Turkey

In 2023, consumer foodservice through lodging continued its recovery from the effects of the COVID-19 pandemic. This was due largely to the upturn in inbound tourism flows towards the end of the review period. The increase in the numbers of foreign…

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…

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…

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…

Following on from the Coronavirus (COVID-19) pandemic and rising cost of living amid high inflation, the economic and social damage caused by earthquakes and the upheaval of political elections have played their parts in increasing stress levels in…

In 2023, Turkey continues to see the opening of new hotels, in line with accelerating tourism flows in the country. The luxury format is expected to register the highest number of new hotel outlets, due to investments from both existing and new…

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,…

In 2023, retail volume sales of soft drinks registered slower single-digit growth compared to the previous year, as prices continued to climb. The primary factor driving this growth was the increasing availability of diverse soft drinks, such as RTD…

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…

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…

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 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…

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.…

Flexible plastic remains the dominant pack type in confectionery in Turkey. Flexible plastic is widely used in chocolate confectionery, completely dominating countlines packaging as the only pack type used in this product area, the biggest in Turkish…

In 2023, travel in Turkey is projected to register strong growth in terms of number of visitors and value sales. The waning of the Coronavirus (COVID-19) pandemic continues to have a positive effect on tourism. Inbound tourism flows are registering…

In 2023, imaging devices are witnessing strong volume decline as part of a continuing trend that emerged over the review period. One of the major contributory factors to this weak performance is the very high ownership of smartphones with advanced…

Negative economic conditions, rising inflation, natural disasters, earthquakes, floods, and volatile political situations have created unrest in society. Consumers have dealt with increasing inflation since 2018, which peaked in 2022, and gave no…

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…

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.

Appliance and electronics specialists were one of the worst performing retail sectors in Turkey in 2023. With most products imported, it registered even higher prices increases than other sectors, due to significant devaluation of the Turkish lira.…

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…

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…

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…

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…

As Coronavirus (COVID-19) measures lifted, consumers resumed their regular visits to gyms and leisure centres, in addition to participating in individual and team sports. This has stimulated the demand for sports nutrition in Turkey. In light of the…

Hair weakens and becomes vulnerable to shedding due to reasons like seasonality (seasonal transitions), stress, hormonal changes and thermal applications. For this reason, hair loss treatments tends to see increases in demand in spring and autumn,…

Consumer electronics in Turkey is registering weaker retail volume growth in 2023, compared to 2022 levels, with sales of headphones, wearable electronics and wireless speakers the main driver of volume sales. The year 2023 is proving difficult for…

The pistachio, mixed products, and peanut categories have largely influenced the packaged nuts industry in 2023. Price variations among different nuts is largely determined by inflation and harvest conditions. Turkish consumers have a traditional…

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…

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…

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, 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 popularity of cheese continues to increase in Turkey. This trend can be attributed to the fact that cheese is a versatile ingredient that is used in a variety of Turkish dishes, such as savoury pastries, börek, pide, salads etc. In addition, meze…

In 2023, domestic, inbound and outbound tourism flows are projected to see strong, if slower than in 2022, growth, both in terms of number of trips and value (constant 2023 prices) sales, as the effects of Coronavirus (COVID-19) continue to wane. In…

Online and offline booking value (constant 2023 prices) sales exceeded their 2019 pre-Coronavirus (COVID-19) levels in 2022, in spite of the disruption caused by the war in Ukraine. Further very strong, if slower than in 2022, increments are…

With the waning effects of Coronavirus (COVID-19), airlines is set to perform well in 2023. Having easily exceeded 2019 pre-pandemic value (constant 2023 prices) sales in 2022, dynamic, if slower, growth is expected over the final year of the review…

In 2023, wearable electronics demonstrated positive volume growth albeit at a lower rate than was achieved in the previous year. The economic crisis in the country, along with the major earthquake that hit the country in February 2023, were the main…

Ice cream is experiencing favourable growth, albeit with some challenges. Factors such as energy and electric prices, the cost of raw materials, and frozen distribution expenses are leading to a higher unit price increase compared to other product…

In 2023, RTD tea experienced a sizeable increase in volume sales, with growth reaching double-digits. The upbeat performance can be attributed to the perception of RTD tea as a healthier alternative to carbonated beverages. These beverages resonate…

In 2023, ready-to-drink (RTD) coffee witnessed substantial double-digit growth, which can be attributed to the heightened consumer awareness regarding these products. A growing variety of RTD coffee products are available in Turkey, with an expansion…

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…

The Turkish economy is taking longer to recover from the Coronavirus (COVID-19) crisis and high inflation than many other countries, partly due to the upheaval of political elections, as well as two big earthquakes, which affected around 20% of the…

The greater use of technological devices for a variety of work, communication, study and entertainment purposes during the Coronavirus (COVID-19) lockdown increased the risk of various eye problems, thereby stimulating a spike in retail volume sales…

While its demographic profile remains one of the most youthful in Europe, Turkey is steadily aging, with a gradually rising median age of population. Turkish people are living longer, with life expectancy rising. As such, the growth in the…

In 2023, other dairy is projected to see strong, if slower, retail volume growth. The growth in the category can be attributed to the sustained demand for these types of products, driven by their perceived healthier properties and natural qualities.…

Headphones registered slower volume growth in 2023 as the sharp rise in the cost of living led to a decline in disposable incomes. The devastating effects of the earthquake that took place in February 2023 had a noticeable impact on consumption of…