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Country Report

Away-From-Home Tissue and Hygiene in

Away-From-Home Tissue and Hygiene in Turkey

Jun 2020

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PRE-COVID-19 PERFORMANCE

Price competition and economic uncertainty hinder growth in 2019 despite improved performance for tourism and consumer foodservice

Although tourism revived in Turkey in 2019, following escalating tensions with Russia earlier in the review period, and consumer foodservice maintained growth in the year, away-from-home tissue and hygiene only recorded current value growth slightly higher than the inflation rate. This was mainly due to fierce price competition, as away-from-home customers tended to spend very cautiously in response to the drastic fall of the exchange value rate of Turkish lira and deterioration in the economy.

Hospitals/healthcare cut back AFH adult incontinence purchases in 2019 and encourage consumers to opt for reimbursement

Hospitals and other healthcare institutions, such as elderly care homes, started to cut back on expenses where possible at the end of the review period, following the dramatic decline in the exchange rate of the Turkish lira. Due to this, away-from-home hygiene saw retail volume decrease in 2019.

Established leaders face growing competition from economy contenders in 2019

Eczacibasi Tuketim continued to lead AFH tissue in 2019, 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.

2020 AND BEYOND

COVID-19 impact

Sales of away-from-home tissue are now expected to decline by 12% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 1% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within away-from-home tissue and hygiene

Away-from-home tissue will see the worst impact in 2020, with double-digit volume decline across all product areas. Products with a more essential positioning will be the most resilient, notably toilet paper, but all products will see sharp decline.

Recovery and opportunities

The impact of COVID-19 is expected to be long-lasting for Turkey’s overall economy, with many businesses struggling to survive. Tourism and consumer foodservice will in particular be impacted, with horeca unlikely to recover swiftly.

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Away From Home Tissue Sample Report Away From Home Tissue Sample Data

Overview

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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.

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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:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Away-From-Home Tissue and Hygiene in Turkey?
What are the major brands in Turkey?
What are the most important channels for away-from-home sales?
What are the different applications for away-from-home wipers?

Why buy this report?

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

This industry report originates from Passport, our Tissue and Hygiene market research database.

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Away-From-Home Tissue and Hygiene in Turkey - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Price competition and economic uncertainty hinder growth in 2019 despite improved performance for tourism and consumer foodservice

Hospitals/healthcare cut back AFH adult incontinence purchases in 2019 and encourage consumers to opt for reimbursement

Established leaders face growing competition from economy contenders in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Table 1 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2014-2019
Table 2 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 3 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2019
Table 4 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2014-2019
Table 5 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2014-2019
Table 6 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2014-2019
Table 7 Sales of Away-From-Home Wipers by Format through Public: % Value 2014-2019
Table 8 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2014-2019
Table 9 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2018
Table 10 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 11 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024

Tissue and Hygiene in Turkey - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Currency depreciation and economic uncertainty hit sales in 2019

Discounters’ private label ranges and economy brands attract price-sensitive consumers via low prices in 2019

Further economic uncertainty likely due to impact of COVID-19 in forecast period

Chart 1 Tissue and Hygiene Value Sales Growth Scenarios: 2017-2024
Chart 2 Tissue and Hygiene Impact of Soft Drivers on Value Sales: 2016-2024

MARKET INDICATORS

Table 12 Birth Rates 2014-2019
Table 13 Infant Population 2014-2019
Table 14 Female Population by Age 2014-2019
Table 15 Total Population by Age 2014-2019
Table 16 Households 2014-2019
Table 17 Forecast Infant Population 2019-2024
Table 18 Forecast Female Population by Age 2019-2024
Table 19 Forecast Total Population by Age 2019-2024
Table 20 Forecast Households 2019-2024

MARKET DATA

Table 21 Retail Sales of Tissue and Hygiene by Category: Value 2014-2019
Table 22 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2014-2019
Table 23 NBO Company Shares of Retail Tissue and Hygiene: % Value 2015-2019
Table 24 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2016-2019
Table 25 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2014-2019
Table 26 Distribution of Retail Tissue and Hygiene by Format: % Value 2014-2019
Table 27 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2019
Table 28 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 29 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024

Megatrends

Country Report

Away-From-Home Tissue and Hygiene in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

PRE-COVID-19 PERFORMANCE

Price competition and economic uncertainty hinder growth in 2019 despite improved performance for tourism and consumer foodservice

Hospitals/healthcare cut back AFH adult incontinence purchases in 2019 and encourage consumers to opt for reimbursement

Established leaders face growing competition from economy contenders in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

Samples

Overview

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Table of Contents

Away-From-Home Tissue and Hygiene in Turkey - Category analysis

HEADLINES

PRE-COVID-19 PERFORMANCE

Price competition and economic uncertainty hinder growth in 2019 despite improved performance for tourism and consumer foodservice

Hospitals/healthcare cut back AFH adult incontinence purchases in 2019 and encourage consumers to opt for reimbursement

Established leaders face growing competition from economy contenders in 2019

2020 AND BEYOND

COVID-19 impact

Affected products within away-from-home tissue and hygiene

Recovery and opportunities

CATEGORY DATA

Tissue and Hygiene in Turkey - Industry Overview

EXECUTIVE SUMMARY

COVID-19 impact on tissue and hygiene

COVID-19 country impact

Currency depreciation and economic uncertainty hit sales in 2019

Discounters’ private label ranges and economy brands attract price-sensitive consumers via low prices in 2019

Further economic uncertainty likely due to impact of COVID-19 in forecast period

MARKET INDICATORS

MARKET DATA

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

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