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Country Report

Away-From-Home Tissue and Hygiene in

Away-From-Home Tissue and Hygiene in Turkey

18 pages, Apr 2018

US$990

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Executive Summary

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

PROSPECTS

Growth in medical institutions and horeca will drive volume growth

Horeca registered very sharp growth, as the number of outlets experienced a remarkable increase over the review period, thanks to rapid urbanisation and gradual growth in consumers’ purchasing power. Meanwhile, the number of medical institutions also demonstrated steady growth, along with significant investment by the government, particularly from 2009 onwards, following the early stages of recovery after the 2009 financial crisis.

Price competition is set to become stronger

Similar to the early review period, the average unit price of AFH tissue and hygiene products continued to demonstrate a declining trend at constant 2017 prices at the end of the review period, as a consequence of the fierce price competition amongst players. Within AFH tissue and hygiene, the price competition mainly stemmed from the fact that Hayat Kimya, a leading player in AFH tissue with its Focus brand, expanded its production capacity, and this brought a pricing advantage to the company, along with the ongoing strength of local producers, which mainly provide economy products to the horeca channel.

COMPETITIVE LANDSCAPE

Ipek Kagit leads AFH tissue

Ipek Kagit continued to enjoy first-mover advantage and led AFH tissue and hygiene at the end of the review period, thanks to its nationwide distribution network. The company also benefited from increasing its focus on tourist regions of Turkey, where most hotels are located.

Hayat Kimya increases its presence in AFH adult incontinence

Hayat Kimya managed to gain significant value share over the review period, particularly within AFH tissue, largely due to offering tissue products to the horeca channel at very competitive prices through its AFH-specific brand Focus. In 2014, the company launched its very first adult incontinence products under its Joly and Evony brands, and swiftly increased its presence in both retail and AFH adult incontinence.

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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

PROSPECTS

Growth in medical institutions and horeca will drive volume growth

Price competition is set to become stronger

COMPETITIVE LANDSCAPE

Ipek Kagit leads AFH tissue

Hayat Kimya increases its presence in AFH adult incontinence

CATEGORY DATA

Table 1 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2012-2017
Table 2 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 3 Sales of Away-From-Home Paper Towels by Type: % Value 2015-2017
Table 4 Sales of Away-From-Home Wipers by Format through Business/Industry: % Value 2016-2017
Table 5 Sales of Away-From-Home Wipers by Format through Horeca: % Value 2016-2017
Table 6 Sales of Away-From-Home Wipers by Format through Hospitals/Healthcare: % Value 2016-2017
Table 7 Sales of Away-From-Home Wipers by Format through Public: % Value 2016-2017
Table 8 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2012-2017
Table 9 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2017
Table 10 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2017-2022
Table 11 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2017-2022

Tissue and Hygiene in Turkey - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene records value growth, largely thanks to increasing prices

Volume growth is mainly driven by urbanisation and the increasing population

The growth trend continues in private label in 2017

Internet retailing becomes significant in tissue and hygiene

Volume growth is expected to continue in the forecast period

MARKET INDICATORS

Table 12 Birth Rates 2012-2017
Table 13 Infant Population 2012-2017
Table 14 Female Population by Age 2012-2017
Table 15 Total Population by Age 2012-2017
Table 16 Households 2012-2017
Table 17 Forecast Infant Population 2017-2022
Table 18 Forecast Female Population by Age 2017-2022
Table 19 Forecast Total Population by Age 2017-2022
Table 20 Forecast Households 2017-2022

MARKET DATA

Table 21 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 22 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 23 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 24 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 25 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 26 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 27 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 28 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 29 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Away-From-Home Tissue and Hygiene in Turkey

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Executive Summary

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PROSPECTS

Growth in medical institutions and horeca will drive volume growth

Price competition is set to become stronger

COMPETITIVE LANDSCAPE

Ipek Kagit leads AFH tissue

Hayat Kimya increases its presence in AFH adult incontinence

Samples

Overview

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Table of Contents

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

HEADLINES

PROSPECTS

Growth in medical institutions and horeca will drive volume growth

Price competition is set to become stronger

COMPETITIVE LANDSCAPE

Ipek Kagit leads AFH tissue

Hayat Kimya increases its presence in AFH adult incontinence

CATEGORY DATA

Tissue and Hygiene in Turkey - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene records value growth, largely thanks to increasing prices

Volume growth is mainly driven by urbanisation and the increasing population

The growth trend continues in private label in 2017

Internet retailing becomes significant in tissue and hygiene

Volume growth is expected to continue in the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

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