Consumer Values and Behaviour in Turkey

June 2024

This report visually explores everyday habits and behaviours which reflect consumers' beliefs and values, linking behavioural trends with purchase and consumption habits.

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Overview:

Consumer Lifestyle reports provide detailed snapshorts of the behaviours, attitudes and spending patterns of consumers in 40 countries. 

The Lifestyles reports offer valuable statistics and insights into key consumer traits and values, linking behaviour trends with purchase and consumption habits. Using lifestyles survey data, these reports quantify behaviours, preferences and motivations both now and in the future across specific consumer-related topics relating to how consumers live, shop, work and play in 40 markets. Analysis is also included on how Euromonitor’s 8 focus megatrends, the longer-term shifts in consumer attitudes and behaviour, are playing out in each of the 40 countries. Consumer lifestyles are constantly shifting. Understanding behavioural shifts is vital for businesses to stay competitive and adapt to in order to capitalise on new opportunities.

The Consumer Lifestyle in Turkey report includes:

Lifestyles survey data and analysis on consumer values, behaviour and future expectations on topics such as life priorities, home and work life, ethical and health priorities and eating, leisure and shopping habits and use of technology. Consumer Megatrends covered are: Connected Consumers Ethical Living Experience More Healthy Living Middle Class Retreat Premiumisation Shifting Market Frontiers Shopping Reinvented

The Consumer Lifestyle in Turkey report answers:

  • How is the consumer mindset in Turkey changing? In Turkey, what are consumer attitudes towards “green” and sustainable products?
  • What values influence consumers in Turkey purchase decisions?
  • Where and how do consumers shop in Turkey?
  • What health-related activities do consumers in Turkey participate in?
  • What megatrends should I focus on in Turkey (and why)?
  • How do I prioritize my investment? I operate in country x, which are the most important megatrends in that country?
  • My product chimes with the Healthy Living trend, what consumer behaviours do I need to consider for innovation planning?
Download Table of Contents
Scope
Consumer values and behaviour in Turkey
Taking health and safety precautions when leaving home remains crucial
Older generations are more concerned about rising costs of everyday goods
Turkish consumers have a habit of testing out new products and services
Millennials demand uniquely tailored offerings and solutions
Turkish consumers are less optimistic about the future compared to the global average
Gen Z remain the most optimistic about their outlook on life
Millennials are most active in keeping themselves busy at home
Safe location is the most appreciated home feature among Turkish consumers
Consumers prefer to cook or bake for themselves
Turkish consumers say that another member of the family usually prepares meals for them
Spending time elsewhere remains a major reason for younger generations not cooking
Identifying healthy ingredients remains the most important dietary restriction in Turkey
Gen X are the most likely to demand a job allowing balance between work and personal lives
Earning a lucrative income is top of the work priority list
Strong demand for clear separation between professional and personal lives
Weekly online socialising is the most preferred leisure activity among Turks
Younger generations are most likely to go and support their favourite sports teams or players
Turkish consumers prioritise hotels and resorts that offer comprehensive packages when travelling
Family-orientated and child-friendly features highest on priority list for millennials
Less strenuous exercise such as walking or hiking is the most frequent training routine
Baby boomers prefer slower paced exercise
Millennials are taking active steps to reduce stress and manage their mental health
Turkish consumers remain concerned about climate change
Consumers are actively pursuing environmentally-conscious lifestyles
Gen Z consumers are least concerned about green behaviours and activism
Gen X are most likely to share their opinions online on social/political issues
Turkish consumers are much less concerned about finding bargains than the rest of the world
Baby boomers are most likely generation to enjoy visiting shopping malls
Consumers search for products that feature labels that are straightforward
Millennials prefer tried and tested brands
Consumers in Turkey are drawn to digital streaming services
Spending on groceries is expected to see the biggest increase in the future
Gen X are expected to contribute the largest increase in grocery spending
Consumers in Turkey feel at ease with their current financial situation
Gen Z rely on financial support from family and friends or subsidies from the government
Less than one in four baby boomers intends to save more in the future
Turkish consumers take an active role in controlling the sharing of data and managing privacy settings
Millennials at the forefront in managing their online profiles and behaviour
Turkish consumers use a range of messaging or communications apps
Millennials are most actively using communication or messaging apps
Online shopping and interactions driven by millennial consumers
Turkish consumers are more likely to make purchases via social media than the global average
Millennials are much more comfortable engaging with companies online
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