サマリー

2022年は、トルコのホームケア業界にとって厳しい年であり、インフレ率の急上昇と可処分所得の減少が相まって、ホームケア製品への支出を制限することになった。このため、消費者はホームケア製品への支出を制限し、購入頻度を減らすか、より安価な代替品に買い換えることになりました。

この調査レポートはトルコのホームケア市場を分析・予測したEuromonitor Internationalの市場調査報告書であり、国別の市場規模や形態に関する包括的なガイドです。最新の小売販売データ（過去の日付範囲）を提供し、成長を促進するセクターを特定することができます。主要企業、主要ブランドを特定し、新製品開発、パッケージイノベーション、経済/ライフスタイルの影響、流通、価格問題など、市場に影響を与える主要要因の戦略的分析を提供します。2027年までの予測では、市場がどのように変化していくかを説明しています。

製品のカバー範囲エアケア、ブリーチ、食器洗い、家庭用殺虫剤、ランドリーケア、ポリッシュ、サーフェイスケア、トイレットケア。

データ範囲：市場規模（過去および予測）、企業シェア、ブランドシェア、流通データ。

本レポートを購入する理由
* ホームケア市場の詳細な情報を得ることができます。
* 成長分野を特定し、変化を促す要因を特定する。
* 競争環境、市場の主要プレーヤー、主要ブランドを理解する。
* 5年間の予測を用いて、市場がどのように発展していくかを評価することができます。

ユーロモニター・インターナショナルは、市場調査レポート、ビジネス参考書、オンライン情報システムの出版において、40年以上の経験を有しています。ロンドン、シカゴ、シンガポール、上海、ビリニュス、ドバイ、ケープタウン、サンティアゴ、シドニー、東京、バンガロールにオフィスを構え、世界中に800人以上のアナリストのネットワークを持つユーロモニター・インターナショナルは、情報に基づいた戦略立案を推進するための信頼できる情報資源を開発する独自の能力をもっています。

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目次

Home Care in Turkey
Euromonitor International
January 2023

List Of Contents And Tables

HOME CARE IN TURKEY
EXECUTIVE SUMMARY
Home care in 2022
2022 Key trends
Competitive landscape
Retailing developments
MARKET INDICATORS
Table 1 Households 2017-2022
MARKET DATA
Table 2 Sales of Home Care by Category: Value 2017-2022
Table 3 Sales of Home Care by Category: % Value Growth 2017-2022
Table 4 NBO Company Shares of Home Care: % Value 2018-2022
Table 5 LBN Brand Shares of Home Care: % Value 2019-2022
Table 6 Penetration of Private Label in Home Care by Category: % Value 2017-2022
Table 7 Distribution of Home Care by Format: % Value 2017-2022
Table 8 Distribution of Home Care by Format and Category: % Value 2022
Table 9 Forecast Sales of Home Care by Category: Value 2022-2027
Table 10 Forecast Sales of Home Care by Category: % Value Growth 2022-2027
DISCLAIMER
SOURCES
Summary 1 Research Sources
LAUNDRY CARE IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
The average unit prices in laundry care see a steep increase in 2022
Consumers focus on all-purpose laundry detergents to save costs
The share of premium laundry products continues to rise
PROSPECTS AND OPPORTUNITIES
Laundry care recovers, boosting sales of liquid detergents
The eco-friendly trend shapes product developments over the forecast period
Players focus on added-value laundry detergents to boost retail volume sales
CATEGORY INDICATORS
Table 11 Household Possession of Washing Machines 2017-2022
CATEGORY DATA
Table 12 Sales of Laundry Care by Category: Value 2017-2022
Table 13 Sales of Laundry Care by Category: % Value Growth 2017-2022
Table 14 Sales of Laundry Aids by Category: Value 2017-2022
Table 15 Sales of Laundry Aids by Category: % Value Growth 2017-2022
Table 16 Sales of Laundry Detergents by Category: Value 2017-2022
Table 17 Sales of Laundry Detergents by Category: % Value Growth 2017-2022
Table 18 NBO Company Shares of Laundry Care: % Value 2018-2022
Table 19 LBN Brand Shares of Laundry Care: % Value 2019-2022
Table 20 NBO Company Shares of Laundry Aids: % Value 2018-2022
Table 21 LBN Brand Shares of Laundry Aids: % Value 2019-2022
Table 22 NBO Company Shares of Laundry Detergents: % Value 2018-2022
Table 23 LBN Brand Shares of Laundry Detergents: % Value 2019-2022
Table 24 Forecast Sales of Laundry Care by Category: Value 2022-2027
Table 25 Forecast Sales of Laundry Care by Category: % Value Growth 2022-2027
DISHWASHING IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Dishwashing products record marginal retail volume growth in 2022
Cost-conscious consumers reduce the quantity of dishwashing products used
The share of larger pack sizes rises, as consumers look to save costs
PROSPECTS AND OPPORTUNITIES
Potential for growth as the penetration of dishwashers rises
Players focus on added-value and eco-friendly properties
Branded products set to gain ground at the expense of private label lines
CATEGORY INDICATORS
Table 39 Household Possession of Dishwashers 2017-2022
CATEGORY DATA
Table 40 Sales of Dishwashing by Category: Value 2017-2022
Table 41 Sales of Dishwashing by Category: % Value Growth 2017-2022
Table 42 NBO Company Shares of Dishwashing: % Value 2018-2022
Table 43 LBN Brand Shares of Dishwashing: % Value 2019-2022
Table 44 Forecast Sales of Dishwashing by Category: Value 2022-2027
Table 45 Forecast Sales of Dishwashing by Category: % Value Growth 2022-2027
SURFACE CARE IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Strong growth stimulated by descalers and multi-purpose cleaners
Players launch products with stronger formulas to gain retail value share
Discounters is the leading retail channel, benefiting from strong price promotions
PROSPECTS AND OPPORTUNITIES
Sales of task-specific products increase as players focus on added properties
Multinational manufacturers face heavy competition from local players
Ongoing expansion leads to a rising share for discounters
CATEGORY DATA
Table 46 Sales of Surface Care by Category: Value 2017-2022
Table 47 Sales of Surface Care by Category: % Value Growth 2017-2022
Table 48 Sales of Home Care Wipes and Floor Cleaning Systems by Category: Value 2017-2022
Table 49 Sales of Home Care Wipes and Floor Cleaning Systems by Category: % Value Growth 2017-2022
Table 50 NBO Company Shares of Surface Care: % Value 2018-2022
Table 51 LBN Brand Shares of Surface Care: % Value 2019-2022
Table 52 NBO Company Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2018-2022
Table 53 LBN Brand Shares of Home Care Wipes and Floor Cleaning Systems: % Value 2019-2022
Table 54 Forecast Sales of Surface Care by Category: Value 2022-2027
Table 55 Forecast Sales of Surface Care by Category: % Value Growth 2022-2027
BLEACH IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Hygiene consciousness drives retail volume growth throughout 2022
Cost-conscious consumers lead to a rising demand for larger, economical packs
Lack of brand loyalty means private label owns a major share in bleach
PROSPECTS AND OPPORTUNITIES
Although a mature product, bleach continues to record retail volume growth
The share of private label offerings rises; however, Domestos retains the lead
Germ-killing efficacy of bleach will mitigate the threat from surface care 
CATEGORY DATA
Table 56 Sales of Bleach: Value 2017-2022
Table 57 Sales of Bleach: % Value Growth 2017-2022
Table 58 NBO Company Shares of Bleach: % Value 2018-2022
Table 59 LBN Brand Shares of Bleach: % Value 2019-2022
Table 60 Forecast Sales of Bleach: Value 2022-2027
Table 61 Forecast Sales of Bleach: % Value Growth 2022-2027
TOILET CARE IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Toilet care registers a volume decline, despite solid current retail value growth
The popularity of bleach continues to limit the appeal of toilet care products
ITBs continue to post positive retail volume growth, despite price hikes
PROSPECTS AND OPPORTUNITIES
Increased disposable incomes benefit sales as players focus on added-value
The expansion of discounter chains leads to increased share for the retailers
International brands set to remain dominant, benefiting from positive reputations
CATEGORY DATA
Table 26 Sales of Toilet Care by Category: Value 2017-2022
Table 27 Sales of Toilet Care by Category: % Value Growth 2017-2022
Table 28 NBO Company Shares of Toilet Care: % Value 2018-2022
Table 29 LBN Brand Shares of Toilet Care: % Value 2019-2022
Table 30 Forecast Sales of Toilet Care by Category: Value 2022-2027
Table 31 Forecast Sales of Toilet Care by Category: % Value Growth 2022-2027
POLISHES IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Polishes records negative retail volume growth, viewed as unnecessary
Use of floor, furniture and metal polish continues to decline
Cigir Kimya leads the landscape, taking the top spot in shoe polish
Polishes records negative retail volume sales, as shoe polishes faces challenges
Lack of new players and innovation stifles growth opportunities
The share of e-commerce increases as online price promotions tempt buyers
CATEGORY DATA
Table 62 Sales of Polishes by Category: Value 2017-2022
Table 63 Sales of Polishes by Category: % Value Growth 2017-2022
Table 64 NBO Company Shares of Polishes: % Value 2018-2022
Table 65 LBN Brand Shares of Polishes: % Value 2019-2022
Table 66 Forecast Sales of Polishes by Category: Value 2022-2027
Table 67 Forecast Sales of Polishes by Category: % Value Growth 2022-2027
AIR CARE IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Air care registers a double-digit retail volume decline as consumers consider it a luxury
Lower price points helps spray/aerosol formats record the weakest volume decline
Reckitt Benckiser maintains the overall lead as private label continues gaining ground
PROSPECTS AND OPPORTUNITIES
Air care is projected to record small levels of retail volume growth
Private label becomes a key threat to branded players
Further gains in e-commerce as consumers appreciate the greater convenience
CATEGORY DATA
Table 68 Sales of Air Care by Category: Value 2017-2022
Table 69 Sales of Air Care by Category: % Value Growth 2017-2022
Table 70 Sales of Air Care by Fragrance: Value Ranking 2020-2022
Table 71 NBO Company Shares of Air Care: % Value 2018-2022
Table 72 LBN Brand Shares of Air Care: % Value 2019-2022
Table 73 Forecast Sales of Air Care by Category: Value 2022-2027
Table 74 Forecast Sales of Air Care by Category: % Value Growth 2022-2027
HOME INSECTICIDES IN TURKEY
KEY DATA FINDINGS
2022 DEVELOPMENTS
Despite price concerns, home insecticides records positive retail volume growth
The expansion of discounters leads to heightened share for the retailers
Johnson Wax and Eczacibasi remain the clear leaders in home insecticides
PROSPECTS AND OPPORTUNITIES
Home insecticides has an opportunity for growth across the coming years
The share of e-commerce grows as consumers appreciate the convenience offered
Johnson Wax and Eczacibasi are set to retain their leads as private label enters
CATEGORY DATA
Table 32 Sales of Home Insecticides by Category: Value 2017-2022
Table 33 Sales of Home Insecticides by Category: % Value Growth 2017-2022
Table 34 Sales of Spray/Aerosol Insecticides by Type: % Value2017-2022
Table 35 NBO Company Shares of Home Insecticides: % Value 2018-2022
Table 36 LBN Brand Shares of Home Insecticides: % Value 2019-2022
Table 37 Forecast Sales of Home Insecticides by Category: Value 2022-2027
Table 38 Forecast Sales of Home Insecticides by Category: % Value Growth 2022-2027