Care Products market in Turkey

The Turkish Care Products eCommerce market is predicted to reach US$5,739.5 million by 2024 and accounts for 21.6% of the total eCommerce market in Turkey. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 16.3%, resulting in a projected market volume of US$10,501.0 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Feminine Hygiene market in Turkey

The Turkish Feminine Hygiene eCommerce market is predicted to reach US$157.8 million by 2024 and accounts for 26.9% of the Hygiene eCommerce market in Turkey. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 28.2%, resulting in a projected market volume of US$426.0 million by 2028. The Feminine Hygiene eCommerce market is a sub-market of the Hygiene market. Further categories within the Hygiene market are: Handkerchiefs, Other Hygiene, and Toilet Paper.

eCommerce revenue development in the Feminine Hygiene market in Turkey

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Feminine Hygiene market in Turkey

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

20202021202220232024202520262027
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)73.027.056.585.191.44.851.214.8

Market definition

Definition of the Feminine Hygiene market within the Care Products market

Market definition: Care Products > Personal Care > Hygiene > Feminine Hygiene The category Feminine Hygiene includes the online trade of tampons, sanitary pads and menstrual cups. This category does not cover incontinence products. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Tampons
  • Sanitary pads
  • Menstrual cups

Out-of-scope

  • Incontinence products

Market comparison

The Turkish Feminine Hygiene market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis