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Turkey beauty products market: Procter & Gamble & Avon are leading players in the industry
Beauty and Personal Care in Turkey - a new market research report on 2014-04-17 11:27:03
In 2012, beauty and personal care saw a higher current value growth compared to the review period CAGR. The main reasons for the good performance were improved economic conditions in the country and increased number of new products. Another important determinant of growth was rising urbanisation, which translated into a higher number of people in professional jobs giving more importance to self-grooming.

At the end of the review period, a high number of new products were launched on the market, which helped beauty and personal care to grow. New products were supported by well-designed advertising campaigns, helping to boost consumer awareness of and demand for these products. The consumer demand towards sophisticated products with good quality and affordable prices at the same time went up, which translated into increasing sales of masstige and premium products. Additionally, since Turkish consumers are quite price sensitive, promotions, such as price discounts, gifts and larger pack sizes at no extra cost, played an important role in the market growth.

In 2012, local companies owned just a bit higher than one quarter of the total market value sales, whilst multinationals led the value sales. At the end of the review period, the leading companies were Procter & Gamble, Avon, L´Oréal and Unilever. Multinationals owned the majority of the share in the market since they had large budgets to invest in advertising and promotional activities. On the other hand, leading local companies, such as Evyap and Kopas Kozmetik, competed based on pricing since they have a price advantage over their multinational competitors.

In 2012, health and beauty specialists owned the highest share in terms of distribution. This is the most established channel in the country. However, health and beauty retailers lost share to supermarkets and hypermarkets and to some degree to direct selling over the review period. Direct selling lost share at the end of the review period, due to decreasing share of Avon Kozmetik.. Within the grocery retailers channel, supermarkets owned the highest and most dynamic share. An increasing number of supermarket and hypermarket outlets offering good product promotions represented the main reason for the loss of share for health and beauty specialist retailers.

Beauty and personal care products in Turkey will register an improved constant value growth over the forecast period compared to the review period. The main determinants of growth are expected to be better economic prospects and increased company investment in new product launches, advertising and promotions. Furthermore, the young population of Turkey together with rising urbanisation will also fuel the growth. There is still great room for growth, especially outside urban areas where penetration of beauty and personal care products remains low, as the market is quite small compared with the rest of Western Europe.

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