Apparently not if you live in Turkey! It is easy to assume that the ownership of microwaves, fridges and washing machines are a necessity in everyday modern life. However, Global TGI data shows the wide variance in ownership of white goods around the world. In New Zealand ownership of all 3 key kitchen appliances is the highest at 74%, however in Turkey this is considerably lower at only 11%. Microwave ownership in Turkey is particularly low with only 14% of people owning a microwave.
Dr Amelia Richards in conversation with BizRadio’s Grant Jansen
Podcast | Click HERE to listen
For global manufacturers of white goods understanding the potential opportunity in developing markets is essential. However, attitudinally there could be differences which might help to explain why penetration of certain kitchen appliances is low, and so informing whether an opportunity really does exist.
For instance, looking at the lifestyle statement ‘Frozen foods are as good as fresh foods’ (any agree), considerably more people in Germany (51%) agree with this statement than in Turkey (20%) suggesting a link between a convenience mentality and microwave ownership. A similar pattern also emerges with the lifestyle statements ‘Because of my busy lifestyle I don’t take care of myself as well as I should’ and ‘I consider my diet to be very healthy’.
Further demographic analysis shows that the percentage of women who do not work in Turkey is particularly high at 72% potentially giving them the opportunity to spend time preparing meals.
Although microwave ownership is at its lowest in Turkey, ownership of washing machines is particularly high. Comparing this to the other markets, South Africa has the lowest overall ownership of washing machines.
Choice is important to customers across all sectors and this remains the case in white goods. A comparison between Turkey and South Africa of the top washing machine brands helps to identify who the market leaders are and their position of dominance. Local Turkish Brand dominates the market in Turkey whereas without a strong local brand, global brand LG is the top brand in South Africa and penetration overall is low.
Top 5 Washing Machine Brands: Turkey vs. South Africa
1. Arcelik (34%)
2. Beko (17%)
3. Bosch (9%)
4. Vestel (5%)
5. Profilo (5%)
South Africa: 1. LG (10%)
2. Defy (6%)
3. Samsung (6%)
4. Kelvinator (2%)
5. Hitachi (1%)
In a rapidly developing world, identifying markets which have strong opportunities for development are crucial to many key global brand owners. Using Global TGI data to understand local behaviors and attitudes is essential to assessing the true potential.