Turkey

Bleach is traditionally one of the most widely used home care product types in Turkey due to its affordability, versatility, superior cleaning efficacy and strength as a disinfectant. Appreciation for these attributes among local consumers has…

Homeshopping is dominated by the sale of 20-litre demijohns of water. Turkish consumers traditionally buy these huge bottles of water and order it for delivery to their homes, as tap water is not drinkable. As water is a necessity, the category…

Direct selling continued to see growth in 2021 despite the pandemic. A growing number of direct selling agents, partial lockdown measures persisting in the first half of 2021 and consumers’ reluctance to return to brick-and-mortar retailing to the…

In 2021, the demand for childrenswear rebounded fast following the strong decline due to the Coronavirus (COVID-19) pandemic. The call for new children’s clothing in 2020 was limited by the closure of schools and the limitations on outdoor play and…

In 2021, organic tea volume sales constituted the dominant share of total organic beverages volume sales. Within organic tea, Cay Isletmeleri Genel Müdürlügü (Caykur) was the dominant company with 71% value share under organic black tea and 80% value…

Following the onset of the pandemic, consumer awareness for immunity and health became strengthened as consumers sought to avoid the most severe effects of the COVID-19 virus. As such, demand for carbonated and sparkling flavoured bottled water…

Following a double-digit decline in 2020, personal luxury in Turkey witnessed a return to growth in total current value sales in 2021, with most categories also showing significantly improved results in volume sales terms. Overall demand picked up as…

Luxury eyewear in Turkey showed a much improved performance in 2021, with the rate of volume sales decline slowing dramatically as compared to 2020 and current value sales returning to growth. The category saw demand pick up from the second quarter…

In 2021, the home consumption of coffee continued to rise thanks to the continuation of the lockdowns and the restrictions regarding travelling to workplaces and educational establishments. This meant that Turkish people had to spend extended amounts…

Demand for wipes remained high in 2021, despite rising price sensitivity and an unstable economy due to a weak Turkish lira which continued to drive up costs for producers. This performance was mainly due to increased hygiene awareness as a result of…

Demand for retail tissue remained high in 2021 as COVID-19 related restrictions remained in place in the first half of the year. The home seclusion trend boosted demand for toilet paper and paper towels. These products are deemed essential in many…

There were no warehouse clubs players operating in Turkey at the end of the review period, and there are currently no expectations of any entering the market over the forecast period.

Supermarkets remained the most popular modern grocery retailing format in the Turkish market in 2021. After discounters, supermarkets is the largest channel in outlet numbers and in value terms it is the largest format, which is one reason why growth…

The Coronavirus (COVID-19) pandemic forced consumers to spend long periods in the home in 2020, with companies turning to work-from-home policies and social, sports and travel opportunities strongly restricted. However, sportswear derived benefits…

In 2020, the Coronavirus (COVID-19) pandemic reduced the need for new footwear due to lockdowns and home seclusion, remote working and distance learning and few opportunities for socialisation. Nonetheless, the demand for casual and comfort footwear…

Consumer foodservice was significantly affected by COVID-19 in 2020, with strong sales declines and plummeting transaction volumes registered across all channels, and widespread outlet closures seen throughout the industry. The impact continued into…

While home care in Turkey continued to expand in total volume sales terms in 2021, growth was down on 2020. This was mainly because the influence of pandemic-related trends that had bolstered demand in several categories the previous year – primarily…

Womenswear witnessed a slump in demand in 2020 due to the Coronavirus (COVID-19) pandemic and the related measures introduced to stem the spread of the virus in the country, including lockdown, work-from-home and distance learning policies, few…

In 2021, the total volume sales of soft drinks is projected to demonstrate positive growth. This is particularly driven by the return to growth in the on-trade channel which saw a double-digit volume decline in the first year of the pandemic due to…

After having been among the areas of the Turkish luxury goods market worst affected by the initial impact of COVID-19 in 2020, luxury hotels saw current value sales rebound strongly in 2021. The improvement in the category’s performance was…