LEAD Turkey Chapter Networking Event

6th December 2018

Turkey Chapter ends 2018 with insightful research findings from Nielsen


On Thursday, December 6th, members of the Turkey Chapter of LEAD Network hosted Nielsen’s General Manager Didem Sekerel Erdoğan and her team at the Chapter’s monthly breakfast meeting. Chapter Chair Fusun Tavus Mumcu welcomed all members and introduced Sekerel Erdoğan who shared the latest research on “Retail is renewed: The New Retailer, The New Producer, The New Shopper, and The New Era Shoppers”.

Sekerel Erdoğan pointed out that market growth rate in volume rose significantly with 3%. Prices were up 18,6% in August compared to the previous month. She added that Nielsen observed higher increases in non-food categories and continued that the categories with the highest turnover and volume were energy drinks, dried fruits, packaged puddings, deodorants, and yoghurt drink. Turkish shoppers increasingly demand products that provide additional health benefits.

She pointed out that the rising star of retail was ‘small format and online shopping’. Sekerel Erdoğan mentioned that Industry 4.0 brings new technologies and that retail analytics gain in importance every day.

Nielsen shared interesting research on millennials and centennials: ‘The New Era Shoppers”. Research shows that a mobile phone has become like a body part and that the phone is like a residential address. Eight out of ten millennials or centennials shop online. The penetration rate of social media in Turkey is 63% versus 42% globally. Research shows that both generations like to watch rather than read, look for ultra-convenience and affordable prices, and eagerly chase price promotions. Fashion, electronics, travel, personal care are top online shopping categories.

Thanks to Nielsen, the Turkey Chapter finished the year with new insights and trends.

On December 19th, with the support of corporate members and sponsors, LEAD Network Turkey Chapter organised the New Year party with 170 participants and closed the year in a most joyfully manner.

We send Season Greetings to all!