Competitive Landscape
Local Brands Consolidate Leadership of the Competitive Landscape
The competitive landscape of nappies/diapers/pants in Turkey became increasingly concentrated at the top of the rankings over the review period, as key local manufacturers steadily gained ground at the expense of international players. In 2025, the leading companies' retail value shares, Hayat Kimya (22%) and Eruslu Saglik (20%), marked increases of four percentage points for both companies compared to 2020, underscoring the reallocation of share towards domestic players.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants 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.
The Nappies/Diapers/Pants in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nappies/Diapers/Pants in Turkey?
- Which are the leading brands in Nappies/Diapers/Pants in Turkey?
- How are products distributed in Nappies/Diapers/Pants in Turkey?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Turkey - Category analysis
Key Data Insights
Key Demographic Trends Shape Demand Developments and Company Strategies
Key Demographic Trends Shape Demand Developments and Company Strategies
Sleepy Extra Size 7 and Bulk Formats Drive Longer Usage and Higher Spend per Child
Evy Baby and Molfix Accelerate Innovation in Line with the Category Balance between Affordability and Premiumisation
Local Brands to Drive Growth through Extended Use and Flexible Pricing
Disposable Pants to Outpace Core Lines in Growth Terms as Innovation Meets Changing Needs
Premiumisation Advances Where Benefits Are Clearly Proven and Promoted
Local Brands Consolidate Leadership of the Competitive Landscape
Discounters Expand Reach and Share as Supermarkets Maintain Top Spot
E-Commerce Attracts Bulk Buyers with Convenience and Value
Tissue and Hygiene in Turkey - Industry Overview
Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite
Key Data Insights
Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite
Toilet Paper Drives Retail Tissue's Fast Growth in Value Sales
Sleepy Bio Natural Makes Premium, Clean-Label Wipes Affordable for Families
Discounters to Extend Reach as Value for Money Choices Reshape Product Mix
Adult Incontinence and Natural Hygiene Lines to Attract New Demand Drivers
The Competitive Landscape Sees Gradual Concentration
Evyap Sabun Yag Gliserin Acquires the Komili Brand to Help Reshape Competitive Dynamics
Discounters Expand Reach as Value for Money Trumps Format Loyalty
E-Commerce Accelerates as Convenience Reshapes Shopping Habits
Country Reports Disclaimer
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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