Home Care in Turkey

HOME CARE IN TURKEY

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

Executive Summary

Home Care Records Double-digit Value Growth, Mainly Due To the Sharp Hike in Prices

Constant Value Sales Remain Healthy Despite Stagnation in Consumer Purchasing Power

International Companies Lead Home Care

Companies Continue To Increase Their Focus on Emerging Categories in Their New Product Development Activities

Home Care Is Set To Register Positive Volume and Value Growth Over the Forecast Period

Market Indicators

Table 1 Households 2013-2018

Market Data

Table 2 Sales of Home Care by Category: Value 2013-2018

Table 3 Sales of Home Care by Category: % Value Growth 2013-2018

Table 4 NBO Company Shares of Home Care: % Value 2014-2018

Table 5 LBN Brand Shares of Home Care: % Value 2015-2018

Table 6 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 7 Distribution of Home Care by Format: % Value 2013-2018

Table 8 Distribution of Home Care by Format and Category: % Value 2018

Table 9 Forecast Sales of Home Care by Category: Value 2018-2023

Table 10 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

Headlines

Prospects

Fierce Price Competition Will Cause A Downward Trend in Value Sales at Constant 2018 Prices

Volume Sales Expected To Rebound But Not Sufficiently To Significantly Improve Value Sales

Increasing Health Concerns About Air Care Will Continue To Hinder Volume Sales Over the Forecast Period

Competitive Landscape

International Brands Maintain Their Domination in Air Care

Private Label Gains Value Share in Tandem With Expansion of Discounter Chains

Popularity of Private Label Expected To Become Increasingly Popular But Not Sufficiently To Significantly Thwart Power of International Players

Category Data

Table 11 Sales of Air Care by Category: Value 2013-2018

Table 12 Sales of Air Care by Category: % Value Growth 2013-2018

Table 13 Sales of Air Care by Fragrance: Value Ranking 2013-2018

Table 14 NBO Company Shares of Air Care: % Value 2014-2018

Table 15 LBN Brand Shares of Air Care: % Value 2015-2018

Table 16 Forecast Sales of Air Care by Category: Value 2018-2023

Table 17 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Volume Sales of Bleach Rise Despite the Category's Maturity in Turkey

Per Capita Consumption Will Remain Flat, Though Volume Sales Will Be Positive Despite the Category's Maturity in Turkey

Economic Hardship Is Predicted To Hamper Value Growth Over the Forecast Period

Competitive Landscape

Unilever San Ve Tic Türk Maintains Its Leadership in Bleach

Private Label Momentum Boosted by Lower Consumer Purchasing Power

Stagnant Economy Expected To Keep Positively Impacting Private Label Sales in the Forecast Period

Category Data

Table 18 Sales of Bleach: Value 2013-2018

Table 19 Sales of Bleach: % Value Growth 2013-2018

Table 20 NBO Company Shares of Bleach: % Value 2014-2018

Table 21 LBN Brand Shares of Bleach: % Value 2015-2018

Table 22 Forecast Sales of Bleach: Value 2018-2023

Table 23 Forecast Sales of Bleach: % Value Growth 2018-2023

Headlines

Prospects

Volume Sales of Dishwashing Decline in 2018 for First Time in More Than 10 Years

Volume Sales of Dishwashing Are Set To Rebound Early in the Forecast Period

Hand Dishwashing Will Continue To Grow Thanks To Strong Consumer Habits

Competitive Landscape

Reckitt Benckiser Leads the Category Thanks To Its Dominance in Automatic Dishwashing

Affordable Dishwashing Products Are Gaining Ground

Branded Dishwashing Products Will Be Much More Visible in Emerging Retailing Concepts

Category Indicators

Table 24 Household Possession of Dishwashers 2013-2018

Category Data

Table 25 Sales of Dishwashing by Category: Value 2013-2018

Table 26 Sales of Dishwashing by Category: % Value Growth 2013-2018

Table 27 NBO Company Shares of Dishwashing: % Value 2014-2018

Table 28 LBN Brand Shares of Dishwashing: % Value 2015-2018

Table 29 Forecast Sales of Dishwashing by Category: Value 2018-2023

Table 30 Forecast Sales of Dishwashing by Category: % Value Growth 2018-2023

Headlines

Prospects

All Home Insecticides Categories See Volume Sales Decline Towards End of the Review Period

Improved Volume Sales Not Expected To Boost Value Sales in Current Economic Climate

Gradual Increase in Measures Taken by Local Authorities Against Insects Will Dampen Volume Growth

Competitive Landscape

Johnson Wax Continues To Lead Home Insecticides

Eczacibasi Ilac's Detan Gains Significant Value Share, Supported by Very Wide Distribution Network

More Affordable Home Insecticides Will Gain Significant Value Share Over the Forecast Period

Category Data

Table 31 Sales of Home Insecticides by Category: Value 2013-2018

Table 32 Sales of Home Insecticides by Category: % Value Growth 2013-2018

Table 33 Sales of Spray/Aerosol Insecticides by Type: % Value 2013-2018

Table 34 NBO Company Shares of Home Insecticides: % Value 2014-2018

Table 35 LBN Brand Shares of Home Insecticides: % Value 2015-2018

Table 36 Forecast Sales of Home Insecticides by Category: Value 2018-2023

Table 37 Forecast Sales of Home Insecticides by Category: % Value Growth 2018-2023

Headlines

Prospects

Volume Growth Will Slow Down Due To Economic Hardship

Compaction in Liquid Fabric Softeners and Healthy Growth in Liquid Detergents Make A Positive Impact on Value Sales

Trends Set To Continue But Value Growth Set To Slow Down

Competitive Landscape

International Brands Lead Laundry Care

Private Label and Economy Brands Benefit From Consumers' Increasing Price Consciousness

Bim and Large Domestic Players Set To See Continuing Boost Due To Popularity of Low-cost Laundry Care Products

Category Indicators

Table 38 Household Possession of Washing Machines 2013-2018

Category Data

Table 39 Sales of Laundry Care by Category: Value 2013-2018

Table 40 Sales of Laundry Care by Category: % Value Growth 2013-2018

Table 41 Sales of Laundry Aids by Category: Value 2013-2018

Table 42 Sales of Laundry Aids by Category: % Value Growth 2013-2018

Table 43 Sales of Laundry Detergents by Category: Value 2013-2018

Table 44 Sales of Laundry Detergents by Category: % Value Growth 2013-2018

Table 45 NBO Company Shares of Laundry Care: % Value 2014-2018

Table 46 LBN Brand Shares of Laundry Care: % Value 2015-2018

Table 47 NBO Company Shares of Laundry Aids: % Value 2014-2018

Table 48 LBN Brand Shares of Laundry Aids: % Value 2015-2018

Table 49 NBO Company Shares of Laundry Detergents: % Value 2014-2018

Table 50 LBN Brand Shares of Laundry Detergents: % Value 2015-2018

Table 51 Forecast Sales of Laundry Care by Category: Value 2018-2023

Table 52 Forecast Sales of Laundry Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Volume Sales of Polishes Will Continue To Decline Over the Forecast Period

Prospective Upward Trend in Shoe Polish Will Positively Affect Overall Value Sales

Changes in Dress Codes Within Business Environment Will Offset Gains for Shoe Polish, But Unit Price Will Help the Category See Positive Value Growth

Competitive Landscape

Cigir Kimya Leads Polishes in 2018

Private Label Is Expected To Increase Its Presence

Category Data

Table 53 Sales of Polishes by Category: Value 2013-2018

Table 54 Sales of Polishes by Category: % Value Growth 2013-2018

Table 55 NBO Company Shares of Polishes: % Value 2014-2018

Table 56 LBN Brand Shares of Polishes: % Value 2015-2018

Table 57 Forecast Sales of Polishes by Category: Value 2018-2023

Table 58 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

Headlines

Prospects

Rising Price Sensitivity Will Hamper Value Growth

Multipurpose Cleaners Will Continue To Drive Volume Sales Within Surface Care

Increasing Need for Convenience and Practicality Is Set To Push Sales of Home Care Wipes

Competitive Landscape

Unilever Leads Surface Care in 2018

Income Stagnation May Constrain the Leader's Ability To Increase Its Value Share Between 2018 and 2023

Domestic Players That Offer More Budget-friendly Products Will Gain Value Share in the Forecast Period

Category Data

Table 59 Sales of Surface Care by Category: Value 2013-2018

Table 60 Sales of Surface Care by Category: % Value Growth 2013-2018

Table 61 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

Table 62 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

Table 63 NBO Company Shares of Surface Care: % Value 2014-2018

Table 64 LBN Brand Shares of Surface Care: % Value 2015-2018

Table 65 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

Table 66 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

Table 67 Forecast Sales of Surface Care by Category: Value 2018-2023

Table 68 Forecast Sales of Surface Care by Category: % Value Growth 2018-2023

Headlines

Prospects

Positive Value Growth Is Expected in Toilet Care Thanks To the Prospective Volume Growth in More Value-added Products

Without Improvement in Economic Conditions Toilet Care Volume Sales Are Set To Stagnate, But Value Sales Still Set To Be Positive

Diminishing Purchasing Power of Consumers Will Cause Fiercer Price Competition in the Category

Competitive Landscape

Türk Henkel Kimya Maintains Its Leadership in Toilet Care

Domestic Players Are Expected To Gain Ground in the Category During the Forecast Period

Category Data

Table 69 Sales of Toilet Care by Category: Value 2013-2018

Table 70 Sales of Toilet Care by Category: % Value Growth 2013-2018

Table 71 NBO Company Shares of Toilet Care: % Value 2014-2018

Table 72 LBN Brand Shares of Toilet Care: % Value 2015-2018

Table 73 Forecast Sales of Toilet Care by Category: Value 2018-2023

Table 74 Forecast Sales of Toilet Care by Category: % Value Growth 2018-2023