Executive Summary

Jun 2019
PROSPECTS
Shift towards mass products

In the second half of 2018, cosmetics became embroiled in diplomatic tensions between the US and Turkey. In a decree signed on August 2018, Turkey responded to US sanctions by increasing customs duties on several categories, including cosmetics.

Changing lifestyles shape mass beauty and personal care

Better employment and education prospects saw more consumers move to urban areas over the review period. Some new launches tap into increasingly hectic consumer lifestyles caused by urbanisation.

Growing use of oils

Oils remained popular as a natural format and/or ingredient across mass beauty and personal care. For instance hair care products containing oils were popular as consumers traditionally use pure almond oil for hair care.

COMPETITIVE LANDSCAPE
L'Oréal leads the way

L’Oréal aims to maintain its leading position by launching new products with sophisticated properties. The company’s leading categories are hair care, colour cosmetics and facial care.

Avon appeals to millennials

In 2018, Avon Kozmetik benefited from successful new product launches, especially within fragrances, colour cosmetics and skin care. The new Mark collection aims to provide a solution for time-poor consumers by offering fast-use products.

Private label supports growth

Beauty specialist retailers like Watsons and Gratis implement regular price promotions and advertising for their private label products. Frequent promotions like buy-one-get-one-free or buy-two-get-one-free help to drive traffic to stores and increase sales, supported by reward points loyalty schemes.

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

The Mass 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 Mass Beauty and Personal Care in Turkey?
  • What are the major brands in Turkey?
  • What pricing movements are seen across mass beauty brands?
  • What are the key product development trends?
  • How are sales of mass beauty and personal care products performing?

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.

Mass Beauty and Personal Care in Turkey - Category analysis

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 1 Sales of Mass Beauty and Personal Care by Category: Value 2013-2018
Table 2 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Mass Beauty and Personal Care: % Value 2014-2018
Table 4 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2015-2018
Table 5 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2018-2023
Table 6 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Beauty and Personal Care in Turkey - Industry Overview

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 7 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 8 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 9 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 10 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 12 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 13 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 16 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources