Wipes in Turkey

PROSPECTS

Value sales will continue to be driven by general purpose wipes sold through discounters

In the early part of the review period, value sales of general purpose wipes grew rapidly, and the category gained significant share within overall wipes, mainly because Turkey’s most popular discounter chain, BIM, launched a general purpose wipes line. In 2018, dynamic growth in both volume and value sales of general purpose wipes continued, in spite of the fact that the vast majority of fast-moving consumer goods struggled in terms of volume sales due to economic hardship.

Baby wipes is expected to recover in terms of volume sales over the forecast period

Baby wipes benefited from economic growth in the early part of the review period, as parents sought more convenient solutions as their income rose. However, in the latter part of the review period, a sharp downward trend in terms of volume sales was observed within the category, largely as a consequence of the fact that a certain proportion of consumers preferred either traditional methods of cleansing, such as wiping with a wet piece of cotton or reusable cloth, or general purpose wipes, given the dramatic decline in the purchasing power of consumers, especially following the sharp depreciation of the Turkish lira in August 2018.

Home care wipes and floor cleaning systems sales will remain marginal

Thanks to the rapid urbanisation that the country has experienced, an increasing proportion of women are participating in the workforce, Accordingly, convenience has become a key aspect that consumers prioritise in their home care, as they have limited time to spend on household chores. Consequently, a number of companies, such as Eczacibasi Tuketim Urunleri San ve Tic AS, 3M Turkey San ve Ticaret and Provel San ve Tic AS, tried to benefit from this increasing need and launched home care wipes and floor cleaning systems in the latter part of the review period.

COMPETITIVE LANDSCAPE

BIM Birlesik Magazacilik AS leads wipes in 2018

BIM Birlesik Magazacilik AS continues to benefit from owning an extensive discounter outlet network and led the wipes category in terms of value sales in 2018. The company gained share in 2018, 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.

Eczacibasi Tuketim Urunleri San ve Tic AS benefits from a strong position in baby wipes

Eczacibasi Tuketim Urunleri San ve Tic AS ranked second in 2018, with the company owning the most widely-known baby wipes brand, Uni Wipes. Through its successful new product development and marketing communication activities, the company has positioned its Uni Wipes as the primary option for the majority of the target group.

Baby wipes specialist companies will increase their focus on internet retailing

As today’s parents increasingly prefer internet retailing and other emerging retailing channels, notably discounters, baby wipes manufacturers started to increase their focus on other retailing formats, such as internet retailing specialists, towards the end of the review period. Given the fact that other categories that are preferred by parents, such as nappies/diapers/pants and traditional toys and games, have recorded healthy growth in terms of value sales via the internet, it is expected that internet sales of baby wipes will also see a very dynamic trend, as the leading players are likely to increase their focus on this channel.

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