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Beauty and Personal Care in
Turkey

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Executive Summary

Jun 2019
Beauty and personal care continues to grow despite economic and political issues

Beauty and personal care continued to grow in 2018 as brands prospered in some categories, although the Turkish economy slowed down. In the second half of 2018, cosmetics were dragged into diplomatic tensions between the US and Turkey.

Millennials are a key driver of beauty and personal care

Companies are trying to attract consumers at an early age to ensure they use other lines of the same brand at later stages of their life. Thus manufacturers increasingly appeal to millennials and their preferences.

Multinationals dominate the landscape

Multinationals continued to dominate in 2018, with Procter & Gamble, L'Oréal, Unilever, Avon and Nivea Beiersdorf leading new launches and promotional activities. Meanwhile, domestic companies sell their products at much lower prices, as they produce goods locally, which affords them a much lower cost base than their multinational counterparts.

New product development drives the industry

Innovation via new product developments has increased the number of sophisticated products and driven segmentation in a range of categories. Thus products increasingly offer more specialist and tailored solutions.

Key factors offer growth opportunities

A young population, urbanisation and improved economic prospects are predicted to be the main growth factors. Companies are set to invest in new products, advertising and promotions if the economic recovery continues.

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Beauty and Personal Care in Turkey

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Overview

Discover the latest market trends and uncover sources of future market growth for the Beauty and Personal Care industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Beauty and Personal Care industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Turkey for free (where applicable):

The Beauty and Personal Care in Turkey market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Beauty and Personal Care in Turkey?
  • What are the major brands in Turkey?
  • How are sales of mass versus premium beauty products evolving?
  • What are the key shifts in retail channel distribution?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Beauty and Personal Care market research database.

Beauty and Personal Care in Turkey

EXECUTIVE SUMMARY

Beauty and personal care continues to grow despite economic and political issues
Millennials are a key driver of beauty and personal care
Multinationals dominate the landscape
New product development drives the industry
Key factors offer growth opportunities

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Premium Beauty and Personal Care in Turkey

HEADLINES

PROSPECTS

Additional taxes hinder demand
Consumers seek free from and natural claims
Combination products continue to support sales

COMPETITIVE LANDSCAPE

L'Oréal becomes number one
Galeries Lafayette boosts demand
Sephora goes online

CATEGORY DATA

Table 11 Sales of Premium Beauty and Personal Care by Category: Value 2013-2018
Table 12 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 13 NBO Company Shares of Premium Beauty and Personal Care: % Value 2014-2018
Table 14 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2015-2018
Table 15 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2018-2023
Table 16 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Skin Care in Turkey

HEADLINES

PROSPECTS

Stick versions on the rise
Innovations set to drive growth
Cleaner, more natural skin care

COMPETITIVE LANDSCAPE

L'Oréal tops skin care
Dermocosmetic products enjoy a growing presence
New offerings intensify competition

CATEGORY DATA

Table 17 Sales of Skin Care by Category: Value 2013-2018
Table 18 Sales of Skin Care by Category: % Value Growth 2013-2018
Table 19 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 20 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 21 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 22 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2014-2018
Table 23 NBO Company Shares of Skin Care: % Value 2014-2018
Table 24 LBN Brand Shares of Skin Care: % Value 2015-2018
Table 25 LBN Brand Shares of Facial Moisturisers: % Value 2015-2018
Table 26 LBN Brand Shares of Anti-agers: % Value 2015-2018
Table 27 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2015-2018
Table 28 LBN Brand Shares of General Purpose Body Care: % Value 2015-2018
Table 29 LBN Brand Shares of Premium Skin Care: % Value 2015-2018
Table 30 Forecast Sales of Skin Care by Category: Value 2018-2023
Table 31 Forecast Sales of Skin Care by Category: % Value Growth 2018-2023

Sun Care in Turkey

HEADLINES

PROSPECTS

Age-related products feature in sun care
Sun protection still offers growth potential
Major challenge for sun care players

COMPETITIVE LANDSCAPE

Nivea Beiersdorf leads from L’Oréal in sun care
Private label increases penetration
Wide advertising of sun care products

CATEGORY DATA

Table 32 Sales of Sun Care by Category: Value 2013-2018
Table 33 Sales of Sun Care by Category: % Value Growth 2013-2018
Table 34 NBO Company Shares of Sun Care: % Value 2014-2018
Table 35 LBN Brand Shares of Sun Care: % Value 2015-2018
Table 36 LBN Brand Shares of Premium Adult Sun Care: % Value 2015-2018
Table 37 Forecast Sales of Sun Care by Category: Value 2018-2023
Table 38 Forecast Sales of Sun Care by Category: % Value Growth 2018-2023

Baby and Child-Specific Products in Turkey

HEADLINES

PROSPECTS

Better educated parents support growth
The share of higher-quality and medicated products increases
Organic/natural products perform well

COMPETITIVE LANDSCAPE

Dalin is the leading brand in baby and child-specific products
Strong marketing of baby and child-specific products
Internet retailing is on the rise

CATEGORY DATA

Table 39 Sales of Baby and Child-specific Products by Category: Value 2013-2018
Table 40 Sales of Baby and Child-specific Products by Category: % Value Growth 2013-2018
Table 41 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2013-2018
Table 42 NBO Company Shares of Baby and Child-specific Products: % Value 2014-2018
Table 43 LBN Brand Shares of Baby and Child-specific Products: % Value 2015-2018
Table 44 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2015-2018
Table 45 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2015-2018
Table 46 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2015-2018
Table 47 Forecast Sales of Baby and Child-specific Products by Category: Value 2018-2023
Table 48 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023
Table 49 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Bath and Shower in Turkey

HEADLINES

PROSPECTS

Demographic changes increase demand
Sophistication is a key trend in bath and shower
Natural ingredients continue to gain ground

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads bath and shower
Companies continue to focus on larger value for money pack sizes
Private label continues to expand

CATEGORY DATA

Table 50 Sales of Bath and Shower by Category: Value 2013-2018
Table 51 Sales of Bath and Shower by Category: % Value Growth 2013-2018
Table 52 Sales of Bath and Shower by Premium vs Mass: % Value 2013-2018
Table 53 NBO Company Shares of Bath and Shower: % Value 2014-2018
Table 54 LBN Brand Shares of Bath and Shower: % Value 2015-2018
Table 55 LBN Brand Shares of Premium Bath and Shower: % Value 2015-2018
Table 56 Forecast Sales of Bath and Shower by Category: Value 2018-2023
Table 57 Forecast Sales of Bath and Shower by Category: % Value Growth 2018-2023
Table 58 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Colour Cosmetics in Turkey

HEADLINES

PROSPECTS

Monobrand retail chains appeal to younger consumers
Emphasis on eyes, eyelashes and eyebrows continues
Growing interest in make-up trends and techniques

COMPETITIVE LANDSCAPE

L’Oréal tops colour cosmetics
Product innovation is key
Influencers launch new brands

CATEGORY DATA

Table 59 Sales of Colour Cosmetics by Category: Value 2013-2018
Table 60 Sales of Colour Cosmetics by Category: % Value Growth 2013-2018
Table 61 NBO Company Shares of Colour Cosmetics: % Value 2014-2018
Table 62 LBN Brand Shares of Colour Cosmetics: % Value 2015-2018
Table 63 LBN Brand Shares of Eye Make-up: % Value 2015-2018
Table 64 LBN Brand Shares of Facial Make-up: % Value 2015-2018
Table 65 LBN Brand Shares of Lip Products: % Value 2015-2018
Table 66 LBN Brand Shares of Nail Products: % Value 2015-2018
Table 67 LBN Brand Shares of Premium Colour Cosmetics: % Value 2015-2018
Table 68 Forecast Sales of Colour Cosmetics by Category: Value 2018-2023
Table 69 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Deodorants in Turkey

HEADLINES

PROSPECTS

Stick and spray formats dominate deodorants
Modern lifestyles increase demand for deodorants
Deodorant pumps and sprays compete against fragrances

COMPETITIVE LANDSCAPE

Internationals lead deodorants
Private label penetration increases in deodorants
Deodorants suffers negative publicity over contents

CATEGORY DATA

Table 70 Sales of Deodorants by Category: Value 2013-2018
Table 71 Sales of Deodorants by Category: % Value Growth 2013-2018
Table 72 Sales of Deodorants by Premium vs Mass: % Value 2013-2018
Table 73 NBO Company Shares of Deodorants: % Value 2014-2018
Table 74 LBN Brand Shares of Deodorants: % Value 2015-2018
Table 75 LBN Brand Shares of Premium Deodorants: % Value 2015-2018
Table 76 Forecast Sales of Deodorants by Category: Value 2018-2023
Table 77 Forecast Sales of Deodorants by Category: % Value Growth 2018-2023
Table 78 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2018-2023

Depilatories in Turkey

HEADLINES

PROSPECTS

Depilatories sees healthy current value growth
Hair removers/bleaches remains popular
Competition from hair removal alternatives

COMPETITIVE LANDSCAPE

Gillette continues to prosper
Strong multinational and domestic brand presence
Manufacturers aim to increase frequency of use to grow sales

CATEGORY DATA

Table 79 Sales of Depilatories by Category: Value 2013-2018
Table 80 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 81 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 82 NBO Company Shares of Depilatories: % Value 2014-2018
Table 83 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 84 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 85 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Fragrances in Turkey

HEADLINES

PROSPECTS

Millennials the key driver of fragrances
Demand for niche perfumes increases
Rise of couture brand fragrances and flankers

COMPETITIVE LANDSCAPE

Avon heads the field
Growing competition in mass fragrances
Internet retailing is a growing channel for fragrances

CATEGORY DATA

Table 86 Sales of Fragrances by Category: Value 2013-2018
Table 87 Sales of Fragrances by Category: % Value Growth 2013-2018
Table 88 NBO Company Shares of Fragrances: % Value 2014-2018
Table 89 LBN Brand Shares of Fragrances: % Value 2015-2018
Table 90 LBN Brand Shares of Premium Men's Fragrances: % Value 2015-2018
Table 91 LBN Brand Shares of Premium Women's Fragrances: % Value 2015-2018
Table 92 Forecast Sales of Fragrances by Category: Value 2018-2023
Table 93 Forecast Sales of Fragrances by Category: % Value Growth 2018-2023

Hair Care in Turkey

HEADLINES

PROSPECTS

Demand for natural ingredients increases
New product developments in hair care
Dry shampoos remain popular

COMPETITIVE LANDSCAPE

Unilever becomes number one in hair care
Multinationals lead, but local players remain important
Private label sees higher demand

CATEGORY DATA

Table 94 Sales of Hair Care by Category: Value 2013-2018
Table 95 Sales of Hair Care by Category: % Value Growth 2013-2018
Table 96 Sales of Hair Care by Premium vs Mass: % Value 2013-2018
Table 97 NBO Company Shares of Hair Care: % Value 2014-2018
Table 98 NBO Company Shares of Salon Professional Hair Care: % Value 2014-2018
Table 99 LBN Brand Shares of Hair Care: % Value 2015-2018
Table 100 LBN Brand Shares of Colourants: % Value 2015-2018
Table 101 LBN Brand Shares of Salon Professional Hair Care: % Value 2015-2018
Table 102 LBN Brand Shares of Styling Agents: % Value 2015-2018
Table 103 LBN Brand Shares of Premium Hair Care: % Value 2015-2018
Table 104 Forecast Sales of Hair Care by Category: Value 2018-2023
Table 105 Forecast Sales of Hair Care by Category: % Value Growth 2018-2023
Table 106 Forecast Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Mass Beauty and Personal Care in Turkey

HEADLINES

PROSPECTS

Shift towards mass products
Changing lifestyles shape mass beauty and personal care
Growing use of oils

COMPETITIVE LANDSCAPE

L'Oréal leads the way
Avon appeals to millennials
Private label supports growth

CATEGORY DATA

Table 107 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 108 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 109 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 110 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 111 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 112 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Men's Grooming in Turkey

HEADLINES

PROSPECTS

Premium products for men continue to support growth
Gel sees rapid sales growth, but traditional formats remain in use
Men show growing interest in skin care

COMPETITIVE LANDSCAPE

Gillette leads men’s grooming
Local companies offer well-established brands
Private label offers competitive pricing and availability

CATEGORY DATA

Table 113 Sales of Men’s Grooming by Category: Value 2013-2018
Table 114 Sales of Men’s Grooming by Category: % Value Growth 2013-2018
Table 115 Sales of Men's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 116 Sales of Men's Skin Care by Type: % Value Breakdown 2015-2018
Table 117 NBO Company Shares of Men’s Grooming: % Value 2014-2018
Table 118 LBN Brand Shares of Men’s Grooming: % Value 2015-2018
Table 119 LBN Brand Shares of Men's Razors and Blades: % Value 2015-2018
Table 120 Forecast Sales of Men’s Grooming by Category: Value 2018-2023
Table 121 Forecast Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Oral Care in Turkey

HEADLINES

PROSPECTS

Oral care set for further development
Focus on toothbrushes designed for babies and children
Toothpaste sees a dynamic performance

COMPETITIVE LANDSCAPE

Multinationals invest in oral care
Advertising and CSR play a key role
Little demand for premium brands

CATEGORY DATA

Table 122 Sales of Oral Care by Category: Value 2013-2018
Table 123 Sales of Oral Care by Category: % Value Growth 2013-2018
Table 124 Sales of Toothbrushes by Category: Value 2013-2018
Table 125 Sales of Toothbrushes by Category: % Value Growth 2013-2018
Table 126 Sales of Toothpaste by Type: % Value Breakdown 2014-2018
Table 127 NBO Company Shares of Oral Care: % Value 2014-2018
Table 128 LBN Brand Shares of Oral Care: % Value 2015-2018
Table 129 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2015-2018
Table 130 LBN Brand Shares of Toothpaste: % Value 2015-2018
Table 131 Forecast Sales of Oral Care by Category: Value 2018-2023
Table 132 Forecast Sales of Oral Care by Category: % Value Growth 2018-2023
Table 133 Forecast Sales of Toothbrushes by Category: Value 2018-2023
Table 134 Forecast Sales of Toothbrushes by Category: % Value Growth 2018-2023