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This Megatrends report highlights long-term trends resulting from shifts in consumer values and behaviour. It provides a summary of each of Euromonitor International's eight focus megatrends and insights as to how each trend has manifested in Turkey.
Euromonitor's Megatrends in Turkey report analyses factors influencing national consumer expenditure. Consumer lifestyles reports include coverage of: population, urban development, home ownership, household profiles, labour, income, consumer and family expenditure, health, education, eating habits, drinking habits, shopping habits, personal grooming, clothing, leisure habits, savings and investments, media, communication, transport and travel and tourism. Use this report to understand the factors influencing a nation's lifestyle choices.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Megatrends 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
The drivers shaping consumer behaviour
Megatrends Framework
Businesses harness megatrends to renovate, innovate and disrupt
Digital living
BiP introduces new features to its messaging platform
Turks use apps for a wide range of daily activities
Video games are popular among consumers of all ages
Most Turks are protective of their personal data
Baby boomers pay the most attention to data settings
Friends and family remain the most trusted source of information
Return to face-to-face activities expected post-pandemic
Experience more
New mobile-first TV platform appeals to consumers on the go
Turks embrace all types of experience
Baby boomers are the most willing to spend money on experiences
Online socialising is more common than face-to-face amid pandemic
Safety and relaxation are the most sought-after travel features
Baby boomers are the most enthusiastic to resume face-to-face activities
Middle class reset
VavaCars reinvents the used car buying experience
Turkish shoppers are not as enamoured with bargains as global peers
Baby boomers are the most discerning shoppers
Repurposing loses its stigma
Generation Z are most likely to be looking to reduce purchases
Premiumisation
Upscale restaurant launches dark kitchen concept amid pandemic
Turks have a strong preference for tailored experiences
Baby boomers are the most individualistic cohort
Older consumers research products before buying
Consumers seek novelty, quality and comfort
Shifting market frontiers
IKEA to shift more production to Turkey to alleviate supply problems
Turkey continues to see an influx of international products
Almost two fifths of Generation Z expect to work abroad in future
Baby boomers are the most eager to support local business
Shopping reinvented
Turkey's leading shopping platform Trendyol set for further growth
Smartphones are fast becoming the shopping channel of choice
Turks are increasing their digital interaction with brands
Millennials are most likely to buy things on social media
Sustainable living
Ottan Studio produces items made from upcycled organic materials
Over three quarters of Turks give back to those in need
Reducing plastics use is the top environmental concern
Consumers want to make their voice heard
Biodegradable and recyclable packaging are considered most sustainable
Wellness
Vivident launches new range of functional gum with added vitamins
Turks are taking a more proactive approach to health
Baby boomers are the most physically active cohort
Herbal remedies and massage are the most common antidotes to stress
Turks are embracing health tech
Consumers are taking more safety precautions amid pandemic
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