Turkey

With Turkey continuing to see elevated inflation in 2024, consumers continue show a more cautious attitude towards consumption. As such, consumers are postponing purchases of non-essential products, such as sunglasses, which is resulting in a decline…

Overall growth in spectacles is set to remain steady if moderate in retail volume terms throughout 2024 fuelled by rising demand for progressive lenses. Demand for progressive spectacle lenses is being driven by Turkey’s ageing population, coupled…

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…

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, Turkey’s real GDP growth slowed to 2.8% amid tight financial conditions and surging inflation, but it outperformed Western Europe’s average growth. Furthermore, Turkey’s inflation levels decreased to 53.9% in 2023, following a change in the…

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…

In spite of continuing high inflation in Turkey, traditional toys and games registered healthy current value growth. The best performing segment was dolls and accessories and this was in part boosted by the launch of the Barbie movie in summer 2023.…

In terms of toys and games in Turkey in 2023, though current value sales increased, constant value sales fell. While inflation eased, it continued to be in the high double-digits, and this cut into profit margins. After the elections of May 2023,…

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…

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…

Other pet food in Turkey is being impacted by the continued decline in the pet fish population in 2024. During the pandemic, prolonged home seclusion led to shifts in consumers’ lifestyles, priorities and leisure activities, benefitting the demand…

Dog food in Turkey is feeling the impact of the slowed expansion of the pet dog population in 2024, as the full return to pre-pandemic routines and rising living costs have recently undermined the inclination to acquire new pets for many people.…

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…

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.…

Premium beauty and personal care in Turkey experienced a strong year in 2023, with fragrances leading the growth surge. This category emerged as the largest and most dynamic segment within premium beauty and personal care. Several factors contributed…

Oral care in Turkey experienced positive growth in 2023, driven by a growing emphasis on essential hygiene products.

Men's grooming in Turkey experienced a surge in popularity in 2023, driven by a growing awareness of self-care and a shift in traditional gender norms. Gone are the days when men's grooming was considered a niche pursuit. Turkish men are becoming…

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.

Despite inflation showing signs of easing, the cost of hair care products continued to rise in Turkey in 2023. This economic pressure is impacting consumer spending habits. Many were forced to "trade down" to more affordable options, prioritising…