"Laundry Care in Turkey" Published

Laundry care continued to grow by 6% in volume terms in 2015, largely thanks to a rapid increase in the urban population. Despite stagnation in consumers’ incomes, laundry care registered a similar volume performance to the review period CAGR in 2015. Stagnation in consumers’ incomes resulted in higher number of Turkish consumers opting for economy products, rather than completely avoiding purchasing laundry care products; thus volume sales were not significantly affected by this phenomenon at the end of the review period.

Competitive Landscape

Unilever Türk continued to lead laundry care in 2015, with a 36% value share, owing to the company’s strong presence over many years in flagship laundry care categories such as laundry detergents and fabric softeners. It has highly recognised brands, namely Omo, Rinso and Yumos, along with an extensive distribution network. The company enjoys the advantage of offering products at both ends of the price scale, and retained its lead in value terms in 2015, given the significant shift towards economy products in laundry care in Turkey, as consumers’ incomes stagnated at the end of the review period.

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Industry Prospects

It is expected that laundry care will register a value CAGR of 2% at constant 2015 prices over the forecast period, despite the prospective stagnation in consumer expenditure, as the increasing urban population will continue to boost the demand for laundry care products. Nevertheless, the negative economic outlook is expected to affect laundry care to some extent during the forecast period, as the category is expected to demonstrate a relatively lower value CAGR compared with the value CAGR of 3% at constant 2015 prices seen in the review period.

Report Overview

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

The Laundry 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

Our market research reports answer questions such as:

* What is the market size of Laundry Care in Turkey?
* What are the major brands in Turkey?

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