New Study: Sanitary Protection in Turkey

Sanitary protection recorded remarkable current value growth of 11% in 2014, while volume sales increased by 9%. The increasing number of highly educated women among the Turkish population has led to increasing awareness of the importance of sanitary protection products in the country. As a result, the penetration of sanitary protection continued to increase towards the end of the review period, with per capita consumption reaching 31 units annually at the end of 2014. In spite of this, sanitary protection in Turkey maintains substantial potential for further growth, considering the fact that fewer than 70% of Turkish women aged between 13 and 45 use sanitary products, according to reports published recently in the trade press.

Competitive Landscape

Procter & Gamble Tuketim Mallari Sanayi Ltd Skt maintained its leading position in sanitary protection in Turkey during 2014 with a value share of 47% thanks to the high consumer awareness of the company’s flagship sanitary protection brand Always. The company’s long-term presence in sanitary protection and its broad distribution network throughout the country where the main reasons for the profile of the Always brand being so high among Turkish women.

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Industry Prospects

Sanitary protection is expected to increase in value at a CAGR of 7% in constant 2014 terms over the forecast period, a higher rate of growth than the 4% value CAGR recorded in the category in constant 2014 terms over the review period. This is set to be mainly be due to the anticipated increase in the penetration of sanitary products in some parts of Turkey, specifically rural areas and low-income neighbourhoods, as a consequence of consistent widening of the outlet networks of Turkey’s leading discounters chains. As a result, per capita consumption of sanitary protection products is expected to reach 49 units annually in 2019, up from 31 units in 2014.

Report Overview

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

The Sanitary Protection 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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