Beauty and Personal Care in Turkey

Beauty and Personal Care in Turkey

EXECUTIVE SUMMARY

COVID-19 impact on beauty and personal care

COVID-19 country impact

Company response

Retailing shift

What next for beauty and personal care?

Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Mass Beauty and Personal Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Shift to masstige pharmacy products during the COVID-19 pandemic

Cologne sales take off as it acts as a disinfectant

L’Oréal and other multinationals remain the leading players in 2020, while Avon and other direct sellers are increasingly challenged

RECOVERY AND OPPORTUNITIES

Economic uncertainty to benefit future sales of mass products

Procter & Gamble set to increase its investment in Turkey

Rising private label penetration due to its acceptable quality and economic prices

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2015-2020
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025

Premium Beauty and Personal Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Premium sales impacted by consumer spending caution and travel ban in 2020

Tekin Acar files for bankruptcy in January 2020

L’Oréal and Estée Lauder lead in 2020, with their primary strength in premium colour cosmetics and premium skin care

RECOVERY AND OPPORTUNITIES

Further switch to affordable luxury brands due to uncertain future

Delayed launches and resumption of tourism to benefit future sales

Opportunities exist for products focusing on the needs of menopausal women and e-commerce

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2015-2020
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025

Baby and Child-Specific Products in Turkey

KEY DATA FINDINGS

2020 IMPACT

Sales supported by parents’ greater attention to hygiene due to COVID-19

New products and advertisements focus on hygiene

Local player Kopas Kozmetik Pazarlama takes the lead from Johnson & Johnson in 2020

RECOVERY AND OPPORTUNITIES

Hygiene focus to continue over the forecast period

Further e-commerce dynamism expected

Growing demand for “free from” products made with natural ingredients

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2015-2020
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025

Bath and Shower in Turkey

KEY DATA FINDINGS

2020 IMPACT

Consumer focus on hygiene, physical health and well-being boosts sales in 2020

New products appeal to increasingly hygiene-focused consumers

Private continues its dynamic growth in 2020

RECOVERY AND OPPORTUNITIES

Hygiene concerns to remain high, boosting future bath and shower sales

Companies to continue to expand their ranges

Rising private label share as consumers demand value for money products

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2015-2020
Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020
Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020
Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020
Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025

Colour Cosmetics in Turkey

KEY DATA FINDINGS

2020 IMPACT

Lockdowns, home seclusion and social distancing significantly impact sales in 2020

Retailers adapt to COVID-19

L’Oréal maintains it lead with its wide brand portfolio and strong social media presence

RECOVERY AND OPPORTUNITIES

Recovery expected with development of new formats and “free from” offers

Increased demand for sustainable and vegan products

Social media and influencers encourages consumers to adopt complicated regimes, incorporating multiple colour cosmetics

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2015-2020
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020
Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020
Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020
Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020
Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025

Deodorants in Turkey

KEY DATA FINDINGS

2020 IMPACT

2020 sales impacted by lockdown and more time spent at home

“Free from” trend sees consumers preferring more natural products

Nivea and Unilever lead, whilst private label share continues to improve

RECOVERY AND OPPORTUNITIES

A temporary decline due to lockdown

Urban lifestyles ensure future growth

Innovation as consumers become more demanding and receptive towards additional functions

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2015-2020
Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020
Table 57 NBO Company Shares of Deodorants: % Value 2016-2020
Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020
Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025

Depilatories in Turkey

KEY DATA FINDINGS

2020 IMPACT

Beauty salon closures support sales of depilatories in 2020

Innovation in 2020 focuses on skin-friendly formulas

Gillette maintains its lead with its well-recognised and trusted products in 2020

RECOVERY AND OPPORTUNITIES

Declining purchasing power should encourage home beauty regimes, boosting future depilatory sales

Male market potential with the further introduction of new products to meet the growing demand

Multipurpose product launches set to perform well, offering convenience and care

CATEGORY DATA

Table 63 Sales of Depilatories by Category: Value 2015-2020
Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020
Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 66 NBO Company Shares of Depilatories: % Value 2016-2020
Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020
Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025

Fragrances in Turkey

KEY DATA FINDINGS

2020 IMPACT

Social distancing, store closures and reduced tourism impact sales in 2020

High growth for mass unisex fragrances due to strong cologne demand during the pandemic

Avon maintains its lead in 2020 with its strong portfolio and innovation

RECOVERY AND OPPORTUNITIES

Increased tourism to benefit future fragrances sales

Puig announces a new way to shop for fragrances

Companies expected to expand their product range to include cologne, driving future sales of unisex fragrances

CATEGORY DATA

Table 70 Sales of Fragrances by Category: Value 2015-2020
Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020
Table 72 NBO Company Shares of Fragrances: % Value 2016-2020
Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020
Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020
Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020
Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025

Hair Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Salon professional hair care significantly impacted by lockdown and social distancing in 2020

Purple and blue shampoo trend

Unilever and other multinationals maintain the lead with their strong and well-known brands

RECOVERY AND OPPORTUNITIES

Pandemic-era habits may continue, supporting future hair care sales

Growing demand for products with natural ingredients due to rising consumer awareness of the negative effects of chemicals

Natural hair trend, supported by companies investing in new products

CATEGORY DATA

Table 78 Sales of Hair Care by Category: Value 2015-2020
Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020
Table 81 NBO Company Shares of Hair Care: % Value 2016-2020
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020
Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020
Table 84 LBN Brand Shares of Colourants: % Value 2017-2020
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020
Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020
Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025

Men's Grooming in Turkey

KEY DATA FINDINGS

2020 IMPACT

Men’s shaving and non-essential products impacted by COVID-19 in 2020

New products focus on hygiene needs and changing trends

Gillette maintains its lead on the strength of its position in men’s razors and blades

RECOVERY AND OPPORTUNITIES

Skin care and hair care to benefit from rising consumer demand

Mass retailers will continue to dedicate shelf space to men’s grooming ranges

Multipurpose products expected to appeal to millennial male consumers

CATEGORY DATA

Table 91 Sales of Men’s Grooming by Category: Value 2015-2020
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2015-2020
Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020
Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020
Table 95 NBO Company Shares of Men’s Grooming: % Value 2016-2020
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2017-2020
Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2020-2025
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2020-2025

Oral Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Unit price surge deters consumers, impacting volume sales in 2020

Trend of natural and multipurpose products

Colgate-Palmolive takes over the lead from GlaxoSmithKline in 2020

RECOVERY AND OPPORTUNITIES

Rising consumer awareness of dental hygiene to support future sales

Increased demand for organic and natural products

E-commerce set to continue its dynamic growth

CATEGORY DATA

Table 100 Sales of Oral Care by Category: Value 2015-2020
Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020
Table 102 Sales of Toothbrushes by Category: Value 2015-2020
Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020
Table 105 NBO Company Shares of Oral Care: % Value 2016-2020
Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020
Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020
Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025
Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025

Skin Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Facial cleansers and masks benefit from COVID-19 in 2020

Demand for local products and dermocosmetics

L’Oréal and Nivea Beiersdorf remain the leading skin care players in 2020, accounting for double-digit value shares in an otherwise fragmented landscape

RECOVERY AND OPPORTUNITIES

Mass and private label players and chemists/pharmacists to continue to expand their skin care ranges with value-added products

Expected increased demand for sustainable products

Hyaluronic acid popularity thanks to its skin hydration and anti-ageing effects

CATEGORY DATA

Table 113 Sales of Skin Care by Category: Value 2015-2020
Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020
Table 115 NBO Company Shares of Skin Care: % Value 2016-2020
Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020
Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020
Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020
Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020
Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020
Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020
Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025
Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025

Sun Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Lockdown and travel restrictions due to COVID-19 negatively impact sales in 2020

Increasingly popularity of high SPF and anti-ageing products

Nivea maintains its lead in sun care with its stalwart Nivea Sun brand

RECOVERY AND OPPORTUNITIES

Lifting of travel restrictions and growing awareness of the importance of sun protection to support future sales

Growth of natural ingredients and dermocosmetics

Share gain of affordable and effective private label products in a time of declining purchasing power

CATEGORY DATA

Table 124 Sales of Sun Care by Category: Value 2015-2020
Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020
Table 126 NBO Company Shares of Sun Care: % Value 2016-2020
Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020
Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020
Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025
Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025

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