The consumer spends his money on food.

High In response to inflation and the downward trend in the world, the increase in food prices in Turkey increased turnover, especially in fast-moving consumer goods, while food purchases increased the volume in trade retail. According to Nielsen data, FMCG (Fast-Moving Goods) retail trade in Turkey grew 99% in 2022 and 94% in Q1 2023.

RECRUITMENT IN DAIRY PRODUCTS

When we look at the subcategories of growth, which was affected by increases in unit sales in addition to price increases, sales in the food sector in particular drove this growth, while there were volumetric declines in home and personal care. care products. In 2022, a 3 percent contraction was seen in household cleaning products and 1 percent in body care products, while total food sales increased by 2 percent in volume. Didem Şekerel Erdoğan, General Manager of Nielsen Turkey and Vice President of Africa & Middle East Analytics, stressed that it is critical to understand the categories with growth dynamics in the market, saying that the Snacks, Beverages and Grocery groups are the leading growth categories. global. . Şekerel Erdoğan said, “When we look at the growth of FMCG in Turkey, we see that especially the food category and the snack and beverage groups under the food heading, have growth with their strong volume and turnover performance.” According to the data, while dairy products ranked first with 3 percent in the categories that experienced a volumetric decline in the food sector, there was a 2 percent contraction in ice cream purchases. Sales of paper tobacco and oral care products were flat.

didem sekerel

Consumption packages have been reduced

Didem Şekerel Erdoğan pointed out that it is a trend to buy as much as consumer needs, and stressed that price increases are seen in all countries, and this puts pressure on the consumer’s budget and leads him to be more cautious. Stating that his preference for the product is towards small packages, Erdoğan said, “Buyers buy the necessary product when they need it, as much as it is necessary. Product preferences have gravitated towards small packs,” he said.