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Consumer Lifestyles in Turkey

December 2022

Consumer Lifestyles offers valuable insights into key consumer attitudes and current thinking, and their impact on purchasing and consumption habits; quantifying behaviours, preferences and motivations and aligning them with broader trends in Turkey.

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This report comes in PPT.


Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Turkey report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Turkey report answers:

  • How is the consumer mindset in Turkey changing? In Turkey, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Turkey purchase decisions?
  • Where and how do consumers shop in Turkey?
  • What health-related activities do consumers in Turkey participate in?
  • What megatrends should I focus on in Turkey (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Consumer landscape in Turkey 2022
Life priorities
Turks prioritise time for themselves over other family commitments
Generation Z feel strongly about setting aside time for their favourite activities
Curated experiences appeal to Turkish consumers
Baby Boomers want to be seen to be doing well
Turkish consumers are interested in trying new products and services
Baby Boomers prefer branded goods to unbranded alternatives
Home life
High rates of online connections with friends and family
Baby Boomers devote most time to their home-based hobbies
Energy efficiency is more important to older consumers
Eating habits
All generations appreciate home-cooked food over other options
Consumers value foods that provide health and nutritional benefits
Gen X follow the most flexitarian diet and only eat meat or fish occasionally
Consumers enjoy evening/post-dinner snacks more at the weekend
Gen Z less likely to eat meals at the same time each day than other generations
Working life
Earning a high salary is a key element of working life in Turkey
Work-life balance is more important to Gen X
Job security is more important to Gen X than to other cohorts
Turks expect to be self-employed in future at rates much higher than the global average
Almost half of Gen Z expect to work abroad in the future
Leisure habits
Baby Bo omers are highly engaged with friends and family online
A quarter of consumers go shopping for leisure at least weekly
Baby Boomers participate in a variety of leisure activities – ahead of other cohorts
Consumers travel domestically far more than internationally
Turks appreciate all-inclusive hotels and resorts more than their global counterparts do
Millennials are interested in nature and outdoor activities above other travel features
Health and wellness
Women are more actively engaged in health-related activities
75% of respondents walk or hike for exercise every week
Turkish consumers are highly engaged in stress-reduction activities
All generations are actively participating in stress-reduction activities
Sustainable living
Recyclable labels are the most trusted by Turkish consumers
Baby Boomers are more focused on using less water
Baby Boomers are the most active in their efforts to be more environmentally friendly
Consumers are more likely to share their opinions on political and social issues than average
Baby Boomers are more actively donating to charities that support their values
Shopping habits
Consumers are focusing their attention on quality items and buying less
Millennials are ahead of other cohorts in regularly buying gifts for their family and friends
Turks have greater trust in independent consumer reviews than global average
Independent consumer reviews appeal more to Gen X
Opportunity to try new products motivates subscription uptake more than making savings
Convenience and enjoyment of products motivate Gen Z to use subscription services
Possibility to try before buying is the biggest motivator to shop in-store
Gen X more wedded to shopping in-store than other cohorts
Consumers are mostly motivated to shop online by the best price
Gen X and Millennials more motivated to shop online due to variety of brands
Spending habits
Over half of c onsumers expect their spending on groceries to increase
Gen Z are more focused on saving more over the next 12 months
Consumers are more active than their global counterparts in managing data settings
Baby Boomers are more actively engaged online than other cohorts
High rates of smartphone and desktop/laptop computer ownership
Smartwatch and headphone ownership much higher than the global average
More than 80% of consumers visit social networking websites weekly
Baby Boomers more engaged with health-related and medical sites

Buy Conumer Lifestyle overview reports to:

Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.


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