Volume growth of bleach significantly slowed down in Turkey towards the latter stages of the review period, as the category had entered its mature phase, given the fact that Turkey is one of the countries that registered very high annual bleach consumption globally. In 2018, bleach was one of the categories that were positively affected by the marked depreciation of consumer purchasing power in Turkey, as a respectable proportion of consumers opted for budget-friendly, multitask home care instead of their task-specific counterparts.
Over the forecast period, considering the fact that deterioration in the economy is predicted to remain, bleach will continue to post high levels of annual retail volume sales in Turkey. However, prospective annual per capita volume consumption is predicted to be flat, with very slight positive growth, over the entire forecast period, mainly due to the expected strong competition of affordable multipurpose cleaners.
With constant 2018 prices are taken into consideration, bleach posted very healthy constant value growth over the entire review period, as an inevitable consequence of the increasing use of bleach with denser formula, which naturally has higher unit price. Over the forecast period, bleach with denser formula is expected to continue being the primary bleach type along with seeing an increase in its volume share within the total retail sales.
Thanks to the fact that the company has consistently invested in raising the brand awareness of Domestos and consequently has positioned it as the primary household hygiene brand in the eye of the majority of the target group, Unilever maintained its undoubted leadership in terms of value sales within bleach in 2018. Along with its successful marketing communication strategy, which persistently emphasises the term “hygiene”, the company also benefited from its exceptionally wide distribution network and strong availability of its products at the end of the review period.
Private label sales have gained significant momentum in Turkey, following modernisation in the retailing landscape, which was mainly pioneered by the swift widespread of discounter chains across the country. This trend continued towards the end of the review period, as two major discounter chains, namely A101 and BIM, exceeded their outlet network of more than 6,000 stores each.
In the forecast period, private label is set to maintain its upward trend within bleach in terms of value sales, and particularly BIM’s Güldal and A101’s Cicegim are expected become top-tier players, given that the Turkish economy is set to continue stagnating.
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This industry report originates from Passport, our Home Care market research database.