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Turkey bath products market: Colgate-Palmolive the key industry leader with 23% value share
Bath and Shower in Turkey - a new market research report on 2014-04-17 07:29:02
In 2012, the top two ranking companies in Turkey bath products market and shower products industry were Colgate-Palmolive with 24% value share and Evyap with 19% value share. Both companies are very well established in the country. The Haci Sakir brand from Colgate-Palmolive is the oldest and one of the most trusted brands in the category. Additionally, the company´s Palmolive brand is particularly strong under body wash/shower gel, and its Protex brand is the leading antibacterial brand under bar soap and liquid soap. The success of its brands, along with the company´s continuous investment in new product developments and promotions, were the reasons why the company has managed to secure its position.

In 2012, bath and shower products saw good current value growth, largely stimulated by an increasing number of new product launches. Examples of new products in 2012 included Fa Cream & Oil by NBO Türk Henkel Kimya Sanayi ve Ticaret AS under body wash/shower gels and Protex bar soap especially designed for bathing by Colgate-Palmolive under bar soap. Additionally, better economic conditions in the country contributed to the growth. Consequently, the sector registered 14% current value growth in 2012 compared with a CAGR of 11% over the forecast period as a whole.

Over the forecast period, bath and shower is expected to register positive constant value growth. The growth will be driven by an increasing number of sophisticated products, specifically under body wash/shower gel. Also, improved economic conditions and increased awareness of the importance of hand and body hygiene will stimulate the growth.

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