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Tissue and Hygiene in Turkey

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    Report

  • 56 Pages
  • March 2025
  • Region: Turkey
  • Euromonitor International
  • ID: 2610571
Value sales of tissue and hygiene maintained robust value growth in Turkey in 2024, albeit at a lower rate compared to the significant highs of the past two years. Indeed, value sales achieved triple-digit growth in the 2022-2023 period, while 2024 has seen this fall back into strong double-digits.

The Tissue and Hygiene in Turkey report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Tissue and Hygiene market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

EXECUTIVE SUMMARY
  • Tissue and hygiene in 2024: The big picture
  • 2024 key trends
  • Competitive landscape
  • Retail developments
  • What next for tissue and hygiene?
MARKET INDICATORS
  • Table 1 Birth Rates 2019-2024
  • Table 2 Infant Population 2019-2024
  • Table 3 Female Population by Age 2019-2024
  • Table 4 Total Population by Age 2019-2024
  • Table 5 Households 2019-2024
  • Table 6 Forecast Infant Population 2024-2029
  • Table 7 Forecast Female Population by Age 2024-2029
  • Table 8 Forecast Total Population by Age 2024-2029
  • Table 9 Forecast Households 2024-2029
MARKET DATA
  • Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
  • Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
  • Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
  • Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
  • Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
  • Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
  • Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
  • Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
  • Summary 1 Research Sources
MENSTRUAL CARE IN TURKEYKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Towels perform well, supporting robust growth, with more modern options gaining attention
  • Players are balanced between global, local, and private label
  • Discounters leads distribution in menstrual care, having gradually taken over from supermarkets
PROSPECTS AND OPPORTUNITIES
  • Menstrual care will maintain a healthy CAGR over the forecast period
  • Premium designs and eco-friendly innovations will drive developments
  • E-commerce expected to maintain growth, but remain comparably modest in share
CATEGORY DATA
  • Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
  • Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
  • Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
  • Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
  • Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
  • Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
  • Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN TURKEYKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Nappies/diapers/pants sees the strongest performance across tissue and hygiene, despite falling birth rates
  • The Sleepy brand maintains its leadership thanks to ongoing innovations and a strong brand profile
  • Supermarkets remains the leading distribution channel, with discounters also strong and e-commerce growing its share
PROSPECTS AND OPPORTUNITIES
  • A positive CAGR expected, with economic improvements balancing declining birthrates
  • Innovations and niche products to stimulate competition and drive growth
  • E-commerce will continue to grow its share
CATEGORY DATA
  • Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
  • Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
  • Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
  • Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
  • Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
  • Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN TURKEYKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Light retail adult incontinence options show the strongest growth, while the largest category is seen in moderate/heavy options
  • Strong investments from local companies intensify competition
  • Health and beauty specialists remain the strongest channel, albeit losing share to the growth of supermarkets and e-commerce
PROSPECTS AND OPPORTUNITIES
  • Retail adult incontinence maintains good potential for ongoing growth
  • Innovations which offer enhanced comfort and sustainability options are expected
  • Shifting distribution dynamics will be seen in the rise of e-commerce and expanding retail channels
CATEGORY DATA
  • Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
  • Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
  • Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
  • Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
  • Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
  • Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN TURKEYKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Rx/reimbursement adult incontinence continues to be a larger category than retail adult incontinence
  • Canped maintains its place as the leading Rx/reimbursement brand
  • Medical supply stores continue to be the main channel of distribution
PROSPECTS AND OPPORTUNITIES
  • A healthy CAGR is expected for Rx/reimbursement adult incontinence, thanks to simplified procedures
  • Rx/reimbursement options to benefit from innovations seen in the retail channel
  • E-commerce and grocery retailers set to increase their share, but medical supply stores will maintain the strongest distribution
CATEGORY DATA
  • Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
  • Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
  • Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
  • Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN TURKEYKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Variable volume performances seen across different categories of wipes, while value remains strong
  • BIM maintains its overall lead thanks to its strength in personal wipes and all purpose wipes
  • Discounters is the leading channel whilst the share of e-commerce is growing
PROSPECTS AND OPPORTUNITIES
  • A healthy CAGR is expected for wipes over the forecast period
  • New products are expected to align with rising consumer demand for natural and eco-friendly products
  • E-commerce is expected to gain prominence
CATEGORY DATA
  • Table 42 Retail Sales of Wipes by Category: Value 2019-2024
  • Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
  • Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
  • Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
  • Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
  • Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN TURKEYKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Retail tissue maintains positive growth thanks to necessity of such products
  • Volume lead held by discounter BIM, while Eczacibasi Tuketim Urunleri San ve Tic holds the value lead
  • Discounters maintains its lead and dynamic growth, while e-commerce continues to develop
PROSPECTS AND OPPORTUNITIES
  • A healthy CAGR set to continue, with paper towels showing the strongest growth
  • The launch of high quality and multi-purpose products expected to drive value growth
  • Discounters to remain to be the main channel of distribution
CATEGORY DATA
  • Table 48 Retail Sales of Tissue by Category: Value 2019-2024
  • Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
  • Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
  • Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
  • Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
  • Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN TURKEYKEY DATA FINDINGS
2024 DEVELOPMENTS
  • Away from home tissue and hygiene shows a strong performance, with AFH tissue being the most robust
  • Ageing population drives sales of AFH adult incontinence products
  • Incontinence products are mainly sold through a tender process
PROSPECTS AND OPPORTUNITIES
  • On-trade and retail outlets will drive AFH tissue sales, with AFH toilet paper in the lead
  • Ageing population will continue to simulate sales of AFH incontinence products
  • Competition will mainly be based on offering the best price/quality ratio
CATEGORY DATA
  • Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
  • Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
  • Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
  • Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
  • Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
  • Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
  • Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029