Executive Summary

Feb 2019
Home care records double-digit value growth, mainly due to the sharp hike in prices

Home care continued to record dynamic current value growth at the end of the review period. However, this is largely because of the skyrocketing price tags, which occurred following the dramatic depreciation of Turkish lira against the US dollar in August 2018.

Constant value sales remain healthy despite stagnation in consumer purchasing power

Although volume sales of home care saw a notable slowdown in 2018, constant value sales were marginally affected by the drastic reduction in consumer purchasing power, mainly because of the increasing presence of new product developments with denser formulas and home care with higher unit prices. In other words, steady growth in volume sales of bleach with a denser formula, concentrated liquid fabric softeners and liquid detergents, which are the product types that top-tier players invested in heavily over the review period, contributed significantly to the value sales at the end of the review period.

International companies lead home care

Mainly thanks to having wide distribution networks and strong marketing communication and advertising budgets, international companies, namely Unilever San ve Tic Türk (Unilever Group), Türk Henkel Kimya (Henkel AG & Co), EIS Procter Gamble Saglik Urunleri (The Procter & Gamble Co) and Reckitt Benckiser Temizlik Malzemesi (Reckitt Benckiser Group), continued to dominate home care at the end of the review period. Along with their advantage of distribution networks and budgets to allocate towards marketing and advertising, the fact that they successfully built strong brand awareness for their generic brands over the decades thanks to being the first movers in home care was another important factor underlying their dominance in terms of value sales.

Companies continue to increase their focus on emerging categories in their new product development activities

In 2018, domestic companies were very active in terms of new product development activities, unlike in previous years. To give an example, Hayat Kimya Sanayi launched multipurpose non-chlorine bleach, relying on the increasing health-consciousness trend, whilst a number of task-specific home care products, such as descalers specifically designed to remove the lime scale in small appliances, and a line of hand dishwashing, multipurpose, bathroom, kitchen and toilet cleaners with vegan certificates were introduced to the marketplace by Levent Kimya and Viking Temizlik ve Kozmetik Urunleri, respectively at the end of the review period.

Home care is set to register positive volume and value growth over the forecast period

Volume growth in home care is predicted to reaccelerate, starting early in the forecast period onwards despite the fact that tough economic conditions will remain in the country. This will be mainly thanks to the ongoing urbanisation and modernisation trend in the retailing landscape, which is bringing about a gradual increase in the population’s easy access to fast-moving consumer goods including home care.

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Home Care in Turkey

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Turkey for free:

The Home Care 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 Home Care in Turkey?
  • What are the major brands in Turkey?
  • What is the importance of the trend towards environmentally friendly products in home care?
  • What are the main growth drivers of the home care market 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.

Home Care in Turkey

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 1 Households 2013-2018

MARKET DATA

Table 2 Sales of Home Care by Category: Value 2013-2018
Table 3 Sales of Home Care by Category: % Value Growth 2013-2018
Table 4 NBO Company Shares of Home Care: % Value 2014-2018
Table 5 LBN Brand Shares of Home Care: % Value 2015-2018
Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 7 Distribution of Home Care by Format: % Value 2013-2018
Table 8 Distribution of Home Care by Format and Category: % Value 2018
Table 9 Forecast Sales of Home Care by Category: Value 2018-2023
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Air Care in Turkey

HEADLINES

PROSPECTS

Fierce price competition will cause a downward trend in value sales at constant 2018 prices
Volume sales expected to rebound but not sufficiently to significantly improve value sales
Increasing health concerns about air care will continue to hinder volume sales over the forecast period

COMPETITIVE LANDSCAPE

International brands maintain their domination in air care
Private label gains value share in tandem with expansion of discounter chains
Popularity of private label expected to become increasingly popular but not sufficiently to significantly thwart power of international players

CATEGORY DATA

Table 11 Sales of Air Care by Category: Value 2013-2018
Table 12 Sales of Air Care by Category: % Value Growth 2013-2018
Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 14 NBO Company Shares of Air Care: % Value 2014-2018
Table 15 LBN Brand Shares of Air Care: % Value 2015-2018
Table 16 Forecast Sales of Air Care by Category: Value 2018-2023
Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Bleach in Turkey

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 18 Sales of Bleach: Value 2013-2018
Table 19 Sales of Bleach: % Value Growth 2013-2018
Table 20 NBO Company Shares of Bleach: % Value 2014-2018
Table 21 LBN Brand Shares of Bleach: % Value 2015-2018
Table 22 Forecast Sales of Bleach: Value 2018-2023
Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Dishwashing in Turkey

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 24 Household Possession of Dishwashers 2013-2018

CATEGORY DATA

Table 25 Sales of Dishwashing by Category: Value 2013-2018
Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018
Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018
Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018
Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023
Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Home Insecticides in Turkey

HEADLINES

PROSPECTS

All home insecticides categories see volume sales decline towards end of the review period
Improved volume sales not expected to boost value sales in current economic climate
Gradual increase in measures taken by local authorities against insects will dampen volume growth

COMPETITIVE LANDSCAPE

Johnson Wax continues to lead home insecticides
Eczacibasi Ilac’s Detan gains significant value share, supported by very wide distribution network
More affordable home insecticides will gain significant value share over the forecast period

CATEGORY DATA

Table 31 Sales of Home Insecticides by Category: Value 2013-2018
Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Laundry Care in Turkey

HEADLINES

PROSPECTS

Volume growth will slow down due to economic hardship
Compaction in liquid fabric softeners and healthy growth in liquid detergents make a positive impact on value sales
Trends set to continue but value growth set to slow down

COMPETITIVE LANDSCAPE

International brands lead laundry care
Private label and economy brands benefit from consumers’ increasing price consciousness
BIM and large domestic players set to see continuing boost due to popularity of low-cost laundry care products

CATEGORY INDICATORS

Table 38 Household Possession of Washing Machines 2013-2018

CATEGORY DATA

Table 39 Sales of Laundry Care by Category: Value 2013-2018
Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018
Table 41 Sales of Laundry Aids by Category: Value 2013-2018
Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018
Table 43 Sales of Laundry Detergents by Category: Value 2013-2018
Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018
Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018
Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018
Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018
Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018
Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018
Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018
Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023
Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Polishes in Turkey

HEADLINES

PROSPECTS

Volume sales of polishes will continue to decline over the forecast period
Prospective upward trend in shoe polish will positively affect overall value sales
Changes in dress codes within business environment will offset gains for shoe polish, but unit price will help the category see positive value growth

COMPETITIVE LANDSCAPE

Cigir Kimya leads polishes in 2018
Private label is expected to increase its presence

CATEGORY DATA

Table 53 Sales of Polishes by Category: Value 2013-2018
Table 54 Sales of Polishes by Category: % Value Growth 2013-2018
Table 55 NBO Company Shares of Polishes: % Value 2014-2018
Table 56 LBN Brand Shares of Polishes: % Value 2015-2018
Table 57 Forecast Sales of Polishes by Category: Value 2018-2023
Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Surface Care in Turkey

HEADLINES

PROSPECTS

Rising price sensitivity will hamper value growth
Multipurpose cleaners will continue to drive volume sales within surface care
Increasing need for convenience and practicality is set to push sales of home care wipes

COMPETITIVE LANDSCAPE

Unilever leads surface care in 2018
Income stagnation may constrain the leader’s ability to increase its value share between 2018 and 2023
Domestic players that offer more budget-friendly products will gain value share in the forecast period

CATEGORY DATA

Table 59 Sales of Surface Care by Category: Value 2013-2018
Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018
Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018
Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of Surface Care: % Value 2014-2018
Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018
Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018
Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018
Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023
Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Toilet Care in Turkey

HEADLINES

PROSPECTS

Positive value growth is expected in toilet care thanks to the prospective volume growth in more value-added products
Without improvement in economic conditions toilet care volume sales are set to stagnate, but value sales still set to be positive
Diminishing purchasing power of consumers will cause fiercer price competition in the category

COMPETITIVE LANDSCAPE

Türk Henkel Kimya maintains its leadership in toilet care
Domestic players are expected to gain ground in the category during the forecast period

CATEGORY DATA

Table 69 Sales of Toilet Care by Category: Value 2013-2018
Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018
Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018
Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018
Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023
Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023

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