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Per capita volume consumption among the population aged 0-3-years-old continued to rise in 2019, benefiting sales. This was mainly due to the increasing average age of potty training, as the participation rate of women in the workforce continued to rise.
Consumers’ price-sensitivity intensified in 2019. Price competition became even fiercer due to the fact that producers had to increase unit prices in response to higher costs as a result of a weakened Turkish lira in the last two years of the review period.
Procter & Gamble continued to lead nappies/diapers/pants in 2019, thanks to its first-mover advantage, its extensive distribution network and exceptionally large advertising and marketing budget for its Pampers brand. The company however lost value share to domestic players that offer budget nappies/diapers/pants, as a marked proportion of consumers downgraded their brand preferences and opted for more affordable options, owing to the prevailing economic hardship.
Sales of nappies/diapers/pants are now expected to grow by 2% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is the same as the 2% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).
The impact of the COVID-19 pandemic on the Turkish economy is likely to be the main factor shaping performances across differing product areas in 2020. New born nappies/diapers is for example likely to see retail volume sales stagnate in the year, with cost concerns encouraging many to use cloth diapers for new born babies, particularly as parents were more likely to be at home during the lockdown.
The Turkish economy is likely to be negatively impacted by the COVID-19 pandemic, which is likely to result in a slower recovery and a weak Turkish lira at the start of the forecast period. Consumers’ disposable income levels will remain low and price-sensitivity high, at a time when players are further forced to increase prices as a result of rising costs.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Nappies/Diapers/Pants 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 Nappies/Diapers/Pants industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
The Nappies/Diapers/Pants in Turkey market research report includes:
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This industry report originates from Passport, our Tissue and Hygiene 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.