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: 98 | Publication date: Jun 2009
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- Get insight into trends in market performance
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- 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 Registers Double-digit Value Growth in 2008
In 2008, disposable paper products recorded higher current value growth than the review period CAGR. On the other hand, in retail volume terms, growth in 2008 was slower than the review period CAGR. The global economic crisis affected the industry as a whole, which slowed retail volume growth in 2008 compared to the earlier years of the review period. However, higher unit prices, due largely to rising raw material costs, meant overall current value growth was higher in 2008 and outperformed volume growth rates. Nappies/diapers/pants was the largest and most dynamic category in 2008. This was due to the high birth rate in the country as well as a rise in nappy penetration. An increasing number of new products also played an important role in the growth of the nappies/diapers/pants.
Increased Product Awareness and Rising Urbanisation Stimulate Sales
The most important factors that stimulated the sales in 2008 were the urbanisation trend, providing people with better access to packaged branded products and higher income, and the increased awareness of products and their availability. Increased product awareness meant that products such as pantyliners and incontinence products were in greater demand. New product developments and new company entries, such as Lila Kagit AS in toilet paper, tissues, kitchen towels and napkins in 2008, also fuelled sales growth.
Procter & Gamble Leads Disposable Paper Products in 2008
In 2008, Procter & Gamble Tuketim Mallari Sanayi Ltd Skt was the leading player in 2008 due to its strong position in the sanitary protection and nappies/diapers/pants. The share of private label increased overall, as lower-middle-income consumers switched to unbranded products due to the global economic crisis in 2008.
Supermarkets/Hypermarkets Consolidates Its Leading Position in 2008
The share of supermarkets/hypermarkets and discounters increased over the review period, at the expense of chemists/pharmacies (health and beauty retailers) and independent small grocers (bakkals). This was due to the increasing number of super/hypermarkets in the country, making this distribution format more accessible to consumers even in rural areas. Another reason for the increasing role of supermarkets/hypermarkets was the greater availability of private label products.
Good Sales Growth Expected Over the Forecast Period
Over the forecast period, the main growth factors are expected to be the increased awareness of personal hygiene and the demand for convenience and practicality. Also, the high birth rate and the increasing number of working women will fuel sales growth in nappies/diapers/pants and sanitary protection.
Together with the urbanisation trend, the increased number of households and rising disposable income will lead to an upsurge in demand for disposable paper products which offer convenience and practicality. The competition between multinationals and local companies is predicted to intensify, with new products and companies entering the industry. In the short term, the local company Ataman Ilaç ve Kozmetik San Tic Ltd Sti is planning to enter nappies/diapers/pants.
Table of contents
DISPOSABLE PAPER PRODUCTS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Disposable Paper Products Registers Double-digit Value Growth in 2008
Increased Product Awareness and Rising Urbanisation Stimulate Sales
Procter & Gamble Leads Disposable Paper Products in 2008
Supermarkets/Hypermarkets Consolidates Its Leading Position in 2008
Good Sales Growth Expected Over the Forecast Period
KEY TRENDS AND DEVELOPMENTS
Economic Growth and Lower Inflation Stimulate Sales Growth
Fierce Competition Between Local and Multinational Companies
Rapid Urbanisation and More Households Drive Sales
Companies Increase Advertising Budgets
Retail Environment Experiences Rapid Development
MARKET INDICATORS
Table 1 Birth Rates 2003-2008
Table 2 Infant Population 2003-2008
Table 3 Female Population by Age 2003-2008
Table 4 Total Population by Age 2003-2008
Table 5 Households 2003-2008
Table 6 Forecast Infant Population 2008-2013
Table 7 Forecast Female Population by Age 2008-2013
Table 8 Forecast Total Population by Age 2008-2013
Table 9 Forecast Households 2008-2013
MARKET DATA
Table 10 Retail Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 11 Retail Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 12 Retail Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 13 Retail Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2008
Table 14 Penetration of Private Label by Sector 2003-2008
Table 15 Forecast Retail Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 16 Forecast Retail Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
ATAMAN ILAç VE KOZMETIK SAN TIC LTD STI - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ataman Ilaç ve Kozmetik San Tic Ltd Sti: Key Facts
Summary 3 Ataman Ilaç ve Kozmetik San Tic Ltd Sti: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Ataman Ilaç ve Kozmetik San Tic Ltd Sti: Competitive Position 2008
HAYAT KIMYA SANAYI AS - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hayat Kimya Sanayi AS: Key Facts
Summary 6 Hayat Kimya Sanayi AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Hayat Kimya Sanayi AS: Competitive Position 2008
IPEK KAGIT SANAYI VE TICARET AS - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Ipek Kagit Sanayi ve Ticaret AS: Key Facts
Summary 9 Ipek Kagit Sanayi ve Ticaret AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 10 Ipek Kagit Sanayi ve Ticaret AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Ipek Kagit Sanayi ve Ticaret AS: Competitive Position 2008
TOPRAK KAGIT AS - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Toprak Kagit AS: Key Facts
Summary 13 Toprak Kagit AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 14 Toprak Kagit AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 15 Toprak Kagit AS: Competitive Position 2008
VIKING KAGIT VE SELULOZ AS - DISPOSABLE PAPER PRODUCTS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Viking Kagit Ve Seluloz AS: Key Facts
Summary 17 Viking Kagit Ve Seluloz AS: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 18 Viking Kagit Ve Seluloz AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 Viking Kagit Ve Seluloz AS: Competitive Position 2008
SANITARY PROTECTION IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 17 Retail Sales of Sanitary Protection by Subsector: Value 2003-2008
Table 18 Retail Sales of Sanitary Protection by Subsector: % Value Growth 2003-2008
Table 19 Retail Sales of Tampons by Application Format: % Value Analysis 2003-2008
Table 20 Sanitary Protection Retail Company Shares 2004-2008
Table 21 Sanitary Protection Retail Brand Shares 2005-2008
Table 22 Forecast Retail Sales of Sanitary Protection by Subsector: Value 2008-2013
Table 23 Forecast Retail Sales of Sanitary Protection by Subsector: % Value Growth 2008-2013
NAPPIES/DIAPERS/PANTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 24 Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2003-2008
Table 25 Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2003-2008
Table 26 Nappies/Diapers/Pants Retail Company Shares 2004-2008
Table 27 Nappies/Diapers/Pants Retail Brand Shares 2005-2008
Table 28 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: Value 2008-2013
Table 29 Forecast Retail Sales of Nappies/Diapers/Pants by Subsector: % Value Growth 2008-2013
INCONTINENCE PRODUCTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 30 Retail Sales of Incontinence Products by Subsector: Value 2003-2008
Table 31 Retail Sales of Incontinence Products by Subsector: % Value Growth 2003-2008
Table 32 Incontinence Products Retail Company Shares 2004-2008
Table 33 Incontinence Products Retail Brand Shares 2005-2008
Table 34 Forecast Retail Sales of Incontinence Products by Subsector: Value 2008-2013
Table 35 Forecast Retail Sales of Incontinence Products by Subsector: % Value Growth 2008-2013
WIPES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 36 Retail Sales of Wipes by Subsector: Value 2003-2008
Table 37 Retail Sales of Wipes by Subsector: % Value Growth 2003-2008
Table 38 Wipes Retail Company Shares 2004-2008
Table 39 Wipes Retail Brand Shares 2005-2008
Table 40 Forecast Retail Sales of Wipes by Subsector: Value 2008-2013
Table 41 Forecast Retail Sales of Wipes by Subsector: % Value Growth 2008-2013
COTTON WOOL/BUDS/PADS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 Retail Sales of Cotton Wool/Buds: Value 2003-2008
Table 43 Retail Sales of Cotton Wool/Buds: % Value Growth 2003-2008
Table 44 Retail Sales of Cotton Wool/Buds by Type: % Value Breakdown 2006-2008
Table 45 Cotton Wool/Buds Retail Company Shares 2004-2008
Table 46 Cotton Wool/Buds Retail Brand Shares 2005-2008
Table 47 Forecast Retail Sales of Cotton Wool/Buds: Value 2008-2013
Table 48 Forecast Retail Sales of Cotton Wool/Buds: % Value Growth 2008-2013
TOILET PAPER IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 49 Retail Sales of Toilet Paper by Subsector: Value 2003-2008
Table 50 Retail Sales of Toilet Paper by Subsector: % Value Growth 2003-2008
Table 51 Retail Sales of Wet Vs Dry Toilet Paper 2003-2008
Table 52 Toilet Paper Retail Company Shares 2004-2008
Table 53 Toilet Paper Retail Brand Shares 2005-2008
Table 54 Forecast Retail Sales of Toilet Paper by Subsector: Value 2008-2013
Table 55 Forecast Retail Sales of Toilet Paper by Subsector: % Value Growth 2008-2013
TISSUES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 56 Retail Sales of Tissues by Subsector: Value 2003-2008
Table 57 Retail Sales of Tissues by Subsector: % Value Growth 2003-2008
Table 58 Tissues Retail Company Shares 2004-2008
Table 59 Tissues Retail Brand Shares 2005-2008
Table 60 Forecast Retail Sales of Tissues by Subsector: Value 2008-2013
Table 61 Forecast Retail Sales of Tissues by Subsector: % Value Growth 2008-2013
KITCHEN TOWELS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 62 Retail Sales of Kitchen Towels: Value 2003-2008
Table 63 Retail Sales of Kitchen Towels: % Value Growth 2003-2008
Table 64 Kitchen Towels Retail Company Shares 2004-2008
Table 65 Kitchen Towels Retail Brand Shares 2005-2008
Table 66 Forecast Retail Sales of Kitchen Towels: Value 2008-2013
Table 67 Forecast Retail Sales of Kitchen Towels: % Value Growth 2008-2013
PAPER TABLEWARE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 68 Retail Sales of Paper Tableware by Subsector: Value 2003-2008
Table 69 Retail Sales of Paper Tableware by Subsector: % Value Growth 2003-2008
Table 70 Paper Tableware Retail Company Shares 2004-2008
Table 71 Paper Tableware Retail Brand Shares 2005-2008
Table 72 Forecast Retail Sales of Paper Tableware by Subsector: Value 2008-2013
Table 73 Forecast Retail Sales of Paper Tableware by Subsector: % Value Growth 2008-2013
AWAY-FROM-HOME DISPOSABLE PAPER PRODUCTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 74 Away-From-Home Sales of Disposable Paper Products by Sector: Value 2003-2008
Table 75 Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2003-2008
Table 76 Away-From-Home Sales of Disposable Paper Products by Distribution Format: % Analysis 2003-2008
Table 77 Away-From-Home Sales of Disposable Paper Products by Sector and Distribution Format: % Analysis 2007
Table 78 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: Value 2008-2013
Table 79 Forecast Away-From-Home Sales of Disposable Paper Products by Sector: % Value Growth 2008-2013