Small Domestic Appliances Survey

About the study

A comprehensive study conducted with Marketing Türkiye and Versuni Türkiye, the company behind Philips Domestic Appliances, and published in four parts. It examines Turkish consumers’ ownership and replacement habits, purchasing criteria, research and buying channels, and preferences for coffee machines and vacuum cleaners. Aksoy Araştırma’s coffee-machine data were also cited in the April 2026 feature “From Ritual to Industry: Turkish Coffee”.

Key findings

• Part 1 — general trends (22 February 2025): 76.7% replaced a small appliance only when it broke, while 65.4% planned to buy a new appliance or replace an existing one within the following year. 36.8% had last purchased one six months to a year earlier, and 26.9% within the previous six months. Vacuum cleaners were the most indispensable appliance (24.4%), with robot vacuums at 15.7%. Online shopping sites were the leading product-research channel (75.9%).
• Part 2 — purchasing criteria (16 March 2025): Quality (94.9%) and performance (94.5%) were the strongest influences on purchase decisions; durability and price also mattered. 84.9% said brand and 81.9% said design were influential, with strong awareness of sustainability.
• Part 3 — coffee machines (6 April 2025): Turkish coffee machines were by far the most frequently used (70.9%), followed by filter machines (15.2%), capsule machines (8%) and espresso machines (5.8%). Espresso (11.4%) and capsule machines (11.3%) were the fastest-growing categories. 60.3% drank coffee one to three times a day. Physical retail (50.5%) and online stores (49.5%) were nearly equal as purchase channels. Philips was perceived as “high quality” (64.5%), “making life easier” (51.7%), “innovative” (45%) and “standing behind its products” (41.4%).
• Part 4 — vacuum cleaners (17 May 2025): Households used upright vacuums (41.3%), bagless cylinder models (41.2%), bagged cylinder models (37.9%) and robot vacuums (22.9%). More than 80% vacuumed in the morning or by midday at the latest. 54.3% preferred physical retail and 45.7% online stores when buying a vacuum. The main technical criteria were suction power (79.3%), ease of use (66%) and runtime on one charge (42.9%); quality (77.4%), performance (75.5%) and durability (71.4%) were also decisive.

Methodology

Conducted through a mobile panel from 24 December 2024 to 10 January 2025, with 1,067 interviews and a reported 95% confidence level and 3% margin of error. The age, gender and NUTS1 regional distribution of Türkiye were taken into account.