Wipes in Turkey

2021 DEVELOPMENTS

All-purpose cleaning wipes with antibacterial properties benefits from greater demand in 2021 due to increased hygiene awareness

Demand for wipes remained high in 2021, despite rising price sensitivity and an unstable economy due to a weak Turkish lira which continued to drive up costs for producers. This performance was mainly due to increased hygiene awareness as a result of the pandemic.

Impressive growth for general purpose wipes with increasing personal hygiene awareness

General purpose wipes continued to demonstrate the strongest overall volume growth in 2021. Increasing personal hygiene awareness drove the category’s sales, supported by the introduction of antibacterial wipes that claimed to kill germs due to their high levels of alcohol.

Private label retains strong position within wipes due to ongoing price sensitivity

Private label retained a strong position within wipes in 2021 due to ongoing price sensitivity amongst many Turkish consumers. Dirk Rossmann Magazacilik Ltd Sti for instance, continued to dominate all-purpose cleaning wipes with its private label lines Domol and Flink & Sauber.

PROSPECTS AND OPPORTUNITIES

Greater focus on hygiene and convenience to drive further demand for all purpose cleaning wipes

The pandemic is likely to continue to influence consumers’ attitudes towards hygiene and the need to follow stringent cleaning routines in the home heading into the forecast period, even as the threat of the virus wanes. This will continue to drive demand for all purpose cleaning wipes, albeit at a lower volume growth rate compared to the review period as the product area is anticipated to reach saturation.

Personal wipes to continue driving overall demand, although rate of growth will slow over the forecast period

Personal wipes, driven primarily by general purpose wipes, is also set to continue to grow with increased hygiene awareness as a result of the pandemic driving further double-digit volume growth in 2021, before the category begins to lose momentum over the remainder of the forecast period. Consumers are expected to continue to choose personal wipes which contain alcohol and have disinfecting properties to be used for cleaning hands and surfaces generally whilst outside of the home, a trend which is likely to encourage further development and new product launches to address this demand.

Ongoing price sensitivity heading into forecast period will favour private label and local brands

Many consumers are likely to remain price sensitive heading into the forecast period in the face of further price rises for many essential products and an unstable economy. This will force them to prioritise their expenditure, with private label and local brands likely to continue to benefit.