The world’s leading consumer intelligence company NielsenIQ shared the 2022 evaluation of the FMCG E-Commerce market for globe and Turkey. NielsenIQ also highlighted the trends that will mark the year 2023.
Didem Şekerel Erdoğan, NielsenIQ Managing Director Turkey, Advanced Analytics Leader Middle East & Africa shared that FMCG online sales continued to grow with some normalization in 2022, after gaining a strong momentum in the Covid-19 period in 2020 and 2021.
Didem Şekerel Erdoğan said, “Comparing FMCG E-Commerce sales with offline sales, we see that E-Commerce growth is still ahead in many markets. However, we see that the growth gap of previous years has narrowed, and that the growth of E-Commerce has lagged behind in some developed markets such as China and France. This shows us that E-Commerce growth is normalizing around the world.”
Middle East: Leader in growth performance
Turan Konu, NielsenIQ Retailer Services Middle East & Africa E-Commerce Director, underlined the fact that Turkey and the Middle East markets stand out in growth. Turan Konu said, “E-Commerce’s accelerated growth in recent years in Turkey is maintained in 2022, as well. When we look at the United Arab Emirates (UAE) and Saudi Arabian markets, which are still developing in terms of e-commerce, we see a very strong growth performance compared to offline. These three markets stand out globally. For those countries, the food categories stand out among the most growing groups in E-Commerce, which means that the shoppers are gaining more and more omni-channel habits.”
Price advantage, product variety and time saving…
NielsenIQ Turkey Consumer Insights Director Nur Serenli shared the results of the “Online Shoppers of the 2023” study, conducted by NielsenIQ, and emphasized that Turkish online shoppers tend to shop online mainly with the motivations of price advantage, product variety and time saving. Serenli shared that more than a third of online shoppers order from the categories of Supermarket Food Products, Food Ordering, Clothing/ Shoes and Personal Care/ Cosmetics.
Continuing with the results of the same study, Serenli also stated that there was a decrease in the use of fast delivery applications compared to the previous year.
FMCG E-Commerce performance in Türkiye
Evaluating the online performance of FMCG products in Turkey, Yankı Yalçın, NielsenIQ Türkiye Client Services and E-Commerce Director, shared that E-Commerce increased its weight in the total FMCG by recording strong growth throughout the world during the pandemic period, and that this rate normalized in 2022, which is called the New Normal period.
Yankı Yalçın underlined that the Food and especially Confectionery group came to the fore in both online and offline, by growth performance. Yalçın said, “When we look at the groups where online has higher performance, the leading groups are especially Hot Beverages, Baby Care Products, Personal Care and Home Care.”