Mass beauty and personal care in Turkey is projected to see a small dip in retail value (constant 2024 prices) sales in 2025, before rebounding to post strong growth through the remainder of the forecast period. Consumer price-sensitivity is expected to continue as inflationary pressures are anticipated to persist, drawing Turkish consumers to mass products in beauty and personal care over those which have a more premium positioning.
Following the COVID-19 pandemic, a significant shift was observed in consumer purchasing behaviour within beauty and personal care in Turkey. This was particularly visible in mass categories.
In response to high inflation and increasing consumer price-sensitivity in Turkey, many mass brands have seen the introduction of miniature or travel-sized versions to attract value-conscious customers. These mini formats offer more affordable entry points, allowing consumers to continue to purchase preferred brands despite budget constraints.
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Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care 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 Mass Beauty and Personal Care 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.
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsThis report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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