Spotlight on Child-Free
Consumers: As fertility rates in Turkey
shrink, target this growing market
segment with performance clothing made
of natural fibers.
GLOBAL CONSUMER
INSIGHTS
GLOBAL LIFESTYLE MONITOR: TURKEY
Turkish consumers spent $28.3
billion on clothing in 2017, or
$349 per person. Despite
current economic issues,
clothing spending is expected
to grow 91% by 2030,
outpacing population growth.
Seize opportunities in this
expanding market with clothing
made from natural fibers and
investment in online shopping
resources.
APPAREL SPENDING
What They Shop: Meet
demands for quality and
comfort with clothing made
from natural, cotton-rich fabrics.
FINANCIAL
OUTLOOK
50% 56%
OPTIMISTIC
How They Shop: Combine in person
experiences with investment in digital
platforms to meet a growing interest in
online shopping.
US
$338.9
+56% growth
CHINA
$277.2
+193% growth
EU
$374.5
+52% growth
TURKEY
$28.3
¹
+91% growth
PESSIMISTIC
Turkey Global
9% 11%
Turkey Global
*”Neither Optimistic/Pessimistic”
not shown
Brand & Retailer
Digital Resources
12%
Traditional
Media
22%
Window
Shopping
31%
SOURCES FOR CLOTHING IDEAS
Other
People
80%
Store
Publications
26%
Social
Media
16%
HOW THEY SHOP
Turkish consumers have a growing interest in shopping online. Over two-thirds (69%) have used the
internet to browse or buy clothing, but with just 58% of the population using the internet regularly (weekly
or more)¹ lack of internet access stops many from shopping online. Researching clothing (75%) and
comparing prices (42%) are the top uses of the internet for shopping, as consumers gather inspiration in
person from other people (80%) and prefer to make purchases in-store. Invest in online resources to
provide ready information to help plan in-store shopping trips.
68% 72% 85% 76%
clothing research pre-purchase questions purchase repeat purchase
in-store online
SHOPPING JOURNEY
RETAIL STORES SHOPPED FOR CLOTHING
SPECIALTY
80%
56%
42%
31%
15%
INDEPENDENT
DEPARTMENT
CHAIN
ONLINE ONLY
APPAREL SHOPPING HABITS
Buying Clothes on Impulse
28%
2008
28%
2010
37%
2 014
38%
2016
60%
2018
49%
Shop online at
least once per month.
Consumers who prefer shopping in-store vs. online
36%
2012
47%
Monitor Workout
Performance
47%
Monitor
Hydration
Casual Shirts
47%
Monitor
Perspiration
62%
WHAT THEY SHOP
Turkish consumers look for casual clothing that provides fit, comfort, durability, and quality.
Three-quarters will pay more for quality, up from 55% just four years ago. Natural fibers are important to
Turkish consumers, as over two in three prefer cotton-rich fabrics for their most-worn clothing, and many
prefer natural fibers such as cotton, silk, and linen for dress shirts, pants, and pajamas. Promote natural
and cotton-rich fabrics with the comfort, durability, quality, and fit Turkish consumers seek.
TOP ITEMS OWNED
COTTON AS PREFERRED FIBER
PAY MORE FOR BETTER QUALITY
PERFORMANCE APPAREL
Underwear T-shirts Casual Pants
911 7 6
PRIMARY PURCHASE DRIVERS
FIT 86%
COMFORT 83%
DURABILITY 82%
QUALITY 82%
2008
63%
2010
55%
2 012
63%
2014
55%
2016
72%
2018
74%
Likely to Purchase
62%
68%
prefer cotton or
cotton blends
for their
most-worn
clothing
BABYWEAR
60%
75%
Average Number Owned
PANTS & JEANS
INTIMATES
43%
SHIRTS
HOME TEXTILES
Consumers would like to know prior to purchase
46%
Alert to Incorrect
Movement
44%
Charge
Electronics
No children in household
Children in household
78%
66%
Source: Cotton Council International and Cotton Incorporated’s Global Lifestyle Monitor Survey, a biennial consumer research
study. In the 2018 survey approximately 10,000 consumers (i.e. 1,000 consumers in 10 countries) were surveyed.
External Source: ¹Euromonitor International, ²Turkish Statistical Institute, ³World Bank.
CHILD-FREE
HOUSEHOLDS
SPOT
LIGHT
As Turkey has modernized, its fertility rate has seen a sharp decrease for 5.8 births per woman in 1967 to
2.1 births in 2017. Increased educational and career opportunities for Turkish women has led many –
particularly those in urban areas – to delay or forego parenthood, such that one-third (32%) of Turkish
households do not include children. Despite fertility declines, 27% of Turkey’s population is under 15, higher
than E.U. and U.S. proportions³, indicating that children remain a strong presence in Turkish society and in
the lives many consumers in these child-free households These consumers are much more optimistic about
their finances and are more likely to love or enjoy clothes shopping. Target this growing consumer base with
performance clothing made with high quality, natural fibers such as cotton.
FERTILITY RATE
HOUSEHOLDS
WITHOUT
CHILDREN²
32%
OPTIMISTIC ABOUT PERSONAL FINANCES
RETAIL STORES SHOPPED FOR CLOTHING
LOVE OR ENJOY CLOTHES SHOPPING
No children in
household
Children in
household
births per woman³
5.8
1967
2.1
2017
61% 35%
Households without children prefer:
51%
Monitor
Hydration
50%
Monitor
Perspiration
46%
Control
Electronics
45%
Monitor
Oxygen Levels
PERFORMANCE APPAREL
Likely to Purchase
48%
Charge
Electronics
CHAIN HYPERMARKET PREMIUM
36
%
35
%
17
%
OF CONSUMERS IN CHILD-FREE
HOUSEHOLDS AGREE THAT
BETTER QUALITY CLOTHES ARE
MADE FROM NATURAL FIBERS,
SUCH AS COTTON.
58%