Turkey

In 2023, discounters emerged as the largest and most dynamic format in the grocery retail sector in Turkey, passing out supermarkets in terms of value sales for the first time. The key factor driving this dynamism was the further openings of new…

In 2023, manufacturers launched concentrated, economical, environmentally friendly and refillable surface care items. This shift aligns with the growing consumer demand for sustainable and cost-effective solutions. One example is Cif Clean Boost…

In 2023, the prices of air care products experienced a significant rise, driven by the devaluation of the Turkish Lira. This devaluation led to higher expenses in importing, producing, and distributing these products, compelling manufacturers to…

2024 is seeing the continued preference of cats over dogs in Turkey, benefitting sales in cat food. Cats are smaller than most dogs and so require less food and less space and are generally much lower maintenance, supporting rising cat ownership as…

Driven by rising costs of living and a desire for streamlined routines, Turkish consumers have increasingly been looking for skin care and sun care products that offer multiple benefits in 2023. This trend fuelled the demand for hybrid sun care…

Despite challenging economic conditions in 2023, the sales volume of personal wipes in Turkey experienced a modest increase. This growth can be attributed to the availability of a wider range of specialised wipes catering to specific needs and…

Retail tissue demonstrated a single-digit volume growth in 2023, spurred partly by population growth and increased demand. Bulk purchases ahead of significant price increases in July 2023 also contributed to this modest growth, along with promotional…

In the last two years of the review period, a noticeable trend in supermarket chains in Turkey involves a strategic reallocation of shelf space within their outlets. There has been a deliberate reduction in the variety of items related to clothing…

Weddings in Turkey gained momentum post-pandemic in 2021 and 2022. However, a slowdown in 2023 is evident, resulting in lower growth rates in jewellery sales compared to the years 2021 and 2022. Notably, millennials and Gen Z prefer to allocate their…

Oral care in Turkey experienced positive growth in 2023, driven by a growing emphasis on essential hygiene products.

Direct selling in Turkey registered a further fall in constant values sales in 2023. A shift away from direct selling to e-commerce led to a drop in sales, as e-commerce also provides the convenience of direct delivery. In fact, direct selling was…

Bleach is a traditional, essential product within the Turkish home care market, consistently maintaining strong sales. The sales growth of bleach products generally exhibits steady patterns without significant fluctuations. Therefore, while bad…

Refrigeration appliances remains in a slight volume slump in 2023, albeit showing an improvement compared to the steeper declines seen in 2022. This is cited as an organic decline following the previous sales boost seen during the era of the…

Turkey’s pet products market is benefitting from the pet humanisation trend in 2024, as seen in other pet care categories. Humanisation is particularly pronounced among dog owners, who are thus more likely than other pet owners to buy non-essential…

Turkish consumers demonstrated a growing interest in advanced skin care regimens in 2023. This trend, exemplified by the popularity of "skin cycling," involves incorporating a wider variety of ingredients and product formats into daily routines.…

In 2023, retail value growth in home care was significant, driven by rising inflation and increased unit prices.

The market witnessed significant damage and losses due to a massive and destructive earthquake that occurred on 6 February 2023, affecting 11 provinces in east and southeast Turkey. The major earthquake impacted provinces with a special role in…

Consumers have developed higher standards of home hygiene since the era of the pandemic, seeking appliances which are practical, convenient, and which offer high standards of cleaning efficiency. Within this context, both robotic and stick vacuum…

Sales in microwaves continue on a declining volume trend, as such appliances are not seen as necessities and carry a negative image of being an unhealthy method of cooking. Overall, while the convenience microwaves offer is undeniable, most Turkish…

Pet care in Turkey in 2024 is seeing local consumers showing an increasingly cautious attitude towards consumption. The economic uncertainty the country throughout the review period has resulted in a widespread conservative and reluctant approach in…