Despite ongoing rising prices due to inflation and further depreciation of the Turkish lira, demand for sanitary care experienced an upturn in 2020 compared to the stagnation of 2019 as a result of the pandemic-induced lockdown and home seclusion trend. The announcement of the lockdown resulted in many female consumers stocking up on these products to last them for several months, driving stronger demand for pantyliners and the dominant slim/thin/ultra-thin towels with wings due to ongoing demand for greater comfort.
Procter & Gamble strengthened its overall leadership of sanitary protection in value share terms in 2020 through its brands Always/Whisper (towels), Orkid (pantyliners) and Tampax (tampons). The player benefits from brand loyalty shown by Turkish women from mid- to high-income groups with these consumers placing quality and comfort above price.
Despite increasing price sensitivity, a trend further exacerbated by the pandemic and rising inflation, there was increasing demand amongst more affluent consumers for better quality products, which has encouraged leading players to compete through innovation such as offering superior protection and comfort for the wearer when developing and launching new sanitary protection in 2020. For instance, Hayat Kimya Sanayi AS launched Molped SuperNight, the first towel in Turkey with leakage barriers using its “3D barrier” technology.
2021 is set to see a slowdown in demand following panic buying during the lockdown; in the event of further restrictions, stockpiling is unlikely as most consumers are now confident that there will be no supply problems. However, growth momentum will build once more over the course of the forecast period as consumers return to their busy lifestyles; overall demand for sanitary protection will therefore remain stable, where the dominant slim/thin/ultra-thin towels with wings offers the main opportunities for growth, particularly in the economy segment, due to lingering price sensitivity.
With lingering price sensitivity as a result of the pandemic and the threat of a further rise in prices, private label is set to continue to pose a threat to branded sanitary protection due to its lower prices and the increasing share of discounters at the end of the review period from the likes of BIM and A101. This channel has continued to gain ground within the category at the expense of health and beauty specialist retailers, supported by a rapid rise in its number of outlets, and making private label lines more accessible.
In the face of intense competition from lower-priced domestic sanitary protection including private label, leading brands are likely to further invest in developing innovative and specific products in order to differentiate and gain value share. These are likely to attract mid- to high-income consumers who are more likely to remain loyal to the brands that they traditionally use due to the quality and protection that they offer.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Sanitary Protection 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 Sanitary Protection 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 Sanitary Protection 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 extract FREE! Home Page