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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

Baby and Child-Specific Products in Turkey

In 2014, Turkey had the second highest birth rate in Europe. This factor, coupled with a rise in the number of parents who are better educated about the importance of using products that are dermatologically specifically designed for babies, meant ...

May 2015 | US$1,000 | Pages: 31 | Add to cart | View details

Country Report

Bath and Shower in Turkey

In 2014, bath and shower products saw 6% current value growth, largely stimulated by an increasing number of new product launches. Examples of new product launches in 2014 included Nivea In-Shower Body Cream by Nivea Beiersdorf Turkey Kozmetik San Ve...

May 2015 | US$1,000 | Pages: 30 | Add to cart | View details

Country Report

Colour Cosmetics in Turkey

A combination of factors including the presence of a young population, the rise of modern and urban consumers, growth of the female workforce and an increasing budget allocation for cosmetics and beauty products on the whole was the catalyst behind ...

May 2015 | US$1,000 | Pages: 35 | Add to cart | View details

Country Report

Deodorants in Turkey

In 2014 the deodorants category recorded positive current value growth, fuelled by greater investment by companies in terms of the launch of new product developments with sophisticated properties and a stronger focus on successful advertising ...

May 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Depilatories in Turkey

The current value growth of 7% in 2014 was higher than the 6% CAGR seen over the review period. This was due to a combination of the increasing availability of home-use depilatory products that provide results similar to those that are provided by ...

May 2015 | US$1,000 | Pages: 23 | Add to cart | View details

Country Report

Fragrances in Turkey

In 2014, fragrances saw 11% value growth, compared with a CAGR of 5% over the review period. The stronger performance in 2014 was the result of growth in both premium and mass fragrances on the back of aggressive price promotions. Most companies were...

May 2015 | US$1,000 | Pages: 30 | Add to cart | View details

Country Report

Hair Care in Turkey

In 2014, hair care demonstrated strong double-digit current value growth. This was stimulated by new product launches and an increase in marketing campaigns that helped to boost consumer awareness of and demand for products. As Turkish consumers are ...

May 2015 | US$1,000 | Pages: 35 | Add to cart | View details

Country Report

Men's Grooming in Turkey

In 2014, growth in men’s grooming was stimulated by the increasing number of urban men with professional jobs, who attach greater importance to their personal hygiene and appearance. Although the traditional image of maleness in Turkish culture is ...

May 2015 | US$1,000 | Pages: 31 | Add to cart | View details

Country Report

Oral Care in Turkey

In 2014, oral care showed double-digit current value growth. While this was stimulated by the launch of a large number of new products that offered solutions to a range of oral hygiene and health-related issues, oral care is still significantly ...

May 2015 | US$1,000 | Pages: 31 | Add to cart | View details

Country Report

Beauty and Personal Care in Turkey

In 2014, beauty and personal care saw strong current value growth, in line with the unabated CAGR seen over the review period. Long-term trends such as increased urbanisation and the growth of a professional workforce that takes increasing care over ...

May 2015 | US$2,650 | Pages: 129 | Add to cart | View details

Country Report

Sets/Kits in Turkey

In 2014, sales of sets/kits rose during special occasions, such as the Valentine’s Day, Mother’s Day and especially over the New Year. Since the accumulative price of the individual items within sets/kits would be higher than the unit price of the ...

May 2015 | US$1,000 | Pages: 24 | Add to cart | View details

Country Report

Skin Care in Turkey

In 2014, skin care was one of the most dynamic categories within beauty and personal care, growing by 16% in current value terms, slightly higher than the CAGR of 14% achieved over the review period. Growth in 2014 was primarily stimulated by a high ...

May 2015 | US$1,000 | Pages: 40 | Add to cart | View details

Country Report

Sun Care in Turkey

In 2014, sun care registered current value growth of 18%, a stronger rate than the 16% CAGR seen over the review period. The main factors stimulating growth were increased rates of tourism in the country, the coincidence of the Ramadan religious ...

May 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Apparel Accessories in Turkey

Turkey’s sizeable middle class became increasingly conservative over the course of the review period, while income levels increased rapidly. This can be attributed to the fact that the country has been ruled by a conservative and overtly religious ...

May 2015 | US$1,000 | Pages: 27 | Add to cart | View details

Country Report

Childrenswear in Turkey

Demand for superior quality childrenswear continued to increase in 2014 thanks to increasing awareness among parents of the importance of purchasing high-quality products for their children which are safer, including apparel. This trend stems mainly ...

May 2015 | US$1,000 | Pages: 24 | Add to cart | View details

Country Report

Footwear in Turkey

The number of shopping centres operating in Turkey continued to increase over the review period and this meant that they were more locations suitable for the mono-brand retail outlets of the best-known footwear companies, facilitating the shift ...

May 2015 | US$1,000 | Pages: 23 | Add to cart | View details

Country Report

Hosiery in Turkey

Hosiery continued to register positive growth in both volume and value terms during 2014 thanks to the consistent shift towards branded hosiery of higher quality. The factors underlying this rising demand for branded hosiery include the increase ...

May 2015 | US$1,000 | Pages: 19 | Add to cart | View details

Country Report

Jeans in Turkey

In 2014, jeans recorded double-digit current value growth, increasing by 10%. Volume growth, meanwhile, was considerably lower as jeans increased by just 2% in volume during 2014, a significantly lower rate of growth than the volume CAGR of 5% ...

May 2015 | US$1,000 | Pages: 29 | Add to cart | View details

Country Report

Menswear in Turkey

Menswear achieved double-digit current value growth in 2014, rising by 11%. Despite this, the category registered slow volume growth of just 1%, which is a slower rate of growth than the 2% volume CAGR of 2% recorded in the category over the entire ...

May 2015 | US$1,000 | Pages: 35 | Add to cart | View details

Country Report

Apparel and Footwear in Turkey

Apparel and footwear registered slower volume growth in 2014 than the volume CAGR recorded over the entire review period, mainly due to stagnation in consumer expenditure as a result of the slowdown in the Turkish economy. At same time, the Turkish ...

May 2015 | US$2,100 | Pages: 100 | Add to cart | View details

Country Report

Sportswear in Turkey

In addition to the boost provided to sales of sportswear by the increasing popularity of casual wear, sales of sports-inspired apparel and footwear experienced an increased towards the end of the review period. Thanks to this trend, which was mainly ...

May 2015 | US$1,000 | Pages: 29 | Add to cart | View details

Country Report

Womenswear in Turkey

Womenswear registered double-digit current value growth during 2014, rising by 10%, while volume sales increased by 2%, mainly thanks to the increasing interest in branded womenswear among the Turkish population. The country’s leading apparel ...

May 2015 | US$1,000 | Pages: 36 | Add to cart | View details

Country Report

Health and Wellness in Turkey

In 2014, health and wellness (HW) demonstrated current value growth that is marginally higher compared with the review period CAGR. This was as a result of the increasing number of consumers who are health conscious and interested in healthier food ...

Apr 2015 | US$2,100 | Pages: 101 | Add to cart | View details

Country Report

Apparel and Footwear Specialist Retailers in Turkey

In 2014 the most important factor influencing apparel and footwear specialist retailers in Turkey was the decrease in the consumer confidence index. This led to increasing prudence in terms of spending, stemming from exchange rate fluctuations and ...

Apr 2015 | US$1,000 | Pages: 47 | Add to cart | View details

Country Report

Direct Selling in Turkey

In 2014 direct selling registered 6% current value growth, which was significantly lower than the 9% CAGR seen over the review period. The main factor behind the slower growth was the increasing popularity and dynamism of internet retailing in ...

Apr 2015 | US$1,000 | Pages: 37 | Add to cart | View details

Country Report

Electronics and Appliance Specialist Retailers in Turkey

Despite positive factors such as Turkish consumers’ high levels of receptivity to new technologies and the increasing penetration of electronics and appliance specialist retailers, in 2014 the channel registered current value growth of 10%, which was...

Apr 2015 | US$1,000 | Pages: 41 | Add to cart | View details

Country Report

Grocery Retailers in Turkey

Grocery retailers registers a slightly higher growth than 2013 in current value terms, increasing by 3% which is also higher than the review period current value CAGR of 2%. The main reason behind the positive performance is the strong competition ...

Apr 2015 | US$1,000 | Pages: 74 | Add to cart | View details

Country Report

Health and Beauty Specialist Retailers in Turkey

In 2014, increasing urbanisation and the increasing number of working women continued to boost the sales of health and beauty specialist retailers. Consequently, compared with 2013 the growth rate slightly increased in 2014

Apr 2015 | US$1,000 | Pages: 53 | Add to cart | View details

Country Report

Homeshopping in Turkey

Homeshopping registered a decline in Turkey during 2013, due to declining sales of bottled water through homeshopping. Still bottled water in 19-litre demijohn format, which is the dominant format of still bottled water in Turkey, is typically ...

Apr 2015 | US$1,000 | Pages: 36 | Add to cart | View details

Country Report

Internet Retailing in Turkey

Internet retailing continued to benefit from the increasing penetration of the internet within Turkish households, and increasing investment in further improving the services provided by the leading internet retailers to consumers. In addition, the ...

Apr 2015 | US$1,000 | Pages: 61 | Add to cart | View details

Country Report

Leisure and Personal Goods Specialist Retailers in Turkey

The new instalment regulation, which limits payment by instalments to nine months, negatively affected the sales of leisure and personal goods specialist retailers. The new regulation also prohibits the sale of jewellery by instalments. Prior to the ...

Apr 2015 | US$1,000 | Pages: 49 | Add to cart | View details

Country Report

Mixed Retailers in Turkey

In 2014 mixed retailers registered 16% current value growth, which was higher than the review period CAGR of 13%. Much of this growth was stimulated by the increasing number of outlets and increasing promotional campaigns by the leading companies ...

Apr 2015 | US$1,000 | Pages: 44 | Add to cart | View details

Country Report

Retailing in Turkey

Retailing registered slightly slower current value growth in 2014 compared with the review period CAGR. Over the review period retailing demonstrated better growth as a result of high levels of consumer confidence due to the better macroeconomic ...

Apr 2015 | US$2,100 | Pages: 193 | Add to cart | View details

Country Report

Vending in Turkey

Vending registered strong growth in Turkey during 2014. The 14% current value growth recorded during the year was higher than the 12% CAGR recorded over the review period. This was mainly attributable to the increased penetration of vending machines ...

Apr 2015 | US$1,000 | Pages: 35 | Add to cart | View details

Country Report

Home and Garden Specialist Retailers in Turkey

Home and garden specialist retailers demonstrated a strong increase in 2014, with growth bolstered by the increasing penetration of chained home and garden specialist retailers. Furthermore, urbanisation was an important driver of the strong growth ...

Apr 2015 | US$1,000 | Pages: 49 | Add to cart | View details

Global Survey Report

Consumers in the Digital World: Hyperconnectivity and Technology Trends

This report is a comprehensive summary of results from Euromonitor International’s Hyperconnectivity survey, undertaken in December 2014, which includes responses from over 8,000 on-line consumers in 17 countries.

Apr 2015 | US$1,450 | Pages: 63 | Add to cart | View details

Country Report

Incontinence in Turkey

Sales of incontinence products registered dynamic current value growth in Turkey towards the end of the review period, rising by 14% in 2014 alone. The most important underlying factors behind this strong growth are the increasing availability of ...

Mar 2015 | US$1,000 | Pages: 28 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Turkey

Nappies/diapers/pants registered double-digit current value growth again during 2014 thanks to the rapid increase registered in the average unit price in the category as volume sales increased by 2%. Every year, more than one million babies are born ...

Mar 2015 | US$1,000 | Pages: 25 | Add to cart | View details

Country Report

Tissue and Hygiene in Turkey

Retail tissue and hygiene generated stronger growth during 2014 than during 2013, with growth rates superior to the CAGRs recorded at industry level over the entire review period. Retail tissue also registered higher current value growth than retail ...

Mar 2015 | US$2,650 | Pages: 74 | Add to cart | View details

Country Report

Retail Tissue in Turkey

Rapidly increasing urbanisation was the most important factor influencing growth trends in retail tissue in Turkey towards the end of the review period. Urbanisation translates into greater hygiene awareness and higher disposable incomes and, as a ...

Mar 2015 | US$1,000 | Pages: 33 | Add to cart | View details

Country Report

Sanitary Protection in Turkey

Sanitary protection recorded remarkable current value growth of 11% in 2014, while volume sales increased by 9%. The increasing number of highly educated women among the Turkish population has led to increasing awareness of the importance of sanitary...

Mar 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Wipes in Turkey

The most important determinant of growth in wipes during 2014 was the increasingly wide variety of ways in which wipes are used in Turkish households as the consumer demand for more convenient ways of performing everyday household tasks and chores ...

Mar 2015 | US$1,000 | Pages: 29 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Turkey

The ongoing increase being recorded in the numbers of Turkish people living in the country’s major urban areas led to more people in spending time outside of the home in Turkey over the course of the review period. Accordingly, towards the end of the...

Mar 2015 | US$1,000 | Pages: 22 | Add to cart | View details

Country Report

Cotton Wool/Buds/Pads in Turkey

Cotton wool/buds/pads increase in volume by just 2% in 2014, while current value sales increased by 4%. This relatively low growth was mainly the result of the shift away from cotton wool/buds/pads towards wipes. Wipes are increasingly being used for...

Mar 2015 | US$1,000 | Pages: 21 | Add to cart | View details

Country Report

Home Insecticides in Turkey

Despite the double-digit current value growth of 11% registered in home insecticides in Turkey during 2014, only static volume growth was recorded in the category over the course of the year. This was a very performance to the 2% volume CAGR realised...

Mar 2015 | US$1,000 | Pages: 23 | Add to cart | View details

Country Report

Surface Care in Turkey

Surface care increased in volume and value during 2014 as the range of products offered in the category continued to expand. New product developments in the category towards the end of the review period have responded to consumer demand for more ...

Mar 2015 | US$1,000 | Pages: 34 | Add to cart | View details

Country Report

Toilet Care in Turkey

Turkish consumers traditionally pay the utmost care to the cleanliness of their toilets and this means that the majority of Turkish households clean their toilets approximately six times per week, according to recent reports in the trade press. ...

Mar 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Air Care in Turkey

Procter & Gamble entered air care in Turkey during 2014 with a very aggressive marketing strategy to support its newly launched brand Febreze. Febreze products have become widely available in many retail outlets across the country, including ...

Mar 2015 | US$1,000 | Pages: 23 | Add to cart | View details

Country Report

Bleach in Turkey

Bleach in Turkey continued to register positive growth in 2014, rising in current value by 8% due to increasing hygiene awareness among Turkish consumers. In fact, bleach has been widely used in Turkey for decades. Turkish consumers use bleach in ...

Mar 2015 | US$1,000 | Pages: 26 | Add to cart | View details

Country Report

Dishwashing in Turkey

Despite the fact that the penetration rate of dishwashers is relatively high in Turkey, hand dishwashing remains very common due to the widely held consumer perception that there are certain stains which dishwashers simply cannot get rid of. For this...

Mar 2015 | US$1,000 | Pages: 33 | Add to cart | View details
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