Turkey

In 2023, nectars continued to exhibit a decline in retail volume growth, acting as a hindrance to the overall development of the juice category. This downward trend can be attributed to the high sugar content present in these products, which clashed…

In 2023, energy drinks have witnessed remarkable growth in retail volume sales, surpassing the performance seen in the previous year. Consumers have been enticed by the introduction of new, budget-friendly local energy drinks brands in regular…

Turkish consumers are gradually losing interest in concentrates, resulting in ongoing retail volume decline. These products are widely recognised as unhealthy beverages due to the elevated levels of artificial additives contained within. Moreover,…

In 2023, there was a moderate increase in retail volume sales of carbonates, driven mainly by the growth in sales of regular cola carbonates. However, retail consumption of carbonates slowed in 2023 as inflation remained stubbornly high and consumer…

As health consciousness gains pace in Turkey, the trend towards consuming natural beverages that supports immunity is gaining further momentum. The emphasis on healthy living has persisted post-pandemic, fostering a stronger preference for beverages…

In 2023, retail volume sales of tea experienced steady growth, despite another year of strong retail price inflation. Turkey is a tea producing country with the highest per capita consumption of black tea in the world, and this has sustained…

In 2023, other hot drinks registered only marginal volume growth, driven by the solid performance of other plant based hot drinks, which are locally known as sahlep in Turkey. Sahlep is a milky hot drink made from wild orchid tubers and is a very…

Hot drinks off-trade consumption in Turkey experienced modest single-digit growth in 2023. This growth was driven by the increasing availability of novel and diverse products, particularly within the fruit/herbal tea, green tea and coffee segments.…

Coffee witnessed modest retail volume growth in 2023, despite rising prices. The continued expansion of the coffee sector was partially limited by the maturity of certain products, namely Turkish coffee within fresh ground coffee and instant coffee.…

Turkey has seen a very strong recovery from the slump in inbound tourist numbers caused by the Coronavirus (COVID-19) pandemic and related bans and restrictions on consumer and border movements. In 2021 and 2022, the numbers of inbound trips…

As in other apparel categories, sportswear in Turkey is seeing significant activity in terms of collaborations between companies and brands. Collaborations have many advantages for brands, in terms of communication and marketing, as well as in terms…

Menswear is projected to see slower retail volume and current value growth than womenswear over 2023. There tended to be a higher level of price-sensitivity amongst men in Turkey, which limited their frequency of shopping for apparel during the…

The shift from skinny jeans to extra-baggy and extra-comfortable styles was already noticeable during the review period. The changes in lifestyles with the reopening of society, as the threat and related restrictions of the Coronavirus (COVID-19)…

In 2023, the demand for hosiery continued to recovery from the steep decline recorded due to the Coronavirus (COVID-19) crisis in 2020. The rate of growth in retail volume sales increased during 2023, although the market size of hosiery is not…

All categories of footwear are projected to post retail volume growth over 2023, led by a double-digit increase for children’s footwear and moderate rises for women’s and men’s footwear. Both children’s and women’s footwear are projected to exceed…

The demand for childrenswear is dampened by demographic trends, with the fertility rate and 0-3-year-old population seeing a downward trajectory in the country. In addition, the 4-14-year-old population started to drop towards the end of the review…

Economic instability and high inflation continued to restrain retail volume sales of apparel and footwear in Turkey at the end of the review period. The Turkish economy is taking longer to recover than many the economies of some other countries. This…

Many local consumers prefer to make frequent small purchases, such as apparel accessories, in order to stylise their look without having to spend on larger, more expensive items of apparel, or at least delay their purchase. This behaviour is…

Turkey implemented an economic programme in May 2023 to help navigate the delicate equilibrium between domestic demand and export priorities, as articulated by the financial authorities of Turkey. Practically, this indicates the policies set forth…

The high demand for pasta in Turkey is largely based on its practicality, especially for large households. This spiked demand at the peak of the pandemic as many consumers spent all of their time indoors. This meant that many consumers were more…

As meat prices continued to increase in 2023, processed red meat prices also rose. However, as a relatively cheap option to fresh meat, chilled and frozen processed red meat continued to see demand grow. Meanwhile, companies reduced their portion…

Over 2023, retail volume sales of processed fruit and vegetables are projected to witness stagnation, due to multiple factors. Rising product prices, heavy pressure on purchasing power and the increasing popularity of ready meals as alternatives…

Baked goods underwent two price adjustments, based on annual yield and announced annual wheat prices. The aim was to keep price increases for unpacked leavened white bread below the rate of inflation, which was very high, to provide affordability. To…

Honey and nut and seed based spreads were the best performing categories of sweet spreads in Turkey in 2023 and this can be attributed largely to the healthy profile that each of these categories has. This has ensured that both nut and seed based…

Sauces, dips and condiments recorded merely modest retail volume growth in Turkey during 2023 as the substantial pressure that has come on consumer spending power as a result of the highly adverse social economic situation in the country forced many…

Ready meals recorded an excellent sales performance in 2023 as demand continued to increase substantially. While all categories of ready meals registered strong positive retail volume sales growth, shelf stable ready meals and chilled ready meals…

2023 saw edible oils register steady and stable volume growth as population growth underpinned rising demand, with olive oil recording a particularly positive performance as consumers became more interested in the health and wellness properties of…

The main influence on sales of cooking ingredients and meals in Turkey in 2023 was the ongoing economic crisis that continues to undermine the spending power of the vast majority of local consumers. The population of Turkey continues to grapple with…

There were no store cards with “pay later” options available in Turkey at the end of the review period. All cards issued by retailers are closed loop pre-paid cards that enable payment in specific retail outlets. Over the forecast period, prospects…

Turkey is witnessing dynamic growth in social media and gaming expenditure. While consumers above the age of 18 and those in the workforce have the option to obtain credit or debit cards to access their wages, a different consumer profile is emerging…

A significant shift is underway in the realm of Dutch public transport, as the familiar OV chipkaart is being gradually phased out and replaced with a more versatile system known as OVpay. Since the start of 2023, travellers on public transport have…

The COVD-19 pandemic hampered the use of cash in Turkey, with consumers also opting to use a debit card over credit cards in 2023. The availability of contactless debit cards encouraged consumers to use their debit cards for small purchases, while…

Credit card transactions continue to exhibit triple-digit current value growth in 2023, aligning with the extremely high inflation rate in Turkey. The rising number of credit cards and transactions is primarily driven by the influx of new consumers…

In 2023, consumer lending has witnessed a surge in current value growth, despite soaring inflation rates that have caused substantial economic challenges for consumers. Unpredictable fluctuations in the cost of living and foreign exchange rates have…

The year 2023 witnessed a decline in the number of consumers obtaining personal consumer credit. As Inflation and the cost of living remained high, consumers relied on cash withdrawals from credit cards when they needed small sums of money. This…

Charge cards were not issued by banks in Turkey at the end of the review period. Instead, credit cards and debit cards remain the two main types of financial card. Consumers who use credit cards employ them mostly for the “pay later” function, while…

Insights and data on the traditional automotive sector and the mobility industry can help businesses examine how changing travel patterns will impact future consumer behaviour. Growing climate pressures and rising urbanisation rates are pushing…

One of the major issues of the pandemic was that people had fewer opportunities to do physical activities, as they stayed at home most of the time. Accordingly, many people gained weight, with the number of people diagnosed with overweight and…

The consumer base in Turkey increased in 2022, as the country saw substantial immigration, and also a strong influx of tourists. Despite inflationary pressures and higher prices, the consumption of soft drinks increased, and the focus on health and…

Consumers in Turkey have become highly price-sensitive, given the steep inflation rate and the decrease in tourism, as the country traditionally benefited from tourist arrivals from both Ukraine and Russia, with this disrupted by the war in Ukraine.…

Tea consumption in Turkey is vast, with most consumers drinking tea daily, and most tea produced within the country. According to the World Tea Committee, Turkey is the number one country by per capita consumption of tea. The tea industry in Turkey…

The health and wellness trend is shaping product developments in dairy products and alternatives in Turkey, with a noticeable rise in fortified/functional products, especially in drinking milk products, and cheese, as well as baby food. For instance,…

Turkey has a long history of consumers enjoying dips, although these are often either made from scratch at home, or consumed in neighbourhood restaurants. However, recently there has been an increase in the availability of packaged dips, which are…

The health and wellness industry continues to grow in importance post-pandemic as consumers become more aware of the negative health impact of processed foods, seeking healthier foods and beverages from a range of claims such as natural, organic,…

Glass jars continued to be the most heavily used pack type in sweet spreads packaging in 2022. Glass packaging is a preferred packaging type since it is recyclable and durable as well as being tolerant to extreme hot and cold temperatures. As an…

Even after the restrictions on mobility as a result of the COVID-19 pandemic had been withdrawn, Turkish consumers retained a strong interest in home cooking, partially bolstered by high inflation rates in the country. This interest drove an increase…

Processed meat and seafood continued to record positive unit volume sales growth in Turkey in 2022, driven by the relative affordability of processed products compared to fresh ones. With inflation rates soaring in the country in 2022 as the value of…

Frozen processed fruit and vegetables packaging recorded double-digit percentage growth in its unit volumes for the third year in a row in 2022 in Turkey. This was due to a growing awareness of the nutritional benefits of frozen fruits and…

Overall, plant-based dairy recorded another year of healthy unit volume growth in its packaging in 2022. Growth is being driven by the rising demand for non-dairy alternatives from vegans/vegetarians and other consumers embracing healthier eating…

Folding cartons were gaining share as a pack type in meals and soup packaging over the review period. This is because folding cartons are generally cost-effective to produce compared to other packaging materials like glass or metal. In a…