Tissue and Hygiene in Turkiye

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