The onset of COVID-19 immediately made Turkish consumers more aware and more concerned about hygiene, so demand for products that provide higher hygiene rapidly increased in 2020. This prompted a change in direction for many consumers that companies had been targeting, prior to the pandemic, with energy-saving liquid laundry detergents that enabled them to wash their clothes at lower temperatures.
Another reason for the growth of powder detergents was stockpiling during the pandemic, making powder detergents more attractive due to the availability of bulk packaging sizes of 8, 9 and 10 kg. Additionally, powder detergents have considerably lower unit prices in comparison to other detergents formats since a higher number of local brands are available under this format and private label only offers powder detergents at this time.
In 2020, many people purchased only the most necessary products as their income levels dropped due to job losses during the COVID-19 pandemic. This had a negative impact on sales of fabric fresheners and on spot and stain removers, which already had been challenged by competition from laundry detergents that have incorporated stain removers and are generally more successful.
With the expected recovery from the pandemic, volume sales of liquid detergents are expected to exceed that of the powder format in 2021 and going forward. In order to reduce energy consumption and cause less harm to clothes, consumers are expected to prefer and resume washing their clothes at lower temperatures.
Consumer demand for laundry care products that provide extra hygiene are expected to increase over the forecast period. Towards this end, companies are predicted to develop new products that meet this demand.
The volume share of private label is expected to continue going up over the forecast period, thanks to the growing penetration of the chained discounters all over the country and the considerably lower prices offered for their private label products. Also, private label products are expected to emerge in a higher number of categories, such as liquid laundry detergents, which will contribute to the growth of this category and further fuel the competition among companies.
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This report originates from Passport, our Laundry Care research and analysis database.
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