Home & Laundry Care - Turkey | Statista Market Forecast

In 2024, the Home & Laundry Care market in Turkey is projected to generate a revenue of US$1.22bn.
This market is expected to experience an annual growth rate of 3.03% (CAGR 2024-2029).
The largest segment within this market is Laundry Care, which is anticipated to reach a market volume of US$740.60m in 2024.
When compared globally, United States generates the highest revenue in this market, amounting to US$32bn in 2024.
On a per capita basis, the revenue generated in 2024 amounts to US$14.13 per person.
Additionally, it is estimated that online sales will contribute 13.2% of the total revenue in the Home & Laundry Care market by 2024.
The demand for eco-friendly laundry detergents is on the rise in Turkey, with consumers becoming more conscious of their environmental impact.

Definition:

The Home & Laundry Care market covers cleaning products used for private households. This market only takes into account consumable detergents for use in private households (B2C). Auxiliary cleaning equipment (e.g., mops and brooms) are not included. Professional products for industry use or household cleaning services (B2B) have also not been included.

Structure:

Home & Laundry consists of 4 different markets:

The Laundry Care covers all detergents purchased by consumers that are intended for the care of textiles in the form of powder, tabs, or liquids.
The Household market covers all consumer products used for the cleaning of surfaces, windows, and toilets.
The Dishwashing Detergents cover cleaning products used for washing up and cleaning dishes and cutlery. Both detergents for dishwashers and hand dishwashing detergents in liquid, powder, or tab form are included in this market.
The Polishes, Room Scents & Insecticides cover several specialty cleaning products for narrowly defined niche uses. The market includes polishes for shoes, floor, furniture, and coach care, along with room deodorants and household insecticides..

Additional Information:

The market comprises revenue, average revenue per capita, sales channel. The market encompasses retail sales through both online and offline sales channels to private end customers (B2C). For more information on the displayed data, click the info button on the right side of each box.

Laundry detergents
Household cleaners
Dishwashing detergents
Specialty products (polishes, room scents, household insecticides)
Cleaning products for private consumers (B2C)

Cleaning equipment (e.g. mops or cleaning cloths)
Cleaning services (laundry services, house cleaning)
Professional products for bulk consumers (B2B)

The Home & Laundry Care market in Turkey is witnessing considerable growth, fueled by factors such as an increasing focus on hygiene, rising disposable incomes, and a growing preference for efficient cleaning solutions, which enhance convenience for consumers.

Customer preferences: Consumers in Turkey are increasingly prioritizing eco-friendly and sustainable products in the Home & Laundry Care market, reflecting a growing awareness of environmental issues. This trend is particularly prominent among younger generations who are more inclined to choose brands that emphasize natural ingredients and recyclable packaging. Moreover, urbanization and busy lifestyles are driving demand for multifunctional cleaning solutions that save time and effort, highlighting a shift towards convenience without compromising on quality.

Trends in the market: In Turkey, the Home & Laundry Care market is experiencing a significant shift towards eco-friendly and sustainable products, driven by increasing consumer awareness of environmental issues. Younger generations are particularly focused on brands that utilize natural ingredients and offer recyclable packaging, reflecting a broader societal commitment to sustainability. Additionally, the demand for multifunctional cleaning solutions is rising, spurred by urbanization and fast-paced lifestyles that prioritize convenience. This evolution in consumer preferences presents both challenges and opportunities for industry stakeholders, who must adapt to these trends to remain competitive in a dynamic market landscape.

Local special circumstances: In Turkey, the Home & Laundry Care market is shaped by a rich cultural heritage that values traditional cleaning methods, which coexist with modern eco-friendly trends. The country's diverse geography, ranging from coastal areas to mountainous regions, influences consumer preferences for cleaning products tailored to specific needs, such as humidity control in coastal homes. Additionally, stringent regulations on chemical use in cleaning products are pushing brands to innovate towards safer, sustainable alternatives, fostering a competitive landscape that caters to environmentally conscious consumers.

Underlying macroeconomic factors: The Home & Laundry Care market in Turkey is significantly influenced by macroeconomic factors such as inflation rates, consumer spending power, and shifts in employment patterns. As the Turkish economy experiences fluctuations, disposable income levels directly impact consumer purchasing decisions for cleaning products. Furthermore, fiscal policies aimed at promoting sustainable practices encourage brands to innovate while aligning with global eco-friendly trends. Additionally, the rise in e-commerce and digital marketing strategies is reshaping how consumers access and choose cleaning products, enhancing competition among brands and fostering a more dynamic market environment.

Data coverage:

The data encompasses B2C enterprises. Figures are based on the total consumer spending on home and laundry care products. The market encompasses cleaning products designed for private households, including laundry care, household cleaners, dishwashing detergents, and polishes, room scents & insecticides.

Modeling approach:

Market sizes are determined through a top-down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, international institutions, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP and consumer spending. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, regression analysis and Monte Carlo simulations are particularly suited for forecasting in the Home and Laundry Care market, due to the unpredictable variability and complex dynamics in consumer behavior and product adoption. The main drivers are GDP and consumer spending.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Consumer market, in a PDF format.

Consumers’ interest in cleaning supplies has kept on growing in the last few years. As awareness on the importance of good hygiene practices increases, so does the revenue of the global home and laundry care market, which was estimated to add up to nearly 200 billion U.S. dollars in 2024 and to grow to over 230 billion U.S. dollars by 2029. The United States is the leading region in the market, having recorded over 30 billion U.S. dollars in revenues as of 2023, followed by China and India.