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Nur Serenli
Consumer Insights Director
NielsenIQ

© 2022 Nielsen Consumer LLC. All Rights Reserved.

Pressures are mounting on consumer wallets

Rising grocery costs

Increased fuel costs Increased electricity costs

Rising interest rates Supply restrictions

(housing stress) i.e less availability

Cautious and Changed consumer

Constrained wallets priorities & preferences

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 New Consumer & Shopper
Habit

3
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 GLOBAL |

Some feel financially better than COVID times

Dec ‘21 13% 38% 49%

Jun ‘22 25% 37% 37%

Q. Compared to pre COVID*/ a year ago, is your household financial situation…

Better off Same Worse off

Majority are more consciously watching spend

Dec ‘21 38% 38% 15% 9%

Jun ‘22 40% 39% 14% 8%

Q. Is your household consciously watching what it spends

Much more Slightly more Already watching No

Source: NielsenIQ 2022 Consumer Outlook Survey, Dec 21 vs June 2022. Dec 21 refers to pre COVID and June 22 compares to 12 month ago excludes China chart 1
Base: 12505 Australia, Brazil, Canada, China, France, India, Indonesia, Italy, Mexico, Poland, Singapore, South Africa, South Korea, Spain, Thailand, UK, US 4
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 GLOBAL |

While economic impacts of COVID soften,

cautiousness in spend prevails
Dec 2021

23% 21% 38% 12% 6%

June 2022

19% 19% 38% 14% 9%

Strugglers: Rebounders: Cautious: Not Unchanged: Thrivers: Saved

Have suffered Experienced impacted Not impacted money and feel
financial income or job financially but and continued more financially
insecurity and loss but now are cautious to spend the secure.
continue to do feel they are with spending. same.
so today. back on track.

Source: NielsenIQ 2022 Consumer Outlook Survey, Dec 2021 vs June 2022 excludes China
Q. Which of the following best describes how COVID-19 impacted your overall household financial situation over the last 2 years?
Base: 12505 Australia, Brazil, Canada, China, France, India, Indonesia, Italy, Mexico, Poland, Singapore, South Africa, South Korea, Spain, Thailand, UK, US 5
© 2022 Nielsen Consumer LLC. All Rights Reserved.
 GLOBAL |

Permanence of job loss makes recovery harder

Depending on how people weathered the pandemic, will indicate both recovery
and spending intentions moving forward

41% 39%
of Strugglers have suffered of Rebounders were
permanent job loss temporarily furloughed

86% 58%
of Cautious group will live with believe COVID’s impact will be
caution and avoid certain settings felt into 2023 and beyond

Base: 12505 Australia, Brazil, Canada, China, France, India, Indonesia, Italy, Mexico, Poland, Singapore, South Africa, South Korea, Spain, Thailand, UK, US
©
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AllReserved.
Rights Reserved.
 TURKEY |

4 distinctive consumer segments emerge with

distinctive consumption patterns based on pandemic
in Turkey – Newly constrained are 2/5 of all consumers

Insulated
Same/improved income/ Unrestricted
financial situation and do not 3%
have to watch what they Were already watching what
spend Constrained they spent prior to COVID-19
Existing and this has not changed
27%

Insulated
Cautious
29%
limited income/
No financial situation impact, Constrained
but watching what they New
Experienced worsening
spend a lot/ much more 41%
financial situations and
consciously watching what
they now spend

Source: Shopper Sentimeter Survey ‘22 - Turkey

N (March 2022): 800
Q18. Are your households consciously watching what they are currently spending due to the effect of the pandemic? Please choose an answer
Q19. Since the beginning of the pandemic, my household income ... / Q20. My home financial situation since the start of the pandemic
© 2022 Nielsen Consumer LLC. All Rights Reserved.
 Polarized Customers –
Balancing the personal
finance

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 GLOBAL |

Most consumers fear disruption and uncertainty will

continue beyond 2022 – especially economic hardship

When do you think your country will be free from the following disruptions

14% 15%
21% 23%

46%
60% 49% 45%

23%
12% 16% 18%
16% 11% 11% 11%
COVID-19 Economic hardship e.g rising Supply disruptions Geo political conflict
prices

Already is 2022 2023+ Don't know

Source: NielsenIQ 2022 Consumer Outlook Survey, June 2022

Base: 12505 Australia, Brazil, Canada, China, France, India, Indonesia, Italy, Mexico, Poland, Singapore, South Africa, South Korea, Spain, Thailand, UK, US
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 GLOBAL |

Future wallets will continue to be reshuffled with

more cutbacks than anticipated at the start of the year
@home discretionary spend looks to be focus off future cutbacks

Spending intentions for next 12 months

Nett change in spending

December 2021 June 2022

Utilities 18% 17%
Groceries 23% 15%
Education - self /children's 14% 13%
Childcare 6% 9%
Transport costs -1% 7%
Financial services 3% 4%
Rent/ mortgage 3% 1%
Paying off debt eg. credit cards, loans 1% -4%
In home entertainment 3% -10%
Gym/sports/club memberships -15% -12%
Electronics/Technology -7% -16%
Holidays – domestic -18% -18%
Food delivery/ takeaways -3% -18%
Home improvements/décor -11% -19%
Holidays – international -23% -21%
Clothing/ Apparel -19% -22%
Out of home entertainment -31% -26%
Out of home dining/ eating -31% -29%
Source: NielsenIQ 2022 Consumer Outlook Survey, Dec 2021 vs June 2022
Change in spending calculated by subtracting % of respondents who are spending less from % of respondents who are spending more
Base: 12505 Australia, Brazil, Canada, China, France, India, Indonesia, Italy, Mexico, Poland, Singapore, South Africa, South Korea, Spain, Thailand, UK, US 10
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 Pricing optimization

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 GLOBAL |

Increasing grocery
prices are noticed
by majority

Dec. 2021 June 2022

56% 63%
say normal weekly shop
costs more than it did six
months ago

Source: NielsenIQ 2022 Consumer Outlook Survey, Dec 2021 vs June 2022
Q. Which of the following best describes your normal weekly grocery spend compared to 6 months ago?
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 TURKEY |

98%
All Shoppers claims that food
prices are increasing

Due to increase in prices, shoppers

cut down luxuries moreover they
switch to cheaper brands whenever
they find, they don’t want to wait for
price discount or can’t buy in bulk to
get lower prices as they used to

58% buy 31% switch to

Only Essentials Cheaper Brands

Ref. Q79 Are food prices in your country...

© 2022 Nielsen Consumer LLC. All Rights Reserved. Base: All HM/SM shoppers 2020 (n=1006), 2021 (n= 994) 2022 (n=999)
 GLOBAL |

Consumers are scaling back to save in all aspects

of life
Lifestyle changes

44% 40% 37%

cooking at trying to spending less
home more minimise on clothing/
waste grooming

Grocery savings tactics

31% 26% 20%

will buy have stopped will opt for
whatever is on buying certain private label
promotion categories

Source: NielsenIQ 2022 Consumer Outlook Survey, June 2022 (Grocery saving tactics represent any tactic)
Base: 12505 Australia, Brazil, Canada, China, France, India, Indonesia, Italy, Mexico, Poland, Singapore, South Africa, South Korea, Spain, Thailand, UK, US 14
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 Health&wellness- Re-shaping
healthy thinking

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 GLOBAL |

Consumer priorities have pivoted since COVID

impacting purchase behavior

What is more important in next 12 months? More likely to buy:

Purchase preference change over the last 2 years
Nett – More important minus less important
(More – less likely to buy)

1 Mental wellness Affordable / lower prices 1

2 Physical wellness Environmental/sustainable 2

3 Financial / job security Hygiene / safety claims 3

4 Saving for unforeseen Known and trusted 4

5 Planning for the future Healthier options 5

Greatest increase in purchase likelihood (Dec ‘21 – June ‘22)

Affordability +12 - Transparency of purpose +9 - Guarantees of safety/ quality +9

Source: NielsenIQ Consumer Outlook Survey June 2022 (green bullet vs Dec 21)
Base: 12505 Australia, Brazil, Canada, China, France, India, Indonesia, Italy, Mexico, Poland, Singapore, South Africa, South Korea, Spain, Thailand, UK, US
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 Sustainability

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Source: Sustainable Products - 14 Trends - The Consumer Goods Forum:
Migros, NielsenIQ, Thinkneuro, 2021 Sustainability Research
 TURKEY |

Supporting local, environmental initiatives

‘‘
Shoppers more tend to be
interested in ecology,
local products and
▲ 27%
I'm interested in
Ecology& I usually
check if products
are eco/bio/natural
▲ 22%
When I'm buying
groceries, I try to
choose local
products from the
region where I live
reusable bags
in 2022 vs 2021

When buying I always take a

groceries, I try to reusable bag for
▲ 19% choose products ▲ 22% shopping
produced in my

2022 Nielsen Consumer LLC. All Rights Reserved.

home country

▲ Sig higher in 2022 vs 2021

Top2box

Base: All HM/SM shoppers, 2022 (n=999) 2021 (n=994)

Ref: QQ176. To what extent do you agree with the following statements:
 Innovation

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 GLOBAL |

40% of consumer is Innovation-Seekers

Unlock new growth by understanding how open your consumers are to trying your brand

Trendsetting disposition

40% 29% 25% 6%

Innovation-seekers Trend leaders Mainstream followers Routine-seekers

enjoy trying new things. They try Enjoy being the first to try new Sometimes try new things - but Seldom try new things.
to keep up with what's new and things. They love to keep "ahead don't go out of their way to seek They find it far better to know
often look out for new products of the curve", and tell others them what you want vs. risking buying
about new products something that may not work out

Customise new product nurturing to the trendsetting disposition of your consumers.

Source: NielsenIQ 2022 Brand Balancing Act Survey, May 2022

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Future is RESHAPED via
redirected,
rebalanced,
recharted
Consumer Landscape
Pandemi ile birlikte değişen tüketici,
alışverişçi ve perakende dünyasında;
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• Fiyat stratejileri ile ürün portföyü ve hizmetler nasıl
optimize ediliyor?

• Sürdürülebilirlik/sağlık/yerelleşme ekseninde tüketici

beklentilerini karşılamak üzere markaların öncelikleri
neler?

• Pazarlama ve iletişim stratejilerinde değişen tüketici

beklentileri nasıl dikkate alınıyor?

• Uzun vadeli marka değeri yaratmak ve korumak için

yapılan inovasyon yatırımları neler?

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Thank you.

For more insights:

Nur Serenli
Consumer Insights Director
niq.com/global/en/insights/
NielsenIQ

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© 2021 Nielsen Consumer LLC. All Rights Reserved.