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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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Future Demographic

Turkey in 2030 : The Future Demographic

In 2030, the population of Turkey will reach 88.1 million, an increase of 13.4% from 2015. Despite slowing population growth and rapid ageing, Turkey will still be the youngest and one of the fastest growing countries in Western Europe in 2015-2030. ...

Jun 2015 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Beer in Turkey

New product launches positively stimulated the performance of beer in 2014. In particular, imports of new premium lager brands such as Grolsch, Samuel Adams and Duvel by Efes Pilsen AS towards the end of 2013 revitalised the consumption of beer. ...

Jun 2015 | US$990 | Pages: 41 | Add to cart | View details

Country Report

Cider/Perry in Turkey

The increasing popularity of cider among Turkey’s young adult population and its increasing availability positively influenced volume sales in the category during 2014.

Jun 2015 | US$990 | Pages: 31 | Add to cart | View details

Country Report

Spirits in Turkey

During 2014, consistent excise tax increases had a negative effect on total volume growth in spirits as unit prices increased. Nevertheless, the marginal total volume decline recorded in the category in 2014 was slower than the 1% total volume ...

Jun 2015 | US$990 | Pages: 46 | Add to cart | View details

Country Report

Wine in Turkey

The increasing shift away from beer towards wine had a positive effect on growth in wine in 2014 as the category increased in total volume by 19%, a significantly higher rate of growth than the review period total volume CAGR of 4%. Increasing ...

Jun 2015 | US$990 | Pages: 41 | Add to cart | View details

Country Report

Alcoholic Drinks in Turkey

In 2014, alcoholic drinks registered higher volume growth than the total volume CAGR recorded over the entire review period. While off-trade total volume sales continue to contract, on-trade volume sales registered positive growth due to the ...

Jun 2015 | US$2,100 | Pages: 86 | Add to cart | View details

Global Briefing

More Needs to be Done: Nutrition Data Reveal Packaged Food and Soft Drinks Deliver too Little Fibre

At 4.3g per person per day, the global consumer still purchases too little fibre from packaged food and soft drinks. Given the favourable regulatory environment that allows companies to benefit from fibre-related health claims, manufacturers have the...

Jun 2015 | US$1,325 | Pages: 34 | Add to cart | View details

Country Report

Packaging Industry in Turkey

Packaging recorded healthy growth in 2014, due to the overall positive economic conditions, higher purchasing power and rapid urbanisation, as well as the increasing number of working women. Another contributory factor was the changing legislation, ...

Jun 2015 | US$2,100 | Pages: 45 | Add to cart | View details

Country Report

Hot Drinks Packaging in Turkey

Companies continue to develop new products that are in line with the changing consumer demands in Turkey as a result of changing lifestyles. Increasing urbanisation and a rise in the working women population affects consumer preferences as Turkish ...

Jun 2015 | US$990 | Pages: 34 | Add to cart | View details

Country Report

Soft Drinks Packaging in Turkey

Still bottled water was the category contributing the most to volume growth in soft drinks in 2014, reaching an annual per capita consumption of 137-litres. According to SUDER (Packaged Water Manufacturers Association) data, in 2014, although still ...

Jun 2015 | US$990 | Pages: 35 | Add to cart | View details

Country Report

Alcoholic Drinks Packaging in Turkey

Combined with the effects of new regulations which ban retail sales of alcoholic drinks within the retail channel between 22:00hrs and 06:00hrs, additional legislative regulations which place limits on alcohol advertising and other marketing ...

Jun 2015 | US$990 | Pages: 34 | Add to cart | View details

Country Report

Gardening in Turkey

The rising population of turkey’s large cities hampered demand for gardening products towards the end of the review period as high population density in cities meant limited room for gardens. However, gardening is perceived as a valued pastime, ...

Jun 2015 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Home Furnishings in Turkey

Home furnishings demonstrated positive current value growth of 4% in 2014, thanks mainly to the continuous increase being recorded in the popularity of branded products. Throughout the review period, home furnishings manufacturers, particularly those...

Jun 2015 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Home Improvement in Turkey

Despite the fact that the majority of Turkish consumers, particularly middle-income and high-income consumers, were discouraged from making repairs and improvements to their homes in 2014 due to the low cost of professional home improvement and ...

Jun 2015 | US$990 | Pages: 23 | Add to cart | View details

Country Report

Homewares in Turkey

Homewares demonstrated current value growth of 4% in 2014, thanks mainly to the rapid spread of chained homewares and home furnishings store as the number of shopping centres in the country continued to increase at the end of the review period. ...

Jun 2015 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Home and Garden in Turkey

Home and garden demonstrated slower value growth in 2014 than the review period current value CAGR as a consequence of widespread economic hardship. Along with the slowdown in economic growth, the exchange value of the Turkish Lira experienced a ...

Jun 2015 | US$2,100 | Pages: 52 | Add to cart | View details

Global Briefing

The Future of Skin Care: Game-changing Trends and Influencers

Skin care remains the key revenue driver in beauty with global sales exceeding US$111 billion in 2014. Beyond China, Indonesia and India will be key growth markets by 2019. Demand and innovation are driven by multiple factors. On one hand, technology...

Jun 2015 | US$1,325 | Pages: 52 | Add to cart | View details

Country Report

Chilled Processed Food Packaging in Turkey

In Turkey, a significant proportion of sales in chilled processed food are meat products such as salami, pastrami, sausages and soujouk. Some of these products are sold unpackaged in delicatessens, whilst packaged products are available in grocery ...

May 2015 | US$990 | Pages: 34 | Add to cart | View details

Country Report

Confectionery Packaging in Turkey

In 2014 confectionery packaging managed to sustain volume growth of 8%, thanks to the healthy increase in flexible plastic. Flexible plastic packaging continued to dominate the category in 2014, especially in bagged selflines/softlines, countlines ...

May 2015 | US$990 | Pages: 33 | Add to cart | View details

Country Report

Dairy Packaging in Turkey

Sales of unpackaged dairy products are still very high in Turkey, as the penetration of packaged food continues to be limited in rural areas and poor peripheral neighbourhoods of large cities. A considerable proportion of Turkish consumers also make ...

May 2015 | US$990 | Pages: 34 | Add to cart | View details

Country Report

Sauces, Dressings and Condiments Packaging in Turkey

Increasing disposable incomes, the increasing number of single households and the growing interest in new tastes are driving the growth of a number of categories in sauces, dressings and condiments, including liquid stocks and fonds, dry ...

May 2015 | US$990 | Pages: 34 | Add to cart | View details

Country Report

Baby Food Packaging in Turkey

The penetration of baby food is still below 25% of all households with babies. Although cow’s milk is still used widely for babies, both the government and baby food producers have started to encourage mothers to use follow-on milk formula instead. ...

May 2015 | US$990 | Pages: 17 | Add to cart | View details

Country Report

Canned/Preserved Food Packaging in Turkey

Canned/preserved food packaging declined by 1% in volume terms in 2014. Turkey is a major producer of fresh fruit and vegetables, as well as fish. All these are available at quite low prices compared with the prices of canned/preserved alternatives; ...

May 2015 | US$990 | Add to cart | View details

Country Report

Beauty and Personal Care Packaging in Turkey

There is a growing trend for branded beauty and personal care products in Turkey, benefiting beauty and personal care packaging. Increased urbanisation translating into a higher number of people in professional jobs attaching more importance to ...

May 2015 | US$990 | Pages: 36 | Add to cart | View details

Country Report

Home Care Packaging in Turkey

In home care packaging manufacturers have started to move pack types that are efficient, easy to use, and to provide the same results regardless of the user’s age or ability. Moreover, due to the increased urbanisation and hectic life styles, Turkish...

May 2015 | US$990 | Pages: 34 | Add to cart | View details

Country Report

Dog and Cat Food Packaging in Turkey

Improved economic conditions and rising disposable incomes in Turkey have benefitted dog and cat food in 2014. As more Turkish people start to live away from the family home, living alone or with friends, the number of pet owners is rising. Vets ...

May 2015 | US$990 | Pages: 34 | Add to cart | View details

Country Report

Tobacco Packaging in Turkey

Packaging retail volume sales declined sharply over 2014, with flexible packaging losing the most units, due to its position in cigarettes as both primary and secondary packaging. The retail volume sales of tobacco packaging declined by 3% to 13.4 ...

May 2015 | US$990 | Pages: 34 | Add to cart | View details

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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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$990 | 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
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