Turkey

Direct selling continued to grow in 2022 as the impact of COVID-19 waned. The continued depreciation of the Turkish lira and related price inflation was the most striking factor in challenging sales. Nevertheless, the Turkish direct selling market,…

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

Compared to menswear and womenswear, childrenswear saw a better performance in volume terms in 2022. Despite challenging economic conditions, parents still needed to purchase new childrenswear to replace existing, outgrown clothing. Moreover, parents…

In 2022, the average unit prices of laundry care skyrocketed due to the significant devaluation of the Turkish Lira. This led to increased imports of raw materials and products and manufacturing and distribution costs. In response, to high inflation…

In 2022, home insecticides continued to register positive retail volume growth despite the economic crisis. Home insecticides are considered a necessity since the hot weather in the country means that mosquitoes and crawling insects can be a…

The “lipstick” effect continued to exert an influence on the purchase of apparel accessories in 2022. When faced with an economic crisis, many female consumers are more willing to buy less expensive goods like apparel accessories. Therefore, despite…

Discounters continued its physical expansion across urbanised areas of Turkey in 2022. The category is dominated by big companies that can expand outlets, fast. These players continued to outperform all other modern grocery formats, aided by the…

Retail volume growth rates for the majority of categories under surface care were curbed by the general adverse economic conditions in the country in 2022, which exhibited itself in skyrocketing inflation rates. This meant significant increases in…

Air care was the most adversely affected sector in 2022, with a double-digit volume decline recorded. This was the outcome of high inflation rates in the home care market; the consequence of the economic crisis, and rising price points. Since these…

Supermarkets continued to see growth in 2022; however, it was lower than convenience and discounter formats, although results were more positive compared to hypermarkets. However, when seen in terms of proportional sales, supermarkets continue to…

Retail volume sales saw decline in 2022 due to the adverse economic conditions in the country. Soaring inflation has heavily impacted disposable income making these products unaffordable for some consumers. As a result, parents resorted to purchasing…

In 2022, retail tissue saw much lower volume growth due to the adverse economic conditions and high inflation rates in the country. Consumers’ disposable incomes have been comprised leading to less frequent purchases of retail tissue products. In…

A return to more active lifestyles, including participation in leisure and sporting activities, fuelled growth in sportwear in 2022, with sales benefitting from the reopening of gyms, sports clubs and associations. In addition, at-home workouts began…

Footwear saw modest growth in volume terms in 2022, following a strong recovery in 2021, with demand exceeding pre-pandemic levels. Sales of both men’s and women’s footwear were boosted by the return of consumers to their physical offices, at least…

Turkey’s consumer foodservice industry finally shook off the shackles of the COVID-19 pandemic during early 2022 after quarantine lockdowns and COVID-19 control measures were progressively lifted over the second half of 2021. However, the…

2022 was a challenging year for the Turkish home care landscape, with a steep increase in inflation rates partnering with decreased disposable incomes. This led consumers to limit their expenditure on home care products, either by reducing the…

Sales of womenswear saw robust growth in current value terms in 2022. However, this was mainly due to inflationary pressures, rather than any real upturn in demand. According to official figures, inflation hit a 25-year high in October 2022, fuelled…

Convenience retailers recorded strong retail value growth in 2022, the result of hyperinflation pushing up unit prices and leading to increased retail value sales. Convenience stores recorded the most significant growth due to interest and…

In 2022, sanitary protection saw retail volume sales decline following a sharp increase in average unit prices, making these products substantially less affordable for many females. Inflation soared whilst the devaluation of the Turkish Lira raised…

In 2022, dishwashing products registered a significantly lower retail volume growth in comparison to the review period. The deterioration of the economic conditions in the country and the devaluation of the Turkish Lira led to high double-digit unit…