Turkey

This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International’s eight focus megatrends and insights as to how each trend has manifested in…

While many companies often identify market segments using demographics alone, few would agree that consumers are neatly defined by age, gender or income. To overcome this, Euromonitor’s Survey team has looked beyond standard demographics to create…

This report visually explores everyday habits and behaviours that reflect consumers’ beliefs and values, linking behavioural trends with purchase and consumption habits in Turkey.

While vacuum cleaners continued to see an overall decline in retail volume terms in 2021, the category continued to perform better than the heavy losses seen in 2019. More affluent Turkish consumers, who were accustomed to outsourcing cleaning…

In small cooking appliances the most dynamic category in retail volume terms in 2021 was coffee machines followed by kettles. The demand for espresso, filter, and other standard coffee machines increased as people started to work from home due to…

Due to COVID-19 people started to spend more time in their homes, which led them to become more aware of their needs, pushing them to replace their existing refrigeration appliances or purchase second products. During the lockdown the demand for…

Despite seeing a small decline in retail volume terms in 2021, hair care appliances remained the largest and most significant contributor to overall retail volume sales of personal care appliances. Sales of hair care appliances, including male hair…

Microwaves returned to growth in retail volume terms in 2021, with home seclusion creating demand for convenient ways to cook and reheat food. Nonetheless, reduced purchasing power and the negative perception of microwaves continued to limit retail…

COVID-19 had a direct and large positive affect on volume sales of large cooking appliances in 2020 and 2021. As people remained at home due to lockdowns and the closure of schools and office, families had to cook at home more frequently than prior…

Sales of home laundry appliances continued to benefit from the impact of COVID-19 in 2021. People spent more time at home due to COVID-19 restrictions and as such were able to carry out wash loads more frequently. With increased hygiene concerns…

Ongoing lockdown restrictions continued to create interest in food preparation appliances among those consumers looking to improve their cooking skills, with many people unable to utilise restaurants and delivery and takeaway services. With increased…

Retail volume sales of dishwashers were already on the decline in 2018 and 2019 due to the economic downturn in Turkey and following the outbreak of COVID-19 a double-digit decline was seen in 2020. Despite this, the appeal of dishwashers increased…

Air treatment products registered a small decline in retail volume terms in 2021 after returning to growth in 2020. Sales of split air conditioners and portable room air conditioners picked up in 2020, with the former recording double-digit retail…

The Coronavirus (COVID-19) has resulted in a significant speeding up in the move away from cash, as consumers and retailers tried to avoid handling it, particularly in the early days of the pandemic. This has therefore been providing strong impetus…

The economic impact of the measures to try and contain the spread of the COVID-19 virus resulted in reduced purchasing power for local consumers in Turkey, which saw a shift towards bigger packages and multipacks – a shift that was also driven by…

Turkey has a population of approximately 85.5 million, of which some 25 million fall within the group that is under 18 years and those over the age of 18 years that do not have a bank account, are unemployed, or have a low credit score which make…

All categories of financial cards, namely credit cards, debit cards and pre-paid cards, are set to recorded further growth in terms of cards in circulation and transaction value in 2021, indicating that there is still room for expansion. Whilst…

Despite dominating overall financial cards in circulation in Turkey, debit cards offers plenty of room for further expansion, with the category continuing to outperform credit cards in both volume terms (number of transactions made, demand for…

Whilst personal credit cards reached a certain level of saturation over the review period, commercial credit cards continues to expand at a faster rate, despite holding overall lower transaction value share and fewer cards in circulation. Within…

Faced with the pandemic and nationwide halt to numerous businesses in 2020, the Turkish population sought low interest rates of credit offered by state-owned banks in an attempt to stay afloat during an unstable period, including rising unemployment…