Retailing in Turkey

February 2021
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing 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 Retailing 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 Retailing in Turkey?
  • Which are the leading retailers in Retailing in Turkey?
  • How are products distributed in Retailing in Turkey?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Turkey?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?

Retailing in Turkey

EXECUTIVE SUMMARY

COVID-19 impact on retailing
Company response
COVID-19 country impact
Weakening Turkish economy was already leading to operator bankruptcies and consumer bargain hunting
Lower consumer spending power heralds higher sales for discounters, private labels, and budget brands
What next for retailing?

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2020
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2015-2020
Seasonality
New Year’s Eve Back to School Other seasonal events
Payments and delivery
Emerging business models

MARKET DATA

Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2015-2020 Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2015-2020 Table 4 Sales in Store-based Retailing by Channel: Value 2015-2020 Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2015-2020 Table 6 Store-based Retailing Outlets by Channel: Units 2015-2020 Table 7 Store-based Retailing Outlets by Channel: % Unit Growth 2015-2020 Table 8 Sales in Non-Store Retailing by Channel: Value 2015-2020 Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2015-2020 Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 11 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 12 Sales in Grocery Retailers by Channel: Value 2015-2020 Table 13 Sales in Grocery Retailers by Channel: % Value Growth 2015-2020 Table 14 Grocery Retailers Outlets by Channel: Units 2015-2020 Table 15 Grocery Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2015-2020 Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 18 Sales in Non-Grocery Specialists by Channel: Value 2015-2020 Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2015-2020 Table 20 Non-Grocery Specialists Outlets by Channel: Units 2015-2020 Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2015-2020 Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 23 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 24 Sales in Mixed Retailers by Channel: Value 2015-2020 Table 25 Sales in Mixed Retailers by Channel: % Value Growth 2015-2020 Table 26 Mixed Retailers Outlets by Channel: Units 2015-2020 Table 27 Mixed Retailers Outlets by Channel: % Unit Growth 2015-2020 Table 28 Retailing GBO Company Shares: % Value 2016-2020 Table 29 Retailing GBN Brand Shares: % Value 2017-2020 Table 30 Store-based Retailing GBO Company Shares: % Value 2016-2020 Table 31 Store-based Retailing GBN Brand Shares: % Value 2017-2020 Table 32 Store-based Retailing LBN Brand Shares: Outlets 2017-2020 Table 33 Non-Store Retailing GBO Company Shares: % Value 2016-2020 Table 34 Non-Store Retailing GBN Brand Shares: % Value 2017-2020 Table 35 Grocery Retailers GBO Company Shares: % Value 2016-2020 Table 36 Grocery Retailers GBN Brand Shares: % Value 2017-2020 Table 37 Grocery Retailers LBN Brand Shares: Outlets 2017-2020 Table 38 Grocery Retailers LBN Brand Shares: Selling Space 2017-2020 Table 39 Non-Grocery Specialists GBO Company Shares: % Value 2016-2020 Table 40 Non-Grocery Specialists GBN Brand Shares: % Value 2017-2020 Table 41 Non-Grocery Specialists LBN Brand Shares: Outlets 2017-2020 Table 42 Non-Grocery Specialists LBN Brand Shares: Selling Space 2017-2020 Table 43 Mixed Retailers GBO Company Shares: % Value 2016-2020 Table 44 Mixed Retailers GBN Brand Shares: % Value 2017-2020 Table 45 Mixed Retailers LBN Brand Shares: Outlets 2017-2020 Table 46 Mixed Retailers LBN Brand Shares: Selling Space 2017-2020 Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2020-2025 Table 48 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2020-2025 Table 49 Forecast Sales in Store-based Retailing by Channel: Value 2020-2025 Table 50 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2020-2025 Table 51 Forecast Store-based Retailing Outlets by Channel: Units 2020-2025 Table 52 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2020-2025 Table 53 Forecast Sales in Non-Store Retailing by Channel: Value 2020-2025 Table 54 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2020-2025 Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 56 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 57 Forecast Sales in Grocery Retailers by Channel: Value 2020-2025 Table 58 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2020-2025 Table 59 Forecast Grocery Retailers Outlets by Channel: Units 2020-2025 Table 60 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2020-2025 Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 62 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 63 Forecast Sales in Non-Grocery Specialists by Channel: Value 2020-2025 Table 64 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2020-2025 Table 65 Forecast Non-Grocery Specialists Outlets by Channel: Units 2020-2025 Table 66 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2020-2025 Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 68 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 69 Forecast Sales in Mixed Retailers by Channel: Value 2020-2025 Table 70 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2020-2025 Table 71 Forecast Mixed Retailers Outlets by Channel: Units 2020-2025 Table 72 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2020-2025

DISCLAIMER

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DEFINITIONS

SOURCES

Summary 2 Research Sources

Convenience Stores in Turkey

KEY DATA FINDINGS

2020 IMPACT

Sales via convenience stores sees slower growth in 2020, as COVID-19 factors reshape consumer shopping trends
Outlet numbers continue to grow, as small urban traditional grocers convert to convenience stores
M-Jet and Ekomini maintain sales and unit leads, while Seç Market continues to show strong competition

RECOVERY AND OPPORTUNITIES

Convenience stores to remain a strong performing modern grocery format over the forecast period
Category set to remain dominated by the leading three players, with no scope for smaller companies to enter with any success
Convenience stores set to continue to cannibalise bakkal over the forecast period

CHANNEL DATA

Table 73 Convenience Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 74 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 75 Convenience Stores GBO Company Shares: % Value 2016-2020 Table 76 Convenience Stores GBN Brand Shares: % Value 2017-2020 Table 77 Convenience Stores LBN Brand Shares: Outlets 2017-2020 Table 78 Convenience Stores LBN Brand Shares: Selling Space 2017-2020 Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 80 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Discounters in Turkey

KEY DATA FINDINGS

2020 IMPACT

Discounters benefits from further weakening consumer spending power alongside rising prices in food
Competition continues to heat up from other retailers offering private label lines
BIM and A101 maintain their value and unit leads, as competition heats up within the category

RECOVERY AND OPPORTUNITIES

Urbanisation and unit growth set to lead to dual benefits of convenience and affordability for discounters
Competition between discounters and supermarkets with private labels set to continue, with discounters holding the winning cards
Status quo between three leading players set to remain unchanged over the forecast period

CHANNEL DATA

Table 81 Discounters: Value Sales, Outlets and Selling Space 2015-2020 Table 82 Discounters: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 83 Discounters GBO Company Shares: % Value 2016-2020 Table 84 Discounters GBN Brand Shares: % Value 2017-2020 Table 85 Discounters LBN Brand Shares: Outlets 2017-2020 Table 86 Discounters LBN Brand Shares: Selling Space 2017-2020 Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 88 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Hypermarkets in Turkey

KEY DATA FINDINGS

2020 IMPACT

Hypermarkets sees renewed short-term popularity, due to changing consumer shopping trends and stockpiling
Short-term popularity set to decrease again, with a shift towards local discounters and e-commerce
Migros maintains its leading position thanks to strategic expansion in both acquisitions and digitisation

RECOVERY AND OPPORTUNITIES

Consumer shopping trends set to return to historic norms, which spells bad news for hypermarkets
Players set to invest in in-store optimisation and special offers in order to reattract customers
Further investment in digitisation expected, both in-store and via e-commerce channels

CHANNEL DATA

Table 89 Hypermarkets: Value Sales, Outlets and Selling Space 2015-2020 Table 90 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 91 Hypermarkets GBO Company Shares: % Value 2016-2020 Table 92 Hypermarkets GBN Brand Shares: % Value 2017-2020 Table 93 Hypermarkets LBN Brand Shares: Outlets 2017-2020 Table 94 Hypermarkets LBN Brand Shares: Selling Space 2017-2020 Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 96 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Supermarkets in Turkey

KEY DATA FINDINGS

2020 IMPACT

Supermarkets fares almost as well as its competitor discounters, thanks to enhanced digitisation and ability to adapt
Price plays an increasingly important factor, as category consolidates and only the strongest can win
Migros maintains its lead thanks to strategic acquisitions and unit growth

RECOVERY AND OPPORTUNITIES

Discounters set to continue to cannibalise supermarkets over the forecast period
Value strength and growth potential of modern grocery retailers mean that supermarkets will continue to grow
Supermarkets expected to stay highly fragmented, despite consolidation, with further acquisitions seen

CHANNEL DATA

Table 97 Supermarkets: Value Sales, Outlets and Selling Space 2015-2020 Table 98 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 99 Supermarkets GBO Company Shares: % Value 2016-2020 Table 100 Supermarkets GBN Brand Shares: % Value 2017-2020 Table 101 Supermarkets LBN Brand Shares: Outlets 2017-2020 Table 102 Supermarkets LBN Brand Shares: Selling Space 2017-2020 Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 104 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Traditional Grocery Retailers in Turkey

KEY DATA FINDINGS

2020 IMPACT

Traditional grocery retailers continue to lose shares to modern grocery retailers, due to the latter’s cheaper prices and greater offerings
Bakkal selling daily essentials remain popular with consumers, thus stimulating growth
Traditional grocery retailers dominated by transient bakkal with no chained brands

RECOVERY AND OPPORTUNITIES

Traditional bakkal stores face unsurmountable challenges due to lack of strength or capacity to adapt to modern consumer needs
Closest competitor of convenience stores also gradually cannibalises bakkal
“Local and essential” bakkal will continue to appeal to small audience of community consumers, especially in rural areas

CHANNEL DATA

Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 106 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 107 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 108 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Apparel and Footwear Specialist Retailers in Turkey

KEY DATA FINDINGS

2020 IMPACT

Apparel and footwear specialist retailers suffers due to low consumer priority during lockdowns
Decline in inbound tourism and the deprecation of the Turkish lira place additional downwards pressure on category
LC Waikiki maintains its lead thanks to affordable fast fashion brand managing to capture the attention of an unenthusiastic consumer audience

RECOVERY AND OPPORTUNITIES

Category set to bounce back in 2022, then return to a gradual decline as players strategize their way forward
E-commerce becomes an increasingly important channel, with click-and-collect services set to boost physical stores too
Domestic players offering fast fashion at affordable prices expected to fare the best

CHANNEL DATA

Table 109 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 110 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 111 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 112 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 113 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 114 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 115 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 116 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Electronics and Appliance Specialist Retailers in Turkey

KEY DATA FINDINGS

2020 IMPACT

Electronics and appliances see a boost in sales thanks to cheap credit lines and consumers spending more time at home
Enhanced e-commerce trend continues to eat into store-based retailing
Arçelik maintains its company value lead, but brand competition is strong and Beko loses out to Vatan Bilgisayar by a close margin

RECOVERY AND OPPORTUNITIES

Ongoing value growth expected, albeit somewhat dependent on continuing availability of credit
Category set to become more consolidated, with the larger chained players set to win
Outlet expansion to remain insignificant, as players optimise existing stores instead of opening new ones.

CHANNEL DATA

Table 117 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 118 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 119 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 120 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 121 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 122 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 123 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 124 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Health and Beauty Specialist Retailers in Turkey

KEY DATA FINDINGS

2020 IMPACT

Sharp declines in beauty specialist retailers push down value growth in category overall
Chemists see equally healthy growth, thanks to over-the-counter medicines, immunity boosters and personal hygiene and care products
Gratis maintains its lead thanks to strong brand awareness and consumer trust

RECOVERY AND OPPORTUNITIES

Optical goods stores set to bounce back strongly next year, with slower growth over forecast period due to decline in tourism
Beauty specialist retailers to see a strong in-store rebound, whilst remaining behind the curve in e-commerce development terms
Vitamins and dietary supplements specialist retailers set to show the most dynamic growth over forecast period, in line with enhanced health and wellness trend

CHANNEL DATA

Table 125 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 126 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 127 Sales in Health and Beauty Specialist Retailers by Channel: Value 2015-2020 Table 128 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2015-2020 Table 129 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 130 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 131 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 132 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 133 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 134 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 135 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2020-2025 Table 136 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2020-2025

Home and Garden Specialist Retailers in Turkey

KEY DATA FINDINGS

2020 IMPACT

Home and garden specialist retailers benefit from lockdowns in 2020, as consumers spend the time on home improvements
Growing e-commerce trend enhanced by the event of COVID-19 in 2020, as players with online operations fare the best
Chained players tipped to be the ones to watch in highly fragmented category dominated by independent “others”

RECOVERY AND OPPORTUNITIES

Young generations of newly married DIY enthusiasts set to drive sales over forecast period
Economic downturn set to place continued pressure on smaller players, boosting consolidation for stronger chained brands
State-stimulated property market helps boost growth in the category

CHANNEL DATA

Table 137 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2015-2020 Table 138 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 139 Sales in Home and Garden Specialist Retailers by Channel: Value 2015-2020 Table 140 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2015-2020 Table 141 Home and Garden Specialist Retailers GBO Company Shares: % Value 2016-2020 Table 142 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2017-2020 Table 143 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2017-2020 Table 144 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2017-2020 Table 145 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 146 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025 Table 147 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2020-2025 Table 148 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2020-2025

Department Stores in Turkey

KEY DATA FINDINGS

2020 IMPACT

Department stores hit extra hard, as consumers cease spending on apparel and avoid large, enclosed spaces
Double blow comes from a significant decline in inbound tourism, wiping out a large section of the consumer audience for department stores
Boyner maintains its top place and even grows its shares, thanks to already having a strong online channel

RECOVERY AND OPPORTUNITIES

Department stores set to bounce back, but challenges and restrictions will remain over the forecast period
Restoration of strong, high-end tourism flows essential to drive sales through luxury department stores and boost the category overall
Outlet growth hindered by optimisation of existing premises and focus on omnichannel services

CHANNEL DATA

Table 149 Department Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 150 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 151 Department Stores GBO Company Shares: % Value 2016-2020 Table 152 Department Stores GBN Brand Shares: % Value 2017-2020 Table 153 Department Stores LBN Brand Shares: Outlets 2017-2020 Table 154 Department Stores LBN Brand Shares: Selling Space 2017-2020 Table 155 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 156 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Variety Stores in Turkey

KEY DATA FINDINGS

2020 IMPACT

Already declining variety stores sees extra pressure from COVID-19, due to less frequent consumer shopping
E-commerce also continues to cannibalise variety stores
Tchibo Turkiye remains only significant player in a small and declining channel, with no further developments expected

RECOVERY AND OPPORTUNITIES

Slower growth expected after 2021-2022 bounce back, with ongoing challenges and restrictions expected
E-commerce will continue to cannibalise variety stores, with only Tchibo surviving
Further competition from specialist retailers, with wider ranges and greater in-store optimisation

CHANNEL DATA

Table 157 Variety Stores: Value Sales, Outlets and Selling Space 2015-2020 Table 158 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2015-2020 Table 159 Variety Stores GBO Company Shares: % Value 2016-2020 Table 160 Variety Stores GBN Brand Shares: % Value 2017-2020 Table 161 Variety Stores LBN Brand Shares: Outlets 2017-2020 Table 162 Variety Stores LBN Brand Shares: Selling Space 2017-2020 Table 163 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2020-2025 Table 164 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2020-2025

Homeshopping in Turkey

KEY DATA FINDINGS

2020 IMPACT

Homeshopping dominated by water sales and sees little impact from COVID-19
Homeshopping faces potential challenges from modern and practical payments and ordering options, alongside rollout of water filter taps
Nestlé Waters maintains top place thanks to high level of brand trust and leading the way in digital developments

RECOVERY AND OPPORTUNITIES

Above inflation growth expected over the forecast period, due to essential nature of water
Instalment of water filter taps set to pose a longer-term challenge to homeshopping
Growth in urban living and modernisation in service will help drive longer-term growth

CHANNEL DATA

Table 165 Homeshopping by Category: Value 2015-2020 Table 166 Homeshopping by Category: % Value Growth 2015-2020 Table 167 Homeshopping GBO Company Shares: % Value 2016-2020 Table 168 Homeshopping GBN Brand Shares: % Value 2017-2020 Table 169 Homeshopping Forecasts by Category: Value 2020-2025 Table 170 Homeshopping Forecasts by Category: % Value Growth 2020-2025

Vending in Turkey

KEY DATA FINDINGS

2020 IMPACT

Vending suffers from lower footfall in train stations and public places as a result of COVID-19
Pre-COVID-19 trends placed on ice until environment facilitates growth in vending again
Highly fragmented environment with no one player standing out

RECOVERY AND OPPORTUNITIES

Increase in institutional buildings and lifting of restrictions on travel will once again facilitate the demand for vending via on-the-go snacks and drinks
Expanded product ranges within vending expected over the forecast period
Different types of vending machines offering alternative payment methods are expected

CHANNEL DATA

Table 171 Vending by Category: Value 2015-2020 Table 172 Vending by Category: % Value Growth 2015-2020 Table 173 Vending Forecasts by Category: Value 2020-2025 Table 174 Vending Forecasts by Category: % Value Growth 2020-2025

E-Commerce in Turkey

KEY DATA FINDINGS

2020 IMPACT

E-commerce is the star performer, thanks to myriad COVID-19 factors enhancing channel popularity and development
Limited company capacity to handle such unprecedented demand kept sales lower than they would have been otherwise
3rd party merchants continue to hold the largest shares, due to trajectory of trend seeing global giants acquiring smaller local players

RECOVERY AND OPPORTUNITIES

Meteoric rate of growth will fall back to more sustainable levels, but the significant channel switch to e-commerce is set to stay
Players rapidly increase their capacities, strategies and logistics networks, in order to keep up with the game
Online marketplaces tipped to be a channel to watch

CHANNEL DATA

Table 175 E-Commerce by Channel and Category: Value 2015-2020 Table 176 E-Commerce by Channel and Category: % Value Growth 2015-2020 Table 177 E-Commerce GBO Company Shares: % Value 2016-2020 Table 178 E-Commerce GBN Brand Shares: % Value 2017-2020 Table 179 Forecast E-Commerce by Channel and Category: Value 2020-2025 Table 180 Forecast E-Commerce by Channel and Category: % Value Growth 2020-2025

Mobile E-Commerce in Turkey

KEY DATA FINDINGS

2020 IMPACT

Mobile e-commerce comes out the clear winner, due to COVID-19 enhancing consumers’ use of e-commerce solutions
Ongoing company investment in e-commerce development adds further dynamism to the category
Competition heats up amongst the leading e-commerce players who offer mobile solutions

RECOVERY AND OPPORTUNITIES

Mobile e-commerce will continue to grow, to the eventual detriment of computer-based payment systems
Ongoing development set to further stimulate sales over the forecast period
Strong competition amongst e-commerce players will further inspire innovation in emerging applications

CHANNEL DATA

Table 181 Mobile E-Commerce: Value 2015-2020 Table 182 Mobile E-Commerce: % Value Growth 2015-2020 Table 183 Mobile E-Commerce Forecasts: Value 2020-2025 Table 184 Mobile E-Commerce Forecasts: % Value Growth 2020-2025

Food and Drink E-Commerce in Turkey

KEY DATA FINDINGS

2020 IMPACT

Food and drink e-commerce is another clear winner, thanks to unprecedented growth of online grocery shopping due to COVID-19
Multiple grocery players embrace online shopping services to meet changed consumer trends
Migros named as a leading player, as a number of marketplaces sign partnerships with grocery retailers

RECOVERY AND OPPORTUNITIES

Gains made from the rapid enforced development of the category in 2020 will stick over the forecast period
Increase in discounter brands offering e-commerce solutions further stimulates competition in the category
Established grocery retailers expand their geographical reach for delivery services across the country

CHANNEL DATA

Table 185 Food and Drink E-Commerce: Value 2015-2020 Table 186 Food and Drink E-Commerce: % Value Growth 2015-2020 Table 187 Food and Drink E-Commerce Forecasts: Value 2020-2025 Table 188 Food and Drink E-Commerce Forecasts: % Value Growth 2020-2025

Direct Selling in Turkey

KEY DATA FINDINGS

2020 IMPACT

Direct selling maintains positive growth thanks to adapting well to the COVID-19 environment
Both positive and negative drivers remain, counterbalancing each other and driving ongoing positive growth
Farmasi maintains lead over international Avon, which suffers due to exchange rate driven price hikes

RECOVERY AND OPPORTUNITIES

Growth expected to continue at a similar rate, due to same drivers seen and discussed
Domestic players continue to fare better than international companies, with Farmasi expected to remain in top place
Longer-term return to face-to-face selling will appeal to consumers seeking social interaction after lockdowns and restrictions

CHANNEL DATA

Table 189 Direct Selling by Category: Value 2015-2020 Table 190 Direct Selling by Category: % Value Growth 2015-2020 Table 191 Direct Selling GBO Company Shares: % Value 2016-2020 Table 192 Direct Selling GBN Brand Shares: % Value 2017-2020 Table 193 Direct Selling Forecasts by Category: Value 2020-2025 Table 194 Direct Selling Forecasts by Category: % Value Growth 2020-2025
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