Executive Summary

Mar 2019
PROSPECTS
Awareness raising activities by the leading players will positively impact per capita consumption in the forecast period

Per capita consumption of sanitary protection among the female population aged 12-54 years gradually rose in Turkey over the review period. This was largely thanks to rapid urbanisation and modernisation of the retailing landscape, which improved access to fast-moving consumer goods, including sanitary protection.

The poor economic environment will continue to hamper growth

Over the forecast period, it is predicted that tough economic conditions will remain, thus, consumers will continue to be very cautious in their daily purchases. However, sanitary protection will start to recover in 2020.

Fierce price competition will hinder value sales

it is expected that price competition will become much fiercer among category players during the forecast period, given the fact that there are no positive signs suggesting a recovery for the economy. Stagnation in the economy will continue to cause a reduction in the purchasing power of consumers and, accordingly, sanitary protection companies are very likely to apply price promotion campaigns much more frequently in order not lose customers.

COMPETITIVE LANDSCAPE
Procter & Gamble gains value share within sanitary protection

Procter & Gamble has reaped the benefits of its first-mover advantage, along with its extensive distribution network, which means that its products reach a very high retail penetration rate across the country. The company also has a very large marketing and advertising budget.

Procter & Gamble seeks to raise awareness of sanitary protection

Procter & Gamble continues to pioneer awareness-raising activities, promoting sanitary protection usage among young female population. For example, the company launched an advertising campaign with the hashtag #OkulaDevam, which was very similar to the campaign it launched as #EndPeriodPoverty in the UK in 2018.

Private label is set to benefit from rising price sensitivity

The economy in Turkey had recorded very dynamic growth for more than a decade until the later stages of the review period. This period saw significant changes, as many people moved from agricultural areas to the cities to work on substantial construction projects and in manufacturing.

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Sanitary Protection in Turkey

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Overview

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

The Sanitary Protection 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 Sanitary Protection in Turkey?
  • What are the major brands in Turkey?
  • What are the key new product launches in the sanitary protection 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.

Sanitary Protection in Turkey - Category analysis

HEADLINES

PROSPECTS

Awareness raising activities by the leading players will positively impact per capita consumption in the forecast period
The poor economic environment will continue to hamper growth
Fierce price competition will hinder value sales

COMPETITIVE LANDSCAPE

Procter & Gamble gains value share within sanitary protection
Procter & Gamble seeks to raise awareness of sanitary protection
Private label is set to benefit from rising price sensitivity

CATEGORY DATA

Table 1 Retail Sales of Sanitary Protection by Category: Value 2013-2018
Table 2 Retail Sales of Sanitary Protection by Category: % Value Growth 2013-2018
Table 3 Retail Sales of Tampons by Application Format: % Value 2013-2018
Table 4 NBO Company Shares of Retail Sanitary Protection: % Value 2014-2018
Table 5 LBN Brand Shares of Retail Sanitary Protection: % Value 2015-2018
Table 6 Forecast Retail Sales of Sanitary Protection by Category: Value 2018-2023
Table 7 Forecast Retail Sales of Sanitary Protection 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 8 Birth Rates 2013-2018
Table 9 Infant Population 2013-2018
Table 10 Female Population by Age 2013-2018
Table 11 Total Population by Age 2013-2018
Table 12 Households 2013-2018
Table 13 Forecast Infant Population 2018-2023
Table 14 Forecast Female Population by Age 2018-2023
Table 15 Forecast Total Population by Age 2018-2023
Table 16 Forecast Households 2018-2023

MARKET DATA

Table 17 Retail Sales of Tissue and Hygiene by Category: Value 2013-2018
Table 18 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of Retail Tissue and Hygiene: % Value 2014-2018
Table 20 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2015-2018
Table 21 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2013-2018
Table 22 Distribution of Retail Tissue and Hygiene by Format: % Value 2013-2018
Table 23 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2018
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2018-2023
Table 25 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources