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Home Care in Turkey

February 2021
USD 2,650
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Overview:

Understand the latest market trends and future growth opportunities for the Home Care industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Air Care
  • Bleach
  • Dishwashing
  • Home Insecticides
  • Laundry Care
  • Polishes
  • Surface Care
  • Toilet Care

If you're in the Home Care industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Home Care in Turkey report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Home Care in Turkey?
  • Which are the leading brands in Home Care in Turkey?
  • How are products distributed in Home Care in Turkey?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
  • How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Home Care products?
  • Where is future growth expected to be most dynamic?
  • How important will sustainability and recycling be in generating future growth?

Home Care in Turkey

EXECUTIVE SUMMARY

COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
Chart 1 Home Care Value Sales Growth Scenarios: 2018-2025 Chart 2 Home Care Impact of Drivers on Value Sales: 2018-2025

MARKET INDICATORS

Table 1 Households 2015-2020

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2015-2020 Table 3 Sales of Home Care by Category: % Value Growth 2015-2020 Table 4 NBO Company Shares of Home Care: % Value 2016-2020 Table 5 LBN Brand Shares of Home Care: % Value 2017-2020 Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020 Table 7 Distribution of Home Care by Format: % Value 2015-2020 Table 8 Distribution of Home Care by Format and Category: % Value 2020 Table 9 Forecast Sales of Home Care by Category: Value 2020-2025 Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025

GLOBAL MACROECONOMIC ENVIRONMENT

GLOBAL INDUSTRY ENVIRONMENT

DISCLAIMER

SOURCES

Summary 1 Research Sources

Laundry Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Hygienic concerns brought on by COVID-19 have the most significant impact on laundry care and boost higher demand for powder detergents in 2020
Availability in bulk and overall lower prices also prompt greater demand for powder detergents, benefiting both leading players and private label in 2020
Sales of spot and stain removers and other specialised products decline as lower disposable income forces consumers to restrict their purchases to essentials in 2020

RECOVERY AND OPPORTUNITIES

As home care market recovers to pre-pandemic conditions, growth of energy-saving liquid detergents is expected to surpass that of powder formats once again
Demand for extra hygiene is set to only increase, with companies expected to develop new products to meet this demand
Private label volume share is expected to rise with growing number of discounters and appearance of liquid detergents in that channel over the forecast period

CATEGORY INDICATORS

Table 11 Household Possession of Washing Machines 2015-2020

CATEGORY DATA

Table 12 Sales of Laundry Care by Category: Value 2015-2020 Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020 Table 14 Sales of Laundry Aids by Category: Value 2015-2020 Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020 Table 16 Sales of Laundry Detergents by Category: Value 2015-2020 Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020 Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020 Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020 Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020 Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020 Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020 Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020 Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025 Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025

Dishwashing in Turkey

KEY DATA FINDINGS

2020 IMPACT

Volume growth of dishwashing gets a boost in 2020 as children and many working adults stay, eat and wash more dishes at home due to the COVID-19 pandemic
Hand dishwashing sees volume growth in 2020 despite encouragement to save water by foregoing rinsing dishes before putting them into the dishwasher
Consumers continue to shift away from automatic dishwashing powders towards highly concentrated and increasingly affordable dishwashing tablets in 2020

RECOVERY AND OPPORTUNITIES

Driven by automatic dishwashing tablets, dishwashing overall is set to see a slightly higher volume CAGR in 2021 and beyond than it enjoyed over the review period
New launches are expected to be similar to what Henkel and Procter & Gamble introduced in 2020 – that is, focused on greater hygiene and on natural ingredients
While leading hand dishwashing brands are set to remain the most popular, private label offering more value for money is likely to gain more traction in this arena

CATEGORY INDICATORS

Table 26 Household Possession of Dishwashers 2015-2020

CATEGORY DATA

Table 27 Sales of Dishwashing by Category: Value 2015-2020 Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020 Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020 Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020 Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025 Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025

Surface Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Surface care sees high volume growth in 2020, benefitting from greater concern for hygiene and higher use at home during and after the COVID-19 lockdown
Multi-purpose cleaners remain the most demanded, but specialised products like bathroom, kitchen and oven cleaners also see strong volume growth in 2020
E-commerce and discounters gain significant value growth, with the latter benefitting from greater accessibility, lower prices and wider offer of branded products in 2020

RECOVERY AND OPPORTUNITIES

Higher interest in hygiene resulting from the pandemic is set to sustain steady demand for specialised surface care products, boosting overall volume growth
Multinational companies are set to maintain their higher shares, but will face price pressure from private label and competition from local companies offering Arab Soap
Companies will focus on launching products that promise to provide additional hygiene and on natural, environmentally friendly products over the forecast period

CATEGORY DATA

Table 33 Sales of Surface Care by Category: Value 2015-2020 Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020 Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020 Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020 Table 37 NBO Company Shares of Surface Care: % Value 2016-2020 Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020 Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020 Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020 Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025 Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025

Bleach in Turkey

KEY DATA FINDINGS

2020 IMPACT

Bleach sales soar with the onset of COVID-19 in 2020, but per capita consumption is already high in Turkey, and market maturity limits its ability to see higher growth
With its disinfectant properties bleach remains an essential product for ensuring higher hygiene, and volume growth surges with the onset of COVID-19 in 2020
Consumers show interest in bleaches without chlorine as players introduce products designed to overcome disadvantages of strong scents and chemical content

RECOVERY AND OPPORTUNITIES

Market maturity is expected to limit growth potential for bleach over the forecast period, although the category will still benefit from higher hygiene consciousness
Domestos is set to maintain its strong leading position in Turkey, but private label offered through widespread discounters will become increasingly competitive
New product development is set to focus on products can claim to be more environmentally friendly and on packaging that is more user friendly

CATEGORY DATA

Table 43 Sales of Bleach: Value 2015-2020 Table 44 Sales of Bleach: % Value Growth 2015-2020 Table 45 NBO Company Shares of Bleach: % Value 2016-2020 Table 46 LBN Brand Shares of Bleach: % Value 2017-2020 Table 47 Forecast Sales of Bleach: Value 2020-2025 Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025

Toilet Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

More frequent use of toilets during COVID-19 lockdown contributes to greater demand for toilet care, especially for ITBs in 2020
Toilet liquids/foam takes a back seat to bleach and scouring agents with the onset of COVID-19 and greater hygiene concerns, but ITBs benefit from home stays in 2020
Multinational brands continue to be favoured for their better quality in 2020, but new local players with budget prices also gain traction over the year

RECOVERY AND OPPORTUNITIES

Post-COVID growth of toilet care is set to be slower in 2021 and beyond, with ITBs continuing to experience a higher share of volume sales over the forecast period
New product developments that incorporate bleach are expected to give toilet care an added boost over the forecast period
Value-added toilet care products similar to Bref DeLuxe with its evocative scents are expected to continue appealing to middle- and high-income Turkish consumers

CATEGORY DATA

Table 49 Sales of Toilet Care by Category: Value 2015-2020 Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020 Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020 Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020 Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025 Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025

Polishes in Turkey

KEY DATA FINDINGS

2020 IMPACT

Volume sales of polishes decline by double digits, as lockdowns and social distancing practices further reduce the demand for these products in 2020
COVID-19 exacerbates declining demand for polishes, as consumers continue to perceive these products as luxuries and stuck to what seemed essential in 2020
As discounters have little incentive to carry products with declining popularity, polishes continues to have little private label presence in Turkey

RECOVERY AND OPPORTUNITIES

Shoe polish is expected to be the only polishes category to enjoy positive volume growth over the forecast period, as demand for polishes overall continues to dwindle
Sales of floor, furniture and metal polishes are set to further decline in view of a weakening economy and a general perception that they are not essential products
Cigir expected to maintain its lead in polishes on the strength of its position in shoe polish, whereas Johnson Wax will likely keep gaining ground in smaller categories

CATEGORY DATA

Table 55 Sales of Polishes by Category: Value 2015-2020 Table 56 Sales of Polishes by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Polishes: % Value 2016-2020 Table 58 LBN Brand Shares of Polishes: % Value 2017-2020 Table 59 Forecast Sales of Polishes by Category: Value 2020-2025 Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025

Air Care in Turkey

KEY DATA FINDINGS

2020 IMPACT

Declining trend seen in air care in recent years intensifies as these products are considered luxuries and COVID-19 exacerbates the need for economising in 2020
Increased health and environmental awareness and concerns is another factor hindering higher volume growth for air care products in 2020
Facing stiffer competition from private label players like BIM, Procter & Gamble is among the branded players to successfully launch a more sophisticated product

RECOVERY AND OPPORTUNITIES

As negative impacts related to COVID-19 diminish and economy improves, air care is set to see positive, albeit single-digit volume CAGRs over the forecast period
New product developments set to be characterised by a reduction in chemical content and more variation in scents
With outlet expansion and pricing advantages private label is expected to increase its retail value share over the forecast period

CATEGORY DATA

Table 61 Sales of Air Care by Category: Value 2015-2020 Table 62 Sales of Air Care by Category: % Value Growth 2015-2020 Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020 Table 64 NBO Company Shares of Air Care: % Value 2016-2020 Table 65 LBN Brand Shares of Air Care: % Value 2017-2020 Table 66 Forecast Sales of Air Care by Category: Value 2020-2025 Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025

Home Insecticides in Turkey

KEY DATA FINDINGS

2020 IMPACT

Rising insect population in summer, while people are spending vacation time at home or in rentals due to COVID-19, boosts demand for home insecticides in 2020
Reluctance to use spray/aerosols causes a shift towards electric insecticides in 2020, but the former format remains popular, and continues to gain share from baits
Johnson Wax and domestic player Eczacibasi Ilac both strengthen their leading value share in home insecticides in 2020

RECOVERY AND OPPORTUNITIES

Volume growth is set be lower as higher demand for home insecticides related to COVID-19 behavioural changes in the summer diminishes from 2021 onwards
Electric insecticides is expected to demonstrate the highest growth, but demand for spray/aerosol formats is also expected to steadily grow
While private label home insecticides are yet unavailable, they are expected to pose a significant challenge to leading players once they are launched

CATEGORY DATA

Table 68 Sales of Home Insecticides by Category: Value 2015-2020 Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020 Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020 Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020 Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020 Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025 Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025
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This report originates from Passport, our Home Care research and analysis database.

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