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Essay: Feminine Care Market in Turkey: Competitors and Analysis

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  • Published: 1 February 2018*
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Feminine Care


The worldwide market for feminine hygiene care is around US$ 23 billion in 2017. Additionally, the market is forecasted to increase reaching US$ 34 billion as of 2023, presenting a compound annual growth rate (CAGR) of more than 6% within 5 years. (yahoo finance). On the other hand, the Feminine hygiene market in Turkey is projected to show a constant growth both for the value and volume between 2015 and 2020. In specific, the feminine pads will be the category that act as the greatest share for volume and has the highest rate of growth during this period. It is noteworthy that the rising market penetration focusing on the middle-class will affect the sales of feminine care products in Turkey (Nexis, 2016).

Furthermore, P&G made investment of 250 million lira that will be targeting for the baby care and feminine care. The additional investment is intended to increase the production of Orkid, the company’s brand for feminine care. In addition, the company is creating a more superior and advanced product using micro-cushion for Orkid Platinum. Approximately, more than 8 million females are using Orkid (Nonwovens, 2017). In this report, the brand for feminine care of P&G in Turkey consist of Orkid and Tampax. In the next section, the study will examine the data further by providing the descriptive analysis, competitor analysis, and result of the analysis.


According to the Nielsen data, numerous competitors are presented for the feminine care in Turkey including Joly, Molped, Carefree, Canleydi, Helen Harper, Kotex, and other retailer brands. In this study, the two major feminine care competitors for P&G are Molped and Kotex. These brands are considered as two largest competitors based on the total sales value from Nielsen data. The market share of feminine care Orkid from P&G is positioned as the highest market share in Turkey.

The first competitor is Molped manufactured by Hayat Kimya, a company originated from Turkey. The brand is initially marketed in 1999 to the women in Turkey. The product line of Molped consist of Ultra and thick hygienic pads, Daily Care for the daily pads, and Daily Care Light. The company launched 3-winged Molped Ultra Night Pads to offer a more secure and comfortable sanitary pads at night. In 2009, the brand developed a new product line for pediatric alternatives. Additionally, Molped is available in 60 countries around the world such as Russia, Romania, Iran, and numerous others.

Furthermore, Molped is focusing their audience to young females who just started the menstruation. The brand positioned itself as a friend that accompany young females to decrease their difficulties during their monthly period. In addition, Molped implemented various marketing strategies to advertise the products by using both online and offline approaches. The offline marketing method is by creating sampling such as offering Molped at the disposal for consumers in numerous distinguish and appealing packing at several malls in Turkey. On the other hand, the method for the brand’s online advertisement is by playing marketing videos on the internet. In addition, Molped is also using social media such as Instagram. The brand is using Instagram to facilitate a more comprehensive and differentiated marketing theme focusing in educational advices about the menstrual period for its customer. Posting content such as the types of beverage that could help to reduce the drastic mood swings is one of the examples for their Instagram content (Dnaunion).

The other largest competitor for feminine care is Kotex produced by Kimberly Clark. Kotex is firstly launched during 1920 in United States after two years of exhaustive research. The brand offers various types of products including Kotex maxi, tampons, thin pads, ultra-thin pads, and pantiliners. The Kotex products are marketed to approximately 80 nations in the world that includes USA, United Kingdom, Germany, and many others.

As one of the major players for feminine hygiene products in the world, Kotex has gained trust and awareness from the customers. The target customers for Kotex is young women with the positioning to alter the feminine care stigma from embarrassment to open and honest. The brand is also creatively developing its packaging to be more attractive. In addition, the brand is conducting an intense market research to improve their product that combines design and technology. As an example, the brand is producing sanitary pads with colourful patterned pads, enhanced quality for comfort, and better protection to avoid leaks.

In order to gain a higher engagement with the young customers, Kotex is conducting online marketing campaign such as advertising videos with specific theme series for their Youtube channel. Furthermore, the brand is also creating various articles about health and life to help women have a better understanding about menstruation syndrome, sports, and nutrition. Moreover, another interactive marketing means of Kotex is that the Kotex website has a period planner feature that enable women to forecast their next period date.

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