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Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite
Tissue and hygiene in Turkey demonstrated resilience and momentum in 2025, with dynamic growth in retail current value sales. This growth outpaces typical regional benchmarks amid persistent inflationary pressures and constrained disposable incomes. This environment intensifies the appeal of the Turkish market, driven by robust demand for essential goods, high population figures and ongoing consumer shifts towards bulk formats, economy lines and private label, while simultaneously allowing premium and natural products to maintain value sales growth through targeted innovation and distribution. Brands seeking long-term success should anchor their strategies in affordability, operational efficiency and agile new product development, focusing on bulk and clean label offerings, leveraging growth for discounters and e-commerce and aligning investment with the needs of an ageing population and value-focused households, while also defending premium propositions through differentiation and an omnichannel presence.
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Overview:
Understand the latest market trends and future growth opportunities for the Tissue and Hygiene 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:
- Away-From-Home Tissue and Hygiene
- Retail Adult Incontinence
- Nappies/Diapers/Pants
- Sanitary Protection
- Wipes
- Retail Tissue
- RX/Reimbursement Adult Incontinence
If you're in the Tissue and Hygiene 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 Tissue and Hygiene 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 Tissue and Hygiene in Turkey?
- Which are the leading brands in Tissue and Hygiene in Turkey?
- How are products distributed in Tissue and Hygiene 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 Tissue and Hygiene products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Tissue and Hygiene in Turkey
Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite
Key Data Insights
Chart 1 Key Industry Trends for Tissue and Hygiene
Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite
Chart 2 Aqua Launches Bulk Toilet Paper
Toilet Paper Drives Retail Tissue's Fast Growth in Value Sales
Sleepy Bio Natural Makes Premium, Clean-Label Wipes Affordable for Families
Chart 3 Chart Sleepy Bio Natural Offers Premium, Clean Label Baby Wipes
Chart 4 Value Sales 2020-2030
Chart 5 Value Sales by Category 2025
Discounters to Extend Reach as Value for Money Choices Reshape Product Mix
Chart 6 Analyst Insight for Tissue and Hygiene
Adult Incontinence and Natural Hygiene Lines to Attract New Demand Drivers
Chart 7 Forecast Value Sales 2020-2030
Chart 8 Forecast Value Sales by Category 2025-2030
The Competitive Landscape Sees Gradual Concentration
Evyap Sabun Yag Gliserin Acquires the Komili Brand to Help Reshape Competitive Dynamics
Chart 9 Company Shares 2025
Chart 10 Brand Shares 2025
Discounters Expand Reach as Value for Money Trumps Format Loyalty
E-Commerce Accelerates as Convenience Reshapes Shopping Habits
Chart 11 Retail Channels 2020-2025
Chart 12 Economic Context for Tissue and Hygiene
Chart 13 Real Gdp Growth 2020-2030
Chart 14 Inflation 2020-2030
Chart 15 Consumer Context for Tissue and Hygiene
Chart 16 Population 2020-2030
Chart 17 Consumer Expenditure 2020-2030
Chart 18 Population by Generation 2025
Away-From-Home Tissue and Hygiene in Turkey
Key Data Insights
Strong Channel Activity and Non-Discretionary Demand Foster Growth
Chart 19 Key Industry Trends for Away-From-Home Tissue and Hygiene
Strong Channel Activity and Non-Discretionary Demand Foster Growth
Selpak Professional Spurs Shift Towards Health- and Safety-Led Positioning
Chart 20 Selpak Professional Strengthens Hygiene-led AFH Tissue Choice
Hayat Kimya’S Single-Use Solutions Accelerate the Shift From Reusable Cloths to Disposables
Chart 21 Hayat Kimya’s Focus Professional Offers Fast, Single-use Tissue Solutions
Chart 22 Value Sales 2020-2030
Chart 23 Value Sales by Category 2025
Afh Paper Towels and Afh Wipers to Gain Traction as Usage Is Increasingly Viewed as Essential
Hygiene Intensity and Procurement Efficiency to Reshape Business Priorities
Chart 24 Forecast Value Sales 2020-2030
Chart 25 Forecast Value Sales by Category 2025-2030
The Expansion of Horeca and Business/Industry Sustains High Tissue Usage and Growth Opportunities
Chart 26 Retail Channels 2020-2025
Chart 27 Economic Context for Away-From-Home Tissue and Hygiene
Chart 28 Real Gdp Growth 2020-2030
Chart 29 Inflation 2020-2030
Chart 30 Consumer Context for Away-From-Home Tissue and Hygiene
Chart 31 Population 2020-2030
Chart 32 Consumer Expenditure 2020-2030
Chart 33 Population by Generation 2025
Retail Adult Incontinence in Turkey
Key Data Insights
Diversity and Inclusivity Play a Key Role in Category Expansion
Chart 34 Key Industry Trends for Retail Adult Incontinence
Diversity and Inclusivity Play a Key Role in Category Expansion
Affordability Shapes Consumers' Purchasing Decisions for Retail Adult Incontinence Products
Chart 35 Sleepy Strengthens Affordability in Retail Adult Incontinence
Pants Add Dynamism to the Category Performance as Distribution Widens to Meet the Demand for Convenience
Chart 36 Depend Pants Offering Full Protection Throughout the Day
Chart 37 Value Sales 2020-2030
Chart 38 Volume Sales 2020-2030
Chart 39 Value Sales by Category 2025
Local Manufacturers Drive Innovation in Pants and Convenience
Changes in the Distribution Landscape to Impact Strategies and Innovation
Chart 40 Analyst Insight for Retail Adult Incontinence
Product Innovation to Follow the Shift to Pants and Underwear-Style Designs
Chart 41 Forecast Value Sales 2020-2030
Chart 42 Forecast Value Sales by Category 2025-2030
Early Investments in Trending Formats and Extensive Distribution Keep Ontex and Essity Ahead of the Field
Chart 43 Company Shares 2025
Chart 44 Brand Shares 2025
Health and Beauty Specialists Maintain Lead as the Competition Intensifies
E-Commerce Attracts Urban Shoppers with Privacy and Price Promotions
Chart 45 Retail Channels 2020-2025
Chart 46 Economic Context for Retail Adult Incontinence
Chart 47 Real Gdp Growth 2020-2030
Chart 48 Inflation 2020-2030
Chart 49 Consumer Context for Retail Adult Incontinence
Chart 50 Population 2020-2030
Chart 51 Consumer Expenditure 2020-2030
Chart 52 Population by Generation 2025
Nappies/Diapers/Pants in Turkey
Key Data Insights
Key Demographic Trends Shape Demand Developments and Company Strategies
Chart 53 Key Industry Trends for Nappies/Diapers/Pants
Key Demographic Trends Shape Demand Developments and Company Strategies
Sleepy Extra Size 7 and Bulk Formats Drive Longer Usage and Higher Spend per Child
Chart 54 Launch of Sleepy Extra Size 7 to Counter Falling Birth Rates
Chart 55 Analyst Insight for Nappies/Diapers/Pants
Evy Baby and Molfix Accelerate Innovation in Line with the Category Balance between Affordability and Premiumisation
Chart 56 Evy Baby Comes in Affordable Hypoallergenic Multipacks
Chart 57 Value Sales 2020-2030
Chart 58 Volume Sales 2020-2030
Chart 59 Value Sales by Category 2025
Local Brands to Drive Growth through Extended Use and Flexible Pricing
Disposable Pants to Outpace Core Lines in Growth Terms as Innovation Meets Changing Needs
Premiumisation Advances Where Benefits Are Clearly Proven and Promoted
Chart 60 Forecast Value Sales 2020-2030
Chart 61 Forecast Value Sales by Category 2025-2030
Local Brands Consolidate Leadership of the Competitive Landscape
Chart 62 Molfix Launches Turkey’S Only Oxygen System Nappies in 2025
Chart 63 Company Shares 2025
Chart 64 Brand Shares 2025
Discounters Expand Reach and Share as Supermarkets Maintain Top Spot
E-Commerce Attracts Bulk Buyers with Convenience and Value
Chart 65 Retail Channels 2020-2025
Chart 66 Economic Context for Nappies/Diapers/Pants
Chart 67 Real Gdp Growth 2020-2030
Chart 68 Inflation 2020-2030
Chart 69 Consumer Context for Nappies/Diapers/Pants
Chart 70 Population 2020-2030
Chart 71 Consumer Expenditure 2020-2030
Chart 72 Population by Generation 2025
Menstrual Care in Turkey
Key Data Insights
Affordability Is the Key Sales Driver Amidst Space for Premiumisation
Chart 73 Key Industry Trends for Menstrual Care
Affordability Is the Key Sales Driver Amidst Space for Premiumisation
Towels Retain Core Demand While Disposable Period Pants Gain Traction in Urban Areas
Chart 74 Sleepy Bio Ultra Combo Offers Affordable Premium Menstrual Care
Clean Wellness and Sustainability Expectations Add Dynamism to Menstrual Care
Chart 75 Molped Pure & Soft Supports Skinfriendly Menstrual Care
Chart 76 Value Sales 2020-2030
Chart 77 Volume Sales 2020-2030
Chart 78 Value Sales by Category 2025
Local Brands Increase Value Pack Offerings as Discounters' Expansion Reshapes Demand
Towels Sustain Dominance While Tampons and Pantyliners Gain Momentum
Chart 79 Forecast Value Sales 2020-2030
Chart 80 Forecast Value Sales by Category 2025-2030
Molped Leverages Affordability to Strengthen Its Position
Chart 81 Analyst Insight for Menstrual Care
Chart 82 Kotex Natural Offers a Sustainable Range
Chart 83 Company Shares 2025
Chart 84 Brand Shares 2025
Discounters Leverage Price Advantage and Reach to Capture Value-Driven Shoppers
Retail E-Commerce Accelerates with the Demand for Privacy and Choice
Chart 85 Retail Channels 2020-2025
Chart 86 Economic Context for Menstrual Care
Chart 87 Real Gdp Growth 2020-2030
Chart 88 Inflation 2020-2030
Chart 89 Consumer Context for Menstrual Care
Chart 90 Population 2020-2030
Chart 91 Consumer Expenditure 2020-2030
Chart 92 Population by Generation 2025
Wipes in Turkey
Key Data Insights
Personal Wipes Dominate, but the Competition Is Mounting
Chart 93 Key Industry Trends for Wipes
Personal Wipes Dominate, but the Competition Is Mounting
Baby Turco Leverages Locally Sourced Cotton to Win over Price-Sensitive Families
Chart 94 Baby Turco Launches Affordable Baby Wipes Made with Locally Sourced Cotton
Sleepy Responds to Premiumisation Demand with Organic and Plant-Based Wipes
Chart 95 Sleepy Offers Organic Cotton, Plantbased Wipes
Chart 96 Value Sales 2020-2030
Chart 97 Value Sales by Category 2025
Discounters and E-Commerce to Appeal to Economy-Focused Families
Chart 98 Analyst Insight for Wipes
Home Care Wipes to Continue to Develop and Challenge Personal Wipes
Chart 99 Forecast Value Sales 2020-2030
Chart 100 Forecast Value Sales by Category 2025-2030
Bim Birlesik Magazacilik and Eruslu Saglik Outpace Rivals
Chart 101 Company Shares 2025
Chart 102 Brand Shares 2025
Discounters Expand Reach as Price-Sensitive Shoppers Seek Savings
Retail E-Commerce Captures Consumers with Bulk Offers and Eco-Friendly Claims
Chart 103 Retail Channels 2020-2025
Chart 104 Economic Context for Wipes
Chart 105 Real Gdp Growth 2020-2030
Chart 106 Inflation 2020-2030
Chart 107 Consumer Context for Wipes
Chart 108 Population 2020-2030
Chart 109 Consumer Expenditure 2020-2030
Chart 110 Population by Generation 2025
Retail Tissue in Turkey
Key Data Insights
Consumer Behaviour Reflects Need and Affordability Concerns, but Also Trading-Up Instincts
Chart 111 Key Industry Trends for Retail Tissue
Consumer Behaviour Reflects Need and Affordability Concerns, but Also Trading-Up Instincts
Toilet Paper Dominates as Consumers Seek Comfort and Hygiene
Chart 112 Sofia Launches Premium 4-ply Toilet Paper in 2025
Premium Innovations Win over Value-Conscious Shoppers Despite Economic Pressure on Household Budgets
Chart 113 Sofia Skin Love Targets Skin Care and Hygiene Needs
Chart 114 Value Sales 2020-2030
Chart 115 Volume Sales 2020-2030
Chart 116 Value Sales by Category 2025
Discounters and E-Commerce to Expand Reach as Households Prioritise Value for Money
Boxed Facial Tissues Players to Leverage Wellness Focus to Gain Momentum
Chart 117 Forecast Value Sales 2020-2030
Chart 118 Forecast Value Sales by Category 2025-2030
Discounters and Leading Branded Players Reshape Share through Pricing and Scale
Chart 119 Analyst Insight for Retail Tissue
Chart 120 Company Shares 2025
Chart 121 Brand Shares 2025
Discounters and E-Commerce Gain as Value-Driven Purchasing Intensifies
Aqua and Premium Brands Reshape Competition through Pricing
Chart 122 Retail Channels 2020-2025
Chart 123 Economic Context for Retail Tissue
Chart 124 Real Gdp Growth 2020-2030
Chart 125 Inflation 2020-2030
Chart 126 Consumer Context for Retail Tissue
Chart 127 Population 2020-2030
Chart 128 Consumer Expenditure 2020-2030
Chart 129 Population by Generation 2025
Rx/Reimbursement Adult Incontinence in Turkey
Key Data Insights
Caregivers See Expanding Purchasing Options as Bank Transfers Ease Access
Chart 130 Key Industry Trends for Rx/Reimbursement Adult Incontinence
Caregivers See Expanding Purchasing Options as Bank Transfers Ease Access
Social Security Drives Demand for Reimbursed Products as the Ageing Population Trend Accelerates
Direct Deposit Policy Enables Flexible Shopping and Improves Purchasing Ease
Chart 131 Value Sales 2020-2030
Chart 132 Volume Sales 2020-2030
Caregivers Leverage Direct Payments to Streamline Monthly Purchasing
Reimbursement Criteria Rather Than Premium Differentiation to Continue to Determine the Offer
Chart 133 Forecast Value Sales 2020-2030
Medical Supply Stores Retain Trust Even as New Channels Diversify Access
E-Commerce Attracts Urban Caregivers but Faces Constraints
Chart 134 Economic Context for Rx/Reimbursement Adult Incontinence
Chart 135 Real Gdp Growth 2020-2030
Chart 136 Inflation 2020-2030
Chart 137 Consumer Context for Rx/Reimbursement Adult Incontinence
Chart 138 Population 2020-2030
Chart 139 Consumer Expenditure 2020-2030
Chart 140 Population by Generation 2025
Country Reports Disclaimer
The following categories and subcategories are included:
Tissue and Hygiene
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- AFH Adult Incontinence
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- AFH Boxed Facial Tissues
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- AFH Napkins
- AFH Tablecloths
- AFH Paper Towels
- AFH Toilet Paper
- AFH Wipers
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- Paper Towels
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- Napkins
- Tablecloths
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- Boxed Facial Tissues
- Pocket Handkerchiefs
- Toilet Paper
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- Rx/Reimbursement adult incontinence
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- AFH Adult Incontinence
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- Liners
- Light Pads
- Other Light Adult Incontinence
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- Moderate/Heavy Pads
- Diapers
- Pants
- Other Moderate/Heavy Adult Incontinence
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- Rx/Reimbursement adult incontinence
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- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
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- Disposable Period Pants
- Pantyliners
- Tampons
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- Standard Towels With Wings
- Standard Towels Without Wings
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- Slim/Thin/Ultra-Thin Towels With Wings
- Slim/Thin/Ultra-Thin Towels Without Wings
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- Menstrual Care Including Intimate Wipes
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
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- General Purpose Wipes
- Intimate Wipes
- Baby Wipes
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- Facial Cleansing Wipes
- Deodorant Wipes
- Moist Toilet Wipes
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- AFH Napkins
- Retail Napkins
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- AFH Tablecloths
- Retail Tablecloths
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- AFH Boxed Facial Tissues
- Retail Boxed Facial Tissues
- Pocket Handkerchiefs
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- AFH Paper Towels
- Retail Paper Towels
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- AFH Toilet Paper
- Retail Toilet Paper
- AFH Wipers
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Tissue and Hygiene
This is the aggregation of retail and away-from home tissue and disposable hygiene products as well as Rx/reimbursement adult incontinence.
See all of our definitions
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This report originates from Passport, our Tissue and Hygiene research and analysis database.
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