COVID-19 and consequent lockdowns brought about a shift in consumer purchasing habits, both in terms of what people chose to buy and how much they were buying. In 2021, as Turkish society began to gradually reopen, some of these habits saw reversals, while some persisted.
The pandemic’s impact on household finances changed how consumers made purchasing decisions. Baby food, for example, saw strong growth as economic pressures forced more Turkish women to join the workforce, leaving them with less time to feed their children.
As the COVID-19 pandemic saw consumers spending more time working from home, they began to grow tired of meal preparation and increasingly opted for frozen ready meals. In 2021, this drove an increase in packaging unit volumes of flexible plastic, the main pack type used in frozen ready meals due to its durability and cost-effectiveness.
Pandemic-induced panic-buying and supply chain disruptions led to stockpiling of essential commodities, such as shelf stable milk, in 2020. Liquid cartons and HDPE bottles saw increases in packaging unit volumes as a result.
The buying in bulk of baby food, triggered by the onset of the pandemic, continued into 2021 as pandemic-induced pressures on household incomes forced many Turkish women to join the workforce. Hectic work schedules meant new mothers did not have the time to breastfeed their children, leading to an increase in demand for liquid baby formula and, consequently, a boost in packaging unit volumes of its main pack type, brick liquid cartons.
Despite being a prominent pack type in soft drinks, PET bottles are expected to lose share to alternatives in the forecast period, in particular metal beverage cans and glass bottles. Metal beverage cans are recording strong growth, particularly in energy drinks and ready-to-drink coffee, which saw increased demand from people working and studying from home as well as those seeking an extra boost while playing video games, all increasing trends during the pandemic.
In 2019, even before the onset of the pandemic, volume sales of alcoholic drinks, and therefore its packaging, were experiencing a decline, because of Turkey’s economic crisis. When COVID-19 hit in 2020, it dealt a heavy blow to demand.
The clean beauty trend prompted Turkish consumers to demand cosmetics and beauty products not only with organic and natural ingredients, but also those that come in sustainable packages.
The increased amount of time consumers were forced to spend at home due to pandemic-induced lockdowns and remote working, as well as the increased focus on hygiene post-pandemic supported strong growth in home cleaning products, particularly bleach. HDPE bottles, a key pack type for bleach, consequently saw its strong sales numbers from 2020 continue into 2021 as well, with further growth expected in 2022.
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Packaging
This report originates from Passport, our Packaging research and analysis database.
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