Cotton Wool/Buds/Pads in Turkey

TRENDS

Cotton wool/buds/pads increase in volume by just 2% in 2014, while current value sales increased by 4%. This relatively low growth was mainly the result of the shift away from cotton wool/buds/pads towards wipes. Wipes are increasingly being used for cosmetic purposes as an alternative to cotton wool/buds/pads. As urbanisation continues to build in Turkey, higher numbers of Turkish people, especially women, are entering the workforce as urban life becomes increasingly hectic. Consequently, many of Turkey’s urban consumers tend to prefer more convenient products and this is having a negatively influence on overall sales of cotton wool/buds/pads.

COMPETITIVE LANDSCAPE

Ipek Idrofil Pamuk Sanayi Ve Ticaret AS, the owner of well-known brand Ipek Pamuk, maintained its leading position in cotton wool/buds/pads in 2014 with a value share of 43%. The second position in the category during 2014 was held by Asya Pamuk Sanayi Urunleri ve Paz Tic Ltd Sti with a value share of 23% through its Lux brand. Each of these companies has been able to take the advantage of strong consumer awareness for its brands and its wide distribution network.

PROSPECTS

It is expected that cotton wool/buds/pads will be negatively affected by the increasing popularity of wipes during the forecast period. Rapid urbanisation is set to lead to higher demand for more convenient products for the removal of make-up and wound care. Consequently, it is expected that cotton wool/buds/pads will decline in value at a CAGR of -3% in constant 2014 terms over the forecast period. Nevertheless, this negative performance is set to be commensurate with the value CAGR of -3% recorded in cotton wool/buds/pads in constant 2014 terms over the review period. This is set to be mainly due to the fact that the average unit price decline expected in the category over the forecast period is set to be less severe than the unit price decline recorded in the category over the review period. Declining production of raw cotton is expected to represent the most significant potential threat to growth in cotton wool/buds/pads sales during the forecast period, leading to increases in the prices charged for the primary raw material used in the manufacture of cotton wool/buds/pads over the forecast period.

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