Home Care Packaging in Turkey

PROSPECTS

Convenience trend fuelling demand for smaller pack formats in home care

Growing demand for convenience due to urbanisation is forcing home care manufacturers to come up with more practical packaging solutions, with companies increasingly launching home care products with denser formulas and in smaller formats, especially in laundry detergents, liquid fabric softeners and bleach. By the end of 2017, the constant rise in volume sales of concentrated liquid fabric softeners and bleach remained the most significant driver of unit volume growth of small packs, with healthy growth being posted in liquid detergents, where volume sales of small packs are strongest and major players regularly offer small trial packs in order to boost household penetration.

Growing demand for biodegradable packaging

Along with the gradual increase in the urban population and overall income levels, consumer sophistication increased rapidly in Turkey over the review period. This phenomenon is helping to create a new type of urban consumer who not only prioritises price and functionality, but is also health and environmentally conscious.

Shrink sleeve labelling to remain popular among manufacturers

The swift change in consumer priorities has not only impacted packaging demand trends, but also the types of packaging design seen in home care in Turkey. Thanks to its ability to cover the entire packaging surface, the use of shrink sleeve labelling grew rapidly in home care over the review period.

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