Dishwashing in Turkey - New Market Research Report

Growth in 2013 was stimulated by new product launches by the leading companies, which were highly innovative and supported by increased advertising investments. In April 2013, Henkel extended its Pril product by launching new Pril Multi-Perfect Jel. In September 2012, Hayat Kimya Sanayi introduced its new hand dishwashing detergent, Bingo Dynamic Saray Mutfagi. In 2012, Procter & Gamble launched a money back campaign for its Fairy product, which emphasised the reliability and quality of the newly-launched product.

Competitive Landscape

Reckitt Benckiser led dishwashing with a 32% value share in 2013 with its Finish brand, which also led the automatic dishwashing category. Henkel followed with a 31% value share in dishwashing with its Pril brand, which led in hand dishwashing with a 42% value share. Procter & Gamble's Fairy brand was the closest competitor to Henkel's Pril brand in hand dishwashing. Hayat Kimya ranked fifth in dishwashing with a value share of 9%. The strong performance of these companies was due to their high brand awareness and consumer trust, successful new product launches and advertising campaigns, investments in other marketing activities, and their wide distribution.

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Industry Prospects

It is expected that new product developments and investments in advertising and other marketing activities will lead to positive growth rates in dishwashing over the forecast period. With the increasing number of working females and the changing expectations of consumers, new product developments are expected to provide multi-functionality and quicker and more effective cleaning. It is also anticipated that companies will increase their investments in marketing activities to consolidate and strengthen their positions in dishwashing.

Report Overview

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

The Dishwashing 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 Dishwashing in Turkey?

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