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Country Report

Beauty and Personal Care in

Beauty and Personal Care in Turkey

123 pages, May 2018

US$2,650

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Executive Summary

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Beauty and personal care sales continue to grow in 2017

In 2017, beauty and personal care saw strong current value growth, although the Turkish economy showed signs of slowing due to political and economic instability. The downturn in confidence led consumers to “pick themselves up” via small gestures, such as buying beauty products.

Increasing demand for natural and free-from products

As Turkish consumers become more conscious of ingredients and environmental impact, they are turning to alternatives with natural contents such as almond and honey and which are free from parabens and sulphates. Natural oils and vegetable/flower extracts such as argan oil, olive oil, neem and aloe vera have emerged as common natural ingredients in natural cosmetics in Turkey.

Online sales boosted by various factors

Online sales have been boosted by the recent terror attacks and coup attempt as Turkish consumers are staying at home for safety reasons. Both international brands such as Estée lauder and Clinique, Kiehl’s, as well as local brands Flormar and Golden Rose, have used online shopping as a tool to succeed in such an environment.

Innovation drives sales

During 2017, a large number of new product developments were seen and supported by well-designed advertising campaigns, thus increasing consumer awareness and boosting demand. Innovation in terms of combination products and those with added benefits, such as extra moisturising, firming, anti-stress, exfoliating, anti-aging and whitening, are gaining importance.

Strong growth potential

Although Turkish economic growth lost momentum towards the end of the review period, and forecast period growth is set to remain low, socioeconomic indicators are still expected to be positive, with real GDP growth rates hovering around 3.5% through 2020.

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Beauty and Personal Care Sample Report Beauty and Personal Care Sample Data

Overview

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.

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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:

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.

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Beauty and Personal Care in Turkey

EXECUTIVE SUMMARY

Beauty and personal care sales continue to grow in 2017

Increasing demand for natural and free-from products

Online sales boosted by various factors

Innovation drives sales

Strong growth potential

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2012-2017
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2013-2017
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2014-2017
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2012-2017
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2012-2017
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2017
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in Turkey

HEADLINES

PROSPECTS

Demographic trends increase demand

Medicated baby and child-specific products to lead growth

Rising demand for natural and organic ingredients

COMPETITIVE LANDSCAPE

Dalin continues to lead baby and child-specific sales

Private label ranges continue to expand

Continued strong promotional activity

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2012-2017
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2012-2017
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2012-2017
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2013-2017
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2014-2017
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2014-2017
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2014-2017
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2014-2017
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022

Bath and Shower in Turkey

HEADLINES

PROSPECTS

Modern lifestyle trends increase demand for bath and shower products

Continued shift from bar to liquid soap

Greater sophistication will remain key trend in bath and shower in Turkey

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads sales

Strong performance by Le Petit Marseillais

Multinationals continue to dominate sales

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2012-2017
Table 23 Sales of Bath and Shower by Category: % Value Growth 2012-2017
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2012-2017
Table 25 NBO Company Shares of Bath and Shower: % Value 2013-2017
Table 26 LBN Brand Shares of Bath and Shower: % Value 2014-2017
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2014-2017
Table 28 Forecast Sales of Bath and Shower by Category: Value 2017-2022
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022

Colour Cosmetics in Turkey

HEADLINES

PROSPECTS

Growing focus on combined functions and easier application

Nude look is dominant trend in colour cosmetics

Growing beauty product penetration in colour cosmetics

COMPETITIVE LANDSCAPE

L’Oréal continues to lead sales

International companies continue to outperform domestic players

Mono-brand store openings gaining pace

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2012-2017
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2012-2017
Table 33 Sales of Colour Cosmetics by Premium vs Mass: % Value 2012-2017
Table 34 NBO Company Shares of Colour Cosmetics: % Value 2013-2017
Table 35 LBN Brand Shares of Colour Cosmetics: % Value 2014-2017
Table 36 LBN Brand Shares of Eye Make-up: % Value 2014-2017
Table 37 LBN Brand Shares of Facial Make-up: % Value 2014-2017
Table 38 LBN Brand Shares of Lip Products: % Value 2014-2017
Table 39 LBN Brand Shares of Nail Products: % Value 2014-2017
Table 40 LBN Brand Shares of Premium Colour Cosmetics: % Value 2014-2017
Table 41 Forecast Sales of Colour Cosmetics by Category: Value 2017-2022
Table 42 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 43 Forecast Sales of Colour Cosmetics by Premium vs Mass: % Value 2017-2022

Deodorants in Turkey

HEADLINES

PROSPECTS

Modern lifestyle trends boost demand

Deodorant pumps leads growth from low sales base

Increasing consumer awareness

COMPETITIVE LANDSCAPE

Nivea Beiersdorf leads sales

Advertising key to success

Increasing private label penetration

CATEGORY DATA

Table 44 Sales of Deodorants by Category: Value 2012-2017
Table 45 Sales of Deodorants by Category: % Value Growth 2012-2017
Table 46 Sales of Deodorants by Premium vs Mass: % Value 2012-2017
Table 47 NBO Company Shares of Deodorants: % Value 2013-2017
Table 48 LBN Brand Shares of Deodorants: % Value 2014-2017
Table 49 LBN Brand Shares of Premium Deodorants: % Value 2014-2017
Table 50 Forecast Sales of Deodorants by Category: Value 2017-2022
Table 51 Forecast Sales of Deodorants by Category: % Value Growth 2017-2022
Table 52 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2017-2022

Depilatories in Turkey

HEADLINES

PROSPECTS

Hair removers and bleaches leads growth

Product innovation

IPL devices to fuel growth

COMPETITIVE LANDSCAPE

Gillette continues to lead depilatories

Multinational companies account for majority of value sales

Increasing private label sales share

CATEGORY DATA

Table 53 Sales of Depilatories by Category: Value 2012-2017
Table 54 Sales of Depilatories by Category: % Value Growth 2012-2017
Table 55 Sales of Women's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 56 NBO Company Shares of Depilatories: % Value 2013-2017
Table 57 LBN Brand Shares of Depilatories: % Value 2014-2017
Table 58 Forecast Sales of Depilatories by Category: Value 2017-2022
Table 59 Forecast Sales of Depilatories by Category: % Value Growth 2017-2022

Fragrances in Turkey

HEADLINES

PROSPECTS

Luxury fashion houses tapping super premium fragrances

Strong new product development in fragrances

Internet retailing sales to continue growing

COMPETITIVE LANDSCAPE

Avon continues to lead sales

Millennials to drive fragrances sales

Competition between local and international private label ranges

CATEGORY DATA

Table 60 Sales of Fragrances by Category: Value 2012-2017
Table 61 Sales of Fragrances by Category: % Value Growth 2012-2017
Table 62 NBO Company Shares of Fragrances: % Value 2013-2017
Table 63 LBN Brand Shares of Fragrances: % Value 2014-2017
Table 64 LBN Brand Shares of Premium Men's Fragrances: % Value 2014-2017
Table 65 LBN Brand Shares of Premium Women's Fragrances: % Value 2014-2017
Table 66 Forecast Sales of Fragrances by Category: Value 2017-2022
Table 67 Forecast Sales of Fragrances by Category: % Value Growth 2017-2022

Hair Care in Turkey

HEADLINES

PROSPECTS

Health and wellness trend increases demand for natural ingredients

New multi-stage product developments

Growing focus on maintaining healthy hair

COMPETITIVE LANDSCAPE

Unilever becomes number one company in hair care

Multinationals lead hair care in 2017

Increasing private label sales share

CATEGORY DATA

Table 68 Sales of Hair Care by Category: Value 2012-2017
Table 69 Sales of Hair Care by Category: % Value Growth 2012-2017
Table 70 Sales of Hair Care by Premium vs Mass: % Value 2012-2017
Table 71 NBO Company Shares of Hair Care: % Value 2013-2017
Table 72 NBO Company Shares of Salon Professional Hair Care: % Value 2013-2017
Table 73 LBN Brand Shares of Hair Care: % Value 2014-2017
Table 74 LBN Brand Shares of Colourants: % Value 2014-2017
Table 75 LBN Brand Shares of Salon Professional Hair Care: % Value 2014-2017
Table 76 LBN Brand Shares of Styling Agents: % Value 2014-2017
Table 77 LBN Brand Shares of Premium Hair Care: % Value 2014-2017
Table 78 Forecast Sales of Hair Care by Category: Value 2017-2022
Table 79 Forecast Sales of Hair Care by Category: % Value Growth 2017-2022
Table 80 Forecast Sales of Hair Care by Premium vs Mass: % Value 2017-2022

Mass Beauty and Personal Care in Turkey

HEADLINES

PROSPECTS

Banning of credit card instalments boosts demand for mass products

More mass brands to begin using natural ingredients

Shift towards masstige products

COMPETITIVE LANDSCAPE

Private label operators support mass beauty and personal care sales

L’Oréal leads mass beauty and personal care

Avon remains important player

CATEGORY DATA

Table 81 Sales of Mass Beauty and Personal Care by Category: Value 2012-2017
Table 82 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 83 NBO Company Shares of Mass Beauty and Personal Care: % Value 2013-2017
Table 84 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2014-2017
Table 85 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 86 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022

Men's Grooming in Turkey

HEADLINES

PROSPECTS

Growth stimulated by increasing number of urban men

Men’s skin care expected to see most dynamic performance

Men’s hair care expected to see strong growth

COMPETITIVE LANDSCAPE

Gillette continues to lead men’s grooming sales

New product launches in several areas in 2017

Private label operators benefit from competitive pricing and increased availability

CATEGORY DATA

Table 87 Sales of Men’s Grooming by Category: Value 2012-2017
Table 88 Sales of Men’s Grooming by Category: % Value Growth 2012-2017
Table 89 Sales of Men's Razors and Blades by Type: % Value Breakdown 2013-2017
Table 90 Sales of Men's Skin Care by Type: % Value Breakdown 2014-2017
Table 91 NBO Company Shares of Men’s Grooming: % Value 2013-2017
Table 92 LBN Brand Shares of Men’s Grooming: % Value 2014-2017
Table 93 LBN Brand Shares of Men's Razors and Blades: % Value 2014-2017
Table 94 Forecast Sales of Men’s Grooming by Category: Value 2017-2022
Table 95 Forecast Sales of Men’s Grooming by Category: % Value Growth 2017-2022

Oral Care in Turkey

HEADLINES

PROSPECTS

Oral care expected see further growth

Toothpaste expected to see most dynamic performance

Turkish consumers increasingly conscious of importance of attractive smile

COMPETITIVE LANDSCAPE

GlaxoSmithKline leads oral care

Top multinational companies see intense competition

Social responsibility projects increase awareness

CATEGORY DATA

Table 96 Sales of Oral Care by Category: Value 2012-2017
Table 97 Sales of Oral Care by Category: % Value Growth 2012-2017
Table 98 Sales of Toothbrushes by Category: Value 2012-2017
Table 99 Sales of Toothbrushes by Category: % Value Growth 2012-2017
Table 100 Sales of Toothpaste by Type: % Value Breakdown 2013-2017
Table 101 NBO Company Shares of Oral Care: % Value 2013-2017
Table 102 LBN Brand Shares of Oral Care: % Value 2014-2017
Table 103 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2014-2017
Table 104 LBN Brand Shares of Toothpaste: % Value 2014-2017
Table 105 Forecast Sales of Oral Care by Category: Value 2017-2022
Table 106 Forecast Sales of Oral Care by Category: % Value Growth 2017-2022
Table 107 Forecast Sales of Toothbrushes by Category: Value 2017-2022
Table 108 Forecast Sales of Toothbrushes by Category: % Value Growth 2017-2022

Premium Beauty and Personal Care in Turkey

HEADLINES

PROSPECTS

Banning of credit card instalments hinders premium growth

Premium beauty and personal care for men to support growth

Millennials to drive premium sales

COMPETITIVE LANDSCAPE

L’Oréal becomes leading premium player

New innovative combination products

Galeries Lafayette boosts premium demand

CATEGORY DATA

Table 109 Sales of Premium Beauty and Personal Care by Category: Value 2012-2017
Table 110 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2012-2017
Table 111 NBO Company Shares of Premium Beauty and Personal Care: % Value 2013-2017
Table 112 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2014-2017
Table 113 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 114 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022

Skin Care in Turkey

HEADLINES

PROSPECTS

Age related preferences to shape skin care

Beauty product penetration in skin care

Innovations to drive growth

COMPETITIVE LANDSCAPE

L’Oréal leads skin care sales

Growing demand for dermocosmetic products

Strong investment in advertising skin care

CATEGORY DATA

Table 115 Sales of Skin Care by Category: Value 2012-2017
Table 116 Sales of Skin Care by Category: % Value Growth 2012-2017
Table 117 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 118 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 119 Sales of Facial Moisturisers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 120 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 121 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value Breakdown 2013-2017
Table 122 NBO Company Shares of Skin Care: % Value 2013-2017
Table 123 LBN Brand Shares of Skin Care: % Value 2014-2017
Table 124 LBN Brand Shares of Facial Moisturisers: % Value 2014-2017
Table 125 LBN Brand Shares of Anti-agers: % Value 2014-2017
Table 126 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2014-2017
Table 127 LBN Brand Shares of General Purpose Body Care: % Value 2014-2017
Table 128 LBN Brand Shares of Premium Skin Care: % Value 2014-2017
Table 129 Forecast Sales of Skin Care by Category: Value 2017-2022
Table 130 Forecast Sales of Skin Care by Category: % Value Growth 2017-2022

Sun Care in Turkey

HEADLINES

PROSPECTS

Sun care predicted to see healthy growth

Sun protection remains most established product type

Aftersun to lead growth

COMPETITIVE LANDSCAPE

Nivea Beiersdorf remains leading player

L’Oréal ranks second

Continued focus on advertising to boost awareness

CATEGORY DATA

Table 131 Sales of Sun Care by Category: Value 2012-2017
Table 132 Sales of Sun Care by Category: % Value Growth 2012-2017
Table 133 Sales of Sun Care by Premium vs Mass: % Value 2012-2017
Table 134 NBO Company Shares of Sun Care: % Value 2013-2017
Table 135 LBN Brand Shares of Sun Care: % Value 2014-2017
Table 136 LBN Brand Shares of Premium Adult Sun Care: % Value 2014-2017
Table 137 Forecast Sales of Sun Care by Category: Value 2017-2022
Table 138 Forecast Sales of Sun Care by Category: % Value Growth 2017-2022
Table 139 Forecast Sales of Sun Care by Premium vs Mass: % Value 2017-2022

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Megatrends

Country Report

Beauty and Personal Care in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

Beauty and personal care sales continue to grow in 2017

Increasing demand for natural and free-from products

Online sales boosted by various factors

Innovation drives sales

Strong growth potential

Samples

Overview

Why buy this report?

Samples (FAQs about samples):

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Table of Contents

Beauty and Personal Care in Turkey

EXECUTIVE SUMMARY

Beauty and personal care sales continue to grow in 2017

Increasing demand for natural and free-from products

Online sales boosted by various factors

Innovation drives sales

Strong growth potential

MARKET DATA

SOURCES

Baby and Child-Specific Products in Turkey

HEADLINES

PROSPECTS

Demographic trends increase demand

Medicated baby and child-specific products to lead growth

Rising demand for natural and organic ingredients

COMPETITIVE LANDSCAPE

Dalin continues to lead baby and child-specific sales

Private label ranges continue to expand

Continued strong promotional activity

CATEGORY DATA

Bath and Shower in Turkey

HEADLINES

PROSPECTS

Modern lifestyle trends increase demand for bath and shower products

Continued shift from bar to liquid soap

Greater sophistication will remain key trend in bath and shower in Turkey

COMPETITIVE LANDSCAPE

Colgate-Palmolive leads sales

Strong performance by Le Petit Marseillais

Multinationals continue to dominate sales

CATEGORY DATA

Colour Cosmetics in Turkey

HEADLINES

PROSPECTS

Growing focus on combined functions and easier application

Nude look is dominant trend in colour cosmetics

Growing beauty product penetration in colour cosmetics

COMPETITIVE LANDSCAPE

L’Oréal continues to lead sales

International companies continue to outperform domestic players

Mono-brand store openings gaining pace

CATEGORY DATA

Deodorants in Turkey

HEADLINES

PROSPECTS

Modern lifestyle trends boost demand

Deodorant pumps leads growth from low sales base

Increasing consumer awareness

COMPETITIVE LANDSCAPE

Nivea Beiersdorf leads sales

Advertising key to success

Increasing private label penetration

CATEGORY DATA

Depilatories in Turkey

HEADLINES

PROSPECTS

Hair removers and bleaches leads growth

Product innovation

IPL devices to fuel growth

COMPETITIVE LANDSCAPE

Gillette continues to lead depilatories

Multinational companies account for majority of value sales

Increasing private label sales share