Cosmetics And Toiletries in Turkey
Euromonitor International's Cosmetics And Toiletries in Turkey market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes, company and brand shares, distribution and pricing data.
Tables: 153 | Publication date: Jun 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Baby care; Bath and shower products; Colour cosmetics; Deodorants; Depilatories; Fragrances; Hair care; Men's grooming products; Oral hygiene; Oral hygiene excl power toothbrushes; Premium cosmetics; Skin care; Sun care
Executive summary
Cosmetics and toiletries see good growth in 2008
The cosmetics and toiletries market in Turkey saw positive growth in 2008, as promotions, new launches and advertisements stimulated expenditure despite the global crisis beginning to take its toll towards the end of the year. New launches focused on introducing a good level of sophistication, with multifunctional products being the key trend. Advertisements were mainly made by multinational companies operating in fragrances, skin care and colour cosmetics. Companies also continued to implement promotions, such as gift promotions, in department stores and chained specialists/beauty specialists.
Market sees growth despite global financial crisis
Given that the space for growth is still high in the Turkish cosmetics and toiletries market, with penetration rates being quite low beyond urban areas, even for products treated as commodities in other Western European countries, the market registered positive growth despite the effects of the economic slowdown. Nevertheless, growth in 2008 was much slower than the previous year’s forecast in terms of RSP sales. This was because consumers started switching to economy products from mid-priced offerings. Mid-priced products suffered most as consumers who purchase premium products have not yet downgraded to cheaper alternatives. For example, premium fragrances was affected by the crisis as the consumers of these products are more affluent, less affected by the crisis, and also more brand loyal.
Multinational companies increase shares further
The growth of the cosmetics and toiletries market was driven by successful launches and advertising implemented by multinational companies. Eczacibasi-Beiersdorf, L’Oréal, Procter & Gamble, Unilever, Avon and Henkel were the leading players in almost all products. These companies had better resources to protect themselves from the economic crisis by applying certain strategies, such as increasing gift promotions and distribution through discounters. The presence of local players is less important, although there were a few domestic companies in the top 10 in 2008, such as Evyap Sabun Yag Gliserin Sanayii ve Ticaret AS, Kopas Kozmetik Pazarlama San AS and Azmusebat Çakmak ve Tiras Biçagi San ve Ticaret AS.
Department stores and grocery retailers increase in importance
Supermarkets and hypermarkets and discounters increased their importance in cosmetics and toiletries because these retailers recorded high growth in terms of the number of outlets, both in large and small cities. These outlets had increased shelf space for products and benefit from special in-store discounts, which tend to attract more consumers. These outlets also benefit from the fact that they offer great product ranges and therefore consumers can see almost all mass brands on shelves and compare prices. Also, department stores in which consumers increased their cosmetics shopping, especially for masstige and premium products in 2008.
Positive constant value growth predicted for forecast period
The cosmetics and toiletries market is expected to register positive constant value growth over the forecast period. This will be due to the diminishing impact of the global economic crisis. Although people will choose to purchase better value products, they will continue to spend on cosmetics and toiletries. On the other hand, demand for premium products such as colour cosmetics and fragrances is not expected to be influenced, as purchasers of such products are more affluent consumers whose disposable incomes have been less adversely affected then those of their counterparts in lower income segments.
Table of contents
COSMETICS AND TOILETRIES IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Cosmetics and toiletries see good growth in 2008
Market sees growth despite global financial crisis
Multinational companies increase shares further
Department stores and grocery retailers increase in importance
Positive constant value growth predicted for forecast period
KEY TRENDS AND DEVELOPMENTS
Decline in unit prices due to impact of the global financial crisis
Avon records high growth, leads market
Natural/organic cosmetics gain importance
Cosmetics see advertising boom in 2008
Growth of beauty specialists and department stores boost premium products
MARKET DATA
Table 1 Sales of Cosmetics and Toiletries by Sector: Value 2003-2008
Table 2 Sales of Cosmetics and Toiletries by Sector: % Value Growth 2003-2008
Table 3 Sales of Premium Cosmetics by Sector: Value 2003-2008
Table 4 Sales of Premium Cosmetics by Sector: % Value Growth 2003-2008
Table 5 Cosmetics and Toiletries Company Shares by NBO Retail Value 2004-2008
Table 6 Cosmetics and Toiletries Company Shares by GBO Retail Value 2004-2008
Table 7 Cosmetics and Toiletries Brand Shares by Retail Value 2005-2008
Table 8 Penetration of Private Label by Sector by Retail Value 2003-2008
Table 9 Sales of Cosmetics and Toiletries by Distribution Format: % Analysis 2003-2008
Table 10 Sales of Cosmetics and Toiletries by Sector and by Distribution Format: % Analysis 2008
Table 11 Forecast Sales of Cosmetics and Toiletries by Sector: Value 2008-2013
Table 12 Forecast Sales of Cosmetics and Toiletries by Sector: % Value Growth 2008-2013
Table 13 Forecast Sales of Premium Cosmetics by Sector: Value 2008-2013
Table 14 Forecast Sales of Premium Cosmetics by Sector: % Value Growth 2008-2013
APPENDIX
Gift Sets
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
AKAT KOZMETIK SANAYI VE TICARET AS - COSMETICS AND TOILETRIES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Akat Kozmetik Sanayi ve Ticaret AS: Key Facts
Summary 3 Akat Kozmetik Sanayi ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Akat Kozmetik Sanayi ve Ticaret AS: Competitive Position 2008
AROMEL KOZMETIK SANAYII VE TICARET AS - COSMETICS AND TOILETRIES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Aromel Kozmetik Sanayii ve Ticaret AS: Key Facts
Summary 6 Aromel Kozmetik Sanayii ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Aromel Kozmetik Sanayii ve Ticaret AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Aromel Kozmetik Sanayii ve Ticaret AS: Competitive Position 2008
EVYAP SABUN YAG GLISERIN SANAYII VE TICARET AS - COSMETICS AND TOILETRIES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Evyap Sabun Yag Gliserin Sanayii ve Ticaret AS: Key Facts
Summary 10 Evyap Sabun Yag Gliserin Sanayii ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Evyap Sabun Yag Gliserin Sanayii ve Ticaret AS: Production Statistics 2007
COMPETITIVE POSITIONING
Table 15 Summary4 Evyap Sabun Yag Gliserin Sanayii ve Ticaret AS: Competitive Position 2008
HAYAT KIMYA SANAYI AS - COSMETICS AND TOILETRIES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Hayat Kimya Sanayi AS: Key Facts
Summary 13 Hayat Kimya Sanayi AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Hayat Kimya Sanayi AS: Competitive Position 2008
HOBI KOZMETIK AS - COSMETICS AND TOILETRIES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Hobi Kozmetik AS: Key Facts
Summary 16 Hobi Kozmetik AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Table 16 Summary3 Hobi Kozmetik AS: Competitive Position 2008
KOPAS KOZMETIK PAZARLAMA SAN AS - COSMETICS AND TOILETRIES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 17 Kopas Kozmetik Pazarlama San AS: Key Facts
Summary 18 Kopas Kozmetik Pazarlama San AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 19 Kopas Kozmetik Pazarlama San AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 20 Kopas Kozmetik Pazarlama San AS: Competitive Position 2007
BABY CARE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Sales of Baby Care by Subsector: Value 2003-2008
Table 18 Sales of Baby Care by Subsector: % Value Growth 2003-2008
Table 19 Baby Care Premium Vs Mass % Analysis 2003-2008
Table 20 Baby Care Company Shares by Retail Value 2004-2008
Table 21 Baby Care Brand Shares by Retail Value 2005-2008
Table 22 Baby Care Premium Brand Shares 2005-2008
Table 23 Baby Skin Care Brand Shares by Retail Value 2005-2008
Table 24 Baby Sun Care Brand Shares by Retail Value 2005-2008
Table 25 Forecast Sales of Baby Care by Subsector: Value 2008-2013
Table 26 Forecast Sales of Baby Care by Subsector: % Value Growth 2008-2013
Table 27 Forecast Baby Care Premium Vs Mass % Analysis 2008-2013
BATH AND SHOWER PRODUCTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Sales of Bath and Shower Products by Subsector: Value 2003-2008
Table 29 Sales of Bath and Shower Products by Subsector: % Value Growth 2003-2008
Table 30 Bath and Shower Products Premium Vs Mass % Analysis 2003-2008
Table 31 Bath and Shower Products Company Shares by Retail Value 2004-2008
Table 32 Bath and Shower Products Brand Shares by Retail Value 2005-2008
Table 33 Bath and Shower Products Premium Brand Shares 2005-2008
Table 34 Forecast Sales of Bath and Shower Products by Subsector: Value 2008-2013
Table 35 Forecast Sales of Bath and Shower Products by Subsector: % Value Growth 2008-2013
Table 36 Forecast Bath and Shower Products Premium Vs Mass % Analysis 2008-2013
DEODORANTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Sales of Deodorants by Subsector: Value 2003-2008
Table 38 Sales of Deodorants by Subsector: % Value Growth 2003-2008
Table 39 Deodorants Premium Vs Mass % Analysis 2003-2008
Table 40 Deodorants Company Shares by Retail Value 2004-2008
Table 41 Deodorants Brand Shares by Retail Value 2005-2008
Table 42 Deodorants Premium Brand Shares 2005-2008
Table 43 Forecast Sales of Deodorants by Subsector: Value 2008-2013
Table 44 Forecast Sales of Deodorants by Subsector: % Value Growth 2008-2013
Table 45 Forecast Deodorants Premium Vs Mass % Analysis 2008-2013
HAIR CARE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 46 Sales of Hair Care by Subsector: Value 2003-2008
Table 47 Sales of Hair Care by Subsector: % Value Growth 2003-2008
Table 48 Hair Care Premium Vs Mass % Analysis 2003-2008
Table 49 Sales of Styling Agents by Type: % Value Breakdown 2005-2008
Table 50 Hair Care Company Shares by Retail Value 2004-2008
Table 51 Hair Care Brand Shares by Retail Value 2005-2008
Table 52 Styling Agents Brand Shares by Retail Value 2005-2008
Table 53 Colourants Brand Shares by Retail Value 2005-2008
Table 54 Salon Hair Care Company Shares by Retail Value 2004-2008
Table 55 Salon Hair Care Brand Shares by Retail Value 2005-2008
Table 56 Hair Care Premium Brand Shares 2005-2008
Table 57 Forecast Sales of Hair Care by Subsector: Value 2008-2013
Table 58 Forecast Sales of Hair Care by Subsector: % Value Growth 2008-2013
Table 59 Forecast Hair Care Premium Vs Mass % Analysis 2008-2013
COLOUR COSMETICS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 60 Sales of Colour Cosmetics by Subsector: Value 2003-2008
Table 61 Sales of Colour Cosmetics by Subsector: % Value Growth 2003-2008
Table 62 Colour Cosmetics Premium Vs Mass % Analysis 2003-2008
Table 63 Colour Cosmetics Company Shares by Retail Value 2004-2008
Table 64 Colour Cosmetics Brand Shares by Retail Value 2005-2008
Table 65 Facial Make-up Brand Shares by Retail Value 2005-2008
Table 66 Eye Make-up Brand Shares by Retail Value 2005-2008
Table 67 Lip Products Brand Shares by Retail Value 2005-2008
Table 68 Nail Products Brand Shares by Retail Value 2005-2008
Table 69 Colour Cosmetics Premium Brand Shares 2005-2008
Table 70 Forecast Sales of Colour Cosmetics by Subsector: Value 2008-2013
Table 71 Forecast Sales of Colour Cosmetics by Subsector: % Value Growth 2008-2013
Table 72 Forecast Colour Cosmetics Premium Vs Mass % Analysis 2008-2013
MEN'S GROOMING PRODUCTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 73 Sales of Electric Shavers by Value 2004-2008
Table 74 Sales of Men's Grooming Products by Subsector: Value 2003-2008
Table 75 Sales of Men's Grooming Products by Subsector: % Value Growth 2003-2008
Table 76 Sales of Men's Razors and Blades by Type: % Value Breakdown 2005-2008
Table 77 Men's Grooming Products Company Shares by Retail Value 2004-2008
Table 78 Men's Grooming Products Brand Shares by Retail Value 2005-2008
Table 79 Men's Razors and Blades Brand Shares by Retail Value 2005-2008
Table 80 Forecast Sales of Men's Grooming Products by Subsector: Value 2008-2013
Table 81 Forecast Sales of Men's Grooming Products by Subsector: % Value Growth 2008-2013
ORAL HYGIENE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 82 Sales of Manual Toothbrushes by Type: % Value Analysis 2004-2009
Table 83 Sales of Oral Hygiene by Subsector: Value 2003-2008
Table 84 Sales of Oral Hygiene by Subsector: % Value Growth 2003-2008
Table 85 Sales of Manual and Power Toothbrushes by Type: Value 2003-2008
Table 86 Sales of Manual and Power Toothbrushes by Type: % Value Growth 2003-2008
Table 87 Sales of Toothpaste by Type: % Value Breakdown 2005-2008
Table 88 Oral Hygiene Company Shares by Retail Value 2004-2008
Table 89 Oral Hygiene Brand Shares by Retail Value 2005-2008
Table 90 Toothpaste Brand Shares by Retail Value 2005-2008
Table 91 Mouthwash/Dental Rinses Brand Shares by Retail Value 2005-2008
Table 92 Forecast Sales of Oral Hygiene by Subsector: Value 2008-2013
Table 93 Forecast Sales of Oral Hygiene by Subsector: % Value Growth 2008-2013
Table 94 Forecast Sales of Manual and Power Toothbrushes by Type: Value 2008-2013
Table 95 Forecast Sales of Manual and Power Toothbrushes by Type: % Value Growth 2008-2013
FRAGRANCES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 96 Sales of Fragrances by Concentration: % Value Analysis 2004-2009
Table 97 Sales of Fragrances by Subsector: Value 2003-2008
Table 98 Sales of Fragrances by Subsector: % Value Growth 2003-2008
Table 99 Fragrances Premium Vs Mass % Analysis 2003-2008
Table 100 Fragrances Company Shares by Retail Value 2004-2008
Table 101 Fragrances Brand Shares by Retail Value 2005-2008
Table 102 Men's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 103 Women's Premium Fragrances Brand Shares by Retail Value 2005-2008
Table 104 Forecast Sales of Fragrances by Subsector: Value 2008-2013
Table 105 Forecast Sales of Fragrances by Subsector: % Value Growth 2008-2013
Table 106 Forecsast Fragrances Premium Vs Mass % Analysis 2008-2013
SKIN CARE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 107 Sales of Skin Care by Subsector: Value 2003-2008
Table 108 Sales of Skin Care by Subsector: % Value Growth 2003-2008
Table 109 Skin Care Premium Vs Mass % Analysis 2003-2008
Table 110 Skin Care Company Shares by Retail Value 2004-2008
Table 111 Skin Care Brand Shares by Retail Value 2005-2008
Table 112 Facial Moisturisers Brand Shares by Retail Value 2005-2008
Table 113 Nourishers/Anti-agers Brand Shares by Retail Value 2005-2008
Table 114 Firming/Anti-cellulite Body Care Brand Shares by Retail Value 2005-2008
Table 115 General Purpose Body Care Brand Shares by Retail Value 2005-2008
Table 116 Skin Care Premium Brand Shares 2005-2008
Table 117 Forecast Sales of Skin Care by Subsector: Value 2008-2013
Table 118 Forecast Sales of Skin Care by Subsector: % Value Growth 2008-2013
Table 119 Forecast Skin Care Premium Vs Mass % Analysis 2008-2013
DEPILATORIES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 120 Sales of Depilatories by Subsector: Value 2003-2008
Table 121 Sales of Depilatories by Subsector: % Value Growth 2003-2008
Table 122 Depilatories Company Shares by Retail Value 2004-2008
Table 123 Depilatories Brand Shares by Retail Value 2005-2008
SUN CARE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 124 Sales of Sun Protection by Factor: % Value Analysis 2004-2009
Table 125 Sales of Sun Care by Subsector: Value 2003-2008
Table 126 Sales of Sun Care by Subsector: % Value Growth 2003-2008
Table 127 Sun Care Premium Vs Mass % Analysis 2003-2008
Table 128 Sun Care Company Shares by Retail Value 2004-2008
Table 129 Sun Care Brand Shares by Retail Value 2005-2008
Table 130 Sun Care Premium Brand Shares 2005-2008
Table 131 Forecast Sales of Sun Care by Subsector: Value 2008-2013
Table 132 Forecast Sales of Sun Care by Subsector: % Value Growth 2008-2013
Table 133 Forecast Sun Care Premium Vs Mass % Analysis 2008-2013