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Learn moreFeb 2019
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Home insecticides had a difficult time in expanding its annual volume sales base over the review period, as municipalities strengthened the measures they had been taking against insects. Meanwhile, category players opted to distinguish by launching more sophisticated and value-added products, in order to boost value sales given the stagnant volume growth.
Over the forecast period, the value share of electric insecticides is expected to continue to increase. Although a positive volume CAGR is estimated for the category, this will not be enough to cause an upward trend in the value sales of home insecticides over the forecast period, because of the fact that consumers in Turkey are expected to continue to be highly price sensitive, as tough economic conditions are set to remain.
Over the review period, home insecticides recorded a stagnating annual volume sales trend, as the local authorities of regions that have relatively warmer summer conditions gradually increased the measures that they were taking against insects, particularly mosquitoes. This trend is expected to continue, given that the economic hardship the country has been experiencing has not caused a significant budget cut for the local authorities.
Thanks to the fact that the company successfully positioned its Raid brand as the most effective and quality home insecticides brand by enjoying its first mover advantage, Johnson Wax continued to hold the dominant value share in 2018. The fact that Johnson Wax pioneered the innovations in the category along with its new product launches helped it consolidate its strength over the review period.
Johnson Wax’s Raid was closely followed by Eczacibasi Ilac’s Detan over the review period, as Detan reaped the fruits of the exceptionally wide distribution network of The Eczacibasi Group, one of the largest industry groups in Turkey. Besides, the company gained significant value share in 2018 as it increased the Detan’s presence in emerging retailing concepts, namely discounters.
Whilst the category is dominated by two major brands, which are Johnson Wax’s Raid and Eczacibasi Ilac’s Detan, mid-tier players managed saw significant annual value sales over the review period, largely owing to very high price consciousness of a certain proportion of consumers in Turkey. Particularly starting in the second half of 2018 onwards following the dramatic depreciation of the Turkish lira, consumers became markedly price conscious and budget-friendly products benefited from this within the entire home care market, and home insecticides was no exception.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Home Insecticides 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 Insecticides industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Home Care market research database.
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.