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COVID-19 has dampened economic prospects in Turkey for 2020. There was a direct hit to consumer confidence in Q2 of the year as the first case was seen at the end of Q1 (11 March). Like many countries that have implemented lockdown measures, stores providing goods deemed to be non-essential closed their doors. Some beauty and personal care categories, such as soap and mass unisex fragrances (cologne), have benefited from the COVID-19 crisis due to an increased consumer focus on hygiene. At the b...
Euromonitor International's 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 2016-2020, allowing you to identify the sectors driving growth. Forecasts to 2025 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
List Of Contents And Tables
EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Company response
Retailing shift
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2017-2025
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2015-2020 Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2016-2020 Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2017-2020 Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2015-2020 Table 7 Distribution of Beauty and Personal Care by Format: % Value 2015-2020 Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2020-2025 Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesMASS BEAUTY AND PERSONAL CARE IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Shift to masstige pharmacy products during the COVID-19 pandemic
Cologne sales take off as it acts as a disinfectant
L'Oreal and other multinationals remain the leading players in 2020, while Avon and other direct sellers are increasingly challenged
RECOVERY AND OPPORTUNITIES
Economic uncertainty to benefit future sales of mass products
Procter & Gamble set to increase its investment in Turkey
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 2015-2020 Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2016-2020 Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2017-2020 Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2020-2025 Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2020-2025PREMIUM BEAUTY AND PERSONAL CARE IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Premium sales impacted by consumer spending caution and travel ban in 2020
Tekin Acar files for bankruptcy in January 2020
L'Oreal and Estee Lauder lead in 2020, with their primary strength in premium colour cosmetics and premium skin care
RECOVERY AND OPPORTUNITIES
Further switch to affordable luxury brands due to uncertain future
Delayed launches and 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 2015-2020 Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2016-2020 Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2017-2020 Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2020-2025 Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2020-2025BABY AND CHILD-SPECIFIC PRODUCTS IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Sales supported by parents' greater attention to hygiene due to COVID-19
New products and advertisements focus on hygiene
Local player Kopas Kozmetik Pazarlama takes the lead from Johnson & Johnson in 2020
RECOVERY 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 2015-2020 Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2015-2020 Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2015-2020 Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2016-2020 Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2017-2020 Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2017-2020 Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2017-2020 Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2017-2020 Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2020-2025 Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2020-2025 Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2020-2025BATH AND SHOWER IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Consumer focus on hygiene, physical health and well-being boosts sales in 2020
New products appeal to increasingly hygiene-focused consumers
Private continues its dynamic growth in 2020
RECOVERY AND OPPORTUNITIES
Hygiene concerns to remain high, boosting future bath and shower sales
Companies to continue to expand their ranges
Rising private label share as consumers demand value for money products
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2015-2020 Table 35 Sales of Bath and Shower by Category: % Value Growth 2015-2020 Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2015-2020 Table 37 NBO Company Shares of Bath and Shower: % Value 2016-2020 Table 38 LBN Brand Shares of Bath and Shower: % Value 2017-2020 Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2017-2020 Table 40 Forecast Sales of Bath and Shower by Category: Value 2020-2025 Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2020-2025 Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2020-2025COLOUR COSMETICS IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Lockdowns, home seclusion and social distancing significantly impact sales in 2020
Retailers adapt to COVID-19
L'Oreal maintains it lead with its wide brand portfolio and strong social media presence
RECOVERY 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 2015-2020 Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2015-2020 Table 45 NBO Company Shares of Colour Cosmetics: % Value 2016-2020 Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2017-2020 Table 47 LBN Brand Shares of Eye Make-up: % Value 2017-2020 Table 48 LBN Brand Shares of Facial Make-up: % Value 2017-2020 Table 49 LBN Brand Shares of Lip Products: % Value 2017-2020 Table 50 LBN Brand Shares of Nail Products: % Value 2017-2020 Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2017-2020 Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2020-2025 Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2020-2025DEODORANTS IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
2020 sales impacted by lockdown and more time spent at home
"Free from" trend sees consumers preferring more natural products
Nivea and Unilever lead, whilst private label share continues to improve
RECOVERY AND OPPORTUNITIES
A temporary decline due to lockdown
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 2015-2020 Table 55 Sales of Deodorants by Category: % Value Growth 2015-2020 Table 56 Sales of Deodorants by Premium vs Mass: % Value 2015-2020 Table 57 NBO Company Shares of Deodorants: % Value 2016-2020 Table 58 LBN Brand Shares of Deodorants: % Value 2017-2020 Table 59 LBN Brand Shares of Premium Deodorants: % Value 2017-2020 Table 60 Forecast Sales of Deodorants by Category: Value 2020-2025 Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2020-2025 Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2020-2025DEPILATORIES IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Beauty salon closures support sales of depilatories in 2020
Innovation in 2020 focuses on skin-friendly formulas
Gillette maintains its lead with its well-recognised and trusted products in 2020
RECOVERY AND OPPORTUNITIES
Declining purchasing power should encourage home beauty regimes, boosting future depilatory sales
Male market potential with the further introduction of new products to meet the growing demand
Multipurpose product launches set to perform well, offering convenience and care
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2015-2020 Table 64 Sales of Depilatories by Category: % Value Growth 2015-2020 Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 66 NBO Company Shares of Depilatories: % Value 2016-2020 Table 67 LBN Brand Shares of Depilatories: % Value 2017-2020 Table 68 Forecast Sales of Depilatories by Category: Value 2020-2025 Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2020-2025FRAGRANCES IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Social distancing, store closures and reduced tourism impact sales in 2020
High growth for mass unisex fragrances due to strong cologne demand during the pandemic
Avon maintains its lead in 2020 with its strong portfolio and innovation
RECOVERY 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 2015-2020 Table 71 Sales of Fragrances by Category: % Value Growth 2015-2020 Table 72 NBO Company Shares of Fragrances: % Value 2016-2020 Table 73 LBN Brand Shares of Fragrances: % Value 2017-2020 Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2017-2020 Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2017-2020 Table 76 Forecast Sales of Fragrances by Category: Value 2020-2025 Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2020-2025HAIR CARE IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Salon professional hair care significantly impacted by lockdown and social distancing in 2020
Purple and blue shampoo trend
Unilever and other multinationals maintain the lead with their strong and well-known brands
RECOVERY AND OPPORTUNITIES
Pandemic-era habits may continue, supporting future hair care sales
Growing demand for products with natural ingredients due to rising consumer awareness of the negative effects of chemicals
Natural hair trend, supported by companies investing in new products
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2015-2020 Table 79 Sales of Hair Care by Category: % Value Growth 2015-2020 Table 80 Sales of Hair Care by Premium vs Mass: % Value 2015-2020 Table 81 NBO Company Shares of Hair Care: % Value 2016-2020 Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2016-2020 Table 83 LBN Brand Shares of Hair Care: % Value 2017-2020 Table 84 LBN Brand Shares of Colourants: % Value 2017-2020 Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2017-2020 Table 86 LBN Brand Shares of Styling Agents: % Value 2017-2020 Table 87 LBN Brand Shares of Premium Hair Care: % Value 2017-2020 Table 88 Forecast Sales of Hair Care by Category: Value 2020-2025 Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2020-2025 Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2020-2025MEN'S GROOMING IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Men's shaving and non-essential products impacted by COVID-19 in 2020
New products focus on hygiene needs and changing trends
Gillette maintains its lead on the strength of its position in men's razors and blades
RECOVERY 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 2015-2020 Table 92 Sales of Men's Grooming by Category: % Value Growth 2015-2020 Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2016-2020 Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2017-2020 Table 95 NBO Company Shares of Men's Grooming: % Value 2016-2020 Table 96 LBN Brand Shares of Men's Grooming: % Value 2017-2020 Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2017-2020 Table 98 Forecast Sales of Men's Grooming by Category: Value 2020-2025 Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2020-2025ORAL CARE IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Unit price surge deters consumers, impacting volume sales in 2020
Trend of natural and multipurpose products
Colgate-Palmolive takes over the lead from GlaxoSmithKline in 2020
RECOVERY 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 2015-2020 Table 101 Sales of Oral Care by Category: % Value Growth 2015-2020 Table 102 Sales of Toothbrushes by Category: Value 2015-2020 Table 103 Sales of Toothbrushes by Category: % Value Growth 2015-2020 Table 104 Sales of Toothpaste by Type: % Value Breakdown 2016-2020 Table 105 NBO Company Shares of Oral Care: % Value 2016-2020 Table 106 LBN Brand Shares of Oral Care: % Value 2017-2020 Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2017-2020 Table 108 LBN Brand Shares of Toothpaste: % Value 2017-2020 Table 109 Forecast Sales of Oral Care by Category: Value 2020-2025 Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2020-2025 Table 111 Forecast Sales of Toothbrushes by Category: Value 2020-2025 Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2020-2025SKIN CARE IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Facial cleansers and masks benefit from COVID-19 in 2020
Demand for local products and dermocosmetics
L'Oreal and Nivea Beiersdorf remain the leading skin care players in 2020, accounting for double-digit value shares in an otherwise fragmented landscape
RECOVERY 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
Hyaluronic acid popularity thanks to its skin hydration and anti-ageing effects
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2015-2020 Table 114 Sales of Skin Care by Category: % Value Growth 2015-2020 Table 115 NBO Company Shares of Skin Care: % Value 2016-2020 Table 116 LBN Brand Shares of Skin Care: % Value 2017-2020 Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2017-2020 Table 118 LBN Brand Shares of Anti-agers: % Value 2017-2020 Table 119 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2017-2020 Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2017-2020 Table 121 LBN Brand Shares of Premium Skin Care: % Value 2017-2020 Table 122 Forecast Sales of Skin Care by Category: Value 2020-2025 Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2020-2025SUN CARE IN TURKEY
KEY DATA FINDINGS
2020 IMPACT
Lockdown and travel restrictions due to COVID-19 negatively impact sales in 2020
Increasingly popularity of high SPF and anti-ageing products
Nivea maintains its lead in sun care with its stalwart Nivea Sun brand
RECOVERY AND OPPORTUNITIES
Lifting of travel restrictions and 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 2015-2020 Table 125 Sales of Sun Care by Category: % Value Growth 2015-2020 Table 126 NBO Company Shares of Sun Care: % Value 2016-2020 Table 127 LBN Brand Shares of Sun Care: % Value 2017-2020 Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2017-2020 Table 129 Forecast Sales of Sun Care by Category: Value 2020-2025 Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2020-2025