튀르키예의 티슈 및 위생용품 시장

Tissue and hygiene in Turkey demonstrated resilience and momentum in 2025, with dynamic growth in retail current value sales. This growth outpaces typical regional benchmarks amid persistent inflationary pressures and constrained disposable incomes. This environment intensifies the appeal of the Turkish market, driven by robust demand for essential goods, high population figures and ongoing consumer shifts towards bulk formats, economy lines and private label, while simultaneously allowing premi...

Euromonitor International's Tissue and Hygiene in Turkiye report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2021-2025, 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 2030 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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

Executive Summary

2025 Developments

Key Data Insights

Key Industry Trends

CHART 1 Key Industry Trends for Tissue and Hygiene

Industry Performance

Aqua's New Bulk Offer Strengthens Affordability as Inflationary Pressure Continues to Bite

CHART 2 Aqua Launches Bulk Toilet Paper

Toilet Paper Drives Retail Tissue's Fast Growth in Value Sales

Sleepy Bio Natural Makes Premium, Clean-Label Wipes Affordable for Families

CHART 3 Chart Sleepy Bio Natural Offers Premium, Clean Label Baby Wipes

CHART 4 Value Sales 2020-2030

CHART 5 Value Sales by Category 2025

What's Next?

Discounters to Extend Reach as Value for Money Choices Reshape Product Mix

CHART 6 Analyst Insight for Tissue and Hygiene

Adult Incontinence and Natural Hygiene Lines to Attract New Demand Drivers

CHART 7 Forecast Value Sales 2020-2030

CHART 8 Forecast Value Sales by Category 2025-2030

Competitive Landscape

The Competitive Landscape Sees Gradual Concentration

Evyap Sabun Yag Gliserin Acquires the Komili Brand to Help Reshape Competitive Dynamics

CHART 9 Company Shares 2025

CHART 10 Brand Shares 2025

Channels

Discounters Expand Reach as Value for Money Trumps Format Loyalty

E-Commerce Accelerates as Convenience Reshapes Shopping Habits

CHART 11 Retail Channels 2020-2025

Economic Context

CHART 12 Economic Context for Tissue and Hygiene

CHART 13 Real Gdp Growth 2020-2030

CHART 14 Inflation 2020-2030

Consumer Context

CHART 15 Consumer Context for Tissue and Hygiene

CHART 16 Population 2020-2030

CHART 17 Consumer Expenditure 2020-2030

CHART 18 Population by Generation 2025

Country Reports Disclaimer

MENSTRUAL CARE IN TURKIYE

• Key Data Insights
• 2025 Developments
• Menstrual Care Summary
• Key Industry Trends
• CHART 19 Key Industry Trends for Menstrual Care
• Industry Performance
• Affordability Is the Key Sales Driver Amidst Space for Premiumisation
• Towels Retain Core Demand While Disposable Period Pants Gain Traction in Urban Areas
• CHART 20 Sleepy Bio Ultra Combo Offers Affordable Premium Menstrual Care
• Clean Wellness and Sustainability Expectations Add Dynamism to Menstrual Care
• CHART 21 Molped Pure & Soft Supports Skinfriendly Menstrual Care
• CHART 22 Value Sales 2020-2030
• CHART 23 Volume Sales 2020-2030
• CHART 24 Value Sales by Category 2025
• What's Next?
• Local Brands Increase Value Pack Offerings as Discounters' Expansion Reshapes Demand
• Towels Sustain Dominance While Tampons and Pantyliners Gain Momentum
• CHART 25 Forecast Value Sales 2020-2030
• CHART 26 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Molped Leverages Affordability to Strengthen Its Position
• CHART 27 Analyst Insight for Menstrual Care
• CHART 28 Kotex Natural Offers a Sustainable Range
• CHART 29 Company Shares 2025
• CHART 30 Brand Shares 2025
• Channels
• Discounters Leverage Price Advantage and Reach to Capture Value-Driven Shoppers
• Retail E-Commerce Accelerates with the Demand for Privacy and Choice
• CHART 31 Retail Channels 2020-2025
• Economic Context
• CHART 32 Economic Context for Menstrual Care
• CHART 33 Real Gdp Growth 2020-2030
• CHART 34 Inflation 2020-2030
• Consumer Context
• CHART 35 Consumer Context for Menstrual Care
• CHART 36 Population 2020-2030
• CHART 37 Consumer Expenditure 2020-2030
• CHART 38 Population by Generation 2025
• Country Reports Disclaimer

NAPPIES/DIAPERS/PANTS IN TURKIYE

• Key Data Insights
• 2025 Developments
• Nappies/Diapers/Pants Summary
• Key Industry Trends
• CHART 39 Key Industry Trends for Nappies/Diapers/Pants
• Industry Performance
• Key Demographic Trends Shape Demand Developments and Company Strategies
• Sleepy Extra Size 7 and Bulk Formats Drive Longer Usage and Higher Spend per Child
• CHART 40 Launch of Sleepy Extra Size 7 to Counter Falling Birth Rates
• CHART 41 Analyst Insight for Nappies/Diapers/Pants
• Evy Baby and Molfix Accelerate Innovation in Line with the Category Balance between Affordability and Premiumisation
• CHART 42 Evy Baby Comes in Affordable Hypoallergenic Multipacks
• CHART 43 Value Sales 2020-2030
• CHART 44 Volume Sales 2020-2030
• CHART 45 Value Sales by Category 2025
• What's Next?
• Local Brands to Drive Growth through Extended Use and Flexible Pricing
• Disposable Pants to Outpace Core Lines in Growth Terms as Innovation Meets Changing Needs
• Premiumisation Advances Where Benefits Are Clearly Proven and Promoted
• CHART 46 Forecast Value Sales 2020-2030
• CHART 47 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Local Brands Consolidate Leadership of the Competitive Landscape
• CHART 48 Molfix Launches Turkey'S Only Oxygen System Nappies in 2025
• CHART 49 Company Shares 2025
• CHART 50 Brand Shares 2025
• Channels
• Discounters Expand Reach and Share as Supermarkets Maintain Top Spot
• E-Commerce Attracts Bulk Buyers with Convenience and Value
• CHART 51 Retail Channels 2020-2025
• Economic Context
• CHART 52 Economic Context for Nappies/Diapers/Pants
• CHART 53 Real Gdp Growth 2020-2030
• CHART 54 Inflation 2020-2030
• Consumer Context
• CHART 55 Consumer Context for Nappies/Diapers/Pants
• CHART 56 Population 2020-2030
• CHART 57 Consumer Expenditure 2020-2030
• CHART 58 Population by Generation 2025
• Country Reports Disclaimer

RETAIL ADULT INCONTINENCE IN TURKIYE

• Key Data Insights
• 2025 Developments
• Retail Adult Incontinence Summary
• Key Industry Trends
• CHART 59 Key Industry Trends for Retail Adult Incontinence
• Industry Performance
• Diversity and Inclusivity Play a Key Role in Category Expansion
• Affordability Shapes Consumers' Purchasing Decisions for Retail Adult Incontinence Products
• CHART 60 Sleepy Strengthens Affordability in Retail Adult Incontinence
• Pants Add Dynamism to the Category Performance as Distribution Widens to Meet the Demand for Convenience
• CHART 61 Depend Pants Offering Full Protection Throughout the Day
• CHART 62 Value Sales 2020-2030
• CHART 63 Volume Sales 2020-2030
• CHART 64 Value Sales by Category 2025
• What's Next?
• Local Manufacturers Drive Innovation in Pants and Convenience
• Changes in the Distribution Landscape to Impact Strategies and Innovation
• CHART 65 Analyst Insight for Retail Adult Incontinence
• Product Innovation to Follow the Shift to Pants and Underwear-Style Designs
• CHART 66 Forecast Value Sales 2020-2030
• CHART 67 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Early Investments in Trending Formats and Extensive Distribution Keep Ontex and Essity Ahead of the Field
• CHART 68 Company Shares 2025
• CHART 69 Brand Shares 2025
• Channels
• Health and Beauty Specialists Maintain Lead as the Competition Intensifies
• E-Commerce Attracts Urban Shoppers with Privacy and Price Promotions
• CHART 70 Retail Channels 2020-2025
• Economic Context
• CHART 71 Economic Context for Retail Adult Incontinence
• CHART 72 Real Gdp Growth 2020-2030
• CHART 73 Inflation 2020-2030
• Consumer Context
• CHART 74 Consumer Context for Retail Adult Incontinence
• CHART 75 Population 2020-2030
• CHART 76 Consumer Expenditure 2020-2030
• CHART 77 Population by Generation 2025
• Country Reports Disclaimer

RX/REIMBURSEMENT ADULT INCONTINENCE IN TURKIYE

• Key Data Insights
• 2025 Developments
• Rx/Reimbursement Adult Incontinence Summary
• Key Industry Trends
• CHART 78 Key Industry Trends for Rx/Reimbursement Adult Incontinence
• Industry Performance
• Caregivers See Expanding Purchasing Options as Bank Transfers Ease Access
• Social Security Drives Demand for Reimbursed Products as the Ageing Population Trend Accelerates
• Direct Deposit Policy Enables Flexible Shopping and Improves Purchasing Ease
• CHART 79 Value Sales 2020-2030
• CHART 80 Volume Sales 2020-2030
• What's Next?
• Caregivers Leverage Direct Payments to Streamline Monthly Purchasing
• Reimbursement Criteria Rather Than Premium Differentiation to Continue to Determine the Offer
• CHART 81 Forecast Value Sales 2020-2030
• Channels
• Medical Supply Stores Retain Trust Even as New Channels Diversify Access
• E-Commerce Attracts Urban Caregivers but Faces Constraints
• Economic Context
• CHART 82 Economic Context for Rx/Reimbursement Adult Incontinence
• CHART 83 Real Gdp Growth 2020-2030
• CHART 84 Inflation 2020-2030
• Consumer Context
• CHART 85 Consumer Context for Rx/Reimbursement Adult Incontinence
• CHART 86 Population 2020-2030
• CHART 87 Consumer Expenditure 2020-2030
• CHART 88 Population by Generation 2025
• Country Reports Disclaimer

WIPES IN TURKIYE

• Key Data Insights
• 2025 Developments
• Wipes Summary
• Key Industry Trends
• CHART 89 Key Industry Trends for Wipes
• Industry Performance
• Personal Wipes Dominate, but the Competition Is Mounting
• Baby Turco Leverages Locally Sourced Cotton to Win over Price-Sensitive Families
• CHART 90 Baby Turco Launches Affordable Baby Wipes Made with Locally Sourced Cotton
• Sleepy Responds to Premiumisation Demand with Organic and Plant-Based Wipes
• CHART 91 Sleepy Offers Organic Cotton, Plantbased Wipes
• CHART 92 Value Sales 2020-2030
• CHART 93 Value Sales by Category 2025
• What's Next?
• Discounters and E-Commerce to Appeal to Economy-Focused Families
• CHART 94 Analyst Insight for Wipes
• Home Care Wipes to Continue to Develop and Challenge Personal Wipes
• CHART 95 Forecast Value Sales 2020-2030
• CHART 96 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Bim Birlesik Magazacilik and Eruslu Saglik Outpace Rivals
• CHART 97 Company Shares 2025
• CHART 98 Brand Shares 2025
• Channels
• Discounters Expand Reach as Price-Sensitive Shoppers Seek Savings
• Retail E-Commerce Captures Consumers with Bulk Offers and Eco-Friendly Claims
• CHART 99 Retail Channels 2020-2025
• Economic Context
• CHART 100 Economic Context for Wipes
• CHART 101 Real Gdp Growth 2020-2030
• CHART 102 Inflation 2020-2030
• Consumer Context
• CHART 103 Consumer Context for Wipes
• CHART 104 Population 2020-2030
• CHART 105 Consumer Expenditure 2020-2030
• CHART 106 Population by Generation 2025
• Country Reports Disclaimer

RETAIL TISSUE IN TURKIYE

• Key Data Insights
• 2025 Developments
• Retail Tissue Summary
• Key Industry Trends
• CHART 107 Key Industry Trends for Retail Tissue
• Industry Performance
• Consumer Behaviour Reflects Need and Affordability Concerns, but Also Trading-Up Instincts
• Toilet Paper Dominates as Consumers Seek Comfort and Hygiene
• CHART 108 Sofia Launches Premium 4-ply Toilet Paper in 2025
• Premium Innovations Win over Value-Conscious Shoppers Despite Economic Pressure on Household Budgets
• CHART 109 Sofia Skin Love Targets Skin Care and Hygiene Needs
• CHART 110 Value Sales 2020-2030
• CHART 111 Volume Sales 2020-2030
• CHART 112 Value Sales by Category 2025
• What's Next?
• Discounters and E-Commerce to Expand Reach as Households Prioritise Value for Money
• Boxed Facial Tissues Players to Leverage Wellness Focus to Gain Momentum
• CHART 113 Forecast Value Sales 2020-2030
• CHART 114 Forecast Value Sales by Category 2025-2030

Competitive Landscape

• Discounters and Leading Branded Players Reshape Share through Pricing and Scale
• CHART 115 Analyst Insight for Retail Tissue
• CHART 116 Company Shares 2025
• CHART 117 Brand Shares 2025
• Channels
• Discounters and E-Commerce Gain as Value-Driven Purchasing Intensifies
• Aqua and Premium Brands Reshape Competition through Pricing
• CHART 118 Retail Channels 2020-2025
• Economic Context
• CHART 119 Economic Context for Retail Tissue
• CHART 120 Real Gdp Growth 2020-2030
• CHART 121 Inflation 2020-2030
• Consumer Context
• CHART 122 Consumer Context for Retail Tissue
• CHART 123 Population 2020-2030
• CHART 124 Consumer Expenditure 2020-2030
• CHART 125 Population by Generation 2025
• Country Reports Disclaimer

AWAY-FROM-HOME TISSUE AND HYGIENE IN TURKIYE

• Key Data Insights
• 2025 Developments
• Away from Home Tissue and Hygiene Summary
• Key Industry Trends
• CHART 126 Key Industry Trends for Away-From-Home Tissue and Hygiene
• Industry Performance
• Strong Channel Activity and Non-Discretionary Demand Foster Growth
• Selpak Professional Spurs Shift Towards Health- and Safety-Led Positioning
• CHART 127 Selpak Professional Strengthens Hygiene-led AFH Tissue Choice
• Hayat Kimya'S Single-Use Solutions Accelerate the Shift From Reusable Cloths to Disposables
• CHART 128 Hayat Kimya's Focus Professional Offers Fast, Single-use Tissue Solutions
• CHART 129 Value Sales 2020-2030
• CHART 130 Value Sales by Category 2025
• What's Next?
• Afh Paper Towels and Afh Wipers to Gain Traction as Usage Is Increasingly Viewed as Essential
• Hygiene Intensity and Procurement Efficiency to Reshape Business Priorities
• CHART 131 Forecast Value Sales 2020-2030
• CHART 132 Forecast Value Sales by Category 2025-2030
• Channels
• The Expansion of Horeca and Business/Industry Sustains High Tissue Usage and Growth Opportunities
• CHART 133 Retail Channels 2020-2025
• Economic Context
• CHART 134 Economic Context for Away-From-Home Tissue and Hygiene
• CHART 135 Real Gdp Growth 2020-2030
• CHART 136 Inflation 2020-2030
• Consumer Context
• CHART 137 Consumer Context for Away-From-Home Tissue and Hygiene
• CHART 138 Population 2020-2030
• CHART 139 Consumer Expenditure 2020-2030
• CHART 140 Population by Generation 2025
• Country Reports Disclaimer