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Tissue and Hygiene in Turkey

Publisher Euromonitor International
Published Mar 25, 2025
Length 56 Pages
SKU # EP19892290

Description

Value sales of tissue and hygiene maintained robust value growth in Turkey in 2024, albeit at a lower rate compared to the significant highs of the past two years. Indeed, value sales achieved triple-digit growth in the 2022-2023 period, while 2024 has seen this fall back into strong double-digits. However, these levels of value growth are attributed to the significant spikes seen in inflation over the same period and, within this context, consumers have also become more price-sensitive, with an...

Euromonitor International's Tissue and Hygiene in Turkey report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Away-from-Home Tissue and Hygiene, Retail Tissue and Hygiene, Rx/Reimbursement adult incontinence, Total Tissue and Hygiene.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Tissue and Hygiene market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

56 Pages
Tissue and Hygiene in Turkey
Euromonitor International
March 2025
List Of Contents And Tables
TISSUE AND HYGIENE IN TURKEY
EXECUTIVE SUMMARY
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
MARKET INDICATORS
Table 1 Birth Rates 2019-2024
Table 2 Infant Population 2019-2024
Table 3 Female Population by Age 2019-2024
Table 4 Total Population by Age 2019-2024
Table 5 Households 2019-2024
Table 6 Forecast Infant Population 2024-2029
Table 7 Forecast Female Population by Age 2024-2029
Table 8 Forecast Total Population by Age 2024-2029
Table 9 Forecast Households 2024-2029
MARKET DATA
Table 10 Retail Sales of Tissue and Hygiene by Category: Value 2019-2024
Table 11 Retail Sales of Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 12 NBO Company Shares of Retail Tissue and Hygiene: % Value 2020-2024
Table 13 LBN Brand Shares of Retail Tissue and Hygiene: % Value 2021-2024
Table 14 Penetration of Private Label in Retail Tissue and Hygiene by Category: % Value 2019-2024
Table 15 Distribution of Retail Tissue and Hygiene by Format: % Value 2019-2024
Table 16 Distribution of Retail Tissue and Hygiene by Format and Category: % Value 2024
Table 17 Forecast Retail Sales of Tissue and Hygiene by Category: Value 2024-2029
Table 18 Forecast Retail Sales of Tissue and Hygiene by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES
Summary 1 Research Sources
MENSTRUAL CARE IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Towels perform well, supporting robust growth, with more modern options gaining attention
Players are balanced between global, local, and private label
Discounters leads distribution in menstrual care, having gradually taken over from supermarkets
PROSPECTS AND OPPORTUNITIES
Menstrual care will maintain a healthy CAGR over the forecast period
Premium designs and eco-friendly innovations will drive developments
E-commerce expected to maintain growth, but remain comparably modest in share
CATEGORY DATA
Table 19 Retail Sales of Menstrual Care by Category: Value 2019-2024
Table 20 Retail Sales of Menstrual Care by Category: % Value Growth 2019-2024
Table 21 Retail Sales of Tampons by Application Format: % Value 2019-2024
Table 22 NBO Company Shares of Retail Menstrual Care: % Value 2020-2024
Table 23 LBN Brand Shares of Retail Menstrual Care: % Value 2021-2024
Table 24 Forecast Retail Sales of Menstrual Care by Category: Value 2024-2029
Table 25 Forecast Retail Sales of Menstrual Care by Category: % Value Growth 2024-2029
NAPPIES/DIAPERS/PANTS IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Nappies/diapers/pants sees the strongest performance across tissue and hygiene, despite falling birth rates
The Sleepy brand maintains its leadership thanks to ongoing innovations and a strong brand profile
Supermarkets remains the leading distribution channel, with discounters also strong and e-commerce growing its share
PROSPECTS AND OPPORTUNITIES
A positive CAGR expected, with economic improvements balancing declining birthrates
Innovations and niche products to stimulate competition and drive growth
E-commerce will continue to grow its share
CATEGORY DATA
Table 26 Retail Sales of Nappies/Diapers/Pants by Category: Value 2019-2024
Table 27 Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2019-2024
Table 28 NBO Company Shares of Retail Nappies/Diapers/Pants: % Value 2020-2024
Table 29 LBN Brand Shares of Retail Nappies/Diapers/Pants: % Value 2021-2024
Table 30 Forecast Retail Sales of Nappies/Diapers/Pants by Category: Value 2024-2029
Table 31 Forecast Retail Sales of Nappies/Diapers/Pants by Category: % Value Growth 2024-2029
RETAIL ADULT INCONTINENCE IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Light retail adult incontinence options show the strongest growth, while the largest category is seen in moderate/heavy options
Strong investments from local companies intensify competition
Health and beauty specialists remain the strongest channel, albeit losing share to the growth of supermarkets and e-commerce
PROSPECTS AND OPPORTUNITIES
Retail adult incontinence maintains good potential for ongoing growth
Innovations which offer enhanced comfort and sustainability options are expected
Shifting distribution dynamics will be seen in the rise of e-commerce and expanding retail channels
CATEGORY DATA
Table 32 Sales of Retail Adult Incontinence by Category: Value 2019-2024
Table 33 Sales of Retail Adult Incontinence by Category: % Value Growth 2019-2024
Table 34 NBO Company Shares of Retail Adult Incontinence: % Value 2020-2024
Table 35 LBN Brand Shares of Retail Adult Incontinence: % Value 2021-2024
Table 36 Forecast Sales of Retail Adult Incontinence by Category: Value 2024-2029
Table 37 Forecast Sales of Retail Adult Incontinence by Category: % Value Growth 2024-2029
RX/REIMBURSEMENT ADULT INCONTINENCE IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rx/reimbursement adult incontinence continues to be a larger category than retail adult incontinence
Canped maintains its place as the leading Rx/reimbursement brand
Medical supply stores continue to be the main channel of distribution
PROSPECTS AND OPPORTUNITIES
A healthy CAGR is expected for Rx/reimbursement adult incontinence, thanks to simplified procedures
Rx/reimbursement options to benefit from innovations seen in the retail channel
E-commerce and grocery retailers set to increase their share, but medical supply stores will maintain the strongest distribution
CATEGORY DATA
Table 38 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2019-2024
Table 39 Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2019-2024
Table 40 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP 2024-2029
Table 41 Forecast Sales of Rx/Reimbursement Adult Incontinence: Total Value MSP Growth 2024-2029
WIPES IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Variable volume performances seen across different categories of wipes, while value remains strong
BIM maintains its overall lead thanks to its strength in personal wipes and all purpose wipes
Discounters is the leading channel whilst the share of e-commerce is growing
PROSPECTS AND OPPORTUNITIES
A healthy CAGR is expected for wipes over the forecast period
New products are expected to align with rising consumer demand for natural and eco-friendly products
E-commerce is expected to gain prominence
CATEGORY DATA
Table 42 Retail Sales of Wipes by Category: Value 2019-2024
Table 43 Retail Sales of Wipes by Category: % Value Growth 2019-2024
Table 44 NBO Company Shares of Retail Wipes: % Value 2020-2024
Table 45 LBN Brand Shares of Retail Wipes: % Value 2021-2024
Table 46 Forecast Retail Sales of Wipes by Category: Value 2024-2029
Table 47 Forecast Retail Sales of Wipes by Category: % Value Growth 2024-2029
RETAIL TISSUE IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Retail tissue maintains positive growth thanks to necessity of such products
Volume lead held by discounter BIM, while Eczacibasi Tuketim Urunleri San ve Tic holds the value lead
Discounters maintains its lead and dynamic growth, while e-commerce continues to develop
PROSPECTS AND OPPORTUNITIES
A healthy CAGR set to continue, with paper towels showing the strongest growth
The launch of high quality and multi-purpose products expected to drive value growth
Discounters to remain to be the main channel of distribution
CATEGORY DATA
Table 48 Retail Sales of Tissue by Category: Value 2019-2024
Table 49 Retail Sales of Tissue by Category: % Value Growth 2019-2024
Table 50 NBO Company Shares of Retail Tissue: % Value 2020-2024
Table 51 LBN Brand Shares of Retail Tissue: % Value 2021-2024
Table 52 Forecast Retail Sales of Tissue by Category: Value 2024-2029
Table 53 Forecast Retail Sales of Tissue by Category: % Value Growth 2024-2029
AWAY-FROM-HOME TISSUE AND HYGIENE IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Away from home tissue and hygiene shows a strong performance, with AFH tissue being the most robust
Ageing population drives sales of AFH adult incontinence products
Incontinence products are mainly sold through a tender process
PROSPECTS AND OPPORTUNITIES
On-trade and retail outlets will drive AFH tissue sales, with AFH toilet paper in the lead
Ageing population will continue to simulate sales of AFH incontinence products
Competition will mainly be based on offering the best price/quality ratio
CATEGORY DATA
Table 54 Sales of Away-From-Home Tissue and Hygiene by Category: Value 2019-2024
Table 55 Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2019-2024
Table 56 Sales of Away-From-Home Paper Towels by Type: % Value 2019-2024
Table 57 Distribution of Away-From-Home Tissue and Hygiene by Format: % Value 2019-2024
Table 58 Distribution of Away-From-Home Tissue and Hygiene by Format and Category: % Value 2024
Table 59 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: Value 2024-2029
Table 60 Forecast Sales of Away-From-Home Tissue and Hygiene by Category: % Value Growth 2024-2029

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