Home Care Packaging in Turkey

PROSPECTS

Companies to increase the use of green materials, but cost-cutting will remain to the fore

Due to difficult economic backdrop in Turkey, the purchasing habits of consumers are showing some major changes. For example, home care products in larger packs gained notable volume share in 2019, particularly in categories such as powder detergents, bathroom cleaners and kitchen cleaners.

Rigid plastic is set to continue growing over the forecast period

Over the course of the review period, unit volumes of rigid plastic packaging in home care gradually rose, largely as a consequence of the fact that it was widely preferred in emerging home care categories, such as liquid fabric softeners or kitchen, bathroom and multipurpose cleaners. Despite the fact that there have been numerous new product developments in laundry care in plastic pouches, such as Unilever’s liquid fabric softeners and liquid detergents sold under its Yumos and Omo brands, it is predicted that rigid plastic will continue to see increasing use in Turkey.

Players increasingly opting for shrink sleeve labelling in home care packaging

Increasing number of companies preferred shrink sleeve labelling, which enables the covering of the entire surface of the product with graphical design and thus provides more space for brand communication, over the course of the review period. As shrink sleeve is mainly used on rigid plastic packaging with PET, which is gaining share within home care packaging, it is expected that the use of shrink sleeve will continue to rise in the forecast period.

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