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.
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.
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.
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.
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.
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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This industry report originates from Passport, our Tissue and Hygiene market research database.