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Turkey sun care market: Nivea Sun the key brand during 2012
Sun Care in Turkey - a new market research report on 2014-04-17 07:59:03
In 2012, Eczacibasi-Beiersdorf Kozmetik Urunleri San ve Ticaret AS, with its Nivea Sun brand, was the leading company in the Turkey sun care market. This was followed by L´Oréal Turkiye Kozmetik San ve Tic AS with its leading brand, Garnier Ambre Solaire. Both the Nivea Sun and Garnier Ambre Solaire brands pioneered innovations in the category and were also the best advertised, distributed and promoted brands. Both brands are very well established and enjoy very high consumer recognition and trust.

In 2012, sun care registered an above-average current value growth, demonstrating around 17% growth compared with the review period CAGR of nearly 14%. The main reason for the growth in the sector was the long summer seen in 2012, with the hot weather continuing until October. This meant that Turkish people had the advantage of sunbathing for an unusually long period. Additionally, Turkish customers had a longer holiday period in the summer of 2012 since on top of their normal summer holiday leave from work, the coincidence of the Ramadan and Eid-ul-Fitr religious festivals in the summertime also meant that they holidayed more. Plus, the rate of tourism increased in the country at the end of the review period, which was also an important factor for growth.

Over the forecast period, sun care is forecast to demonstrate positive constant value growth, stimulated by the performance of the Turkish tourism industry and improved economic conditions. Also due to increased urbanisation, greater public knowledge of the risks associated with being exposed to the sun without adequate protection and better media coverage regarding product availability, sun care has good potential for growth. At the end of the review period there was greater awareness of increasingly hot summers due to global warming. Research into the causes of cancer will encourage people to be more careful regarding their skin.

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