Beauty and Personal Care in Turkey

Transcription

1 Beauty and Personal Care in Turkey Customer Service Hotline: Page 1 of 22

2 一 调研说明中商情报网全新发布的 Beauty and Personal Care in Turkey 主要依据国家统计局 国家发改委 商务部 中国海关 国务院发展研究中心 行业协会 工商 税务 海关 国内外相关刊物的基础信息以及行业研究单位等公布和提供的大量资料, 结合深入的市场调研资料, 由中商情报网的资深专家和研究人员的分析 首先, 报告对本行业的特征及国内外市场环境进行描述, 其次, 对本行业的上下游产业链, 市场供需状况及竞争格局等进行了细致的详尽剖析, 接着报告中列出数家该行业的重点企业, 并分析相关经营财务数据 最后, 对该行业未来的发展前景, 投资风险及投资策略给出科学的建议 本报告是行业生产 贸易 经销等企业在激烈的市场竞争中洞察市场先机, 根据市场需求及时调整经营策略, 为战略投资者选择恰当的投资时机和公司领导层做战略规划提供了准确的市场情报信息及科学的决策依据 报告名称 Beauty and Personal Care in Turkey 出版日期 Jun 2011 报告格式 PDF 电子版或纸介版 交付方式 发送或 EMS 快递 中文价格 印刷版 0 元 电子版 0 元 中文印刷版 + 电子版 0 元 订购热线 二 报告目录 About this report : This market report provides market trend and market growth analysis of the Beauty and Personal Care industry in Turkey. With this market report, you ll be able to explore in detail the changing shape and potential of the industry. You will now be able to plan and build strategy on real industry data and pro jections. The Beauty and Personal Care in Turkey market research report includes: Analysis of key supply-side and demand trends Detailed segmentation of international and local products Historic volumes and values, company and brand market shares Customer Service Hotline: Page 2 of 22

3 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 Beauty and Personal Care in Turkey? What are the major brands in Turkey? How are sales of mass versus premium beauty products evolving? What are the key shifts in retail channel distribution? Why 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 Each report is delivered with the following components: Report: PDF and Word Market statistics: Excel workbook Sample Analysis EXECUTIVE SUMMARY Beauty and personal care registered above-average value growth in 2010 In 2010, beauty and personal care saw a higher current value growth in comparison to the review perio d CAGR. The category continued to grow despite the economic crisis in the last two years of the revie w period as these products were considered to be affordable luxuries. The growth in 2010 was higher compared to the previous year due to recovery in the economy and increased numbers of launches und er all categories of the market. Advertising and promotional campaigns stimulated the growth The new launches made at the end of the review period were supported by welldesigned advertising campaigns, which increased the consumer awareness of and demand for these pr oducts. The consumer demand was towards masstige products which promised good quality and affor dable prices at the same time. This prompted companies to launch masstige products. Product promoti ons also played an important role in the growth as manufacturers discovered that the way to increase s ales is through promotions. Thus, many companies offered attractive promotions, such as price discou nts, gifts and larger pack sizes at no extra cost. The market is led by the multinational players In 2010, the leading companies were Avon, L Oréal, Procter & Gamble and Unilever. Multinational c Customer Service Hotline: Page 3 of 22

4 ompanies represent the bulk of the total value shares as these companies have large budgets to invest i n advertising and promotional activities. Leading local companies, such as Evyap and Kopas Kozmeti k, competed with the multinationals on the basis of their lower prices. Health and beauty retailers lead the distribution In 2010, within beauty and personal care, health and beauty retailers was the leading and the most esta blished channel, with beauty specialists holding the highest value share. Nonetheless, in the last two y ears of the review period, health and beauty retailers lost share to supermarkets/hypermarkets and dire ct selling. This was due to rising share of direct sellers, particularly Avon and Oriflame, and an increas ing number of supermarket/hypermarket outlets that offered good promotions for the products. Good potential for growth over the forecast period Over the forecast period, beauty and personal care is expected to demonstrate a considerably higher co nstant value growth compared to the review period. The main factors that will drive the growth will be the diminishing effects of the economic crisis, and more company investments on new product launch es, advertising and promotions. The category has a good potential for growth since the market is quite small compared to the rest of Western Europe, and there is still great room for growth, especially outsi de urban areas where penetration of beauty and personal care products remains low. This factor will al so be enhanced by the young population of Turkey together with rising urbanisation. Table of Contents : Beauty and Personal Care in Turkey - Industry Overview EXECUTIVE SUMMARY Beauty and personal care registered above-average value growth in 2010 Advertising and promotional campaigns stimulated the growth The market is led by the multinational players Health and beauty retailers lead the distribution Good potential for growth over the forecast period KEY TRENDS AND DEVELOPMENTS Brighter economic prospects lead to improved market sales A large young population and rapid urbanisation are significant growth factors Beauty salons still threatened by the rising demand for home-use products Avon preserves its leading position Customer Service Hotline: Page 4 of 22

5 Advertising and promotions key to rising consumer demand MARKET DATA Table 1 Sales of Beauty and Personal Care by Category: Value Table 2 Sales of Beauty and Personal Care by Category: % Value Growth Table 3 Sales of Premium Cosmetics by Category: Value Table 4 Sales of Premium Cosmetics by Category: % Value Growth Table 5 Beauty and Personal Care Company Shares by NBO Table 6 Beauty and Personal Care Company Shares by GBO Table 7 Beauty and Personal Care Brand Shares by GBN Table 8 Penetration of Private Label by Category Table 9 Sales of Beauty and Personal Care by Distribution Format: % Analysis Table 10 Sales of Beauty and Personal Care by Category and by Distribution Format: % Analysis Table 11 Forecast Sales of Beauty and Personal Care by Category: Value Table 12 Forecast Sales of Beauty and Personal Care by Category: % Value Growth Table 13 Forecast Sales of Premium Cosmetics by Category: Value Table 14 Forecast Sales of Premium Cosmetics by Category: % Value Growth DEFINITIONS Sources Summary 1 Research Sources Beauty and Personal Care in Turkey - Company Profiles Akat Kozmetik Sanayi ve Ticaret AS in Beauty and Personal Care (Turkey) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 3 Akat Kozmetik Sanayi ve Ticaret AS: Competitive Position 2010 Evyap Sabun Yag Gliserin Sanayii ve Ticaret AS in Beauty and Personal Care (Turkey) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 6 Evyap Sabun Yag Gliserin Sanayii ve Ticaret AS: Production Statistics 2010 Customer Service Hotline: Page 5 of 22

6 COMPETITIVE POSITIONING Summary 7 Evyap Sabun Yag Gliserin Sanayii ve Ticaret AS: Competitive Position 2010 Hobi Kozmetik AS in Beauty and Personal Care (Turkey) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION COMPETITIVE POSITIONING Summary 10 Hobi Kozmetik AS: Competitive Position 2010 Kopas Kozmetik Pazarlama San AS in Beauty and Personal Care (Turkey) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND PRODUCTION Summary 13 Kopas Kozmetik Pazarlama San AS: Production Statistics 2010 COMPETITIVE POSITIONING Summary 14 Kopas Kozmetik Pazarlama San AS: Competitive Position 2010 Tekin Acar Buyuk Magazacilik Ticaret AS in Beauty and Personal Care (Turkey) STRATEGIC DIRECTION KEY FACTS COMPANY BACKGROUND INTERNET STRATEGY PRIVATE LABEL COMPETITIVE POSITIONING Summary 17 Tekin Acar Buyuk Magazacilik Ticaret AS: Competitive Position 2010 Baby Care in Turkey - Category Analysis HEADLINES TRENDS In 2010, baby care continued to register positive value growth, benefiting from the general perceptio n of these products as a necessity. Parents do not give up on purchasing products that are for their babi es and children even during the hardest economic conditions. However, the category registered 7% cur rent value growth in 2010 compared to the review period CAGR of nearly 5% as a result of better eco nomic conditions. Customer Service Hotline: Page 6 of 22

7 In 2010, the local company Kopas Kozmetik Pazarlama San AS with its Dalin brand continued to lea d the category. This was followed by Johnson & Johnson. Both companies are very well established in the category, earning a high customer trust. Dalin was particularly strong in baby hair care and baby t oiletries. Over the forecast period, baby care is predicted to demonstrate constant value growth of under 1%, a ttributed to the bad performance of medicated baby care and nappy/diaper rash treatments. Also, baby toiletries will register negative constant value growth as it includes products such as baby powders wh ich are increasingly perceived as old-fashioned. Table 15 Sales of Baby Care by Category: Value Table 16 Sales of Baby Care by Category: % Value Growth Table 17 Baby Care Premium Vs Mass % Analysis Table 18 Baby Care Company Shares Table 19 Baby Care Brand Shares by GBN Table 20 Baby Care Premium Brand Shares by GBN Table 21 Baby Skin Care Brand Shares by GBN Table 22 Baby Sun Care Brand Shares by GBN Table 23 Forecast Sales of Baby Care by Category: Value Table 24 Forecast Sales of Baby Care by Category: % Value Growth Table 25 Forecast Baby Care Premium Vs Mass % Analysis Bath and Shower in Turkey - Category Analysis HEADLINES TRENDS In 2010, the most important trend that affected bath and shower positively was the Wash Your Han ds campaign started by the Ministry of Health on the year. The campaign was also supported by the S oap and Detergents Manufacturers Association. The campaign was featured on the television and on bi llboards, informing people of the importance of washing hands to stay away from germs. In 2010, Evyap and Colgate- Palmolive were the leading companies. These companies had a combined share of almost 39%, with t he share of Evyap slightly higher than of Colgate- Palmolive. Both companies are very well established in the country. The Haci Sakir brand from Colga te- Customer Service Hotline: Page 7 of 22

8 Palmolive is the oldest and one of the most trusted brands in the category, which is why the company has managed to secure its position as one of the top two companies for many years. It is predicted that over the forecast period, bath and shower will register constant value growth of 22 % compared to 17% constant value growth during the review period, stimulated by increasing number s of new product developments, improved economic conditions and increased consciousness on the im portance of hand and body hygiene. Table 26 Sales of Bath and Shower by Category: Value Table 27 Sales of Bath and Shower by Category: % Value Growth Table 28 Bath and Shower Premium Vs Mass % Analysis Table 29 Bath and Shower Company Shares Table 30 Bath and Shower Brand Shares by GBN Table 31 Bath and Shower Premium Brand Shares by GBN Table 32 Forecast Sales of Bath and Shower by Category: Value Table 33 Forecast Sales of Bath and Shower by Category: % Value Growth Table 34 Forecast Bath and Shower Premium Vs Mass % Analysis Colour Cosmetics in Turkey - Category Analysis HEADLINES TRENDS In 2010, colour cosmetics benefited from improved economic conditions in the country following the economic crisis in the previous year. Colour cosmetics registered positive growth even during the cris is, as consumers regard colour cosmetics products as affordable luxury items and continued to purchas e them. Trade experts explained this as the consumers psychological reaction to the crisis. However, i n 2010 the growth in the category was better compared to 2009 due to more positive economic prospe cts. An increasing number of masstige products in the category was an important factor that drove the growth, as those consumers who could no longer afford premium products shifted towards masstige pr oducts. This led to current value growth of 14% in 2010 in comparison to the review period CAGR of nearly 12%. In 2010, the leading colour cosmetics company was Avon Kozmetik Urunleri Sanayi ve Ticaret AS with 30% value share, followed by L Oréal and Kosan Kozmetik with 19% and 18% value shares, res pectively. L Oréal was particularly successful with its Maybelline brand, which had a good presence i n the grocery and beauty specialists channels. Kosan Kozmetik with its Flormar brand, on the other ha Customer Service Hotline: Page 8 of 22

9 nd, was the bestestablished and trusted local company. It had the price advantage over its international competitors, ye t with goodquality products. The company managed to increase its share in 2010 through advertisements on the te levision and launching a number of new product developments such as True Colour nail varnish in 12 new colours, which contains vitamin E, panthenol and shea butter, and Flormar Supershine lipstick. Over the forecast period, colour cosmetics is expected to demonstrate CAGR of nearly 6% in consta nt terms compared to the review period CAGR of 3%. The main factors that will affect the growth will be the diminishing effects of the crisis and increased investment by companies in terms of new produ ct developments and advertising. Greater company investments in masstige products and focus on pre miumisation are expected. Companies are expected to focus on their higherquality lines or develop new lines with a masstige image. Avon, for example, will concentrate on its hi gher-quality products and limit price promotions to gain a higher-quality image. Table 35 Sales of Colour Cosmetics by Category: Value Table 36 Sales of Colour Cosmetics by Category: % Value Growth Table 37 Colour Cosmetics Premium Vs Mass % Analysis Table 38 Colour Cosmetics Company Shares Table 39 Colour Cosmetics Brand Shares by GBN Table 40 Facial Make-up Brand Shares by GBN Table 41 Eye Make-up Brand Shares by GBN Table 42 Lip Products Brand Shares by GBN Table 43 Nail Products Brand Shares by GBN Table 44 Colour Cosmetics Premium Brand Shares by GBN Table 45 Forecast Sales of Colour Cosmetics by Category: Value Table 46 Forecast Sales of Colour Cosmetics by Category: % Value Growth Deodorants in Turkey - Category Analysis HEADLINES TRENDS In 2010, deodorants registered a good current value growth, stimulated by a high number of new pro duct developments with sophisticated properties and greater focus on successful advertisement campai gns. Companies focused on products that not only eliminated body odours but also cared for the skin. An example of sophisticated new launches is Nivea Calm & Care by Eczacibasi- Customer Service Hotline: Page 9 of 22

10 Beiersdorf, a deodorant spray which claims to soften and care for the skin and is enriched with Pro vit amin B5 which renews the skin. In 2010, Unilever Sanayii ve Ticaret Türk AS was the leading company, followed by Avon and Ecza cibasi- Beiersdorf. Unilever was present with its leading brand Rexona, Axe and Dove, whereas Eczacibasi- Beiersdorf was present with its 8x4 and Nivea Deodorant brands. Specifically the Rexona and 8x4 bra nds were very well established, widely recognised by consumers and available through almost all outl ets. Nivea Deodorant was a newer brand compared to 8x4, yet had a dynamic growth due to a signific ant number of new product developments under this brand over the review period. Over the forecast period, deodorants is expected to register a good constant value growth, demonstrat ing a CAGR of nearly 5%. Deodorants are still regarded as luxury items rather than necessities by the Turkish. The category has good potential for growth as only around 20% of the population used deodo rants at the end of the review period. The constant value growth over the forecast period will be consid erably higher than the review period constant value growth. Rising urbanisation and increased interest in selfgrooming will also be positive factors contributing to growth. The diminishing effects of the economic crisis and consumers increasing disposable incomes will also be significant reasons for the forecast p eriod growth. Table 47 Sales of Deodorants by Category: Value Table 48 Sales of Deodorants by Category: % Value Growth Table 49 Deodorants Premium Vs Mass % Analysis Table 50 Deodorants Company Shares Table 51 Deodorants Brand Shares by GBN Table 52 Deodorants Premium Brand Shares by GBN Table 53 Forecast Sales of Deodorants by Category: Value Table 54 Forecast Sales of Deodorants by Category: % Value Growth Table 55 Forecast Deodorants Premium Vs Mass % Analysis Depilatories in Turkey - Category Analysis HEADLINES TRENDS In 2010, the demand for home- Customer Service Hotline: Page 10 of 22

11 use depilatories registered a good growth, which was the continuation of the trend from the previous y ear. In the last two years of the review period, depilatories benefited from the economic crisis. Prior to the crisis, many women visited beauty centres for depilation, which represented a barrier to sales of h ome depilatories. Nevertheless, from 2009 due to the negative effects of the crisis, fewer women could afford to visit beauty centres due to their high prices. This translated into increasing demand for home - use depilatory products. This meant current value growth of 7% in 2010 compared to the review perio d CAGR of 4%. In 2010, Gillette Sanayi ve Ticaret AS was the leader in depilatories with its Gillette brand due to its dominant position in women s razors and blades. This brand is widely available in almost every retaile r and its products in women s razors and blades are low priced, which represents an important factor i nfluencing product choice for women. However, in 2010 the share of Gillette declined as a result of w omen s razors and blades losing share to hair removers/bleaches. Over the forecast period, depilatories as a whole will register negative constant value growth. Howev er, the decline in constant value sales will be much lower compared to the review period, due to good performance of hair removers/bleaches. Table 56 Sales of Depilatories by Category: Value Table 57 Sales of Depilatories by Category: % Value Growth Table 58 Depilatories Company Shares Table 59 Depilatories Brand Shares by GBN Table 60 Forecast Sales of Depilatories by Category: Value Table 61 Forecast Sales of Depilatories by Category: % Value Growth Fragrances in Turkey - Category Analysis HEADLINES TRENDS In 2010, fragrances saw positive growth. The growth in the category was led by the consumer deman d for uppermass products. Following the economic crisis in 2009, many people could no longer afford premium p roducts and switched towards uppermass products with lower prices. Companies that are present in the mass price segment offered attracti ve promotions in terms of pricing and gifts. Premium fragrances continued to grow and registered near Customer Service Hotline: Page 11 of 22

12 ly 5% current value growth; however, this growth was low compared with the earlier years of the revi ew period. In 2010, the leading company in fragrances was Avon Kozmetik Urunleri Sanayi ve Ticaret AS. The company s top brands in fragrances were Perceive under mass women s fragrances and Full Speed un der mass men s fragrances, but it had a range of other brands in different price segments. Its Christian Lacroix brand, for example, was positioned in the masstige segment. Over the forecast period, fragrances is forecast to demonstrate a high constant value growth, benefiti ng from the improved economic conditions. The CAGR registered over the forecast period is expected to be 6% compared to the review period CAGR of 2% in constant value terms. There will be a signifi cant number of new product launches supported by successful advertisement campaigns, which will dr ive the category growth. Table 62 Sales of Fragrances by Category: Value Table 63 Sales of Fragrances by Category: % Value Growth Table 64 Fragrances Company Shares Table 65 Fragrances Brand Shares by GBN Table 66 Men's Premium Fragrances Brand Shares by GBN Table 67 Women's Premium Fragrances Brand Shares by GBN Table 68 Forecast Sales of Fragrances by Category: Value Table 69 Forecast Sales of Fragrances by Category: % Value Growth Hair Care in Turkey - Category Analysis HEADLINES TRENDS In 2010, hair care benefited from a high number of new product developments. The growth largely c ame from standard shampoos, which saw great investment in terms of new product launches and adver tisements. New launches in standard shampoos were mainly consumer specific, such as products for p eople with hair loss problems and very dry scalp, and men- and womenspecific products. An example of these products included Head & Shoulders Sensitive Scalp Care sha mpoo by Procter & Gamble. This was in line with the consumer demand for hair care products that sol ve individual hair problems instead of for one shampoo for the whole family. The same trend applied t o conditioners and hair styling agents. Increasing numbers of valueadded products meant current value growth of 11% in 2010 compared to the review period CAGR of n Customer Service Hotline: Page 12 of 22

13 early 10%. In 2010, Procter & Gamble continued its leading position in hair care with its strong brands Pantene, Head & Shoulders, Blendax and Rejoice. The company invested in the category through launching ne w products, especially under its Pantene and Head & Shoulders brands. The company managed to incr ease its share as the company placed much emphasis on the advertisements of all its brands and increa sed the number of its products. The company s most dynamic brand in 2010 was Head & Shoulders as it launched the highest number of new products under this brand, including Head & Shoulders Extra Moisturising Shampoo. The company used the famous actor Kivanc Tatlitug in its advertisements for Head & Shoulders. Hair care is predicted to demonstrate a good constant value growth over the forecast period. The fore cast period CAGR is expected to be 4% whereas the review period CAGR stood at only 1%. The laun ch of the new products in 2010, such as Head & Shoulders Extra Moisturising Shampoo by Procter & Gamble, will positively affect the growth. Furthermore, companies are expected to launch a high num ber of new products over the forecast period. Table 70 Sales of Hair Care by Category: Value Table 71 Sales of Hair Care by Category: % Value Growth Table 72 Hair Care Premium Vs Mass % Analysis Table 73 Sales of Styling Agents by Type: % Value Breakdown Table 74 Hair Care Company Shares Table 75 Hair Care Brand Shares by GBN Table 76 Styling Agents Brand Shares by GBN Table 77 Colourants Brand Shares by GBN Table 78 Salon Hair Care Company Shares Table 79 Salon Hair Care Brand Shares by GBN Table 80 Hair Care Premium Brand Shares by GBN Table 81 Forecast Sales of Hair Care by Category: Value Table 82 Forecast Sales of Hair Care by Category: % Value Growth Table 83 Forecast Hair Care Premium Vs Mass % Analysis Men's Grooming in Turkey - Category Analysis HEADLINES TRENDS Customer Service Hotline: Page 13 of 22

14 In 2010, the key trend in men s grooming was the increasing number of new product developments. A number of sophisticated new product launches were made at the end of the review period, including Nivea Active3, a combined product that can be used as shower gel, shampoo and shaving gel, by Ecz acibasi- Beiersdorf. Furthermore, increasing urbanisation and a higher number of men in professional jobs mea nt that men gave greater importance to selfgrooming. The rate of growth at the end of the review period was slightly higher than the review perio d CAGR due to improved economic conditions in the country on the previous year. The category regis tered nearly 8% current value growth in 2010 compared to the review period CAGR of 7%. In 2010, the leading company in men s grooming was Gillette (Procter & Gamble). The performance of the company stemmed from its leading position within razors and blades, which accounted for 65% of total men s grooming value at the end of the review period. The Gillette brand was highly advertise d on television with advertisements featuring celebrities. Gillette was followed by Azmüsebat, which produces Derby blades, which was the leading brand in terms of value share in men s grooming. Over the forecast period, men s grooming is predicted to demonstrate a good CAGR of 3%. The gro wth will be driven by the launch of new products with valueadded properties, such as the addition of aloe vera and herbs. As a result of the diminishing effects of t he economic crisis, rapid urbanisation and the increased number of men in professional jobs who give greater importance to selfgrooming, the growth registered over the forecast period will be higher in comparison to the review pe riod CAGR, which stood at -2%. Table 84 Sales of Men s Grooming by Category: Value Table 85 Sales of Men s Grooming by Category: % Value Growth Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown Table 87 Men s Grooming Company Shares Table 88 Men s Grooming Brand Shares by GBN Table 89 Men's Razors and Blades Brand Shares by GBN Table 90 Forecast Sales of Men s Grooming by Category: Value Table 91 Forecast Sales of Men s Grooming by Category: % Value Growth Table 92 Sales of Body Shavers by Type: % Value Analysis Oral Care in Turkey - Category Analysis Customer Service Hotline: Page 14 of 22

15 HEADLINES TRENDS In 2010, oral care was still undeveloped and remained a niche area when compared to the rest of We stern Europe. Around 60% of the population does not brush their teeth on a regular basis, so there is m ajor potential for growth. In 2010, Procter & Gamble had the leading position in oral care with its Ipana brand. Ipana is a wellestablished brand and ranks first under toothpastes. Procter & Gamble was followed by Colgate- Palmolive and Unilever, respectively. Colgate- Palmolive s Colgate brand and Unilever s Signal were also very well recognised in the country. Over the forecast period, oral care is estimated to register 9% constant value growth in comparison t o the review period constant value growth of 3%. Increasing consciousness of oral hygiene will be the main factor for growth. Also, rising urbanisation and the young population of the country will be other determinants of growth, as urban young people give more importance to personal hygiene and selfappearance. Table 93 Sales of Oral Care by Category: Value Table 94 Sales of Oral Care by Category: % Value Growth Table 95 Sales of Manual and Power Toothbrushes by Category: Value Table 96 Sales of Manual and Power Toothbrushes by Category: % Value Growth Table 97 Sales of Toothpaste by Type: % Value Breakdown Table 98 Oral Care Company Shares Table 99 Oral Care Brand Shares by GBN Table 100 Toothpaste Brand Shares by GBN Table 101 Mouthwash/Dental Rinses Brand Shares by GBN Table 102 Forecast Sales of Oral Care by Category: Value Table 103 Forecast Sales of Oral Care by Category: % Value Growth Table 104 Forecast Sales of Manual and Power Toothbrushes by Category: Value Table 105 Forecast Sales of Manual and Power Toothbrushes by Category: % Value Growth Table 106 Sales of Manual Toothbrushes by Type: % Value Analysis Sets/Kits in Turkey - Category Analysis HEADLINES Customer Service Hotline: Page 15 of 22

16 TRENDS In 2010, the sales of sets/kits went up during special occasions, such as Valentine s Day, Mother s D ay and especially for the New Year. Companies prepared special packages of sets/kits for the special o ccasions. People generally purchased sets/kits as presents to their loved ones. The economic condition s in the country played an important role in the sales of these products. The current value growth in th e category was higher in 2010 compared to the review period CAGR of around 18%, due to improved conditions on the year. In 2010, the direct sales company Avon led sales of sets/kits. As with all the other companies, Avon offered sets during special seasons such as New Year and Valentine s Day. The direct sales company Oriflame also offered sets/kits and ranked fourth in value terms. Direct selling companies offered sets/ kits as a part of their marketing strategies, with these products offered at discounted prices, representin g value for money. Over the forecast period, sets/kits is expected to demonstrate CAGR of 11% in comparison to the rev iew period CAGR of 8% in constant value terms. The growth will be driven by increasing share of pre mium products with the recovery of the economy. Table 107 Sales of Sets/Kits: Value Table 108 Sales of Sets/Kits: % Value Growth Table 109 Sets/Kits Premium Vs Mass % Analysis Table 110 Sets/Kits Company Shares Table 111 Sets/Kits Brand Shares by GBN Table 112 Sets/Kits Premium Brand Shares by GBN Table 113 Forecast Sales of Sets/Kits: Value Table 114 Forecast Sales of Sets/Kits: % Value Growth Table 115 Forecast Sets/Kits Premium Vs Mass % Analysis Skin Care in Turkey - Category Analysis HEADLINES TRENDS In 2010, the main driver of the sales growth in skin care was higher demand for masstige products. C ompanies focused on developing masstige products as a high number of people could not afford to pur chase premium products, yet wanted to use goodquality products at affordable prices at the same time. The category saw a good positive current value Customer Service Hotline: Page 16 of 22

17 growth of 10% in 2010, which was higher compared to the just below 9% CAGR registered over the r eview period. A significant factor for growth in the category was the high number of important produc t promotions, such as price promotions of on average 40%, as well as gift promotions. The advantage of being able to pay in monthly instalments using a credit card enabled customers to afford these prod ucts. In 2010, Eczacibasi- Beiersdorf Kozmetik Urunleri San ve Ticaret AS continued to be the leader with 24% value share with its Nivea brand. L Oréal Turkiye and Avon ranked second and third with 18% and 15% value shares, respectively. Over the forecast period, skin care is predicted to register a higher constant value growth compared t o the constant value growth registered over the forecast period. The main factor that will drive the gro wth will be improved economic conditions, which will lead to increased consumption of skin care pro ducts, which are normally perceived to be luxuries. Other factors that will stimulate the growth will be increased numbers of new product launches and promotions, such as price discounts or gifts. Increase d urbanisation will mean people becoming more conscious of their personal appearance, and their skin becoming more prone to problems due to pollution and stress. Table 116 Sales of Skin Care by Category: Value Table 117 Sales of Skin Care by Category: % Value Growth Table 118 Face Masks: Skin Whitening vs Non-Skin Whitening: % Value Breakdown Table 119 Facial Cleansers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown Table 120 Facial Moisturisers: Skin Whitening vs Non-Skin Whitening: % Value Breakdown Table 121 Nourishers/Anti-Agers: Skin Whitening vs Non- Skin Whitening: % Value Breakdown Table 122 Toners: Skin Whitening vs Non-Skin Whitening: % Value Breakdown Table 123 Skin Care Company Shares Table 124 Skin Care Brand Shares by GBN Table 125 Facial Moisturisers Brand Shares by GBN Table 126 Nourishers/Anti-agers Brand Shares by GBN Table 127 Firming/Anti-cellulite Body Care Brand Shares by GBN Customer Service Hotline: Page 17 of 22

18 Table 128 General Purpose Body Care Brand Shares by GBN Table 129 Skin Care Premium Brand Shares by GBN Table 130 Forecast Sales of Skin Care by Category: Value Table 131 Forecast Sales of Skin Care by Category: % Value Growth Sun Care in Turkey - Category Analysis HEADLINES TRENDS In 2010, sun care registered a current value growth that was above the 12% CAGR seen over the revi ew period. The two main factors stimulating the growth were improved economic conditions over the previous year and an increased rate of tourism in the country, which prompted the higher sun care sale s. Increased awareness on the risks of being exposed to the sun and the importance of using sun care p roducts also fuelled the growth. In 2001, Eczacibasi- Beiersdorf Kozmetik Urunleri San ve Ticaret AS was the leading company in sun care with its Nivea brand. This was followed by L Oréal Turkiye Kozmetik San ve Tic AS with its leading brand, Garnier Ambre Solaire. Both Nivea Sun and Garnier Ambre Solaire brands pioneered innovations in the categ ory and were also the best advertised, distributed and promoted brands. The Nivea and Garnier Ambre Solaire brands are very well established and benefit from consumer recognition and trust. Over the forecast period, sun care is predicted to demonstrate a quite high constant value growth, sti mulated by the growth in the Turkish tourism industry and improved economic conditions. The catego ry has good potential for growth due to increasing public knowledge of the risks associated with being exposed to the sun without adequate protection, and better media coverage on product availability. At the end of the review period, there was greater awareness about increasingly hot summers due to glob al warming. Research into the causes of cancer will encourage people to be more careful regarding the ir skin. Consequently, the category is expected to register 8% CAGR over the forecast period compare d to 3% CAGR registered over the review period in constant value terms. Table 132 Sales of Sun Care by Category: Value Table 133 Sales of Sun Care by Category: % Value Growth Table 134 Sun Care Premium Vs Mass % Analysis Table 135 Sun Care Company Shares Table 136 Sun Care Brand Shares by GBN Customer Service Hotline: Page 18 of 22

19 Table 137 Sun Care Premium Brand Shares by GBN Table 138 Forecast Sales of Sun Care by Category: Value Table 139 Forecast Sales of Sun Care by Category: % Value Growth Table 140 Forecast Sun Care Premium Vs Mass % Analysis Table 141 Sales of Sun Protection by Factor: % Value Analysis Table 142 Sales of Sun Protection by Formulation: % Value Analysis 访问中商情报网 : 报告在线阅读 : 三 研究机构 中商情报网 ( 是中国行业市场研究咨询 市场调研咨询 企业上市 IP O 咨询及并购重组决策咨询 项目可行性报告 项目商业计划书 项目投资咨询等专业的服务机构 致力于为企业中高层管理人员 企事业发展研究部门人员 市场研究人士 咨询行业人士 投资银行专家 个人投资者等提供各行业丰富翔实的市场研究报告和商业竞争情报数据 ; 为国内外的行业企业 研究机构 社会团体和政府部门提供专业的行业市场研究 商业分析 投资咨询 兼并重组决策及战略咨询服务 中商情报网从创建之初就矢志成为中国专业的商业信息收集 研究 传播的资讯情报服务机构, 通过多年的积累中商情报网已经构建了包括政府部门 行业协会 专业调查公司 自有调查网络等多种渠道 多层面的数据来源 ; 建立起上百个行业及企业的庞大商业情报数据库 ; 并形成了多十种专业研究分析模型和研究方法 ; 中商情报网始终坚持研究的独立性和公正性, 其研究结论和研究数据广泛被媒体采用 目前公司与国家相关数据部门 行业协会等权威机构建立了良好的合作关系, 同时与多家国际著名咨询服务机构建立了战略伙伴关系 并与国内外众多基金公司 证券公司 PE VC 机构 律师事务所 会计师事务所结成战略合作伙伴 公司还拥有近 10 多年来对各行业追踪研究的海量信息数据积累 建立了多种海量数据库, 分为 : 宏观经济数据库, 行业月度财务数据库, 产 Customer Service Hotline: Page 19 of 22

20 品产量数据库, 产业进出口数据库, 企业财务数据库等 并将这些数据及时更新与核实 可以 保证数据的全面 权威 公正 客观 多年来, 中商情报网为上万家企业事业提供了专业的投资咨询 信息咨询及研究报告服务, 并 得到客户的广泛认可 ; 我们坚信您也可以从中商情报网提供的资讯产品中洞察商业潜在的价值 和风险, 提高您的决策支持效率 中商情报网管理团队和中商情报网的战略合伙人一直致力于为客户提供高价值的企业咨询服务 解决方案 服务研究咨询项目咨询投行咨询专项咨询竞争情况调研数据库咨询 内容行业研究报告 行业投资咨询报告 市场调查项目计划 可行性研究 价值分析 风险分析 商业计划书 项目融资 资金申请 资产评估 政府项目立项 产业园区规划咨询 PE 及 VC 投资咨询 IPO 咨询消费者研究 渠道研究 营销咨询 管理咨询 市场进入策略咨询竞争对手调研及监测 竞争策略研究 竞争环境研究 监测 企业战略研究 市场营销 / 促销策略分析 合作伙伴调研中国行业财务数据库 中国企业财务数据库 产品进出口数据库 中商情报网在调查工作中能够很好的借助国家部办委 行业协会等部门的资源为客户提供服务 ; 高层访谈的执行能力, 能够访问国家各个部委为企业提供全方位的政策导向 行业规划 ; 多年来针对工业领域的企业及用户调研的庞大数据库资源, 历史数据和企业 用户数据非常丰 福 Customer Service Hotline: Page 20 of 22

21 国内权威市场研究公司, 具有行业内良好知名度 拥有多项自主开发的研究模型及专项咨询产品, 提供专业化的 市场研究整体解决方案 由国际专家和本土行业专家组成的资深项目团队, 为客户提供精准的研究服务 权威数据采集渠道, 持续 10 年的数据监测,7 年的国内市场研究经验, 超过 1000 多个市场研究案例 中商情报网订购单回执表 单位名称联系人地址 邮编 部门联系电话手机传真 报告名称 : Beauty and Personal Care in Turkey 报告格式 : PDF 电子版或印刷版 付款方式 : 银行 邮局 支票 其他 定购数量 : 份 请选择报告版本 : 1. PDF 电子版 0 元 / 份 2. 印刷版 0 元 / 份 3. PDF 电子版 + 印刷版 0 元 / 份 总计金额 万 仟 佰 拾 元 ( 小写 : 元 ) 预计付款日 期 年 月 日 指定账号 开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智汇咨询服务有限公司帐号 : 备注 : 此帐户可开具增值税普通发票 Customer Service Hotline: Page 21 of 22

22 开户行 : 中国工商银行深圳黄贝支行开户名 : 深圳中商智业投资顾问有限公司帐号 : 备注 : 此帐户可开具增值税专用发票 开户行 : 中国建设银行北京丰台支行开户名 : 中商智汇 ( 北京 ) 咨询有限公司帐号 : 备注 : 此帐户只可开具增值税普通发票 款到后, 发票随后寄发 此账号为唯一指定账号 电话 : 传真 :(0755) 联系方法 深圳地址 : 深圳市福田区红荔路 1001 号银盛大厦 7 层邮编 : 北京地址 : 北京市右安门外大街 99 号国内贸易工程设计研究院 5 层 501 室邮编 : 网址 : 电邮 :service@askci.com 备注 请将订阅信息填好后, 传真至我中心客服部, 款到后发票随后寄发 Customer Service Hotline: Page 22 of 22