Executive Summary

Feb 2019
PROSPECTS
Volume sales of bleach rise despite the category’s maturity in Turkey

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.

Per capita consumption will remain flat, though volume sales will be positive despite the category’s maturity in Turkey

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.

Economic hardship is predicted to hamper value growth over the forecast period

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.

COMPETITIVE LANDSCAPE
Unilever San ve Tic Türk maintains its leadership in bleach

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 momentum boosted by lower consumer purchasing power

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.

Stagnant economy expected to keep positively impacting private label sales in the forecast period

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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Bleach in Turkey

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach 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 Bleach industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bleach 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 Bleach in Turkey?
  • What are the major brands in Turkey?
  • How did bleach sales perform during the economic downturn?
  • What are the major applications of bleach in Turkey?

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 Home Care market research database.

Bleach in Turkey - Category analysis

HEADLINES

PROSPECTS

Volume sales of bleach rise despite the category’s maturity in Turkey
Per capita consumption will remain flat, though volume sales will be positive despite the category’s maturity in Turkey
Economic hardship is predicted to hamper value growth over the forecast period

COMPETITIVE LANDSCAPE

Unilever San ve Tic Türk maintains its leadership in bleach
Private label momentum boosted by lower consumer purchasing power
Stagnant economy expected to keep positively impacting private label sales in the forecast period

CATEGORY DATA

Table 1 Sales of Bleach: Value 2013-2018
Table 2 Sales of Bleach: % Value Growth 2013-2018
Table 3 NBO Company Shares of Bleach: % Value 2014-2018
Table 4 LBN Brand Shares of Bleach: % Value 2015-2018
Table 5 Forecast Sales of Bleach: Value 2018-2023
Table 6 Forecast Sales of Bleach: % Value Growth 2018-2023

Home Care in Turkey - Industry Overview

EXECUTIVE SUMMARY

Home care records double-digit value growth, mainly due to the sharp hike in prices
Constant value sales remain healthy despite stagnation in consumer purchasing power
International companies lead home care
Companies continue to increase their focus on emerging categories in their new product development activities
Home care is set to register positive volume and value growth over the forecast period

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 13 Distribution of Home Care by Format: % Value 2013-2018
Table 14 Distribution of Home Care by Format and Category: % Value 2018
Table 15 Forecast Sales of Home Care by Category: Value 2018-2023
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources