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Skin Care in Turkey
June 2022
2021 DEVELOPMENTS
Cleansers and moisturisers support volume growth in skin care
Skin care registered positive volume growth in Turkey in 2021, even if overall sales remained below pre-pandemic levels. Facial care products such as cleansers and moisturisers – anti-agers in particular – performed well.
Demand for natural and vegan certified products
Demand for natural products with natural ingredients increased during 2021. There is a growing interest in veganism in Turkey, especially among younger generations.
L’Oréal and Nivea Beiersdorf remain the leading skin care players in 2021, accounting for double-digit value shares in an otherwise fragmented landscape
L’Oréal and Nivea Beiersdorf remained the leading skin care players in Turkey, accounting for double-digit value shares in an otherwise highly fragmented category. L’Oréal is strong in the mass segment with L’Oréal Paris and Garnier and in the premium segment, with Lancôme, Biotherm, Vichy, Kiehl’s and La Roche-Posay.
PROSPECTS AND OPPORTUNITIES
Mass and private label players and chemists/pharmacists to continue to expand their skin care ranges with value-added products
Over the forecast period, skin care is expected to record volume and value growth, on par with that recorded over the review period. Liquid cream/gel/bar cleansers is set to see the highest volume and value growth, being an essential, affordable and hygienic product.
Expected increased demand for sustainable products
Sephora and the Environmental Defense Fund (EDF) have partnered to address ingredients “that are known to cause environmental and health impacts”. The goal, according to the EDF, is to remove “chemicals of concern” from Sephora's own brands and those of its brand partners.
Demand for local products and dermocosmetics
Demand for local products with local ingredients has been growing in recent years. A local brand Gulsha has started to be sold in Sephora outlets.
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Overview:
Understand the latest market trends and future growth opportunities for the Skin Care 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 Skin Care 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 Skin Care 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 Skin Care in Turkey?
Which are the leading brands in Turkey?
How are products distributed in Turkey?
To what extent is e-commerce changing the retail environment and consumer demand?
How are sales of mass versus premium beauty products evolving?
Which products are seeing rising demand in the wake of COVID-19?
Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
How is the macroeconomic environment shaping demand?
Where is future growth expected to be most dynamic?
Skin Care in Turkey - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Cleansers and moisturisers support volume growth in skin care
Demand for natural and vegan certified products
L’Oréal and Nivea Beiersdorf remain the leading skin care players in 2021, accounting for double-digit value shares in an otherwise fragmented landscape
PROSPECTS AND OPPORTUNITIES
Mass and private label players and chemists/pharmacists to continue to expand their skin care ranges with value-added products
Expected increased demand for sustainable products
Demand for local products and dermocosmetics
CATEGORY DATA
Table 1 Sales of Skin Care by Category: Value 2016-2021Table 2 Sales of Skin Care by Category: % Value Growth 2016-2021Table 3 NBO Company Shares of Skin Care: % Value 2017-2021Table 4 LBN Brand Shares of Skin Care: % Value 2018-2021Table 5 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021Table 6 LBN Brand Shares of Anti-agers: % Value 2018-2021Table 7 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021Table 8 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021Table 9 LBN Brand Shares of Premium Skin Care: % Value 2018-2021Table 10 Forecast Sales of Skin Care by Category: Value 2021-2026Table 11 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
Beauty and Personal Care in Turkey - Industry Overview
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
Chart 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026Chart 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 12 Sales of Beauty and Personal Care by Category: Value 2016-2021Table 13 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021Table 14 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021Table 15 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021Table 16 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021Table 17 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021Table 18 Distribution of Beauty and Personal Care by Format: % Value 2016-2021Table 19 Distribution of Beauty and Personal Care by Format and Category: % Value 2021Table 20 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026Table 21 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Skin Care
Premium Firming/Anti-Cellulite Body Care
Mass Firming/Anti-Cellulite Body Care
Premium General Purpose Body Care
Mass General Purpose Body Care
Premium Acne Treatments
Mass Acne Treatments
Premium Face Masks
Mass Face Masks
Premium Liquid/Cream/Gel/Bar Cleansers
Mass Liquid/Cream/Gel/Bar Cleansers
Premium Facial Cleansing Wipes
Mass Facial Cleansing Wipes
Premium Basic Moisturisers
Mass Basic Moisturisers
Premium Anti-Agers
Mass Anti-Agers
Premium Lip Care
Mass Lip Care
Premium Toners
Mass Toners
Premium Hand Care
Mass Hand Care
Premium Skin Care Sets/Kits
Mass Skin Care Sets/Kits
Skin Care
This is the aggregation of facial care, body care, hand care and skin care sets/kits.