According to the data obtained in a research, FMCG (Fast Moving Consumer Goods) retail in Turkey recorded 99 percent growth in 2022 compared to 2021.
Sharing the sources of this strong growth in the sector, Didem Şekerel Erdoğan, General Manager of NielsenIQ Turkey and Vice President of Analytics for Africa & Middle East, emphasized Turkey’s positive differentiation from the global FMCG market with its volume performance, and highlighted the importance of reading retail and shopper trends correctly as the key to success in 2023.
Didem Şekerel Erdoğan emphasized that when compared to the global FMCG market, which is experiencing a contraction in volume, Turkey is positively differentiated from other countries.
Emphasizing that it is critical to understand the categories with growth dynamics in the market, Didem Şekerel Erdoğan said that snacks, beverages and grocery groups are the leading categories in global growth. Şekerel Erdoğan said, “When we look at FMCG growth in Turkey, we see that the food category in particular, and the snacks and beverage groups under the food heading, are leading the growth with strong volume and turnover performance.”
Making statements about e-commerce trends, Didem Şekerel Erdoğan shared that e-commerce increased its weight in total FMCG by recording strong growth worldwide during the pandemic period, and that this pace normalized in 2022, which is called the “New Normal” period.
Yankı Yalçın, the company’s Turkey Customer Services and E-Commerce Director, stated that despite this strong base, e-commerce recorded a turnover growth of 100 percent in 2022 and that growth has gained momentum especially in recent months.
Nur Serenli, the company’s Consumer Research Director in Turkey, explained the details of the “New Shopper and Consumer” and “Polarized Consumer” trends:
New Shoppers and Consumers: With the habits inherited from the pandemic and the impact of recent price changes, we see that shoppers are turning more towards domestic consumption. While this situation creates a need for convenience in terms of products to be consumed at home, it also points to a significant change in consumer habits with the increase in domestic activities.
Polarized Consumer: We observe that the pandemic and the economic conditions that have affected consumers’ incomes in different ways in the aftermath of the pandemic have led to the formation of consumer profiles at two different extremes. For this reason, producers and retailers should take care to design their product portfolios to meet the needs of both segments.