The fast-moving consumer goods sector is one of the most dynamic areas of competition law due to the multi-layered commercial relationships between manufacturers, suppliers, distributors, national and local retailers, online grocery businesses and digital platforms. The purchasing power of large retailers, the expansion of private-label products, promotional and discount mechanisms, and the increasing integration of physical and digital sales channels continuously reshape competitive conditions within the sector.
The Turkish Competition Authority's Sector Inquiry into Fast-Moving Consumer Goods Retailing in Türkiye provides a detailed assessment of the significance of concentration, retailer buyer power, supplier-retailer relationships and digitalisation from a competition perspective. In particular, the Authority examined the implications of concentration at the retail level for supply markets and the potential effects of buyer power.
Within this structure, promotional planning, price-related communications, recommended resale prices, agreements with distributors and retailers, exclusivity arrangements, category management and the exchange of commercially sensitive information require careful consideration. KFD Consulting assesses companies' sales and distribution systems from a competition law perspective without disrupting their commercial functionality, while establishing clear rules and control mechanisms that commercial teams can use in their day-to-day decision-making. Ensuring that marketing, sales, purchasing and senior management teams operate within the same competition law framework may provide more effective risk management than purely theoretical compliance programmes.