Air Care in Turkey - New Study Released

Procter & Gamble Tuketim Mallari penetrated air care in Turkey in 2014 with its global brand Febreze, and this offset the downwards trend in volume sales in air care in Turkey, given that the category registered a 1% volume decline in 2013, stagnant volume growth in 2014, and finally growth of 1% at the end of the review period. The company’s very aggressive omni-channel marketing strategy and the rapid expansion of the product range were the key factors contributing to growth in the later stages of the review period. On the other hand, growth was not very dynamic in 2015, considering single-digit current value growth of 7% was realised in 2015, largely due to increasing health concerns. In order words, the further volume and value growth of air care was hindered in 2015, as more consumers were aware of the potential harmful effects of the chemicals used in air care products, and therefore avoided purchasing them.

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Competitive Landscape

International giants Reckitt Benckiser and Johnson Wax held the two leading positions in air care in 2015, with value shares of 39% and 32% respectively. This is largely due to the fact that both Reckitt Benckiser’s Air Wick brand and Johnson Wax’s Glade brand have very strong awareness and extensive availability across retailers.

Industry Prospects

Air care is set to see a negative value CAGR of 1% at constant 2015 prices over the forecast period, despite a positive volume CAGR of 1%. This is an inevitable consequence of the rapid downwards trend expected in the average unit price. It is predicted that the average unit price will decline by 11% over the forecast period to 2020 at constant 2015 prices, due to the fact that players will avoid raising prices significantly, as the competition has become much fiercer, particularly after the entry of Procter & Gamble and the rise in sales of more economical private label air care products.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Turkey market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country



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