Boston, MA -- (SBWIRE) -- 06/24/2014 -- Increasing levels of urbanisation triggered demand for multi-functional products, as urban consumers had less time for polishing. With increasing levels of urbanisation, the rate of home ownership also increased in Turkey which led to householders taking more care of their surroundings, including flooring and furniture. Owners like to take good care of their homes. Nevertheless, the lack of time for cleaning boosted demand for practical, multi-purpose products. Last but not least, the increasing levels of wood floor usage, especially laminate floors, increased demand for wood floor polish products.
Empa Kimya continued to lead polishes with a 22% share, followed by Johnson Wax and Uzay Kimya with a 20% and 11% value share respectively in 2013. These leading companies have wide distribution networks and they invest heavily in promotions and discounts.
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Floor polish is expected to register the highest growth in terms of both retail value at constant prices and volume over the forecast period due to the increasing usage of wood and laminated parquet floor types in Turkey. With increasing levels of home ownership and the trend towards greater usage of wood and laminate parquet flooring, floor polishes is expected to register a positive performance until 2018. Floor polishes is hence expected to expand its presence in retail channels and Turkish households.
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The Polishes in Turkey market research report includes:
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