Executive Summary

Jun 2019
PROSPECTS
Additional taxes hinder demand

On 11 January 2017, the government implemented strong import duty increases on a wide range of perfumes, cosmetics and cleaning products. Moreover, in August 2018, the government increased by 100% the import tariffs on certain products from the US, including cosmetics.

Consumers seek free from and natural claims

As Turkish consumers become increasingly conscious of ingredients lists, they are turning to products with natural ingredients, such as almond and honey, and options that are free from parabens and/or sulphates. Natural oils and vegetable/flower extracts, such as argan oil, olive oil, neem and aloe vera, are the most common natural ingredients incorporated in cosmetics in Turkey.

Combination products continue to support sales

Due to convenience and time constraints, consumers increasingly opt for one product offering multibenefits, such as CC and BB creams. Added benefit claims, such as extra moisturising, firming, anti-stress, exfoliating, anti-ageing and whitening justify premium products’ higher average unit prices.

COMPETITIVE LANDSCAPE
L'Oréal becomes number one

L’Oréal became the leading company in the category after Procter & Gamble divested 42 brands to Coty Brands. The company aims to consolidate its position by launching new products with sophisticated properties, especially in its key categories of hair care, colour cosmetics and facial care.

Galeries Lafayette boosts demand

Tom Ford Beauty, Christian Dior, Armani Beauty, Chanel and Urban Decay are well placed to increase their brand shares over the forecast period. These brands have started to be sold under the same roof for the first time following the opening of Turkey’s new Cosmetics Destination Galeries Lafayette in 2017.

Sephora goes online

At the end of 2018, Sephora extended its reach in Turkey by going online. The player presented its complete offer online with special sections for make-up, skin care, fragrances, bath and body, hair care and accessories for women and men.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Premium 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 Premium Beauty and Personal Care industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Premium 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 Premium Beauty and Personal Care in Turkey?
  • What are the major brands in Turkey?
  • What are the key innovation trends in make up?
  • What is the evolution of mass colour cosmetics versus their premium counterparts?
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.

Premium Beauty and Personal Care in Turkey - Category analysis

HEADLINES

PROSPECTS

Additional taxes hinder demand
Consumers seek free from and natural claims
Combination products continue to support sales

COMPETITIVE LANDSCAPE

L'Oréal becomes number one
Galeries Lafayette boosts demand
Sephora goes online

CATEGORY DATA

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