In 2025, Turkey’s financial cards and payments landscape continues shifting rapidly toward digital and credit-based solutions. High inflation and economic uncertainty are driving consumers to rely more on credit cards to manage expenses, while the inconvenience of carrying cash accelerates the move to card and contactless payments. At the same time, digital wallets and mobile payments are gaining strong momentum, pushing banks and fintechs to innovate with more integrated and secure offerings. T

Open loop pre-paid cards grew strongly in Turkey in 2025, driven by the continued expansion of e-commerce and demand for safer, controlled online payment methods. Beyond e-commerce, these cards are widely used for gifting, gaming, and digital entertainment. Economic pressures and changing consumer behaviour also boosted demand for pre-paid solutions. Groups such as housewives, unbanked individuals, and informal workers are turning to pre-paid cards to better manage spending. Closed loop transpor

Credit card numbers and transaction volumes in Turkey continue to rise in 2025, driven by new entrants to the banking system, persistent inflation, and elevated retail prices. Consumers increasingly rely on credit cards to manage daily expenses and preserve purchasing power. At the same time, rapid growth in e-commerce and mobile-based payments, supported by instalment options and smartphone integration, is further accelerating card usage and reinforcing Turkey’s shift toward a more cashless eco

Debit cards continue to grow strongly in Turkey in 2025 as consumers increasingly choose them over cash for everyday spending. The widespread adoption of contactless technology and the convenience of tap-and-go payments, particularly for low-value purchases, are key drivers of this shift. Banks are supporting growth through targeted loyalty campaigns, cashback offers, and by highlighting enhanced security features, such as real-time monitoring and fraud protection.

The apparel accessories market in Turkey experienced significant growth in 2025, driven by product expansion and market polarisation. The total retail value reached TRY26 billion, a 33% increase from the previous year. LC Waikiki maintained its leading position due to its extensive geographical coverage and competitive prices. E-commerce is acting as a significant growth driver, with online stores specialising in accessories attracting customers with wide product portfolios and competitive price

Childrenswear in Turkey experienced significant growth in 2025, driven by a polarisation in spending towards both luxury and affordable options. This trend is expected to continue, with retail sales forecast to increase at a current value CAGR of 19% to TRY392 billion by 2030. The market is characterised by a growing demand for high-quality, sustainable and ethically sourced materials, with brands like Ozmoz Reborn pioneering sustainable and inclusive children’s fashion. To succeed, brands shoul

The footwear market in Turkey demonstrated resilience in 2025, with growth driven by rising disposable incomes and urbanisation. Despite a slight decrease in retail volume terms, the retail value of sales increased significantly, reaching TRY200 billion, with a growth rate of 38%. Women’s footwear dominated sales, accounting for a significant share of the total market. The market is expected to continue growing, with a forecast CAGR of 23% over the forecast period to 2030. Key drivers include th

The jeans market in Turkey experienced significant growth in 2025, driven by rising disposable incomes and a growing middle class, reaching a retail value of TRY35 billion, up 33% on the previous year. This growth is expected to continue, with retail sales forecast to reach TRY85 billion by 2030, registering a forecast period CAGR of 20%. The market is characterised by a strong presence of domestic brands such as LC Waikiki, Mavi or Koton, alongside global fast fashion players. Sustainability an

The menswear market in Turkey is characterised by significant growth, driven by rising disposable incomes and increased urbanisation, with sales increasing by 31% in current value terms to TRY186 billion in 2025. This trend is expected to continue, with retail sales forecast to reach TRY411 billion by 2030, representing a forecast period CAGR of 17%. The market’s attractiveness is enhanced by consumers’ increasing willingness to invest in high-quality, versatile apparel. To succeed, brands shoul

The apparel and footwear market in Turkey recorded significant current value growth in 2025, boosted by the resurgence of tourism and increasing consumer expenditure. Total sales reached TRY805 billion, with apparel remaining a much bigger category than footwear. The market is expected to continue growing, driven by local production, sustainability and diverse consumer preferences. To succeed, brands should focus on omnichannel strategies, comfort and functionality in product design, as well as

The hosiery market in Turkey experienced significant growth in 2025, driven by increasing per capita consumption and changing consumer preferences, particularly among younger generations. The retail volume reached 161.5 million units, with a growth rate of 7%, and retail sales value grew by 40% to TRY12.6 billion. Non-sheer hosiery remains the largest category, driven by the global casualisation trend and changing lifestyles. Sustainability and e-commerce are emerging as key trends, with brands

The sportswear market in Turkey demonstrated significant growth in 2025, with a 37% increase in market size to TRY160 billion, driven by the rising demand for athleisure wear and health-conscious behaviour among consumers. This growth is expected to continue, with a forecast CAGR of 19% to reach TRY380 billion by 2030. The market’s attractiveness is enhanced by the increasing popularity of e-commerce and digital platforms, which have expanded market access for sportswear brands. To succeed in th

The womenswear market in Turkey experienced significant growth in 2025, with sales reaching TRY218 billion, representing a 30% current value increase on the previous year. This growth was driven by the rebound of international tourism and domestic travel, which boosted demand for occasion-driven clothing. The employed female population in Turkey, standing at 10.9 million in 2025, is expected to continue growing, providing a solid foundation for the womenswear market. As consumer expenditure on c

In 2024, Turkey’s packaging market was experiencing a sweeping transformation, with sustainability, convenience and affordability the central pillars shaping packaging choices across food, beverages, home care, beauty and pet care. Flexible packaging types such as pouches, refills and mono-material films were gaining ground in nearly every industry, driven by both regulatory pressure and consumer demand for practical, eco-friendly solutions. The adoption of recyclable and recycled materials, inc

Health and wellness in Turkey continued to develop in 2024, supported by a strengthening consumer focus on diet quality and prevention-led wellness, even as inflation and high food prices reinforced a value for money mindset. Across packaged food and beverages, health-driven demand increasingly centred on reducing sugar intake, avoiding artificial additives and choosing products that deliver clearer functional benefits. This supported strong momentum for claims linked to naturalness, functional

Health and wellness hot drinks in Turkey recorded a standout performance in 2024, driven by a sharp acceleration in demand for products positioned as “no sugar”, supported by heightened awareness of sugar-related health issues and a wider cultural shift towards “healthier indulgence”. While Turkish consumers remain deeply attached to comfort-driven hot drink rituals, particularly around black tea and coffee, they are increasingly seeking ways to maintain these habits while reducing unnecessary s

Health and wellness soft drinks recorded another strong year in Turkey in 2024, with consumers increasingly gravitating towards products that feel “lighter”, more functional and more natural, particularly during the long and hot summer season. As inflation continued to pressure household budgets, shoppers became more selective and label-aware, prioritising beverages that can justify their spend through perceived health benefits such as mineral content, added vitamins and plant-based extracts, wh

Health and wellness snacks in Turkey continued to develop in 2024, supported by rising consumer interest in healthier diets following the COVID-19 pandemic. As restrictions eased, manufacturers increased innovation activity, bringing new launches aligned with evolving snacking habits. This included a wider offer of vegan products and dietary and free from options, such as no added sugar and free from gluten snacks. While indulgence remained a core driver of many purchases, consumers increasingly

Health and wellness dairy products and alternatives in Turkey continued to develop in 2024, although purchasing behaviour remained strongly influenced by affordability pressures. Milk pricing remained a key theme during the year, with higher input costs across feed, energy, wages and logistics pushing unit prices upwards and limiting consumer ability to trade up. While improved production conditions supported supply compared to earlier disruption, dairy products became less accessible for many h

Health and wellness cooking ingredients and meals in Turkey recorded further development in 2024, supported by rising interest in ingredients perceived as more natural and less processed. Consumers continued to pay closer attention to labels, favouring products positioned around simplicity, familiarity and reduced use of additives. This shift supported stronger engagement with products that meet clean label expectations across both cooking ingredients and convenient meal solutions, with demand i

Health and wellness staple foods in Turkey continued to evolve in 2024, even as high inflation and rising food prices increased consumer price sensitivity. While many households prioritised affordability, awareness of healthier diets and lifestyle changes supported ongoing interest in staple foods positioned around improved nutrition. Within breakfast cereals in particular, demand remained supported by working adults looking for practical breakfast solutions that align with weight management and

Vacuum cleaners in Turkey experienced steady growth in 2025, driven by innovation and changing consumer preferences, with a total retail volume of 7.1 million units, representing 6% growth from the previous year. This growth is attributed to increasing demand for practical and efficient cleaning solutions, particularly among urban households. There is a shift towards more sophisticated and convenient vacuum cleaners, with brands like Dyson and Roborock leading the way with innovative products. A

Despite a modest decline in retail volume sales, large cooking appliances in Turkey demonstrated resilience in 2025, with significant value growth driven by urban consumers' increasing demand for premium, multifunctional, and smart appliances. Demand is expected to regain momentum over the forecast period, underpinned by rising urbanisation and increasing median disposable income per household. The market's attractiveness is enhanced by the rising demand for energy-efficient and smart appliances

Refrigeration appliances in Turkey experienced solid retail volume growth in 2025, driven by increasing demand for energy-efficient products and smart features. While fridge freezers dominate volumes, freezers are experiencing dynamic growth due to rising demand for additional storage capacity and the popularity of frozen foods. The landscape is highly concentrated, with top brands like Arçelik, Beko and Bosch holding dominant share. To succeed, players should focus on innovating energy-efficien