Beko unveils 5 pet products, who gains from an expected 18 billion TL market?

What segment strategy do Beko’s 5 pet products reveal?

A strategy of selling one household products from many categories. The food and water bowls belong to small appliances, the air purifier and robot vacuum to home tech, and the dryer to white goods. What ties the five together is the household that lives with pets. Cem Kural, General Manager of Arçelik Türkiye, describes the goal as making Beko a brand people also trust in pet care.

1. Small appliances: food and water bowls

The smart food bowl comes with a 6-litre container, a 3MP/2K camera, a backup battery and the HomeDirect app. The smart water bowl holds 3 litres, offers 4 water modes and runs at 24 dB.

2. Home tech: air purifier and robot vacuum

The Havamis BK APP 600 H13 moves 600 m³ of air per hour, covers up to 200 m² and uses a HEPA13 filter. The Robo-X Pro offers 26,000 Pa suction, a TangleSafe dual brush and the ability to detect and avoid pet waste.

3. White goods: tumble dryer with pet-hair collection

The dryer, offered in 11 kg and 12 kg versions, is the widest end of the strategy. In a white goods store, the pet angle can live on the product card and shelf label. We read moves like this on our retail page.

How solid is the 18 billion TL pet market expectation shared by Arçelik executives?

Solid enough to show direction, not solid enough to build a budget on. The figure is an expectation, and neither Perakende.org nor the Capital version of the story names the research behind it; Capital only refers to “sector data” and “research.” Arçelik’s corporate website shows no separate release for this launch either. Build your budget on your own sales data.

The global figure has the same status

According to Kural, the global pet technology market was worth 9.2 billion dollars in 2025 and is expected to exceed 23.5 billion dollars by 2033. A global tech market figure cannot be turned directly into a shelf decision for a store in Türkiye.

The household figure is a more useful clue

According to Tüfekçi, Türkiye has about 5 million pet cats and 1.5 million pet dogs, and about 40% of owners live with more than one animal. That 40% hints at basket building: a multi-pet household may look for a spare bowl or an extra filter. With no source named, treat it as an executive’s statement.

The most common mistake: dividing the market figure into your target

Dividing 18 billion TL by your city or store count to get a target stacks an assumption on an unsourced number. Take your target from your own till, and use the market figure only to ask whether the category is growing.

Who does Beko’s pet product move affect, and how?

White goods and electronics dealers who can add pet products to the appliance basket win. Small pet shops selling only food and accessories come under pressure. Shelters are affected indirectly: Beko announced donations for every pet product sold, but gave no amount.

Winner: white goods and electronics dealers

In autumn 2026, white goods dealers in Türkiye work with a mixed picture. According to TÜRKBESD, the Turkish white goods manufacturers’ association, domestic sales rose 8% year on year in August 2026 to 825,359 units, but fell 4% over January to August. When the core category is slow, pet products open a new conversation with existing customers.

Under pressure: the pet shop that sells only food

A big manufacturer entering non-food pet products can squeeze a small shop’s accessory sales, and customers take unmet needs elsewhere.

Indirectly affected: foundations, shelters and vets

Dogs waiting for adoption attended the event in cooperation with the SemtPati Foundation. The donation amount and recipient are not given. With VetAmerikan’s chief physician, Onur Ülgenalp, on the panel, the manufacturer brings a veterinary voice into its messaging.

How much shelf space and stock should an appliance seller give Beko-style pet products?

Your own till answers this, not the market. First find out how many of your customers live with pets, then run a test with the smallest product group. For large items such as the dryer, a label on the existing product card is enough; you do not need a separate shelf. Three steps follow, each with a formula for your own numbers.

Step 1: Measure your share of pet-owning customers

Formula: customers who say they own a pet ÷ total customers. One question at the till or a tick box at checkout is enough. This share is your first threshold for space.

Step 2: Set test stock by lead time

Formula: test stock = expected weekly sales in units × supplier lead time in weeks. Get the lead time from your supplier in writing. If stock sits on the shelf, cash gets tied up; if it runs short, the customer walks out the door.

Step 3: Track the category by sales per square metre

Formula: pet sales per square metre = pet product revenue ÷ shelf space allocated (m²). If it falls below your store’s overall sales per square metre, shrink the space; if it beats it, expand.

How do Beko’s pet products and similar items get found online and in search?

Through a separate category page and needs-based filters. A pet owner may search “vacuum for pet hair” or “automatic cat feeder” rather than “robot vacuum.” If the product page does not use that language, the product falls behind in search.

Split the category page by need, not by animal

Feeding, water, air, cleaning and laundry headings separate Beko’s five products naturally. When each product links to at least one need heading, the structure holds as your SKU count grows.

Turn technical data into a need

“26,000 Pa” alone tells a pet owner little; waste detection and the TangleSafe dual brush connect it to a need. The method is the same for rival models; Dreame’s 8,999-59,999 TL range sits at the other end of that comparison.

Show campaign dates clearly on the page

Beko’s discounts on the water bowl, food bowl, air purifier and pet-hair dryers run from 7 to 15 October, at undisclosed rates. In your own campaigns, write the start and end date clearly on the product page. A campaign banner left up after the end date misleads the customer who reads it.

What should a business owner entering pet products do this week?

Do four jobs this week and write the results on one list: start measuring your pet-owner share, ask your supplier for price and lead time, sketch the category page, and rewrite product cards in the language of need. Do not decide on a campaign before price and discount details arrive.

Ask your supplier three questions

Ask for the list price, the discount rate and the lead time. Beko’s prices and discount rates are not in the report, so you cannot fill in the list below without these three answers in writing.

Build the product pages and category structure together

The category page, product cards and marketplace listings should all speak the same language of need. Building that structure is part of our e-commerce consulting work. If you want to bring your service side online, Servizz AI’s booking and work-order app is an example from another sector.

Fill in the weekly checklist

Fill in these five lines every week, in the same order.

1. Customer share: pet-owning customers ___ ÷ total customers ___
2. Test stock: weekly sales ___ units × lead time ___ weeks
3. Sales per square metre: pet product revenue ___ TL ÷ shelf space ___ m²
4. Supplier details: list price ___ / discount rate ___ / lead time ___
5. Campaign: start ___ / end ___ shown on the product page, yes or no

Frequently Asked Questions

Sources: Perakende.org, 8 October 2026 · Capital, 8 October 2026 · TÜRKBESD August data, Foreks · Arçelik Global

Updated: October 2026