(MENAFNEditorial)
Surface care increased in volume and value during 2014 as the range of products offered in the category continued to expand. New product developments in the category towards the end of the review period have responded to consumer demand for more effective more practical and more functional products and this boosted value growth in the category during 2014. As a result surface care increased in current value by 8% in 2014. The increasingly wide availability and rising sales of home care wipes and floor cleaning systems specifically dry electro-static wipes has also been one of the most important factors underpinning dynamic growth in surface care in Turkey in recent years. Thanks to the increasing popularity of dry electro-static wipes the 8% current value growth registered in surface care during 2014 was higher than the 7% current value CAGR recorded in the category over the entire review period.
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Competitive Landscape
Unilever maintained its leading position in surface care during 2014 with a value share of 24%. The company continues to enjoys the strong advantage of high consumer awareness of its Cif brand in Turkey. Cif is the leading brand in kitchen cleaners and scouring agents and ranked second in multi-purpose cleaners after Reckitt Benckiser’s Cillit Bang during 2014. Unilever also continues to invest heavily in new product developments and marketing campaigns in order to maintain Cif’s strong position within surface care. Reckitt Benckiser ranked second in surface care in 2014 with a value share of 15% thanks to the company’s particular strength in floor cleaners and multi-purpose cleaners with its well-known brands Marc and Cillit Bang. Johnson Wax AS ranked third in the category during 2014 with a value share of 13%. Johnson Wax Attributed its strong position in surface care stems to the popularity of its Mr Muscle brand which is particularly strong in bathroom cleaners drain openers and oven cleaners. Mr Muscle dominated each of these categories with a value share in excess of 50% in each of them during 2014.
Industry Prospects
Surface care in Turkey is expected to increase in value by 2% in constant 2014 terms over the course of the entire forecast period. This very slow rate of growth is set to be due to the maturity of the category. Nevertheless surface care is not expected to generate negative value growth during the forecast period due to changing consumer priorities which are being met by the launch of new products which offer more effective and convenient alternative to existing products.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Surface Care industry in Turkey with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Surface Care industry in Turkey our research will save you time and money while empowering you to make informed profitable decisions.
The Surface Care in Turkey market research report includes:
* Analysis of key supply-side and demand trends
* Historic volumes and values company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology conducted in-country
Our market research reports answer questions such as:
* What is the market size of Surface Care in Turkey?
* What are the major brands in Turkey?
* What are the fastest growth categories within surface care?
* What are the key new product launches in the polishes market?
Reasons to Get this Report
* Gain competitive intelligence about market leaders
* Track key industry trends opportunities and threats
* Inform your marketing brand strategy and market development sales and supply functions
Partial Table of Contents:
SURFACE CARE IN TURKEY
Euromonitor International
March 2015
LIST OF CONTENTS AND TABLES
Headlines
Trends
Competitive Landscape
Prospects
Category Data
Table 1 Sales of Surface Care by Category: Value 2009-2014
Table 2 Sales of Surface Care by Category: % Value Growth 2009-2014
Table 3 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2011-2014
Table 4 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2011-2014
Table 5 NBO Company Shares of Surface Care: % Value 2010-2014
Table 6 LBN Brand Shares of Surface Care: % Value 2011-2014
Table 7 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2010-2014
Table 8 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2011-2014
Table 9 Forecast Sales of Surface Care by Category: Value 2014-2019
Table 10 Forecast Sales of Surface Care by Category: % Value Growth 2014-2019
Eczacibasi Girisim Pazarlama in Home Care (turkey)
Strategic Direction
Key Facts
Summary 1 Eczacibasi Girisim Pazarlama: Key Facts
Company Background
Production
Competitive Positioning
Summary 2 Eczacibasi Girisim Pazarlama: Competitive Position 2014
Hayat Kimya Sanayi As in Home Care (turkey)
Strategic Direction
Key Facts
Summary 3 Hayat Kimya Sanayi AS: Key Facts
Company Background
Production
Summary 4 Hayat Kimya Sanayi AS: Production Statistics 2013
Competitive Positioning
Summary 5 Hayat Kimya Sanayi AS: Competitive Position 2014
Tibet Ithalat Ihracat Ve Kozmetik San As in Home Care (turkey)
Strategic Direction
Key Facts
Summary 6 TIBET Ithalat Ihracat ve Kozmetik San AS: Key Facts
Company Background
Production
Summary 7 TIBET Ithalat Ihracat ve Kozmetik San AS: Production Statistics 2013
Competitive Positioning
Summary 8 TIBET Ithalat Ihracat ve Kozmetik San AS: Competitive Position 2014
Unilever Turk San Ve Tic As in Home Care (turkey)
Strategic Direction
Key Facts
Summary 9 Unilever Turk San ve Tic AS: Key Facts
Summary 10 Unilever Turk San ve Tic AS: Operational Indicators
Company Background
Production
Summary 11 Unilever Turk San ve Tic AS: Production Statistics 2013
Competitive Positioning
Summary 12 Unilever Turk San ve Tic AS: Competitive Position 2014
Full Table of Contents is available at:
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