Oral Hygiene in Turkey to 2014

TABLE OF CONTENTS
Chapter 1 Executive Summary 2
Summary market level: oral hygiene 2
Summary category level: dental floss 3
Summary category level: denture care 4
Summary category level: mouthwash 5
Summary category level: toothbrushes 6
Summary category level: toothpaste 7
Chapter 2 Introduction 8
What is this report about? 8
How to use this report 8
Market definition 9
Chapter 3 Market Overview 24
Value analysis (Turkish Lira), 2004?09 24
Value analysis (Turkish Lira), 2009?14 25
Value analysis (US dollars), 2004?09 27
Value analysis (US dollars), 2009?14 28
Volume analysis, 2004?09 30
Volume analysis, 2009?14 31
Company and brand share analysis 33
Distribution analysis 36
Expenditure and consumption per capita 38
Chapter 4 Leading Company Profiles 42
The Procter & Gamble Company 42
Colgate-Palmolive Company 44
Chapter 5 Category Analysis: Dental Floss 47
Value analysis (Turkish Lira), 2004?09 47
Value analysis (Turkish Lira), 2009?14 48
Value analysis (US dollars), 2004?09 50
Value analysis (US dollars), 2009?14 50
Volume analysis, 2004?09 52
Volume analysis, 2009?14 53
Company and brand share analysis 55
Distribution analysis 57
Expenditure and consumption per capita 59
Chapter 6 Category Analysis: Denture Care 62
Value analysis (Turkish Lira), 2004?09 62
Value analysis (Turkish Lira), 2009?14 63
Value analysis (US dollars), 2004?09 65
Value analysis (US dollars), 2009?14 65
Volume analysis, 2004?09 67
Volume analysis, 2009?14 68
Company and brand share analysis 70
Distribution analysis 72
Expenditure and consumption per capita 74
Chapter 7 Category Analysis: Mouthwash 77
Value analysis (Turkish Lira), 2004?09 77
Value analysis (Turkish Lira), 2009?14 78
Value analysis (US dollars), 2004?09 80
Value analysis (US dollars), 2009?14 80
Volume analysis, 2004?09 82
Volume analysis, 2009?14 83
Company and brand share analysis 85
Distribution analysis 87
Expenditure and consumption per capita 89
Chapter 8 Category Analysis: Toothbrushes 92
Value analysis (Turkish Lira), 2004?09 92
Value analysis (Turkish Lira), 2009?14 93
Value analysis (US dollars), 2004?09 95
Value analysis (US dollars), 2009?14 95
Volume analysis, 2004?09 97
Volume analysis, 2009?14 98
Company and brand share analysis 100
Distribution analysis 103
Expenditure and consumption per capita 105
Chapter 9 Category Analysis: Toothpaste 108
Value analysis (Turkish Lira), 2004?09 108
Value analysis (Turkish Lira), 2009?14 109
Value analysis (US dollars), 2004?09 111
Value analysis (US dollars), 2009?14 111
Volume analysis, 2004?09 113
Volume analysis, 2009?14 114
Company and brand share analysis 116
Distribution analysis 119
Expenditure and consumption per capita 121
Chapter 10 Country Comparison 124
Value 124
Volume 128
Market share 132
Chapter 11 New Product Development 133
Product launches over time 133
Recent product launches 135
Chapter 12 Macroeconomic Profile 136
Macroeconomic Indicators 136
Chapter 13 Research Methodology 141
Methodology overview 141
Secondary research 142
Market modeling 143
Creating an initial data model 143
Revising the initial data model 143
Creating a final estimate 144
Creating demographic value splits 144
Primary research 144
Data finalization 145
Ongoing research 145
Chapter 14 Appendix 146
Future readings 146
How to contact experts in your industry 146
Disclaimer 146

LIST OF FIGURES
Figure 1: Oral hygiene, Turkey, value by category (TRYm), 2004?14 26
Figure 2: Oral hygiene, Turkey, category growth comparison, by value, 2004?14 29
Figure 3: Oral hygiene, Turkey, volume by category (units, million), 2004?14 32
Figure 4: Oral hygiene, Turkey, category growth comparison, by volume, 2004?14 32
Figure 5: Oral hygiene, Turkey, company share by value (%), 2008?09 34
Figure 6: Oral hygiene, Turkey, distribution channels by value (%), 2008?09 37
Figure 7: Dental floss, Turkey, value by segment (TRYm), 2004?14 49
Figure 8: Dental floss, Turkey, category growth comparison, by value, 2004?14 51
Figure 9: Dental floss, Turkey, volume by segment (units, million), 2004?14 54
Figure 10: Dental floss, Turkey, category growth comparison, by volume, 2004?14 54
Figure 11: Dental floss, Turkey, distribution channels by value (%), 2008?09 58
Figure 12: Denture care, Turkey, value by segment (TRYm), 2004?14 64
Figure 13: Denture care, Turkey, category growth comparison, by value, 2004?14 66
Figure 14: Denture care, Turkey, volume by segment (units, million), 2004?14 69
Figure 15: Denture care, Turkey, category growth comparison, by volume, 2004?14 69
Figure 16: Denture care, Turkey, distribution channels by value (%), 2008?09 73
Figure 17: Mouthwash, Turkey, value by segment (TRYm), 2004?14 79
Figure 18: Mouthwash, Turkey, category growth comparison, by value, 2004?14 81
Figure 19: Mouthwash, Turkey, volume by segment (units, million), 2004?14 84
Figure 20: Mouthwash, Turkey, category growth comparison, by volume, 2004?14 84
Figure 21: Mouthwash, Turkey, distribution channels by value (%), 2008?09 88
Figure 22: Toothbrushes, Turkey, value by segment (TRYm), 2004?14 94
Figure 23: Toothbrushes, Turkey, category growth comparison, by value, 2004?14 96
Figure 24: Toothbrushes, Turkey, volume by segment (units, million), 2004?14 99
Figure 25: Toothbrushes, Turkey, category growth comparison, by volume, 2004?14 99
Figure 26: Toothbrushes, Turkey, company share by value (%), 2008?09 101
Figure 27: Toothbrushes, Turkey, distribution channels by value (%), 2008?09 104
Figure 28: Toothpaste, Turkey, value by segment (TRYm), 2004?14 110
Figure 29: Toothpaste, Turkey, category growth comparison, by value, 2004?14 112
Figure 30: Toothpaste, Turkey, volume by segment (units, million), 2004?14 115
Figure 31: Toothpaste, Turkey, category growth comparison, by volume, 2004?14 115
Figure 32: Toothpaste, Turkey, company share by value (%), 2008?09 117
Figure 33: Toothpaste, Turkey, distribution channels by value (%), 2008?09 120
Figure 34: Global oral hygiene market split (value terms, 2009), top five countries 125
Figure 35: Global oral hygiene market value, 2004–09, top five countries 127
Figure 36: Global oral hygiene market split (volume terms, 2009), top five countries 129
Figure 37: Global oral hygiene market volume, 2004–09, top five countries 131
Figure 38: Annual data review process 142

LIST OF TABLES
Table 1: Oral hygiene category definitions 10
Table 2: Oral hygiene distribution channels 11
Table 3: Oral hygiene, Turkey, value by category (TRYm), 2004?09 24
Table 4: Oral hygiene, Turkey, value forecast by category (TRYm), 2009?14 25
Table 5: Oral hygiene, Turkey, value by category ($m), 2004?09 27
Table 6: Oral hygiene, Turkey, value forecast by category ($m), 2009?14 28
Table 7: Oral hygiene, Turkey, volume by category (units, million), 2004?09 30
Table 8: Oral hygiene, Turkey, volume forecast by category (units, million), 2009?14 31
Table 9: Oral hygiene, Turkey, brand share by value (%), 2008?09 33
Table 10: Oral hygiene, Turkey, value by brand (TRYm), 2008?09 33
Table 11: Oral hygiene, Turkey, company share by value (%), 2008?09 35
Table 12: Oral hygiene, Turkey, value by company (TRYm), 2008?09 35
Table 13: Oral hygiene, Turkey, distribution channels by value (%), 2008?09 36
Table 14: Oral hygiene, Turkey, value by distribution channel (TRYm), 2008?09 36
Table 15: Oral hygiene, Turkey, expenditure per capita (TRY), 2004?09 38
Table 16: Oral hygiene, Turkey, forecast expenditure per capita (TRY), 2009?14 39
Table 17: Oral hygiene, Turkey, expenditure per capita ($), 2004?09 39
Table 18: Oral hygiene, Turkey, forecast expenditure per capita ($), 2009?14 40
Table 19: Oral hygiene, Turkey, consumption per capita (units), 2004?09 40
Table 20: Oral hygiene, Turkey, forecast consumption per capita (units), 2009?14 41
Table 21: The Procter & Gamble Company key facts 42
Table 22: Colgate-Palmolive Company key facts 44
Table 23: Dental floss, Turkey, value by segment (TRYm), 2004?09 47
Table 24: Dental floss, Turkey, value forecast by segment (TRYm), 2009?14 48
Table 25: Dental floss, Turkey, value by segment ($m), 2004?09 50
Table 26: Dental floss, Turkey, value forecast by segment ($m), 2009?14 50
Table 27: Dental floss, Turkey, volume by segment (units, million), 2004?09 52
Table 28: Dental floss, Turkey, volume forecast by segment (units, million), 2009?14 53
Table 29: Dental floss, Turkey, brand share by value (%), 2008?09 55
Table 30: Dental floss, Turkey, value by brand (TRYm), 2008?09 55
Table 31: Dental floss, Turkey, company share by value (%), 2008?09 56
Table 32: Dental floss, Turkey, value by company (TRYm), 2008?09 56
Table 33: Dental floss, Turkey, distribution channels by value (%), 2008?09 57
Table 34: Dental floss, Turkey, value by distribution channel (TRYm), 2008?09 57
Table 35: Dental floss, Turkey, expenditure per capita (TRY), 2004?09 59
Table 36: Dental floss, Turkey, forecast expenditure per capita (TRY), 2009?14 59
Table 37: Dental floss, Turkey, expenditure per capita ($), 2004?09 60
Table 38: Dental floss, Turkey, forecast expenditure per capita ($), 2009?14 60
Table 39: Dental floss, Turkey, consumption per capita (units), 2004?09 61
Table 40: Dental floss, Turkey, forecast consumption per capita (units), 2009?14 61
Table 41: Denture care, Turkey, value by segment (TRYm), 2004?09 62
Table 42: Denture care, Turkey, value forecast by segment (TRYm), 2009?14 63
Table 43: Denture care, Turkey, value by segment ($m), 2004?09 65
Table 44: Denture care, Turkey, value forecast by segment ($m), 2009?14 65
Table 45: Denture care, Turkey, volume by segment (units, million), 2004?09 67
Table 46: Denture care, Turkey, volume forecast by segment (units, million), 2009?14 68
Table 47: Denture care, Turkey, brand share by value (%), 2008?09 70
Table 48: Denture care, Turkey, value by brand (TRYm), 2008?09 70
Table 49: Denture care, Turkey, company share by value (%), 2008?09 71
Table 50: Denture care, Turkey, value by company (TRYm), 2008?09 71
Table 51: Denture care, Turkey, distribution channels by value (%), 2008?09 72
Table 52: Denture care, Turkey, value by distribution channel (TRYm), 2008?09 72
Table 53: Denture care, Turkey, expenditure per capita (TRY), 2004?09 74
Table 54: Denture care, Turkey, forecast expenditure per capita (TRY), 2009?14 74
Table 55: Denture care, Turkey, expenditure per capita ($), 2004?09 75
Table 56: Denture care, Turkey, forecast expenditure per capita ($), 2009?14 75
Table 57: Denture care, Turkey, consumption per capita (units), 2004?09 76
Table 58: Denture care, Turkey, forecast consumption per capita (units), 2009?14 76
Table 59: Mouthwash, Turkey, value by segment (TRYm), 2004?09 77
Table 60: Mouthwash, Turkey, value forecast by segment (TRYm), 2009?14 78
Table 61: Mouthwash, Turkey, value by segment ($m), 2004?09 80
Table 62: Mouthwash, Turkey, value forecast by segment ($m), 2009?14 80
Table 63: Mouthwash, Turkey, volume by segment (units, million), 2004?09 82
Table 64: Mouthwash, Turkey, volume forecast by segment (units, million), 2009?14 83
Table 65: Mouthwash, Turkey, brand share by value (%), 2008?09 85
Table 66: Mouthwash, Turkey, value by brand (TRYm), 2008?09 85
Table 67: Mouthwash, Turkey, company share by value (%), 2008?09 86
Table 68: Mouthwash, Turkey, value by company (TRYm), 2008?09 86
Table 69: Mouthwash, Turkey, distribution channels by value (%), 2008?09 87
Table 70: Mouthwash, Turkey, value by distribution channel (TRYm), 2008?09 87
Table 71: Mouthwash, Turkey, expenditure per capita (TRY), 2004?09 89
Table 72: Mouthwash, Turkey, forecast expenditure per capita (TRY), 2009?14 89
Table 73: Mouthwash, Turkey, expenditure per capita ($), 2004?09 90
Table 74: Mouthwash, Turkey, forecast expenditure per capita ($), 2009?14 90
Table 75: Mouthwash, Turkey, consumption per capita (units), 2004?09 91
Table 76: Mouthwash, Turkey, forecast consumption per capita (units), 2009?14 91
Table 77: Toothbrushes, Turkey, value by segment (TRYm), 2004?09 92
Table 78: Toothbrushes, Turkey, value forecast by segment (TRYm), 2009?14 93
Table 79: Toothbrushes, Turkey, value by segment ($m), 2004?09 95
Table 80: Toothbrushes, Turkey, value forecast by segment ($m), 2009?14 95
Table 81: Toothbrushes, Turkey, volume by segment (units, million), 2004?09 97
Table 82: Toothbrushes, Turkey, volume forecast by segment (units, million), 2009?14 98
Table 83: Toothbrushes, Turkey, brand share by value (%), 2008?09 100
Table 84: Toothbrushes, Turkey, value by brand (TRYm), 2008?09 100
Table 85: Toothbrushes, Turkey, company share by value (%), 2008?09 102
Table 86: Toothbrushes, Turkey, value by company (TRYm), 2008?09 102
Table 87: Toothbrushes, Turkey, distribution channels by value (%), 2008?09 103
Table 88: Toothbrushes, Turkey, value by distribution channel (TRYm), 2008?09 103
Table 89: Toothbrushes, Turkey, expenditure per capita (TRY), 2004?09 105
Table 90: Toothbrushes, Turkey, forecast expenditure per capita (TRY), 2009?14 105
Table 91: Toothbrushes, Turkey, expenditure per capita ($), 2004?09 106
Table 92: Toothbrushes, Turkey, forecast expenditure per capita ($), 2009?14 106
Table 93: Toothbrushes, Turkey, consumption per capita (units), 2004?09 107
Table 94: Toothbrushes, Turkey, forecast consumption per capita (units), 2009?14 107
Table 95: Toothpaste, Turkey, value by segment (TRYm), 2004?09 108
Table 96: Toothpaste, Turkey, value forecast by segment (TRYm), 2009?14 109
Table 97: Toothpaste, Turkey, value by segment ($m), 2004?09 111
Table 98: Toothpaste, Turkey, value forecast by segment ($m), 2009?14 111
Table 99: Toothpaste, Turkey, volume by segment (units, million), 2004?09 113
Table 100: Toothpaste, Turkey, volume forecast by segment (units, million), 2009?14 114
Table 101: Toothpaste, Turkey, brand share by value (%), 2008?09 116
Table 102: Toothpaste, Turkey, value by brand (TRYm), 2008?09 116
Table 103: Toothpaste, Turkey, company share by value (%), 2008?09 118
Table 104: Toothpaste, Turkey, value by company (TRYm), 2008?09 118
Table 105: Toothpaste, Turkey, distribution channels by value (%), 2008?09 119
Table 106: Toothpaste, Turkey, value by distribution channel (TRYm), 2008?09 119
Table 107: Toothpaste, Turkey, expenditure per capita (TRY), 2004?09 121
Table 108: Toothpaste, Turkey, forecast expenditure per capita (TRY), 2009?14 121
Table 109: Toothpaste, Turkey, expenditure per capita ($), 2004?09 122
Table 110: Toothpaste, Turkey, forecast expenditure per capita ($), 2009?14 122
Table 111: Toothpaste, Turkey, consumption per capita (units), 2004?09 123
Table 112: Toothpaste, Turkey, forecast consumption per capita (units), 2009?14 123
Table 113: Global oral hygiene market value, 2009 124
Table 114: Global oral hygiene market split (value terms ($m), 2009), top five countries 127
Table 115: Global oral hygiene market volume, 2009 128
Table 116: Global oral hygiene market split (volume terms, 2009), top five countries 131
Table 117: Leading players, top five countries 132
Table 118: Turkey oral hygiene new product launches reports, by company, 2009 133
Table 119: Turkey oral hygiene new product launches SKUs, by company, 2009 133
Table 120: Turkey oral hygiene new product launches (reports), by flavor and fragrances, 2009 134
Table 121: Turkey oral hygiene new product launches (reports), by ingredients (top 10 ingredients), 2009 134
Table 122: Turkey oral hygiene new product launches (reports), by package tags or claims, 2009 135
Table 123: Turkey oral hygiene new product launches - recent five launches (2009) 135
Table 124: Turkey population, by age group, 2004?09 (millions) 136
Table 125: Turkey population forecast, by age group, 2009?14 (millions) 137
Table 126: Turkey population, by gender, 2004?09 (millions) 137
Table 127: Turkey population forecast, by gender, 2009?14 (millions) 138
Table 128: Turkey nominal GDP, 2004?09 (TRYbn, nominal prices) 138
Table 129: Turkey nominal GDP forecast, 2009?14 (TRYbn, nominal prices) 138
Table 130: Turkey real GDP, 2004?09 (TRYbn, 2000 prices) 139
Table 131: Turkey real GDP forecast, 2009?14 (TRYbn, 2000 prices) 139
Table 132: Turkey real GDP, 2004?09 ($bn, 2000 prices) 139
Table 133: Turkey real GDP forecast, 2009?14 ($bn, 2000 prices) 140
Table 134: Turkey consumer price index, 2004?09 (2000=100) 140
Table 135: Turkey consumer price index, 2009?14 (2000=100) 140


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