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Retail Tissue in
Turkey

Country Report

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Executive Summary

Mar 2019
PROSPECTS
Volume sales will continue to be driven by paper towels and toilet paper

Toilet paper is no longer regarded as a luxury by the majority of consumers in Turkey, mainly owing to awareness-raising activities by the first-movers in the category. Despite this, the category has not yet reached maturity, as urbanisation is still bringing in first-time buyers of fast-moving consumer goods, including toilet paper.

Economic difficulties will hamper growth

Over the forecast period, it is expected that toilet paper will continue to record positive volume growth, as ongoing urbanisation and modernisation of the retailing landscape will increase access to fast-moving consumer goods. However, volume growth is expected to slow down, owing to the increasing number of cautious consumers, stemming from economic hardship.

Price competition will continue to be fierce in the forecast period

The growth in retail tissue in the early part of the review period encouraged a number of entrepreneurs to enter the category, leading to greater fragmentation. Private label lines from discounter chains, with their very affordable prices, also became significant as their outlets swiftly spread across the country.

COMPETITIVE LANDSCAPE
BIM Birlesik Magazacilik AS leads retail tissue in terms of value sales in 2018

Retail tissue was led by BIM Birlesik Magazacilik AS at the end of the review period, mainly owing to the significant volume and value share it gained in 2018, as many consumers downgraded their brand preferences and opted for more affordable options. BIM Birlesik Magazacilik AS benefited from this through its very affordable private label line.

Branded products expected to lose share over the forecast period

Over the forecast period, it is expected that companies that offer branded retail tissue, such as Eczacibasi Tuketim Urunleri San ve Tic AS and Hayat Kimya Sanayi AS, will see slight declines in volume share, as tough economic conditions will force many consumers to opt for cheaper products.

Private label is set to continue to grow over the forecast period

Similarly to BIM Birlesik Magazacilik AS, other private label lines, such as those owned by the leading chains A101 and Sok, achieved significant value shares over the review period, thanks to their affordable prices and widespread outlet networks. These private label products also took share from branded retail tissue in 2018, as a consequence of the increased price sensitivity of consumers.

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Retail Tissue in Turkey

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retail Tissue 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 Retail Tissue industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Retail Tissue 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 Retail Tissue in Turkey?
  • What are the major brands in Turkey?
  • What is the performance of pocket handkerchiefs vs boxed facial tissues?
  • What are the key new product launches in the tissues 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 Tissue and Hygiene market research database.

Retail Tissue in Turkey - Category analysis

HEADLINES

PROSPECTS

Volume sales will continue to be driven by paper towels and toilet paper
Economic difficulties will hamper growth
Price competition will continue to be fierce in the forecast period

COMPETITIVE LANDSCAPE

BIM Birlesik Magazacilik AS leads retail tissue in terms of value sales in 2018
Branded products expected to lose share over the forecast period
Private label is set to continue to grow over the forecast period

CATEGORY DATA

Table 1 Retail Sales of Tissue by Category: Value 2013-2018
Table 2 Retail Sales of Tissue by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Retail Tissue: % Value 2014-2018
Table 4 LBN Brand Shares of Retail Tissue: % Value 2015-2018
Table 5 Forecast Retail Sales of Tissue by Category: Value 2018-2023
Table 6 Forecast Retail Sales of Tissue by Category: % Value Growth 2018-2023

Tissue and Hygiene in Turkey - Industry Overview

EXECUTIVE SUMMARY

Positive growth in current value sales continues in tissue and hygiene
Deterioration in the economy causes a slowdown in volume sales
Private label gains volume and value share in 2018
Emerging retailing formats demonstrate healthy growth despite the deterioration in the economy
Upward trend in value sales will continue in the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2013-2018
Table 8 Infant Population 2013-2018
Table 9 Female Population by Age 2013-2018
Table 10 Total Population by Age 2013-2018
Table 11 Households 2013-2018
Table 12 Forecast Infant Population 2018-2023
Table 13 Forecast Female Population by Age 2018-2023
Table 14 Forecast Total Population by Age 2018-2023
Table 15 Forecast Households 2018-2023

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources