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TURKEY COSMETICS AND
PERSONAL CARE PRODUCTS INDUSTRY
Parallel with the increase in living standards, the wish to keep a young and attractive
appearance, the increasing number of working women and the young population of the
country has led to the development of the cosmetics sector in Turkey. The Turkish
cosmetic products industry has shown very good performance in terms of quality,
production capacity and variety. The increase in both domestic and world demand is the
major driving force for the rapid development of the sector. Today, Turkish cosmetics and
personal care products companies offer high-quality, diverse products.
According to the Ministry of Health, the cosmetics and personal care products industry
employs 14.000 people, and 1372 companies manufacturing various cosmetics and
personal care products are operating in the sector. The majority offense companies are
located in Istanbul, which is the largest production and trade center in Turkey.
In conjunction with recent economic growth in Turkey, the consumption and production of
cosmetics and personal care products are growing rapidly. The number of cosmetics and
personal care product range is increasing every year. The production value of the Turkish
cosmetics and personal care products industry reached approximately 1.5 billion Euros.
Hair care has the largest share of the cosmetics and personal care products market in
Turkey. Shampoos represent around 59% of hair care products. Men’s grooming products,
depilatories, bath and shower products especially bar soaps, lip and eye make-up,
personal deodorants and antiperspirants, perfumes, cologne and other toiletries, baby care
products and dentifrices are the main products.
The Turkish cosmetics market has recently witnessed the appearance of new and more
competitive products such as soaps, natural soaps, natural shampoos, natural hair care,
natural skin care, natural body care and other natural cosmetics. Since Turkey has a large
variety of herbs and natural products, natural soap production is also widespread and
done by small size local companies throughout Turkey. World-famous “laurel soaps" and
“olive oil soaps” are produced in large quantities in Turkey. The Turkish soap sector is now
an export-oriented sector. Turkish soap producers have created their own brands, which
have led to strong consumer dependence in the domestic market, and they directed their
attention to foreign markets.
Most of the major multinational cosmetics and personal care products companies have
manufacturing and marketing facilities in Turkey. Most of the foreign investors in the
cosmetics and personal care products sector are manufacturing through joint ventures and
licensing agreements. Some of them are Procter & Gamble, Henkel, Colgate Palmolive,
and Unilever. Additionally, there are many strong domestic manufacturers which have
large production capacities. Some of them are Evyap, Eczacıbaşı, Canan Kozmetik,
Kopaş Kozmetik, Kurtsan İlaçları, Hunca Kozmetik, Aromel Kozmetik, Hobi Kozmetik,
Koşan Kozmetik, Dündar Kozmetik and Rosense Kozmetik.
The Turkish cosmetics and personal care products industry has also reached world
standards in terms of quality. Most of the companies have ISO 9000 Quality System
Certificates and ISO 14001 Certificates. In addition, Turkish cosmetics and personal care
products manufacturers closely follow recent international and national developments in
environmental issues and comply with environmental legislation and regulations. The
cosmetic and personal care products regulations adjusted to EU Cosmetics Directive
(76/768/EEC) has been in force in the Turkish market since 2005.
Exports of the Turkish cosmetics and personal care products industry have an upward
trend. While it was US$ 61 million in 2000, the value of cosmetics and personal care
products exports reached US $ 509 million in 2011. If soap exports were included in this
figure, the total export value of the sector would rise to US$ 910 million in 2011. This
remarkably high increase in the export value has undoubtedly been achieved due to the
recent modernisation and technological improvements carried out in the sector.
Exports of the cosmetics and personal care products sector in Turkey are composed of
five major subsectors:
- Bath and shower products (preshave lotions, aftershave lotions, shaving cream, shaving
soap and other shaving preparations products, bath soaps, deodorants, antiperspirants,
bath salt, bath oils and other bath preparations, shower preparations, depilatories, room
deodorizers, diapers, sanitary napkins and other toilet and cosmetic preparations
products) comprise 43% of the cosmetic exports.
- Beauty or make-up and skin care products (skin care creams, moisturising, skin care
powders, skin cleansing, body lotions, eye make-up, lip make-up, manicure and pedicure
preparations, sun protection, sun tan products and other skin care preparations) comprise
25% of the cosmetic exports.
- Hair products (shampoos, hair conditioners, hair rinses, hair straighteners, permanent
waves, hair sprays, hair lotions, hair dyes, hair bleaches and other hair preparations)
comprise 23% of the cosmetic exports.
- Perfume and toiletries (perfumes, colognes, toiletries and other products) comprise 7% of
the cosmetic exports.
- Oral and dental hygiene products (dentifrices: aerosol, liquid, pastes and powders,
mouthwashes and breath fresheners, dental floss and other oral hygiene products)
comprise 2% of the cosmetic exports.
were personal deodorants and antiperspirants with an export value of US$ 82 million in
2011. The second major export product was shampoos with an export value of US$ 75
million. Manicure or pedicure preparations (US$ 44 million), perfumes and toilet waters
(US$ 38 million) hair paint and others preparations (US$ 38 million), shaving preparations
(US$ 38 millions), eye make-up preparations (US$ 20 million), lip make-up preparations
(US$ 15 million) were the other export items of the cosmetics and personal care products
Turkish cosmetics and personal care products are exported to a wide range of countries
and Turkey is now exporting cosmetics and personal care products to 159 countries
throughout the world. Major destinations in 2011 were Iraq, Iran, the Russian Federation,
Azerbaijan, Germany, Romania, the UAE, Ukraine, and Israel. In 2011, Iraq had a 16%
share in Turkey's cosmetics and personal care products exports and Iran had 11%.
The products of the industry are exhibited in international and national fairs organized in
Turkey. Major fairs in the Turkish cosmetics and personal care products industry in 2012
are as follows:
BURSA BRIDE GROOM 2012 6TH Wedding Fair- Cosmetics, Beauty, Aesthetics,
BEAUTY FORUM - Cosmetics, Beauty, Aesthetics, Personal Care in Istanbul in 22-
İZMİR 1ST PREPARATION BEFORE MARRIAGE FAIR - Cosmetics, Beauty,
CARE & CURE - Medical Aesthetics, Facial and Franchising Fair, Cosmetics,
PHARMACEUTICALS 2012 6. PHARMACEUTICALS EXHIBITION- Cosmetics,
Beauty, Aesthetics, Personal Care - Medicine, Medical Equipment, Laboratory
Equipment, and Dentistry in Istanbul 06- 08 April 2012
BEAUTY EURASIA - International Exhibition For Beauty & Cosmetics Products,
Cosmetics, Beauty, Aesthetics, Personal Care in Istanbul in 14-186 June 2012
ANFAŞ HETEX - 4. HEALTH TOURISM EXHIBITION- Cosmetics, Beauty,
Aesthetics, Personal Care and Tourism in Antalya 01- 03 November 2012
Tags: Turkey cosmetics and personal care products, market,market research, Turkish cosmetics market