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.
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.
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.
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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Home Care market research database.