Skin Care in Turkey

PRE-COVID-19 PERFORMANCE

Players consider millennials a key target and respect their preferences for “clean” brands, but they also focus on meeting higher demand for dermocosmetics in 2019

Millennials continued to be key drivers of skin care in 2019, both in terms of their higher demand, and in terms of the attention paid to their interests and needs. Companies are increasingly trying to attract consumers at an early age, and as they increasingly see millennials as their future consumers, they respect their preferences, such as for “clean” brands.

Turkish market sees a plethora of new, specialised and innovative skin care products arrive in 2019

Yves Rocher, a widely known, popular mass brand noted for its strength in mass face masks and mass anti-agers, introduced a number of new skin care products in 2019. Within its herbal Anti-Age Global series of rejuvenating and regenerating products with three anti-aging patents, it changed its plant content to offer botanical plant bud nectar from Syringa, a lilac species grown in Italy, which is purportedly able to provide cell regeneration for 72 hours and promotes circulation between cells.

L’Oréal and Nivea Beiersdorf remain the leading skin care players in 2019, 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.

2020 AND BEYOND

COVID-19 impact

Sales of skin care are now expected to grow by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within skin care

Hand care sales have not seen a spike in growth despite more frequent handwashing, but the rate of decline that mass hand care was experiencing in 2019 has slowed down and premium hand care sales show improvement over the previous year. The same is true in skin care sets/kits, where it looks as though premium regime (vs gift) kits are showing twice higher value growth due to higher unit prices while seeing higher volume demand than mass kits are.

Recovery and opportunities

Over the forecast period, skin care is expected to continue enjoying high volume demand and positive constant value growth, although value growth will be lower than it was over the review period due to continually lowering unit prices in all categories except for premium skin care sets/kits. Liquid cream/gel/bar cleansers set to see the highest volume and value growth, as this essential skin care product is affordable, convenient and more hygienic for use by multiple family members than bar soap.

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