Private label products reached a turnover of 200 billion TL! İmer ÖZER, the head of Retailers Group Private Label Association of Türkiye (PLAT), said, “Based on our measurements and market analysis, we can say that the private label industry has reached a turnover of 200 Billion TL in 2022.”
In the data prepared by the NielsenIQ Retail Panel, the January-December period of 2021 and the January-December period of 2022 were compared. According to the data obtained as a result of the research on FMCG products, food and non-alcoholic beverages, household cleaning products and personal care products, it is observed that the turnover of private label products increased by 99 percent in the last year compared to the previous year; It was observed that the market share increased by 1.5 points to 28.1%.
Among the main categories, the highest increase was seen in personal care products, with a market share of 29 percent and a turnover change of 102 percent. According to the data obtained from all products, it was seen that the demands of consumers for private label products increased.
Personal care products are the leader in both revenue growth and market share growth
The data obtained from Nielsen’s report are as follows: While the market share in FMCG products excluding cigarettes and alcohol products was 27.7 in 2021, this rate increased to 28.1 in 2022 with an increase of 1.5 points.
The market share in food and non-alcoholic beverages, which was 28.7 percent in 2021, increased by 1 point to 29 percent; While the rate of 23.7 percent in household cleaning and similar products remained at the same level; The rate of 24.9 in personal care products increased to 25.1.
According to the categories, the increase in turnover was 99 percent in FMCG products, 102 percent in food and non-alcoholic beverages, 79 percent in household cleaning products and 89 percent in personal care products, compared to the last year.
The peak in food products was oils with a turnover increase of 115 percent
While the market share in soft drinks decreased from 9.7 percent to 9.6 percent, the market share in snacks decreased from 20.4 to 19.6 percent. The market share in dairy products, which was 52.5%, increased to 54.1%.
The market share in oils, which was 48 percent, increased by 9.5 percent to 52.6, and became the owner of the summit in this category. The rate that was 12 in ice creams increased to 12.3, and lastly, the rate from 35.3 in groceries increased to 36.4 percent.
The turnover change by product was 102 percent in soft drinks, 99 percent in snacks, 103 percent in dairy products, 115 percent in oils, 90 percent in ice creams and finally 95 percent in groceries.
128 percent turnover increase in detergents
The market share, which was 17.7 percent in dishwashing detergents, increased to 20.1, and from 49.6 percent to 51.8 percent in bags.
The market share, which was 6 percent in detergents, increased to 7 percent, and from 22 percent to 24.1 percent in household cleaners. While the rate of 58.5 percent in non-chemical household cleaners decreased to 58 percent, the rate that was 30.1 percent in fabric softeners decreased to 28.3 percent.
The percentage change in turnover by products was 101 percent in dishwashing detergents, 77 percent in bags, 128 percent in detergents, 91 percent in household cleaners, 48 percent in non-chemical household cleaners, and 65 percent in fabric softeners.
In personal care products, where the second highest increase in the main categories was experienced, the market share of body care products, which was 14.2%, decreased to 13.7%, while the market share of shaving products increased to 18.1% from 16.6%. While the market share of hair care products decreased from 4% to 3.9 percent, it increased from 4.8 percent to 5.2 percent in oral care products. The market share of paper products, which has the highest market share in personal care products, decreased from 45.1 percent to 44 percent.
The percentage change in turnover by products was 72 percent in body care products, 111 percent in shaving products, 83 percent in hair care products, 81 percent in oral care products and 92 percent in paper products.