The Turkish market for maternity, baby, and children’s products is experiencing steady growth, with baby products generating approximately USD 2 billion in revenue due to the country’s demographic vitality.

With around 1,035,000 births per year, Türkiye has one of the highest birth rates in Europe: 1.62 children per woman in 2022, and nearly 22.6 million children (aged 0 to 17 years) representing 26.5% of the total population.

Concerned about their infant’s health and well-being, young Turkish parents primarily seek safe products, and European-made products are often seen as synonymous with quality and European standards. Turks largely spend on newborns, including food, clothing, and care products.



The proliferation of specialized stores since the 2000s reflects the positive evolution of the sector, where products, especially for babies, continue to enjoy strong demand driven by new trends: the influence of social media and celebrity marketing, the popularization of celebrations like baby showers and gender reveals, and a growing interest in innovative organic or natural products.