Turkey’s Hygiene Products Market Grows, Domestic Production and Export Focus Fuel Expansion

Turkey’s hygiene products market is experiencing solid growth in 2026, supported by a stable economy, growing health awareness, and strategic investments in domestic production. According to the Turkish Hygiene Products Manufacturers Association (THPMA), the market size reached 3.8 billion in 2023 and is projected to grow at a CAGR of 7.8% to reach 5.6 billion by 2028, positioning Turkey as a key hygiene products hub in the Middle East and Europe.

The baby Diaper Segment is the largest, accounting for 40% of the market share, followed by menstrual hygiene products (30%) and adult incontinence items (17%). The adult segment is growing at the fastest rate (CAGR of 9.5%), driven by Turkey’s aging population—over 10% of the population is now over 65—and improving healthcare services. The sanitizing products segment, which boomed during the pandemic, continues to grow steadily, with consumers prioritizing hygiene and cleanliness.

Domestic production is a cornerstone of Turkey’s hygiene market. Local manufacturers like Hayat Kimya, Evyap, and Eczacıbaşı have invested heavily in state-of-the-art production facilities, reducing reliance on imports and enabling competitive exports. Hayat Kimya,Turkey’s leading hygiene products company, produces Diapers under the “Molfix” brand and recently invested $80 million to expand its plant in Kocaeli Province, increasing annual capacity by 40% to 4.2 billion units. “We’re focused on becoming a global leader in hygiene products, and our investment in domestic production is key to achieving that,” said Fatih Özmen, CEO of Hayat Kimya.

Turkey’s strategic location between Europe, Asia, and Africa has made it a major export hub for hygiene products. In 2025, exports reached $620 million, with key markets including Germany, Iraq, Russia, and Saudi Arabia. The country’s participation in the EU-Turkey Customs Union has facilitated exports to Europe, while free trade agreements with countries like Egypt, Tunisia, and South Korea have opened new markets in Africa and Asia. Hayat Kimya exports to over 100 countries, with international sales accounting for 35% of its total revenue.

Sustainability is also a growing focus in Turkey’s hygiene market. Manufacturers are investing in eco-friendly materials and reducing their carbon footprint. Evyap, a leading Turkish consumer goods company,launched a line of biodegradable Baby Diapers made from recycled materials, which has gained popularity among environmentally conscious consumers. The company also pledged to use 100% renewable energy in its production facilities by 2030.

Industry experts predict that Turkey’s hygiene market will continue to grow, supported by rising consumer demand, ongoing investments in production capacity, and expanding export opportunities. “Turkey has the potential to become one of the top five hygiene products exporters globally in the next decade,” said Dr. Ali Yılmaz, a consumer goods analyst at Istanbul Commerce University. “The key will be to maintain competitive pricing, invest in innovation, and capitalize on regional market opportunities.”