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  5. > Consumer and Market Insights: Personal Hygiene Market in Turkey

Summary
Turkey has a large young population with 49.8% of the total population aged below 30 years in 2015. This populace prefers newer, indulgent Personal Hygiene products that offer value added benefits in newer flavors and textures. Soap is the leading value category, accounting for a majority share of the Personal Hygiene market in 2015, whereas the Anti-Perspirantsand Deodorants category is forecast to register the fastest CAGR during 2015-2020.

Key Findings
- The Personal Hygiene market in Turkey will register higher growth both in value and volume terms during 2015-2020 compared to 2010-2015

- The Personal Hygiene market in Turkey is forecast to grow at a CAGR of 3.7% during 2015-2020.

- Health and Beauty Stores is the leading distribution channel in the Turkish Personal Hygiene market.

- Flexible packaging is the most used packaging material in the Personal Hygiene market in Turkey.

- Personalization, Fresh, Natural and Pure and Premiumization and Indulgence are the key trends that drive the Personal Hygiene market in Poland.

- Demand for multi-functional products and increase in private label penetration and several other factors will raise the Personal Hygiene market during 2015-2020.

Synopsis
Canadean's Consumer and Market Insights report on the Personal Hygiene market in Turkey provides insights on high growth categories to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?

- Market data: Overall market value and volume data with growth analysis for 2010-2020

- Category coverage: Value and growth analysis for Anti-Perspirants, Bath and Shower Products and Soap with inputs on individual segment share within each category and the change in their market share forecast for 2015-2020

- Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2014

- Distribution data: Value shares within each category through channels such as Hypermarkets and Supermarkets, Convenience Stores, Health and Beauty Stores and more

- Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for flexible packaging, rigid plastics, paper and board and others; container data for: film, bottle, box, bag/sachet and others.

-  Consumer level trends: Top four consumer trends which influence Personal Hygiene consumption

- Future outlook: Reviews and recommendations on how the market will shape up from 2015-2020

Reasons To Buy?
- Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

- Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

- Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

- Access the key and most influential consumer trends driving Personal Hygiene consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

- Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

Table Of Contents

Consumer and Market Insights: Personal Hygiene Market in Turkey
Table of Contents
Introduction
-Report Scope

Country Context
-Macroeconomic indicators -Population and age structure, GDP and Consumer Price Index

Market Overview and Consumer Demographics
-Value and volume analysis for the Turkish Personal Hygiene market
-Historic and forecast consumption in the Turkish Personal Hygiene market
-Category volume consumption analysis by gender, age, education and urbanization
-Degree of trade up/down in the Turkish Personal Hygiene market
-Volume analysis by category
-Historic and forecast value analysis by category
-Winners and losers by categories with change in market share
-Average category level pricing
-Segment share in a category (value terms) and change in market share

Retail Landscape and Key Distribution Channels
-Leading retailers in the Turkish Cosmetics and Toiletries market
-Leading distribution channels (value terms) in the Turkish Personal Hygiene market
-Leading distribution channels ((value terms) by category

Packaging
-Personal Hygiene market by type of packaging material/container (in volume terms)
-Personal Hygiene market by type of packaging closure/outer (in volume terms)
-Personal Hygiene market by type of packaging, forecast (in volume terms)

Brand and Private Label Share
-Penetration of private label by categories in the Turkish Personal Hygiene market
-Private label growth (in value terms) compared to national brands
-Market share of leading brands (in value terms) by category

Consumer trend analysis
-Canadean'sconsumer trend framework and explanation of the Mega-trends
-For key trends in the Turkish Personal Hygiene market
-How the trend is influencing consumption in the Turkish Personal Hygiene market
-How to target the trend in the Turkish Personal Hygiene market
-How the trend will evolve in the Turkish Personal Hygiene market
-Key target demographic and the rate and which the trend will evolve
-Key drivers in the market that will increasingly influence consumption

Innovation examples
-New product examples launched in the Turkish Personal Hygiene market

Appendix
-Country context
-Category value and volume data
-Consumer Demographics data
-Sector Overview
-Segment data
-Packaging data
-Category definitions
-Segment definitions
-Channel definitions
-Explanation of sub-trends
-Methodology
-About Canadean

List of Tables
Table 1: Market value analysis in TRY and US$, 2010-2020
Table 2: Market volume growth analysis, 2010-2020
Table 3: Exchange rate fluctuations: US$ to TRY
Table 4: Average prices (TRY and US$) by category, 2015
Table 5: Segment level analysis by category, 2015
Table 6: Leading retailers
Table 7: Leading brands by category, 2015

List of Figures
Figure 1: Macro economic analysis: GDP per capita, Population, CPI (2010-2015), Age Profile (2015)
Figure 2: Category volume consumption by age, gender, education and urbanisation,2015
Figure 3: Consumers purchase behavior -Trading up/down, 2015
Figure 4: Market volume share analysis by categories, 2015
Figure 5: Growth analysis by category, 2010-2020
Figure 6: Change in market share by category, 2015-2020
Figure 7: Leading distribution channels, overall Cosmetics and Toiletries, 2011-2014
Figure 8: Leading distribution channels by category, 2015
Figure 9: Packaging analysis -key packaging material, type, closure and outer, 2015
Figure 10: Growth in key packaging material, type, closure and outer, 2015-2020
Figure 11: Private label penetration by categories, 2015
Figure 12: Private label and brand share growth, 2012-2015
Figure 13: Brand share analysis by categories, 2015

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