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Turkey sets market: LVMH the leading industry player with 11% share
Sets/Kits in Turkey - a new market research report on 2014-04-17 09:39:01
In 2011, the leading company in the Turkey sets market was LVMH Moët Hennessy Louis Vuitton with around 11% share, up marginally from the previous year. The company is the leader in premium fragrances with some of the most popular brands, such as Poison, Kenzo and Dior. LVMH largely offered sets during special seasons such as New Year and Valentine´s Day. The second ranking company was The Body Shop, another premium products company, with just below 11% share. The Body Shop, which owns a growing number of its own retail beauty specialist outlets, offered multiproduct kits all year around. The second leading direct sales company, Oriflame, ranked third in sets/kits. Direct selling companies offer sets/kits as a part of their marketing strategies, with these products offered at discounted prices, representing value for money.

In 2012, set/kits demonstrated an above-average value growth, registering nearly 20% value growth compared with just below 18% CAGR seen over the review period. Improved economic conditions played an important role at the end of the review period as sets/kits are largely purchased as presents. Sets/kits tend to be seasonal products, with their sales rising ahead of special occasions, such as Valentine´s Day, Mother´s Day and especially the New Year. New packages of sets/kits are prepared by companies for consumers to purchase for their loved ones. The prices of products within sets/kits are generally lower than their normal prices, which makes them attractive.

Over the forecast period, sets/kits is forecast to be positively affected by the improved economic conditions in the country and an increasing number of sets/kits under both premium and mass segments. The category is expected to see a CAGR of over 9% in constant terms compared with the review period constant value CAGR of about 9%.

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