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Personal Care Appliances in Turkey

Publisher Euromonitor International
Published Jan 19, 2026
Length 23 Pages
SKU # EP20807781

Description

Personal care appliances in Turkey experienced significant growth in 2025, driven by consumer demand for professional-grade results at home and the premiumisation trend. Higher value growth than volume was supported by increasing median disposable income per household. Sales are forecast to continue growing, driven by the rising demand for professional care at home. E-commerce continues to gain share. To succeed, brands should focus on innovation, omnichannel strategies, and health-driven produc...

Euromonitor International's Personal Care Appliances in Turkey 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, format trends or distribution issues. Forecasts to 2030 illustrate how the market is set to change.

Product coverage: Body Shavers, Electric Facial Cleansers, Hair Care Appliances, Oral Care Appliances, Other Personal Care Appliances.

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

Why buy this report?
* Get a detailed picture of the Personal Care Appliances 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.

Table of Contents

23 Pages
Personal Care Appliances in Turkey
Euromonitor International
January 2026
List Of Contents And Tables
PERSONAL CARE APPLIANCES IN TURKEY
KEY DATA FINDINGS
2025 DEVELOPMENTS
Personal care appliances thrives on at-home professionalisation and premiumisation
CHART 1 Key Trends 2025
INDUSTRY PERFORMANCE
Dyson and Braun drive premiumisation with innovative products
CHART 2 Analyst Insight
IPL devices see dynamic growth amid economic pressures and health and wellness focus
CHART 3 Braun Expands IPL Range with Focus on Safe and Effective At-Home Use
Direct-to-consumer sales enhance omnichannel experience
CHART 4 Arzum Balances Retail Reach with Direct Online Sales for Pricing Consistency
WHAT’S NEXT?
Strong outlook as consumers continue to create at-home beauty salons
Dyson and Philips to drive luxury personal care trends
Hair care appliances to maintain dominance
COMPETITIVE LANDSCAPE
Philips and Arzum remain popular brands through innovation and affordability
New entrants and innovation drive competition
CHANNELS
Omnichannel strategies drive sales through multiple channels
COUNTRY REPORTS DISCLAIMER
CHART 5 Key Trends 2025
CHART 6 Arçelik's Multi-Tier Brand Strategies in Local Consumer Appliances
CHART 7 Bosch Serie?8 Washing Machines Standout Examples of Premiumisation
CHART 8 Arçelik Expands Control via DTC Channel
CHART 9 Analyst Insight
CHART 10 Growth Decomposition of Consumer Appliances 2024-2029
CHART 11 Real GDP Growth and Inflation 2020-2030
CHART 12 PEST Analysis in Turkey 2025
CHART 13 Key Insights on Consumers in Turkey 2025
CHART 14 Consumer Landscape in Turkey 2025
CONSUMER APPLIANCES IN TURKEY
EXECUTIVE SUMMARY
Growth potential and strategic imperatives in Turkish consumer appliances
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Manufacturers balance affordability with innovation-driven offerings
Bosch Serie 8 washing machines exemplify premiumisation
Brands look to assert greater control through direct-to-consumer strategies
WHAT’S NEXT?
Consumer appliances to continue growing, driven by urbanisation and income
Refrigeration appliances to remain largest category in major segment, while air conditioners will be dynamic performer
Sustainability and energy efficiency will remain important for consumers and brands
COMPETITIVE LANDSCAPE
Leading brands maintain dominance through dual strategies
New entrants and strategic partnerships reshape market dynamics
CHANNELS
Specialists lead distribution, but e-commerce mains further gains
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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