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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

Cider/Perry in Turkey

Due to the rising popularity of cider among Turkey’s young adult population and rapidly increasing penetration, especially in the on-trade channel, volume growth remained strongly positive in cider/perry during 2013.

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

Country Report

Alcoholic Drinks in Turkey

Off-trade volume growth was lower in alcoholic drinks than the off-trade volume CAGR recorded across the industry over the entire review period. The relatively poor performance during the year was mainly due to new legislation and regulations which ...

Jun 2014 | US$1,900 | Pages: 93 | Add to cart | View details

Country Report

Spirits in Turkey

The 1% total volume growth recorded in spirits 2013 represented a considerable slowdown from the 4% current value growth recorded in the category during 2012. This slowdown in growth was mainly due to excise tax increases and legislative regulations ...

Jun 2014 | US$900 | Pages: 50 | Add to cart | View details

Country Report

Wine in Turkey

The increasing popularity of wine tasting courses among Turkey’s young professionals, the main consumers of wine in Turkey, continued to have a positive influence on volume growth in wine in the country during 2013. In addition, relatively low levels...

Jun 2014 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Beer in Turkey

New legislative regulations were passed in Turkey in September 2013 banning the sale of alcoholic drinks in off-trade outlets between 22:00hrs and 06:00hrs. This legislation had a negative influence on sales of beer in Turkey during 2013. In Turkey, ...

Jun 2014 | US$900 | Pages: 43 | Add to cart | View details

Country Report

Gardening in Turkey

The high proportion of the Turkish population who live in the handful of very large cities in the country limits demand for gardening in the country as city living means that there is little room for gardens. Traditionally, gardening has been ...

Jun 2014 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Home Furnishings in Turkey

Sales of home furnishings in Turkey are directly related to residential property sales, particularly sales of newly built homes. In recent years, new residential real estate development projects have flourished in Turkey, especially in suburban areas...

Jun 2014 | US$900 | Pages: 19 | Add to cart | View details

Country Report

Home Improvement in Turkey

Home improvement remains a major home and garden category in Turkey. As the cost of contracting tradesmen to perform home improvement tasks remains very low in Turkey, many householders grateful to have access to such professional services at low ...

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

Country Report

Homewares in Turkey

Since the end of the economic recession in 2010, homewares in Turkey has registered strong positive current value growth at an average of 8% over four consecutive years. Much of this growth can be attributed to the completion of numerous new homes as...

Jun 2014 | US$900 | Pages: 17 | Add to cart | View details

Country Report

Home and Garden in Turkey

With the end of the recession in sight by 2010, positive value growth began to be registered across nearly all home and garden categories. One contributing factor was the high growth recorded in sales of residential real estate due to declining ...

Jun 2014 | US$1,900 | Pages: 50 | Add to cart | View details

Country Report

Mixed Retailers in Turkey

Mixed retailers in Turkey increased in current value by 15% in 2013, a higher rate of growth than the current value CAGR of 11% recorded over the review period. Much of this growth is set to be due to rising disposable income levels and the ...

Jun 2014 | View details
Sale: US$725 | Pages: 45 | Add to cart |

Country Report

Leisure and Personal Goods Specialist Retailers in Turkey

The most important factor which had an impact on all categories within leisure and personal goods specialist retailers in 2013 was the improved economic conditions in Turkey, which led to higher disposable income levels throughout the country. This ...

Jun 2014 | View details
Sale: US$725 | Pages: 45 | Add to cart |

Country Report

Internet Retailing in Turkey

Internet retailing continued to record positive growth in Turkey in 2013, increasing in current value by 27%. This high growth was driven mainly by rising awareness of online shopping and the increasing frequency of price discounts and promotional ...

Jun 2014 | View details
Sale: US$725 | Pages: 64 | Add to cart |

Country Report

Homeshopping in Turkey

Homeshopping registered negative growth 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 ...

Jun 2014 | View details
Sale: US$725 | Pages: 36 | Add to cart |

Country Report

Health and Beauty Specialist Retailers in Turkey

Health and beauty specialist retailers in Turkey increased in current value during 2013 thanks to the improved economic conditions in the country, which led to the majority of consumers having higher disposable incomes. Consumer expenditure on beauty...

Jun 2014 | View details
Sale: US$725 | Pages: 45 | Add to cart |

Country Report

Grocery Retailers in Turkey

The 3% current value growth recorded in grocery retailers in Turkey during 2013 was a substantially better performance than the 2% current value CAGR recorded in the category over the entire review period. Improvements in the economic conditions in ...

Jun 2014 | View details
Sale: US$725 | Pages: 72 | Add to cart |

Country Report

Electronics and Appliance Specialist Retailers in Turkey

As the economic conditions in Turkey improved towards the end of the review period and rising disposable incomes increased in 2013, more Turkish people had the means to spend money on consumer electronics and consumer appliances. Furthermore, with ...

Jun 2014 | View details
Sale: US$725 | Pages: 41 | Add to cart |

Country Report

Direct Selling in Turkey

Direct selling registered solid growth in 2013 due to the ongoing popularity of the beauty and personal care products which are offered through direct selling. In addition, strong investment increased production and marketing initiatives by key ...

Jun 2014 | View details
Sale: US$725 | Pages: 38 | Add to cart |

Country Report

Apparel and Footwear Specialist Retailers in Turkey

In 2013, the most important factor influencing apparel and footwear specialist retailers in Turkey was the ongoing increase being recorded in disposable income levels in the country, a situation which prompted many Turkish consumers to spend more ...

Jun 2014 | View details
Sale: US$725 | Pages: 47 | Add to cart |

Country Report

Vending in Turkey

Vending registered strong growth in Turkey during 2013. The 11% current value growth recorded during the year was higher than the 10% current value CAGR recorded over the entire review period. This can be attributable mainly to advancements in the ...

Jun 2014 | View details
Sale: US$725 | Pages: 37 | Add to cart |

Country Report

Retailing in Turkey

Retailing demonstrated stronger current value growth in 2013 than the current value CAGR recorded over the entire review period. Higher GDP growth, declining inflation and rising disposable incomes all translated into faster growth in retailing ...

Jun 2014 | View details
Sale: US$1,525 | Pages: 172 | Add to cart |

Country Report

Laundry Care in Turkey

In 2013, the majority of laundry detergents was concentrated. Manufacturers promoted concentrated detergents by emphasising its effectiveness and energy saving features. Although concentrated detergents does not require a pre-wash, Turkish consumers ...

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

Country Report

Home Care in Turkey

Home care continued to register strong value and volume growth in 2013. Turkish consumers are highly conscious of hygiene and cleanliness and this led to higher expectations of home care products, triggering new product launches that positively ...

Jun 2014 | US$2,400 | Pages: 82 | Add to cart | View details

Country Report

Polishes in Turkey

Increasing levels of urbanisation triggered demand for multi-functional products, as urban consumers had less time for polishing. With increasing levels of urbanisation, the rate of home ownership also increased in Turkey which led to householders ...

Jun 2014 | US$900 | Pages: 20 | Add to cart | View details

Country Report

Surface Care in Turkey

With new product developments in surface care, Turkish consumers, who traditionally preferred bleach products for surface care, began to shift to new surface cleaning products which are formulated for a variety of surfaces, such as kitchens, ...

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

Country Report

Toilet Care in Turkey

For Turkish householders the cleanliness of their toilets constitutes an important aspect of cleaning, with consumers cleaning their toilets six times per week. Moreover, almost all Turks believe that toilets need to be cleaned at least twice per ...

Jun 2014 | US$900 | Pages: 23 | Add to cart | View details

Country Report

Air Care in Turkey

Although wider distribution, successful discount campaigns, and new product launches provided a positive environment for air care, increasing health awareness in Turkey, combined with media coverage of the possible harmful effects of air care ...

Jun 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Bleach in Turkey

In 2013 bleach sales continued to grow due to the traditionally wide usage of bleach and ongoing consumer awareness of hygiene. Turkish consumers believe that bleach provides the best hygiene in home cleaning, from surfaces to the toilet. When ...

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

Country Report

Dishwashing in Turkey

Growth in 2013 was stimulated by new product launches by the leading companies, which were highly innovative and supported by increased advertising investments. In April 2013, Henkel extended its Pril product by launching new Pril Multi-Perfect Jel. ...

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

Country Report

Home Insecticides in Turkey

Turks spent more time at home or in summer houses in the summer of 2013. This trend increased especially during the month of Ramadan, when Muslims fast all day. This increased the need to repel or kill flies and other insects. Moreover, the ...

Jun 2014 | US$900 | Pages: 18 | Add to cart | View details

Country Report

Sun Care in Turkey

In 2013, the growing tourism industry in Turkey had a positive impact on sun care. At the end of the review period the number of domestic tourism trips increased by 11%, and the number of incoming tourism trips increased by 8%. The long summer seen ...

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

Country Report

Baby and Child-Specific Products in Turkey

May 2014 | US$900 | Pages: 37 | Add to cart | View details

Country Report

Bath and Shower in Turkey

In 2013 bath and shower saw 9% current value growth, largely due to the rise of modern lifestyles in the country as a result of rapid urbanisation, which required people to pay greater attention to personal hygiene. Nonetheless, the current value ...

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

Country Report

Colour Cosmetics in Turkey

In 2013 the current value growth of colour cosmetics was fuelled by the rising demand for more sophisticated products. Rising urbanisation and an increasing number of working women who attached more importance to their looks were also major ...

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

Country Report

Deodorants in Turkey

In 2013 deodorants continued to register a positive current value performance, fuelled largely by the launch of new products with sophisticated properties and successful advertising campaigns. Nevertheless, the 10% current value growth registered at ...

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

Country Report

Health and Wellness in Turkey

In 2013 health and wellness (HW) saw slightly higher current value growth compared with the review period CAGR, as more and more consumers became increasingly interested in healthier food and drinks. The dominant categories remained bottled water ...

May 2014 | US$1,900 | Pages: 95 | Add to cart | View details

Country Report

Depilatories in Turkey

In 2013 depilatories demonstrated 6% current value growth, compared with a CAGR of 6% over the forecast period. This was due to the availability of depilatories which provide beauty salon effects. Turkish women largely prefer to receive depilatory ...

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

Country Report

Fragrances in Turkey

In 2013 fragrances registered 5% current value growth, compared with a CAGR of 6% over the review period. The poorer value performance in 2013 was a result of the weaker performance of mass fragrances at the end of the review period. The number of ...

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

Country Report

Hair Care in Turkey

In 2013 hair care registered above average growth, with a 16% increase in current value terms, compared with the review period CAGR of 14%. The growth in the category was mainly fuelled by the launch of new and sophisticated products in the last two ...

May 2014 | US$900 | Pages: 39 | Add to cart | View details

Country Report

Men's Grooming in Turkey

In 2013 men’s grooming saw double-digit current value growth, as a result of a number of important new launches. An example of a new launch is the Axe Apollo series by Unilever, which comprises spray deodorant, shampoo and shower gel. However, the ...

May 2014 | US$900 | Pages: 32 | Add to cart | View details

Country Report

Oral Care in Turkey

In 2013 oral care continued to register double-digit current value growth, stimulated by the launch of a large number of new products with claims to have more effective formulae in the last three years of the review period. In the last years of the ...

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

Country Report

Beauty and Personal Care in Turkey

In 2013 beauty and personal care saw strong current value growth, fuelled by improved economic conditions in the country and an increase in the number of new products. In addition, increased urbanisation, which translated into a higher number of ...

May 2014 | US$2,400 | Pages: 139 | Add to cart | View details

Country Report

Sets/Kits in Turkey

In 2013 set/kits continued to register double-digit value growth of 19%, largely due to the improved economic conditions and higher number of sets/kits offered by companies. The growth at the end of the review period was only marginally lower than ...

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

Country Report

Skin Care in Turkey

In 2013 value growth in skin care was stimulated by an increasing number of new product developments, such as Nivea Cellular Anti-Age Facial Day Care, within anti-agers, launched by Nivea Beiersdorf Turkey Kozmetik at the end of the review period. ...

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

Country Report

Heating Appliances in Turkey

In the face of rising electricity and natural gas costs, Turkish consumers are seeking more-energy-efficient products to reduce heating bills. Instead of looking for the cheapest products, consumers are beginning to take into consideration long-term ...

May 2014 | US$900 | Pages: 49 | Add to cart | View details

Country Report

Home Laundry Appliances in Turkey

Since the end of the global recession in 2010, the category has registered strong growth in current value terms, as a result of growing consumer confidence. This growth in consumer confidence led consumers not only to make a greater number of ...

May 2014 | US$900 | Pages: 48 | Add to cart | View details

Country Report

Irons in Turkey

While irons continued to register growth in 2013, both in volume and current value terms, as one of the most-stable product categories within consumer appliances, the average unit price registered even stronger growth due to the shifting preferences ...

May 2014 | US$900 | Pages: 44 | Add to cart | View details

Country Report

Large Cooking Appliances in Turkey

Large cooking appliances is populated with a high number of both domestic and international brands. The low levels of technology involved in economy-range products, including built-in hobs, ovens and cooker hoods, allow a large number of ...

May 2014 | US$900 | Pages: 49 | Add to cart | View details

Country Report

Microwaves in Turkey

In 2013, microwaves continued to record steady growth, especially after the recession. Despite their incompatibility with Turkish culinary habits, microwaves have increasingly become one of the key products to be used in middle- and ...

May 2014 | US$900 | Pages: 45 | Add to cart | View details

Country Report

Consumer Appliances in Turkey

Consumer Appliances recorded another great year in terms of growth both in volume and value terms where it respectively grew by 7% and 17%. This was a very important signal for the industry considering that consumers might have lost optimism due to ...

May 2014 | US$2,400 | Pages: 147 | Add to cart | View details
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