Just Published: "Home Insecticides in Turkey"

Despite the double-digit current value growth of 11% registered in home insecticides in Turkey during 2014, only static volume growth was recorded in the category over the course of the year. This was a very performance to the 2% volume CAGR realised in the category over the entire review period. The reason for the static volume growth recorded in home insecticides over the course of 2014 was the more frequent and effective precautions taken by municipalities against insects over the review period. Nevertheless, the current value growth of 11% recorded numbers of this is during 2014 was still a superior performance to the current value CAGR of 10% place in the category over the entire review period, with this acceleration in growth attributable mainly to rapidly increasing unit prices in the category. The declining exchange value of the Turkish lira against the euro and the US dollars led to an increase being recorded in the average unit price of home insecticides in 2014, with average unit prices up by between 8% and 10% across all home insecticides categories during 2014.

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Competitive Landscape

Johnson Wax AS continued to dominate home insecticides in Turkey during 2014 with a value share of 54%, thanks mainly to the strong consumer awareness, long-presence and widespread availability of the company’s Raid and Baygon brands. The second leading company in home insecticides during 2014 was Eczacibasi Ilac San ve Tic AS, a considering company of the Eczacibasi Group, with a value share of 26%. Each of these companies has been able to enjoy the first mover advantage within home insecticides.

Industry Prospects

Home insecticides is expected to record marginal value growth in constant 2014 terms over the forecast period. The limited growth expected in the category is set to be mainly due to the fact that increasing numbers of Turkish municipalities are taken a more proactive role in the application of insecticides, obviating the need for consumers to use home insecticides. In addition, improving sanitation is set to be another key factor underpinning the very slow growth expected in home insecticides over the forecast period. Somewhat predictably, the marginal value CAGR expected in the category in constant 2014 terms over the forecast period is set to be a substantially inferior performance to the 2% value CAGR recorded in home insecticides in constant 2014 terms over the review period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Insecticides 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.

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