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Tetra Pak Researched Consumer Trends in 50 Countries
07 May 2025Committed to making food safe and accessible everywhere with an approach to protecting people and the planet, Tetra Pak has published important findings and insights with its “Consumer Trends Survey”. As a result of the research conducted in 50 countries, including Turkey, two trends were detected in five main themes and a total of 10 important consumer trends that stood out in 2023 were identified.
The research published by Tetra Pak tracks changes in consumer behavior, identifying and analyzing interesting consumer trends and opportunities that businesses in the food and beverage industry can benefit from. The research consists of five main themes: "smart and harmonious consumer", "eating for strength", "climate awareness", "connecting" and "intertwined lives".
Spending Habits Are Being Reshaped
The economic shock seen in most of the world is pushing some consumers to change their behavior and consumption habits. Brands and influencers encourage people to get more for their money and waste less with micro and macro benefits.
According to Tetra Pak's research, 63 percent of participants around the world state that the inflation rate and price increases in general worry households. In Turkey, this rate rises to 77 percent. Turkish consumers were asked, “What methods would you use if price increases meant that you could no longer afford your usual lifestyle?” When asked the question, 50 percent of consumers first say that they will spend less money on socializing. 48 percent of consumers prefer to postpone major shopping plans such as furniture and cars. Only 30 percent of consumers find it reasonable to cut down on food expenses.
The increasing cost of living, combined with the abundance of options, creates a sensitive approach to shopping. Worldwide, "Which expense do you save on first when savings are necessary?" The most common answer to the question is reducing eating out, with a rate of 46 percent.
Holistic Approach to Nutrition: Interest in Healthy Products Is Increasing
Dietary choices help some people take a holistic approach to improving both their mental and physical health.
86 percent of Turkish consumers say, "I should do more to take care of myself physically." 84 percent of consumers worldwide share the same opinion. 68 percent of Turkish consumers and 70 percent of participants worldwide say they would sacrifice comfort to access healthier products. On the other hand, technology seems to make things easier for consumers in this sense, as a matter of fact, 65 percent of consumers around the world say, "I think the role of health technologies will become increasingly important."
79 percent of those surveyed say they need to pay more attention to their mental health and mental well-being. In Turkey, this rate is above the world average: 83 percent of Turkish participants care about being mentally well and think that they should take better care of their soul. “Do you take care to consume foods and drinks that are good for your mental health?” The answer to this question is "yes" by 83 percent worldwide.
Our Habits Must Change Rapidly Against the Climate Crisis
As the climate crisis reaches critical points, people are paying attention to these global news and it is becoming increasingly difficult to ignore them. Some consumers expect brands to provide useful information and actionable options needed to make sustainable purchasing decisions.
79 percent of consumers around the world state that they agree with the statement, "If we do not change our habits quickly, we are heading towards an environmental disaster." Turkey is a little more determined about this change: 84 percent of Turkish consumers agree that we have to change our habits to avoid an environmental disaster.
According to the survey conducted in countries including Turkey, "Which actions do you think will be most effective in reducing greenhouse gas emissions?" When asked, the most common answer given by consumers is "recycling" with a rate of 49 percent. After recycling, the most important thing is to switch to the use of "renewable energy-electricity".
Turkish Consumers Prefer Brands That Match Their Values
The rapid emergence of new communication technologies brings with it the potential to transform the way people connect and create a space where everyone can feel included wherever they want.
People say they expect food and drink manufacturers, supermarkets and grocery stores to reflect their values. In 50 countries, including Turkey, Tetra Pak asks consumers "When you think about choosing a product or service, which products and services do you think are most important to share the same values with you?" he asks. 32 percent of consumers state that they primarily prefer food and beverage producers, and 28 percent primarily prefer markets and supermarkets to suit their own values.
A significant portion of consumers have started to make it a habit to prefer domestically produced products from their own country. 69 percent of consumers worldwide say, "I prefer domestic products over imported products." In Turkey, 45 percent of consumers state that they would prefer domestic products to imported ones.
Stores and Restaurants Are Transforming with the Pandemic
Pandemic; It has accelerated the mixing of physical and digital environments, our home and work lives. Shops and restaurants are transforming to increase living comfort and adapt to hybrid lifestyles.
Tetra Pak asked consumers in 50 countries which is more difficult, between online shopping and in-store shopping. The rate of people worldwide who think that online shopping is more difficult than going to a store is 41 percent. Türkiye, on the other hand, is much more at peace with online shopping and e-commerce compared to the rest of the world. Only 29 percent of Turkish consumers find online shopping more difficult than physical shopping.
While connecting with like-minded people, some people also want to have fun by daring to try new tastes, recipes and trends from the virtual world. Creators, influencers and gamers play a key role in spreading new ways to enjoy food and drink, demonstrating the potential to create extraordinary global demand for exciting new products and experiences.
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