In 2020, the main trend following the onset of COVID-19 was the increased priority that Turkish consumers placed on home cleaning due to higher hygiene concerns. Consumers at all income levels were galvanised by these concerns to devote more attention to maintaining better hygiene throughout the house.
Multi-purpose cleaners demonstrated strong volume growth in 2020, slightly surpassing that of specialised products such as kitchen and bathroom cleaners among lower income groups since multi-purpose cleaners cost less and also can be used for cleaning bathrooms and kitchens. Multi-purpose cleaners incorporating Arap Sabunu (Arab Soap – a traditional yellowish-brown, semi-fluid, multi-purpose soap made of animal fats) or white vinegar, both of which are associated with providing hygiene, remain very popular in Turkey.
In 2020, the retail value share of discounters rose considerably. Even those people that used to visit upper-market Migros supermarket stores started shopping for their surface care products at stores such as File and BIM.
In 2021 and beyond, surface care is expected to demonstrate good volume growth, stimulated by the increased hygiene consciousness among Turkish people that has led to their paying greater attention to cleaning every area of their households and showing sustained interest in specialised surface cleaning products. Wash and wax floor cleaners is expected to see higher growth over the forecast period than it did in the review period and multi-purpose cleaners will continue to perform well.
Over the forecast period, multinational companies are expected to preserve their shares since the brands these companies offer are of high quality. On the other hand, there will be increased price pressure on the multinational players due to the growing share of private label and increased competition from the established local companies that will remain strong under surface cleaners as they are able to offer lower-priced products.
Companies are expected to focus on launching products that offer extra hygiene, bearing the name “hijyen” (hygiene) in the brand, and on those products that are more natural and do not harm the environment. Nevertheless, it should be noted that as much as Turkish consumers are more conscious about “environmentally safer” products, companies are advised to adopt good pricing policies and make sure that these products provide the cleanliness that the Turkish consumers demand when developing such products.
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Understand the latest market trends and future growth opportunities for the Surface Care industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Surface Care research and analysis database.
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