Competitive Landscape
Local Players Gain Share within Fragmented Landscape
The surface care market in Turkey was highly concentrated in 2025, with Beyaz Kagit ve Hijyenik Temizlik Urunleri leading with a 40% share, followed by Unilever San ve Tic with 19%, and BIM Birlesik Magazacilik with 10%. Asperox (40% share), Cif (17% share) and Porçöz (5% share) remained the leading brands in 2025.
Aksan Kozmetik’S Partnership with P&G Boosts Innovation
In 2025, local player Aksan Kozmetik launched Fairy household wipes in Turkey under a trademark licensing agreement with The Procter & Gamble Co. The collaboration introduced premium and innovative products to the market, reinforcing the shift towards practical, hygienic and convenient products in Turkey’s surface care category.
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Overview:
Understand the latest market trends and future growth opportunities for the Surface Care 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 Surface Care 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 Surface Care 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 Surface Care in Turkey?
- Which are the leading brands in Surface Care in Turkey?
- How are products distributed in Surface Care 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 Surface Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Surface Care in Turkey - Category analysis
Key Data Insights
Economic Pressures Drive Growth as Convenience Reshapes Consumer Habits
Economic Pressures Drive Growth as Convenience Reshapes Consumer Habits
Evolving Product Formats Encourages Spray Adoption
Niche Premium Products Underpin Value Growth in Modern Retail
Local Brands and Convenience Set to Drive Growth
Greater Prevalence of Convenience-Driven Formats
Premiumisation Increasingly Depends on Sensory Appeal and Specialisation
Local Players Gain Share within Fragmented Landscape
Aksan Kozmetik’S Partnership with P&G Boosts Innovation
Discounters Dominates Surface Care Sales with Affordable Brands
Home Care in Turkey - Industry Overview
Local Brands Drive Growth in Home Care through Affordability
Key Data Insights
Local Brands Drive Growth in Home Care through Affordability
Premiumisation Underpins Value Growth through Advanced Formulations and Sensory Appeal
Evolving Product Formats Transform Category through Convenience and Innovation
Premiumisation to Focus on Functionality and Sustainability
Local Brands Expected to Maintain Dominance through Affordability
Diversification in Product Formats and Retail Channels
Local Producers Gain Ground at the Expense of Multinationals
Supermarkets and Discounters Dominate through Assortment and Affordability
E-Commerce Sustains Steady Growth Despite Structural Constraints
Country Reports Disclaimer
The following categories and subcategories are included:
Surface Care
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- Starter Kits/Sweepers/Sticks (Dry Electro-Static)
- Wipes and Refills (Dry Electro-Static)
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- Cleaning Solution
- Refill Wipes/Pads
- Starter Kits/Trigger Device
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- All Purpose Cleaning Wipes
- Furniture Polish Wipes
- Toilet Care Wipes
- Window/Glass Wipes
- Other Impregnated Wipes
- Starter Kits/Sweepers/Sticks (Excluding Wipes)
- Wipes (Excluding Starter Kits/Sweepers/Sticks)
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- Bathroom Cleaners
- Descalers
- Drain Openers
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- Standard Floor Cleaners
- Wash and Wax Floor Cleaners
- Home Care Disinfectants
- Kitchen Cleaners
- Multi-Purpose Cleaners
- Oven Cleaners
- Scouring Agents
- Window/Glass Cleaners
Surface Care
This is the aggregation of multi-purpose, bathroom, oven , kitchen, window/glass, and floor cleaners, descalers, drain openers, scouring agents, household antiseptics and wipes.
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 Surface Care research and analysis database.
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