Disposable Paper Products in Turkey
Euromonitor International's Disposable Paper Products 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.
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Tables: 96 | Publication date: Jul 2007
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
Away-from-home disposable paper products; Retail disposable paper products
Executive summary
Disposable paper products sees above average value growth in 2006
In 2006, the main factor that stimulated growth was the entry of new and important companies to the market. Kimberly-Clark Tuketim Mallari San ve Tic AS entered with its Kotex (sanitary protection) and Huggies (nappies/diapers/pants) brands. The next important entry was local Hayat Kimya Sanayi AS, with its Papia, Famila and Teno brands to toilet paper, tissues, kitchen towels and napkins. In addition, the young and growing population of Turkey, rapid urbanisation and increased disposable incomes were reasons for growth at the end of the review period.
Wipes and nappies/diapers/pants experience the highest growth rates
Wipes and nappies/diapers/pants are complimentary products. The growth of wipes was much affected by the dynamism in nappies/diapers/pants, as baby wipes is dominant in wipes. Wipes saw a higher growth than nappies/diapers/pants, as it was from a lower base and was affected by the general dynamism in sales. A number of new product developments were launched in 2006 in these two sectors. Molfix Sportive Baby by Hayat Kimya and Huggies from Kimberly-Clark were introduced in nappies/diapers/pants. Uni Baby Pure Lotion by Ataman Ilaç ve Kozmetic San Tic Ltd Sti entered baby wipes. As these products were supported by well-designed advertisements and had good shelf space in supermarkets/hypermarkets, both sectors benefited.
Supermarkets/hypermarkets dominant in disposable paper products
The value share of supermarkets/hypermarkets increased over the review period, as an increasing number of outlets opened throughout the country. The traditional retail channels of independent food stores (mainly bakkals) and chemists/drugstores lost share over the same period. Supermarkets/hypermarkets had more shelf space for various products and offered bonus schemes. Companies also had the opportunity to display and promote their products in the stores. An improved retail infrastructure meant that the market products were more widely available throughout Turkey. Another reason for the increasing role of supermarkets/hypermarkets was the availability of private label.
Procter & Gamble is the leader
Due to its leadership in the dominant sectors of sanitary protection and baby nappies/diapers/pants, Procter & Gamble Tuketim Mallari Sanayi Ltd Skt was market leader in 2006. The company benefited from having the first mover advantage in both sectors. Its leading brands, Orkid (sanitary protection) and Prima (nappies/diapers/pants) were well known in the country. The Orkid brand became a generic name for all sanitary towels in Turkey. The company was very dynamic in terms of advertising and promotion. Its latest launches included Prima On the Go. This was the first, and the only, disposable pants product in 2005 in Turkey.
Disposable paper products has good potential for growth
In Turkey, the number of households has increased, and lifestyles have become more luxurious due to rising disposable incomes. Together with increasing urbanisation, these factors will lead to an upsurge in demand for disposable paper products that offer practicality. Increased awareness of hygiene and the demand for practicality will mean that the sales of wipes, in particular, will increase. Also, the high birth rate and the increasing number of working women will fuel growth in nappies/diapers/pants and sanitary towels. Competition between multinationals and local companies will be more intense, with new products and companies entering. In the early forecast years, local company, Ataman, is planning to enter nappies/diapers/pants. Lila Kagit is planning to enter toilet paper, tissues, kitchen towels, and napkins.
Table of contents
DISPOSABLE PAPER PRODUCTS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Disposable paper products sees above average value growth in 2006
Wipes and nappies/diapers/pants experience the highest growth rates
Supermarkets/hypermarkets dominant in disposable paper products
Procter & Gamble is the leader
Disposable paper products has good potential for growth
KEY TRENDS AND DEVELOPMENTS
High rate of fertility and an increasing number of women in Turkey
Rapid urbanisation and an increasing number of households
Improving economy and falling inflation rates
Retail infrastructure improves
An increased number of businesses and retail centres
MARKET INDICATORS
Table 1 Birth Rates 2001-2006
Table 2 Infant Population 2001-206
Table 3 Female Population by Age 2001-2006
Table 4 Total Population by Age 2001-2006
Table 5 Households 2001-2006
Table 6 Forecast Infant Population 2006-2011
Table 7 Forecast Female Population by Age 2006-2011
Table 8 Forecast Total Population by Age 2006-2011
Table 9 Forecast Households 2006-2011
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 14 Penetration of Private Label by Sector 2002-2006
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011
DEFINITIONS
LOCAL COMPANY PROFILES - TURKEY
ATAMAN ILAç VE KOZMETIK SAN TIC LTD STI - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Ataman Ilaç ve Kozmetik San Tic Ltd Sti : Key Facts
Summary 2 Ataman Ilaç ve Kozmetik San Tic Ltd Sti : Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Ataman Ilaç ve Kozmetik San Tic Ltd Sti : Competitive Position 2006
HAYAT KIMYA SANAYI AS - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Hayat Kimya Sanayi AS: Key Facts
Summary 5 Hayat Kimya Sanayi AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Hayat Kimya Sanayi AS: Competitive Position 2006
IPEK KAGIT SANAYI VE TICARET AS - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Ipek Kagit Sanayi ve Ticaret AS: Key Facts
Summary 8 Ipek Kagit Sanayi ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Ipek Kagit Sanayi ve Ticaret AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 10 Ipek Kagit Sanayi ve Ticaret AS: Competitive Position 2006
TOPRAK KAGIT AS - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Toprak Kagit AS: Key Facts
Summary 12 Toprak Kagit AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Toprak Kagit AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 14 Toprak Kagit AS: Competitive Position 2006
VIKING KAGIT VE SELULOZ AS - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Viking Kagit Ve Seluloz AS: Key Facts
Summary 16 Viking Kagit Ve Seluloz AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Viking Kagit Ve Seluloz AS: Competitive Position 2006
SANITARY PROTECTION IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2001-2006
Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2001-2006
Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2002-2006
Table 20 Sanitary Protection Retail Company Shares 2002-2006
Table 21 Sanitary Protection Retail Brand Shares 2003-2006
Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2006-2011
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2006-2011
NAPPIES/DIAPERS/PANTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2001-2006
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2001-2006
Table 26 Nappies/Diapers/Pants Retail Company Shares 2002-2006
Table 27 Nappies/Diapers/Pants Retail Brand Shares 2003-2006
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2006-2011
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2006-2011
INCONTINENCE PRODUCTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Retail Sales of Incontinence Products: Value 2001-2006
Table 31 Retail Sales of Incontinence Products: % Value Growth 2001-2006
Table 32 Retail Sales of Light Vs Moderate/Heavy Retail Incontinence Products 2003-2006
Table 33 Incontinence Products Retail Company Shares 2002-2006
Table 34 Incontinence Products Retail Brand Shares 2003-2006
Table 35 Forecast Retail Sales of Incontinence Products: Value 2006-2011
Table 36 Forecast Retail Sales of Incontinence Products: % Value Growth 2006-2011
WIPES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 37 Retail Sales of Wipes by Subsector: Value 2001-2006
Table 38 Retail Sales of Wipes by Subsector: % Value Growth 2001-2006
Table 39 Wipes Retail Company Shares 2002-2006
Table 40 Wipes Retail Brand Shares 2003-2006
Table 41 Forecast Retail Sales of Wipes by Subsector: Value 2006-2011
Table 42 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2006-2011
COTTON WOOL/BUDS/PADS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 43 Retail Sales of Cotton Wool/Buds: Value 2001-2006
Table 44 Retail Sales of Cotton Wool/Buds: % Value Growth 2001-2006
Table 45 Cotton Wool/Buds Retail Company Shares 2002-2006
Table 46 Cotton Wool/Buds Retail Brand Shares 2003-2006
Table 47 Forecast Retail Sales of Cotton Wool/Buds: Value 2006-2011
Table 48 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2006-2011
TOILET PAPER IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Retail Sales of Toilet Paper: Value 2001-2006
Table 50 Retail Sales of Toilet Paper: % Value Growth 2001-2006
Table 51 Retail Sales of Wet Vs Dry Toilet Paper 2003-2006
Table 52 Toilet Paper Retail Company Shares 2002-2006
Table 53 Toilet Paper Retail Brand Shares 2003-2006
Table 54 Forecast Retail Sales of Toilet Paper: Value 2006-2011
Table 55 Forecast Retail Sales of Toilet Paper: % Value Growth 2006-2011
TISSUES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Retail Sales of Tissues by Subsector: Value 2001-2006
Table 57 Retail Sales of Tissues by Subsector: % Value Growth 2001-2006
Table 58 Tissues Retail Company Shares 2002-2006
Table 59 Tissues Retail Brand Shares 2003-2006
Table 60 Forecast Retail Sales of Tissues by Subsector: Value 2006-2011
Table 61 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2006-2011
KITCHEN TOWELS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Retail Sales of Kitchen Towels: Value 2001-2006
Table 63 Retail Sales of Kitchen Towels: % Value Growth 2001-2006
Table 64 Kitchen Towels Retail Company Shares 2002-2006
Table 65 Kitchen Towels Retail Brand Shares 2003-2006
Table 66 Forecast Retail Sales of Kitchen Towels: Value 2006-2011
Table 67 Forecast Retail Sales of Kitchen Towels: % Value Growth 2006-2011
PAPER TABLEWARE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Retail Sales of Paper Tableware by Subsector: Value 2001-2006
Table 69 Retail Sales of Paper Tableware by Subsector: % Value Growth 2001-2006
Table 70 Paper Tableware Retail Company Shares 2002-2006
Table 71 Paper Tableware Retail Brand Shares 2003-2006
Table 72 Forecast Retail Sales of Paper Tableware by Subsector: Value 2006-2011
Table 73 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2006-2011
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN TURKEY
HEADLINES
TRENDS
PROSPECTS
SECTOR DATA
Table 74 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2001-2006
Table 75 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2001-2006
Table 76 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2001/2006
Table 77 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2006
Table 78 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2006-2011
Table 79 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2006-2011