Table of Content

Dishwashing in Turkey
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

KEY DATA FINDINGS
2020 IMPACT
Volume growth of dishwashing gets a boost in 2020 as children and many working adults stay, eat and wash more dishes at home due to the COVID-19 pandemic
Hand dishwashing sees volume growth in 2020 despite encouragement to save water by foregoing rinsing dishes before putting them into the dishwasher
Consumers continue to shift away from automatic dishwashing powders towards highly concentrated and increasingly affordable dishwashing tablets in 2020
RECOVERY AND OPPORTUNITIES
Driven by automatic dishwashing tablets, dishwashing overall is set to see a slightly higher volume CAGR in 2021 and beyond than it enjoyed over the review period
New launches are expected to be similar to what Henkel and Procter & Gamble introduced in 2020 – that is, focused on greater hygiene and on natural ingredients
While leading hand dishwashing brands are set to remain the most popular, private label offering more value for money is likely to gain more traction in this arena
CATEGORY INDICATORS
Table 1 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 2 Sales of Dishwashing by Category: Value 2015-2020
Table 3 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 5 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 6 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 7 Forecast Sales of Dishwashing by Category: % 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 8 Households 2015-2020
MARKET DATA
Table 9 Sales of Home Care by Category: Value 2015-2020
Table 10 Sales of Home Care by Category: % Value Growth 2015-2020
Table 11 NBO Company Shares of Home Care: % Value 2016-2020
Table 12 LBN Brand Shares of Home Care: % Value 2017-2020
Table 13 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 14 Distribution of Home Care by Format: % Value 2015-2020
Table 15 Distribution of Home Care by Format and Category: % Value 2020
Table 16 Forecast Sales of Home Care by Category: Value 2020-2025
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources