© Republic of Turkey - Ministry of Trade, 2019 0

HOUSEHOLD APPLIANCES, PARTS AND COMPONENTS

PRODUCTION

From Assembly-Line to Original Design and Technology

The Turkish household appliances sector started production as an assembly industry in

the 1950s. The first product was manufactured in 1955 and the first Turkish-made
refrigerator was on the market in 1960. The Turkish household appliances industry has
achieved tremendous growth since then. Having started out with companies working under
licensing agreements and then passed over to know-how usage, the sector today has
carved out some major success in world markets with its original design and technology.
Now, the household appliances industry is one of the well-established and dynamic
sectors in Turkey. The industry is mainly composed of two subsectors; namely, the white
goods (durables) which dominates the sector and the small household appliances.

Production of Major Household Items

Products 2015 2016 2017
Refrigerators 6.833.284 7.035.807 7.410.926
Washing Machines 7.466.366 7.830.640 8.249.291
Deep Freezers 1.037.973 1.175.604 1.362.584
Dishwashers 3.608.652 1.530.930 4.496.400
Ovens 4.365.929 3.969.792 5.260.705
Dryers 1.250.929 4.693.408 1.652.197
Total 24.563.133 26.236.181 28.432.103
Source: White Goods Manufacturers’ Association of Turkey (TÜRKBESD)

Since the '50s, excluding the crisis periods, production realized by the sector continually
increased. In fact, the increase in population and living standards has resulted in the need
to produce more. With its production of more than 28 million units, the white goods
industry has become a significant focus of production in the last 10 years while Turkey has
become the leading country in Europe in the white goods sector. Manufacturing lines are
mostly found in the Marmara, Aegean and Central Anatolian regions of Turkey with the
major factories located in İstanbul, Manisa, Eskişehir, Bolu, Gebze, Bursa, İzmir, Ankara,
Kocaeli, Yalova, Kayseri, Konya and Bilecik.

In addition to over 50 medium-scale manufacturing companies and the major producers in

the market, there are also around 500 supplier companies of parts and components. About
182 of these supplier firms are organized under the “White Goods Parts Suppliers
Association of Turkey - BEYSAD” while six major producers are the members of the
“White Goods Industrialists Association of Turkey - BESD”. Furthermore, another
association called “Small Domestic Appliances Industrialists Association - KESID” has
been established in the household appliances sector.

Turkish household appliances producers have created their original strong brands, leading
to tight consumer-dependence in the domestic market while gaining ground in foreign
markets, mainly in the EU countries. Some of the major brands in the domestic market are:
Arçelik, Beko, Altus, Aygaz, (Arçelik); Profilo, Bosch, Siemens (BSH-Profilo); Ariston,

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Philco, Indesit (Merloni); Teba (Teba); Vestel, Regal (Vestel); Demirdöküm (Vaillant),
Kumtel (Kumtel,Luxell), etc.

Turkish consumers, who are always after hot new products, prefer to use their own
domestic household appliances although the doors of Turkey are wide-open to all world
products. This is, in fact, the success of the Turkish household appliances industry which
has a wide product range from refrigerators to electrical shavers, microwaves, table-top
fridges etc. in various colors, dimensions and designs. Product range is wide enough to
supply European markets and satisfy sophisticated European customers. The built-in
appliances category is another rapidly developing product range in Turkey. Built-in
products are all state-of-the-art products whose target group is the high-income class.
Products are designed for full customer satisfaction. Priorities of the end-users are taken
into account in every phase of production and design.

Since Turkish manufacturers give high priority to innovation and new product
development, research and development activities are carried out consistently.

Turkish household appliances manufacturers closely follow international and national

developments in environmental issues and comply with environmental legislation and
regulations. On the other hand, new generation products are now more efficient and
energy-saving, allowing a reduction in the amount of water and detergents. Noise emission
is another factor taken into account in the manufacturing process.

As for consumer services, end-users are well-served by the after-sales services of the
appliance manufacturers. The household appliances industry follows strict legislation on
after-sales services in Turkey.

FOREIGN TRADE OF TURKEY

Exports

The household appliances sector of Turkey has turned its attention to exporting its
products in the last decade. The reasons behind the continuous growth in exports in recent
years are as follows: (the) high-technology used in the production process; attention paid
to research and development activities by Turkish manufacturers and the increase in the
share of these activities within the budget; full comprehension of the ISO Series of quality
standards by manufacturers and the growing efforts to acquire these certificates; the
rising number of Turkish companies which have ISO Certificates; the consideration of
customer preferences in the designing phase; the consideration of the priorities of the
foreign end-users as well as the domestic ones; improved marketing techniques used and
well-established after sales services .

Foreign Trade of Household Appliances, Parts and Components Industry

(US $ 1,000)
2016 2017 Change (%)
Exports 2.487.667 2.684.067 7,9
Imports 883.794 946.531 -7,1
Trade Volume 3.371.461 3.630.598 7,7
Source: Turkish Statistical Institute - TurkStat

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The exports of household appliances industry stood at US $2,684 million in 2017.

Exports of Selected Appliances (US $)

Products 2016 2017 Change %
White (Durable) Refrigerators 178.581.733 176.260.630 -1,3
Goods Category
Washing Machines and 959.735.741 991.892.612 3,4
Centrifugal Dryers
Ovens-Cookers 668.383.942 742.033.450 11,0

Air Conditioners and Heating 143.994.622 162.761.747 13,0

Appliances
Dishwashers 390.967.339 449.126.297 14,9

Small Vacuum Cleaners, Irons and 140.897.533 159.037.113 12,9

Household Other Appliances
Appliances Other 5.105.613 2.954.853 -42,1

Total 2.487.666.523 2.684.066.702 7,9

Source: Turkish Statistical Institute - TurkStat

Refrigerators, washing machines, ovens-cookers, deep freezers and dishwashers are the
leading export products of the sector. In 2017, Turkey ranked the 6th in refrigerators, the 4th
in dishwashers and the 5th in washing machines exports worldwide.
Turkey’s Exports of Domestic Appliances by Destination (Value: US$)
Share 2017
2016 2017
(%)
UK 379.306.803 404.280.074 15,1
France 277.674.154 283.834.410 10,6
Germany 264.183.963 266.452.366 9,9
Italy 162.566.721 175.100.608 6,5
Spain 155.135.865 165.017.969 6,1
Poland 84.936.353 104.670.336 3,9
Sweden 72.599.500 70.178.190 2,6
Romania 50.270.075 61.486.327 2,3
USA 47.432.953 53.451.865 2,0
Australia 43.028.255 50.149.657 1,9
Netherlands 35.340.677 49.689.240 1,9
Russian Federation 43.809.417 44.883.322 1,7
Israel 36.420.353 39.760.728 1,5
Greece 38.677.708 37.297.024 1,4
Egypt 21.285.378 31.653.184 1,2
Other Countries 774.998.348 846.161.402 31,5
Total 2.487.666.523 2.684.066.702 100
Source: Turkish Statistical Institute - TurkStat

Turkish household appliances industry exports its products to 200 customs territories
worldwide. The major exports market for Turkish household appliances industry is the EU.

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Viewing the export figures of 2017, it is seen that ten of the biggest fifteen importers are
EU countries. In 2017, the UK, the major importer country, mainly imports washing
machines ($173 million), ovens ($158 million) and refrigerators ($111 million) from Turkey.
Exports realized by Turkish household appliances industry to the EU stood at US $1 billion
746 million in 2017, covering 65% of total appliances exports.

Turkish manufacturers are conscious of quality, safety and the environmental aspects of
production. All Turkish manufacturers have affixed the CE Mark to their products both for
exportation to the EU and for the domestic market. In 2003, it became obligatory to fulfill
the CE Mark requirements in order to sell products in the Turkish domestic market. In the
meanwhile, Turkish manufacturers closely follow developments in international quality and
environmental standards. The number of companies which have ISO 9000 Certificates is
increasing steadily.

Imports

Imports of Selected Appliances (US $)

Products 2016 2017 Change %
White (Durable) Refrigerators 8.557.733 5.857.409 -31,6
Goods Category
Washing Machines and 123.475.901 122.581.701 -0,7
Centrifugal Dryers
Ovens-Cookers 82.422.813 94.514.021 14,7

Air Conditioners and 252.428.475 282.649.162 12,0

Heating Appliances
Dishwashers 44.331.204 44.764.464 1,0

Small Household Vacuum Cleaners, Irons 312.889.317 341.310.430 9,1

Appliances and Other Appliances
Other 59.688.528 54.854.216 -8,1

Total 883.793.971 946.531.403 7,1

Source: Turkish Statistical Institute - TurkStat

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Turkey’s Imports of Household Appliances by Country of Origin (Value: US$)
Share 2017
Countries 2016 2017
(%)
P.R.C 339.750.215 382.749.641 40,4
Germany 104.559.891 110.856.217 11,7
Poland 61.373.713 75.815.768 8,0
Thailand 47.873.180 47.021.055 5,0
Romania 42.362.372 41.278.128 4,4
France 46.089.783 39.682.001 4,2
Malaysia 21.695.546 36.935.656 3,9
Spain 31.850.821 33.229.173 3,5
Italy 35.704.271 32.259.656 3,4
Slovenia 15.403.012 14.915.215 1,6
South Korea 22.307.010 13.667.237 1,4
Indonesia 20.188.216 12.661.351 1,3
Kayseri Free Zone 10.874.960 12.600.314 1,3
Austria 10.480.532 11.039.353 1,2
U.S.A 9.000.279 10.360.708 1,1
Other Countries 64.280.170 71.459.930 7,5
Total 883.793.971 946.531.403 100
Source: Turkish Statistical Institute - TurkStat

TRADE FAIRS

 Fairs in Turkey

USEFUL LINKS
 Istanbul Minerals and Metals Exporters’ Association (IMMIB)
www.immib.org.tr)

 White Goods Manufacturers’ Association of Turkey (TÜRKBESD)

www.turkbesd.org

 White Goods Supplier Association

www.beysad.org.tr

 Small Domestic Appliances Industrialists Association

www.kesid.org

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© Republic of Turkey - Ministry of Trade, 2019 6