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 Market Research for Turkey

Euromonitor publishes reports on industries, consumers and demographics in Turkey.

  • Industry specific reports offer insight into market size and market share in Turkey; as well as industry trends in each specific industry.
  • The Consumer Lifestyles in Turkey report examines national lifestyle habits, ranging from health and living standards, income and earning patterns, eating and drinking habits, to home ownership trends.
  • Turkey in 2030: The Future Demographic contains information on long term population changes, population by gender, consumer segment: babies, infants, toddlers, children, tweenagers, teenagers, studying age, young-adults, middle-aged adults, and the elderly.

View our Turkey statistics factfile.

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Country Report

Asian Speciality Drinks in Turkey

Asian speciality drinks remains a negligible category in Turkey.

Feb 2015 | US$900 | Add to cart | View details

Country Report

Bottled Water in Turkey

In 2014, bottled water recorded off-trade volume growth of 2%, this being weaker than the 4% CAGR of the review period. Category growth started to slow in 2012 following the Turkish government’s announcement that some companies did not meet required ...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Carbonates in Turkey

In 2014, off-trade volume sales remained flat but carbonates registered current value growth of 2%. The volume sales decline, despite a growing population and improving economy, was largely a result of the rising health and wellness trend. Many ...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Concentrates in Turkey

In 2014, off-trade volume sales increased by 8%. This was achieved after particularly strong performances in 2012 and 2013, resulting in a CAGR of 6% over the review period. Nevertheless, off-trade value sales declined by 1% in current terms. The ...

Feb 2015 | US$900 | Add to cart | View details

Country Report

Juice in Turkey

In 2014, juice registered positive growth in both volume and current value terms. The category recovered quickly from a poor fruit harvest in 2012, which resulted in a supply shortage.

Feb 2015 | US$900 | Add to cart | View details

Country Report

Soft Drinks in Turkey

As a result of factors such as improving economic conditions and rising manufacturing capacity, the Turkish soft drinks market registered strong current value growth in 2014, in fact the strongest performance of the review period. The market ...

Feb 2015 | US$1,900 | Add to cart | View details

Country Report

RTD Coffee in Turkey

In 2014, RTD coffee recorded off-trade current value growth of 10%, a performance which was in line with the review period CAGR. Despite low interest, the category recorded strong growth due to its small size and slightly more shelf space in modern ...

Feb 2015 | US$900 | Add to cart | View details

Country Report

RTD Tea in Turkey

RTD tea was one of the most dynamic categories within soft drinks over the review period, recording an off-trade current value CAGR of 54%. The main driver of growth was the changing consumption habits of younger consumers. Turkey has a very young ...

Feb 2015 | US$900 | Add to cart | View details

Global Briefing

The Rise of Luxury Spending and High Income Earners in Emerging Markets

The global picture of wealth is changing and the number of high income earners in emerging markets is rising rapidly. This briefing will provide some insight into the profiles and spending habits of high income earners and long-term forecasts for ...

Feb 2015 | US$1,200 | Pages: 41 | Add to cart | View details

Country Report

Hot Drinks in Turkey

In 2014, hot drinks’ total volume sales achieved moderate growth similar to the performance seen during the review period. Growth was stimulated by a number of factors including a steady rise in urbanisation, increase in sophisticated products that ...

Feb 2015 | US$1,900 | Pages: 43 | Add to cart | View details

Country Report

Coffee in Turkey

In 2014, coffee recorded slightly slower value growth compared to the review period CAGR of 11% in current terms. Growth was stimulated by a number of factors which include increased coffee consumption as a regular habit among young Turkish ...

Feb 2015 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Other Hot Drinks in Turkey

Other hot drinks consumption is split fairly evenly, with flavoured powder drinks making up 54% and other plant-based hot drinks comprising 46% of total volume sales in 2014. Both flavoured powder drinks and plant-based hot drinks recorded stronger ...

Feb 2015 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Tea in Turkey

In 2014, loose black standard tea accounted for 86% of retail value sales and 95% in volume terms. Developments in this area determine the direction of tea overall. Although mature, per capita consumption of loose black tea is still rising, which ...

Feb 2015 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Microwaves in Turkey

Sales of microwaves remained low at the end of the review period, reaching just 236,600 units in 2014. This is chiefly due to continuing consumer concerns regarding the nutrition of food cooked by microwaves. Many consumers believe that microwaving ...

Jan 2015 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Consumer Appliances in Turkey

Consumer appliances saw striking growth for the review period as a whole. Growth was fuelled by economic growth, with many consumers thus being encouraged to spend. Strong growth was also supported by the widening availability of consumer credit at ...

Jan 2015 | US$2,400 | Pages: 144 | Add to cart | View details

Country Report

Personal Care Appliances in Turkey

Personal care appliances benefited from a number of factors in Turkey during the review period. Rising disposable income levels and growth in the number of working women enabled more consumers to buy a range of personal care appliances. Growing ...

Jan 2015 | US$900 | Pages: 42 | Add to cart | View details

Country Report

Refrigeration Appliances in Turkey

There was a sharp increase in unit prices for refrigeration appliances at the end of the review period, with an increase of 15% in current value terms in 2014 over the previous year. This was due to a sharp drop in the value of the Turkish lira ...

Jan 2015 | US$900 | Pages: 49 | Add to cart | View details

Country Report

Small Cooking Appliances in Turkey

There is a strong tradition for coffee in Turkey, with the growth of specialist coffee shops further increasing consumers' interest in coffee in the country. With rising economic concerns, a growing number of consumers however sought to replicate ...

Jan 2015 | US$900 | Pages: 46 | Add to cart | View details

Country Report

Small Kitchen Appliances (Non-Cooking) in Turkey

Strong review period growth for small kitchen appliances (non-cooking) was supported by rising disposable income levels and a growing sense of economic confidence during the review period, encouraging consumers to spend more freely. However, the end ...

Jan 2015 | US$900 | Pages: 41 | Add to cart | View details

Country Report

Vacuum Cleaners in Turkey

Growth in vacuum cleaners was driven by compact and affordable stick vacuum cleaners in 2014. These products appeal to consumers due to their affordable prices, carrying a unit price of just TRY99 in 2014 in comparison to prices of TRY353 for ...

Jan 2015 | US$900 | Pages: 45 | Add to cart | View details

Global Briefing

Emerging Markets: Overview and Growth Opportunities in Non-Grocery and Non-Store Channels

Demographic changes in emerging markets are strongly impacting the way consumers shop. Retailers have to adapt accordingly to cater to a new aspirational middle class, with access to higher levels of discretionary spending. This briefing assesses the...

Jan 2015 | US$1,200 | Pages: 41 | Add to cart | View details

Strategy Briefing

New Emerging Markets: Nigeria, Indonesia, Mexico, The Philippines and Turkey

With their growing economies, rising incomes and young, expanding populations, the five emerging markets of Nigeria, Indonesia, Mexico, Philippines and Turkey offer a wealth of opportunities for marketers facing stagnant demand in developed markets. ...

Jan 2015 | US$1,200 | Pages: 85 | Add to cart | View details

Country Report

Luxury Goods in Turkey

Luxury goods recorded healthy growth due to overall positive economic conditions, increased purchasing power, new luxury shopping malls, as well as increased fashion consciousness among Turkish consumers, despite the ‘Gezi demonstrations’ that ...

Dec 2014 | US$1,100 | Pages: 71 | Add to cart | View details

Country Report

Other Pet Food in Turkey

Other pet food in Turkey continued to decline in volume and current value terms. The sustained negative growth trend in the category first emerged in 2008 with the onset of the bird flu epidemic, which discouraged many Turkish people from owning ...

Nov 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Pet Care in Turkey

During 2013, Turkey’s pet care industry registered healthy value and volume growth due to rising pet ownership, rising urbanisation and a higher number of single-person households, which means that pets are increasingly being kept as companions. In ...

Nov 2014 | US$1,900 | Pages: 57 | Add to cart | View details

Country Report

Pet Products in Turkey

Pet products is expected to increase in current value by 11% in 2014 as these products are quite new in the country and the category was thus able to register strong value growth throughout the review period. The pet humanisation trend and the ...

Nov 2014 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Cat Food in Turkey

Cat food in Turkey is expected to record healthy current value growth in 2014, rising by 14%, with growth fuelled by strong growth in demand for economy cat food. The quality of Turkey’s economy cat food brands is rising thanks to the investment ...

Nov 2014 | US$900 | Pages: 34 | Add to cart | View details

Country Report

Dog Food in Turkey

Dog food in Turkey is expected to record healthy current value growth over the course of 2014, rising by 17%. This strong performance is set to be fuelled by the value growth being recorded in economy products. The quality of economy dog food ...

Nov 2014 | US$900 | Pages: 35 | Add to cart | View details

Country Report

Cigarettes in Turkey

Cigarettes registered a 3% retail volume decline in 2013, due to considerable price increases, followed by an excise tax increase in January 2013. Subsequently, the illicit trade volume of cigarettes increased, as consumers switched to illegal ...

Nov 2014 | US$900 | Pages: 41 | Add to cart | View details

Country Report

Cigars in Turkey

Unlike water pipes and cigarettes, cigars are not part of Turkish smoking tradition. There are three types of cigar smokers in Turkey. The first group is high-income male consumers smoking hand-made cigars. This group accounts for a very small ...

Nov 2014 | US$900 | Add to cart | View details

Country Report

Tobacco in Turkey

In 2013 cigarettes registered a volume decline, following a positive performance in 2012. This decline was mainly due to the poor performance of mid tar cigarettes, which still accounts for the majority of sales of cigarettes. Low tar and ultra low ...

Nov 2014 | US$1,900 | Pages: 59 | Add to cart | View details

Country Report

Smoking Tobacco in Turkey

Pipe smoking is ingrained in Turkish tradition and culture. The majority of pipe smokers do so in so-called “water pipe cafés” to socialise with their friends and acquaintances. Smoking at home is not prevalent, which also explains the lower sales ...

Nov 2014 | US$900 | Pages: 27 | Add to cart | View details

City Review

Ankara City Review

Ankara emerged as a brand new city in Turkey, following its designation as the country's capital in 1923. By 2012, Ankara ranked among the wealthiest cities in Turkey, being second only to Istanbul in average household income and population size. ...

Nov 2014 | US$650 | Pages: 23 | Add to cart | View details

City Review

Istanbul City Review

Istanbul emerged as a truly global city during the last few decades, as its population and GDP per capita soared. The city benefited from its developed logistics infrastructure and the availability of convenient locations for the world's major ...

Nov 2014 | US$650 | Pages: 23 | Add to cart | View details

Country Report

Consumer Lending in Turkey

In 2014, growth in consumer lending gross lending slowed to a single-digit increase, compared with double-digit average growth recorded during the review period 2009-2014. Growth in consumer lending was primarily affected by the slower growth ...

Oct 2014 | US$1,900 | Pages: 14 | Add to cart | View details

Global Briefing

Trends and Developments in the Global Eye Care Market

Although the global market for eye health (comprising OTC eye care and eye health supplements) is vastly outsized by mainstream industry categories such as analgesics or multivitamins, the global market is worth nearly US$5 billion and grew by a ...

Oct 2014 | US$1,200 | Pages: 59 | Add to cart | View details

Country Report

Financial Cards and Payments in Turkey

In 2014, financial cards and payments demonstrated volume and current value growth, despite the slowdown in the Turkish economy. Growth was fuelled by the growing number of cards in circulation, the higher number of ATMs and POS terminals, as well as...

Oct 2014 | US$1,900 | Pages: 60 | Add to cart | View details

Country Report

Cafés/Bars in Turkey

Cafés/bars recorded current value growth of 2% in 2013, compared with a negative review period CAGR of 7%. The main reason for the recovery in sales was the rising number of chained outlets at the end of the review period. In 2013 independent ...

Oct 2014 | US$900 | Pages: 34 | Add to cart | View details

Country Report

Fast Food in Turkey

In 2013 fast food witnessed good current value growth, demonstrating the second most dynamic performance in current value terms in consumer foodservice in Turkey, due to the success of chained fast food, which recorded 15% current value growth in ...

Oct 2014 | US$900 | Pages: 46 | Add to cart | View details

Country Report

Full-Service Restaurants in Turkey

In 2013 full-service restaurants recorded current value growth due to the healthy growth of chained full-service restaurants. The number of chained full-service restaurants increased by 10%, reaching 538 in 2013. In addition, the adverse effects of ...

Oct 2014 | US$900 | Pages: 41 | Add to cart | View details

Country Report

Consumer Foodservice in Turkey

A number of political and economic difficulties in the second half of 2013, such as the Gezi Park demonstrations, criminal investigations regarding corruption and the depreciation of the Turkish lira, affected consumer foodservice. However, current ...

Oct 2014 | US$1,900 | Pages: 128 | Add to cart | View details

Country Report

Self-Service Cafeterias in Turkey

In 2013 self-service cafeterias witnessed current value growth of 2% as a result of improved economic conditions in the country, which prompted the owners of independent self-service cafeterias to open new outlets. In addition, the higher rate of ...

Oct 2014 | US$900 | Pages: 27 | Add to cart | View details

Country Report

Street Stalls/Kiosks in Turkey

In 2013 overall street stalls/kiosks recorded a current value decline of 2%, due to the poor performance of chained street stalls/kiosks. The channel registered a decline in 2013 as a result of the disappointing performance of Taze Misir Gida ve Dis ...

Oct 2014 | US$900 | Pages: 28 | Add to cart | View details

Country Report

100% Home Delivery/Takeaway in Turkey

100% home delivery/takeaway recorded healthy growth in terms of transactions and value sales in 2013, stimulated by the performance of pizza 100% home delivery/takeaway. The main determinants of growth were an increasing number of outlet openings by ...

Oct 2014 | US$900 | Pages: 30 | Add to cart | View details

Country Report

Bags and Luggage in Turkey

Bags and luggage is set to increase by 10% in current value over the forecast period due to rising purchasing power and the growing number of women in the Turkish workforce as well as the recent opening of numerous new shopping centres. Moreover, ...

Oct 2014 | US$900 | Pages: 26 | Add to cart | View details

Country Report

Jewellery in Turkey

Turkey’s Banking Regulation and Supervision Agency took the step of banning instalment plans for various products during 2013, including food, gasoline, telecommunications contracts and jewellery. This formed part of Turkey’s new credit card ...

Oct 2014 | US$900 | Pages: 24 | Add to cart | View details

Country Report

Personal Accessories in Turkey

A number of political and economic difficulties struck Turkey during the second half of 2013 such as the Gezi Park demonstrations in Istanbul, the criminal investigation into high-level political corruption and the depreciation of the Turkish lira ...

Oct 2014 | US$1,100 | Pages: 66 | Add to cart | View details

Country Report

Watches in Turkey

Turkish consumers are increasingly choosing to own a range of different watches so that they have one to use on every possible different occasion, including sport, business and casual. Consumers are thus replacing their watches more regularly as ...

Oct 2014 | US$900 | Pages: 29 | Add to cart | View details

Country Report

Writing Instruments in Turkey

Current value sales of writing instruments are set to increase by 12% in 2014, rising to TRY479 million mainly due to the expansion of the consumer base for these products. As income levels continue to increase, a higher number of Turkish consumers ...

Oct 2014 | US$900 | Pages: 25 | Add to cart | View details

Country Report

Spectacles in Turkey

Spectacles achieved value growth of 10% in 2014, up from 7% the previous year as the negative effects of the Gezi demonstrations began to dissipate in 2014. Many Turkish consumers began to perceive spectacles not only as a form of vision correction ...

Oct 2014 | US$900 | Pages: 22 | Add to cart | View details
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