Market Research Turkey

For more than 25 years, we have supported international clients in understanding the Turkish market through customized market research and business intelligence projects – enabling them to navigate Turkey’s complex business environment with the same confidence as their home markets, through a trusted local partner.

What is Market Research?

Market research – also referred to as business intelligence, market insight, or sectoral research – is an integral part of FMC Group’s market entry and development services. We provide business intelligence to help companies understand their segments in the Turkish market including any B2B or industrial niches.

Our approach combines desk research with expert interviews to provide deliver clear, practical findings – including market sizing, opportunity assessment, industry dynamics, key player profiles, customer and competitive landscapes. With significant experience in evaluating specialized and hard-to-measure market segments, our team excels at estimating market size and share through a solid, data-driven methodology refined over years of industry collaboration.

These insights empower our clients to make well-informed decisions on market entry, strategic development, and local investments. By delivering reliable and thoroughly analyzed information, we bring clarity and confidence to every stage of the decision-making process.

Alongside Turkey, we also carry out market research in Singapore, the UAE, Morocco, Tunisia, Egypt, and Saudi Arabia.

Table of Contents

Get in Touch with Us

Frame 3

Ms. Berna Y. Gurleyen
Head of Competence Centre Research Services

united states flag turkey flag

FMC Group’s Market Research Approach

Focused, Strategic, Actionable

  • B2B, industrial, and niche focus: Our expertise lies in understanding professional ecosystems, industrial sectors, FMCG products, supply chains, and complex business environments. We do not work in consumer research.
  • Business intelligence with strategic relevance : Our research is not about collecting data for the sake of it. We focus on answering specific strategic questions by reaching the current status of the market, systematically collecting and analyzing the perspectives of all relevant stakeholders, and never relying solely on secondary database information. This approach ensures a holistic understanding of the market, taking into account multiple viewpoints rather than a single perspective.
  • Clear insights for decision-makers : We deliver findings that are easy to understand and act on. Our goal is to provide the clarity needed to evaluate opportunities, risks, and the overall market potential — without unnecessary complexity. In addition to research and consulting, we offer further support throughout the market entry process, such as Employer of Record (EoR) and distributor search services, ensuring concrete solutions for each step of your actual market presence.

Typical Scope for Market Research in Turkey

Market research projects in Turkey often cover a wide range of topics, shaped by the specific goals and information needs of each client. A typical scope includes the following areas:

  • Market size / potential: We can provide quantitative estimates of market size based on available data and industry sources and can further guide these estimates with insights obtained through interviews with key market participants. In addition, we develop alternative approaches to evaluate market potential through what we call opportunity screening—helping you identify and prioritize potential areas for business growth, even where traditional market data may be limited.
  • Market structure: We examine how the market is organized, including the roles and relationships of different industry participants, value chains, and typical business models. This analysis highlights the underlying dynamics and interaction points within the sector, helping you understand how business is conducted in Turkey.
  • Sales & distribution channels in Turkey: We assess the main ways products and services reach end customers, mapping channel types, key distributors, and alternative routes to market.
  • Key players (competition, customers and other stakeholders): We identify and profile major competitors, potential customers, suppliers, and other influential parties in the sector.
  • Market shares: In parallel with market size analysis, we estimate the market shares of leading companies or brands. This approach gives you both the overall market picture and a reliable understanding of the position of main players—an essential foundation for sound business decisions
  • Trends & developments in Turkey: We track sector trends, innovation, and market dynamics, highlighting how business and regulatory environments are evolving.
  • Regulatory landscape: An overview of relevant regulations, compliance requirements, and permits that impact business activities in Turkey is provided.  Please note that we do not provide legal consultancy; our focus is on helping you understand the regulatory environment from a market and business perspective.
  • Forecasts: We provide projections of market growth and changes, considering economic outlooks and sector-specific variables.
  • Cost structure: We analyze the main cost drivers in the industry, such as raw materials, labor, logistics, and taxation, to support budgeting and financial planning.
  • Location analysis: The advantages and disadvantages of different regions or cities in Turkey are evaluated for investment, production, or business development. Once a general location is selected, we can also support you with the actual location search—identifying and assessing the best fitting alternatives within the chosen area.
  • SWOT analysis: We provide a straightforward SWOT analysis—an established and widely used method that remains very effective for summarizing strengths, weaknesses, opportunities, and threats in the Turkish market. This approach can be applied not only to individual companies but also to whole markets, giving you a clear and practical overview for strategic decision-making

Sample Market Research Questions from FMC Group Projects in Turkey

Every market intelligence project is tailored to the needs of our clients. Whether you are assessing a new market, evaluating partners, or validating assumptions, we help you answer the specific questions that matter to your business.

  • Market size and structure: What is the potential of the market for your specific product or service? How is the market structure, and what trends are shaping its  development?
  • Key players, partners, and competitors: Who are the relevant companies in the value chain? Are there potential partners, suppliers, or customers worth approaching? Who are the competitors, and what are their strengths?
  • Understanding the customer: Who are the decision-makers and influencers on the customer side? What are their expectations, technical requirements, procurement processes, or pain points?
  • Import/export data and regulatory environment: What are the relevant trade volumes? Are there any tariffs, certifications, or restrictions that you need to be aware of?
  • Distribution channels and local practices: How is the market typically served — through agents, distributors, or direct sales? What local habits or structures affect how products are brought to market?
  • Market entry barriers and preferences: What formal or informal barriers exist for new entrants? Are there local preferences, standards, or expectations that could affect your strategy?
  • Pricing and cost structure: What are the typical prices, margins, and cost factors in this market? How do these compare with other countries or your home market?

FMC Group’s Market Research Methodology for the Turkish Market

We leverage years of experience to select and combine the right research methods for your business goals. Every research project is different, so we tailor our approach to the market situation and your specific needs—using the methods that will give you the clearest and most relevant results.

Typical Steps of a Market Research Project:

Diagram Market Research

Quotation phase

Every successful project begins at the initial quotation stage. Here, we work closely with our clients to understand their needs, align expectations, and clearly outline the methodology we will use. This phase ensures that the project scope, approach, and expected outcomes are agreed upon from the start, and that the chosen path delivers detailed results with an optimized budget.

Desk research

We start by gathering and reviewing existing information about your target market. Drawing on years of experience, we know which sources are reliable and always question their assumptions and methods. We only present data that genuinely adds value to business decisions, ensuring your results are both meaningful and actionable.

Phone interviews

We speak directly with key people in the industry who are decision makers—such as experts, suppliers, or potential customers—to get current, practical insights. For each project, we develop and use a questionnaire or discussion guide that is suitable for phone interviews, ensuring a focused and consistent conversation. Being able to reach these stakeholders, especially decision makers, requires unique expertise and strong networks. Phone interviews work well for connecting with busy individuals who are hard to meet in person.

Face-to-face/ in-depth interviews

For a deeper exploration of key topics, we arrange in-person or virtual interviews. We develop a questionnaire or discussion guide for each project and follow it systematically. However, we always conduct these interviews in a business meeting setting, allowing for open, professional conversation. When required, we also conduct in-depth interviews with subject matter experts to ensure that we address specific technical or niche aspects of the project.

Site visits

Visiting facilities or locations provides practical, firsthand information about how things really work on the ground. We select the optimum number of locations to visit for each project, check each location systematically, and analyze and report our findings in detail. Through the depth of our reporting and insights, our customers often feel as if they have visited the market themselves.

Analysis

Analysis brings together all the findings from previous steps—assembling each piece like a puzzle to reveal the big picture. Our business understanding and local expertise make this process effective and insightful.

Reporting

We deliver concise, tailored reports with clear recommendations and visual summaries—never generic industry templates. Each project is presented in the format that best fits your needs, such as PowerPoint, Excel, or Word. We can also work with your internal reporting standards if required. All data is gathered and analyzed systematically to ensure reliable insights aligned with your objectives and working style.

Get a Firsthand Look at Our Work

Curious about the depth and clarity of our research? Explore sample neutralized reports – real project formats with confidential details removed. Review both a Word report and a PowerPoint presentation example; actual content is always adapted to your project’s neein real projects, both the format and content are fully customized to match each client’s specific requirements.

If you’d like to receive a copy, simply click here and share your email address along with your request. We’ll send it straight to your inbox.

Why Choose FMC Group for Market Insights in Turkey

We offer:

  • Over 25 years of market analysis experience in Turkey, with hundreds of projects completed across 20+ industries.
  • Relevant insights—even in niche sectors—by viewing the market through our clients’ eyes, speaking to the right people, and filtering what truly matters.
  • Tailor-made research scopes, from answering a few key questions to delivering comprehensive market analyses, including board-level presentations.
  • A flexible project approach that allows clients to actively steer the research and adjust the focus based on emerging findings.
  • A proven and refined methodology for conducting market research with commitment to neutrality and data-driven results

Who Benefits from Market Research in Turkey?

Typically, our clients are diverse organizations—from SMEs exploring new opportunities to multinational corporations planning strategic expansions. Market research in Turkey serves each stakeholder with tailored insights that provide the clarity and confidence needed to navigate Turkey’s business landscape, regardless of project scale.

Small and medium-sized enterprises (SMEs)

Benefit from targeted research to identify business opportunities, manage risks, and develop effective go-to-market strategies. Market research can be tailored to fit various budgets and can fast-track business success by providing focused insights that accelerate decision-making and reduce costly missteps.

Multinational corporations

Use local market insights to guide entry, expansion, and competitive positioning in a complex environment.

Industry & trade support organizations

Trade associations, industry bodies, and export promotion agencies that leverage data-driven analysis to advocate for sector interests, monitor market trends, and deliver value to their members.

Government offices 

Utilize market analysis to understand sector dynamics, identify competitive advantages, inform policymaking, and support investment and trade promotion efforts.

Syndicated report publishers

Require reliable, in-depth local data to improve the accuracy and relevance of their global industry reports.

Investors

Depend on trustworthy market information to evaluate business potential, assess risks, and identify suitable acquisition targets—for example, private equity firms, venture capital funds, and family offices.

Others

Academic institutions and research organizations; professional service providers (consulting, legal, accounting); startups and entrepreneurs; and financial institutions (banks, private equity, venture capital, insurance) might all need different types of research projects.

Why Conduct Market Research in Turkey?

Turkey is a major regional hub with a large, young population, strong industrial sectors, and a strategic location between Europe, Asia, and the Middle East. The market holds substantial potential for growth, expansion, and new partnerships. However, shifting economic conditions, regulatory complexity, and regional differences require reliable, local data. Market research provides the insights needed to identify real demand, assess the competitive environment, and select dependable partners. With the right information, international companies can reduce risk, make confident decisions, and capture opportunities in Turkey’s evolving market.

Learn more about Competence Centre Research Services

You are currently viewing a placeholder content from YouTube. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.

More Information

Client Examples for Market Research in Turkey

Market size estimations for the Turkish section of a published global syndicated study

Client situation: A global market research company that publishes syndicated studies, as well as tailored custom reports, needed comprehensive data regarding Turkey for its Global Lubricants Market Analysis.

Project Scope: A comprehensive study of desk research, phone interviews, and in-depth face-to-face interviews conducted in parallel with other countries as part of a global team. The final report outlay a comprehensive and in-depth analysis of commercial & consumer automotive finished lubricants as well as industrial products with end-use industries, trade classes, major suppliers, and market trends.

Result: New estimations and forecasts for the lubricant market in Turkey have been produced in a classification which is much more detailed than ever before.

Location analysis for an investment

Client situation: A German manufacturer of car wash systems was searching for a production location around greater Istanbul area.

Project scope: FMC Group analyzed Turkey according to the priorities of the client such as easy access to transportation, suppliers, and availability of the necessary infrastructure. In addition to contacting real estate agencies and organized zones, FMC Group gathered detailed information by desk research on the regions where the available lands are located. An overall analysis and recommendations were provided together with important cost items. Site visits to those regions were arranged and accompanied to help the client to better understand the experiences in Turkey.

Result: The client was able to compare the lands and regions in terms of prices, infrastructure, costs, and other qualities. In the end, an alternative location recommended by FMC Group found to be more promising.

Market research for investments

Client situation: A global outsourcing service provider, headquartered in Germany, was willing to increase its understanding of the Turkish market in nine business segments as well as to identify, assess and implement growth opportunities in the Turkish market through M&A, BPO or Greenfield investment.

Project scope: The project was managed by an international team at FMC Group in Istanbul in close cooperation with the client‘s employees both in Turkey and in Germany. FMC Group conducted comprehensive market analysis and competitor analysis at national and international levels in 11 niche segments in 4 main sectors which are E-commerce, Financial Services, Supply Chain Management, and Marketing & Data Services. After evaluation of each report together with their Client, selected growth opportunities were analyzed further in detail with solid steps to follow for a board presentation.

Result: The project delivered valuable insights for each sector which helped the client to make the right decisions for their next steps also including narrowing down the number of industries to focus on the more high potential ones.

Additional Services to Understand the Turkish Market

In-market visits offer direct, hands-on insight and give you the opportunity to assess the market firsthand, guided by local experts. This service is often used as an alternative solution for a lower budget. Our clients are using it also in addition to market research to discuss with stake holders face-to-face in Turkey.

We accompany such visits in Turkey and give intercultural support in addition. Such visits are fully organized, starting from a pick-up at the airport to the travel organization with all visits, which is very helpful especially in a 20 million city like Istanbul.

If personally traveling to Turkey is not an option, we can organize online meetings as well.

Opportunity screening is a practical way to assess the potential of the Turkish market. We identify and compile a list of potential customers — essentially building a tailored prospect database — and conduct targeted interviews with a representative sample. This helps evaluate your company’s market potential directly. Clients often use the outcomes to follow up with the generale leads.

We assess how your company or sector is perceived in the market by reaching out to current customers, potential customers, and lost customers. This analysis is conducted through structured surveys, interviews, or image studies and provides clear feedback on satisfaction levels and overall reputation. By understanding the views of each group, you gain valuable insight into your strengths and areas for improvement, helping to support long-term business relationships and your positioning in the market.

Facts and Figures About Turkey

Official name: Republic of Turkey

Capital: Ankara

Financial center: Istanbul

Government type: Presidential republic

Head of state: President Recep Tayyip ERDOGAN (since 28 August 2014)

Ruling party: Justice and Development Party (AKP)

Land mass: 769,632 sqkm

Sea and water: 13,930 sqkm (3,792 mi²)

Currency: Turkish lira (TRY=100 kurus)

Major urban areas: Istanbul (15.5 million), Ankara (5.6 million) and Izmir (4.4 million) (2019, out of 81 cities)

Language: Turkish (official), Kurdish, other minority languages

Time zone:  UTC + 3

Telephone code: +90

Climate: Temperate; hot, dry summers with mild, wet winters; harsher in interior

National holidays: Republic day (Oct. 29, 1923)

Disclaimer: Although we carefully researched and compiled the above information, we do not give any guarantee with respect to the actuality, correctness, and completeness)

Neighboring countries: Armenia, Azerbaijan, Bulgaria, Georgia, Greece, Iran, Iraq, Syria.

Coastline: 7,200 km

Control of the Bosphorus and access to the Black Sea

Eurasian country 97% on the Asia Minor Peninsula (Anatolia) and 3% on the European Balkan Peninsula (Eastern Trace)

Disclaimer: Although we carefully researched and compiled the above information, we do not give any guarantee with respect to the actuality, correctness, and completeness)

Population: 85,518,661 (2024)

Life expectancy: 75 years (men), 80 years (women) (2023)

Population density: 113.7/sqkm (2024)

Population growth rate: 0.2% (2024)

Population distribution:The most densely populated area is found around the Bosporus in the northwest, where 20% of the population lives in Istanbul; with the exception of Ankara, urban centers remain small and scattered throughout the interior of Anatolia; an overall pattern of peripheral development exists, particularly along the Aegean Sea coast in the west, and the Tigris and Euphrates River systems in the southeast

Labor force: 36,084 million (2024)

Disclaimer: Although we carefully researched and compiled the above information, we do not give any guarantee with respect to the actuality, correctness, and completeness)

GDP in current prices: USD 1.32 billion (2024)

GDP growth: 3.2% (2024)

GDP per capita: USD 15.46 thousands (2024)

Unemployment: 8.4% (2024)

Inflation: 58.5% (2024)

Disclaimer: Although we carefully researched and compiled the above information, we do not give any guarantee with respect to the actuality, correctness, and completeness)

Total exports: USD 261,801,501 thousands (2024)

Total imports: USD 344,017,272 thousands (2024)

Trade balance: USD -16,413,887 thousands (2024)

Main exports: Vehicles other than railway or tramway rolling stock, nuclear reactors, boilers, machinery and mechanical appliances, electrical machinery, mineral fuels, mineral oils, natural or cultured pearls.

Main imports:Nuclear reactors, boilers, machinery and mechanical appliances, vehicles other than railway or tramway rolling stock, mineral fuels, mineral oils, electrical machinery and equipment.

Customs Union with the EU since 1996

Free Trade Agreements (FTA) with countries including Albania, Bosnia Herzegovina, Chile, EFTA member countries (Switzerland, Norway, Iceland and Liechtenstein), Egypt, Faroe Islands, Georgia, Israel, South Korea, Macedonia, Malaysia, Mauritus, Moldavia, Montenegro, Morocco, Palestine, Serbia, Singapore, Tunisia

Member of G-20, OECD, NATO, WTO, non-permanent member of UN Security Council

Disclaimer: Although we carefully researched and compiled the above information, we do not give any guarantee with respect to the actuality, correctness, and completeness)

According to the 2025 World Investment Report 2025 published by UNCTAD:

FDI: USD 10,591 million (2024)

FDI stock: USD 180,025 million (2024)

Disclaimer: Although we carefully researched and compiled the above information, we do not give any guarantee with respect to the actuality, correctness, and completeness)

Total telephone subscriptions (fixed lines): 9,926 million (2023)

Total mobile line subscriptions: 92.2 million (2023)

Internet country code: .tr

Broadband – fixed subscriptions: 19.6 million (2023)

Disclaimer: Although we carefully researched and compiled the above information, we do not give any guarantee with respect to the actuality, correctness, and completeness)

Number of airports: 116 (2025)

Total railways: 11,497 km (2018)

Major seaports: Haydarpasa, Istanbul, Izmir, Mersin, Nemrut Limani Bay, Samsun

Disclaimer: Although we carefully researched and compiled the above information, we do not give any guarantee with respect to the actuality, correctness, and completeness)

Turkey’s Strategic Industries and Opportunities for Foreign Companies

Turkey actively targets quality, high-value foreign direct investment that supports the green transition, digitalization, and advanced manufacturing. The government published a national FDI Strategy for 2024–2028 and continues to roll out sector incentives and regionally targeted support.

Recent official data show resilient FDI inflows — USD 11.3 billion in 2024 — underlining strong investor interest.

Priority industries (highest near-term opportunity: 2024–2025)

Advanced Manufacturing & Automotive (Including EVs and Suppliers)
Strong local supply chains, export orientation, and active EV initiatives make Turkey a regional production hub for vehicles and components. In 2024, fully electric vehicles accounted for 10.1% of total passenger car sales, with sales of 99,489 units—more than double the previous year. Hybrid vehicles made up 18.8% of the passenger car market, bringing the combined market share for electric and hybrid vehicles to around 29–30%. The sector is supported by major investments, including BYD’s signed USD 1 bn agreement for a new EV and hybrid vehicle production facility, planned to have an annual capacity of 150,000 vehicles and commence production by the end of 2026, alongside continued government incentives to promote local manufacturing and innovation.

Renewable energy and green technologies

Large YEKA tenders, wind (onshore & offshore) and solar projects, plus incentives for local content and green investments. In 2024, Turkey awarded six contracts for 800 MW of solar projects with high local content requirements, and additional capacity is planned under ongoing YEKA programs.

Digital, ICT & semiconductor technologies

The High Technology Investment Program (HIT-30) commits USD 30 billion in incentives through 2030 to high-tech sectors, including semiconductors, EV technologies, and energy innovations. Government initiatives also support 5G infrastructure, artificial intelligence, cybersecurity, and domestic chip production through university–industry partnerships.

Defense & aerospace 

State support, growing local R&D, and export programs present opportunities for strategic partnerships and offsets. Defense industry exports reached a record USD 7.1 billion in 2024, a 29% increase from 2023, with sales to 180 countries.

Food & agribusiness / chemicals

Exportable, vertically integrated clusters with room for foreign technology and capital investment. Turkey’s domestic market and established export channels to the EU, MENA, and Central Asian regions offer scale opportunities.

Practical Checklist for Foreign Investors in Turkey

  • Assess market size and dynamics – Get clear, up-to-date insight into demand, competition, and pricing.
  • Identify qualified partners and suppliers – Target the right local companies through our on-the-ground network.
  • Evaluate incentive opportunities – Understand regional and sector-specific investment incentives before committing.
  • Plan the optimal entry route – Compare greenfield, joint venture, acquisition, or representative office setups.
  • Check regulatory and compliance requirements – Avoid delays by addressing sector-specific rules early.
  • Secure local talent and management capacity – Build teams wisely (Istanbul, Bursa, Kocaeli, Izmir and Ankara are key hubs).
  • Plan for operational setup – From legal entity registration to HR and payroll, ensure a smooth launch.

Considerations for Business Investment in Turkey

While Turkey presents significant opportunities, investors should be aware of certain factors that may influence investment decisions and operations. Understanding these considerations and developing appropriate strategies can help ensure successful market entry and long-term business sustainability.

Economic environment

Turkey has implemented comprehensive monetary reforms to address inflation and achieve macroeconomic stability. While these measures have shown positive results—including credit rating upgrades from all major agencies—the transition period may involve tighter credit conditions and higher borrowing costs that could affect cash flow planning and project financing.

Competitive landscape

Turkey has developed strong domestic companies across many sectors, particularly in manufacturing, construction, retail, and financial services. Local competitors often benefit from established market knowledge, distribution networks, and cost structures that can present challenges for new entrants. Success typically requires clear differentiation, strategic positioning, or partnerships that leverage both international expertise and local market understanding.

Regulatory and administrative framework

Navigation of regulatory processes may require additional time and local expertise, particularly for complex projects or sectors with specific compliance requirements. Engaging experienced local partners and legal advisors can streamline administrative procedures and ensure full regulatory compliance from the outset.

Regional dynamics

Turkey’s strategic location at the intersection of Europe, Asia, and the Middle East brings both opportunities and considerations related to regional developments. The country’s active diplomatic role in regional stability initiatives can create business opportunities, though investors should monitor geopolitical developments that may affect supply chains or market access in neighboring regions.

Mitigation strategies

Successful investors in Turkey typically employ comprehensive risk management approaches, including partnering with established local entities, diversifying supply chains, maintaining flexible operational structures, and staying informed about regulatory developments. Turkey’s growing ecosystem of international business support services and investment promotion agencies provides additional resources for navigating these considerations effectively.

How does FMC Group Help with Successful Market Entry and Growth?

FMC Group delivers a complete market entry and development service for Turkey:

We combine local expertise with an international business mindset, giving you a fast, low-risk, and cost-effective route into Turkey.

Blogs

Read more about Market Research

Our offices in Turkey

Istanbul, European Side

Büyükdere Mh. Dede Yusuf Sok. No:11 TR-34453 Sarıyer,
Istanbul / Turkey

You are currently viewing a placeholder content from Google Maps. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.

More Information

Istanbul, Asian Side

Kucukbakkalkoy Mah. Dudullu Yolu Cad. Brandium Residence R2 Blok K:27 D:254 34750, Atasehir, Istanbul / Turkey

You are currently viewing a placeholder content from Google Maps. To access the actual content, click the button below. Please note that doing so will share data with third-party providers.

More Information

Get In Touch With Us

We are looking forward to hearing from you

Get in Touch With Berna

We are looking forward to hearing from you