Turkey

In 2023, discounters emerged as the largest and most dynamic format in the grocery retail sector in Turkey, passing out supermarkets in terms of value sales for the first time. The key factor driving this dynamism was the further openings of new…

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, 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…

Continued high inflation and a weak local currency negatively impacted video games in Turkey in 2023. Though current value sales increased, constant value sales fell significantly. Also, a notable trend in 2023 was the shift from mobile games to…

Turkey’s pet products market is benefitting from the pet humanisation trend in 2024, as seen in other pet care categories. Humanisation is particularly pronounced among dog owners, who are thus more likely than other pet owners to buy non-essential…

Turkish consumers demonstrated a growing interest in advanced skin care regimens in 2023. This trend, exemplified by the popularity of "skin cycling," involves incorporating a wider variety of ingredients and product formats into daily routines.…

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

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…

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…

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…

Pet care in Turkey in 2024 is seeing local consumers showing an increasingly cautious attitude towards consumption. The economic uncertainty the country throughout the review period has resulted in a widespread conservative and reluctant approach in…

Driven by younger generations like Gen Z, a new fragrance philosophy emerged in Turkey in 2023 – the concept of a curated "fragrance wardrobe." Consumers are increasingly interested in owning a collection of scents that reflect their moods and…

Depilatories recorded double-digit growth in retail value terms in 2023. This strong increase was largely driven by price increases, however, as volume sales grew at a steadier pace. Depilatories are facing a two-pronged challenge when it comes to…

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…

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.

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…

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…

Eyewear in Turkey has been in recovery since 2021, but a full return to pre-pandemic levels in volume terms is not expected until the second half of the forecast period. Sales have already recovered in current value terms, but this has largely driven…

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…

Driven by rising costs of living and a desire for streamlined routines, Turkish consumers have increasingly been looking for skin care and sun care products that offer multiple benefits in 2023. This trend fuelled the demand for hybrid sun care…