2024 was a year defined by fierce competition, power shifts, and leadership changes across almost all sectors. As economic pressures deepened cautious consumer behavior, the combined market shares of the top three players in 34 categories saw declines of up to 8 percentage points. While powerful brands like Nestlé, Mondelez, Coca-Cola, Finish, Philips, and Fiat lost share in certain categories, players such as Dydo Drinco, Perfetti, Dimes, Karaca, and Beypazarı gained momentum.
By Özlem Aydın Ayvacı
2025 was a period of intense economic fluctuations both in Turkey and globally. Consequently, these developments directly impacted manufacturers, consumers, and sectoral dynamics. For many brands, the core challenge became maintaining the price-performance balance without compromising quality and meeting the consumer at the right point.
Competition balances were reshaped in many categories, and conventional wisdom was overturned. Declines were observed in the scores of prominent players, particularly in areas catering to broad consumer bases such as non-alcoholic beverages, herbal and fruit teas, iced tea, chips, and light commercial vehicles. Experts view this landscape not merely as a loss, but as a transformation process where the influence of new players is beginning to be felt. The decline of top-three brands in fields like mineral water, energy drinks, chocolate, and electrical household appliances indicates that consumer preferences are rapidly diversifying and the "cards are being reshuffled."
The dishwasher detergent market, dominated by Finish, witnessed a significant increase in competition over the last two years. With the rise of local production investments, more brands appeared on the scene and gained visibility. Price-focused products offered by these players became attractive, especially for consumers struggling with economic difficulties. Known as the creator of the dishwasher detergent category, Finish held a clear leadership position in the Turkish market for many years. However, new entrants have begun to shift these balances. As of 2024, Finish's market share decreased by approximately 10 points, falling from the 40s to the 30s. Moreover, players like Bingo and Asperox entered the game in 2024. Tarık Bayar, General Manager of Reckitt Turkey, states that they still hold an advantage and says, "We aim for stronger leadership." Reckitt’s response to market loss is not just entering price competition; the company aims to maintain quality standards while deepening the emotional bond with the consumer.
BAHAR UÇANLAR / GENERAL MANAGER OF DIAGEO TURKEY
"WE OBSERVED TRANSITIONS" Diageo Turkey has become a company that contributes significantly to Diageo's global results through its strong recent performance. We have experienced a successful and stable period of growth. Although we observe diversity in consumer needs, consumption occasions, and transitions between categories, we see that the high-alcohol beverage market in Turkey generally tends toward growth.
BALANCED PORTFOLIO One of our strongest attributes as Diageo Turkey is having a wide and balanced product portfolio that can meet consumers at every category and price point. While increasing our investments in the growing premium segment, we continue to meet strong consumer demand across every segment of our portfolio. We maintain our long-term investments with faith in the Turkish market.
In 2024, the cleaning and hygiene categories were quite active in terms of new player entries. Aysel Aydın, Vice President of Strategy and Marketing at Hayat, says: “At Hayat, by correctly reading these changing dynamics, we both increased our strength in existing categories and made a strong entry into a new category. According to Ipsos Household Consumption Panel data, we reached category leadership as of the first quarter of 2025 with Bingo Smart Capsule, which we launched at the end of 2024. I believe correct product positioning, a strong distribution network, and an effective communication strategy were instrumental in this success.”
The beverage sector was also highly active in 2024. It was a year for those who stood out through unique strategies and strong consumer bonds. Dimes is one of these companies. Dimes CMO Duygu Süleymanoğlu states that they continue to be one of the first brands that come to mind in the cold beverage category. Continuing to grow with new product and category launches, the brand expanded with Obsesso cold coffee, Dimes milkshake...
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