Turkey

In 2023, tobacco in Turkey experienced remarkable growth, registering a double-digit volume increase. This notable expansion can be primarily attributed to the success achieved by both cigarettes and smoking tobacco. Cigarettes, in particular,…

In 2023, fine-cut tobacco sales witnessed a robust double-digit volume increase, albeit at a slower pace compared to the Compound Annual Growth Rate observed during the review period. This deceleration can be attributed to market saturation. Fine-cut…

In 2023, cigarette sales in Turkey experienced a significant increase in retail volume, growing at a double-digit rate. This surge can be partly attributed to a rebound in sales following a period of decline in the previous year due to adverse…

Homewares in Turkey in 2023 benefitted from sales of affordable and durable products. Inflationary pressures have led consumers to invest in durable goods in beverageware, for example, with such products seen as long-term, practical assets. This…

Home improvement in Turkey in 2023 was supported by the ongoing focus on home renovation, which was strongly inspired by the era of the pandemic when consumers were confined to their homes for extended periods of time. For example, as seen with home…

Home furnishings saw robust growth in Turkey in 2023, with one successful category being that of bath textiles. This is attributed to the increased emphasis on home hygiene and health and wellbeing, which has led consumers to invest in affordable and…

Home and garden in Turkey achieved significant value growth in 2023, attributed to macroeconomic factors in the country. However, inflation levels and interest rates remain high, thus helping to support value sales but also posing as a constraint to…

In 2023, Turkey's gardening sector experienced significant growth in the use of fertiliser, driven by the burgeoning interest in home gardening. Leading brands such as Vilmorin (Vilmorin Anadolu Tohumculuk), Çiçek Costuran (Ozlem Hasere Ilaclari),…

With Turkey continuing to see elevated inflation in 2024, consumers continue show a more cautious attitude towards consumption. As such, consumers are postponing purchases of non-essential products, such as sunglasses, which is resulting in a decline…

Overall growth in spectacles is set to remain steady if moderate in retail volume terms throughout 2024 fuelled by rising demand for progressive lenses. Demand for progressive spectacle lenses is being driven by Turkey’s ageing population, coupled…

Eyewear in Turkey has been in recovery since 2021, but a full return to pre-pandemic levels in volume terms is not expected until the second half of the forecast period. Sales have already recovered in current value terms, but this has largely driven…

Rising concern about the prevalence of myopia among children and teenagers, primarily due to excessive screen exposure, has contributed to a renewed focus on contact lenses and solutions. Teenagers in particular often feel self-conscious about…

Continued high inflation and a weak local currency negatively impacted video games in Turkey in 2023. Though current value sales increased, constant value sales fell significantly. Also, a notable trend in 2023 was the shift from mobile games to…

In spite of continuing high inflation in Turkey, traditional toys and games registered healthy current value growth. The best performing segment was dolls and accessories and this was in part boosted by the launch of the Barbie movie in summer 2023.…

In terms of toys and games in Turkey in 2023, though current value sales increased, constant value sales fell. While inflation eased, it continued to be in the high double-digits, and this cut into profit margins. After the elections of May 2023,…

Turkey’s pet products market is benefitting from the pet humanisation trend in 2024, as seen in other pet care categories. Humanisation is particularly pronounced among dog owners, who are thus more likely than other pet owners to buy non-essential…

Pet care in Turkey in 2024 is seeing local consumers showing an increasingly cautious attitude towards consumption. The economic uncertainty the country throughout the review period has resulted in a widespread conservative and reluctant approach in…

Other pet food in Turkey is being impacted by the continued decline in the pet fish population in 2024. During the pandemic, prolonged home seclusion led to shifts in consumers’ lifestyles, priorities and leisure activities, benefitting the demand…

Dog food in Turkey is feeling the impact of the slowed expansion of the pet dog population in 2024, as the full return to pre-pandemic routines and rising living costs have recently undermined the inclination to acquire new pets for many people.…

2024 is seeing the continued preference of cats over dogs in Turkey, benefitting sales in cat food. Cats are smaller than most dogs and so require less food and less space and are generally much lower maintenance, supporting rising cat ownership as…

Driven by rising costs of living and a desire for streamlined routines, Turkish consumers have increasingly been looking for skin care and sun care products that offer multiple benefits in 2023. This trend fuelled the demand for hybrid sun care…

Turkish consumers demonstrated a growing interest in advanced skin care regimens in 2023. This trend, exemplified by the popularity of "skin cycling," involves incorporating a wider variety of ingredients and product formats into daily routines.…

Premium beauty and personal care in Turkey experienced a strong year in 2023, with fragrances leading the growth surge. This category emerged as the largest and most dynamic segment within premium beauty and personal care. Several factors contributed…

Oral care in Turkey experienced positive growth in 2023, driven by a growing emphasis on essential hygiene products.

Men's grooming in Turkey experienced a surge in popularity in 2023, driven by a growing awareness of self-care and a shift in traditional gender norms. Gone are the days when men's grooming was considered a niche pursuit. Turkish men are becoming…

Mass beauty and personal care in Turkey thrived in 2023, driven by a consumer focus on value for money. This growth stemmed from several key trends.

Despite inflation showing signs of easing, the cost of hair care products continued to rise in Turkey in 2023. This economic pressure is impacting consumer spending habits. Many were forced to "trade down" to more affordable options, prioritising…

Driven by younger generations like Gen Z, a new fragrance philosophy emerged in Turkey in 2023 – the concept of a curated "fragrance wardrobe." Consumers are increasingly interested in owning a collection of scents that reflect their moods and…

Depilatories recorded double-digit growth in retail value terms in 2023. This strong increase was largely driven by price increases, however, as volume sales grew at a steadier pace. Depilatories are facing a two-pronged challenge when it comes to…

Deodorant sales in Turkey experienced significant growth in 2023, with retail value sales surging due to inflationary pressures, whilst volume sales grew at a steadier pace. The scorching summer of 2023 significantly boosted deodorant sales in…

Colour cosmetics in Turkey experienced a vibrant boom, with retail value sales skyrocketing in 2023. This surge in demand was largely driven by inflationary pressures, however, as volume growth was more muted. A high inflation rate and energy crisis…

The year 2023 presented a unique challenge for beauty and personal care in Turkey. Economic uncertainty, fuelled by rising prices and a slow GDP recovery, has led to a more cautious consumer. Consumers are adopting a more conservative approach to…

Bath and shower in Turkey experienced double-digit growth in 2023, This strong increase was largely due to inflationary pressures, however, as volume growth was more muted.

Baby and child-specific products in Turkey witnessed positive growth in 2023, fuelled by a wave of new product launches. A notable example is Bayer Türk Kimya Sanayi Ltd Sti's introduction of Bepanthol in two new subcategories: baby and…

PET bottles remained the leading pack type across soft drinks packaging in Turkey in 2023, which is expected to remain the case throughout the forecast period. Their durability and affordability are among the reasons for the widespread use of this…

Instant coffee continues to be the biggest product area in the Turkish hot drinks market, with flexible plastic the dominant pack type in this category. Although aluminium/plastic pouches are seeing strong growth and gaining share in instant coffee,…

Despite challenging economic conditions in 2023, the sales volume of personal wipes in Turkey experienced a modest increase. This growth can be attributed to the availability of a wider range of specialised wipes catering to specific needs and…

Throughout 2023, the economic crisis in Turkey cast a substantial shadow over tissue and hygiene sales, leading to a marked decrease in consumers' disposable incomes. This financial strain prompted individuals to adopt more frugal spending habits,…

The demand for Rx (prescription) adult incontinence products in Turkey experienced robust growth in 2023, driven by a surge in volume sales. Open-tape adult diapers designed for heavy incontinence dominated the market, with the Social Security…

Retail tissue demonstrated a single-digit volume growth in 2023, spurred partly by population growth and increased demand. Bulk purchases ahead of significant price increases in July 2023 also contributed to this modest growth, along with promotional…

Despite economic headwinds, retail adult incontinence products in Turkey demonstrated a noteworthy single-digit volume growth in 2023. This growth was spurred by several factors, including the increasing elderly population in the country and a rising…

The year 2023 marked a challenging period for the nappies/diapers/pants product area in Turkey, as it witnessed a negative volume growth driven by the prevailing economic downturn. This decline was primarily attributed to the adverse impact of…

The year 2023 witnessed a notable surge in the volume sales of menstrual care products in Turkey, marking a modest yet significant rebound from the preceding year's decline. This growth was chiefly fuelled by the introduction of new and innovative…

In 2023, sales of away-from-home tissue in Turkey witnessed a positive, albeit low single-digit, volume growth. This uptick was driven by several factors, including the gradual return of individuals to traditional office settings following the…

Value sales continued to be modest for vending in Turkey in 2023. There are a limited number of vending machines, mainly located in the underground stations in Istanbul and Ankara, with snacks and soft drinks being the most popular products sold…

In the last two years of the review period, a noticeable trend in supermarket chains in Turkey involves a strategic reallocation of shelf space within their outlets. There has been a deliberate reduction in the variety of items related to clothing…

There was a further contraction in outlets of small local grocers in Turkey in 2023, as increasing numbers of operators were unable to compete with other formats, in a climate of rising inflation and rising costs. It is extremely difficult for small…

Retail registered both an increase in current and constant value sales in 2023. The Turkish economy improved somewhat in 2023, as significant interest rates hikes and significant currency devaluation dampened inflation. However, inflation remained…

While retail e-commerce in Turkey registered an increase in both current and constant value sales in 2023, it was not one of the stronger performing retail channels. This was because with appliances and electronics continuing to be the most popular…

After discounters, hypermarkets were the best performing grocery channel in Turkey in 2023, in terms of value growth. With inflation still high, hypermarkets registered both a double-digit percentage increase in current and constant value sales.…