Wipes in Turkey - New Market Research Report

The most important determinant of growth in wipes during 2014 was the increasingly wide variety of ways in which wipes are used in Turkish households as the consumer demand for more convenient ways of performing everyday household tasks and chores increased as Turkish population became increasingly urban. Wipes offers consumers more effective and practical ways of performing various household tasks than more traditional products such as, tissues, napkins and reusable cloths. Towards the end of the review period, wipes were increasingly used for a wide variety of purposes such as surface cleaning, baby care, make-up removal and hand sanitisation. As a consequence, wipes registered strong current value growth of 12% in Turkey during 2014.

Competitive Landscape

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Local player Kardesler Ucan Yaglar Sanayi maintained the leadership of wipes in Turkey during 2014 with a value share of 11% thanks to the widespread availability and high consumer awareness of the company’s Fresh 'n' Soft brand. Another local manufacturer, Eczacibasi Hijyen Urunleri San ve Tic, maintained second position in wipes during 2014, also with a value share of 11%. Eczacibasi Hijyen Urunleri continues to benefit from the extensive distribution network and substantial marketing budget of its parent company Eczacibasi Group.

Industry Prospects

During the forecast period, it is expected that variety of ways in which wipes are used in Turkish households will become even wider and demand for more practical ways of performing various daily household and personal care tasks will continue to increase. Consequently, it is estimated that wipes will increase in value at a CAGR of 4% in constant 2014 terms over the forecast period.

Report Overview

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

The Wipes 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 Wipes in Turkey?
* What are the major brands in Turkey?
* What is the biggest category within household care wipes?

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