In 2024, Turkey’s alcoholic drinks packaging market recorded 8% growth, driven by evolving consumer preferences and strategic industry innovations. Beer continued to dominate the market, accounting for more than 90% of overall packaging unit volumes, with glass bottles the main pack type in this category, and therefore the market as a whole. This sustained preference for beer can be attributed to the cultural significance of this product, with the superior preservation properties of glass bottle

Beauty and personal care packaging saw positive growth of 5% in Turkey in 2024, reflecting the overall resilience of this market. Even with high inflation and interest rates, consumers continued to spend on self-care, daily grooming and gifting, as these products were seen as essential for personal wellbeing and special occasions. Strong sales of premium products drove demand for higher-quality and more innovative packaging. At the same time, rising awareness of sustainability encouraged the use

Total home care packaging volumes in Turkey increased by 3% in 2024, driven by strong demand across the laundry care and dishwashing categories. Laundry care remained the primary growth driver, with prominent brands such as Omo, Ariel and Bingo adapting their packaging strategies to meet the evolving needs of households. Dishwashing was also enjoying significant momentum, fuelled by the robust performance of Fairy and the introduction of Asperox Sparx in 2024, which injected fresh competition in

Sports nutrition experienced robust current value growth in Turkey in 2025, despite unfavourable economic conditions, including high unemployment rates and declining disposable incomes. This growth was driven by several interrelated factors, including the increasing popularity of fitness culture especially among younger, urban consumers. Participation in gym memberships, home workouts, running clubs, and digital fitness programmes has risen significantly, boosting demand for sports protein powde

Current value sales of consumer health rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target of 24%.

Current value sales of herbal/traditional products rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of analgesics rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained high.

Current value sales of eye care rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of cough, cold and allergy (hay fever) remedies rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained high.

Current value sales of wound care rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of NRT smoking cessation aids rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of digestive remedies rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of dermatologicals rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of sleep periods rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of paediatric consumer health rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of vitamins rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of his weight management and wellbeing rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Current value sales of dietary supplements rose substantially in Turkey in 2025 albeit at a slower rate than in the previous year of the review period as inflation remained significantly above the central bank's year-end target.

Luxury goods in Turkey followed a measured growth trajectory in 2025, driven by steady recovery trends despite ongoing macroeconomic challenges. Although inflation had marginally declined compared to the previous year, it remained elevated, constraining discretionary spending among mid-income groups and prompting a cautious approach to luxury purchases. The industry's growth was primarily supported by sustained demand from high-net-worth individuals and a rebound in international tourism, which

In 2025, fine wines/champagne and spirits in Turkey experienced moderate growth in retail current value terms, with a 2% increase, reaching TRY5.6 billion. This growth was driven by the sustained premiumisation trend and shifting consumer preferences, with an increasing appreciation for these beverages among both local and international consumers. Furthermore, the increasing consumer preference for unique and authentic experiences are being increasingly satisfied through innovative packaging and

In 2025, designer apparel and footwear in Turkey exhibited moderate growth of 2%, reaching TRY43.4 billion, and remained the leading personal luxury category. Despite ongoing economic uncertainties, including inflationary pressures that affected consumer spending, sales increased from the previous year, with a significant factor being the surge in international tourism. The recovery in tourism, particularly from Gulf countries, Russia, and Central Asia, continued to support growth, as high-spend

In 2025, premium and luxury cars in Turkey witnessed significant growth, with retail value sales increasing by 24% to TRY521 billion, and volume sales also seeing a continued rise. This expansion was driven by shifting consumer preferences and evolving dynamics. A notable trend influencing value sales was the heightened focus on sustainability within the premium and luxury offering as affluent buyers sought to combine performance with sustainability. Growth was particularly evident for electric

In 2025, experiential luxury demonstrated dynamism in Turkey, with 51% retail current value growth, reaching TRY215 billion. This upswing was driven by a continued shift towards immersive and personalised experiences, particularly within luxury hotels, as luxury foodservice sales remained negligible. The sustained premiumisation trend led consumers to increasingly prioritise luxury experiences, such as boutique hotel stays, and to some extent luxury dining, over acquiring luxury goods, aligning

In 2024, couples with children were the leading household type in Turkey, accounting for 38.0% of all households, but this share is predicted to decrease to 35.5% by 2029. Single person households are forecast to grow the fastest over 2024-2029, expanding by 20.2%, reflecting a trend towards later family formation and individual independence. Furthermore, the average household size is projected to shrink from 3.2 persons to 3.1, aligning with global demographic shifts.