Türkiye is a large, young and highly urban market shaped by persistent high inflation. The population is still young but is ageing quickly as fertility falls below replacement. Single person living is rising fast, and female participation in work and household headship remains strikingly low. Despite the squeeze, Turkish consumers remain quality-conscious and health-focused, willing to pay more for trusted, natural and premium products where budgets allow.
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Overview:
Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries.
The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.
The Consumer Lifestyle in Turkey report includes:
Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented
The Consumer Lifestyle in Turkey report answers:
- How is the consumer mindset in Turkey changing? In Turkey, what are consumer attitudes towards “green” and sustainable products?
- What values influence consumers in Turkey purchase decisions?
- Where and how do consumers shop in Turkey?
- What health-related activities do consumers in Turkey participate in?
- What megatrends should I focus on in Turkey (and why)?
- How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
- My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Scope
Key findings
Key drivers affecting consumers in Türkiye in 2025
How developments today shape the consumer of tomorrow
Today 2025: Population grows despite negative net migration
Türkiye remains young, despite falling fertility, with increasing demographic diversity
High obesity levels and high blood pressure are significant health concerns
Tomorrow 2040: Population growth concentrated among older generations
A young country ages rapidly towards 2040
Urbanisation and working-age growth reshape Türkiye’s regional consumer landscape
Opportunities for growth
Case study: AgeSA aims to help Turkish society prepare for later life
Today 2025: Average household size has fallen but still above regional average
Smaller households and delayed family formation reshape Türkiye’s consumer landscape
High housing costs and smaller households drive rental demand
Tomorrow 2040: Single person households to see rapid growth in number
Average age of household heads set to rise, with men dominating
Türkiye’s demographic shifts reshape consumers, households and future demand
Opportunities for growth
Case study: TOKI provides small, affordable homes
Today 2025: Cost of living index continues to rise rapidly
Türkiye’s high inflation intensifies household budget pressures and value seeking
Millennials drive experience spending despite financial pressure and rising grocery costs
Tomorrow 2040: Gross income to grow fastest among the young
Rising incomes reshape Türkiye’s affluent consumer landscape over 2025-2040
Consumer spending growth will strengthen Türkiye’s digital and discretionary markets
Opportunities for growth
Case study: Kuveyt Türk helps consumers protect savings from currency depreciation
Key findings of the consumer survey
Baby Boomers are most willing to pay more for healthy food
Rising costs drive frugality, while quality remains important for Turkish consumers
Turkish consumers are embracing sustainable choices and environmental responsibility
Turkish consumers show limited financial confidence despite efforts to save
Türkiye’s labour market faces gender gaps and changing skills requirements
Opportunities for growth
Case study: Gekoo focuses on organic baby foods and healthy snacks
Key takeaways
Buy Conumer Lifestyle overview reports to:
Gain a thorough knowledge of shifting consumer attitudes and habits and fill in information gaps to inform product/service development, market positioning and channel strategy.
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