Competitive Landscape
Bim Birlesik Magazacilik and Eruslu Saglik Outpace Rivals
Wipes in Turkey remained concentrated, with the top player, the discounter BIM Birlesik Magazacilik AS, accounting for a 25% retail value share in 2025, followed by Eruslu Saglik (14%) and Evyap Sabun Yag Gliserin San ve Tic AS (9%). Over the review period, the category has seen private label and strong local brands consolidate their positions.
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Overview:
Understand the latest market trends and future growth opportunities for the Wipes 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.
If you're in the Wipes 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 Wipes 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 Wipes in Turkey?
- Which are the leading brands in Wipes in Turkey?
- How are products distributed in Wipes 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 Wipes products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Wipes in Turkey - Category analysis
Key Data Insights
Personal Wipes Dominate, but the Competition Is Mounting
Personal Wipes Dominate, but the Competition Is Mounting
Baby Turco Leverages Locally Sourced Cotton to Win over Price-Sensitive Families
Sleepy Responds to Premiumisation Demand with Organic and Plant-Based Wipes
Discounters and E-Commerce to Appeal to Economy-Focused Families
Home Care Wipes to Continue to Develop and Challenge Personal Wipes
Bim Birlesik Magazacilik and Eruslu Saglik Outpace Rivals
Discounters Expand Reach as Price-Sensitive Shoppers Seek Savings
Retail E-Commerce Captures Consumers with Bulk Offers and Eco-Friendly Claims
Tissue and Hygiene in Turkey - Industry Overview
Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite
Key Data Insights
Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite
Toilet Paper Drives Retail Tissue's Fast Growth in Value Sales
Sleepy Bio Natural Makes Premium, Clean-Label Wipes Affordable for Families
Discounters to Extend Reach as Value for Money Choices Reshape Product Mix
Adult Incontinence and Natural Hygiene Lines to Attract New Demand Drivers
The Competitive Landscape Sees Gradual Concentration
Evyap Sabun Yag Gliserin Acquires the Komili Brand to Help Reshape Competitive Dynamics
Discounters Expand Reach as Value for Money Trumps Format Loyalty
E-Commerce Accelerates as Convenience Reshapes Shopping Habits
Country Reports Disclaimer
The following categories and subcategories are included:
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
Wipes
This is the aggregation of personal wipes and household cleaning wipes
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Wipes research and analysis database.
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