Toilet Care in Turkey

PROSPECTS

Return to positive volume growth in toilet care expected from 2021

Toilet care registered a volume decline in 2019 as consumers increasingly purchased multipurpose products over task-specific home care items as they tightened their belts in a time of economic downturn. It is expected that toilet care sales will continue to be cannibalised, particularly by bleach.

Toilet liquids/foam struggles against the competition from bleach

The decline in toilet care volume sales in 2019 was predominantly due to the sharp fall in sales of toilet liquids/foam, the biggest toilet care category in volume terms, which was losing out to bleach at the end of the review period. Thanks to the convenience that these product offer, ITBs continued registering positive volume growth at the end of the review period.

Wider availability of ITBs through discounters will help to drive sales of these products

ITBs were widely available through supermarket and hypermarket chains, although the presence of these products in discounters and traditional channels tended to be a little less widespread. However, towards the end of the review period, it was becoming increasingly easy to find ITBs in discounters, as the availability of these products was rapidly increasing in these stores.

COMPETITIVE LANDSCAPE

Henkel and its Bref brand continue to clearly lead toilet care

Largely owing to the strength of its Bref brand in rim blocks, rim liquids and in-cistern devices, Türk Henkel Kimya San ve Tic continued to be the clear leader in toilet care in Turkey in 2019. The company offers a significantly wider presence and more extensive product portfolio under the Bref brand in these areas than its international counterparts, namely Mr Muscle from SC Johnson & Sons and Unilever’s Domestos.

Private label strongly gaining share, but domestic players also making advances

Driven by the swift spread of the discounters, private label gained share within toilet care in the final years of the review period. Given consumer price sensitivity due to economic hardship, it is expected that private label will continue gain a certain amount of value share from international brands, such as Domestos and Mr Muscle, over the forecast period.

More aggressive pricing to help branded players compete with private label?

In order to compete with the rise of private label, branded products are expected to pursue much more aggressive pricing policies over the forecast period. For similar reasons, companies offering branded products will also look to increase their presence in the internet retailing channel, looking to ensure they maintain good visibility levels in emerging channels such as e-commerce in order to gain share.

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