Beauty and Personal Care in Turkey
Beauty and personal care in 2022: The big picture
What next for beauty and personal care?
Table 1 Sales of Beauty and Personal Care by Category: Value 2017-2022
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2018-2022
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2019-2022
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2017-2022
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2017-2022
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2022-2027
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2022-2027
Summary 1 Research Sources
Baby and Child-Specific Products in Turkey
Demand for baby and child-specific products benefits from higher awareness of child care
The call for natural products increases
Online platforms act as important sales and marketing tools
Dermocosmetics to win over more consumers
Focus on eco-friendly products
Premium baby and child-specific products offer growth potential
Table 11 Sales of Baby and Child-specific Products by Category: Value 2017-2022
Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2017-2022
Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2017-2022
Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2018-2022
Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2019-2022
Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2019-2022
Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2019-2022
Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2019-2022
Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2022-2027
Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2022-2027
Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2022-2027
Bath and Shower in Turkey
Robust hygiene trend fosters strong retail volume growth performance in 2022
The naturalness trend continues to gain traction in bath and shower
Manufacturers look to develop their offers in line with key health and wellness and ecological trends
Demand to grow as hygiene remains a priority
Wellness trend to develop and influence new launches
Sustainability focus to provide value growth opportunities
Table 22 Sales of Bath and Shower by Category: Value 2017-2022
Table 23 Sales of Bath and Shower by Category: % Value Growth 2017-2022
Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2017-2022
Table 25 NBO Company Shares of Bath and Shower: % Value 2018-2022
Table 26 LBN Brand Shares of Bath and Shower: % Value 2019-2022
Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2019-2022
Table 28 Forecast Sales of Bath and Shower by Category: Value 2022-2027
Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2022-2027
Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2022-2027
Colour Cosmetics in Turkey
Improved retail volume sales, inflation and innovation push exponential retail value growth
New launches continue in 2022
New trends in colour cosmetics
Upcoming trends look to practicality and skin care
Digital transformation continues
Cruelty-free, free from and/or vegan products with recycled packaging to gain traction
Table 31 Sales of Colour Cosmetics by Category: Value 2017-2022
Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2017-2022
Table 33 NBO Company Shares of Colour Cosmetics: % Value 2018-2022
Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2019-2022
Table 35 LBN Brand Shares of Eye Make-up: % Value 2019-2022
Table 36 LBN Brand Shares of Facial Make-up: % Value 2019-2022
Table 37 LBN Brand Shares of Lip Products: % Value 2019-2022
Table 38 LBN Brand Shares of Nail Products: % Value 2019-2022
Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2019-2022
Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2022-2027
Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2022-2027
Deodorants in Turkey
Additional functions spark interest in deodorants
Further penetration of private label and e-commerce
Demand for deodorant sticks increases in line with naturalness, sustainability and economic trends
Urbanisation and exercise trends to push sales of deodorants
Clean label and natural products to win over consumers
Small packaging formats to offer convenience and sustainability
Table 42 Sales of Deodorants by Category: Value 2017-2022
Table 43 Sales of Deodorants by Category: % Value Growth 2017-2022
Table 44 Sales of Deodorants by Premium vs Mass: % Value 2017-2022
Table 45 NBO Company Shares of Deodorants: % Value 2018-2022
Table 46 LBN Brand Shares of Deodorants: % Value 2019-2022
Table 47 LBN Brand Shares of Premium Deodorants: % Value 2019-2022
Table 48 Forecast Sales of Deodorants by Category: Value 2022-2027
Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2022-2027
Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2022-2027
Depilatories in Turkey
Budget concerns foster at-home hair removal routines
Trend towards natural ingredients
Gillette remains overall leader but a local player tops hair removers/bleaches
Difficult economic situation to push use of depilatories
E-commerce to leverage convenience and privacy to win over consumers
Ongoing competition from electronic hair removal devices
Table 51 Sales of Depilatories by Category: Value 2017-2022
Table 52 Sales of Depilatories by Category: % Value Growth 2017-2022
Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2018-2022
Table 54 NBO Company Shares of Depilatories: % Value 2018-2022
Table 55 LBN Brand Shares of Depilatories: % Value 2019-2022
Table 56 Forecast Sales of Depilatories by Category: Value 2022-2027
Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2022-2027
Fragrances in Turkey
Resumption of pre-pandemic lifestyles provides a fillip for mass fragrances
New product developments continue
Cologne gain the attention of unisex fragrances manufacturers
The “green” trend offers promise for new product and packaging developments
Online sales set to increase
Stronger tourism flows to push fragrances
Table 58 Sales of Fragrances by Category: Value 2017-2022
Table 59 Sales of Fragrances by Category: % Value Growth 2017-2022
Table 60 NBO Company Shares of Fragrances: % Value 2018-2022
Table 61 LBN Brand Shares of Fragrances: % Value 2019-2022
Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2019-2022
Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2019-2022
Table 64 Forecast Sales of Fragrances by Category: Value 2022-2027
Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2022-2027
Hair Care in Turkey
Hair loss and dandruff problems stimulate new launches in salon professional hair care
New launch in line with the emphasis on at-home “professional” hair care
Focus on ingredients in hair care
Economic concerns to boost private label in shampoos
Environmental concerns to lead to product and packaging changes
Shampoo bars to leverage ecological concerns
Table 66 Sales of Hair Care by Category: Value 2017-2022
Table 67 Sales of Hair Care by Category: % Value Growth 2017-2022
Table 68 Sales of Hair Care by Premium vs Mass: % Value 2017-2022
Table 69 NBO Company Shares of Hair Care: % Value 2018-2022
Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2018-2022
Table 71 LBN Brand Shares of Hair Care: % Value 2019-2022
Table 72 LBN Brand Shares of Colourants: % Value 2019-2022
Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2019-2022
Table 74 LBN Brand Shares of Styling Agents: % Value 2019-2022
Table 75 LBN Brand Shares of Premium Hair Care: % Value 2019-2022
Table 76 Forecast Sales of Hair Care by Category: Value 2022-2027
Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2022-2027
Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2022-2027
Men's Grooming in Turkey
Men’s grooming products benefit from longer-term health and wellbeing trends
Multi-purpose grooming and professional hair care products move to the fore
Men’s grooming ranges increase retail penetration
Beard trend to continue to force men’s shaving players to adapt
Discounters to expand shelf space for mass men’s grooming
Convenience and privacy to win over more men to e-commerce
Table 79 Sales of Men’s Grooming by Category: Value 2017-2022
Table 80 Sales of Men’s Grooming by Category: % Value Growth 2017-2022
Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2019-2022
Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2019-2022
Table 83 NBO Company Shares of Men’s Grooming: % Value 2018-2022
Table 84 LBN Brand Shares of Men’s Grooming: % Value 2019-2022
Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2019-2022
Table 86 Forecast Sales of Men’s Grooming by Category: Value 2022-2027
Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2022-2027
Oral Care in Turkey
Natural trend and getting “used to” an ingredient
Multinationals invest in the category to maintain dominance
Private label gains traction in oral care
Better for the environment focus
Toothpaste to drive category performance
Developing e-commerce demand
Table 88 Sales of Oral Care by Category: Value 2017-2022
Table 89 Sales of Oral Care by Category: % Value Growth 2017-2022
Table 90 Sales of Toothbrushes by Category: Value 2017-2022
Table 91 Sales of Toothbrushes by Category: % Value Growth 2017-2022
Table 92 Sales of Toothpaste by Type: % Value Breakdown 2018-2022
Table 93 NBO Company Shares of Oral Care: % Value 2018-2022
Table 94 LBN Brand Shares of Oral Care: % Value 2019-2022
Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2019-2022
Table 96 LBN Brand Shares of Toothpaste: % Value 2019-2022
Table 97 Forecast Sales of Oral Care by Category: Value 2022-2027
Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2022-2027
Table 99 Forecast Sales of Toothbrushes by Category: Value 2022-2027
Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2022-2027
Skin Care in Turkey
Increase in the offer of dermocosmetics and local products
“Skinimalism” continues to gain popularity
New product launches add dynamism to skin care offer
Focus on sustainable and ethical skin care
Evidence-based effectiveness and new formulae to stimulate trust
Added-value emphasis in a fast-growing category
Table 101 Sales of Skin Care by Category: Value 2017-2022
Table 102 Sales of Skin Care by Category: % Value Growth 2017-2022
Table 103 NBO Company Shares of Skin Care: % Value 2018-2022
Table 104 LBN Brand Shares of Skin Care: % Value 2019-2022
Table 105 LBN Brand Shares of Basic Moisturisers: % Value 2019-2022
Table 106 LBN Brand Shares of Anti-agers: % Value 2019-2022
Table 107 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2019-2022
Table 108 LBN Brand Shares of General Purpose Body Care: % Value 2019-2022
Table 109 LBN Brand Shares of Premium Skin Care: % Value 2019-2022
Table 110 Forecast Sales of Skin Care by Category: Value 2022-2027
Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2022-2027
Sun Care in Turkey
Market size grows as consumers return to outdoor activities and the beach
Trend towards dermocosmetics and natural adult sun care
High SPF and anti-ageing properties attract growing consumer attention
Growing awareness of everyday need for sun protection to stimulate healthy sales growth
Additional benefits to steer newer demand trends
Private label to leverage good price-quality ratios to make gains
Table 112 Sales of Sun Care by Category: Value 2017-2022
Table 113 Sales of Sun Care by Category: % Value Growth 2017-2022
Table 114 NBO Company Shares of Sun Care: % Value 2018-2022
Table 115 LBN Brand Shares of Sun Care: % Value 2019-2022
Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2019-2022
Table 117 Forecast Sales of Sun Care by Category: Value 2022-2027
Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2022-2027
Premium Beauty and Personal Care in Turkey
Shift towards masstige blurs the lines
Return to work and social norms boosts demand for premium colour cosmetics and fragrances
Permanent shift to online sales
Affordable luxury to the fore
Strategic development priorities
Customisation and personalisation to gain momentum
Table 119 Sales of Premium Beauty and Personal Care by Category: Value 2017-2022
Table 120 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 121 NBO Company Shares of Premium Beauty and Personal Care: % Value 2018-2022
Table 122 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2019-2022
Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2022-2027
Table 124 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2022-2027
Mass Beauty and Personal Care in Turkey
Residual high demand and inflation push exponential retail current value growth in 2022
L'Oréal Turkiye Kozmetik leverages wide offer and investment to stay ahead of the field
Discounters and e-commerce increase their appeal to consumers
Increasing demand for mini versions
Strong company activity is anticipated
Private label is expected to develop and grow
Table 125 Sales of Mass Beauty and Personal Care by Category: Value 2017-2022
Table 126 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2017-2022
Table 127 NBO Company Shares of Mass Beauty and Personal Care: % Value 2018-2022
Table 128 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2019-2022
Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2022-2027
Table 130 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2022-2027