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