Summary

COVID-19 restrictions' impact on brick-and-mortar retailers was overcome in 2022, with outlets remaining open to the public throughout the year. Although recovery from the pandemic continued to build, consumer demand remained weak compared to 2019. Year-on-year revenue growth in current terms reached up to triple digits. However, the lack of corresponding volume growth highlights that value gain resulted from extreme inflation, pushing price points significantly high. The deterioration of the Tu...

Euromonitor International's Retail 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: Retail E-Commerce, Retail Offline.

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

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* Get a detailed picture of the Retail market;
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Table of Contents

Retail in Turkey
Euromonitor International
April 2023

List Of Contents And Tables

RETAIL IN TURKEY
EXECUTIVE SUMMARY
Retail in 2022: The big picture
Retail e-commerce continues to expand at the expense of store based retail
High inflation dampens demand and reduces profitability
What next for retail?
OPERATING ENVIRONMENT
Informal retail
Opening hours for physical retail
Summary 1 Standard Opening Hours by Channel Type 2022
Seasonality
Black Friday
Ramadan (Eid al Fitr)
MARKET DATA
Table 1 Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2017-2022
Table 2 Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2017-2022
Table 3 Sales in Retail Offline by Channel: Value 2017-2022
Table 4 Sales in Retail Offline by Channel: % Value Growth 2017-2022
Table 5 Retail Offline Outlets by Channel: Units 2017-2022
Table 6 Retail Offline Outlets by Channel: % Unit Growth 2017-2022
Table 7 Sales in Retail E-Commerce by Product: Value 2017-2022
Table 8 Sales in Retail E-Commerce by Product: % Value Growth 2017-2022
Table 9 Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 10 Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 11 Sales in Grocery Retailers by Channel: Value 2017-2022
Table 12 Sales in Grocery Retailers by Channel: % Value Growth 2017-2022
Table 13 Grocery Retailers Outlets by Channel: Units 2017-2022
Table 14 Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 15 Non-Grocery Retailers: Value Sales, Outlets and Selling Space 2017-2022
Table 16 Non-Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 17 Sales in Non-Grocery Retailers by Channel: Value 2017-2022
Table 18 Sales in Non-Grocery Retailers by Channel: % Value Growth 2017-2022
Table 19 Non-Grocery Retailers Outlets by Channel: Units 2017-2022
Table 20 Non-Grocery Retailers Outlets by Channel: % Unit Growth 2017-2022
Table 21 Retail GBO Company Shares: % Value 2018-2022
Table 22 Retail GBN Brand Shares: % Value 2019-2022
Table 23 Retail Offline GBO Company Shares: % Value 2018-2022
Table 24 Retail Offline GBN Brand Shares: % Value 2019-2022
Table 25 Retail Offline LBN Brand Shares: Outlets 2019-2022
Table 26 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 27 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 28 Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 29 Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 30 Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 31 Non-Grocery Retailers GBO Company Shares: % Value 2018-2022
Table 32 Non-Grocery Retailers GBN Brand Shares: % Value 2019-2022
Table 33 Non-Grocery Retailers LBN Brand Shares: Outlets 2019-2022
Table 34 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: Value 2022-2027
Table 35 Forecast Sales in Retail by Retail Offline vs Retail E-Commerce: % Value Growth 2022-2027
Table 36 Forecast Sales in Retail Offline by Channel: Value 2022-2027
Table 37 Forecast Sales in Retail Offline by Channel: % Value Growth 2022-2027
Table 38 Forecast Retail Offline Outlets by Channel: Units 2022-2027
Table 39 Forecast Retail Offline Outlets by Channel: % Unit Growth 2022-2027
Table 40 Forecast Sales in Retail E-Commerce by Product: Value 2022-2027
Table 41 Forecast Sales in Retail E-Commerce by Product: % Value Growth 2022-2027
Table 42 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 43 Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 44 Forecast Sales in Grocery Retailers by Channel: Value 2022-2027
Table 45 Forecast Sales in Grocery Retailers by Channel: % Value Growth 2022-2027
Table 46 Forecast Grocery Retailers Outlets by Channel: Units 2022-2027
Table 47 Forecast Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
Table 48 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 49 Non-Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 50 Forecast Sales in Non-Grocery Retailers by Channel: Value 2022-2027
Table 51 Forecast Sales in Non-Grocery Retailers by Channel: % Value Growth 2022-2027
Table 52 Forecast Non-Grocery Retailers Outlets by Channel: Units 2022-2027
Table 53 Forecast Non-Grocery Retailers Outlets by Channel: % Unit Growth 2022-2027
DISCLAIMER
SOURCES
Summary 2 Research Sources
CONVENIENCE RETAILERS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Convenience stores record strong value growth, benefiting from ongoing expansions
Yildiz Holding is an ongoing threat to the success of leader Migros
 Forecourt retailers gain ground as players invest in diversifying their product range
PROSPECTS AND OPPORTUNITIES
The ongoing expansion of convenience stores boosts forecast growth
Convenience stores to remain consolidated as franchises grow
Private label rises as price-sensitivity continues across the coming years
CHANNEL DATA
Table 65 Convenience Retail: Value Sales, Outlets and Selling Space 2017-2022
Table 66 Convenience Retail: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 67 Sales in Convenience Retailers by Channel: Value 2017-2022
Table 68 Sales in Convenience Retailers by Channel: % Value Growth 2017-2022
Table 69 Convenience Retail GBO Company Shares: % Value 2018-2022
Table 70 Convenience Retail GBN Brand Shares: % Value 2019-2022
Table 71 Convenience Retail LBN Brand Shares: Outlets 2019-2022
Table 72 Convenience Retail Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 73 Convenience Retail Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 74 Forecast Sales in Convenience Retailers by Channel: Value 2022-2027
Table 75 Forecast Sales in Convenience Retailers by Channel: % Value Growth 2022-2027
DISCOUNTERS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Discounters expand, outperforming supermarkets in 2022
Private label records strong growth as consumers trade down due to rising inflation
BIM leads, appealing to consumers through an extensive private label range
PROSPECTS AND OPPORTUNITIES
Discounters continue to drive growth over the forecast period
Private label records positive growth due to rising price-sensitivity 
Discounters offer e-commerce services to increase convenience for consumers
CHANNEL DATA
Table 76 Discounters: Value Sales, Outlets and Selling Space 2017-2022
Table 77 Discounters: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 78 Discounters GBO Company Shares: % Value 2018-2022
Table 79 Discounters GBN Brand Shares: % Value 2019-2022
Table 80 Discounters LBN Brand Shares: Outlets 2019-2022
Table 81 Discounters Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 82 Discounters Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HYPERMARKETS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Changing consumer habits continue to hamper growth for hypermarkets
Migros leads hypermarkets, investing in digitalisation to make shopping easier
Private label sales expand as price sensitivity shapes consumer buying habits
PROSPECTS AND OPPORTUNITIES
Challenges lead to slow growth, as competition from smaller retailers is high
Competitive landscape to remain consolidated as smaller players depart
Hypermarkets located near shopping malls appeal to consumers 
CHANNEL DATA
Table 83 Hypermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 84 Hypermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 85 Hypermarkets GBO Company Shares: % Value 2018-2022
Table 86 Hypermarkets GBN Brand Shares: % Value 2019-2022
Table 87 Hypermarkets LBN Brand Shares: Outlets 2019-2022
Table 88 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 89 Hypermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SUPERMARKETS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth continues, benefiting from close proximity to consumers 
Supermarkets focus on deals and discounts during a time of economic hardship 
Migros Tic AS leads, focusing on four separate store formats 
PROSPECTS AND OPPORTUNITIES
Supermarkets record modest growth while seeing further expansion
Local supermarket brands remain competitive against international players
Supermarkets to drive e-commerce growth in grocery retailing
CHANNEL DATA
Table 54 Supermarkets: Value Sales, Outlets and Selling Space 2017-2022
Table 55 Supermarkets: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 56 Supermarkets GBO Company Shares: % Value 2018-2022
Table 57 Supermarkets GBN Brand Shares: % Value 2019-2022
Table 58 Supermarkets LBN Brand Shares: Outlets 2019-2022
Table 59 Supermarkets Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 60 Supermarkets Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
SMALL LOCAL GROCERS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Small local grocers lose share, unable to compete during levels of high inflation
A growing number of local grocers are converting into convenience stores
The small local grocers' landscape remains fragmented, with many family businesses
PROSPECTS AND OPPORTUNITIES
Small local grocers set to lose ground over the forecast period
Convenience stores continue to challenge small local grocers
Legislative action to curb chained grocery retailers to benefit local grocers
CHANNEL DATA
Table 90 Small Local Grocers: Value Sales, Outlets and Selling Space 2017-2022
Table 91 Small Local Grocers: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 92 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 93 Small Local Grocers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPAREL AND FOOTWEAR SPECIALISTS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth is bolstered by increased spending from inbound tourists
Quick commerce is making inroads in apparel specialists
Sustainable garment lines grow, appealing to the rise of eco-friendly consumers
PROSPECTS AND OPPORTUNITIES
Apparel brands become online marketplaces to retain profits
International companies shift production to Turkey amidst supply chain disruptions
Growth opportunities for Turkish companies abroad
CHANNEL DATA
Table 94 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 95 Apparel and Footwear Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 96 Apparel and Footwear Specialists GBO Company Shares: % Value 2018-2022
Table 97 Apparel and Footwear Specialists GBN Brand Shares: % Value 2019-2022
Table 98 Apparel and Footwear Specialists LBN Brand Shares: Outlets 2019-2022
Table 99 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 100 Apparel and Footwear Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
APPLIANCES AND ELECTRONICS SPECIALISTS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Growth is driven by ongoing remote working and aggressive price promotions
Supply bottlenecks and currency devaluation continues to hit prices in 2022
Chained modern electronics specialist retailers expand
PROSPECTS AND OPPORTUNITIES
E-commerce continues to grow as consumers appreciate convenience
The landscape is set to consolidate, with larger players taking share
The popularity of integrated products boosts growth on the landscape
CHANNEL DATA
Table 101 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 102 Appliances and Electronics Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 103 Appliances and Electronics Specialists GBO Company Shares: % Value 2018-2022
Table 104 Appliances and Electronics Specialists GBN Brand Shares: % Value 2019-2022
Table 105 Appliances and Electronics Specialists LBN Brand Shares: Outlets 2019-2022
Table 106 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 107 Appliances and Electronics Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
HEALTH AND BEAUTY SPECIALISTS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Profit margins suffer as players run promotions to keep sales high
Health and personal care stores benefit from the increasing interest in wellness
Dietary supplements expand following the outbreak of COVID-19
PROSPECTS AND OPPORTUNITIES
Health and personal care stores see growth, while beauty specialists consolidate
The highly fragmented landscape has opportunities for local players
Optical goods stores continue to struggle across the forecast period
CHANNEL DATA
Table 108 Health and Beauty Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 109 Health and Beauty Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 110 Sales in Health and Beauty Specialists by Channel: Value 2017-2022
Table 111 Sales in Health and Beauty Specialists by Channel: % Value Growth 2017-2022
Table 112 Health and Beauty Specialists GBO Company Shares: % Value 2018-2022
Table 113 Health and Beauty Specialists GBN Brand Shares: % Value 2019-2022
Table 114 Health and Beauty Specialists LBN Brand Shares: Outlets 2019-2022
Table 115 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 116 Health and Beauty Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 117 Forecast Sales in Health and Beauty Specialists by Channel: Value 2022-2027
Table 118 Forecast Sales in Health and Beauty Specialists by Channel: % Value Growth 2022-2027
HOME PRODUCTS SPECIALISTS IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
DIY continues to boost sales for home products specialists
Ikea retains its lead; however, the landscape is highly fragmented
Experience stores spread to homewares, enhancing how consumers shop
PROSPECTS AND OPPORTUNITIES
Weak consumer demand to stall growth over the forecast period
Home product landscape set to consolidate across the coming years
Export opportunities to grow for the Turkish furniture industry
CHANNEL DATA
Table 119 Home Products Specialists: Value Sales, Outlets and Selling Space 2017-2022
Table 120 Home Products Specialists: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 121 Sales in Home Products Specialists by Channel: Value 2017-2022
Table 122 Sales in Home Products Specialists by Channel: % Value Growth 2017-2022
Table 123 Home Products Specialists GBO Company Shares: % Value 2018-2022
Table 124 Home Products Specialists GBN Brand Shares: % Value 2019-2022
Table 125 Home Products Specialists LBN Brand Shares: Outlets 2019-2022
Table 126 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 127 Home Products Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 128 Forecast Sales in Home Products Specialists by Channel: Value 2022-2027
Table 129 Forecast Sales in Home Products Specialists by Channel: % Value Growth 2022-2027
GENERAL MERCHANDISE STORES IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Inbound tourism boosts growth for general merchandisers in 2022
Boyner launches hyperlocal delivery services to boost share
E-commerce sales hamper the development of variety stores
PROSPECTS AND OPPORTUNITIES
Department stores see low growth and variety stores face growing competition
Department stores attract customers through experience-based retailing
Return of inbound tourists to benefit luxury department stores
CHANNEL DATA
Table 146 General Merchandise Stores: Value Sales, Outlets and Selling Space 2017-2022
Table 147 General Merchandise Stores: Value Sales, Outlets and Selling Space: % Growth 2017-2022
Table 148 Sales in General Merchandise Stores by Channel: Value 2017-2022
Table 149 Sales in General Merchandise Stores by Channel: % Value Growth 2017-2022
Table 150 General Merchandise Stores GBO Company Shares: % Value 2018-2022
Table 151 General Merchandise Stores GBN Brand Shares: % Value 2019-2022
Table 152 General Merchandise Stores LBN Brand Shares: Outlets 2019-2022
Table 153 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space 2022-2027
Table 154 General Merchandise Stores Forecasts: Value Sales, Outlets and Selling Space: % Growth 2022-2027
Table 155 Forecast Sales in General Merchandise Stores by Channel: Value 2022-2027
Table 156 Forecast Sales in General Merchandise Stores by Channel: % Value Growth 2022-2027
DIRECT SELLING IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Direct selling agents on the rise as the landscape records growth
The rising interest in health and wellness boosts the share of health-focused brands
Farmasi maintains the lead, while health-focused brands show positive growth
PROSPECTS AND OPPORTUNITIES
Direct selling to grow over the forecast period as home working continues
Local players to increase market share on the landscape 
Cultural relevance will ensure the continued growth of direct selling
CHANNEL DATA
Table 130 Direct Selling by Product: Value 2017-2022
Table 131 Direct Selling by Product: % Value Growth 2017-2022
Table 132 Direct Selling GBO Company Shares: % Value 2018-2022
Table 133 Direct Selling GBN Brand Shares: % Value 2019-2022
Table 134 Direct Selling Forecasts by Product: Value 2022-2027
Table 135 Direct Selling Forecasts by Product: % Value Growth 2022-2027
VENDING IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Vending sees modest growth in 2022 as restrictions on movement is lifted
Turkish vending sector lags behind Western European markets
Vending products is restricted to soft drinks and packaged food
PROSPECTS AND OPPORTUNITIES
Vending to grow, however, remote working challenges sales
Infrastructure development is set to benefit vending over the coming years
Vending to gain from portfolio expansions, boosting growth
CHANNEL DATA
Table 61 Vending by Product: Value 2017-2022
Table 62 Vending by Product: % Value Growth 2017-2022
Table 63 Vending Forecasts by Product: Value 2022-2027
Table 64 Vending Forecasts by Product: % Value Growth 2022-2027
RETAIL E-COMMERCE IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Share of retail e-commerce continues to gain ground in 2022
Marketplaces dominate the retail e-commerce space in 2022
Quick commerce is expanding within retail e-commerce
PROSPECTS AND OPPORTUNITIES
Following COVID-19, grocery e-commerce continues to increase
Marketplaces face increased competition from newer players
 Retail e-commerce to continue consolidating over the forecast
CHANNEL DATA
Table 136 Retail E-Commerce by Channel: Value 2017-2022
Table 137 Retail E-Commerce by Channel: % Value Growth 2017-2022
Table 138 Retail E-Commerce by Product: Value 2017-2022
Table 139 Retail E-Commerce by Product: % Value Growth 2017-2022
Table 140 Retail E-Commerce GBO Company Shares: % Value 2018-2022
Table 141 Retail E-Commerce GBN Brand Shares: % Value 2019-2022
Table 142 Forecast Retail E-Commerce by Channel: Value 2022-2027
Table 143 Forecast Retail E-Commerce by Channel: % Value Growth 2022-2027
Table 144 Forecast Retail E-Commerce by Product: Value 2022-2027
Table 145 Forecast Retail E-Commerce by Product: % Value Growth 2022-2027