Developments in the consumer
The global white goods market carried on
with its expansion in 2019. The market
grew by 1.5% to 535 million units while
the revenues increased by 3% reaching to
USD 209 billion. The worldwide television
market, on the other hand, went up to
231 million units, up by 1% with revenues
of USD 108 billion.
In Europe, Turkey’s main export market,
the white goods market registered growth
in 2019. The Western European market
expanded by around 3% driven by the
rises in the UK, French, German and
Italian markets. The UK market grew
by about 5%, while the French market
posted growth of around 3%. Growth in
the German and Italian markets stood at
In 2019, the Eastern European market
displayed a strong performance in parallel
with Western Europe, recording growth of
approximately 3%. While sales volumes in
Russia, which is the largest market in the
region, declined by 1% as compared with
2018, around 5% growth was recorded
in Poland, the region’s second largest
market. The Romanian market posted
6% growth, with the Ukrainian market
capturing an expansion of 10%.
The South African white goods market
contracted by 1% compared to the
previous year due to the slowdown in the
second half of the year.
In 2019, domestic sales stood at 6.7
million units in the Turkish white goods
market, implying an annual decline of 6%.
With exports also down by 1% in volume,
total production followed suit and stood at
28 million units.
Based on the retail panel data, the TV
market and the air conditioning market
contracted by 13% and 5%, respectively
in unit terms.