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