Competitive Landscape
Discounters and Leading Branded Players Reshape Share through Pricing and Scale
Retail tissue in Turkey is highly concentrated, with the top three players accounting for a 77% share of retail value sales in 2025, compared with a 73% share in 2020. In 2025, Eczacibasi Tuketim Urunleri San ve Tic AS led with a 31% retail value share, followed by Hayat Kimya Sanayi AS (25%) and the private label discounter Bim Birlesik Magazacilik AS (21%).
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Overview:
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Retail Tissue in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Retail Tissue in Turkey?
- Which are the leading brands in Retail Tissue in Turkey?
- How are products distributed in Retail Tissue in Turkey?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Retail Tissue products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Retail Tissue in Turkey - Category analysis
Key Data Insights
Consumer Behaviour Reflects Need and Affordability Concerns, but Also Trading-Up Instincts
Consumer Behaviour Reflects Need and Affordability Concerns, but Also Trading-Up Instincts
Toilet Paper Dominates as Consumers Seek Comfort and Hygiene
Premium Innovations Win over Value-Conscious Shoppers Despite Economic Pressure on Household Budgets
Discounters and E-Commerce to Expand Reach as Households Prioritise Value for Money
Boxed Facial Tissues Players to Leverage Wellness Focus to Gain Momentum
Discounters and Leading Branded Players Reshape Share through Pricing and Scale
Discounters and E-Commerce Gain as Value-Driven Purchasing Intensifies
Aqua and Premium Brands Reshape Competition through Pricing
Tissue and Hygiene in Turkey - Industry Overview
Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite
Key Data Insights
Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite
Toilet Paper Drives Retail Tissue's Fast Growth in Value Sales
Sleepy Bio Natural Makes Premium, Clean-Label Wipes Affordable for Families
Discounters to Extend Reach as Value for Money Choices Reshape Product Mix
Adult Incontinence and Natural Hygiene Lines to Attract New Demand Drivers
The Competitive Landscape Sees Gradual Concentration
Evyap Sabun Yag Gliserin Acquires the Komili Brand to Help Reshape Competitive Dynamics
Discounters Expand Reach as Value for Money Trumps Format Loyalty
E-Commerce Accelerates as Convenience Reshapes Shopping Habits
Country Reports Disclaimer
The following categories and subcategories are included:
Retail Tissue
- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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 report originates from Passport, our Retail Tissue research and analysis database.
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