drop in sales mostly triggered from the tablet and mobile computers due to the price increases. At the same time, mouse and keyboard sales grew by one digit compared to 2017.
Speaking of IT sector, the positive impact of gaming products needs to be
taken into account since gamer and ultra-thin mobile computers grew the
most.
Office equipment and consumables: CISS and small photo printer are booming
Turkey’s OE sector recorded one digit decline by 1,7% in Q4 2018, compared to the same quarter in 2017 and had a value of 152 million TL.
The positive growth rate was substantially sustained from multifunctional devices and laser cartridges compared to 2017. Continuous ink supply system is preferred due to high performance /price ratio in addition small photo printers are the new star of the printer having 3 digits growth in 2018.
Major domestic appliances: Positive effect of OTV Discount
Special consumption taxes on categories for Major Domestic Appliances had been introduced in the beginning of November and had a huge positive effect on sales of major domestic appliances in the Q4 2018.
In the fourth quarter of 2018, sector generated 4.5 billion TL and showed 55% growth compared to Q4 of 2017.
All product groups of major domestic appliances recorded huge positive
growth rates but freezers and cookers showed lower growth compared to the other product groups.
The sector reached high growth in November and continued its growth in
December.
Small domestic appliances: Innovation brings growth!
The SDA sector grew by 15% in Q4 2018, compared to the same quarter in
2017 and generated 1.5 bill. TL.
The developments in technology helps to enhance the models offered in the
market which led to an increase in demand. Consumers seek for practical,
high-tech products. The new generation Turkish coffee makers and power
blenders recorded the highest growth rates.
Cyclonic filter vacuum cleaners continued to grow and rechargeable handsticks started to attract the attentions of consumers.
Consumer electronics: UHD trend remains
Consumer electronics sector recorded 2 Billion TL in the last quarter of 2018 and almost had same performance in Q4 of 2017.
As leading category, TV market maintained a positive growth rate by 1% in value compared to Q4 of 2017 whereas October figures showed a downward trend.
UHD TVs expanded its share within TV category and recorded 52% of total revenue while it was 48% in last year. Moreover, Smart TVs share increased from 70% to 73% in category.
Summary: OTV discounts saved the day!
The technical consumer goods market grew by 0,7 percent in Q4 2018, compared to the same quarter in 2017.
Due the increase in prices and new installment regulations, the sales trend saw significant negative change over the course of Q4 in 2018. IT and Telecom sectors are most affected sectors and experienced double digit decline rates in Q4 2018 compared to Q4 2017.
OTV discounts saved the technical consumer goods market. Major Domestic Appliances and Small Domestic Appliances had double digit growth rates in Q4 2018, thus compensating the loss from IT and Telecom.
