Turkey: A Rising Star in Western Europe’s Beauty and Personal Care Ingredients Industry

Classified as part of Western Europe, the growing economy in Turkey can sometimes be overlooked due to the continuing economic doom and gloom facing much of the rest of the region. Turkey, unlike it neighbor Greece, is very much on the up and is enjoying strong economic growth. Indeed, the country is more akin to the Middle East than perhaps Western Europe, with a rising population, rising disposable incomes and increased urbanization. This is giving rise to a buoyant ingredients market, particularly in the beauty and personal care industry, according to Euromonitor International.

Economy Recovers Quickly After Downturn

The Turkish economy was hit by the global economic crisis. According to official figures, the rate of inflation fell to 6.5% in 2011 from around 8.6% in 2010 and is forecast to fall further to 5.5% in 2012 and 4.7% by 2016. Real GDP growth in 2011 was 8.5% compared with a decline of nearly 5% in 2009, demonstrating better economic prospects for the country.

Beauty and Personal Care Remains Resilient

The beauty and personal care category has remained strong in Turkey, with products considered affordable luxuries and thus less affected than many other fast moving consumer goods categories during the crisis. In 2011, the market as a whole saw current value growth of 12%, compared with a review period CAGR of just under 11%. The best performers in 2011 were oral care with around 18% value growth, sun care with 15% and baby care with 14%. Over the 2011-2016 forecast period the category is expected to post a constant value CAGR of 4%, with oral care, color cosmetics, baby care and skin care expected to be some of the best performers.

Turkey Outperforms the Rest of Western Europe in Ingredients

Within ingredients, beauty and personal care is set to be the strongest growth category. Over 2011–2016, the category is anticipated a volume CAGR of more than 8% compared with 4% for home care and 2% for packaged food.

Looking at the individual categories within beauty and personal care, the growth prospects for ingredients use in Turkey far exceed those of the Western European region as a whole. For example, ingredients used in sun care are forecast a 12% CAGR over 2011-2016 in Turkey compared with just 2% in Western Europe. For the same time period, Euromonitor International also sees bath and shower product ingredients at a 7% CAGR in Turkey, 1% CAGR in Western Europe. For color cosmetic ingredients, CAGR is 5% in Turkey, 2% in Western Europe. Fragrance ingredients in Turkey have a CAGR or 11% while Western Europe’s CAGR is 3%, and men’s grooming CAGR is 11% in Turkey, while just 2% in Western Europe. Hair care ingredients have a 9% CAGR in Turkey, and a 1% CAGR in Western Europe, and Turkey’s CAGR for skin care ingredients is 6%, while Western Europe’s is 1%.

Many of the leading ingredient suppliers to the beauty and personal care industry are active in Turkey, and have opened up sales offices or manufacturing sites. These include Firmenich, Givaudan, IFF, Symrise, Croda and BASF. This presence is vital if suppliers are to meet the demands of the Turkish market, which are very different to those in much of the rest of Europe. A sales presence, or even a manufacturing presence in the country, can also be used as a foothold into the Middle Eastern market, whose trends mirror many of those seen in Turkey.

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