Super premium beauty and personal care witnessed a strong return to growth in total current value sales in 2021, with all categories also developing positively in volume terms after having recorded double-digit declines in this regard in 2020. Trading conditions improved significantly from the second quarter of the year as the COVID-19 vaccine rollout and the lifting of lockdown measures accelerated economic expansion, strengthened consumer confidence and enabled Turks to spend more time outside the home and start regularly socialising again.
With the advent of COVID-19 vaccines encouraging many countries to ease international travel restrictions, a steady recovery in inbound tourism also contributed to the impressive turnaround of super premium beauty and personal care in Turkey in 2021. In particular, demand was boosted by the return of more affluent visitors from Russia, China, Iran and GCC countries.
In addition to running discount promotions, some super premium beauty and personal care manufacturers adapted to inflationary pressures and heightened budget-consciousness among Turkish consumers by making their brands available in smaller and more affordable pack sizes in 2021. The introduction of the Mac Mini Lipstick range was one notable example of this trend, which was particularly strong in super premium colour cosmetics.
Super premium beauty and personal care looks set to see total current value sales grow at robust rates throughout the forecast period, with all categories also projected to expand consistently in volume terms. Overall demand is expected to remain buoyant in the short-to-medium term as macroeconomic conditions and consumer sentiment improve in line with the further easing of the pandemic.
As manufacturers continue to adjust their strategies in response to inflationary pressures and the economic fallout of COVID-19, super premium beauty and personal care is likely to witness the launch of more products with an affordable luxury positioning during the early years of the forecast period. Relatively challenging trading conditions should also encourage companies to look beyond price in an effort to gain a competitive edge and differentiate their brands.
The penetration of e-commerce in super premium beauty and personal care has increased substantially since the outbreak of COVID-19, and it is expected the channel’s value share will continue to rise over the forecast period. Further gains will be supported by the fact that many Turkish consumers have recently become more comfortable buying these products online, and now have a greater appreciation for the convenience, variety and potential for competitive price deals this shopping method affords.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Super Premium Beauty and Personal 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 Super Premium Beauty and Personal 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.
This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!