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Türkiye is undergoing a long-term demographic shift that is now apparent in everyday consumption.
Falling birthrates, an aging population, and a growing number of people living alone are reshaping consumption patterns across the country. The shift is widely linked to economic and social pressures that affect household size, housing choices, and long-term care planning.
Retail representatives say the transformation reflects structural changes in household size, aging, and care needs, beyond marital status alone.
The effects appear across sectors, from food and furniture to insurance and care services. What once catered to large households now adapts to smaller homes and individual consumers.
One of the clearest signals comes from hygiene products as retailers report a steady decline in baby diaper and baby food sales, alongside a rapid rise in adult diapers and elderly care items.
Faruk Guzeldere, a member of the High Advisory Board of the Istanbul Retailers Federation, says demographic change produces direct and measurable outcomes in retail, as reported by Turkiye Daily.
According to Guzeldere, sales of baby diapers and baby food have fallen in recent years, while demand for patient diapers and elderly care products has increased quickly.
This shift aligns with official population data since, according to TurkStat, Türkiye’s total fertility rate has declined continuously since 2014.
It fell to 1.48 in 2024, well below the population replacement level of 2.1. Experts warn that sustained fertility decline affects labor supply, social security systems, and long-term care demand.
Food retail shows a similar adjustment as large family size packages lose prominence, as single portion and small weight products gain shelf space.
Retail chains reorganize layouts to prioritize frozen food, ready meals, and packaged items designed for individual consumption.
Representatives say the change reflects shrinking household size and more people living alone, rather than food waste awareness alone.
Housing and furniture markets now mirror the same demographic reality.
Demand for large living room sets and oversized dining tables has weakened. Compact, modular, and multi-purpose furniture has moved to the foreground, especially for studio and one-plus-one apartments.
Rasim Turanoglu, a furniture seller in Istanbul’s Avcilar district, says customer priorities have changed. “People no longer ask for large furniture sets. They choose single-person modular groups. As homes shrink and single living becomes more common, functionality matters more than size,” he said.
Financial services also reflect this shift. Insurance agents report declining interest in traditional family packages and child-focused long-term policies. In contrast, individual health insurance and private retirement plans continue to grow.
Istanbul-based insurance agent Gurgan Keskin says the customer profile has changed noticeably. “In the past, people asked about family insurance and education policies for children.
Now most customers want individual health insurance or private pension plans,” he said. “Insurance has become a way for individuals to secure their own old age.”
Banks and insurers increasingly design products aimed at people who live alone and those planning for retirement and health coverage.
The aging population affects the care economy most directly.
Rising sales of adult diapers coincide with growing demand for home care services, medical equipment, and elderly support products. Pharmacies and medical retailers expand their ranges focused on senior care.
Ramazan Cetin, general manager of an Istanbul-based corporate care provider, says wage levels highlight the direction of demand.
He notes that child caregiver wages in Istanbul range between ₺30,000 (around $700) and ₺40,000, while elderly and patient caregiver fees reach between ₺50,000 and ₺70,000. Cetin says applications for elderly care services increase each month and signal faster growth ahead.
Other sectors also adapt to the changing demands. As more people live alone, pet ownership rises. This fuels growth in pet food sales, veterinary services, pet hotels, and animal insurance. In some supermarkets, shelves once dominated by baby products now feature expanded pet care sections.
Entertainment and lifestyle spending show a similar pattern. Individual digital subscriptions, mobile gaming, and personal content consumption continue to grow. Cultural venues increasingly offer formats designed for smaller groups or solo attendance.
Textile and apparel companies respond as well. Growth in children’s clothing slows, while demand rises for comfortable, functional, and health-oriented products aimed at middle-aged and older consumers. Ortopedic footwear, flexible fabrics, and comfort-focused designs gain prominence.
Retailers and service providers say these changes point to a lasting transformation.
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