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Beauty and Personal Care in Turkey

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    Report

  • 137 Pages
  • June 2022
  • Region: Turkey
  • Euromonitor International
  • ID: 2639191
Overall, beauty and personal care in Turkey demonstrated positive, albeit marginal volume growth in 2021. Demand for such products was influenced by several factors during the year. In the first half of the year, work-from-home arrangements remained in place, which placed a downward pressure on demand for colour cosmetics and men’s grooming products, amongst others.

This Beauty and Personal Care in Turkey report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Beauty and Personal Care market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Beauty and personal care in 2021: The big picture
  • 2021 key trends
  • Competitive landscape
  • Retailing developments
  • What next for beauty and personal care?
  • CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
  • CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
  • Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
  • Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
  • Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
  • Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
  • Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
  • Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
  • Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
  • Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
  • Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
  • Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
SOURCES
  • Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Retailers resort to discounts and promotions to entice consumers to return to stores
  • Apparel specialist retailers make their entry into mass beauty and personal care
  • L’Oréal and other multinationals remain the leading players in 2021, while Avon and other direct sellers are increasingly challenged
PROSPECTS AND OPPORTUNITIES
  • Economic uncertainty to benefit future sales of mass products
  • Amidst economic uncertainty, discounters is set to become a more important sales channel
  • Rising private label penetration due to its acceptable quality and economic prices
CATEGORY DATA
  • Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
  • Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
  • Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
  • Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
  • Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
  • Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • E-commerce helps premium brands secure sales
  • Manufacturers and retailers increasingly focus on sustainability
  • L’Oréal and Estée Lauder lead in 2021, with their primary strength in premium colour cosmetics and premium skin care
PROSPECTS AND OPPORTUNITIES
  • Further switch to affordable luxury brands due to uncertain future
  • Resumption of tourism to benefit future sales
  • Opportunities exist for products focusing on the needs of menopausal women and e-commerce
CATEGORY DATA
  • Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
  • Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
  • Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
  • Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
  • Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
  • Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Growing health awareness boosts demand for natural baby and child-specific products
  • Sales supported by parents’ greater attention to hygiene
  • Johnson & Johnson retains leading position thanks to innovation and new product development
PROSPECTS AND OPPORTUNITIES
  • Hygiene focus to continue over the forecast period
  • Further e-commerce dynamism expected
  • Growing demand for “free from” products made with natural ingredients
CATEGORY DATA
  • Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
  • Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
  • Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
  • Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
  • Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
  • Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
  • Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
  • Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
  • Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
  • Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
  • Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Consumer focus on hygiene, physical health and wellbeing continues to boost sales in 2021
  • Sustainability is key
  • Private label continues its dynamic growth in 2021
PROSPECTS AND OPPORTUNITIES
  • Hygiene concerns to remain high, boosting future bath and shower sales
  • The clean beauty trend and environmental concerns will force manufacturers to adapt their product formulae and packaging
  • Apparel specialist retailers make their entry into beauty and personal care
CATEGORY DATA
  • Table 34 Sales of Bath and Shower by Category: Value 2016-2021
  • Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
  • Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
  • Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
  • Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
  • Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
  • Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
  • Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
  • Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Mask wearing continues to negatively affect sales in 2021
  • Clean beauty trend makes its mark on colour cosmetics
  • L’Oréal maintains it lead with its wide brand portfolio and strong social media presence
PROSPECTS AND OPPORTUNITIES
  • Recovery expected with development of new formats and “free from” offers
  • Increased demand for sustainable and vegan products
  • Social media and influencers encourages consumers to adopt complicated regimes, incorporating multiple colour cosmetics
CATEGORY DATA
  • Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
  • Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
  • Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
  • Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
  • Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
  • Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
  • Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
  • Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
  • Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
  • Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
  • Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
DEODORANTS IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • A slow recovery for deodorants as consumers remained at home in the first half of the year
  • “Free from” trend sees consumers preferring more natural products
  • Nivea and Unilever lead, whilst private label share continues to improve
PROSPECTS AND OPPORTUNITIES
  • Perceived as more natural, demand for deodorant sticks is anticipated to drive value growth
  • Urban lifestyles ensure future growth
  • Innovation as consumers become more demanding and receptive towards additional functions
CATEGORY DATA
  • Table 54 Sales of Deodorants by Category: Value 2016-2021
  • Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
  • Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
  • Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
  • Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
  • Table 59 LBN Brand Shares of Premium Deodorants: % Value 2018-2021
  • Table 60 Forecast Sales of Deodorants by Category: Value 2021-2026
  • Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
  • Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Reopening of beauty salons places a downward pressure on sales of depilatories in 2021
  • Innovation focuses on skin-friendly formulas
  • Gillette maintains its lead with its well-recognised and trusted products in 2020
PROSPECTS AND OPPORTUNITIES
  • Declining purchasing power should encourage home beauty regimes, boosting future depilatory sales
  • Trend towards natural ingredients will continue
  • Competition from electronic hair removal devices
CATEGORY DATA
  • Table 63 Sales of Depilatories by Category: Value 2016-2021
  • Table 64 Sales of Depilatories by Category: % Value Growth 2016-2021
  • Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
  • Table 66 NBO Company Shares of Depilatories: % Value 2017-2021
  • Table 67 LBN Brand Shares of Depilatories: % Value 2018-2021
  • Table 68 Forecast Sales of Depilatories by Category: Value 2021-2026
  • Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENT
  • Hybrid working arrangements negatively affect sales of fragrances in 2021
  • High growth for mass unisex fragrances due to strong cologne demand during the pandemic
  • Avon maintains its lead in 2021 with its strong portfolio and innovation
PROSPECTS AND OPPORTUNITIES
  • Increased tourism to benefit future fragrances sales
  • Puig announces a new way to shop for fragrances
  • Companies expected to expand their product range to include cologne, driving future sales of unisex fragrances
CATEGORY DATA
  • Table 70 Sales of Fragrances by Category: Value 2016-2021
  • Table 71 Sales of Fragrances by Category: % Value Growth 2016-2021
  • Table 72 NBO Company Shares of Fragrances: % Value 2017-2021
  • Table 73 LBN Brand Shares of Fragrances: % Value 2018-2021
  • Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
  • Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
  • Table 76 Forecast Sales of Fragrances by Category: Value 2021-2026
  • Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Reopening of hairdressers and work-from-home arrangements negatively affect demand for hair care in 2021
  • Clean beauty trend boosts demand for free from hair care products
  • Unilever and other multinationals maintain the lead with their strong and well-known brands
PROSPECTS AND OPPORTUNITIES
  • Pandemic-era habits may continue, supporting future hair care sales
  • Solid shampoos are slowly, but steadily making it into the mainstream
  • Natural hair trend, supported by companies investing in new products
CATEGORY DATA
  • Table 78 Sales of Hair Care by Category: Value 2016-2021
  • Table 79 Sales of Hair Care by Category: % Value Growth 2016-2021
  • Table 80 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
  • Table 81 NBO Company Shares of Hair Care: % Value 2017-2021
  • Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
  • Table 83 LBN Brand Shares of Hair Care: % Value 2018-2021
  • Table 84 LBN Brand Shares of Colourants: % Value 2018-2021
  • Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
  • Table 86 LBN Brand Shares of Styling Agents: % Value 2018-2021
  • Table 87 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
  • Table 88 Forecast Sales of Hair Care by Category: Value 2021-2026
  • Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
  • Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Men’s shaving and men’s fragrances negatively affected by work-from-home arrangements in 2021
  • New products focus on changing trends
  • Gillette maintains its lead on the strength of its position in men’s razors and blades
PROSPECTS AND OPPORTUNITIES
  • Skin care and hair care to benefit from rising consumer demand
  • Mass retailers will continue to dedicate shelf space to men’s grooming ranges
  • Multipurpose products expected to appeal to millennial male consumers
CATEGORY DATA
  • Table 91 Sales of Men’s Grooming by Category: Value 2016-2021
  • Table 92 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
  • Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
  • Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
  • Table 95 NBO Company Shares of Men’s Grooming: % Value 2017-2021
  • Table 96 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
  • Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
  • Table 98 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
  • Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Unit price surge deters consumers, impacting volume sales in 2021
  • Trend of natural and multipurpose products
  • GlaxoSmithKline leads oral care in 2021
PROSPECTS AND OPPORTUNITIES
  • Rising consumer awareness of dental hygiene to support future sales
  • Increased demand for organic and natural products
  • E-commerce set to continue its dynamic growth
CATEGORY DATA
  • Table 100 Sales of Oral Care by Category: Value 2016-2021
  • Table 101 Sales of Oral Care by Category: % Value Growth 2016-2021
  • Table 102 Sales of Toothbrushes by Category: Value 2016-2021
  • Table 103 Sales of Toothbrushes by Category: % Value Growth 2016-2021
  • Table 104 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
  • Table 105 NBO Company Shares of Oral Care: % Value 2017-2021
  • Table 106 LBN Brand Shares of Oral Care: % Value 2018-2021
  • Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
  • Table 108 LBN Brand Shares of Toothpaste: % Value 2018-2021
  • Table 109 Forecast Sales of Oral Care by Category: Value 2021-2026
  • Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
  • Table 111 Forecast Sales of Toothbrushes by Category: Value 2021-2026
  • Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Cleansers and moisturisers support volume growth in skin care
  • Demand for natural and vegan certified products
  • L’Oréal and Nivea Beiersdorf remain the leading skin care players in 2021, accounting for double-digit value shares in an otherwise fragmented landscape
PROSPECTS AND OPPORTUNITIES
  • Mass and private label players and chemists/pharmacists to continue to expand their skin care ranges with value-added products
  • Expected increased demand for sustainable products
  • Demand for local products and dermocosmetics
CATEGORY DATA
  • Table 113 Sales of Skin Care by Category: Value 2016-2021
  • Table 114 Sales of Skin Care by Category: % Value Growth 2016-2021
  • Table 115 NBO Company Shares of Skin Care: % Value 2017-2021
  • Table 116 LBN Brand Shares of Skin Care: % Value 2018-2021
  • Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
  • Table 118 LBN Brand Shares of Anti-agers: % Value 2018-2021
  • Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
  • Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
  • Table 121 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
  • Table 122 Forecast Sales of Skin Care by Category: Value 2021-2026
  • Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS
  • Lifting of travel restrictions boosts sales in 2021
  • Increasingly popularity of high SPF and anti-ageing products
  • Nivea maintains its lead in sun care with its stalwart Nivea Sun brand
PROSPECTS AND OPPORTUNITIES
  • Growing awareness of the importance of sun protection to support future sales
  • Growth of natural ingredients and dermocosmetics
  • Share gain of affordable and effective private label products in a time of declining purchasing power
CATEGORY DATA
  • Table 124 Sales of Sun Care by Category: Value 2016-2021
  • Table 125 Sales of Sun Care by Category: % Value Growth 2016-2021
  • Table 126 NBO Company Shares of Sun Care: % Value 2017-2021
  • Table 127 LBN Brand Shares of Sun Care: % Value 2018-2021
  • Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
  • Table 129 Forecast Sales of Sun Care by Category: Value 2021-2026
  • Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026