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Surface Care in Turkey

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SURFACE CARE IN TURKEY

    Euromonitor International

      February 2019

        LIST OF CONTENTS AND TABLES

          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 1 Sales of Surface Care by Category: Value 2013-2018

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

                                  Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2013-2018

                                    Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2013-2018

                                      Table 5 NBO Company Shares of Surface Care: % Value 2014-2018

                                        Table 6 LBN Brand Shares of Surface Care: % Value 2015-2018

                                          Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2014-2018

                                            Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2015-2018

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

                                                Table 10 Forecast Sales of Surface Care 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 11 Households 2013-2018

                                                                  Market Data

                                                                    Table 12 Sales of Home Care by Category: Value 2013-2018

                                                                      Table 13 Sales of Home Care by Category: % Value Growth 2013-2018

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

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

                                                                            Table 16 Penetration of Private Label in Home Care by Category: % Value 2013-2018

                                                                              Table 17 Distribution of Home Care by Format: % Value 2013-2018

                                                                                Table 18 Distribution of Home Care by Format and Category: % Value 2018

                                                                                  Table 19 Forecast Sales of Home Care by Category: Value 2018-2023

                                                                                    Table 20 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

                                                                                      Sources

                                                                                        Summary 1 Research Sources

                                                                                        Surface care had demonstrated strong value and volume growth until 2018, largely thanks to drastic growth in the urban population and the rapid spread of modern grocery retailers, particularly discounters. In addition, a gradual rise in the income level of consumers also positively affected the category, as this enabled a respectable proportion of consumers to regularly afford task-specific and premium home care. However, particularly following the noticeable economic deterioration which occurre...

                                                                                        Euromonitor International's Surface Care 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: Bathroom Cleaners, Descalers, Drain Openers, Floor Cleaners, Home Care Disinfectants, Home Care Wipes and Floor Cleaning Systems, Kitchen Cleaners, Multi-Purpose Cleaners, Oven Cleaners, Scouring Agents, Window/Glass Cleaners.

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

                                                                                        Why buy this report?
                                                                                        * Get a detailed picture of the Surface Care 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.

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