Wipes in Turkey

PRE-COVID-19 PERFORMANCE

Most wipes viewed as non-essential and thus see diminishing demand in 2019

Volume sales of wipes stagnated in 2018 and 2019, as an inevitable consequence of diminishing purchasing power and price increases as a result of a weak Turkish lira. Sales were in particular impacted by retail volume decline in baby wipes, which are not viewed as essential by some consumers and thus saw sales drop as many households prioritised essential purchases.

General purpose wipes benefit from offering lower prices in 2019

While many consumers cut back on purchases of baby wipes in order to save money at the end of the review period, some switched to general purpose wipes in 2018 and 2019, with these offering lower unit prices. This led to rapid volume growth for general purpose wipes, despite the stagnation observed in wipes overall.

BIM benefits from success in general purpose wipes in 2019 while competition in baby wipes intensifies

BIM Birlesik Magazacilik continued to benefit from owning its extensive chain of discounters and led the wipes category in terms of value sales in 2019. The company further gained share for its Family private label range in 2019, mainly as a consequence of a substantial increase in demand for its affordable general purpose wipes, as a result of the decline in the purchasing power of consumers in Turkey.

2020 AND BEYOND

COVID-19 impact

Sales of wipes are now expected to grow by 6% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This compares to a 3% rise forecast in 2019 constant value terms in our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within wipes

COVID-19 will impact different product areas in wipes in differing ways. Many product areas will see a negative impact as a result of heightened economic uncertainty, with consumers cutting back on non-essential purchases.

Recovery and opportunities

Over the forecast period, it is expected that tough economic conditions will continue in Turkey, particularly following the negative impact of COVID-19 on the economy. Consumers will become more price-conscious, leading to a marked increase in sales of private label goods.

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