"Bleach in Turkey" Published

In 2013 bleach sales continued to grow due to the traditionally wide usage of bleach and ongoing consumer awareness of hygiene. Turkish consumers believe that bleach provides the best hygiene in home cleaning, from surfaces to the toilet. When compared to other countries, in Turkey, annual bleach consumption is very high, reaching 11 litres per household annually in 2013. Moreover, Turkish consumers tend to use two different bleach products for kitchen cleaning and bathroom cleaning. This wide usage area enhanced demand for bleach. Leading companies aim to address the basic consumer need for hygiene.

Competitive Landscape

In 2013, Unilever continued to lead retail value sales in bleach with a 59% value share, followed by Procter & Gamble with a 20% value share. Both companies' leading positions largely stemmed from their new product development and successful advertising campaigns. Unilever launched the first ultra-concentrated bleach product in Turkey in 2009, while Procter & Gamble's ACE brand was heavily advertised on television. Both companies enjoy high levels of brand awareness and consumer trust for their brands.

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Industry Prospects

The demand for higher levels of hygiene is expected to continue over the forecast period. It is likely that companies will try to meet the hygiene expectations of consumers by investing more in new product development with fortified formulae for better hygiene. Additionally, trade sources indicate that, together with hygiene, fragrance is also regarded as a prominent indicator of cleanliness which Turkish householders perceive as a matter of pride. It is anticipated that companies will extend their product ranges by introducing bleach products with extensive fragrance options. The expected new product launches over the forecast period will lead to positive value growth in bleach.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Bleach 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 Bleach industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The?Bleach 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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