Turkey

As consumers had been spending more time at home during the pandemic, but were wearying of preparing their own meals or were still working, even if from home, and had less time for meal preparation, they were increasingly opting for frozen ready…

The increasing emphasis on eating healthy foods has been boosting the consumption of salad in recent years in Turkey, with the COVID-19 pandemic, as a major health crisis, only serving to further drive this trend among local consumers. Consequently,…

During 2022, all breakfast cereals categories benefited from new products being launched. Consumers have become much more sensitive to the health and wellness trend since the onset of the COVID-19 pandemic and the return to pre-pandemic daily…

Laundry care was seeing a growing trend of products packaged in containers that are more environmentally friendly in 2022. An example of such products was Rinso Lemon Carbonate by Unilever, which not only contains natural ingredients but also comes…

When the pandemic first arrived in Turkey in 2020 it resulted in bath and shower recording very strong growth in its packaging unit volumes thanks to an increase in demand for personal hygiene and self-care products. Bath and shower has since…

When inflation started to be significant in 2017 in Turkey, chocolate confectionery was experiencing a peak in volume growth, benefiting from new launches. Throughout the high inflation period, companies looked to downsize standard tablet chocolate…

The outbreak of COVID-19 decreased the occasions of gum since consumers did not go to offices or schools, and consumers spent more time in the household. This reduced the use of gum as a breath-freshening product, leading to negative growth of gum.

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…

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…

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…

In Turkey, boiled candy, toffees and chews sales are highly driven by the holiday seasons of Ramadan and Eid. This is because Turkish people often offer candy, chocolate or dessert during the celebrations to visitors, loved ones and family.

The growth of sweet biscuits in 2023 is driven by increased snacking habits among consumers in their homes. This trend is due to high inflation, discouraging people from going out for entertainment, focusing on home experiences instead. Furthermore,…

Turkey is facing rising authoritarianism, along with the undermining of its secular society and democracy. Earthquakes in early 2023 are to negatively affect economic development considerably and increase state spending, whilst they have also clouded…

Computers and peripherals will register stagnant volume sales in 2023, partly due to saturation, but also due to weaker demand following the dynamic growth in 2020. There was a surge in computer and peripheral volume sales at the height of the…

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…

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…

Retail volume sales of home audio and cinema continues to decline in 2023. Hi-fi systems and digital media player docks are increasingly unpopular among the Turkish population and are considered outdated. This sector is also challenged by the…

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, 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…

Retail volume sales of in-car entertainment continued to decline in 2023, even though driving picked up again as the pandemic ebbed away. Modern cars have built-in car speakers and media players, which has led to a general decline in demand for…

In 2023, mobile phone volume sales saw a small volume decline, though current value sales are rising. Adverse economic conditions in the country translated into lower disposable incomes, and this has reduced mobile phone renewals. The rising price of…

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, 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…

Packaging unit volumes recorded their strongest growth in beer among the main alcoholic drinks categories in Turkey in 2022. The strong increase in beer packaging sales was attributed to factors such as a growing market and changing consumer…

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…

In 2023, overall retail volume sales of butter and spreads are projected to see positive growth, albeit driven by the performance of margarine and spreads. Conversely, there is expected to be a drop in retail volume sales of butter, as well as a…

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…

High inflation and increasing prices are the main factors impacting the performance of dairy products and alternatives in 2023. Turkey has already been experiencing a high inflationary phase, with the rate of inflation rising dramatically in…

Over 2023, the average retail current unit price of drinking milk products is projected to a see triple-digit increase. This notable price surge can be primarily attributed to the substantial devaluation of the Turkish lira. The prices of raw milk…

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.…

Overall, plant-based dairy is projected to see a second consecutive year of double-digit retail volume growth in 2023. Growth is being driven by the escalating demand for non-dairy alternatives from vegans/vegetarians and other consumers embracing…

The Coronavirus (COVID-19) pandemic has reshaped consumer preferences within dairy products in Turkey, with a notable shift towards packaged, hygienic health-orientated products. In this vein, retail volume sales of yoghurt and sour milk products…

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…

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…

Tourist visitor levels in Turkey were seen to recover in 2023, despite global macroeconomic pressures such as high inflation and the rapid escalation of living costs. This represented an improvement on 2021 and 2022, when restrictions related to the…

Value sales of fine wines/champagne and spirits grew by 85% to total TRY3.5 billion in 2023, boosted by consumers’ appetite for experiences and enjoyment after the pandemic. Socialising is a priority pastime for many consumers, following on from the…

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…

Retail value sales of luxury goods in Turkey went up by 36% in 2023 in current terms, to stand at TRY223.9 billion. Growth in sales was fuelled by several factors during the post-lockdown period. One significant driver was a desire amongst affluent…

Personal luxury retail value sales increased by 80% in 2023, to reach TRY35.5 billion, supported by growth recorded by leading brand providers, such as Beymen Magazacilik AS, Vakko Satis Magazalari AS, and LVMH Moët Hennessy Louis Vuitton Turkiye.…

Value sales of premium and luxury cars rose by 23% to total TRY137.7 billion in 2023 as a result of elevated demand from higher-income consumers, exhibiting resilience in the face of macroeconomic challenges. Demand for premium and luxury cars is…

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…

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…

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…

Economic instability, characterised by very high inflation, continues to restrain retail volume sales at the end of the review period. The Turkish economy is taking longer than many other countries to recover from the economic effects of Coronavirus…

Manufacturers have raised their prices due to the rising costs of energy, raw materials, production and logistics amid a highly inflationary climate. Nonetheless, in many cases, consumers have continued to buy the more expensive branded options as…

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,…

In the wake of Coronavirus (COVID-19), a growing number of local consumers are re-examining their diets. Obesity was identified as a major risk factor for developing severe symptoms, if one contracted the virus. As a result, consumers changed their…

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…

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…

Herbal/traditional medicine has a long history in Turkey, and many consumers feel herbal/traditional products are safer and have fewer side effects than man-made alternatives. For these reasons, many Turkish parents feel more confident using…