POLISHES IN TURKEY

Euromonitor International

February 2019

LIST OF CONTENTS AND TABLES

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 1 Sales of Polishes by Category: Value 2013-2018

Table 2 Sales of Polishes by Category: % Value Growth 2013-2018

Table 3 NBO Company Shares of Polishes: % Value 2014-2018

Table 4 LBN Brand Shares of Polishes: % Value 2015-2018

Table 5 Forecast Sales of Polishes by Category: Value 2018-2023

Table 6 Forecast Sales of Polishes by Category: % Value Growth 2018-2023

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 7 Households 2013-2018

Market Data

Table 8 Sales of Home Care by Category: Value 2013-2018

Table 9 Sales of Home Care by Category: % Value Growth 2013-2018

Table 10 NBO Company Shares of Home Care: % Value 2014-2018

Table 11 LBN Brand Shares of Home Care: % Value 2015-2018

Table 12 Penetration of Private Label in Home Care by Category: % Value 2013-2018

Table 13 Distribution of Home Care by Format: % Value 2013-2018

Table 14 Distribution of Home Care by Format and Category: % Value 2018

Table 15 Forecast Sales of Home Care by Category: Value 2018-2023

Table 16 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

Sources

Summary 1 Research Sources

The loose fiscal policy that the Turkish government pursued in 2017 positively affected a large number of commodity groups that are perceived as a luxury in Turkey. Polishes, which the vast majority of the target group in Turkey do not regard as a necessity, were no exception, and thus the category’s volume sales were positive in 2017. However, as the depreciation in local currency became significant at the end of the review period, purchasing power of consumers was swiftly diminished and partic...

Euromonitor International's Polishes in Turkey market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (historic date range), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts to 2023 illustrate how the market is set to change.

Product coverage: Floor Polish, Furniture Polish, Metal Polish, Shoe Polish.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Polishes market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Euromonitor International has over 40 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo and Bangalore and a network of over 800 analysts worldwide, Euromonitor International has a unique capability to develop reliable information resources to help drive informed strategic planning.