The Turkey Mattress market is expected to register a CAGR of 6% during the forecast period (2021-2026).
The mattress industry and mattress machinery and components are some of Turkey's most vital sectors. The Turkish mattress business has undergone significant transformations, leaving many less-developed stages behind. In Turkey, almost every type of modern mattress is either manufactured or represented. Nearly 80% of Turkish people prefer traditional wool, cotton, and some foam mattresses until a few decades ago.
The hospitality and health tourism industries have grown in importance, increasing mattress demand. As the Turkish economy grows, individuals become wealthier, live in larger homes, and seek more mattresses. With its fast-growing population, advantageous geography, and contribution of exports from its advantageous location, Turkey continues to pursue its global development. Developments, innovations, and the sector's example of solidarity, which has been demonstrated in the mattress sector in recent years, have become aspects that have a favourable impact on the sleep products industry.
Even though a mattress decision is often made in less than five minutes, the importance of having a nice mattress is well acknowledged in Turkey. Here mattresses are replaced every seven years on average. According to SleepTech Magazine (the most leading publication of the world for the sleep product raw materials and technologies), the life cycle of mattresses in Turkey is decreasing, indicating that purchase frequency is expected to increase. In 2020, Turkey's mattress industry is significant, with a population of 84 million people including refugees and immigrants, and it will continue to grow as more companies start creating and selling mattresses exclusively. Turkey's retail infrastructure, on the other hand, may limit its growth because consumers lack an effective means to buy in a multi-brand environment.
In Turkey, multi-channel platforms and multi-channel marketing are predicted to take shape. Companies will be able to boost their visibility by integrating all sales channels, such as in-store, and online. Even though online sales channels in Turkey have high commission rates. Small and medium-sized organisations can profit from the flexibility provided by a multi-channel sales approach.
The quarantines and partial industry closures due to the COVID-19 epidemic negatively influenced mattress consumption in 2020 in Turkey. The pandemic also resulted in a scarcity of raw materials and finished goods, which hampered the mattress industry's expansion.
Key Market Trends
Spring Mattress Continue to Dominate the Market Throughout the Forecast Period
In 2020, Spring mattresses account for around 90% of the mattress market in Turkey, with foam mattresses accounting for over 5%, whereas Latex and others contributing for the remaining 5%. Spring or foam has a significant cost in mattress production, and mattress makers must pay a significant amount for transportation costs, therefore spring shipping is significantly less expensive than foam shipping. Turkey boasts several high-quality spring producers. While many countries focused on producing standard springs and cutting costs, Turkish spring manufacturers like Iskeceli Yay focused on R&D to create more unique products. The main reason for the increased manufacturing of spring mattresses is that there are numerous spring kinds available for use in mattresses which have been attracting customers at an increased pace. Pocket springs, Bonnel springs, continues springs, LFK Springs, Offset Springs, and Verticoil Springs are examples of these types of springs that add different advantages for mattresses and ultimately benefit the end-users. However, the industry is believed to be modernising, with growing demand stimulating innovation and interest in new materials, including latex and other materials.
Increasing Exports of Turkish Mattresses
Turkish mattress exports totalled USD 286 million in 2019, climbing 46.9% from USD 195 million the previous year, placing Turkey fifth in the world. This demonstrates that Turkish manufacturers have matured to the point where they can compete with large companies on global marketplaces. In recent years, new technologies and developments including latex, memory foam, organic, and value-added mattresses with a variety of characteristics have gained traction. Turkey manufactures a large range of featured mattresses of various types. Many international mattress machinery manufacturers have granted Turkish firms’ dealerships, and Turkish mattress makers have grown significantly. Variety, quantity, and quality all contributed to the industry's growth.
Kayseri takes the lead in this development, accounting for over half of the total export value. Istanbul is another important hub for business. Kayseri is also renowned as a pioneer in mattress production due to its access to raw materials, accessible logistical network, and industrial development. In 2019, Kayseri produced 20 thousand mattresses each day, followed by Istanbul and Izmir. In Kayseri, there are around 400 manufacturers. The mattresses made in Kayseri are primarily shipped to France, Germany, and the Netherlands, as well as other European countries and Middle Eastern countries.
Most Turkish mattress manufacturers have been exporting their products to Europe and the Middle Eastern region due to their growing demand. Turkey is at a strategic location for mattress production, both geographically and in terms of labour, energy, and raw material availability, which altogether helping the makers to expand their business. Some of the key players in the Turkey mattress market are Berfa Group, BedGo, Innova Bedding, Homevs, Sohret, Visko Love, Istikbal, Bellona, Yatas, Idas and Other prominent players.
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Table of Contents
1.2 Scope of the Study
2.2 Research Phases
4.2 Market Drivers
4.3 Market Restraints
4.4 Market Opportunities
4.5 Value Chain Analysis
4.6 Industry Attractiveness - Porter's Five Forces Analysis
4.7 Technological Innovation in the Industry
4.8 Impact of COVID-19 on the Market
5.1.2 Memory Foam
5.2 By Application
5.3 By Distribution Channel
6.2 Company Profiles
6.2.1 Berfa Group
6.2.3 Innova Bedding
6.2.6 Visko Love
A selection of companies mentioned in this report includes:
- Berfa Group
- Innova Bedding
- Visko Love