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Consumer and Market Insights: Oral Hygiene in Turkey

Consumer and Market Insights: Oral Hygiene in Turkey

Summary

Turkey’s stable economic growth coupled with a large young population base will fuel the growth of Consumer Packaged Goods market in the country. In the Oral Hygiene market, Toothpaste is the leading value category while Toothbrushes & Replacement Heads category is forecast to register fastest growth during 2015-2020. Hypermarkets & Supermarkets is the leading distribution channel for Oral Hygiene products in the country. 

Key Findings

Among the six categories analyzed, Toothpaste is the leading value category, registering a CAGR of 5.8% during 2015-2020.

Hypermarkets & Supermarkets is the leading distribution channel accounting for 42.3% of the overall Oral Hygiene products distribution in Turkey.

The use of Tube container is forecast to grow at a CAGR of 4.3% during 2015-2020.

Glaxosmithkline Plc, The Procter & Gamble Company and Maxill Inc. are the leading market players in the country.

Synopsis

Canadean’s Consumer and Market Insights report on the Oral Hygiene market in Turkey provides insights on high growth categories to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?

Market data: Overall market value and volume data with growth analysis for 2010-2020

Category coverage: Value and growth analysis for Breath Fresheners (non-confectionery), Dental Floss, Denture Care, Mouthwash, Toothbrushes & Replacement Heads and Toothpaste with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020

Leading players: Market share of brands analysis from 2012-2015

Distribution data: Percentage of sales within each category through distribution channels such as Hypermarkets & Supermarkets, Health & Beauty Stores, Convenience Stores, and others in 2015

Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for Rigid Plastics, Flexible Packaging, Paper & Board and Rigid Metals; container data for: Tube, Blister Pack, Bottle and others

Reasons To Buy

Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning


Introduction
Report ScopeCountry Context
Macroeconomic indicators –Population and age structure, GDP and Consumer Price Index
Market Overview
Value and volume analysis for Turkish Oral Hygiene market
Historic and forecast consumption in Turkish Oral Hygiene market
Degree of trade up/down in Turkish Oral Hygiene market
Volume analysis by category
Historic and forecast value analysis by category
Winners and losers by category with change in market share
Average category level pricing
Segment share in a category (value terms) and change in market share
Retail Landscape and Key Distribution Channels
Leading retailers in Turkey Cosmetics & Toiletries market
Leading distribution channels (value terms) in Turkish Oral Hygiene market
Leading distribution channels (value terms) by category
Packaging
Oral Hygiene market by type of packaging material/container (in volume terms)
Oral Hygiene market by type of packaging closure/outer (in volume terms)
Oral Hygiene market by type of packaging, forecast (in volume terms)Brand Share
Market share of leading brands (in value terms) by category
Appendix
Country context
Category value and volume data
Sector Overview
Segment data
Packaging data
Category definitions
Segment definitions
Channel definitions
Methodology
About Canadean
List of Tables
Table 1: Market value analysis in TRY and US$, 2010-2020
Table 2: Market volume growth analysis, 2010-2020
Table 3: Exchange rate fluctuations: US$ to TRY
Table 4: Average prices (TRY and US$) by category, 2015
Table 5: Segment level analysis by category, 2015
Table 6: Leading retailers
Table 7: Leading brands by category, 2015
List of Figures
Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)
Figure 2: Consumers purchase behavior -Trading up/down, 2015
Figure 3: Market volume share analysis by category, 2015
Figure 4: Growth analysis by category, 2010-2020
Figure 5: Change in market share by category, 2015-2020
Figure 6: Leading distribution channels, overall Cosmetics & Toiletries market, 2011-2014
Figure 7: Leading distribution channels by category, 2015
Figure 8: Packaging analysis –key packaging material, type, closure and outer, 2015
Figure 9: Growth in key packaging material, type, closure and outer, 2015-2020
Figure 10: Brand share by categories, 2015

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