PROSPECTS AND OPPORTUNITIES
A positive CAGR expected, with economic improvements balancing declining birthrates
Nappies/diapers/pants is expected to see a positive CAGR over the forecast period, supported by necessity of use and frequency of purchase, albeit with potential grown somewhat suppressed by the declining birth rates seen in Turkey. Value sales will, however, remain stronger than volume sales in this context, and improvements in economic conditions and rising disposable incomes are anticipated to offset some of the challenges posed by demographic challenges.
Innovations and niche products to stimulate competition and drive growth
Competition is expected to remain strong between the leading players in nappies/diapers/pants over the forecast period, with a balance between high-end and more affordable brands set to continue. Innovations are expected to be seen with the introduction of sophisticated products that cater to evolving consumer preferences.
E-commerce will continue to grow its share
E-commerce is anticipated to increase its share of total sales in nappies/diapers/pants during the forecast period, driven by leading online platforms such as Trendyol, Hepsiburada, and N11, which are expanding their product offerings and providing exclusive online discounts. Additionally, the online sales channels of brick-and-mortar grocery retailers like Migros and A101 are expected to see growth, as players enhance their omnichannel offers, and consumers increasingly value the convenience of home delivery.
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Overview:
Understand the latest market trends and future growth opportunities for the Nappies/Diapers/Pants industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Nappies/Diapers/Pants industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Nappies/Diapers/Pants in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Nappies/Diapers/Pants in Turkey?
- Which are the leading brands in Nappies/Diapers/Pants in Turkey?
- How are products distributed in Nappies/Diapers/Pants in Turkey?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Nappies/Diapers/Pants products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Nappies/Diapers/Pants in Turkey - Category analysis
KEY DATA FINDINGS
Nappies/diapers/pants sees the strongest performance across tissue and hygiene, despite falling birth rates
The Sleepy brand maintains its leadership thanks to ongoing innovations and a strong brand profile
Supermarkets remains the leading distribution channel, with discounters also strong and e-commerce growing its share
A positive CAGR expected, with economic improvements balancing declining birthrates
Innovations and niche products to stimulate competition and drive growth
E-commerce will continue to grow its share
Tissue and Hygiene in Turkey - Industry Overview
Tissue and hygiene in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for tissue and hygiene?
DISCLAIMER
The following categories and subcategories are included:
Nappies/Diapers/Pants
- Disposable Pants
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- Junior Nappies/Diapers
- New Born Nappies/Diapers
- Standard Nappies/Diapers
Nappies/Diapers/Pants
This is the aggregation of nappies, diapers and pants
See all of our definitionsWhy buy 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
This report originates from Passport, our Nappies/Diapers/Pants research and analysis database.
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