Care Products market in Turkey
The Turkish Care Products eCommerce market is predicted to reach US$5,988.1 million by 2024 and accounts for 13.5% 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 27.6%, resulting in a projected market volume of US$15,857.3 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.
Monthly revenues
Monthly eCommerce revenues in the Turkish Personal Care market
The monthly eCommerce revenue of the Turkish Personal Care market was US$451 million in November 2024. This refers to a growth of 15.1% compared to October 2024. Within the last 12 months, the monthly revenue share was the highest in December 2023 with 11.2% of the total 2023 revenue of the Turkish Personal Care market and the lowest in June 2024 with 6.6% of the total 2024 revenue.
Revenue Last Month
US$451.2m
The eCommerce revenue grew by 15.1% from October 2024 to November 2024.
Monthly revenue shares in the last 12 months
| 0-2024 | 1-2024 | 2-2024 | 3-2024 | 4-2024 | 5-2024 | 6-2024 | 7-2024 | 8-2024 | 9-2024 | 10-2024 | 11-2024 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Monthly revenue share (in %) | 32.0 | 16.3 | 26.3 | 81.2 | 57.7 | 49.8 | 85.2 | 67.3 | 81.7 | 33.2 | 71.3 | 54.4 |
Market development
eCommerce revenue development in the Personal Care market in Turkey
The Turkish Personal Care eCommerce market is predicted to reach US$4,072.6 million by 2024 and accounts for 68.0% of the Care Products 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 26.6%, resulting in a projected market volume of US$10,452.2 million by 2028. The Personal Care eCommerce market is a sub-market of the Care Products market. Further categories within the Care Products market are: Health Care, and Household Care.
eCommerce revenue development in the Personal Care market in Turkey
eCommerce revenue growth in the Personal Care market in Turkey
Net eCommerce revenue split by sub-category
| 2020 | 2021 | 2022 | 2023 | 2024 | 2025 | 2026 | 2027 | |
|---|---|---|---|---|---|---|---|---|
| Revenue (in mUS$) | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 | 0.0 |
| Growth (in %) | 97.7 | 57.1 | 79.7 | 93.9 | 45.5 | 30.4 | 84.6 | 4.7 |
Top stores
Top five Personal Care online stores in Turkey by net sales 2023
With sales in the Turkish Personal Care market, trendyol.com generated a revenue of US$368.0 million in 2023, which means it is the leading online store in this market. The Personal Care ranking of Turkey is based on all online stores that generated sales in this market in 2023. Due to a country- and category-dependent approach, both national and international online stores can be part of the ranking. The graph shows a filtered revenue. It only includes national sales within the respective market.
eCommerce net sales generated in the Personal Care market in Turkey in 2023
| Filtered revenue / share eCommerce net sales refer to the year 2023 | Global revenue eCommerce net sales refer to the year 2023 | Growth eCommerce net sales growth refers to 2023/2022 | |
|---|---|---|---|
US$900.0m 20.7% | US$8,300.0m | 8.3% | |
US$550.0m 12.0% | US$4,600.0m | 12.4% | |
US$470.0m 3.9% | US$1,190.0m | 33.6% | |
US$430.0m 20.6% | US$2,122.0m | 18.0% | |
US$370.0m 20.7% | US$1,814.0m | 12.6% |
See further stores
Market definition
Definition of the Personal Care market within the Care Products market
Market definition: Care Products > Personal Care The category Personal Care encompasses the commercial (B2C) sale of shower and bath products (e.g. shampoos, shower gels, deodorants), cosmetics (e.g. make-up, mascaras, nail care), hygiene products (e.g. feminine hygiene products, toilet paper), and more. Not covered are household care, health care or professional products and services for personal care (e.g. beauty treatments, make-up course). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
In-scope
- Shower and bath products (e.g. shampoos, shower gels, deodorants)
- Cosmetics (e.g. make-up, mascaras, nail care)
- Hygiene products (e.g. feminine hygiene products, toilet paper)
- Fragrances
Out-of-scope
- Household care
- Health care
- Professional products and services for personal care (e.g. beauty treatments, make-up course)
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- Prescription Drugs *
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