The cosmetics sector has been one of the fastest growing and most promising areas in Turkey over the past few years. Cosmetics and body care products are a relatively new segment of products in this country, but mobile and quickly adjusting to global consumer needs.
Varieties of Turkish cosmetics
The most popular products in the Turkish cosmetic market include:
- body care products, toiletries for men;
- products for depilation;
- soap in pieces, bath liquids and shower gels;
- makeup cosmetics;
- deodorants and antiperspirants;
- perfumes, colognes;
- baby skin care products;
- products for oral hygiene (pastes and powders for brushing your teeth, rinsing your mouth, etc.).
What are the most popular products?
The lion's share of the market and the demand among consumers is demonstrated by the shampoo segment. Another group of cosmetic products with high growth potential in the Turkish market is made up of special skin protection products, which is caused by the growing interest and concern for maintaining health in correlation with beauty maintenance procedures.
Most women spend significant amounts on the purchase of Turkish cosmetics and body and skin care products, in particular, products that slow down the skin aging process, wrinkles or eliminate skin diseases. Retinol (Retin-A) and nutrients like Vitamin E are very popular.
Not just for women ...
Over the past few years, a significant increase in demand has been recorded in the segment of men's cosmetics: companies producing these products have noticed increased male interest in skin care products that help to ensure a healthy look for a long time. This aspect is culturally determined: Turkish manufacturers take into account the specifics of the world cosmetic market as well as possible, which is manifested, in particular, in carefully designed packages of new products introduced to the market with the thought of the interests of the buyer.
The main thing is consumer interests
Turkish cosmetics on the world market is represented mainly by two groups of products. In particular, these are:
- Products that slow down the aging process of the skin, protect against the harmful effects of ultraviolet rays, pollutants in the atmosphere and prevent the appearance of cellulite. An increased demand for sun protection cosmetics (UV) is observed in all age groups of consumers, this applies to both women and men who want to keep youth as long as possible.
- Perfumery products (perfumes, eau de toilette, cologne), aimed at a group of young people (15-25 years old), fully consistent with American and Western European samples.
Entering the global market
The Turkish cosmetics market is becoming more diverse, quality is constantly improving, production facilities and a line of cosmetic products are improving. In addition to large companies, local manufacturers also work. Most of the organizations producing Turkish cosmetics, Farmasi, for example, have achieved world quality standards and have quality certificates for compliance with ISO 9000 and ISO 14001.
New and competitive products are increasingly appearing on the Turkish market. These include: natural soap, shampoos based on natural ingredients and herbs. Products containing medicinal components, including the world famous Turkish laurel soap and soap with olive oil, are mass-produced by small local enterprises.
The Turkish cosmetic sector is currently focused mainly on exports. Local manufacturers in this segment have a number of their own brands, which have already gained recognition of regular Turkish consumers and admirers abroad. But some cosmetics are still rarely found abroad, for example, Turkish Bioscha cosmetics are mainly presented in local stores, in other countries it is quite rare. Most companies in this industry are located in Istanbul.
What products are on sale?
The Turkish sector of the cosmetics industry consists of 5 main product groups:
- Bath fluids and gels, lotions before and after shaving, creams, soaps, deodorants, antiperspirants, salts, oils, lotions and other shower products, hair removal products, indoor air fresheners, disposable diapers, sanitary napkins, wet wipes and etc. At the same time, it is important that Turkish Harems cosmetics and products of other brands contain only natural ingredients.
- Beauty, makeup, skin care products (face, body creams, moisturizing lotions and powders, skin cleansing products, eye and lip makeup, manicure and pedicure preparations, skin protection from the sun, sun tanning products and other products.
- Products for hair: shampoos, conditioners, lotions, preparations and devices for straightening and curling, liquids and sprays, paints, varnishes and other hair products.
- Perfumes and eau de toilette: perfumes, colognes, products, accessories and more. According to reviews of Turkish cosmetics, men in Turkey prefer colognes with a citrus flavor.
- Products for hygiene of teeth and oral cavity: aerosols, liquids, pastes and powders for cleaning teeth, liquids for rinsing and refreshing the oral cavity, dental floss, etc.
According to surveys, Turkish bath products and men's cosmetics have the highest demand among consumers. Shampoos and hair care products occupy the second position, while the third is dominated by makeup products and women's body creams.