Demand for retail tissue remained high in 2021 as COVID-19 related restrictions remained in place in the first half of the year. The home seclusion trend boosted demand for toilet paper and paper towels.
In 2021, the cost of imported raw materials, production and distribution of retail tissue in Turkey increased due to the further devaluation of the Turkish lira. However, in order to maintain their sales levels, companies cut profit margins so as to not pass these cost increases onto consumers in final product prices.
Retail tissue remained a fairly consolidated competitive landscape in 2021, led by BIM Birlesik Magazacilik and its private label line Blume. BIM Birlesik Magazacilik benefits from the strength of private label and ongoing popularity of discounters as many consumers downgraded their preferences and opted for more affordable options.
Demand for retail tissue is predicted to continue to grow over the forecast period, mainly driven by toilet paper and paper towels, which are perceived to be essential products in any Turkish household. After the significant upturn in demand during the pandemic, volume growth rates are set to slow from 2022.
Paper towels is predicted to continue to record the most dynamic performance within retail tissue over the forecast period, due to its versatility in the home including its replacement of boxed facial tissues and napkins. Offering multifunctionality, paper towels can be used in both the kitchen and bathroom, with increased hygiene consciousness likely to encourage consumers to switch to paper towels for the purpose of drying their hands and wiping surfaces.
At the end of the review period, private label held the highest combined volume share within the most important retail tissue categories of toilet paper and paper towels. Over the forecast period, private label’s volume share is predicted to further increase due to its price advantage and expanding number of outlets from both supermarkets and discounters that offer these products, particularly as consumers are likely to remain extremely price sensitive over the early part of the forecast period.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Retail Tissue industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Retail Tissue industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Retail Tissue research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!