Home care in Turkey recorded substantial retail value growth in 2025, driven by inflation and Turkish lira depreciation that masked underlying volume pressures. The rise of local brands is reshaping competitive dynamics, as Turkish manufacturers like Beyaz Kagit and Hayat Kimya expand through competitive pricing, improved quality and innovation that narrows the gap with international players. Premiumisation and format innovation coexist with affordability demands, reflected in product launches

Polishes recorded retail value sales of TRY379 million in 2025, increasing by 32% in current terms, driven primarily by inflation rather than strong volume performance. The category continued its downward trajectory in volume terms, falling by 1% to 1,121 tonnes as structural challenges from changing consumer lifestyles and housing preferences undermined demand. Continued inflationary pressure masked underlying volume weakness, with price increases contributing to value growth while unit sales f

Toilet care recorded retail value sales of TRY836 million in 2025, increasing by 31% in current terms and driven primarily by high inflation rather than strong volume performance. Volume growth was low, constrained by strong competition from bleach and multi-purpose cleaners, which continue to serve as cheaper alternatives as rising inflation and price sensitivity pushes households to prioritise multifunctional cleaning products. Nonetheless, the category remains resilient, supported by innovat

Air care recorded retail value sales of TRY1,356 million in 2025, increasing by 31% in current terms, with the market shaped by a balance between economic pressures, evolving consumer preferences and technological innovation. The median disposable income per household in Turkey was TRY1,031,140 in 2025. Persistent inflation and a weak Turkish lira have made consumers more price-sensitive, while higher-income households continue to support premium and electric air care formats. The growing demand

Bleach recorded retail value sales of TRY7,358 million in 2025, increasing by 34% in current terms, driven primarily by inflation rather than strong volume performance. Turkey's bleach category remains resilient and continued to grow modestly in 2025, supported by a combination of economic and behavioural factors. Despite being a mature product, bleach retains its strong position as a trusted household essential in Turkish homes, where it is used multifunctionally across kitchens, bathrooms and

Dishwashing in Turkey recorded retail value sales of TRY29,296 million in 2025, rising by 37% in current terms. The market is shaped by a mix of economic realities, evolving consumer habits and product innovation. High inflation keeps consumers price conscious, driving growth in local, affordable brands such as Asperox Sparx, Renax, and Bingo, which offer effective cleaning at lower prices than international competitors like Finish and Pril. Automatic dishwashing remains the largest and best-per

Laundry care in Turkey recorded retail value sales of TRY50,197 million in 2025, increasing by 43% in current terms, largely driven by high inflation. Performance continues to be shaped by economic pressures and shifting consumer habits, with high inflation and declining purchasing power making affordability the dominant factor. This leads to continued preference for powder detergents valued for their economy, while liquid formats are gaining modest share among higher-income consumers. Laundry d

Surface care recorded retail value sales of TRY12,105 million in 2025, increasing by 35% in current terms, driven by a combination of economic pressures, evolving lifestyles and innovation in product formats. High inflation of 33% and a continuing decline in purchasing power is encouraging consumers to seek affordable yet effective cleaning solutions, benefiting local brands such as Asperox and Porçöz. Multi-purpose cleaners remained the largest category in 2025, supported by their versatility a

Home insecticides recorded retail value sales of TRY3,527 million in 2025, rising by 42% in current terms and driven primarily by climate conditions that led to a notable increase in mosquito and insect populations. Inflationary pressure has continued to shape consumer preferences across formats, with households balancing effectiveness and affordability in their pest control choices. Electric insecticides remained the best-performing category, with retail value sales increasing by 45% in current

In 2025, foodservice sales through street stalls/kiosks in Turkey were supported by a growing consumer demand for affordable, convenient offerings amid high inflation. Independent operators retained the largest share, leveraging low overheads, flexible menus, and local appeal, while chained kiosks expanded aggressively in malls and transit hubs, combining traditional street flavours with digital ordering and contactless payments. Over the forecast period, limited-service restaurants and home-pre

Foodservice sales in Turkey showed divergent trends across standalone and non-standalone locations in 2025. Travel-oriented venues, such as airports and transport hubs, benefited from strong inbound tourism, driving value growth. Standalone locations meanwhile, attracted consumers with flexible menus, authentic experiences, and the ability to adjust pricing, portion sizes, and seasonal offerings, while takeaway and delivery services expanded reach. Moving forward, rising urbanisation, shopping m

Foodservice sales through self-service cafeterias in Turkey increased in current value terms in 2025, driven by inflationary pressures. Independent operators, including traditional esnaf lokantalari, dominated the landscape by offering affordable, familiar meals. Chains like Ikea Restaurant and Macro Market Cafeteria expanded in malls and business districts with modernised, health-oriented options, while off-premise channels, such as delivery via Yemeksepeti and Trendyol, are becoming increasing

Foodservice sales through full-service restaurants in Turkey rose in current value terms in 2025, although transaction growth remained modest due to high inflation. Operators responded with menu innovation, seasonal and locally-inspired dishes, and smaller portion sizes to maintain value perception. Chains such as Bay Döner and HD?Iskender expanded urban and coastal outlets, leveraging authenticity, operational efficiency, and loyalty programmes, while independents retained the largest share thr

In 2025, Turkey’s consumer foodservice industry continued to navigate high inflation and rising operating costs. Diners increasingly favoured takeaway, delivery, and quick-service formats, while premium and experiential dining remained appealing to affluent locals and tourists. Operators responded by innovating menus, offering smaller portions, and integrating healthier or customisable options. Moving forward, digital ordering , innovative dining experiences and sustainability will be central to

In 2025, cafés/bars in Turkey remained resilient despite inflationary pressures, with diners prioritising social interaction, convenience, and affordable indulgence. Current trends show strong growth in premium coffee, artisanal beverages, and takeaway-friendly products, with chains like Coffy and Starbucks expanding through digital ordering, delivery, and loyalty programmes. Independents retained a leading share, leveraging authenticity, localised concepts, and flexible menus to attract both re

Limited-service restaurants in Turkey remained resilient in 2025, supported by steady demand for affordable, convenient formats, while chains leveraged scale, digital ordering and menu innovation to maintain competitiveness. Looking ahead, growth is expected to be shaped primarily by operational efficiency, franchising expansion and strengthened delivery ecosystems. Drive-through development, bakery-focused concepts and hybrid traditional-modern menus are set to gain traction, while eat-in occas

Turkey’s consumer credit market saw slower growth in 2025 as economic uncertainty and elevated prices kept borrowers cautious. Credit card lending continued to expand, driven by the increasing adoption of cashless transactions and rising consumer confidence in digital payments, while growth in durables lending was fuelled by consumers choosing to spread the cost of big-ticket purchases over time instead of paying upfront. Meanwhile, Buy Now, Pay Later (BNPL) loans benefited from technological ad

The jewellery market in Turkey experienced significant value growth in 2025, despite inflation peaking and trending down. This was driven by tourism recovery, increasing demand for fine jewellery, and the rising prominence of local designer brands. Fine jewellery saw the highest value growth, with an increasing popularity of lab-grown diamonds and rising number of high-net-worth individuals (HNWIs) in Turkey. The market also benefited from the adoption of capsule collections by established playe

The personal accessories market in Turkey recorded robust value growth in 2025, driven primarily by the rebound in international tourism and domestic travel, which stimulated demand across jewellery, watches, and bags. Market polarisation emerged as a defining trend, with affluent consumers and high-net-worth individuals (HNWIs) investing in premium and luxury accessories, whilst price-sensitive shoppers gravitated towards value-oriented offerings with promotional incentives. Sustainability and

The writing instruments market in Turkey experienced significant value growth in 2025, driven by a shift towards higher-value branded products, growing emphasis on sustainability initiatives, and the integration of AI and digital technologies. The market remained concentrated, with leading companies maintaining their positions. Supermarkets and hypermarkets remained the leading distribution channels, whilst e-commerce offered platforms such as Trendyol, Hepsiburada, and N11.

The bags and luggage market in Turkey experienced significant value growth in 2025, driven by the rebound of travel and tourism. This growth is expected to continue, supported by rising demand for high-quality, sustainable, and technologically advanced products. The market is attractive due to its potential through increasing tourism, a rising number of high-net-worth individuals (HNWIs), and improving consumer confidence. Over the forecast period, the market is set to grow, underpinned by susta

Traditional and connected watches in Turkey recorded strong growth in 2025, driven by three key trends: AI and technological innovation reshaping product offerings, Gen Z’s influence on sustainability and design preferences, and economic pressures expanding the resale market. Connected watches outperformed as younger generations embraced multifunctionality, whilst traditional watches shifted toward luxury investment pieces. Apple led in connected watches, and Swatch Group in traditional segments

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