In 2024, Turkey’s tobacco market experienced mixed dynamics shaped by macroeconomic volatility, evolving consumer habits, and rigid regulatory constraints. The industry continues to operate within a tightly controlled framework, with bans on e-vapour products and heated tobacco remaining in effect. Nonetheless, illicit sales through online channels and tobacco shops persist, exposing enforcement gaps. Although global health awareness and the de-normalisation of tobacco use continue to grow, Turk

Cigarette sales remained resilient in 2024, buoyed by strong demand for premium products and the continued influence of immigration-driven consumption. Despite rising inflation and significant increases in average unit prices, premium brands such as Marlboro and Parliament retained a loyal consumer base and remained key growth drivers for the category. These brands benefitted from entrenched brand equity and a perception of superior quality, especially among higher-income smokers and status-orie

Both cigars and cigarillos and smoking tobacco experienced significant retail volume declines in 2024, as consumers continued to grapple with reduced purchasing power amid persistent economic challenges. Although cigars and cigarillos are generally consumed by higher-income groups, price sensitivity still affected demand, with even affluent consumers showing more restraint due to sharp unit price hikes. Nonetheless, the decline in sales was tempered somewhat by a wave of new product launches, in

As of the end of 2024, the sale of smokeless tobacco, e-vapour products, and heated tobacco devices remains strictly prohibited in Turkey. This stance is enforced under Presidential Decree No. 2149, which came into effect on 25 February 2020, banning the importation, distribution, and sale of all related products, including liquids, components, and devices. The decree is supported by Law No. 5607, which regulates the handling of prohibited goods and outlines severe penalties for violations. Thes

Consumer Lifestyles provides valuable insights into the key attitudes and current perspectives of consumers, and how these influence their purchasing and consumption behaviours. It quantifies consumer behaviours, preferences and motivations, aligning them with broader trends.

Values sales of home furnishings experienced further, but slowed, growth in 2024 due to high inflation. Volume sales, meanwhile, recorded a marked decline as a result of a complex interplay of macroeconomic pressures, restricted financial access, and shifting consumer behaviour. This trend is having a significant dampening effect on the overall home and garden industry, particularly the indoor furniture segment. Persistent inflation and currency volatility have led to a spike in raw material and

In 2024, the home and garden industry in Turkey was significantly influenced by persistent inflation and economic uncertainty, which shaped consumer behaviour across all categories. Gardening recorded strong current value growth as prices surged amid inflation. Despite rising costs, demand remained resilient, with consumers continuing to view gardening as a therapeutic and rewarding hobby. Home furnishings also experienced significant current value growth, driven by inflation; however, volume sa

In 2024, value sales of homewares continued to grow, although at a slower pace compared to the previous year. Rising costs of key materials, such as ceramic, porcelain and glass, significantly increased production expenses, which in turn led to higher retail prices and heightened consumer price sensitivity. In response, the market saw a sustained presence of more affordable, lower-quality homeware products aimed at budget-conscious consumers, which affected overall value growth. Additionally, ne

According to the Turkish Statistical Institute (TURKSTAT), Turkey’s inflation rate was 58.5% in 2024, which resulted in price across various categories, including gardening. Consequently, value sales of gardening products rose significantly. Growth was also drive by the rising popularity of gardening due to the increasing availability of gardening products in mainstream channels. Supermarkets and other grocery retailers now commonly stock seeds, soil, pots, and basic gardening tools, especially

Current value sales of home improvement increased in Turkey during 2024, primarily due to the rising cost of hiring handymen and tradespeople. A broader cultural shift toward self-sufficiency, especially among middle-income urban households, also drove demand. However, while the DIY trend increased consumer interest in owning home improvement items such as power tools, volume growth was impacted by the persistently high prices of quality tools, especially those of imported brands like Bosch and

The other pet food category in Turkey faces slower growth in 2025 amid weaker overall demand. Bird food is the largest category by volume, with the number of pet birds in Turkey rising only marginally in 2025. There is a strong tradition of keeping pet birds in Turkey, especially species like canaries and budgerigars, which is supported by urbanisation and the psychological benefits of having birds as pets. Compared to cats and dogs, birds have lower maintenance costs, which makes them an attrac

Pet products in Turkey is experiencing robust growth in 2025, largely driven by the pet humanisation trend. One of the most striking examples of this trend in Turkey is the increasing demand for dog clothing in other pet products. The rise of e-commerce has made a wide variety of pet apparel more accessible, ranging from sweaters and boots to stylish bandanas. Many pet owners view their pets as an extension of themselves and enjoy coordinating accessories, leading to a surge in customised and fa

In 2025, Turkey continues to see a growing preference for cats over dogs, which is driving demand for cat food. Cats are increasingly favoured by urban dwellers due to their relatively low maintenance, requiring less space, food, and attention compared to dogs. Their independent lifestyle aligns well with the fast-paced lives of many local pet owners, particularly millennials, who are adopting cats as a source of emotional support amidst economic difficulties and political uncertainties. With ri

Dog food in Turkey is witnessing strong but slower growth compared to recent years. Living costs in Turkey continue to soar in 2025 with reduced purchasing power leading many consumers to trade down to cheaper brands and private label dog food. Feeding a dog, especially a medium- or large-size dog, is becoming more expensive. Most consumers rely on dry dog food, which is the largest category in Turkey. While all segments of dog food are on the rise in 2025, economy dry dog food is growing more r

Pet care sales in Turkey continue to grow at a dynamic pace in 2025, both in volume and value terms. Current value growth is driven by high inflation and the premiumisation trend, while rising pet ownership supports volume growth. Growing health awareness and the desire to prolong the life of pets is fuelling demand for therapeutic and functional products which address certain health issues, such as joint problems and kidney problems. Consumers are not displaying loyalty to one particular brand

Sun care in Turkey posted stronger retail volume growth in 2024, compared with 2023. This helped to stimulate faster retail current value growth, albeit heavily enhanced by high inflationary pressure on prices. Fuelled by the increasing cost-of-living and a preference for simplified routines in Istanbul, Turkish consumers showed a growing inclination towards sun care products that offered multiple benefits, such as the incorporation of skin care properties. This significantly boosted the demand

In 2024, beauty and personal care in Turkey registered dynamic retail current value growth. This was largely due to very high inflation, although retail volume sales rose. Inflation and interest rates remained very high in 2024, dampening consumer spending. Due to the economic crisis in Turkey, price-sensitive consumers were increasingly drawn to lower-priced products. However, more affluent consumers continued to opt for premium or luxury items. As travel patterns started to normalise across th

Retail current value sales of depilatories in Turkey rose dynamically in 2024. While high inflationary pressure on prices skewed retail value sales, all categories of depilatories posted strong increases in retail volume sales. Salon visits are on the rise, following the downturn during the COVID-19 crisis, but budget constraints are driving many consumers to maintain their at-home hair removal routines. Depilatories are held to offer a more affordable alternative to salon visits, creating a con

Hair care in Turkey also benefited from strong inflationary pressure on prices to register dynamic retail current value growth in 2024. While inflation showed signs of easing, the cost of hair care products continued to rise in Turkey. This economic pressure impacted consumer spending habits, with a marginal overall drop in retail volume sales recorded in 2024. Many consumers were forced to trade down to more affordable options, prioritising essential hair care products and forgoing non-essentia

Retail current value sales of oral care in Turkey enjoyed further dynamic growth in 2024. However, despite strong retail volume growth, inflationary pressure on prices skewed the retail current value growth performance. Oral care essentials included toothpaste, manual toothbrushes and increasingly mouthwashes and dental floss. As the focus on preventative health and overall wellbeing increased, more consumers adopted a routine of brushing teeth twice a day and incorporating dental floss and mout

Bath and shower in Turkey saw dynamic retail current value growth in 2024. There was a notable surge in prices, primarily driven by high inflationary pressures. The annual inflation rate reached a peak in May 2024, significantly impacting the cost of consumer goods, including bath and shower items. The depreciation of the Turkish lira increased the cost of imported raw materials essential for the manufacture of soaps and other bah and shower products. Additionally, rising energy prices and incre

In 2024, deodorants in Turkey also posted dynamic retail current value growth, supported by strong inflationary pressure on prices. However, demand also rose, aided by factors like urbanisation and evolving consumer preferences. Rising urbanisation and increasing disposable incomes have heightened awareness of personal hygiene, leading to a greater demand for deodorants. Additionally, the influence of lifestyle trends amid growing exposure to social media encouraged the adoption of deodorants th

While skin care in Turkey registered strong retail volume growth in 2024, the dynamic increase in retail current value sales owed most to the effects of high inflation on prices. Nonetheless, skin care in Turkey continued to see an emphasis on the themes of premiumisation, self-care, and science-backed efficacy. Turkish consumers increasingly looked for products with dermocosmetic influences. They actively searched for ingredients with proven benefits, such as hyaluronic acid and niacinamide, mi

Colour cosmetics in Turkey recorded dynamic retail current value growth in 2024, driven by several key factors beyond strong inflationary pressure on prices. For example, as consumers returned to the workplace and social events and out-of-home lifestyles in the post-COVID-19 period, there were more opportunities to use colour cosmetics. Meanwhile, the category benefited from regulatory standards for cosmetics safety and quality, investments in research and development for advanced dye solutions