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Country Report

Home Insecticides in

Home Insecticides in Turkey

15 pages, Feb 2019

US$990

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Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

All home insecticides categories see volume sales decline towards end of the review period

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.

Improved volume sales not expected to boost value sales in current economic climate

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.

Gradual increase in measures taken by local authorities against insects will dampen volume growth

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.

COMPETITIVE LANDSCAPE

Johnson Wax continues to lead home insecticides

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.

Eczacibasi Ilac’s Detan gains significant value share, supported by very wide distribution network

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.

More affordable home insecticides will gain significant value share over the forecast period

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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Home Insecticides Market Sample Report Home Insecticides Market Sample Data

Overview

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.

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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.

The Home Insecticides 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 Insecticides in Turkey?
What are the major brands in Turkey?
Which type of insects (eg. ants, mosquitoes, flies, cockroaches etc) are most prevalent in Turkey?
What are the key new product launches in the insecticides 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.

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Home Insecticides in Turkey - Category analysis

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 1 Sales of Home Insecticides by Category: Value 2013-2018
Table 2 Sales of Home Insecticides by Category: % Value Growth 2013-2018
Table 3 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018
Table 4 NBO Company Shares of Home Insecticides: % Value 2014-2018
Table 5 LBN Brand Shares of Home Insecticides: % Value 2015-2018
Table 6 Forecast Sales of Home Insecticides by Category: Value 2018-2023
Table 7 Forecast Sales of Home Insecticides 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

Megatrends

Country Report

Home Insecticides in Turkey

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Executive Summary

New Report Guarantee

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

Samples

Overview

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Samples (FAQs about samples):

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Table of Contents

Home Insecticides in Turkey - Category analysis

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

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

MARKET DATA

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