Home Care Packaging in Turkey

PROSPECTS

Rigid plastic is set to continue to gain share from flexible packaging

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 is widely preferred in emerging home care categories, such as liquid fabric softeners, and kitchen, bathroom and multipurpose cleaners. In particular, rigid plastic packaging gained volume share from its flexible counterparts, as growth in automatic dishwashing tablets, which are mainly sold in plastic pouches, slowed down, owing to saturation, and powder detergents, predominantly offered in flexible plastic, started to stagnate in terms of volume sales.

Companies are expected to increase the use of recyclable materials

Turkey’s economy saw significant growth in the early part of the review period. This contributed to a rise in the average education level of consumers, which led to increasing awareness of issues related to the environment and to personal health.

Widespread use of shrink sleeve labelling in home care packaging will continue

The use of shrink sleeve labelling grew steadily in Turkey over the review period, as it gives home care companies a huge advantage in terms of marketing communication, given that it enables the covering of the entire surface of the packaging with a graphical design. Shrink sleeve labelling is mostly used to give a non-transparent look to more affordable PET rigid plastic packaging, and it has swiftly become a less costly substitute for regular HDPE bottles, particularly in liquid fabric softeners, hand dishwashing and descalers.

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