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Page 1: Packaging Trends in Turkey

Prepared & Presented by

ASLIHAN ARIKAN (Ms.)

General Secretary

ASD – Turkish Packaging Manufacturers Association

Ipack-Ima 2015, Milan – ITALY, 19/20.05.2015

Page 2: Packaging Trends in Turkey

Sustainably (3 + 1) S

2

A graphical designer, Mr. Ilhan Bilge,

specialized in packaging design is

expressing packaging with a so called

3 S formula

The Packaging

Surrounds

Saves

Sells

Considering the restraint of the natural resources we have

extended this expression with an additional S .

The Product

Page 3: Packaging Trends in Turkey

70% used for

• food and drink,

• healthcare,

• cosmetics,

• other consumer,

products

Other 30%, used for industrial purposes.

Packaging

Page 4: Packaging Trends in Turkey

Packaging

Convenient,

Attractive,

Economic,

Hygienic / Safe,

Functional,

Sustainable.

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The Purpose of Packaging

• Primarily to protect or preserve its contents

and,

• Secondly to improve the products presentation.

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6

But the ultimate and real purpose of modern packaging is set by the

modern and liberal world as:

Improve the life standard of the consumers.

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Packaging

is a strategical tool for trade

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Packaging Sector

enables marketing of industrial and agricultural products

Page 9: Packaging Trends in Turkey

TURKISH Packaging Industry

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Turkey in a nutshell

Turkey is a Eurasian country stretching across the Anatolian peninsula in

Western Asia and Thrace in the Balkan region of South Eastern Europe.

Anatolia and Thrace are separated by the Sea of Marmara, the Bosporus

and the Dardanelles which are deemed to outline the border between Asia

and Europe thus making Turkey transcontinental.

Page 11: Packaging Trends in Turkey

A powerful regional presence in the Eurasian landmass with strong historic,

cultural and economic influence in the area between Europe in the west

and Central Asia in the east; Russia in the north and the Middle East in

the south, Turkey has come to acquire increasing strategic significance.

Turkey in a nutshell

Page 12: Packaging Trends in Turkey

78 million population increasing 1,5% every year.

Number of cities populated over 1 million = 20

The population is young and highly dynamic that people can adapt

themselves rapidly to novelties and new developments.

Number of working women is increasing

Family sizes shrink

Self service offers in distribution channels increase significantly

18th biggest economy, total GDP 815 billion $

• Total exports in 2014 : 158 billion $

• Total imports in 2014 : 242 billion $

Turkey in a nutshell

Page 13: Packaging Trends in Turkey

Distribution of Production in 2013 based on

Material Group

Turkish Packaging Volume

(tons/year)

PRODUCTION TYPE 2009 2010 2011 2012 2013

PAPER PACKAGING 80.000 117.000 106.300 110.000 88.000

CARDBOARD PACKAGING 418.000 503.000 564.000 534.250 568.000

CORRUGATED CARDBOARD 1.389.000 1.564.000 1.702.500 1.772.000 1.879.000

PLASTIC PACKAGING 1.560.000 1.834.500 2.012.700 2.160.000 2.519.000

METAL PACKAGING 309.500 365.500 363.700 353.250 385.000

GLASS PACKAGING 567.000 734.000 857.000 951.000 978.000

WOOD PACKAGING 385.000 420.000 453.600 469.500 484.000

TOTAL 4.708.500 5.538.000 6.059.800 6.350.000 6.901.000

PAPER1%

CARDBOARD8%

CORRUGATED27%

PLASTIC37%

METAL6%

GLASS14%

WOODEN7%

Turkish Packaging Production is 16 billion $

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EU 250-300 USD

North America350-400 USD

Japonya 550 USD

Estimated World avg. 110 USD

Turkey in 2013 210 USD

Packaging Consumption

(Per Capita USD)

Page 15: Packaging Trends in Turkey

2,372,02

2,38

2,953,1

3,64*

0

0,5

1

1,5

2

2,5

3

3,5

4

4,5

2008 2009 2010 2011 2012 2013 2014*

Exports of Turkish Packaging

Sector(billion USD)

Distribution of exports by packaging type

in 2013 (USD)

050.000.000

100.000.000150.000.000200.000.000250.000.000300.000.000350.000.000

Val

ue

(USD

)

Top 10 Countries in 2013 Packaging Exports

Page 16: Packaging Trends in Turkey

Imports of Turkish Packaging

Sector(billion USD)

Distribution of imports by packaging type

in 2013 (USD)

0

100.000.000

200.000.000

300.000.000

400.000.000

500.000.000

600.000.000

700.000.000

800.000.000

Val

ue

(U

SD)

Top 10 Countries where Packaging is Imported in 2013

A major part of the Packaging imports is

raw material or semi-product imports.

Page 17: Packaging Trends in Turkey

Growth of Packaging Industry &

2023 Packaging Industry Targets(100th anniversary of Republic of Turkey)

• Turkish Packaging Industry Value 28-30 billion $

• Per capita consumption > 300 $

• Exports 10 billion $

Export competitiveness can be enhanced through efficient

Packaging

6,18 5,87

10,512

14

16,2

19*

2008 2009 2010 2011 2012 2013 2014*

Page 18: Packaging Trends in Turkey

16 billion $ Turkish Packaging

Production

Enabling 250-300 billion $

Economic movement.

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Packaging Trends from

TURKEY

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Packaging Legislation

in Turkey

The key drivers affecting and directing the Turkish Packaging industry

can be listed as:

Packaging Waste Regulation (Recovery targets in 2015: 48 for

cardboard, glass, metal, plastics ; 5% for wood),

CEN Packaging & Environment Standards

Regulations on Manufacturing and Distribution of Food Contact

Materials,

GMP

Quality Management Systems for Food Contact Materials

Packaging Requirements on Transportation of Dangerous Goods &

other standards.

Page 21: Packaging Trends in Turkey

Beverages

• Elegance

• Simplicity

• Lightweight design

• Multipacks

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Food

• Ready to go consumption

• Smaller portions

• Attractive design

• Convenient design

Page 23: Packaging Trends in Turkey

Health & Beauty

• Color & shape

– Simplicity or

– Energizing

• Convenience

Page 24: Packaging Trends in Turkey

Other Non-Food

• Being different

• Lightweight design

Page 25: Packaging Trends in Turkey

Industrial Packaging

• Alternative markets & materials

• Lightweight material

• Structural design

• Protecting product

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Point of Sale Display &

Presentation

• Good product visibility

• Attractive design

• Shelf communication

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Packaging Materials

• Barrier protection

• Convenience

• Printing quality

• Easy storage

• Alternative materials

• Environment: Prevention, Reuse, Recovery.

3 lt stackable

PET bottles

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Prevention

Fewer Raw Material = Lower Energy consumption

Positive contribution to Economy

Less Fuel consumption during transportation

Less Greenhouse gas emission

Cheaper Products placing on the market

Positive contribution to the purchasing power of the

Consumers

Page 29: Packaging Trends in Turkey

Glass Bottle

215 gr

195

185 180 gr

135

155

175

195

215

235

255

2002 2003 2004 2005 2006 2007 2008 2009

Weight(grams/bottle)

Year

LightweighteningSingle Use C. Cola Bottles

Reference: ACS

Page 30: Packaging Trends in Turkey

PET Bottle

22,5 gr

16,5

15,5

14,9

13,5

12,9

12,1

11,9

10,5 gr

0

5

10

15

20

25

1998 2000 2002 2004 2006 2008 2010

Weight(grams/bottle)

Year

Lightweightening0,5 L PET Water Bottle

Reference: Artenius Turkpet

Target

< 10 gr

Page 31: Packaging Trends in Turkey

Aluminum Can

18,6 gr

16,21

15,4

14,91

13,8

13,04

12,7 gr

0

5

10

15

20

25

30

1980 1985 1990 1995 2000 2005 2010

Weight (grams/can)

Year

Lightweightening330 ml Aluminum Beverage Can

Reference: Rexam

Page 32: Packaging Trends in Turkey

Steel Can

103,3 gr

96

87,5

77,5 gr

0

20

40

60

80

100

120

1970 1980 1990 2000 2010 2020

Ağırlık (gram/kutu)

Yıl

Lightweightening850 ml Steel Can

Reference: ArcelorMittal

Page 33: Packaging Trends in Turkey

Packaging Machinery

• Turkey has to produce high

standard packaging

machinery.

• The CE sign is compulsory

for all machinery made in

Turkey since 2002.

• Turkish machinery

producers have fulfilled the

obligations of CE.

Page 34: Packaging Trends in Turkey

Turkish manufacturing industry is expanding &

Packaging industry fulfills the requirement of this expansion.

As a conclusion :

Page 35: Packaging Trends in Turkey

Thanks for your attention and patience.

Aslihan Arikan

[email protected]

www.ambalaj.org.tr


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