COMPETITIVE LANDSCAPE
Philips and Arzum remain popular brands through innovation and affordability
The personal care appliances landscape in Turkey is moderately concentrated, with the top two players, Türk Philips Ticaret AS and Procter & Gamble Tuketim Mallari Sanayi Ltd Skt (Braun, Oral-B) holding significant shares. In 2025, Türk Philips Ticaret AS led overall with a 17% retail volume share, followed by Procter & Gamble with 16%.
New entrants and innovation drive competition
SharkNinja is a notable emerging company performing well in Turkey's personal care appliances landscape. It entered the market in 2024 with a range of multifunctional hairstyling tools positioned in the mid-range segment.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Personal Care Appliances 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 Personal Care Appliances 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 Personal Care Appliances 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 Personal Care Appliances in Turkey?
- Which are the leading brands in Turkey?
- How are products distributed in Turkey?
- To what extent has COVID-19 and accordant macroeconomic and retail disruption impacted demand?
- How are considerations such as urban development and the rise in single-person households determining sales growth?
- Where is future growth expected to be most dynamic?
Personal Care Appliances in Turkey - Category analysis
KEY DATA FINDINGS
Personal care appliances thrives on at-home professionalisation and premiumisation
Dyson and Braun drive premiumisation with innovative products
IPL devices see dynamic growth amid economic pressures and health and wellness focus
Direct-to-consumer sales enhance omnichannel experience
Strong outlook as consumers continue to create at-home beauty salons
Dyson and Philips to drive luxury personal care trends
Hair care appliances to maintain dominance
Philips and Arzum remain popular brands through innovation and affordability
New entrants and innovation drive competition
Omnichannel strategies drive sales through multiple channels
Consumer Appliances in Turkey - Industry Overview
Growth potential and strategic imperatives in Turkish consumer appliances
Manufacturers balance affordability with innovation-driven offerings
Bosch Serie 8 washing machines exemplify premiumisation
Brands look to assert greater control through direct-to-consumer strategies
Consumer appliances to continue growing, driven by urbanisation and income
Refrigeration appliances to remain largest category in major segment, while air conditioners will be dynamic performer
Sustainability and energy efficiency will remain important for consumers and brands
Leading brands maintain dominance through dual strategies
New entrants and strategic partnerships reshape market dynamics
Specialists lead distribution, but e-commerce mains further gains
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Care Appliances
- Body Shavers
- Electric Facial Cleansers
- Hair Care Appliances
-
- Battery Toothbrush Units
- Electric Toothbrush Units
- Other Oral Care Appliances
- Other Personal Care Appliances
Personal Care Appliances
Personal care includes hair care appliances, body shavers, electric facial cleansers, oral care appliances and other personal care appliances.
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 Personal Care Appliances research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!