FMCG-Market Turkiye

Table of Contents

1. Executive Summary..........................................................................................................................................3

2. What Are Fast-Moving Consumer Goods (FMCG)?.....................................................................3

3. Market Volume and Dynamics................................................................................................................4

3.1 Market size................................................................................................................................. .....................4

3.2 Macroeconomic context.........................................................................................................................4

3.3 Imports..............................................................................................................................................................5

3.4 Key trends................................................................................................................................... ..................5

4. Market Structure and Key Players.....................................................................................................6

4.1 Grocery retail...............................................................................................................................................6

4.2 Cash & carry and wholesale.............................................................................................................6

4.3 Health & beauty, pharmacies and pet specialists................................................................6

4.4 E-commerce and quick commerce............................................................................................. 6

4.5 Local manufacturing as competition...........................................................................................6

5. Market Opportunities for New Foreign Suppliers.....................................................................7

5.1 Branded products....................................................................................................................... ...............7

5.2 Private label and no-name products........................................................................................... 7

5.3 Brand-makers versus distributors of established brands................................................7

5.4 Recommended entry approach................................................................................................... ...8

6. Products and Product Groups with Good Sales Potential.................................................8

6.1 Food and beverages...............................................................................................................................8

6.2 Non-food.................................................................................................................................................... 8

7. Market Access Requirements............................................................................................................9

7.1 Requirements for all suppliers.......................................................................................................9

7.2 Suppliers from the EU....................................................................................................................10

7.3 Suppliers from non-EU Europe.................................................................................................11

7.4 Suppliers from outside Europe................................................................................................11

7.5 Overview...............................................................................................................................................11

8. Directory of FMCG Importers, Distributors and Buyers...........................................12

8.1 Notes on the directory...............................................................................................................12

8.2 Overview........................................................................................................................................12

8.3 Company profiles....................................................................................................................13

9. Sources and Methodology..................................................................................................25

9.1 Methodology.............................................................................................................................25

9.2 Main sources.........................................................................................................................25

9.3 Disclaimer..............................................................................................................................26

1. Executive Summary

Türkiye is one of the largest consumer markets between Europe and the Middle East: 86 million inhabitants with a median age of 35, an urbanisation rate of 83% and grocery sales of almost USD 120 billion in 2025. Despite years of high inflation, FMCG demand has grown in volume, and the modern trade keeps taking share from traditional grocers. For foreign suppliers the market is attractive but demanding. It is dominated by domestic discount chains and a strong local food and personal-care industry; imported consumer-oriented food products account for only 7–8% of grocery sales. Successful entrants therefore either offer products that are not made locally or clearly differentiated (premium, functional, world cuisine, K-food, dermocosmetics, premium pet care), or they compete for private-label contracts on price. Key findings: • Market volume: grocery retail sales of about USD 120 billion (2025, excl. VAT), of which USD 79 billion in modern and USD 38 billion in traditional retail; total retail sales of USD 224 billion. Imports of consumer-oriented agricultural products reached USD 8.8 billion in 2025 (+28% year on year). • Players: BİM, Migros, A101 and ŞOK together control roughly 40% of grocery sales and operate more than 43,000 stores. Discounters are the growth engine; private label is very strong at BİM (about 80% of products) and A101. • Channel for imported brands: premium supermarkets and hypermarkets (Migros/Macrocenter, CarrefourSA), Metro cash & carry and bonVeno, gourmet chains, e-commerce (Migros Online, Trendyol, Hepsiburada, Getir) and HoReCa in tourism centres. • Access: EU suppliers benefit from the EU–Türkiye Customs Union (duty-free for industrial goods such as cosmetics and detergents) and preferential agricultural regimes; EFTA, the UK and about 20 other partners have free trade agreements; suppliers from non-FTA countries (e.g. USA, China, India) pay MFN duties plus, for many products, additional customs duties. Regulatory requirements (Turkish Food Codex, zero tolerance for GMOs, Turkish labelling, cosmetics notification) apply to everyone. • Partners: the directory in chapter 8 lists 21 companies – grocery chains, cash & carry operators, full-range importers, specialist food and nutrition importers, beauty and pet specialists – plus the importers' association TÜGİDER, which actively matches foreign suppliers with its member companies.