Advertising and marketing in Türkiye

Marketing opportunities

Consumer Profile

Turkey has a population of 85.3 million, with a relatively young and growing population, median age being 32.2 years in 2022. The country has more than 3 different ethnic groups composed of Turkish 70-75%, Kurdish 19% and other minorities 6-11% (CIA, latest data available). Nearly 67% of the population is aged between 15 and 64 years old, while 24% is under 14 years old and 9% is over 65 years old; making Turkey a young and a dynamic country (World Bank, 2021). The Turkish population has 50.6% women (Data Reportal, 2022). 77% of the population is concentrated in the urban areas particularly in three cities Istanbul, Ankara and Izmir. The average household size in 2021 was 3.23 members and 18.9% of households were made up by one member (Turkish Statistical Institute). According to the latest UN data, in 2004 6.4% of household were made up by one member, 36% by two to three members, 39% by four to five members and finally 18% by more than five members. As a population, Turks are becoming increasingly educated and urbanised. In certain levels, Turkey has progressed on many standard education indicators in recent years, but it continues to lag behind most other OECD countries. Indeed, in Turkey, only 42% of adults aged 25-64 have completed upper secondary education, much lower than the OECD average of 79% and one of the lowest rates among OECD countries. This is truer of men than women, as 45% of men have successfully completed high-school compared with 38% of women. In terms of employment, 48% of people aged 15 to 64 in Turkey have a paid job, below the OECD employment average of 66%, and one of the lowest figures in the OECD. Some 65% of men are in paid work, compared with 30% of women. Turkish people earn per year on average, much less than the OECD average of USD 49,165. Employment in the industrial sector represents 25% while the service sector employs 57% (World Bank, latest data available).

Purchasing Power

In Turkey, GDP per capita has been rising since 2009 and reached approximately USD 30,472.4 PPP in 2021 (latest World Bank data). Turkish people earn per year on average, much less than the OECD average of USD 49,165. In Turkey, the average household net adjusted disposable income per capita is lower than the OECD average of USD 30,490. The average household net wealth is considerably lower than the OECD average of USD 323,960. Turkey’s Purchasing Power Parity per GDP per capita index value was 64 points for 2021. This value has an average of 100 points in European countries, showing that Turkey is behind them. However, income inequalities do still exist: the income of the richest quintile is 7.5 times higher than the income of the poorest quintile for Turkey. Gini Index in Turkey was reported at 41.9 in 2019, according to latest available data from the World Bank. According to the Gender Gap Index 2022 of World Economic Forum (WEF), Turkey is the 124th country out of 146 countries. The WEF also has a "Gender Gap Calculator," which enables people to see the situation in their countries. According to the calculator, a 30-year-old woman in Turkey would be 194 years old when the country achieved complete equality. For every single US dollar a woman earns, a man earns 2.27 dollars.

Consumer Behaviour

Culturally, Turkish consumers’ demographic characteristics are significantly different from those of European and Western consumers in terms of age and cultural aspects. However, like in Europe, most Turkish consumers believe that self-care and following the latest trend is important. Therefore, while there is a demand for cosmetic surgery increasing amongst mid-lifers, there is also a rising interest in social media use affecting consumer habits. In addition, there is a tradition of shopping luxury goods and electronics in Turkey, which increases use of credit cards to purchase products. Looking at the consumer segmentation according to age, young age profile consumer seems to spend more time on computers and increasingly going online to buy toys. Among teenage consumers, the internet is replacing traditional leisure activities. Middle youth and young adults tend to consume tablets and value their car brands. Mid and late-lifers use traditional communication methods, therefore increasing the demand for easier-to-use mobile phones. In addition, price perception of consumers and their value perceptions regarding attributes of the products have an impact on customer satisfaction. In addition, service quality is a necessary but not sufficient condition for customer loyalty in Turkey.

According to the latest McKinsey survey, in Turkey, consumers’ income and household finances have been affected by the COVID-19. A majority of Turkish consumers are concerned about personal health, the economy, and the duration of the crisis. Most consumers expect also to shift to online spending for household essentials and personal care.
Nevertheless, country’s young and dynamic population is expected to boost the economy in coming years, with the help of greater access to consumer credit. Security concerns and traditional habits still keep many consumers away from high-traffic shopping venues but boost online shopping.

The organic food market in Turkey has experienced a significant growth over the past decade. Consumer willingness to pay for products with organic labels and certified products is up to 36% in Turkey. Even the second-hand market is gaining momentum, though profit is still low (turnover was 693 million Turkish lira in 2019 – Statista, latest data available). Use of collaborative and technological platforms like Uber, and Bitaksi is decreasing due to security reasons but government is favouring the use of common transport.

Consumers Associations

Consumer Rights Organization
General Directory of Protection of Consumer and Observation Market

Main Advertising Agencies

Havas Worldwide
Publicis
Ströer
Alametifarika
TBWA