Personal Hygiene in Turkey to 2013

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Market	Consumer Goods
Report Type	Market Research
Country	Turkey
Published	9 October 2009
Number of Pages	134
Report Delivery	Email
Delivery Lead Time	-
Publisher	Datamonitor
File Format	-

Introduction

This databook provides key data and information on the personal hygiene market in Turkey. This report is a comprehensive resource for market, category and segment level data including value, volume, distribution share and company & brand share. This report also provides expenditure and consumption data for the historic and forecast periods.

Scope

*Contains information on three categories: deodorants, soap and bath & shower products

*Market,category and segment level information on value, volume, and expenditure & consumption, with historic (2003-2008) and forecast (2009-2013) data

*Category level company and brand share as well as distribution share information for 2007 and 2008

*Review of the top two companies within the personal hygiene market, including company overview, key facts and business description

Highlights

The market for personal hygiene in Turkey increased at a compound annual growth rate of 6.5% between 2003 and 2008.

The Soap category led the personal hygiene market in Turkey, accounting for a share of 56.5%.

Leading players in Turkish personal hygiene market include Unilever, Beiersdorf AG and Procter & Gamble Company, The.

Reasons to Purchase

*Develop business strategies by understanding the quantitative trends within the personal hygiene market in Turkey

*Design effective marketing and sales strategies by identifying key market categories and segments

*Identify key players within the market to plan lucrative M&A, partnerships and agreements

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TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: personal hygiene 2
Summary category level: bath & shower products 3
Summary category level: deodorants 4
Summary category level: soap 5
Chapter 2 Introduction 6
What is this report about? 6
How to use this report 6
Market definition 7
Chapter 3 Market Overview 20
Value analysis (Turkish Lira), 2003?08 20
Value analysis (Turkish Lira), 2008?13 21
Value analysis (US dollars), 2003?08 23
Value analysis (US dollars), 2008?13 23
Volume analysis, 2003?08 25
Volume analysis, 2008?13 26
Company and brand share analysis 28
Distribution analysis 31
Expenditure and consumption per capita 33
Chapter 4 Leading Company Profiles 36
Unilever 36
Beiersdorf AG 38
Chapter 5 Category Analysis: Bath & shower products 40
Value analysis (Turkish Lira), 2003?08 40
Value analysis (Turkish Lira), 2008?13 41
Value analysis (US dollars), 2003?08 43
Value analysis (US dollars), 2008?13 43
Volume analysis, 2003?08 45
Volume analysis, 2008?13 46
Company and brand share analysis 48
Distribution analysis 51
Expenditure and consumption per capita 53
Chapter 6 Category Analysis: Deodorants 56
Value analysis (Turkish Lira), 2003?08 56
Value analysis (Turkish Lira), 2008?13 57
Value analysis (US dollars), 2003?08 59
Value analysis (US dollars), 2008?13 60
Volume analysis, 2003?08 62
Volume analysis, 2008?13 63
Company and brand share analysis 66
Distribution analysis 69
Expenditure and consumption per capita 71
Chapter 7 Category Analysis: Soap 77
Value analysis (Turkish Lira), 2003?08 77
Value analysis (Turkish Lira), 2008?13 78
Value analysis (US dollars), 2003?08 80
Value analysis (US dollars), 2008?13 80
Volume analysis, 2003?08 82
Volume analysis, 2008?13 83
Company and brand share analysis 85
Distribution analysis 88
Expenditure and consumption per capita 90
Chapter 8 Country Comparison 93
Value 93
Volume 97
Market share 101
Chapter 9 PESTLE Analysis 102
Summary 102
Political analysis 103
Economic analysis 106
Social analysis 109
Technological analysis 112
Legal analysis 115
Environmental analysis 118
Chapter 10 New Product Development 121
Product launches over time 121
Recent product launches 123
Chapter 11 Macroeconomic Profile 124
Macroeconomic indicators 124
Chapter 12 Research Methodology 129
Methodology overview 129
Secondary research 130
Market modeling 131
Creating an initial data model 131
Revising the initial data model 131
Creating a final estimate 132
Creating demographic value splits 132
Primary research 132
Data finalization 133
Ongoing research 133
Chapter 13 APPENDIX 134
Future readings 134
How to contact experts in your industry 134
Disclaimer 134

LIST OF FIGURES
Figure 1: Turkey personal hygiene value and value forecast, 2003?13 (TRYm, nominal prices) 22
Figure 2: Turkey personal hygiene category growth comparison, by value, 2003?13 24
Figure 3: Turkey personal hygiene volume and volume forecast, 2003?13 (units, million) 27
Figure 4: Turkey personal hygiene category growth comparison, by volume, 2003?13 27
Figure 5: Turkey personal hygiene company share, by value, 2007?08 (%) 29
Figure 6: Turkey personal hygiene distribution channels, by value, 2007?08 (%) 32
Figure 7: Turkey bath & shower products value and value forecast, 2003?13 (TRYm, nominal prices) 42
Figure 8: Turkey bath & shower products category growth comparison, by value, 2003?13 44
Figure 9: Turkey bath & shower products volume and volume forecast, 2003?13 (units, million) 47
Figure 10: Turkey bath & shower products category growth comparison, by volume, 2003?13 47
Figure 11: Turkey bath & shower products company share, by value, 2007?08 (%) 49
Figure 12: Turkey bath & shower products distribution channels, by value, 2007?08 (%) 52
Figure 13: Turkey deodorants value and value forecast, 2003?13 (TRYm, nominal prices) 58
Figure 14: Turkey deodorants category growth comparison, by value, 2003?13 61
Figure 15: Turkey deodorants volume and volume forecast, 2003?13 (units, million) 64
Figure 16: Turkey deodorants category growth comparison, by volume, 2003?13 65
Figure 17: Turkey deodorants company share, by value, 2007?08 (%) 67
Figure 18: Turkey deodorants distribution channels, by value, 2007?08 (%) 70
Figure 19: Turkey soap value and value forecast, 2003?13 (TRYm, nominal prices) 79
Figure 20: Turkey soap category growth comparison, by value, 2003?13 81
Figure 21: Turkey soap volume and volume forecast, 2003?13 (units, million) 84
Figure 22: Turkey soap category growth comparison, by volume, 2003?13 84
Figure 23: Turkey soap company share, by value, 2007?08 (%) 86
Figure 24: Turkey soap distribution channels, by value, 2007?08 (%) 89
Figure 25: Global personal hygiene market split (value terms, 2008), top five countries 94
Figure 26: Global personal hygiene market value, 2003–08, top five countries 96
Figure 27: Global personal hygiene market split (volume terms, 2008), top five countries 98
Figure 28: Global personal hygiene market volume, 2003–08, top five countries 100
Figure 29: Annual data review process 130

LIST OF TABLES
Table 1: Personal hygiene category definitions 8
Table 2: Personal hygiene distribution channels 9
Table 3: Turkey personal hygiene value, 2003?08 (TRYm, nominal prices) 20
Table 4: Turkey personal hygiene value forecast, 2008?13 (TRYm, nominal prices) 21
Table 5: Turkey personal hygiene value, 2003?08 ($m, nominal prices) 23
Table 6: Turkey personal hygiene value forecast, 2008?13 ($m, nominal prices) 23
Table 7: Turkey personal hygiene volume, 2003?08 (units, million) 25
Table 8: Turkey personal hygiene volume forecast, 2008?13 (units, million) 26
Table 9: Turkey personal hygiene brand share, by value, 2007?08 (%) 28
Table 10: Turkey personal hygiene value, by brand 2007?08 (TRYm, nominal prices) 28
Table 11: Turkey personal hygiene company share by value, 2007?08 (%) 30
Table 12: Turkey personal hygiene value, by company, 2007?08 (TRYm, nominal prices) 30
Table 13: Turkey personal hygiene distribution channels, by value, 2007?08 (%) 31
Table 14: Turkey personal hygiene value, by distribution channel, 2007?08 (TRYm, nominal prices) 31
Table 15: Turkey personal hygiene expenditure per capita, 2003?08 (TRY, nominal prices) 33
Table 16: Turkey personal hygiene forecast expenditure per capita, 2008?13 (TRY, nominal prices) 33
Table 17: Turkey personal hygiene expenditure per capita, 2003?08 ($, nominal prices) 34
Table 18: Turkey personal hygiene forecast expenditure per capita, 2008?13 ($, nominal prices) 34
Table 19: Turkey personal hygiene consumption per capita, 2003?08 (units) 35
Table 20: Turkey personal hygiene forecast consumption per capita, 2008?13 (units) 35
Table 21: Unilever key facts 36
Table 22: Beiersdorf AG key facts 38
Table 23: Turkey bath & shower products value, 2003?08 (TRYm, nominal prices) 40
Table 24: Turkey bath & shower products value forecast, 2008?13 (TRYm, nominal prices) 41
Table 25: Turkey bath & shower products value, 2003?08 ($m, nominal prices) 43
Table 26: Turkey bath & shower products value forecast, 2008?13 ($m, nominal prices) 43
Table 27: Turkey bath & shower products volume, 2003?08 (units, million) 45
Table 28: Turkey bath & shower products volume forecast, 2008?13 (units, million) 46
Table 29: Turkey bath & shower products brand share, by value, 2007?08 (%) 48
Table 30: Turkey bath & shower products value, by brand 2007?08 (TRYm, nominal prices) 48
Table 31: Turkey bath & shower products company share by value, 2007?08 (%) 50
Table 32: Turkey bath & shower products value, by company, 2007?08 (TRYm, nominal prices) 50
Table 33: Turkey bath & shower products distribution channels, by value, 2007?08 (%) 51
Table 34: Turkey bath & shower products value, by distribution channel, 2007?08 (TRYm, nominal prices) 51
Table 35: Turkey bath & shower products expenditure per capita, 2003?08 (TRY, nominal prices) 53
Table 36: Turkey bath & shower products forecast expenditure per capita, 2008?13 (TRY, nominal prices) 53
Table 37: Turkey bath & shower products expenditure per capita, 2003?08 ($, nominal prices) 54
Table 38: Turkey bath & shower products forecast expenditure per capita, 2008?13 ($, nominal prices) 54
Table 39: Turkey bath & shower products consumption per capita, 2003?08 (units) 55
Table 40: Turkey bath & shower products forecast consumption per capita, 2008?13 (units) 55
Table 41: Turkey deodorants value, 2003?08 (TRYm, nominal prices) 56
Table 42: Turkey deodorants value forecast, 2008?13 (TRYm, nominal prices) 57
Table 43: Turkey deodorants value, 2003?08 ($m, nominal prices) 59
Table 44: Turkey deodorants value forecast, 2008?13 ($m, nominal prices) 60
Table 45: Turkey deodorants volume, 2003?08 (units, million) 62
Table 46: Turkey deodorants volume forecast, 2008?13 (units, million) 63
Table 47: Turkey deodorants brand share, by value, 2007?08 (%) 66
Table 48: Turkey deodorants value, by brand 2007?08 (TRYm, nominal prices) 66
Table 49: Turkey deodorants company share by value, 2007?08 (%) 68
Table 50: Turkey deodorants value, by company, 2007?08 (TRYm, nominal prices) 68
Table 51: Turkey deodorants distribution channels, by value, 2007?08 (%) 69
Table 52: Turkey deodorants value, by distribution channel, 2007?08 (TRYm, nominal prices) 69
Table 53: Turkey deodorants expenditure per capita, 2003?08 (TRY, nominal prices) 71
Table 54: Turkey deodorants forecast expenditure per capita, 2008?13 (TRY, nominal prices) 72
Table 55: Turkey deodorants expenditure per capita, 2003?08 ($, nominal prices) 73
Table 56: Turkey deodorants forecast expenditure per capita, 2008?13 ($, nominal prices) 74
Table 57: Turkey deodorants consumption per capita, 2003?08 (units) 75
Table 58: Turkey deodorants forecast consumption per capita, 2008?13 (units) 76
Table 59: Turkey soap value, 2003?08 (TRYm, nominal prices) 77
Table 60: Turkey soap value forecast, 2008?13 (TRYm, nominal prices) 78
Table 61: Turkey soap value, 2003?08 ($m, nominal prices) 80
Table 62: Turkey soap value forecast, 2008?13 ($m, nominal prices) 80
Table 63: Turkey soap volume, 2003?08 (units, million) 82
Table 64: Turkey soap volume forecast, 2008?13 (units, million) 83
Table 65: Turkey soap brand share, by value, 2007?08 (%) 85
Table 66: Turkey soap value, by brand 2007?08 (TRYm, nominal prices) 85
Table 67: Turkey soap company share by value, 2007?08 (%) 87
Table 68: Turkey soap value, by company, 2007?08 (TRYm, nominal prices) 87
Table 69: Turkey soap distribution channels, by value, 2007?08 (%) 88
Table 70: Turkey soap value, by distribution channel, 2007?08 (TRYm, nominal prices) 88
Table 71: Turkey soap expenditure per capita, 2003?08 (TRY, nominal prices) 90
Table 72: Turkey soap forecast expenditure per capita, 2008?13 (TRY, nominal prices) 90
Table 73: Turkey soap expenditure per capita, 2003?08 ($, nominal prices) 91
Table 74: Turkey soap forecast expenditure per capita, 2008?13 ($, nominal prices) 91
Table 75: Turkey soap consumption per capita, 2003?08 (units) 92
Table 76: Turkey soap forecast consumption per capita, 2008?13 (units) 92
Table 77: Global personal hygiene market value, 2008 93
Table 78: Global personal hygiene market split (value terms ($m), 2008), top five countries 96
Table 79: Global personal hygiene market volume, 2008 97
Table 80: Global personal hygiene market split (volume terms, 2008), top five countries 100
Table 81: Leading players, top five countries 101
Table 82: Analysis of Turkey’s political landscape 103
Table 83: Analysis of Turkey’s economy 106
Table 84: Analysis of Turkey’s social system 109
Table 85: Analysis of Turkey’s technology landscape 112
Table 86: Patents received from the US Patent and Trademark Office by country 114
Table 87: Analysis of Turkey’s legal landscape 115
Table 88: Analysis of Turkey’s environmental landscape 118
Table 89: Turkey personal hygiene new product launches reports, by company (top five companies), 2008 121
Table 90: Turkey personal hygiene new product launches SKUs, by company (top five companies), 2008 121
Table 91: Turkey personal hygiene new product launches (reports), by flavor and fragrances (top 10 flavors), 2008 122
Table 92: Turkey personal hygiene new product launches (reports), by ingredients (top 10 ingredients), 2008 122
Table 93: Turkey personal hygiene new product launches (reports), by package tags or claims (top 10 claims), 2008 123
Table 94: Turkey personal hygiene new product launches (reports) - Recent five launches (2008) 123
Table 95: Turkey population, by age group, 2003?08 (millions) 124
Table 96: Turkey population forecast, by age group, 2008?13 (millions) 125
Table 97: Turkey population, by gender, 2003?08 (millions) 125
Table 98: Turkey population forecast, by gender, 2008?13 (millions) 126
Table 99: Turkey nominal GDP, 2003?08 (TRYbn, nominal prices) 126
Table 100: Turkey nominal GDP forecast, 2008?13 (TRYbn, nominal prices) 126
Table 101: Turkey real GDP, 2003?08 (TRYbn, 2000 prices) 127
Table 102: Turkey real GDP forecast, 2008?13 (TRYbn, 2000 prices) 127
Table 103: Turkey real GDP, 2003?08 ($bn, 2000 prices) 127
Table 104: Turkey real GDP forecast, 2008?13 ($bn, 2000 prices) 128
Table 105: Turkey consumer price index, 2003?08 (2000=100) 128
Table 106: Turkey consumer price index, 2008?13 (2000=100) 128

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