Table of Content

Bleach in Turkey
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

KEY DATA FINDINGS
2020 IMPACT
Bleach sales soar with the onset of COVID-19 in 2020, but per capita consumption is already high in Turkey, and market maturity limits its ability to see higher growth
With its disinfectant properties bleach remains an essential product for ensuring higher hygiene, and volume growth surges with the onset of COVID-19 in 2020
Consumers show interest in bleaches without chlorine as players introduce products designed to overcome disadvantages of strong scents and chemical content
RECOVERY AND OPPORTUNITIES
Market maturity is expected to limit growth potential for bleach over the forecast period, although the category will still benefit from higher hygiene consciousness
Domestos is set to maintain its strong leading position in Turkey, but private label offered through widespread discounters will become increasingly competitive
New product development is set to focus on products can claim to be more environmentally friendly and on packaging that is more user friendly
CATEGORY DATA
Table 1 Sales of Bleach: Value 2015-2020
Table 2 Sales of Bleach: % Value Growth 2015-2020
Table 3 NBO Company Shares of Bleach: % Value 2016-2020
Table 4 LBN Brand Shares of Bleach: % Value 2017-2020
Table 5 Forecast Sales of Bleach: Value 2020-2025
Table 6 Forecast Sales of Bleach: % Value Growth 2020-2025
EXECUTIVE SUMMARY
COVID-19 impact on home care
COVID-19 country impact
Company response
Retailing shift
What next for home care?
CHART 1 Home Care Value Sales Growth Scenarios: 2018-2025
CHART 2 Home Care Impact of Drivers on Value Sales: 2018-2025
MARKET INDICATORS
Table 7 Households 2015-2020
MARKET DATA
Table 8 Sales of Home Care by Category: Value 2015-2020
Table 9 Sales of Home Care by Category: % Value Growth 2015-2020
Table 10 NBO Company Shares of Home Care: % Value 2016-2020
Table 11 LBN Brand Shares of Home Care: % Value 2017-2020
Table 12 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 13 Distribution of Home Care by Format: % Value 2015-2020
Table 14 Distribution of Home Care by Format and Category: % Value 2020
Table 15 Forecast Sales of Home Care by Category: Value 2020-2025
Table 16 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources