Türkiye consumers adjust home routines during seasonal changes

According to the Philips Home Report 2026 conducted by Versuni, 80% of people in Türkiye reorganize their homes or daily routines when seasons change. The study, which surveyed 9,250 people across 12 countries, highlights that the transition from summer rhythms to school and work schedules in September drives a renewed focus on garment care.

In Türkiye, 87% of participants perform ironing or clothing maintenance at least once a week, with 37% doing so several times a week. The research indicates that clothing care is deeply linked to psychological well-being and self-expression. Specifically, 81% of respondents feel more organized when wearing well-maintained clothes, 80% feel more confident, and 73% view clothing care as a form of self-care.

As daily life accelerates with the return to urban routines, there is an increasing demand for convenience in garment maintenance. Approximately 77% of those surveyed emphasized the importance of clothes looking flawless and expressed a desire for faster and easier ways to achieve this result.