During the forecast period, laundry care sales are expected to register positive growth; the result of population growth, an increased number of households and the recovery of the economy. Although the average unit prices went up significantly in the last two years of the review period, the pace of increase is expected to slow down, with no further spikes in currency devaluation.
Over the forecast period, the retail volume sales of big international brands, such as Omo (Unilever) and Ariel (EIS Procter Gamble Saglik Urunleri), are expected to be challenged by the rising popularity of local brands. In particular, local brands Peros and Bingo are predicted to see their shares rise thanks to their favourable prices, the variety of products in terms of new product launches, and the advertising support they receive.
At the end of the review period, there was a growing trend towards laundry products with dermatological ingredients packaged in more environmentally friendly containers. Companies took notice of this trend and launched products that met the growing demand.
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Understand the latest market trends and future growth opportunities for the Laundry Care industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Laundry Care
This is the aggregation of laundry detergents, fabric softeners, carpet cleaners and laundry aids.
See All of Our DefinitionsThis report originates from Passport, our Laundry Care research and analysis database.
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