Turkey

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…

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…

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…

Alcoholic drinks registered fairly modest single-digit volume growth in Turkey in 2023, with off-trade sales stronger than on-trade sales due to a notable transition between these channels. However, value growth continues to hit robust double-digit…

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…

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…

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…

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…

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, 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…

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…

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…

The packaging unit volumes used in liquid milk formula in Turkey saw very strong growth again in 2022. Convenience was playing a crucial role in this trend, as liquid milk formula is pre-mixed and ready to use, making it easier for busy parents to…

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,…

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…

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.

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…

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…

Beer registered positive volume growth in Turkey in 2023, despite the overall challenging economic conditions of steep prices rises and declining consumer spending power. Whilst volume sales are lower than those seen in 2022, beer benefits from…

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…

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…

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…

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…

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…

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, 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…

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…

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…

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 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…

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…

Cider/perry saw slumping volume sales in Turkey in 2023, with both on-trade and off-trade volume in negative figures. This also shows a steep drop from the positive volume figures seen in both channels in 2022. Cider/perry is not the most popular…

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…

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…

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.…

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…

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…

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,…

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…

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…

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…

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…

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…

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…

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…

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…

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…

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…