TABLE OF CONTENTS
Overview 1
Catalyst 1
Summary 1
Executive Summary 2
114 product SKUs launched in the Turkish household products market 2
Hand-Washing Products is the leading category in Turkish household products market 2
Procter & Gamble and Unilever are the leading manufacturer in terms of new household products in Turkey 2
Packets was the dominant packing type in the new products launched in Turkish household products market 2
Majority of the products launched in the household products market used plastic as the package material 2
Introduction 3
How to use this report 3
Disclaimer 3
Market definition 4
Household Products Market Overview 13
Market value, 2005–10 13
Market value forecast to 2015 15
Household Products Analysis 17
New product SKUs by category 17
New product SKUs by manufacturer 26
New products by package type 28
New products by package material 29
Detailed Product Descriptions 30
Appendix 103
Further reading 103
Datamonitor consulting 103
How to contact experts in your industry 103
LIST OF FIGURES
Figure 1: Turkey, household products market value by category ($m), 2005–10 13
Figure 2: Turkey, household products market value by category ($m), 2010–15 15
Figure 3: Turkey, household products market, new product SKUs by category, Apr 2010 – Mar 2011 17
Figure 4: Turkey, household products market, new product SKUs by dishwashing products category, Apr 2010 – Mar 2011 19
Figure 5: Turkey, household products market, new product SKUs by general purpose cleaners category, Apr 2010 – Mar 2011 20
Figure 6: Turkey, household products market, new product SKUs by paper products category, Apr 2010 – Mar 2011 21
Figure 7: Turkey, household products market, new product SKUs by scouring products category, Apr 2010 – Mar 2011 22
Figure 8: Turkey, household products market, new product SKUs by textile washing products category, Apr 2010 – Mar 2011 23
Figure 9: Turkey, household products market, new product SKUs by toilet care category, Apr 2010 – Mar 2011 24
Figure 10: Turkey, household products market, new product SKUs by air fresheners, insecticides, bleach, furniture & floor polish categories, Apr 2010 – Mar 2011 25
Figure 11: Turkey, household products market, new product SKUs by manufacturer, Apr 2010 – Mar 2011 26
Figure 12: Turkey, household products market, new products by package type, Apr 2010 – Mar 2011 28
Figure 13: Turkey, household products market, new products by package material, Apr 2010 – Mar 2011 29
LIST OF TABLES
Table 1: Household products category definitions 4
Table 2: Turkey, household products market value by category ($m), 2005–10 14
Table 3: Turkey, household products market value by category ($m), 2010–15 16
Table 4: Turkey, household products market, new product SKUs by category, Apr 2010 – Mar 2011 18
Table 5: Turkey, household products market, new product SKUs by dishwashing products category, Apr 2010 – Mar 2011 19
Table 6: Turkey, household products market, new product SKUs by general purpose cleaners category, Apr 2010 – Mar 2011 20
Table 7: Turkey, household products market, new product SKUs by paper products category, Apr 2010 – Mar 2011 21
Table 8: Turkey, household products market, new product SKUs by scouring products category, Apr 2010 – Mar 2011 22
Table 9: Turkey, household products market, new product SKUs by textile washing products category, Apr 2010 – Mar 2011 23
Table 10: Turkey, household products market, new product SKUs by toilet care category, Apr 2010 – Mar 2011 24
Table 11: Turkey, household products market, new product SKUs by air fresheners, insecticides, bleach, furniture & floor polish categories, Apr 2010 – Mar 2011 25
Table 12: Turkey, household products market, new product SKUs by manufacturer, Apr 2010 – Mar 2011 27
Table 13: Turkey, household products market, new products by package type, Apr 2010 – Mar 2011 28
Table 14: Turkey, household products market, new products by package material, Apr 2010 – Mar 2011 29
Table 15: Deco Renova - Toilet Tissue - Rose 30
Table 16: Ernet - Ironing Water 31
Table 17: Dalan Roxy Matik - Vegetable Based Soap Powder 32
Table 18: Cillit Bang - Extra Strong Ultra Bleach and Surface Cleaner 33
Table 19: Selpak - Mentholated Facial Tissues 34
Table 20: Vileda Power - Cleaning Sponge 35
Table 21: Bingo - Fabric Softener Capsules - Lavender; Sensitive; Spring Awakening 36
Table 22: Pril - Lotion Dish Washing Liquid 37
Table 23: Glade Sensations Electric - Air Freshener - Frescura Matinal; Nectar de Flores 38
Table 24: Mr. Muscle - Toilet Gel - Citrus 39
Table 25: Yumos Extra - Fiesta Fabric Softener - Cyclamen and Lily of the Valley; WaterLily and Jasmine 40
Table 26: Migros - Lavender Wood Cleaner 41
Table 27: Erdal X-structure - 1-2-3 Extra Shine Shoe Polish - Black; Neutral 42
Table 28: Aks - Glass Cleaner 43
Table 29: Calgonit Finish - Glass Cleaner 44
Table 30: Minel - Lime-Scale Remover 45
Table 31: Ecomax - Perforated Dust Cloth 46
Table 32: Cif - Ultra White with Bleach Scouring Cream 47
Table 33: Vileda - Extra Sensation Rubber Gloves - Large; Medium; Small 48
Table 34: Dia - Extra Fabric Softener - Flower Garden; Lavender 49
Table 35: 3M - Insect Screen 50
Table 36: Magic Hand - Window Cloth 51
Table 37: Carpex - Car Polish 52
Table 38: Ecomax - Microfiber Household Cleaning Cloth 53
Table 39: Vileda - Viva Express Ironing Board Cover 54
Table 40: Flower - Hand Dishwashing Liquid - Lemon 55
Table 41: CamSil - Glass & Surface Cleaner - Floral; Kristal; Parlat; Profesyonel; Ultra 56
Table 42: Ernet - Toilet Block - Citron; Harmoni; Lavander 57
Table 43: Regina - Toilet Tissue - Chamomile Scented 58
Table 44: Gucplast - Biodegradable Pleated Garbage Bags - Lavender Scented; Orange Scented 59
Table 45: Moonstar - Practical Pomegranate Extractor 60
Table 46: Mr. Muscle - Polishing Glass and Surface Cleaner; Polishing Glass and Surface Cleaner - Refill 61
Table 47: Vileda - SuperMocio 3X Action Mop Head; SuperMocio 3X Action Mop Head and Handle 62
Table 48: Solo - Smart Solutions Mini Toilet Paper Roll 63
Table 49: Mikro Tex - Microfiber Cleaning Cloth 64
Table 50: Ecomax - Cleaning Cloth 65
Table 51: Pajoma - Scented Insect Repellent Candle 66
Table 52: Rinso Matik - Ultra Concentrated Liquid Detergent - Lily of the Valley and Ylang Ylang 67
Table 53: Selex - Scouring Sponges 68
Table 54: Maxi - Toilet Bowl Deodorizer - Fresh; Pine 69
Table 55: CamSil - Glass & Surface Cleaner 70
Table 56: Carmen - Mop Head 71
Table 57: Super Markus - Toilet Cleaner 72
Table 58: Carmen - Micro Fiber Cleaning Cloth; Scouring Balls 73
Table 59: Yuka - Table Napkins 74
Table 60: Pompi X - Gel Washing Water 75
Table 61: Tuttaze - Aluminium Foil 76
Table 62: Aniras - Toilet Bowl Cleaner - Spring Scent 77
Table 63: Saroz - Garbage Bag 78
Table 64: Bingo Dynamic - Antibacterial Dish Wash - Blue; Lavender 79
Table 65: Lofcali - Liquid Floor Cleaner 80
Table 66: Fairy - All-in-One Dishwasher Capsule - Green; Yellow 81
Table 67: Raid - Electric Mosquito & Fly Repellent 82
Table 68: Vileda - Beyaz Sunger (Bathroom Cleaning Sponge) 83
Table 69: Sarar - Strec Film (Stretch Film) 84
Table 70: Test - Testmatik Concentrated Laundry Powder 85
Table 71: Fairy - Liquid Dishwashing Detergent - Apple; Lemon; Orange 86
Table 72: Ernet - Super Kitchen Cleaner 87
Table 73: Bingo Fresh - Surface Cleaner - Lovely 88
Table 74: Selex Selection - Cleaning Sponges 89
Table 75: Super Markus - Liquid Scouring Cleaner - Lemon 90
Table 76: Silver - Classic Self-Shine Shoe Cream - Black; Brown 91
Table 77: Carmen - Cleaning Cloth 92
Table 78: Renova Love - Paper Napkins 93
Table 79: Omo - Ultra Concentrated Liquid Detergent - Color; Fresh; Total 94
Table 80: Super Markus - Glass Cleaner 95
Table 81: Cabata - Plastic Cups 96
Table 82: Carmen - Grooved Cleaning Sponge 97
Table 83: Macdish - Powdered Dish Detergent 98
Table 84: Dalin - Fabric Softener For Baby Clothes 99
Table 85: 3M Scotch-Brite - Maxi Rulo Bez (Maxi Roll Cloth) 100
Table 86: Minel Total - Dishwashing Tablet 101
Table 87: Selex Selection - Paper Napkins 102
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