Table of Content

Home Care in Turkey
Euromonitor International
March 2021

List OF CONTENTS AND TABLES

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 1 Households 2015-2020
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2015-2020
Table 3 Sales of Home Care by Category: % Value Growth 2015-2020
Table 4 NBO Company Shares of Home Care: % Value 2016-2020
Table 5 LBN Brand Shares of Home Care: % Value 2017-2020
Table 6 Penetration of Private Label in Home Care by Category: % Value 2015-2020
Table 7 Distribution of Home Care by Format: % Value 2015-2020
Table 8 Distribution of Home Care by Format and Category: % Value 2020
Table 9 Forecast Sales of Home Care by Category: Value 2020-2025
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2020-2025
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
KEY DATA FINDINGS
2020 IMPACT
Hygienic concerns brought on by COVID-19 have the most significant impact on laundry care and boost higher demand for powder detergents in 2020
Availability in bulk and overall lower prices also prompt greater demand for powder detergents, benefiting both leading players and private label in 2020
Sales of spot and stain removers and other specialised products decline as lower disposable income forces consumers to restrict their purchases to essentials in 2020
RECOVERY AND OPPORTUNITIES
As home care market recovers to pre-pandemic conditions, growth of energy-saving liquid detergents is expected to surpass that of powder formats once again
Demand for extra hygiene is set to only increase, with companies expected to develop new products to meet this demand
Private label volume share is expected to rise with growing number of discounters and appearance of liquid detergents in that channel over the forecast period
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2015-2020
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2015-2020
Table 13 Sales of Laundry Care by Category: % Value Growth 2015-2020
Table 14 Sales of Laundry Aids by Category: Value 2015-2020
Table 15 Sales of Laundry Aids by Category: % Value Growth 2015-2020
Table 16 Sales of Laundry Detergents by Category: Value 2015-2020
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2015-2020
Table 18 NBO Company Shares of Laundry Care: % Value 2016-2020
Table 19 LBN Brand Shares of Laundry Care: % Value 2017-2020
Table 20 NBO Company Shares of Laundry Aids: % Value 2016-2020
Table 21 LBN Brand Shares of Laundry Aids: % Value 2017-2020
Table 22 NBO Company Shares of Laundry Detergents: % Value 2016-2020
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2017-2020
Table 24 Forecast Sales of Laundry Care by Category: Value 2020-2025
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2020-2025
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 26 Household Possession of Dishwashers 2015-2020
CATEGORY DATA
Table 27 Sales of Dishwashing by Category: Value 2015-2020
Table 28 Sales of Dishwashing by Category: % Value Growth 2015-2020
Table 29 NBO Company Shares of Dishwashing: % Value 2016-2020
Table 30 LBN Brand Shares of Dishwashing: % Value 2017-2020
Table 31 Forecast Sales of Dishwashing by Category: Value 2020-2025
Table 32 Forecast Sales of Dishwashing by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Surface care sees high volume growth in 2020, benefitting from greater concern for hygiene and higher use at home during and after the COVID-19 lockdown
Multi-purpose cleaners remain the most demanded, but specialised products like bathroom, kitchen and oven cleaners also see strong volume growth in 2020
E-commerce and discounters gain significant value growth, with the latter benefitting from greater accessibility, lower prices and wider offer of branded products in 2020
RECOVERY AND OPPORTUNITIES
Higher interest in hygiene resulting from the pandemic is set to sustain steady demand for specialised surface care products, boosting overall volume growth
Multinational companies are set to maintain their higher shares, but will face price pressure from private label and competition from local companies offering Arab Soap
Companies will focus on launching products that promise to provide additional hygiene and on natural, environmentally friendly products over the forecast period
CATEGORY DATA
Table 33 Sales of Surface Care by Category: Value 2015-2020
Table 34 Sales of Surface Care by Category: % Value Growth 2015-2020
Table 35 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2015-2020
Table 36 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2015-2020
Table 37 NBO Company Shares of Surface Care: % Value 2016-2020
Table 38 LBN Brand Shares of Surface Care: % Value 2017-2020
Table 39 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2016-2020
Table 40 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2017-2020
Table 41 Forecast Sales of Surface Care by Category: Value 2020-2025
Table 42 Forecast Sales of Surface Care by Category: % Value Growth 2020-2025
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 43 Sales of Bleach: Value 2015-2020
Table 44 Sales of Bleach: % Value Growth 2015-2020
Table 45 NBO Company Shares of Bleach: % Value 2016-2020
Table 46 LBN Brand Shares of Bleach: % Value 2017-2020
Table 47 Forecast Sales of Bleach: Value 2020-2025
Table 48 Forecast Sales of Bleach: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
More frequent use of toilets during COVID-19 lockdown contributes to greater demand for toilet care, especially for ITBs in 2020
Toilet liquids/foam takes a back seat to bleach and scouring agents with the onset of COVID-19 and greater hygiene concerns, but ITBs benefit from home stays in 2020
Multinational brands continue to be favoured for their better quality in 2020, but new local players with budget prices also gain traction over the year
RECOVERY AND OPPORTUNITIES
Post-COVID growth of toilet care is set to be slower in 2021 and beyond, with ITBs continuing to experience a higher share of volume sales over the forecast period
New product developments that incorporate bleach are expected to give toilet care an added boost over the forecast period
Value-added toilet care products similar to Bref DeLuxe with its evocative scents are expected to continue appealing to middle- and high-income Turkish consumers
CATEGORY DATA
Table 49 Sales of Toilet Care by Category: Value 2015-2020
Table 50 Sales of Toilet Care by Category: % Value Growth 2015-2020
Table 51 NBO Company Shares of Toilet Care: % Value 2016-2020
Table 52 LBN Brand Shares of Toilet Care: % Value 2017-2020
Table 53 Forecast Sales of Toilet Care by Category: Value 2020-2025
Table 54 Forecast Sales of Toilet Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Volume sales of polishes decline by double digits, as lockdowns and social distancing practices further reduce the demand for these products in 2020
COVID-19 exacerbates declining demand for polishes, as consumers continue to perceive these products as luxuries and stuck to what seemed essential in 2020
As discounters have little incentive to carry products with declining popularity, polishes continues to have little private label presence in Turkey
RECOVERY AND OPPORTUNITIES
Shoe polish is expected to be the only polishes category to enjoy positive volume growth over the forecast period, as demand for polishes overall continues to dwindle
Sales of floor, furniture and metal polishes are set to further decline in view of a weakening economy and a general perception that they are not essential products
Cigir expected to maintain its lead in polishes on the strength of its position in shoe polish, whereas Johnson Wax will likely keep gaining ground in smaller categories
CATEGORY DATA
Table 55 Sales of Polishes by Category: Value 2015-2020
Table 56 Sales of Polishes by Category: % Value Growth 2015-2020
Table 57 NBO Company Shares of Polishes: % Value 2016-2020
Table 58 LBN Brand Shares of Polishes: % Value 2017-2020
Table 59 Forecast Sales of Polishes by Category: Value 2020-2025
Table 60 Forecast Sales of Polishes by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Declining trend seen in air care in recent years intensifies as these products are considered luxuries and COVID-19 exacerbates the need for economising in 2020
Increased health and environmental awareness and concerns is another factor hindering higher volume growth for air care products in 2020
Facing stiffer competition from private label players like BIM, Procter & Gamble is among the branded players to successfully launch a more sophisticated product
RECOVERY AND OPPORTUNITIES
As negative impacts related to COVID-19 diminish and economy improves, air care is set to see positive, albeit single-digit volume CAGRs over the forecast period
New product developments set to be characterised by a reduction in chemical content and more variation in scents
With outlet expansion and pricing advantages private label is expected to increase its retail value share over the forecast period
CATEGORY DATA
Table 61 Sales of Air Care by Category: Value 2015-2020
Table 62 Sales of Air Care by Category: % Value Growth 2015-2020
Table 63 Sales of Air Care by Fragrance: Value Ranking 2018-2020
Table 64 NBO Company Shares of Air Care: % Value 2016-2020
Table 65 LBN Brand Shares of Air Care: % Value 2017-2020
Table 66 Forecast Sales of Air Care by Category: Value 2020-2025
Table 67 Forecast Sales of Air Care by Category: % Value Growth 2020-2025
KEY DATA FINDINGS
2020 IMPACT
Rising insect population in summer, while people are spending vacation time at home or in rentals due to COVID-19, boosts demand for home insecticides in 2020
Reluctance to use spray/aerosols causes a shift towards electric insecticides in 2020, but the former format remains popular, and continues to gain share from baits
Johnson Wax and domestic player Eczacibasi Ilac both strengthen their leading value share in home insecticides in 2020
RECOVERY AND OPPORTUNITIES
Volume growth is set be lower as higher demand for home insecticides related to COVID-19 behavioural changes in the summer diminishes from 2021 onwards
Electric insecticides is expected to demonstrate the highest growth, but demand for spray/aerosol formats is also expected to steadily grow
While private label home insecticides are yet unavailable, they are expected to pose a significant challenge to leading players once they are launched
CATEGORY DATA
Table 68 Sales of Home Insecticides by Category: Value 2015-2020
Table 69 Sales of Home Insecticides by Category: % Value Growth 2015-2020
Table 70 Sales of Spray/Aerosol Insecticides by Type: % Value 2015-2020
Table 71 NBO Company Shares of Home Insecticides: % Value 2016-2020
Table 72 LBN Brand Shares of Home Insecticides: % Value 2017-2020
Table 73 Forecast Sales of Home Insecticides by Category: Value 2020-2025
Table 74 Forecast Sales of Home Insecticides by Category: % Value Growth 2020-2025