Turkey

In 2023, cheese is projected to register positive, if more moderate, retail volume growth, stimulated by the marketing investments. In 2022-2023, cheese has witnessed a series of innovative product launches and strategic marketing initiatives aimed…

The wireless speakers category is bucking the downward trend with notable retail volume growth in 2023. Rising numbers of Turkish consumers continue to shift towards wireless speakers, having gained the habit during the pandemic when many people…

In 2023, home video is seeing a marginal decline in volume sales due mainly to the negative trend seen in LCD TVs. As a result of the adverse economic conditions in the country, people are delaying their purchasing decisions for a new TV at home,…

2022 saw total volume sales of wine register moderate growth and this was entirely due to the strong performance recorded in the on-trade. The re-opening of Turkey’s consumer foodservices industry during the post-pandemic era as COVID-19 control…

With travel starting to normalise across the world, sales of eyewear continue to rise in 2023, with tourist numbers increasing in Turkey, especially from Germany, France and England. Tourists are boosting retail value and volume sales, as many…

Mirroring developments in dog food, total volume sales growth for cat food in 2023 is set to be substantially lower than in 2022 as the resumption of pre-pandemic lifestyles and the soaring cost of living make many Turks less willing to acquire new…

Sun care continued to increase its penetration of the market in 2022, with only the outbreak of the Coronavirus (COVID-19) pandemic derailing it temporarily in 2020. Sun care rebounded in retail volume sales terms from 2021 as pandemic-related…

Supermarkets continued to see growth in 2022; however, it was lower than convenience and discounter formats, although results were more positive compared to hypermarkets. However, when seen in terms of proportional sales, supermarkets continue to…

Retail volume sales saw decline in 2022 due to the adverse economic conditions in the country. Soaring inflation has heavily impacted disposable income making these products unaffordable for some consumers. As a result, parents resorted to purchasing…

In 2022, retail tissue saw much lower volume growth due to the adverse economic conditions and high inflation rates in the country. Consumers’ disposable incomes have been comprised leading to less frequent purchases of retail tissue products. In…

A return to more active lifestyles, including participation in leisure and sporting activities, fuelled growth in sportwear in 2022, with sales benefitting from the reopening of gyms, sports clubs and associations. In addition, at-home workouts began…

Footwear saw modest growth in volume terms in 2022, following a strong recovery in 2021, with demand exceeding pre-pandemic levels. Sales of both men’s and women’s footwear were boosted by the return of consumers to their physical offices, at least…

The average retail current unit price of baby food is set to increase considerably in 2023. Baby food is becoming less affordable during a period of very high inflation in Turkey. This is causing a sharp slowdown in retail volume growth across baby…

2022 saw off-trade volume sales of spirits decline and this was entirely due to falling demand in the key category of aniseed-flavoured spirits, where sales are dominated by the local spirit raki. Due to its high alcohol content, raki is the type of…

While total current value sales growth for tobacco in Turkey in 2022 was markedly faster than in 2021, this was primarily due to soaring inflation fuelled by the depreciation of the lira, the global recovery from the pandemic and the fallout of…

The economic uncertainty in the country results in consumers showing a more conservative and reluctant approach, and this is Impacting spending behaviour in sunglasses. Turkish consumers are trying to save money and are actively choosing to limit the…

The trend for natural and multi-purpose products continued in oral care in Turkey at the end of the review period. As in other beauty and personal care categories, naturally sourced ingredients is a prevalent trend in oral care, for example, using…

Direct selling continued to grow in 2022 as the impact of COVID-19 waned. The continued depreciation of the Turkish lira and related price inflation was the most striking factor in challenging sales. Nevertheless, the Turkish direct selling market,…

Bleach is traditionally one of Turkey's most widely used home care product types due to its affordability, versatility, superior cleaning efficacy and strength as a disinfectant. Appreciation for these attributes among local consumers has recently…

Compared to menswear and womenswear, childrenswear saw a better performance in volume terms in 2022. Despite challenging economic conditions, parents still needed to purchase new childrenswear to replace existing, outgrown clothing. Moreover, parents…