Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Country Report

Wipes in

Wipes in Turkey

20 pages, Apr 2018

US$990

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Executive Summary

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

PROSPECTS

Baby wipes will continue to drive volume growth

Thanks to gradually increasing incomes from the early stages of the review period, parents were able to spend significantly more on baby-specific products. Baby wipes was no exception, and the category registered healthy volume and value growth.

Premiumisation to have a positive impact on value growth

The steady increase in per capita consumption of wipes and growing competitive pressure stemming from the rise of private label forced companies to apply different strategies to maintain their strength within the category. Numerous players opted to expand their ranges with value-added products, such as baby wipes specifically designed for new born babies and baby wipes made with pure water.

Home care wipes and floor cleaning systems to become more significant

As consumers are spending less time on household chores due to the increasing participation of women in the workforce, there was significant growth in demand for more convenient household cleaning solutions over the review period. Given the expected rise in the urban population, it is expected that the need for convenience in household cleaning will continue to grow.

COMPETITIVE LANDSCAPE

Eczacibasi Hijyen maintains its strength through new product developments

Despite private label demonstrating remarkable value growth within wipes in the latter stages of the review period, Eczacibasi Hijyen maintained its leading position in value terms, and even gained value share in 2017. This was largely due to successful new product launches which appealed to modern parents, such as Uni Baby baby wipes, made with pure water, and Uni Baby new born wipes.

Private label continues to gain value share

Similar to most fmcg, private label gained ground in wipes after the rapid spread of discounters over the review period. This was largely because such stores have played a key role in the increasing number of first-time buyers, particularly in poorer neighbourhoods of urban areas.

The competition in baby wipes is expected to become stronger

Following the steady value growth in baby-specific products, numerous players entered baby wipes over the review period. An increasing number of players were seen in nappies/diapers/pants, as domestic manufacturer Eruslu Saglik entered with the Sleepy brand at the end of the review period, along with highly-recognised retail chains, namely Migros and Ebebek.

Files are delivered directly into your account within a few minutes of purchase.

Samples

Wipes Market Sample Report Wipes Market Sample Data

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

Overview

Discover the latest market trends and uncover sources of future market growth for the Wipes industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Wipes industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Wipes in Turkey market research report includes:

Analysis of key supply-side and demand trends
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Wipes in Turkey?
What are the major brands in Turkey?
What is the biggest category within household care wipes?
What are the key new product launches in the wipes market?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Tissue and Hygiene market research database.

Want to find out more about this report?

Request more information

Wipes in Turkey - Category analysis

HEADLINES

PROSPECTS

Baby wipes will continue to drive volume growth

Premiumisation to have a positive impact on value growth

Home care wipes and floor cleaning systems to become more significant

COMPETITIVE LANDSCAPE

Eczacibasi Hijyen maintains its strength through new product developments

Private label continues to gain value share

The competition in baby wipes is expected to become stronger

CATEGORY DATA

Table 1 Retail Sales of Wipes by Category: Value 2012-2017
Table 2 Retail Sales of Wipes by Category: % Value Growth 2012-2017
Table 3 NBO Company Shares of Retail Wipes: % Value 2013-2017
Table 4 LBN Brand Shares of Retail Wipes: % Value 2014-2017
Table 5 Forecast Retail Sales of Wipes by Category: Value 2017-2022
Table 6 Forecast Retail Sales of Wipes by Category: % Value Growth 2017-2022

Tissue and Hygiene in Turkey - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene records value growth, largely thanks to increasing prices

Volume growth is mainly driven by urbanisation and the increasing population

The growth trend continues in private label in 2017

Internet retailing becomes significant in tissue and hygiene

Volume growth is expected to continue in the forecast period

MARKET INDICATORS

Table 7 Birth Rates 2012-2017
Table 8 Infant Population 2012-2017
Table 9 Female Population by Age 2012-2017
Table 10 Total Population by Age 2012-2017
Table 11 Households 2012-2017
Table 12 Forecast Infant Population 2017-2022
Table 13 Forecast Female Population by Age 2017-2022
Table 14 Forecast Total Population by Age 2017-2022
Table 15 Forecast Households 2017-2022

MARKET DATA

Table 16 Retail Sales of Tissue and Hygiene by Category: Value 2012-2017
Table 17 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2012-2017
Table 18 NBO Company Shares of Retail Tissue and Hygiene: % Value 2013-2017
Table 19 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2014-2017
Table 20 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2012-2017
Table 21 Distribution of Retail Tissue and Hygiene by Format: % Value 2012-2017
Table 22 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2017
Table 23 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2017-2022
Table 24 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2017-2022

Megatrends

Country Report

Wipes in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

PROSPECTS

Baby wipes will continue to drive volume growth

Premiumisation to have a positive impact on value growth

Home care wipes and floor cleaning systems to become more significant

COMPETITIVE LANDSCAPE

Eczacibasi Hijyen maintains its strength through new product developments

Private label continues to gain value share

The competition in baby wipes is expected to become stronger

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Wipes in Turkey - Category analysis

HEADLINES

PROSPECTS

Baby wipes will continue to drive volume growth

Premiumisation to have a positive impact on value growth

Home care wipes and floor cleaning systems to become more significant

COMPETITIVE LANDSCAPE

Eczacibasi Hijyen maintains its strength through new product developments

Private label continues to gain value share

The competition in baby wipes is expected to become stronger

CATEGORY DATA

Tissue and Hygiene in Turkey - Industry Overview

EXECUTIVE SUMMARY

Tissue and hygiene records value growth, largely thanks to increasing prices

Volume growth is mainly driven by urbanisation and the increasing population

The growth trend continues in private label in 2017

Internet retailing becomes significant in tissue and hygiene

Volume growth is expected to continue in the forecast period

MARKET INDICATORS

MARKET DATA

SOURCES

Why buy this report?

Want to find out more about this report?

Recently Viewed

Complete Catalogue

Country Reports

Strategy Reports

Recently Viewed

Complete Catalogue

Country Reports

Strategy Reports