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Consumer and Market Insights: Personal Hygiene Market in Turkey

Consumer and Market Insights: Personal Hygiene Market in Turkey


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Executive Summary

Turkey has a large young population with 49.8% of the total population aged below 30 years in 2015. This populace prefers newer, indulgent Personal Hygiene products that offer value added benefits in newer flavors and textures. Soap is the leading value category, accounting for a majority share of the Personal Hygiene market in 2015, whereas the Anti-Perspirants& Deodorants category is forecast to register the fastest CAGR during 2015-2020.

Key Findings

The Personal Hygiene market in Turkey will register higher growth both in value and volume terms during 2015-2020 compared to 2010-2015

The Personal Hygiene market in Turkey is forecast to grow at a CAGR of 3.7% during 2015-2020.

Health & Beauty Stores is the leading distribution channel in the Turkish Personal Hygiene market.

Flexible packaging is the most used packaging material in the Personal Hygiene market in Turkey.

Personalization, Fresh, Natural & Pure and Premiumization & Indulgence are the key trends that drive the Personal Hygiene market in Poland.

Demand for multi-functional products and increase in private label penetration and several other factors will raise the Personal Hygiene market during 2015-2020.

Synopsis

Canadeans Consumer and Market Insights report on the Personal Hygiene market in Turkey provides insights on high growth categories to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?

Market data: Overall market value and volume data with growth analysis for 2010-2020

Category coverage: Value and growth analysis for Anti-Perspirants, Bath & Shower Products and Soap with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020

Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2014

Distribution data: Value shares within each category through channels such as Hypermarkets & Supermarkets, Convenience Stores, Health & Beauty Stores and more

Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for flexible packaging, rigid plastics, paper & board and others; container data for: film, bottle, box, bag/sachet and others.

Consumer level trends: Top four consumer trends which influence Personal Hygiene consumption

Future outlook: Reviews and recommendations on how the market will shape up from 2015-2020

Reasons To Buy

Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

Access the key and most influential consumer trends driving Personal Hygiene consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

Introduction

Report Scope

Country Context

Macroeconomic indicators-Population and age structure, GDP and Consumer Price Index

Market Overview and Consumer Demographics

Value and volume analysis for the Turkish Personal Hygiene market

Historic and forecast consumption in the Turkish Personal Hygiene market

Category volume consumption analysis by gender, age, education and urbanization

Degree of trade up/down in the Turkish Personal Hygiene market

Volume analysis by category

Historic and forecast value analysis by category

Winners and losers by categories with change in market share

Average category level pricing

Segment share in a category (value terms) and change in market share

Retail Landscape and Key Distribution Channels

Leading retailers in the Turkish Cosmetics & Toiletries market

Leading distribution channels (value terms) in the Turkish Personal Hygiene market

Leading distribution channels ((value terms) by category

Packaging

Personal Hygiene market by type of packaging material/container (in volume terms)

Personal Hygiene market by type of packaging closure/outer (in volume terms)

Personal Hygiene market by type of packaging, forecast (in volume terms)

Brand and Private Label Share

Penetration of private label by categories in the Turkish Personal Hygiene market

Private label growth (in value terms) compared to national brands

Market share of leading brands (in value terms) by category

Consumer trend analysis

Canadeansconsumer trend framework and explanation of the Mega-trends

For key trends in the Turkish Personal Hygiene market

How the trend is influencing consumption in the Turkish Personal Hygiene market

How to target the trend in the Turkish Personal Hygiene market

How the trend will evolve in the Turkish Personal Hygiene market

Key target demographic and the rate and which the trend will evolve

Key drivers in the market that will increasingly influence consumption

Innovation examples

New product examples launched in the Turkish Personal Hygiene market

Appendix

Country context

Category value and volume data

Consumer Demographics data

Sector Overview

Segment data

Packaging data

Category definitions

Segment definitions

Channel definitions

Explanation of sub-trends

Methodology

About Canadean

Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)

Figure 2: Category volume consumption by age, gender, education and urbanisation,2015

Figure 3: Consumers purchase behavior -Trading up/down, 2015

Figure 4: Market volume share analysis by categories, 2015

Figure 5: Growth analysis by category, 2010-2020

Figure 6: Change in market share by category, 2015-2020

Figure 7: Leading distribution channels, overall Cosmetics & Toiletries, 2011-2014

Figure 8: Leading distribution channels by category, 2015

Figure 9: Packaging analysis-key packaging material, type, closure and outer, 2015

Figure 10: Growth in key packaging material, type, closure and outer, 2015-2020

Figure 11: Private label penetration by categories, 2015

Figure 12: Private label and brand share growth, 2012-2015

Figure 13: Brand share analysis by categories, 2015

Table 1: Market value analysis in TRY and USD, 2010-2020

Table 2: Market volume growth analysis, 2010-2020

Table 3: Exchange rate fluctuations: USD to TRY

Table 4: Average prices (TRY and USD) by category, 2015

Table 5: Segment level analysis by category, 2015

Table 6: Leading retailers

Table 7: Leading brands by category, 2015

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Unilever PLC

Beiersdorf AG

Avon Products Inc.

Evyap

Henkel Ag & Co. Kgaa

The Procter & Gamble Company

Colgate-Palmolive GmbH

Kopas Cosmetics

Anadolu Group

Sebapharma GmbH & CO. KG

LOreal S.A.

Dalan Kimya Endustri As

Tibet Ithalat Ihracat Ve Kozmetik San As

Turkey, Personal Hygiene, Anti-perspirants & Deodorants, Bath & Shower Products, Soap, Body Spray, Aerosol Anti-perspirant, Roll-on Deodorants, Sticks & Solids, Deodorant Creams, Deodorant Wipes, Shower Products, Liquid Bath Products, Bar Soap, Liquid Soap, Hypermarkets & Supermarkets, Convenience Stores, Health & Beauty Stores, Channel Share, Brand Share, Market Share, Packaging, Materials, Containers, Closure, Outer, Volume Share, Value Share


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