Executive Summary

Jun 2019
PROSPECTS
Depilatories sees healthy current value growth

Turkish women often prefer to use depilatory services at beauty salons, despite being a more expensive option. However, the growing number of professional women with less time to spend on depilatory care has stimulated sales of home-use systems.

Hair removers/bleaches remains popular

Waxing remains the most preferred method of hair removal, since it is held to offer a smoother finish and require less frequent depilation. The second most commonly used hair remover is wax strips, followed by creams.

Competition from hair removal alternatives

While the Turkish economy is set to improve during the forecast period, consumers remain cautious about spending on non-essential products and services, such as visits to beauty salons. Many will, therefore, continue to opt for the cheaper DIY solutions offered by depilatories.

COMPETITIVE LANDSCAPE
Gillette continues to prosper

Gillette has achieved success in the category through its domination of women’s razors and blades. The company’s products are widely available in chained retailers and do not face any serious competition in terms of razors and blades.

Strong multinational and domestic brand presence

Multinationals operate mainly in more modern categories like women’s razors and blades, while domestic companies accounted for a higher share of value sales in hair removers/bleaches at the end of the review period. For example, the local manufacturer, Kopas Kozmetik Pazarlama, which owns the well-established and trusted Sesu brand, enjoys a price advantage over multinational competitors.

Manufacturers aim to increase frequency of use to grow sales

Manufacturers are expected to employ a number of strategies in order to compete in an increasingly competitive category. For example, they are set to use price promotions and free gift and prize offers to stimulate demand and increase frequency of use.

Want to find out more about this report?
Request more information
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.

Your Recently Viewed Reports

Depilatories in Turkey

Samples (FAQs about samples):

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

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

The Depilatories in Turkey market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • 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 Depilatories in Turkey?
  • What are the major brands in Turkey?
  • What is the most prevalent format in hair removal products?
  • What are the key product development trends in razors and blades?

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 Beauty and Personal Care market research database.

Depilatories in Turkey - Category analysis

HEADLINES

PROSPECTS

Depilatories sees healthy current value growth
Hair removers/bleaches remains popular
Competition from hair removal alternatives

COMPETITIVE LANDSCAPE

Gillette continues to prosper
Strong multinational and domestic brand presence
Manufacturers aim to increase frequency of use to grow sales

CATEGORY DATA

Table 1 Sales of Depilatories by Category: Value 2013-2018
Table 2 Sales of Depilatories by Category: % Value Growth 2013-2018
Table 3 Sales of Women's Razors and Blades by Type: % Value Breakdown 2014-2018
Table 4 NBO Company Shares of Depilatories: % Value 2014-2018
Table 5 LBN Brand Shares of Depilatories: % Value 2015-2018
Table 6 Forecast Sales of Depilatories by Category: Value 2018-2023
Table 7 Forecast Sales of Depilatories by Category: % Value Growth 2018-2023

Beauty and Personal Care in Turkey - Industry Overview

EXECUTIVE SUMMARY

Beauty and personal care continues to grow despite economic and political issues
Millennials are a key driver of beauty and personal care
Multinationals dominate the landscape
New product development drives the industry
Key factors offer growth opportunities

MARKET DATA

Table 8 Sales of Beauty and Personal Care by Category: Value 2013-2018
Table 9 Sales of Beauty and Personal Care by Category: % Value Growth 2013-2018
Table 10 GBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 11 NBO Company Shares of Beauty and Personal Care: % Value 2014-2018
Table 12 LBN Brand Shares of Beauty and Personal Care: % Value 2015-2018
Table 13 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2013-2018
Table 14 Distribution of Beauty and Personal Care by Format: % Value 2013-2018
Table 15 Distribution of Beauty and Personal Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Beauty and Personal Care by Category: Value 2018-2023
Table 17 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources