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Market Research on Turkey

Euromonitor International publishes the worlds' most comprehensive market research on consumer products, commercial industries, demographics trends and consumer lifestyles in Turkey.

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Euromonitor Turkey reports also cover: retailing, consumer food service, ingredients, institutional channels, luxury goods, personal care, health and wellness products, nutrition, tobacco and consumer electronics.

In addition we can provide in-depth data and statistics on: consumer lifestyles, income and expenditure, population, cities, households, the digital consumer, economy, finance and trade.

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Country Report

Baby and Child-Specific Products in Turkey

In 2015, baby and child-specific products saw current value growth of 13%, which was slower than the 16% current value CAGR recorded over the review period. This was due to the increasing number of parents who are becoming better educated about using...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Bath and Shower in Turkey

In 2015 bath and shower saw 8% current value growth, largely due to the rise of modern lifestyles in the country as a result of rapid urbanisation, which requires people to pay greater attention to their personal hygiene. Increased urbanisation has ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Colour Cosmetics in Turkey

Colour cosmetics registered 15% current value growth in 2015, a rate of growth which was in line with the review period CAGR of 15%. The current value growth recorded in colour cosmetics and was fuelled mainly by the rising demand for more ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Deodorants in Turkey

Deodorants saw 13% current value growth in 2015, with this growth fuelled largely by the launch of new products with sophisticated properties and successful advertising campaigns. The performance registered in the category 2015 was in line with the ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Depilatories in Turkey

In 2015, depilatories demonstrated 6% current value growth due to the availability of depilatories which provide beauty salon effects. Turkish women often prefer to have professional depilatory services performed at beauty salons, which is a more ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Fragrances in Turkey

Fragrances registered 10% current value growth in 2015, a stronger performance than the current value CAGR of 7% recorded in the category over the review period due to the growth in both premium and mass fragrances, which came as a result of ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Hair Care in Turkey

Hair care registered current value growth of 11% in 2015, a weaker performance than the current value CAGR of 13% registered over the entire review period as a result of a gradual maturation in hair care. Growth in the category over the review period...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Men's Grooming in Turkey

Men’s grooming saw 12% value growth in 2015, mainly as a result of the increasing numbers of men with professional jobs living in urban areas who attach more importance to their personal hygiene and appearance. Average unit prices continued to see ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Oral Care in Turkey

Oral care registered 12% current value growth in 2015, with sales stimulated by the launch of a large number of new products which claim to have more advanced formulas. Examples of these products include Parodontax Dis Macunu Malkron Teknolojisi, ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Beauty and Personal Care in Turkey

The Turkish beauty and personal care market continued to grow in 2015 thanks to a number of categories in which both economy and premium brands recorded sales increases through the launch of new formats and multi-functional products. A new group of ...

Apr 2016 | US$2,650 | Add to cart | View details

Country Report

Skin Care in Turkey

During 2015, value growth in skin care was stimulated by the increasing numbers of new product developments, especially within facial care. Innovation in terms of combination products and those with added benefits such as extra moisturising, firming,...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Sun Care in Turkey

The Turkish travel and tourism industry recorded another positive performance in 2015 as result of increasing marketing activities from the Ministry of Culture and Tourism in 2015. Successful promotions such as early reservation campaigns, ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Better For You Beverages in Turkey

In 2015, better for you (BFY) beverages achieved current value growth of 8%, thanks to the high level of company investments in the development of new products, particularly under BFY reduced sugar beverages. The most important new product ...

Apr 2016 | US$990 | Pages: 26 | Add to cart | View details

Country Report

Better For You Packaged Food in Turkey

Better for you packaged food generated double-digit value growth in 2015 as growth in the category was stimulated by the rising awareness of the benefits of reduced fat and reduced sugar packaged food. Furthermore, higher numbers of consumers are ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Food Intolerance in Turkey

Food intolerance continued to generate double-digit current value growth in 2015, rising by 28%, with the sales growing from a relatively low base. However, the growth demonstrated in the category during 2015 was considerably lower than the very ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Fortified/Functional Beverages in Turkey

In 2015, fortified/functional (FF) beverages achieved current value growth of 14%. Growth was stimulated by growing health and wellness concerns amongst Turkish consumers. FF beverages was boosted by the growing rate of urbanisation in the country, ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Fortified/Functional Packaged Food in Turkey

During 2015, fortified/functional (FF) packaged food demonstrated 10% current value growth, a slight slowdown from the current value CAGR of 12% registered over the review period. The reason for this slower growth was the stagnation which is creeping...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Naturally Healthy Beverages in Turkey

In 2015, naturally healthy (NH) beverages grew by 13% in current value terms, which was largely stimulated by the performance of NH bottled water which held a 91% share of the category’s value sales. NH bottled water also grew by 13% in 2015 as a ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Naturally Healthy Packaged Food in Turkey

Increased health consciousness and higher consumer demand for naturally healthy products stimulated growth in naturally healthy packaged food in 2015. Turkish consumers are increasingly aware of the benefits of consuming more natural food, especially...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Organic Beverages in Turkey

In 2015, organic beverages grew by 7% in current value terms, which was weaker compared to the CAGR of 18% seen over the review period. The smaller increase at the end of the review period stemmed from the slower current value growth seen in organic ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Health and Wellness in Turkey

In 2015, the health and wellness (HW) industry witnessed stronger current value growth in comparison to the CAGR recorded over the review period. Increasing awareness of the benefits of natural, healthier and fortified/functional products stimulated ...

Apr 2016 | US$2,100 | Add to cart | View details

Country Report

Organic Packaged Food in Turkey

Organic packaged food recorded double-digit current value growth in 2015, rising by 25%, although this was still a slower performance than the current value CAGR of 31% recorded in the category over the entire review period. The impressive growth ...

Apr 2016 | US$990 | Add to cart | View details

Country Report

Away-From-Home Tissue and Hygiene in Turkey

Away-from-home tissue and hygiene recorded double-digit current value growth of 11% in 2015, despite the fact that tourism faced a significant slowdown as a consequence of the depreciation of the Russian rouble and political turmoil in neighbouring ...

Mar 2016 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Incontinence in Turkey

Incontinence in Turkey registered another year of dynamic current value growth in 2015, of 14%, thanks to the rapid increase in the variety and availability of these products. This was because leading tissue and hygiene manufacturers penetrated the ...

Mar 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Nappies/Diapers/Pants in Turkey

Nappies/diapers/pants registered 4% volume growth in 2015, whilst demonstrating double-digit current value growth of 14%. This was despite the fact that a significant slowdown was observed in the birth rate in Turkey towards the end of the review ...

Mar 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Tissue and Hygiene in Turkey

Overall tissue and hygiene demonstrated positive volume and current value growth in 2015, despite stagnation in overall consumer expenditure, largely thanks to the ongoing increase in the urban population. Increasing hygiene awareness, along with the...

Mar 2016 | US$2,650 | Pages: 64 | Add to cart | View details

Country Report

Retail Tissue in Turkey

Production costs rose rapidly in retail tissues in Turkey in 2015, as the Turkish lira sharply depreciated against the US dollar and the euro, given the fact that tissue manufacturing in Turkey is largely dependent on imported input. Consequently, ...

Mar 2016 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Sanitary Protection in Turkey

The rapid urbanisation experienced in the country over the course of the review period brought about a remarkable increase in the overall level of education and the number of women participating in the workforce. In addition, the rapid spread of ...

Mar 2016 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Wipes in Turkey

Wipes were increasingly preferred by many consumers for different tasks over the course of the review period, as the rising number of women participating in the workforce led to less time being allocated to household chores; therefore more ...

Mar 2016 | US$990 | Pages: 25 | Add to cart | View details

Country Report

Financial Cards and Payments in Turkey

Financial cards saw strong growth during the review period as a whole, benefiting from a marked rise in the banked population in Turkey. The government is keen to encourage this trend, with benefits and wages increasingly being paid electronically. A...

Mar 2016 | US$2,100 | Pages: 56 | Add to cart | View details

Country Report

Home Laundry Appliances in Turkey

Home laundry appliances demonstrated a remarkable recovery in 2015, with volume growth of 8%, compared with the 2% volume decline seen in 2014. A decline was experienced in the category in 2014 due to the fact that BDDK brought into effect a new ...

Mar 2016 | US$990 | Pages: 42 | Add to cart | View details

Country Report

Irons in Turkey

Largely thanks to the rise in sales of more premium products, such as steam generators/ironing systems, irons demonstrated volume growth of 4% in 2015. Also, as a consequence of the ongoing increase in sales, the volume share of steam ...

Mar 2016 | US$990 | Pages: 40 | Add to cart | View details

Country Report

Large Cooking Appliances in Turkey

Large cooking appliances registered stronger growth of 9% in 2015, compared with the review period CAGR of 7%. Volume sales were positively affected by the fact that the regulation which came into force in February 2014, which limited payments with ...

Mar 2016 | US$990 | Pages: 44 | Add to cart | View details

Country Report

Air Treatment Products in Turkey

Higher than expected temperatures in the summer of 2015 led a higher number of consumers to purchase air treatment products compared with 2014, and thus the category registered 5% volume growth at the end of the review period. As a consequence, air ...

Mar 2016 | US$990 | Pages: 40 | Add to cart | View details

Country Report

Dishwashers in Turkey

The new regulation that limited payments with instalments via credit card to nine months significantly negatively affected sales of dishwashers in 2014, and the category declined by 1% in volume terms. Given that this payment method was widely used, ...

Mar 2016 | US$990 | Pages: 38 | Add to cart | View details

Country Report

Food Preparation Appliances in Turkey

Food preparation appliances registered 7% volume growth and strong current value growth of 18% in 2015, largely due to the rise in demand for multifunctional and more premium products, such as hand blender sets and heavy-duty countertop mixers in ...

Mar 2016 | US$990 | Pages: 40 | Add to cart | View details

Country Report

Heating Appliances in Turkey

Thanks to the colder than usual winter, heating appliances recorded volume growth of 3% in 2015, compared with the volume decline of 4% seen in 2014. On the other hand, volume sales were still slightly behind the volume sales of heating appliances ...

Mar 2016 | US$990 | Pages: 39 | Add to cart | View details

Country Report

Microwaves in Turkey

Microwaves recorded slow volume growth of 2% in 2015, despite the rising demand for more practical and convenient cooking solutions due to rapid urbanisation. This is largely due to the fact that many Turkish consumers think that microwaving food has...

Mar 2016 | US$990 | Pages: 39 | Add to cart | View details

Country Report

Consumer Appliances in Turkey

Consumer appliances saw another year of volume and current value growth in Turkey in 2015, largely due to

Mar 2016 | US$2,650 | Pages: 147 | Add to cart | View details

Country Report

Personal Care Appliances in Turkey

Personal care appliances experienced volume growth of 1% in 2015, despite the fact that sales of other oral care appliances declined, whilst hair care appliances, oral care appliances and other personal care appliances registered volume growth of ...

Mar 2016 | US$990 | Pages: 40 | Add to cart | View details

Country Report

Refrigeration Appliances in Turkey

Refrigeration appliances registered stronger volume growth of 3% in 2015, compared with the 5% sales decline observed in 2014, owing to the fact that the vast majority of retailers found ways to circumvent the regulation which limited purchases with ...

Mar 2016 | US$990 | Pages: 46 | Add to cart | View details

Country Report

Small Cooking Appliances in Turkey

Small cooking appliances demonstrated 5% volume growth in 2015, despite declines in volume sales in breadmakers, deep fat fryers, rice cookers and toasters. This was largely thanks to the rapid rise in sales of coffee machines, which continued at the...

Mar 2016 | US$990 | Pages: 43 | Add to cart | View details

Country Report

Small Kitchen Appliances (Non-Cooking) in Turkey

Small kitchen appliances (non-cooking) registered 4% volume growth in 2015, largely due to increasing sales of kettles, as demand for practical kitchen solutions rose in the country along with urbanisation over the course of the review period. ...

Mar 2016 | US$990 | Pages: 39 | Add to cart | View details

Country Report

Vacuum Cleaners in Turkey

Vacuum cleaners recorded volume growth of 3% in 2015, despite the majority of products, such as handheld, wet and dry, steam and robotic vacuum cleaners experiencing a decline in their volume sales, mainly owing to the rapid growth observed in stick ...

Mar 2016 | US$990 | Pages: 42 | Add to cart | View details

Country Profile

Turkey: Country Profile

Turkey’s economy will slow in 2016. Cheaper oil and a rebound in exports should provide some benefits. Geopolitical tensions also hold back investment. Deteriorating relations with Russia will further complicate Turkey’s economic prospects. Inflation...

Feb 2016 | US$150 | Pages: 9 | Add to cart | View details

Country Report

Asian Speciality Drinks in Turkey

There is no market for Asian speciality drinks in Turkey due to lack of knowledge of such products and lack of availability.

Feb 2016 | US$990 | Add to cart | View details

Country Report

Bottled Water in Turkey

Bottled water demonstrated good volume growth, thanks to growing demand for the products in 2015. The quality of Turkish tap water is not great and often tastes unpleasant, especially in the urban cities, which leads consumers to drink and prepare ...

Feb 2016 | US$990 | Pages: 35 | Add to cart | View details

Country Report

Carbonates in Turkey

In 2015, carbonates stagnated in volume terms, compared with the volume CAGR of 1% during the review period. With the health and wellness trend and awareness about potential health risks increasing, carbonates demonstrated negative growth in 2012 and...

Feb 2016 | US$990 | Pages: 33 | Add to cart | View details

Country Report

Concentrates in Turkey

In 2015, the volume growth demonstrated by concentrates was lower than the review period CAGR of 5%. The consumer trend towards more natural and healthier products meant that concentrates products were largely preferred by the lower-income consumer ...

Feb 2016 | US$990 | Pages: 30 | Add to cart | View details

Country Report

Energy Drinks in Turkey

In 2015, energy drinks continued to register double digit growth of 16% in current value terms, similar to the review period CAGR of 20%. In volume terms, however, the category saw lower growth compared to the 17% CAGR seen over the review period, ...

Feb 2016 | US$990 | Pages: 28 | Add to cart | View details
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