Retailing in Turkey
The impact of the COVID-19 pandemic was still being felt strongly in the Turkish retailing market in 2021. Whilst there were clear signs of recovery and sales growth compared to 2020, consumer demand was not as strong as it had been in 2019. Whilst year on year value growth was seen in many areas of the retailing market, the lack of corresponding volume growth highlighted that much of the value gain was due to inflation. The main reason for the relatively sluggish performance was the continuatio...
Euromonitor International's Retailing in Turkey report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.
Product coverage: Non-Store Retailing, Store-Based Retailing.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Euromonitor International's Retailing in Turkey report offers insight into key trends and developments driving the industry. The report examines all retail channels to provide sector insight. Channels include hypermarkets, supermarkets, discounters, convenience stores, mixed retailers, health and beauty retailers, clothing and footwear retailers, furniture and furnishing stores, DIY and hardware stores, durable goods retailers, leisure and personal goods retailers. There are profiles of leading retailers, with analysis of their performance and the challenges they face. There is also analysis of non-store retailing: vending; homeshopping; internet retailing; direct selling, as available.
Product coverage: Non-Store Retailing, Store-Based Retailing.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Retailing 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.
RETAILING IN TURKEY
EXECUTIVE SUMMARY
Retailing in 2021: The big picture
E-commerce continues its growth
Year of two halves in terms of performance
Physical and digital retail to be more integrated than ever
OPERATING ENVIRONMENT
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2016-2021
Seasonality
New Year’s Eve
Back to School
Other seasonal events
Payments
Delivery and collection
Emerging business models
MARKET DATA
Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 4 Sales in Store-based Retailing by Channel: Value 2016-2021
Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021
Table 6 Store-based Retailing Outlets by Channel: Units 2016-2021
Table 7 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 11 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 12 Sales in Grocery Retailers by Channel: Value 2016-2021
Table 13 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021
Table 14 Grocery Retailers Outlets by Channel: Units 2016-2021
Table 15 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 18 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 20 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 23 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 24 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 25 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 26 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 27 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 28 Retailing GBO Company Shares: % Value 2017-2021
Table 29 Retailing GBN Brand Shares: % Value 2018-2021
Table 30 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 31 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 32 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 33 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 34 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 35 Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 36 Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 37 Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 38 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 39 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 40 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 41 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 42 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 43 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 44 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 45 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 46 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 48 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 49 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026
Table 50 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026
Table 51 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026
Table 52 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 53 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 54 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 56 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 57 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026
Table 58 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026
Table 59 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026
Table 60 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 62 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 64 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 66 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 68 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 69 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 70 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 71 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 72 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE STORES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Convenience stores the fastest growing grocery category
Outlet expansion carries on in 2021
Migros leads competitive landscape in value terms
PROSPECTS AND OPPORTUNITIES
Strongest performing category over forecast period
Dominance of chained players to continue
Private label products to continue growing
CHANNEL DATA
Table 73 Convenience Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 74 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 75 Convenience Stores GBO Company Shares: % Value 2017-2021
Table 76 Convenience Stores GBN Brand Shares: % Value 2018-2021
Table 77 Convenience Stores LBN Brand Shares: Outlets 2018-2021
Table 78 Convenience Stores LBN Brand Shares: Selling Space 2018-2021
Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 80 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
DISCOUNTERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Discounters continues to show strong growth
Macroeconomic context benefits discounters
BIM Birlesik Magazacilik AS lead
PROSPECTS AND OPPORTUNITIES
Socio-economic factors to benefit discounters over the forecast period
E-commerce sales to become substantial over the forecast period
Private label products to see continued expansion
CHANNEL DATA
Table 81 Discounters: Value Sales, Outlets and Selling Space 2016-2021
Table 82 Discounters: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 83 Discounters GBO Company Shares: % Value 2017-2021
Table 84 Discounters GBN Brand Shares: % Value 2018-2021
Table 85 Discounters LBN Brand Shares: Outlets 2018-2021
Table 86 Discounters LBN Brand Shares: Selling Space 2018-2021
Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 88 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
HYPERMARKETS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Comparatively low growth for hypermarkets in 2021
Pandemic still a positive factor for hypermarket sales
Adese Alisveris Merkezleri Tic AS exits grocery retailing market
PROSPECTS AND OPPORTUNITIES
Hypermarkets anticipating slow growth
Hypermarkets having to be more than simple grocers
Competitive landscape likely to remain consolidated
CHANNEL DATA
Table 89 Hypermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 90 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 91 Hypermarkets GBO Company Shares: % Value 2017-2021
Table 92 Hypermarkets GBN Brand Shares: % Value 2018-2021
Table 93 Hypermarkets LBN Brand Shares: Outlets 2018-2021
Table 94 Hypermarkets LBN Brand Shares: Selling Space 2018-2021
Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 96 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
SUPERMARKETS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Supermarkets continues to have highest share of modern grocery in 2021
Competition authority fines Turkey’s five largest grocery chains for violation of anti-trust regulations
Supermarkets remains fragmented, but chained players continue to focus on expansion
PROSPECTS AND OPPORTUNITIES
Supermarkets to continue to benefit from development of modern retailing
Supermarkets to lose out to discounters and government launched cooperatives
Supermarkets to drive e-commerce growth in grocery retailing
CHANNEL DATA
Table 97 Supermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 98 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 99 Supermarkets GBO Company Shares: % Value 2017-2021
Table 100 Supermarkets GBN Brand Shares: % Value 2018-2021
Table 101 Supermarkets LBN Brand Shares: Outlets 2018-2021
Table 102 Supermarkets LBN Brand Shares: Selling Space 2018-2021
Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 104 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
TRADITIONAL GROCERY RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Traditional grocery retailers records slowest growth
Bakkal remain relevant
Traditional grocery market fragmented by nature
PROSPECTS AND OPPORTUNITIES
Traditional grocery to shrink over the forecast period
Convenience stores to squeeze out traditional retailers
New proposed law to benefit traditional grocery retailers
CHANNEL DATA
Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 106 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 107 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 108 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
APPAREL AND FOOTWEAR SPECIALIST RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Apparel market showing signs of recovery
E-commerce sales continue to grow in 2021
LC Waikiki leads competitive landscape
PROSPECTS AND OPPORTUNITIES
Apparel and footwear specialist retailers to see further expansion over forecast period
Outlet openings targeting summer residential cities
Turkish companies eyeing expansion abroad
CHANNEL DATA
Table 109 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 110 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 111 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 112 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 113 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 114 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 115 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 116 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Electronics and appliance specialist retailers channel sees strong growth in 2021
Store-based sales face increasing competition from e-commerce
Price inflation key component in value growth in 2021
PROSPECTS AND OPPORTUNITIES
Electronics and appliance specialist retailers to experience slower growth over forecast period
Slowing home sales to negatively impact electronics and appliance specialist retailers
Market to consolidate over forecast period
CHANNEL DATA
Table 117 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 118 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 119 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 120 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 121 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 122 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 123 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 124 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
HEALTH AND BEAUTY SPECIALIST RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Beauty and personal care sales bounce back in 2021
Dietary supplements market expanding
Health and beauty specialist retailers market highly fragmented with more room for local players
PROSPECTS AND OPPORTUNITIES
Colour cosmetics sales to recover over the forecast period
Optical goods stores recovery taking time
Vitamins and dietary supplements specialists to show strong growth
CHANNEL DATA
Table 125 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 126 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 127 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 128 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 129 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 130 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 131 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 132 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 133 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 134 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 135 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 136 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026
HOME AND GARDEN SPECIALIST RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home and garden specialists continue to grow in 2021
Banking authority restricts credit instalments on furniture purchases
MAPA Mobilya ve Aksesuar AS (IKEA) leads in home and garden specialist retailers
PROSPECTS AND OPPORTUNITIES
Macroeconomic conditions and state of the economy to dampen forecast growth . . .
. . . but socio drivers to deliver positive prospects for home and garden specialist retailers
Fragmented home and garden specialist retailers to show signs of consolidation
CHANNEL DATA
Table 137 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 138 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 139 Sales in Home and Garden Specialist Retailers by Channel: Value 2016-2021
Table 140 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2016-2021
Table 141 Home and Garden Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 142 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 143 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 144 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 145 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 146 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 147 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2021-2026
Table 148 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2021-2026
DEPARTMENT STORES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slow recovery for department stores in 2021
Lack of tourists hampers value growth
Strong online presence reinforces Boyner’s strength in department stores
PROSPECTS AND OPPORTUNITIES
Gradual recovery of department stores
Department stores to remain relevant over the forecast period
Return of inbound tourists to benefit luxury department stores
CHANNEL DATA
Table 149 Department Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 150 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 151 Department Stores GBO Company Shares: % Value 2017-2021
Table 152 Department Stores GBN Brand Shares: % Value 2018-2021
Table 153 Department Stores LBN Brand Shares: Outlets 2018-2021
Table 154 Department Stores LBN Brand Shares: Selling Space 2018-2021
Table 155 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 156 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
VARIETY STORES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Variety stores sees modest growth in 2021
E-commerce sales hamper variety stores development
Tchibo leads in variety stores
PROSPECTS AND OPPORTUNITIES
Recovery to be slow for variety stores
Variety stores losing out to e-commerce
Growing competition from specialist retailers
CHANNEL DATA
Table 157 Variety Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 158 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 159 Variety Stores GBO Company Shares: % Value 2017-2021
Table 160 Variety Stores GBN Brand Shares: % Value 2018-2021
Table 161 Variety Stores LBN Brand Shares: Outlets 2018-2021
Table 162 Variety Stores LBN Brand Shares: Selling Space 2018-2021
Table 163 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 164 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
DIRECT SELLING IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Direct selling records growth in 2021
Number of direct selling agents on the rise
Farmasi maintains lead, while health focused brands grow market share in 2021
PROSPECTS AND OPPORTUNITIES
Direct selling to grow over the forecast period
Local players to increase market share
Cultural relevance will ensure the continued growth of direct selling
CHANNEL DATA
Table 165 Direct Selling by Category: Value 2016-2021
Table 166 Direct Selling by Category: % Value Growth 2016-2021
Table 167 Direct Selling GBO Company Shares: % Value 2017-2021
Table 168 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 169 Direct Selling Forecasts by Category: Value 2021-2026
Table 170 Direct Selling Forecasts by Category: % Value Growth 2021-2026
HOMESHOPPING IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of bottled water drives home shopping channel in 2021
Price inflation pushing consumers from lower socioeconomic background towards tap water
Nestl? Waters leads sales in the channel
PROSPECTS AND OPPORTUNITIES
Homeshopping to grow over forecast period
Water filters for tap water threat to the channel over the long term
Social factors to bolster homeshopping growth
CHANNEL DATA
Table 171 Homeshopping by Category: Value 2016-2021
Table 172 Homeshopping by Category: % Value Growth 2016-2021
Table 173 Homeshopping GBO Company Shares: % Value 2017-2021
Table 174 Homeshopping GBN Brand Shares: % Value 2018-2021
Table 175 Homeshopping Forecasts by Category: Value 2021-2026
Table 176 Homeshopping Forecasts by Category: % Value Growth 2021-2026
VENDING IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Vending back to growth in 2021
COVID-19 places trends on ice
Highly fragmented environment with no one player standing out
PROSPECTS AND OPPORTUNITIES
Vending to grow over the forecast period on the back of urbanisation and institutional expansion
Vending product portfolios to expand
Diversification of vending machines and payment methods
CHANNEL DATA
Table 177 Vending by Category: Value 2016-2021
Table 178 Vending by Category: % Value Growth 2016-2021
Table 179 Vending Forecasts by Category: Value 2021-2026
Table 180 Vending Forecasts by Category: % Value Growth 2021-2026
E-COMMERCE (GOODS) IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
E-commerce continues rapid growth in 2021
Online marketplaces the locomotive of e-commerce growth
3rd party merchants hold collective market lead
PROSPECTS AND OPPORTUNITIES
E-commerce penetration to increase over forecast period
E-commerce infrastructure and investment to grow over forecast period
E-commerce market consolidating
CHANNEL DATA
Table 181 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 182 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 183 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 184 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 185 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 186 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026
MOBILE E-COMMERCE (GOODS) IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mobile e-commerce already the dominant method for online purchases
Demographic factors still aiding growth, and potential in social commerce
Companies prioritise mobile platform innovations
PROSPECTS AND OPPORTUNITIES
Mobile e-commerce to dominate e-commerce over forecast period
Tech advancements to keep consumers engaged
Strong competition amongst e-commerce players will further inspire innovation in emerging apps
CHANNEL DATA
Table 187 Mobile E-Commerce (Goods): Value 2016-2021
Table 188 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 189 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 190 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
FOOD AND DRINK E-COMMERCE IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Food and drink e-commerce fastest growing category
Growth coming from both online delivery companies and modern grocery retailers
Getir expanding into Europe
PROSPECTS AND OPPORTUNITIES
Food and drink e-commerce to remain fastest growing sector over forecast period
E-commerce penetration of modern grocery retailers to rise
Online delivery companies becoming more prominent over forecast period
CHANNEL DATA
Table 191 Food and Drink E-Commerce: Value 2016-2021
Table 192 Food and Drink E-Commerce: % Value Growth 2016-2021
Table 193 Food and Drink E-Commerce Forecasts: Value 2021-2026
Table 194 Food and Drink E-Commerce Forecasts: % Value Growth 2021-2026
WAREHOUSE CLUBS IN TURKEY
2021 DEVELOPMENTS
EXECUTIVE SUMMARY
Retailing in 2021: The big picture
E-commerce continues its growth
Year of two halves in terms of performance
Physical and digital retail to be more integrated than ever
OPERATING ENVIRONMENT
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2016-2021
Seasonality
New Year’s Eve
Back to School
Other seasonal events
Payments
Delivery and collection
Emerging business models
MARKET DATA
Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 4 Sales in Store-based Retailing by Channel: Value 2016-2021
Table 5 Sales in Store-based Retailing by Channel: % Value Growth 2016-2021
Table 6 Store-based Retailing Outlets by Channel: Units 2016-2021
Table 7 Store-based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 11 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 12 Sales in Grocery Retailers by Channel: Value 2016-2021
Table 13 Sales in Grocery Retailers by Channel: % Value Growth 2016-2021
Table 14 Grocery Retailers Outlets by Channel: Units 2016-2021
Table 15 Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 16 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 17 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 18 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 19 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 20 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 21 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 22 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 23 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 24 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 25 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 26 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 27 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 28 Retailing GBO Company Shares: % Value 2017-2021
Table 29 Retailing GBN Brand Shares: % Value 2018-2021
Table 30 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 31 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 32 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 33 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 34 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 35 Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 36 Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 37 Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 38 Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 39 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 40 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 41 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 42 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 43 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 44 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 45 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 46 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 47 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 48 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 49 Forecast Sales in Store-based Retailing by Channel: Value 2021-2026
Table 50 Forecast Sales in Store-based Retailing by Channel: % Value Growth 2021-2026
Table 51 Forecast Store-based Retailing Outlets by Channel: Units 2021-2026
Table 52 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 53 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 54 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 55 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 56 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 57 Forecast Sales in Grocery Retailers by Channel: Value 2021-2026
Table 58 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2021-2026
Table 59 Forecast Grocery Retailers Outlets by Channel: Units 2021-2026
Table 60 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026
Table 61 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 62 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 63 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 64 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 65 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 66 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026
Table 67 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 68 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 69 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 70 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 71 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 72 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE STORES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Convenience stores the fastest growing grocery category
Outlet expansion carries on in 2021
Migros leads competitive landscape in value terms
PROSPECTS AND OPPORTUNITIES
Strongest performing category over forecast period
Dominance of chained players to continue
Private label products to continue growing
CHANNEL DATA
Table 73 Convenience Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 74 Convenience Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 75 Convenience Stores GBO Company Shares: % Value 2017-2021
Table 76 Convenience Stores GBN Brand Shares: % Value 2018-2021
Table 77 Convenience Stores LBN Brand Shares: Outlets 2018-2021
Table 78 Convenience Stores LBN Brand Shares: Selling Space 2018-2021
Table 79 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 80 Convenience Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
DISCOUNTERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Discounters continues to show strong growth
Macroeconomic context benefits discounters
BIM Birlesik Magazacilik AS lead
PROSPECTS AND OPPORTUNITIES
Socio-economic factors to benefit discounters over the forecast period
E-commerce sales to become substantial over the forecast period
Private label products to see continued expansion
CHANNEL DATA
Table 81 Discounters: Value Sales, Outlets and Selling Space 2016-2021
Table 82 Discounters: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 83 Discounters GBO Company Shares: % Value 2017-2021
Table 84 Discounters GBN Brand Shares: % Value 2018-2021
Table 85 Discounters LBN Brand Shares: Outlets 2018-2021
Table 86 Discounters LBN Brand Shares: Selling Space 2018-2021
Table 87 Discounters Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 88 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
HYPERMARKETS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Comparatively low growth for hypermarkets in 2021
Pandemic still a positive factor for hypermarket sales
Adese Alisveris Merkezleri Tic AS exits grocery retailing market
PROSPECTS AND OPPORTUNITIES
Hypermarkets anticipating slow growth
Hypermarkets having to be more than simple grocers
Competitive landscape likely to remain consolidated
CHANNEL DATA
Table 89 Hypermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 90 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 91 Hypermarkets GBO Company Shares: % Value 2017-2021
Table 92 Hypermarkets GBN Brand Shares: % Value 2018-2021
Table 93 Hypermarkets LBN Brand Shares: Outlets 2018-2021
Table 94 Hypermarkets LBN Brand Shares: Selling Space 2018-2021
Table 95 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 96 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
SUPERMARKETS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Supermarkets continues to have highest share of modern grocery in 2021
Competition authority fines Turkey’s five largest grocery chains for violation of anti-trust regulations
Supermarkets remains fragmented, but chained players continue to focus on expansion
PROSPECTS AND OPPORTUNITIES
Supermarkets to continue to benefit from development of modern retailing
Supermarkets to lose out to discounters and government launched cooperatives
Supermarkets to drive e-commerce growth in grocery retailing
CHANNEL DATA
Table 97 Supermarkets: Value Sales, Outlets and Selling Space 2016-2021
Table 98 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 99 Supermarkets GBO Company Shares: % Value 2017-2021
Table 100 Supermarkets GBN Brand Shares: % Value 2018-2021
Table 101 Supermarkets LBN Brand Shares: Outlets 2018-2021
Table 102 Supermarkets LBN Brand Shares: Selling Space 2018-2021
Table 103 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 104 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
TRADITIONAL GROCERY RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Traditional grocery retailers records slowest growth
Bakkal remain relevant
Traditional grocery market fragmented by nature
PROSPECTS AND OPPORTUNITIES
Traditional grocery to shrink over the forecast period
Convenience stores to squeeze out traditional retailers
New proposed law to benefit traditional grocery retailers
CHANNEL DATA
Table 105 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 106 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 107 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 108 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
APPAREL AND FOOTWEAR SPECIALIST RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Apparel market showing signs of recovery
E-commerce sales continue to grow in 2021
LC Waikiki leads competitive landscape
PROSPECTS AND OPPORTUNITIES
Apparel and footwear specialist retailers to see further expansion over forecast period
Outlet openings targeting summer residential cities
Turkish companies eyeing expansion abroad
CHANNEL DATA
Table 109 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 110 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 111 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 112 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 113 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 114 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 115 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 116 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
ELECTRONICS AND APPLIANCE SPECIALIST RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Electronics and appliance specialist retailers channel sees strong growth in 2021
Store-based sales face increasing competition from e-commerce
Price inflation key component in value growth in 2021
PROSPECTS AND OPPORTUNITIES
Electronics and appliance specialist retailers to experience slower growth over forecast period
Slowing home sales to negatively impact electronics and appliance specialist retailers
Market to consolidate over forecast period
CHANNEL DATA
Table 117 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 118 Electronics and Appliance Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 119 Electronics and Appliance Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 120 Electronics and Appliance Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 121 Electronics and Appliance Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 122 Electronics and Appliance Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 123 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 124 Electronics and Appliance Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
HEALTH AND BEAUTY SPECIALIST RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Beauty and personal care sales bounce back in 2021
Dietary supplements market expanding
Health and beauty specialist retailers market highly fragmented with more room for local players
PROSPECTS AND OPPORTUNITIES
Colour cosmetics sales to recover over the forecast period
Optical goods stores recovery taking time
Vitamins and dietary supplements specialists to show strong growth
CHANNEL DATA
Table 125 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 126 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 127 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 128 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 129 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 130 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 131 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 132 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 133 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 134 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 135 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 136 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026
HOME AND GARDEN SPECIALIST RETAILERS IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Home and garden specialists continue to grow in 2021
Banking authority restricts credit instalments on furniture purchases
MAPA Mobilya ve Aksesuar AS (IKEA) leads in home and garden specialist retailers
PROSPECTS AND OPPORTUNITIES
Macroeconomic conditions and state of the economy to dampen forecast growth . . .
. . . but socio drivers to deliver positive prospects for home and garden specialist retailers
Fragmented home and garden specialist retailers to show signs of consolidation
CHANNEL DATA
Table 137 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 138 Home and Garden Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 139 Sales in Home and Garden Specialist Retailers by Channel: Value 2016-2021
Table 140 Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2016-2021
Table 141 Home and Garden Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 142 Home and Garden Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 143 Home and Garden Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 144 Home and Garden Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 145 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 146 Home and Garden Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 147 Forecast Sales in Home and Garden Specialist Retailers by Channel: Value 2021-2026
Table 148 Forecast Sales in Home and Garden Specialist Retailers by Channel: % Value Growth 2021-2026
DEPARTMENT STORES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Slow recovery for department stores in 2021
Lack of tourists hampers value growth
Strong online presence reinforces Boyner’s strength in department stores
PROSPECTS AND OPPORTUNITIES
Gradual recovery of department stores
Department stores to remain relevant over the forecast period
Return of inbound tourists to benefit luxury department stores
CHANNEL DATA
Table 149 Department Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 150 Department Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 151 Department Stores GBO Company Shares: % Value 2017-2021
Table 152 Department Stores GBN Brand Shares: % Value 2018-2021
Table 153 Department Stores LBN Brand Shares: Outlets 2018-2021
Table 154 Department Stores LBN Brand Shares: Selling Space 2018-2021
Table 155 Department Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 156 Department Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
VARIETY STORES IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Variety stores sees modest growth in 2021
E-commerce sales hamper variety stores development
Tchibo leads in variety stores
PROSPECTS AND OPPORTUNITIES
Recovery to be slow for variety stores
Variety stores losing out to e-commerce
Growing competition from specialist retailers
CHANNEL DATA
Table 157 Variety Stores: Value Sales, Outlets and Selling Space 2016-2021
Table 158 Variety Stores: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 159 Variety Stores GBO Company Shares: % Value 2017-2021
Table 160 Variety Stores GBN Brand Shares: % Value 2018-2021
Table 161 Variety Stores LBN Brand Shares: Outlets 2018-2021
Table 162 Variety Stores LBN Brand Shares: Selling Space 2018-2021
Table 163 Variety Stores Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 164 Variety Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
DIRECT SELLING IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Direct selling records growth in 2021
Number of direct selling agents on the rise
Farmasi maintains lead, while health focused brands grow market share in 2021
PROSPECTS AND OPPORTUNITIES
Direct selling to grow over the forecast period
Local players to increase market share
Cultural relevance will ensure the continued growth of direct selling
CHANNEL DATA
Table 165 Direct Selling by Category: Value 2016-2021
Table 166 Direct Selling by Category: % Value Growth 2016-2021
Table 167 Direct Selling GBO Company Shares: % Value 2017-2021
Table 168 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 169 Direct Selling Forecasts by Category: Value 2021-2026
Table 170 Direct Selling Forecasts by Category: % Value Growth 2021-2026
HOMESHOPPING IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of bottled water drives home shopping channel in 2021
Price inflation pushing consumers from lower socioeconomic background towards tap water
Nestl? Waters leads sales in the channel
PROSPECTS AND OPPORTUNITIES
Homeshopping to grow over forecast period
Water filters for tap water threat to the channel over the long term
Social factors to bolster homeshopping growth
CHANNEL DATA
Table 171 Homeshopping by Category: Value 2016-2021
Table 172 Homeshopping by Category: % Value Growth 2016-2021
Table 173 Homeshopping GBO Company Shares: % Value 2017-2021
Table 174 Homeshopping GBN Brand Shares: % Value 2018-2021
Table 175 Homeshopping Forecasts by Category: Value 2021-2026
Table 176 Homeshopping Forecasts by Category: % Value Growth 2021-2026
VENDING IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Vending back to growth in 2021
COVID-19 places trends on ice
Highly fragmented environment with no one player standing out
PROSPECTS AND OPPORTUNITIES
Vending to grow over the forecast period on the back of urbanisation and institutional expansion
Vending product portfolios to expand
Diversification of vending machines and payment methods
CHANNEL DATA
Table 177 Vending by Category: Value 2016-2021
Table 178 Vending by Category: % Value Growth 2016-2021
Table 179 Vending Forecasts by Category: Value 2021-2026
Table 180 Vending Forecasts by Category: % Value Growth 2021-2026
E-COMMERCE (GOODS) IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
E-commerce continues rapid growth in 2021
Online marketplaces the locomotive of e-commerce growth
3rd party merchants hold collective market lead
PROSPECTS AND OPPORTUNITIES
E-commerce penetration to increase over forecast period
E-commerce infrastructure and investment to grow over forecast period
E-commerce market consolidating
CHANNEL DATA
Table 181 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 182 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 183 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 184 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 185 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 186 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026
MOBILE E-COMMERCE (GOODS) IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mobile e-commerce already the dominant method for online purchases
Demographic factors still aiding growth, and potential in social commerce
Companies prioritise mobile platform innovations
PROSPECTS AND OPPORTUNITIES
Mobile e-commerce to dominate e-commerce over forecast period
Tech advancements to keep consumers engaged
Strong competition amongst e-commerce players will further inspire innovation in emerging apps
CHANNEL DATA
Table 187 Mobile E-Commerce (Goods): Value 2016-2021
Table 188 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 189 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 190 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
FOOD AND DRINK E-COMMERCE IN TURKEY
KEY DATA FINDINGS
2021 DEVELOPMENTS
Food and drink e-commerce fastest growing category
Growth coming from both online delivery companies and modern grocery retailers
Getir expanding into Europe
PROSPECTS AND OPPORTUNITIES
Food and drink e-commerce to remain fastest growing sector over forecast period
E-commerce penetration of modern grocery retailers to rise
Online delivery companies becoming more prominent over forecast period
CHANNEL DATA
Table 191 Food and Drink E-Commerce: Value 2016-2021
Table 192 Food and Drink E-Commerce: % Value Growth 2016-2021
Table 193 Food and Drink E-Commerce Forecasts: Value 2021-2026
Table 194 Food and Drink E-Commerce Forecasts: % Value Growth 2021-2026
WAREHOUSE CLUBS IN TURKEY
2021 DEVELOPMENTS
