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 Other Hygiene market in Turkey

The Turkish Other Hygiene eCommerce market is predicted to reach US$44.3 million by 2024 and accounts for 7.6% 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 23.1%, resulting in a projected market volume of US$101.8 million by 2028. The Other Hygiene eCommerce market is a sub-market of the Hygiene market. Further categories within the Hygiene market are: Feminine Hygiene, Handkerchiefs, and Toilet Paper.

eCommerce revenue development in the Other 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 Other 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 %)68.394.186.953.637.599.942.71.0

Market definition

Definition of the Other Hygiene market within the Care Products market

Market definition: Care Products > Personal Care > Hygiene > Other Hygiene The category Other Hygiene includes the online trade of baby wipes and diapers, incontinence products and oral care products (e.g. toothbrushes, toothpastes, mouthwashes, dental flosses). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Baby wipes and diapers
  • Incontinence products
  • Oral care products (e.g. toothbrushes, toothpastes, mouthwashes, dental flosses)

Market comparison

The Turkish Other Hygiene market in a global comparison

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

in %

Source: ECDB analysis