Turkey

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…

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.…

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.…

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…

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…

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, 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…

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, 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…

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, 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…

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, 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…

Sports drinks continues to recover from the declines caused by the COVID-19 pandemic, a trend that has been in play since 2022. As the effects of the pandemic have diminished, people have re-engaged in sports activities and are back to using sports…

The hot summer of 2023 has helped to boost sales in air treatment products through the year, heralding a notable recovery compared to the slight slump seen in 2022. Although the summer arrived quite late, with mild weather up until around the end of…

Consumer appliances in Turkey is seeing positive growth in 2023, despite the major earthquake which hit the country in February 2023, with volume growth at a healthy level and value growth notably high, due to spikes in unit prices connected to the…

Sales in dishwashers see small positive volume growth in 2023, supported by consumer demand for energy efficient models and improved technologies. The increase in the number of houses in the country, along with the desire from consumers to replace…

Sales in food preparation appliances see healthy volume growth in 2023, continuing the trend seen since the era of the pandemic, when consumers were spending more time cooking at home and trying out new recipes. Indeed, food preparation appliances…

Sales in home laundry appliances maintain positive volume sales in 2023, whilst value sales are supported by price hikes. Consumers have been more aware of hygiene since the era of the pandemic, thus have been paying more attention to the cleaning…

Sales in large cooking appliances demonstrate a small volume growth in 2023, which come from the good performance of built-in appliances. Within this, consumers are noted to place emphasis on modern designs, attractive colour schemes (e.g., silver,…

Sales in microwaves continue on a declining volume trend, as such appliances are not seen as necessities and carry a negative image of being an unhealthy method of cooking. Overall, while the convenience microwaves offer is undeniable, most Turkish…

Rising urbanisation and out-of-home lifestyles support growth in personal care appliances, along with a greater number of people in workplaces. Indeed, consumers have been paying more attention to their grooming since the end of the pandemic…

Refrigeration appliances remains in a slight volume slump in 2023, albeit showing an improvement compared to the steeper declines seen in 2022. This is cited as an organic decline following the previous sales boost seen during the era of the…

Light flyers continue to be perceived as desirable products by consumers, thanks to being perceived as healthy and energy efficient small cooking appliances. Indeed, consumers’ demand for such practical appliances has also led to a series of new…

Consumers have developed higher standards of home hygiene since the era of the pandemic, seeking appliances which are practical, convenient, and which offer high standards of cleaning efficiency. Within this context, both robotic and stick vacuum…

Turkey welcomed 44.5 million tourists in 2022, according to the Culture and Tourism Ministry of Turkey. Tourists arriving in September and August contributed to the sales of new season products, intending to carry them home and wear them in autumn,…

Weddings in Turkey gained momentum post-pandemic in 2021 and 2022. However, a slowdown in 2023 is evident, resulting in lower growth rates in jewellery sales compared to the years 2021 and 2022. Notably, millennials and Gen Z prefer to allocate their…

The Turkish economy has grappled with prolonged economic instability and high inflation, resulting in restrained volume sales. Lengthy recovery post two significant earthquakes, impacting a fifth of the population, and the country's unstable economic…

Before the onset of COVID-19, the industry raced ahead, promoting swift turnover in consumer choices. However, in the post-COVID era, a shift has occurred towards a slower, more thoughtful approach. Consumers are now leaning towards timeless pieces…

There is an ongoing shift from unbranded and counterfeit products towards recognised brands, driven by increased parental awareness of the potential health risks associated with generic and unbranded items. This shift indicates a growing preference…

The packaging industry in Turkey is undergoing a transformative shift, driven by key factors such as convenience, sustainability and consumer awareness. Innovative solutions are emerging, reshaping the landscape of packaged goods. Brands like Persil…

Coffee and tea focused outlets benefited from the strong pressure on consumer purchasing power in a highly inflationary climate in Turkey towards the end of the review period. These outlets are perceived to be affordable options for socialising. The…

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…

The market witnessed significant damage and losses due to a massive and destructive earthquake that occurred on 6 February 2023, affecting 11 provinces in east and southeast Turkey. The major earthquake impacted provinces with a special role in…

Full-service restaurants experienced hyperinflation effects more strongly than other consumer foodservice categories, as their price points were already higher than average in the industry. There was a small drop in overall transactions. As the…

Limited-service restaurants experienced growth across all metrics in 2023, although huge current value increases were exaggerated by very high inflation. Nonetheless, the category secured competitive advantages over other consumer foodservice types,…

Independents continued to dominate self-service cafeterias in Turkey in 2023. Independent concepts like esnaf lokantasi are popular with local consumers. Esnaf lokantasi supply fixed price three course menus at affordable prices, typically for…

The tough economic situation in Turkey continued to impact consumer foodservice at the end of the review period. This had some benefits for street stalls/kiosks as consumers looked for the best value for money from their consumer foodservice choices.…

In 2023, the prices of air care products experienced a significant rise, driven by the devaluation of the Turkish Lira. This devaluation led to higher expenses in importing, producing, and distributing these products, compelling manufacturers to…

Bleach is a traditional, essential product within the Turkish home care market, consistently maintaining strong sales. The sales growth of bleach products generally exhibits steady patterns without significant fluctuations. Therefore, while bad…

In 2023, retail value growth soared due to rising price points, while retail volume sales remained positive, driven by an uplift in sales for automatic dishwashing liquid and tablets. The steep devaluation of the currency during the year led to…

In 2023, retail value growth in home care was significant, driven by rising inflation and increased unit prices.

In 2023, Turkey received significantly higher rainfall than the average in May and June, which increased the insect population. Warnings were issued about the prevalence of invasive mosquitoes named 'Aedes Aegypti,' which were said to be unlike the…

In 2023, retail value sales growth was extremely high, driven by rising prices across laundry products. Retail volume sales also remained positive, bolstered by laundry detergents registering high volume growth thanks to consumer bulk purchases.

With rising inflation impacting price points, 2023 saw double-digit retail value growth. However, retail volume declined in all areas, with deepest declines noted in metal polish and furniture polish. The decline observed in both floor and furniture…

In 2023, manufacturers launched concentrated, economical, environmentally friendly and refillable surface care items. This shift aligns with the growing consumer demand for sustainable and cost-effective solutions. One example is Cif Clean Boost…

In 2023, overall toilet care volume sales declined, with these products being considered luxury during the economic crisis. In-cistern devices and toilet liquids drove the bulk of this decline. However, ITBs displayed a contrasting trend,…

With inflation very still high, apparel and footwear specialists in Turkey registered both a double-digit percentage increase in current and constant value sales. However, there was slight contraction in the number of outlets, as rising costs led…

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, convenience stores registered significant value growth in Turkey, driven in part by a significant number of new outlets opening. The compact size of these stores made it easier to find suitable locations and their widespread presence in…