"Nappies/Diapers/Pants in Turkey" Published

Nappies/diapers/pants registered double-digit current value growth again during 2014 thanks to the rapid increase registered in the average unit price in the category as volume sales increased by 2%. Every year, more than one million babies are born in Turkey, a situation which has been in effect for several decades. However, by the end of the review period, Turkey’s birth rate was slowing down as a result of changing attitudes towards marriage and shifting gender roles deriving from increasing income and education levels among the Turkish population. In addition, rising income and education levels have resulted in stronger awareness of the importance of baby care.

Competitive Landscape

Procter & Gamble Tuketim Mallari Ltd Skt maintained its leading position in nappies/diapers/pants in Turkey during 2014 with its Pampers brand generating a value share of 42%. Procter & Gamble’s success in nappies/diapers/pants in Turkey can be attributed mainly to the company’s longstanding presence in the category and its very wide distribution network. Due to the fact that Procter & Gamble was the first mover and pioneer in nappies/diapers/pants in Turkey, Pampers brand enjoys the advantage of extremely strong brand awareness among Turkish consumers. The company’s heavy investment in marketing activities for the Pampers brand is another important factor underpinning the strong consumer awareness for the brand in Turkey.

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Industry Prospects

The penetration rate of nappies/diapers/pants is expected to continue increasing in Turkey during the forecast period and the category is expected to increase in value at a CAGR of 6%, while volume sales are expected to increase at a CAGR of 2% over the forecast period. Higher levels of urbanisation, along with increasing education levels, are set to lead to higher levels of baby care awareness and this is expected to have a positive influence on the performance of nappies/diapers/pants in Turkey over the forecast period.

Report Overview

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

The?Nappies/Diapers/Pants 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??

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