Beauty and Personal Care in Turkey
Euromonitor International
June 2020

List OF CONTENTS AND TABLES

EXECUTIVE SUMMARY
COVID-19 impact on beauty and personal care
COVID-19 country impact
Three separate events impact Turkey’s beauty and personal care market in 2019, two affecting unit prices and one imposing further restrictions on “free from” claims
Multinational players continue to dominate the market, but dermocosmetic brands and private label gain ground in 2019 and domestic players remain a strong force
Post-COVID-19 Turkey’s beauty and personal care market is set to see strong current value growth in all categories over the forecast period
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2017-2024
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2016-2024
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2014-2019
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2015-2019
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2016-2019
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2014-2019
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2014-2019
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2019
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2019-2024
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
HEADLINES
PRE-COVID-19 PERFORMANCE
Mass beauty and personal care sees strong value growth in 2019, led by colour cosmetics, which was supported by new launches in eye make-up and lip products
Health and beauty specialist retailers lead, but distribution widens as private label, fashion retailers further expand beauty and personal care offers in 2019
L’Oréal and other multinationals remain the leading players in the mass arena in 2019, while Avon and other direct sellers are increasingly challenged
2020 AND BEYOND
COVID-19 impact
Affected products within mass beauty and personal care
Recovery and opportunities
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2014-2019
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2015-2019
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2016-2019
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Premium fragrances become the locomotive of premium beauty and personal care in 2019, as men’s, women’s and unisex fragrances continue to make strong gains
Turkish players make efforts to reduce the impact of depreciated Turkish lira on premium sales to domestic tourists while tourist spending is undeterred in 2019
L’Oréal and Estée Lauder are the leading premium brands in Turkey in 2019, with primary strength in premium colour cosmetics and premium skin care
2020 AND BEYOND
COVID-19 impact
Affected products within premium beauty and personal care
Recovery and opportunities
CATEGORY DATA
Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2014-2019
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2014-2019
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2015-2019
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2016-2019
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
As Turkish parents become more aware of and interested in baby and child-specific products, they increasingly embrace the convenience of online shopping in 2019
Growing demand seen for “free from” products made with natural ingredients and for medicated and dermocosmetics baby and child-specific products in 2019
Johnson & Johnson and Kopas Kozmetik Pazarlama maintain their leading value shares in 2019 on the strength of their Johnson’s Baby and Dalin brands
2020 AND BEYOND
COVID-19 impact
Affected products within baby and child-specific products
Recovery and opportunities
CATEGORY DATA
Table 23 Sales of Baby and Child-specific Products by Category: Value 2014-2019
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2014-2019
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2014-2019
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2015-2019
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2016-2019
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2016-2019
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2016-2019
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2016-2019
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2019-2024
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Rising unit prices reflect growing demand for sophisticated new bath and shower options, especially among younger urban consumers, in 2019
Players respond to greater demand for natural ingredients and greater concern for sustainability by seeking to guarantee the origin and quality of their products in 2019
Private label bath and shower products continue to challenge major brands of category leaders and direct sellers by offering better value and large packaging
2020 AND BEYOND
COVID-19 impact
Affected products within bath and shower
Recovery and opportunities
CATEGORY DATA
Table 34 Sales of Bath and Shower by Category: Value 2014-2019
Table 35 Sales of Bath and Shower by Category: % Value Growth 2014-2019
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2014-2019
Table 37 NBO Company Shares of Bath and Shower: % Value 2015-2019
Table 38 LBN Brand Shares of Bath and Shower: % Value 2016-2019
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2016-2019
Table 40 Forecast Sales of Bath and Shower by Category: Value 2019-2024
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2019-2024
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Numerous product expansions online promotion of colour cosmetics lead to higher value growth, especially for lipstick, BB/CC creams and mascara in 2019
With popular offers in premium and mass segments and having established a strong presence on social media platforms, L’Oréal remains the top player in 2019
Eye make-up and lip products are the most notable new colour cosmetics launches in Turkey in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within colour cosmetics
Recovery and opportunities
CATEGORY DATA
Table 43 Sales of Colour Cosmetics by Category: Value 2014-2019
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2014-2019
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2015-2019
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2016-2019
Table 47 LBN Brand Shares of Eye Make-up: % Value 2016-2019
Table 48 LBN Brand Shares of Facial Make-up: % Value 2016-2019
Table 49 LBN Brand Shares of Lip Products: % Value 2016-2019
Table 50 LBN Brand Shares of Nail Products: % Value 2016-2019
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2016-2019
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2019-2024
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Deodorant sales continue to rise in 2019, in line with higher interest in personal hygiene and urban lifestyles that prompt a greater desire to smell good
While sprays and roll-ons continued to account for the highest percentage of sales, stick deodorants and deodorant pumps see new product advancements in 2019
Nivea and Unilever strengthen their leading value shares in 2019 and private label share continues to improve, due to retail chains’ NPDs and frequent promotions
2020 AND BEYOND
COVID-19 impact
Affected products within deodorants
Recovery and opportunities
CATEGORY DATA
Table 54 Sales of Deodorants by Category: Value 2014-2019
Table 55 Sales of Deodorants by Category: % Value Growth 2014-2019
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2014-2019
Table 57 NBO Company Shares of Deodorants: % Value 2015-2019
Table 58 LBN Brand Shares of Deodorants: % Value 2016-2019
Table 59 LBN Brand Shares of Premium Deodorants: % Value 2016-2019
Table 60 Forecast Sales of Deodorants by Category: Value 2019-2024
Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2019-2024
Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Value sales of depilatories rise in 2019 as new launches concentrate on convenient application, time efficiency and sense of having professional care at home
Unit prices continue to rise in line with ongoing development of innovative and expensive waxing products in 2019
Gillette and Kopas Kozmetik Pazarlama maintain their leads in women’s razors and blades and hair removers/bleaches, respectively in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within depilatories
Recovery and opportunities
CATEGORY DATA
Table 63 Sales of Depilatories by Category: Value 2014-2019
Table 64 Sales of Depilatories by Category: % Value Growth 2014-2019
Table 65 Sales of Women’s Razors and Blades by Type: % Value Breakdown 2015-2019
Table 66 NBO Company Shares of Depilatories: % Value 2015-2019
Table 67 LBN Brand Shares of Depilatories: % Value 2016-2019
Table 68 Forecast Sales of Depilatories by Category: Value 2019-2024
Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Fragrances continues to profit from changing lifestyles, growing density of millennials, Middle Eastern tourists, and increased use of e-commerce in 2019
While polarisation increases in the fragrances arena, there has been a noticeable demand for niche perfumes and environmentally friendly products/packaging in 2019
Avon remains the leading player, but faces increased competition from other international and domestic retailers’ private labels and direct sellers in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within fragrances
Recovery and opportunities
CATEGORY DATA
Table 70 Sales of Fragrances by Category: Value 2014-2019
Table 71 Sales of Fragrances by Category: % Value Growth 2014-2019
Table 72 NBO Company Shares of Fragrances: % Value 2015-2019
Table 73 LBN Brand Shares of Fragrances: % Value 2016-2019
Table 74 LBN Brand Shares of Premium Men’s Fragrances: % Value 2016-2019
Table 75 LBN Brand Shares of Premium Women’s Fragrances: % Value 2016-2019
Table 76 Forecast Sales of Fragrances by Category: Value 2019-2024
Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Hair care landscape sees growing demand for organic, natural and eco-friendly products, resulting in a plethora of new, related products in 2019
New products focus on scalp health and sustainably produced hair care with herbal and other natural ingredients in 2019
Benefiting from high brand recognition, Unilever and other multinationals maintain leading positions, but local companies and private label also gain ground in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within hair care
Recovery and opportunities
CATEGORY DATA
Table 78 Sales of Hair Care by Category: Value 2014-2019
Table 79 Sales of Hair Care by Category: % Value Growth 2014-2019
Table 80 Sales of Hair Care by Premium vs Mass: % Value 2014-2019
Table 81 NBO Company Shares of Hair Care: % Value 2015-2019
Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2015-2019
Table 83 LBN Brand Shares of Hair Care: % Value 2016-2019
Table 84 LBN Brand Shares of Colourants: % Value 2016-2019
Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2016-2019
Table 86 LBN Brand Shares of Styling Agents: % Value 2016-2019
Table 87 LBN Brand Shares of Premium Hair Care: % Value 2016-2019
Table 88 Forecast Sales of Hair Care by Category: Value 2019-2024
Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2019-2024
Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
As an increasing number of Turkish men show interest in men’s grooming products beyond razors and blades, men’s toiletries performs particularly well in 2019
Increasing demand drives mass retailers to dedicate more shelf space to men’s grooming in 2019
While Gillette maintains its lead on the strength of its position in men’s razors and blades, domestic players and private label perform well in distinct categories
2020 AND BEYOND
COVID-19 impact
Affected products within men’s grooming
Recovery and opportunities
CATEGORY DATA
Table 91 Sales of Men’s Grooming by Category: Value 2014-2019
Table 92 Sales of Men’s Grooming by Category: % Value Growth 2014-2019
Table 93 Sales of Men’s Razors and Blades by Type: % Value Breakdown 2015-2019
Table 94 Sales of Men’s Skin Care by Type: % Value Breakdown 2016-2019
Table 95 NBO Company Shares of Men’s Grooming: % Value 2015-2019
Table 96 LBN Brand Shares of Men’s Grooming: % Value 2016-2019
Table 97 LBN Brand Shares of Men’s Razors and Blades: % Value 2016-2019
Table 98 Forecast Sales of Men’s Grooming by Category: Value 2019-2024
Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
New product developments in toothpaste reflect trending interest in naturally sourced and activated charcoal ingredients in 2019
In line with rising demand for oral care targeting babies and children, companies respond with age-appropriate packaging featuring cartoon characters in 2019
Multinational brands continued to dominate value sales of oral care, but private label also gains traction – and sees a value share increase – in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within oral care
Recovery and opportunities
CATEGORY DATA
Table 100 Sales of Oral Care by Category: Value 2014-2019
Table 101 Sales of Oral Care by Category: % Value Growth 2014-2019
Table 102 Sales of Toothbrushes by Category: Value 2014-2019
Table 103 Sales of Toothbrushes by Category: % Value Growth 2014-2019
Table 104 Sales of Toothpaste by Type: % Value Breakdown 2015-2019
Table 105 NBO Company Shares of Oral Care: % Value 2015-2019
Table 106 LBN Brand Shares of Oral Care: % Value 2016-2019
Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2016-2019
Table 108 LBN Brand Shares of Toothpaste: % Value 2016-2019
Table 109 Forecast Sales of Oral Care by Category: Value 2019-2024
Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2019-2024
Table 111 Forecast Sales of Toothbrushes by Category: Value 2019-2024
Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Players consider millennials a key target and respect their preferences for “clean” brands, but they also focus on meeting higher demand for dermocosmetics in 2019
Turkish market sees a plethora of new, specialised and innovative skin care products arrive in 2019
L’Oréal and Nivea Beiersdorf remain the leading skin care players in 2019, accounting for double-digit value shares in an otherwise fragmented landscape
2020 AND BEYOND
COVID-19 impact
Affected products within skin care
Recovery and opportunities
CATEGORY DATA
Table 113 Sales of Skin Care by Category: Value 2014-2019
Table 114 Sales of Skin Care by Category: % Value Growth 2014-2019
Table 115 Sales of Face Masks by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 116 Sales of Facial Cleansers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 117 Sales of Anti-Agers by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 118 Sales of Toners by Skin Whitening vs Non-Skin Whitening: % Value 2015-2019
Table 119 NBO Company Shares of Skin Care: % Value 2015-2019
Table 120 LBN Brand Shares of Skin Care: % Value 2016-2019
Table 121 LBN Brand Shares of Basic Moisturisers: % Value 2016-2019
Table 122 LBN Brand Shares of Anti-agers: % Value 2016-2019
Table 123 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2016-2019
Table 124 LBN Brand Shares of General Purpose Body Care: % Value 2016-2019
Table 125 LBN Brand Shares of Premium Skin Care: % Value 2016-2019
Table 126 Forecast Sales of Skin Care by Category: Value 2019-2024
Table 127 Forecast Sales of Skin Care by Category: % Value Growth 2019-2024
HEADLINES
PRE-COVID-19 PERFORMANCE
Baby and child-specific sun care accounts for the highest volume share and sun protection under adult sun care accounts for the highest value share in 2019
Protection against sunburn and skin cancer remain high priorities, but products combining SPF with anti-aging and anti-pollution properties are trending in 2019
Nivea maintain its lead in sun care overall, but L’Oréal and Laboratoires Expanscience’s Mustela brand gain more traction in 2019
2020 AND BEYOND
COVID-19 impact
Affected products within sun care
Recovery and opportunities
CATEGORY DATA
Table 128 Sales of Sun Care by Category: Value 2014-2019
Table 129 Sales of Sun Care by Category: % Value Growth 2014-2019
Table 130 NBO Company Shares of Sun Care: % Value 2015-2019
Table 131 LBN Brand Shares of Sun Care: % Value 2016-2019
Table 132 LBN Brand Shares of Premium Adult Sun Care: % Value 2016-2019
Table 133 Forecast Sales of Sun Care by Category: Value 2019-2024
Table 134 Forecast Sales of Sun Care by Category: % Value Growth 2019-2024