Turkey: Cosmetic Ingredients Market
Turkey: Cosmetic Ingredients MarketPage 1 of 8Turkey: Cosmetic Ingredients MarketPerim AkgunerFebruary 13SummaryTurkey has a dynamic cosmetics and personal care manufacturing base, thanks to the 10-15 percentannual growth in cosmetics consumption over the last decade coupled by the strength of exports toarea countries. Consequently, the demand for cosmetic ingredients such as emollients, silicones,pigments, UV absorbers, active substances, is expected to increase around 25 percent in three years.The total cosmetic ingredients market is valued at 230 million dollars in 2012. 70-85 percent of themarket demand is met by imports, depending on the product category.The marketing of cosmetic ingredients to cosmetics manufacturers in Turkey is primarily realizedthrough the foreign supplier's own office/affiliate office or through a representative/distributor.Market DemandThe cosmetics and personal care market in Turkey is developing rapidly in line with the economicdevelopment and the rise in disposable incomes of its relatively young population. During the period of2002-2012, the market grew between 10 to 15 percent annually, except for the global crisis year of2009, when a 5 percent contraction occurred. As of 2012, the Turkish cosmetics market is valued ataround 3 billion dollars.Cosmetics Market in Turkey (in million [US] dollars)HS CODEPRODUCTSPerfumes, colognes andfragrancesColored cosmetics and skin3304care products3305Hair care productsOral and dental hygiene3306productsBath & shower products,3307men’s grooming productsTOTALSource: Turkish Ministry of 980.1The U.S. Commercial Service – Your Global Business Partner.export.gov800-USA-TRADE
Turkey: Cosmetic Ingredients MarketPage 2 of 8The average cosmetics and personal care spending per capita in Turkey has reached 28 Eurosin 2011, which more than doubled over the per capita spending of 13 Euros in 2006. Althoughthis figure is much lower compared with the Western European average of 150 Euros, the trendis in the direction of the European average.The number of cosmetics companies registered with the Turkish Ministry of Health is 2,659 asof 2012, with 1,439 manufacturing companies and 1,220 importer companies.Sixty percent of the Turkish cosmetics manufacturing is realized by large multinationalcompanies such as Procter & Gamble, Colgate Palmolive, Unilever, L’Oreal and Henkel throughdirect investments, joint ventures, acquisitions or licensing agreements. Forty percent of themanufacturing is realized by domestic companies. The Turkish cosmetics manufacturingdeveloped in the mid-1980’s through contract manufacturing for international brands andsubstantial investments in new production plants by Turkish entrepreneurs. In the 1990’s,contract manufacturers started creating their own brands in search of local and internationalmarket opportunities.The domestic manufacturers are mainly family-run SME’s, using traditional production methodsand labor intensive technology. However there are also a number of strong domesticmanufacturers with state-of-the-art production facilities and a large production capacity, such asEvyap, Hunca Cosmetics, Pinkar Chemical, Erkul Cosmetics, Kopas Cosmetics, Kurtsan, andBiota Group.Cosmetics Manufacturing in Turkey (in million [US] dollars)HS CODE33033304330533063307PRODUCTSPerfumes, colognes andfragrancesColored cosmetics and skincare productsHair care productsOral and dental hygieneproductsBath & shower products,men’s grooming .6246590.97127728542,009.72,345.52,6562,935Besides supplying products for domestic consumption, the Turkish cosmetics manufacturersalso export to area countries in the Middle East, North Africa, East Europe, the TurkicRepublics, Ukraine and Russia. The cosmetics export figures are showing impressive growthover the years: while the cosmetics exports were just over US 60 million in 2000, in 2012 theyhave reached US 560 million. Industry experts estimate that the Turkish cosmetics exports willcontinue to increase 10-15 percent annually over the next five years.The U.S. Commercial Service – Your Global Business Partner.export.gov800-USA-TRADE
Turkey: Cosmetic Ingredients MarketPage 3 of 8Turkey’s Cosmetics Exports (in million [US] dollars)HS CODEPRODUCTSPerfumes, colognes andfragrancesColored cosmetics and skin3304care products3305Hair care productsOral and dental hygiene3306productsBath & shower products,3307men’s grooming productsTOTALSource: Turkish Ministry of Economy33032009201020112012(not ising demand for cosmetics products in Turkey as well as substantial increase in exports isdriving growth in the cosmetic ingredients market. The Turkish cosmetics manufacturers dependon imports for their ingredients and raw materials, with the exception of various essences,extracts and essential oils such as castor oil and rose water for which Turkey is a majorworldwide supplier.Market DataThe market in Turkey for cosmetic ingredients such as emollients, silicones, pigments, UVabsorbers, essences, extracts, active ingredients, is estimated to be approximately 230 milliondollars in 2012. Depending on the product category, 70-85 percent of the ingredients used in themanufacturing of cosmetics products are imported.According to Euromonitor, the cosmetic ingredients category is expected to show the strongestgrowth amongst the various ingredients categories. Between 2011 and 2016, the cosmeticingredients category in Turkey is anticipated to have a compound annual growth rate of morethan 8 percent, compared with 4 percent for home care ingredients and 2 percent for packagedfood ingredients.In addition, Turkey’s cosmetic ingredients market growth is expected to exceed Western Europeregion as a whole, which constitutes the largest market in the world. Euromonitor estimates thatfor various cosmetics categories the compound annual growth rate of demand for ingredientsbetween 2011 and 2016 will be as follows in Turkey and Western Europe:The U.S. Commercial Service – Your Global Business Partner.export.gov800-USA-TRADE
Turkey: Cosmetic Ingredients MarketPage 4 of 8Cosmetic Ingredients Market Growth of Turkey and Western Europe (2011-2016)Ingredients used forSun careBath & shower productsColor cosmeticsFragrancesMen’s grooming productsHair CareSkin CareGrowth in Turkey (CAGR)12%7%5%11%11%9%6%Growth in W. Europe (CAGR)2%1%2%3%2%1%1%Growth Prospects for Ingredients Use by Beauty and Personal Care Category 2011-2016Source & Graphic: EuromonitorBest ProspectsThe growth of the Turkish cosmetics manufacturing is related to the expansion of the productspectrum and implementation of technological developments. Key competitive factors for sellingcosmetic ingredients in Turkey include performance characteristics, price, timely delivery andproduct innovation. R&D investment by cosmetics manufacturers is low, which means thetechnological know-how, formulations to blend ingredients and product testing are obtained fromthird parties such as ingredients suppliers and cosmetics laboratories. Therefore ingredientssuppliers that can best meet the manufacturers’ technical support needs have an advantage.The U.S. Commercial Service – Your Global Business Partner.export.gov800-USA-TRADE
Turkey: Cosmetic Ingredients MarketPage 5 of 8Turkish cosmetics companies, especially those who export, closely follow the developingcosmetics trends around the world. In line with the global trends, best prospects for cosmeticingredients include: Problem solving and quality enhancing active ingredients such as anti-aging/anti-wrinkleingredients, UV filters, and teeth whiteners. Naturally derived ingredients such as vegetal extracts, plant oils, botanicals used fornatural and organic cosmetics. Multifunctional cosmetic ingredients which offer multiple benefits together such asmoisturization, UV protection, anti-aging properties.As Turkey has a rich flora with about 10,000 plant species and 3,200 endemic plants, there arejoint venture opportunities supported by government incentives for the production of advancedherbal and botanical based ingredients.Key SuppliersMany leading international cosmetics ingredients suppliers are operating in Turkey through theirown sales offices/warehouses or manufacturing sites or distributors. In addition to the expansionof the Turkish market, the strategic use of Turkey as a springboard to Middle Eastern,Caucasian and Central Asian markets is attracting the ingredients companies.Domestic ingredients producers include Surya Kimya, Mercan Kimya, MKS Devo Chemicals,Organik Kimya, Kali Kimya, Ak-kim, Erdogmus Perfumery, Aromsa, MG Gulcicek, and ErcetinGulyagi.Main U.S. suppliers are International Flavors & Fragrances, Ashland Specialty Ingredients, CPKelco, DuPont, Grant Industries, Sun Chemicals, Floratech, and Univar.Other foreign suppliers include BASF (Germany), Croda (U.K.), Bayer-Serdex (France), Clariant(Switzerland), Doosan Corporation (Korea), Alban Muller (France), Corum (Taiwan), Elements(UK), Lubrizol (Belgium), Akzo Nobel (Sweden), Merck (Germany), Nikko Chemicals (Japan),Lucas Meyer Cosmetics (France), CPL Aromas (UK), Solvay Rhodia (France), Sudarshan(India), Symrise (Germany), Brenntag (Germany), and Firmenich (Switzerland).Prospective BuyersThe end-users for cosmetics ingredients are the cosmetics manufacturers. All the cosmeticscompanies with manufacturing facilities in Turkey from small family-run SME’s to multinationalcosmetics giants constitute the client base for cosmetics ingredients suppliers.The U.S. Commercial Service – Your Global Business Partner.export.gov800-USA-TRADE
Turkey: Cosmetic Ingredients MarketPage 6 of 8The domestic manufacturers with a wide product range and those who export to area countriesshould particularly be targeted, as their success is partly driven by innovation such as newcolor palettes, treatments targeted to specific skin conditions, unique formulas concentrating ondifferent cosmetics needs, etc. Globally, statistics show that manufacturers reformulate 25percent of their products every year. Although the reformulation process is not at the same pacefor Turkish manufacturers, they also need to improve their product offerings periodically in orderto stay ahead in a highly competitive market where more choice and ever greater efficacy areexpected by the consumer.Market EntryThe marketing of cosmetic ingredients in Turkey is primarily realized through the foreignsupplier's own office/affiliate office or through a representative/distributor. Selecting andappointing dynamic distributors/agents or opening local affiliate with personnel who willactively pursue opportunities and maintain close contact with customers to follow up theirneeds are important competitive factors.Price, quality, shortest delivery, continuous technical support and strong communicationsare important factors in purchasing decisions. Other factors that affect decisions include thesupplier's reputation for innovation and reliability, and previous experience in working with them.Different types of distribution channels exist for delivering cosmetics ingredients to themanufacturers. Usually raw materials such as essential oils, pigments, plant extracts areprocessed at the plants of wholesale distributors which provide an added value to the ingredient(such as mixing, sifting, formulation, granulation etc.). If the products are imported as alreadyprocessed and ready to use in manufacturing, they can be delivered to the manufacturersthrough distributors, brokers, or even directly by the original ingredients supplier, which might bepreferable by large manufacturers.Market Issues & ObstaclesThe Turkish cosmetics regulations are harmonized with the EU cosmetics directives since 2005.Some highlights from the regulations are as below: There are special restrictions for certain ingredients. Below web link provides informationon the permitted and restricted cosmetics ingredients in the EU and rv.do?uri CONSLEG:1976L0768:20100301:en:PDF Product ingredients must be listed according to common ingredient names used in theInternational Nomenclature of Cosmetics Ingredients (INCI). Please note that there aredifferences between the INCI requirements for the United States and those used inThe U.S. Commercial Service – Your Global Business Partner.export.gov800-USA-TRADE
Turkey: Cosmetic Ingredients MarketPage 7 of 8Europe. A list of the European INCI may be found at the web .do?uri OJ:L:2006:097:0001:0528:EN:PDF The European Union’s REACH (Registration, Evaluation, Authorization and Restrictionof Chemicals) Regulation that came into effect on June 1, 2007, covers the manufactureand placing on the market of cosmetics substances and preparations. The basicprinciple of the regulation is that the industry is responsible for ensuring that substancescontained in products do not adversely affect human health or the environment, undernormal and reasonably foreseeable conditions of use. Animal testing for cosmetics and cosmetic ingredients has been banned in the EuropeanUnion since 2009. An exception has been made until 11 March 2013 for the marketing ofproducts which are tested for repeated-dose toxicity, reproductive toxicity, andtoxicokinetics. The compulsory Good Manufacturing Practices (GMP) defined in the new EuropeanRegulation for Cosmetics will go into effect in July 2013. GMP means that all cosmeticsproducts circulating onto the European Market will have to be produced according to theCosmetics Good Manufacturing Practices described by the ISO 22716 standard. Allparticipants in the cosmetics products ch
Turkish cosmetic s companies, especially those who export, closely follow the developing cosmetics trends around the world. In line with the global trends, best prospects for cosmetic ingredients include: Problem solving and quality enhancing active ingredients such as an ti -aging/anti -wrinkle
Since cosmetics do not treat any conditions or affect the structure of the skin, they do not contain active ingredients. Cosmetic products contain cosmetic ingredients only. Since OTC drug-cosmetic products are used for the prevention, diagnosis, cure, or treatment of a disease; they contain active ingredients, in addition to the .
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