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Learn moreMar 2019
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Over the review period, AFH tissue and hygiene benefited from substantial infrastructure investment, mainly backed by the government, as they played a key role in an increase in the number of health and business institutions. In addition, AFH tissue was particularly affected by the steady rise in the income levels of consumers, which positively impacted the consumer foodservice market, which is a very important channel for AFH tissue companies.
In the early part of the forecast period, it is expected that Turkey’s economy will continue to perform poorly. Accordingly, the construction sector will shrink and infrastructure investments are expected to be postponed.
Over the review period, the substantial growth in the number of institutions encouraged new players to enter the the AFH tissue category. For example, Viking Kagit ve Seluloz AS entered the category early in the review period.
Eczacibasi Tuketim Urunleri San ve Tic AS continued to lead AFH tissue in 2018, thanks to its particular strength in AFH toilet paper and AFH paper towels, with its AFH specialist Marathon brand and Selpak Professional. The company reinforced its position in the latter part of the review period, as it increased its focus on tourist regions, in particular the Aegean and Mediterranean regions, where the majority of hotels are located.
The number of domestic companies producing adult incontinence rapidly rose from 2014 onwards, following the dynamic growth in volume sales within Turkey and the neighbouring countries. This caused fierce competition not only in the retail and RX/reimbursement channels, but also in the AFH channel, given that both large companies, such as Hayat Kimya Sanayi AS and Eczacibasi Tuketim Urunleri San ve Tic AS, and numerous small and medium enterprises mainly located around the city of Gaziantep, are fighting for share.
Over the forecast period, tough competitive conditions will remain in AFH tissue and hygiene, and domestic companies that mainly offer products at the cheaper end of the price spectrum will benefit from this, given that the majority of health institutions are very likely to prioritise the unit price in their purchasing decisions in an era of economic deterioration.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Away-From-Home Tissue and Hygiene industry in Turkey with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Away-From-Home Tissue and Hygiene industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
The Away-From-Home Tissue and Hygiene in Turkey market research report includes:
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This industry report originates from Passport, our Tissue and Hygiene market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.