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Dishwashing in
Turkey

Country Report

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Executive Summary

Feb 2019
PROSPECTS
Volume sales of dishwashing decline in 2018 for first time in more than 10 years

Dishwashing registered negative volume growth in 2018, after steady annual growth for more than a decade, as a consequence of the dramatic deterioration in the Turkish economy, as well as to skyrocketed retail unit prices. Along with the fact that consumers were very cautious about purchasing every sort of fast-moving consumer goods, including dishwashing, they also started consciously using only as much product as they perceive necessary.

Volume sales of dishwashing are set to rebound early in the forecast period

Dishwashing is set to post a rebound and demonstrate an upward trend in both volume and value terms starting early in the forecast period. This will be mainly owing to the prospective increase in volume sales of dishwashers, which is pointed out by the relatively lower household penetration rate of dishwashers in Turkey, compared to the rest of Western Europe.

Hand dishwashing will continue to grow thanks to strong consumer habits

Despite healthy volume and value growth that automatic dishwashing demonstrated, hand dishwashing did not diminish in Turkey. In contrast, the category protected its annual volume sales base over the review period.

COMPETITIVE LANDSCAPE
Reckitt Benckiser leads the category thanks to its dominance in automatic dishwashing

Reckitt Benckiser has enjoyed the advantage of pioneering the transition from powder to tablet format in automatic dishwashing, which has led the company to lead the category, and it continued to hold the highest value share in dishwashing in 2018. Following the swift transition within automatic dishwashing, other international players, such as Henkel and Procter & Gamble, also entered the category along with their new product developments, which brought ensured that the category was dominated by international players over the review period.

Affordable dishwashing products are gaining ground

Whilst the majority of dishwashing in Turkey was generated by highly recognised international brands, private label gradually gained ground over the review period, parallel with the outlet expansion of popular discounter chains, particularly BIM and A101. As of 2018, private label, mainly BIM and A101’s private label lines, gained remarkable value share, as a respectable proportion of consumers opted for more affordable options due to the marked decline in their purchasing power.

Branded dishwashing products will be much more visible in emerging retailing concepts

As a responsive strategy against the rise of economy products within dishwashing, category players that offer branded dishwashing started to seek alternative ways to protect their value shares towards the end of the review period. For instance, Procter & Gamble opted to launch Fairy’s automatic dishwashing tablets in BIM, whilst all international brands, namely Finish, Fairy and Pril were available in the country’s most widespread discounter chain A101 on a frequent basis, relying on the healthy growth of such retailing concepts in Turkey.

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Dishwashing in Turkey

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Overview

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

The Dishwashing 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 Dishwashing in Turkey?
  • What are the major brands in Turkey?
  • What is the dishwasher penetration rate in Turkey?
  • What are the key new product launches in the dishwashing products market?

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.

Dishwashing in Turkey - Category analysis

HEADLINES

PROSPECTS

Volume sales of dishwashing decline in 2018 for first time in more than 10 years
Volume sales of dishwashing are set to rebound early in the forecast period
Hand dishwashing will continue to grow thanks to strong consumer habits

COMPETITIVE LANDSCAPE

Reckitt Benckiser leads the category thanks to its dominance in automatic dishwashing
Affordable dishwashing products are gaining ground
Branded dishwashing products will be much more visible in emerging retailing concepts

CATEGORY INDICATORS

Table 1 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 2 Sales of Dishwashing by Category: Value 2013-2018
Table 3 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 5 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 6 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 7 Forecast Sales of Dishwashing by Category: % 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 8 Households 2013-2018

MARKET DATA

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

SOURCES

Summary 1 Research Sources