Turkey

In 2022, wireless speakers is the only member of portable players posting positive volume growth, driving growth in portable players overall. As well as showing the only positive movement, wireless speakers holds by far the largest volume share.…

Home video overall is falling in terms of volume sales in 2022, largely because of the significant increase in unit prices for televisions at the end of the review period and into 2022. The global supply chain crisis has led to microchip shortages…

In 2021, the wine category saw strong growth in volume terms, in comparison to the negative trend in the previous year. Growth was led by recovery in the on-trade channel with the re-opening of the foodservices outlets in the second half of the year…

In 2022, sales of eyewear will continue to rise across all major categories, driven by a growing number of myopia and presbyopia cases of all ages. This is due to increased time in front of digital screens and the aging demographic of the population,…

Cat food saw current value growth rates more than double in 2022 compared to 2021 levels. Rising inflation has forced unit prices up as the Turkish Lira weakens against major exchange rates and production costs increase. Soaring energy prices have…

After a decline in demand in the previous year, sun care sales rebounded in both volume and value terms as pandemic-related restrictions were eased and more consumers went on holiday during the summer of 2021. Growth was also in line with Turkish…

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…

2021 was a good year for tobacco sales with all categories registering positive retail volume growth. The growth seen in cigarettes was partly due to a recovery from the decline in retail volume sales seen in 2020. In an effort to control the spread…

Although the Turkish economy has begun to recover from the impact of the COVID-19 pandemic the rebound has been accompanied by rising inflation, with the prices of raw materials and energy soaring in 2021 and 2022. Manufacturers of designer apparel…

At the end of the review period, consumers continued to seek out the latest trends in sunglasses. Popular trends included flat-tops, futuristic structures, oversized frames, retro-round, and large cats’ eyes designs. Smaller frames made of acetate…

In 2021, total volume sales of spirits surged, driven largely by a rebound in the on-trade channel, which had registered a sharp decline in the previous year. The re-opening of foodservices outlets from mid-2021 led to a sizeable increase in eating…

Oral care recorded marginal volume increase in 2021 following a steep decline in the previous year. Overall, volume sales remain significantly lower than in 2019. The decline is attributable to a surge in unit prices following the depreciation of the…

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…