--- kind: sector_report lang: en sector: grocery week: 2026-w43 period_start: 2026-10-19 period_end: 2026-10-25 pdf: https://starlecta.com/reports/weekly/Starlecta_Weekly_market_1910-25102026_EN.pdf --- # Influencer Marketing Competitive Analysis · Grocery retail *Starlecta weekly sector report · Week of 19–25 October 2026* > **Licence:** © 2026 Starlecta FZCO. All rights reserved. You may quote the data and figures with a citation to Starlecta and this page's address, and share the report unchanged with the Starlecta logo and attribution. Any other use, including edited or re-branded copies, needs written permission (starlecta.com/en/terms). This report covers the 3 platforms with the most creator content in Grocery retail for the week of 19–25 October 2026. In the week of 19–25 October, Migros reached the highest volume of the three grocery chains with 427 contents; 50.8% of them were stories. On 19–25 October, 35.4% of A101's 288 contents were posts and 40.9% of CarrefourSA's 66 contents were stories. ## Key figures - **Contents:** 781 (unique stories, reels and posts naming a brand) - **Creators:** 236 (distinct accounts) - **Brands:** 3 (Migros, A101, CarrefourSA) - **Most contents:** Migros (427 contents) [Full report (PDF)](https://starlecta.com/reports/weekly/Starlecta_Weekly_market_1910-25102026_EN.pdf) · 24 pages, 1.4 MB Key figures as data: [JSON](https://starlecta.com/en/research/turkey/grocery/2026-w43/data.json) · [CSV](https://starlecta.com/en/research/turkey/grocery/2026-w43/data.csv) Brand names are real; influencer names, handles, avatars and post links are removed and content images are blurred. ## Full text (anonymised) Published 30 October 2026 · Period 19–25 October 2026 · Counters read 29 October 2026 · Instagram · universe of tracked Turkish content creators Starlecta weekly sector report Influencer Marketing Competitive Analysis Grocery retail 19 October – 25 October 2026 (7 days) · Instagram posts, reels and stories · Turkish Instagram accounts Starlecta tracks: about 12 thousand at the start of the week; the tracked base widened to about 51 thousand on 24–26 October Migros A101 CarrefourSA This report covers the 3 platforms with the most creator content in Grocery retail for the week of 19–25 October 2026. 368 of the 383 reels in the period were analysed from the video itself. | Contents | Creators | Brand | Period | |---|---|---|---| | 781 contents naming a brand | 236 distinct accounts | 3 supermarkets | 7 days | Prepared by: Starlecta Contents 01 · Summary Executive summary 2 Comparison table 3 02 · Method Scope and method 4 03 · Comparative view Visibility share, format, segment 5 Last 9 weeks (24 Aug–25 Oct 2026) 6 Creator pool, disclosure, timing 7 Creator overlap 8 04 · Creative and communication Creative comparison 9 Creative comparison (continued) 10 05 · Brand profiles Migros 11 A101 14 CarrefourSA 17 06 · Insights and opportunities Additional insights 20 Opportunities 21 Appendix Data glossary and method notes 22 Based on creator posts that name the brand; not confirmation of a paid collaboration. 1 / 22 --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Summary 01 ### Executive summary This report covers the 3 platforms with the most creator content in Grocery retail for the week of 19–25 October 2026. Contents 781 7 days · 781 brand assignments Creators 236 35 accounts in 2+ brands Story share 33% of 781 brand assignments Largest volume Migros 427 contents · 135 creators Key findings - On 19–25 October 2026 the three supermarket chains appeared in 781 contents from 236 accounts: Migros 427, A101 288, CarrefourSA 66. - Migros is story-led (50.8%); A101 is reels- and post-led (59.0% and 35.4%); at CarrefourSA stories are 40.9% and reels 39.4%. - Deal accounts produced 81.5% of contents at Migros, 77.4% at A101 and 71.2% at CarrefourSA; they were not counted as collaborations. - Weekly change (account-content rows, 12–18 → 19–25 October): Migros fell from 482 to 428 and CarrefourSA from 84 to 68; A101 shows no marked change. - At Migros the drop is in reels (from 255 to 189); at A101 reels fell and posts rose. - The reel of the week is an A101 village-life vlog shared on 19 October: the most-played reel among non-deal accounts, with 2,725,169 plays. - At Migros, 84 of the 210 non-story contents, and at CarrefourSA, 13 of the 39, described the buy 1 get 1 free campaign. - A peanut butter that reached A101 shelves on 22 October was the subject of 19 reels; 18 accounts, 12 of them saying '22 October' in the caption. What the comparison shows - Format: Migros is story-led (50.8%), A101 reels- and post-led (59.0% and 35.4%); at CarrefourSA stories and reels are about equal. - Scale: median followers 171,262 at CarrefourSA, 106,923 at Migros, 49,669 at A101. - Median reels plays: Migros 58,536, A101 37,464, CarrefourSA 25,076. - Repeat accounts produced 83.4% of contents at Migros, 79.7% at A101 and 82.4% at CarrefourSA. - Shared accounts: Migros–A101 1, Migros–CarrefourSA 1, A101–CarrefourSA 0; news and deal accounts excluded. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Summary 01 ### Comparison table Volume, format, creator pool, disclosure and performance; brands ordered by 7-day volume. | Brand | Contents 7 d | Creators | Format mix story · reels · post | Macro+mega content share | Repeat creator share | Ad disclosure | Co-authored post | Median reels plays | Median ER post per follower | Median ER reels per play | |---|---|---|---|---|---|---|---|---|---|---| | Migros | 427 | 135 | 51% · 44% · 5% | 42.0% | 83.4% | 40.3% | 3.3% | 58.5 K n=185 | 0.29% n=20 | 0.36% n=159 | | A101 | 288 | 106 | 6% · 59% · 35% | 15.1% | 79.7% | 20.7% | 6.9% | 37.5 K n=164 | 0.30% n=97 | 0.48% n=152 | | CarrefourSA | 66 | 33 | 41% · 39% · 20% | 39.7% | 82.4% | 48.8% | 8.8% | 25.1 K n=28 | 0.01% n=12 | 0.39% n=26 | Story Reels Post Period 19 October – 25 October 2026. Format mix is by distinct content (Contents 7 d column); macro+mega share, repeat creator share, ad disclosure and co-authored post are over account-content rows (a post published jointly by two accounts is one content and two rows). Account-content rows: Migros 428, A101 291, CarrefourSA 68; posts and reels only: 211, 275, 41. Macro 250 K–1 M, mega 1 M+ followers. Repeat creator share: share of content produced by accounts that posted the brand 2+ times in the period. Ad disclosure: share of posts and reels carrying a #reklam / #işbirliği / #tanıtım tag; includes the 'Ücretsiz #reklam' tag on gifted products, excludes contents noted 'reklam değil/yok' (not an ad) or 'kendim aldım' (bought it myself) (stories are not part of this rate). Co-authored post: content published with Instagram's co-author feature. Plays are for reels only. ER = (likes + comments) rate, two separate medians: per follower for posts, per play for reels; the two use different denominators and are not comparable with each other. n = account-content rows entering the median; contents with hidden like counts excluded. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Method 02 ### Scope and method Data source, brand matching, media analysis and limits. Data source - Turkish Instagram accounts Starlecta tracks: about 12 thousand at the start of the week; the tracked base widened to about 51 thousand on 24–26 October; posts, reels and stories. - Period: 19 October – 25 October 2026 (7 days). Last 9-week series for the weekly trend (from the week of 24 August 2026). - In total 781 contents, 236 distinct accounts; 0 contents naming more than one brand were counted separately for each brand. - Followers, category and audience (gender, age, city) information come from Starlecta profile data. - Even if a brand's tag, mention and link appear several times in the same content, the content was counted once for that brand. - Posts from the platforms' own accounts were not counted; contents excluded on 19–25 October: A101 9 (2 posts, 5 reels, 2 stories); Migros 76 (37 posts, 20 reels, 19 stories). Brand matching Brand and sub-brand account tags (@), hashtags and brand names in the description text. The platforms were selected as the top 3 platforms by content count in the weekly ranking (tag and link matching; the platform's own account and deal accounts excluded). In this story- and link-led sector, the minimum of 5 reels was not applied to the 19–25 October selection. Frequently matched accounts: Migros @migros A101 @a101 CarrefourSA @carrefoursa Media analysis - 701 unique creatives were analysed visually: images directly, videos through the opening frame and a 4-frame summary. - 368 of the 383 reels in the period were analysed from the video itself: four frames, the opening frame and audio. The audio of 329 videos containing speech was transcribed; the communication language was taken from these transcripts and descriptions. - For each creative, content type, tone, product placement, setting, whether the creator is on camera, call to action and period/occasion were classified; 18 of the unique creatives were not classified. - Repeats of the same image across different accounts (perceptual similarity) were grouped as a single creative. Limits and reading notes - The universe is not all of Instagram; absolute volumes are a lower bound. The number of tracked accounts grew over the last 9 weeks; weekly trends show direction. - For story contents, visibility is measured by content count; ad disclosure and performance are computed over posts and reels. Ad disclosure includes the 'Ücretsiz #reklam' tag on gifted products; contents noted 'reklam değil/yok' (not an ad) or 'kendim aldım' (bought it myself) do not enter the rate. - Sector news and deal/discount accounts were flagged separately; overlap and creative selections were prepared excluding these accounts. - A brand name appearing is not evidence of a paid collaboration. - The tracked account base widened on 24–26 October: posts and reels of the new accounts were completed 90 days back, while their stories exist from the day they were added. Therefore story counts are not directly comparable across weeks; the weekly change was counted with the same matching in both weeks. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Comparison 03 ### Visibility share, format and follower segment Which brand is how visible, in which format and with accounts of what size? Visibility share Content count and share · n = 781 brand assignments Creator count and share · n = 274 brand–account pairs Format and follower segment Format mix, content share · content count on the right 51 44 59 35 41 39 20 Story Reels Post Follower segment, content share · macro+mega share on the right 22 34 32 10 42 36 14 46 26 13 Nano <10 K Micro 10–50 K Mid 50–250 K Macro 250 K–1 M Mega 1 M+ Period 19 October – 25 October 2026; contents naming more than one brand were counted for each brand. Follower segment is by the account's current follower count. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Comparison 03 ### Last 9 weeks (24 Aug–25 Oct 2026) Campaign waves: which brand concentrated when? Migros 427 distinct contents / 7 d · 3,628 account-content rows / 9 weeks Peak: week of 24 Aug, 494 account-content rows A101 288 distinct contents / 7 d · 2,697 account-content rows / 9 weeks Peak: week of 5 Oct, 342 account-content rows CarrefourSA 66 distinct contents / 7 d · 466 account-content rows / 9 weeks Peak: week of 12 Oct, 84 account-content rows 7-day analysis period Weekly account-content rows (a co-authored content is a separate row for each account; the distinct content count is in the comparison table) (weeks starting Monday), 24 August – 25 October 2026, n = 6,791 account-content rows. Each panel's vertical scale is its own; see the previous page for the level across brands. The series shows the nine weeks from the week of 24 August to the report week with the same matching. The tracked account base widened on 24–26 October: posts and reels of the new accounts were completed 90 days back, while their stories exist from the day they were added. Therefore story counts are not directly comparable across weeks; the weekly change was counted with the same matching in both weeks.\nThe last point is the report week. Because the number of tracked accounts grew during the period, trends show direction; early weeks may look low. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Comparison 03 ### Creator pool, disclosure and timing Continuity with the same accounts or visibility with a broad pool? How is disclosure done, when is it posted? Repeat and one-off creators 64 / 135 accounts posted 2+ times · up to 34 contents from a single account 47 / 106 accounts posted 2+ times · up to 15 contents from a single account 21 / 33 accounts posted 2+ times · up to 5 contents from a single account Contents of repeat accounts One-off Disclosure and brand link | Brand | Ad label | Co-authored post | Brand tag | Paid partnership | n | |---|---|---|---|---|---| | Migros | 40% | 3% | 2% | 0% | 211 | | A101 | 21% | 7% | 0% | 1% | 275 | | CarrefourSA | 49% | 9% | 15% | 4% | 41 | Ad label: #reklam/#işbirliği/#tanıtım (including gifted 'Ücretsiz #reklam'; excluding 'reklam değil/yok' (not an ad)), within posts+reels (n = account-content rows). Co-authored post, brand tag and Instagram paid-partnership label are over all account-content rows (counts in the comparison table note). Posting day Mon Tue Wed Thu Fri Sat Sun Hour Migros 9 8 28 21 14 9 10 00:00 A101 12 12 28 14 11 14 9 19:00 CarrefourSA 28 15 18 6 21 12 2 17:00 Inline percent: distribution of contents across the days of the week (Turkey time). Dark cell marks the brand's busiest days; the last column is the busiest hour. n = the brand's 7-day account-content rows (Migros 428 … CarrefourSA 68). Period 19 October – 25 October 2026. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Comparison 03 ### Who with whom: creator overlap Do rival brands work with the same creators? Number of shared creators | | Migros | A101 | CarrefourSA | |---|---|---|---| | Migros | 58 | 1 | 1 | | A101 | 1 | 40 | 0 | | CarrefourSA | 1 | 0 | 11 | Diagonal: the brand's creator count. Cell: number of accounts that posted both brands in the period. News and deal accounts excluded; n = 107 accounts, 2 accounts in 2+ brands. Shared accounts between direct competitors Creator 01 Creator 02 Regular creators posting for multiple brands · content count Migros 2 CarrefourSA 1 Migros 1 A101 1 News and deal accounts were excluded because they inflate the raw overlap. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Creative 04 ### Creative and communication comparison How brands build their contents: type, tone, product placement, setting and call. Content type 91 92 94 Trial / shopping Informational / educational Unboxing Lifestyle vlog Recipe / kitchen Other Tone 56 35 63 28 72 22 Informative Neutral Fun / humorous Warm / family Energetic / young Other Product placement 32 31 36 28 43 25 62 16 22 Product in focus Product in hand In background Logo only Not visible Other Setting 92 87 10 94 Supermarket / store Home Outdoors Studio Vehicle Other Automatic visual and speech classification per creative; repeated identical visuals counted as one creative. n = analysed creatives. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Creative 04 ### Creative and communication comparison (continued) How brands build their contents: type, tone, product placement, setting and call. Is the creator on camera? (videos) 79 16 80 15 81 15 Face visible Not visible Hands only Other Call to action 27 26 26 15 56 11 22 17 44 23 Follow the brand Discount code Link / swipe None Buy in store Other Period / occasion 62 31 47 50 58 34 No occasion New product launch Back to school Football match Holiday / travel Other Automatic visual and speech classification per creative; repeated identical visuals counted as one creative. n = analysed creatives. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Brand 05 ### Migros Figures, creative selection and summary Contents · 7 d 427 19–25 October 2026 Creators 135 Format 51% · 44% · 5% story · reels · post Median reels plays 58.5 K n = 185 reels ER · post 0.29% median, per follower · n = 20 ER · reels 0.36% median, per play · n = 159 Ad disclosure 40% posts+reels, n = 211 · co-authored post 3% Reels Creator 03 660 K plays · 21 Oct Reels Creator 04 701 K plays · 22 Oct Reels Creator 05 1.9 M plays · 22 Oct Reels Creator 06 32.9 K plays · 21 Oct Reels Creator 07 34.0 K plays · 21 Oct Reels Creator 08 13.6 K plays · 23 Oct Reels Creator 09 29.2 K plays · 19 Oct Reels Creator 10 40.8 K followers · 24 Oct Post Creator 01 ER 1.0% per follower · 19 Oct Story Creator 11 1.1 M followers · 25 Oct Summary Migros delivered 50.8% of its contents as stories on 19–25 October; 82 of its 188 reels announced the buy 1 get 1 free campaign. - On 19–25 October 2026 Migros appeared in 427 contents from 135 accounts: 217 stories, 188 reels, 22 posts. - Deal accounts produced 348 of the 427 contents (81.5%); 214 of the 217 stories were matched by link sticker. - Account-content rows fell from 482 on 12–18 October to 428 (11.2%); the drop is in reels (from 255 to 189), stories are steady at 217, posts rose from 10 to 22. - Median reels plays 58,536 (n=185); ER per play 0.36% (n=159). - 28.9% of accounts are nano or micro; 42.0% of contents come from macro and mega accounts. Top posting accounts | Account | Category | Followers | Contents | |---|---|---|---| | Creator 12 deal | Shopping & deals | 1.2 M | 34 | | Creator 13 deal | Shopping & deals | 771 K | 28 | | Creator 14 deal | Shopping & deals | 11.6 K | 19 | | Creator 15 deal | Shopping & deals | 675 K | 14 | | Creator 16 deal | Shopping & deals | 283 K | 14 | Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Brand 05 ### Migros · campaigns and collaborations Campaigns that stood out in the period, with sample contents Campaign The same product as a gift: chocolate on 21 October, oral care, diapers and jam among other categories on 22–24 October; it appears in 84 of the 210 non-story contents. Creator 06 Creator 07 - Creator 06 Campaign announcement listing the categories and dates one by one; 32,885 plays. - Creator 07 Short reel describing the chocolate campaign in a humorous tone; 33,952 plays. Campaign Migros Ekstra inside the app was presented in 7 reels; three of the captions start with the pattern 'what's on Migros Ekstra'. Creator 03 Creator 08 - Creator 03 Collaboration reel showing luxury-brand products on a phone screen; 660,045 plays. - Creator 08 Reel starting with the same pattern, adding discounted models to the cart; 13,581 plays. Campaign The arrival of fruit-extract products at Migros was described in 3 reels; the creators found the product in store and tried it. Creator 09 Creator 10 - Creator 09 Collaboration reel trying the product by pouring it over a dessert; 29,165 plays. - Creator 10 Reel announcing as good news that the product is now at Migros. Campaign A diaper brand described the offer together with the store, Sanal Market and Migros Hemen channels; co-authored promotion. Creator 05 - Creator 05 Reel co-authored with the brand account, tagged #tanıtım; 1,936,456 plays. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Brand 05 ### Migros · strategy, creative and communication Creator strategy, creative approach, communication language and standout creatives Creator strategy - 28.9% of accounts are nano or micro; 42.0% of contents come from macro and mega accounts; median followers 106,923. - 64 repeat accounts (47.4%) produced 83.4% of contents; up to 34 contents from a single account, 23 accounts posted 5 or more. - Deal accounts produced 348 of the 427 contents; these accounts were not counted as collaborations, read only as context. - 55.6% of accounts are in shopping and deals, 8.9% in food and drink; 71.9% are women. - No co-author tag with the brand's account (0); collaboration reels are in small clusters: 7 reels at Migros Ekstra, 3 at Zühre Ana. Platform and format - 217 stories, 188 reels, 22 posts; story share 50.8%, reels 44.0%. - 214 of the 217 stories were matched by link sticker; stories carry no like or play counts. - Median reels plays 58,536 (n=185), ER per play 0.36% (n=159); for posts 0.29% per follower (n=20). - Busiest day Wednesday (27.8%); busiest hour 00:00 (23.4%). Creative approach - Of 374 analysed creatives, 91.7% are in a store setting; 90.6% are trial and shopping presentations. - The product is the main subject in 32.4%, in hand in 31.0% and in the background in 36.1%. - The face is visible in 79.5% of creatives; 56.4% have an informative tone. - Speech was transcribed in 74.4% of videos (n=234); 30.8% of creatives were read as new product launches. Content structures - Campaign announcement: start date → product categories → 'drop by your nearest store' call; categories are listed in turn in the speech. - App discovery: Migros Ekstra on a phone screen → liked products into the cart → discount emphasis. - Product good news: the creator finds the product in store → tries it → ends with the 'now at Migros' emphasis. Communication language Short, informative announcement language stating the campaign date and product category directly. “A buy one get one gift campaign has started at Migros.” “Look what's on Migros Ekstra in the Migros app!” “Good news! Zühre Ana products are now at Migros!” “Don't miss the buy 1 get 1 free deal on chocolate and chocolate bars at Migros” - 'buy 1 get 1 free' or 'buy 1 get 1 gift' appears in 84 of the 210 non-story contents. - Ad disclosure (#reklam/#işbirliği/#tanıtım) in 85 of 211 non-story account-content rows (40.3%); 87 rows with an organic note like 'reklam yok' (no ad) are excluded. - In 3 of the 7 reels at Migros Ekstra, the caption starts with the pattern 'what's on Migros Ekstra'. Data note - Deal accounts produced 348 of the 427 contents: the volume reflects discount announcements more than creators tied to the brand. - Story counts are affected by the account-base widening on 24–26 October; 217 stories are not directly comparable across weeks. - Post ER is per follower (n=20), reels ER is per play (n=159); the two bases are not comparable and the post base is small. Standout creatives Creator 03 Migros Ekstra reel: 660,045 plays, from an account with 228,009 followers; phone screen and products added to the cart. Creator 04 Reel describing the hazelnut cocoa spread discount through its ingredients and hazelnut ratio; 701,061 plays. Creator 05 Reel describing the diaper Buy 2 Pay 1 offer as a post co-authored with the brand account; 1,936,456 plays. Sub-brands and tags Brand and sub-brand accounts · contents @migros 9 Top hashtags · contents #migros 29 #migrosekstra 6 #çikolata 4 #bebekbezi 3 #bedava 3 #doublesoft 3 News and deal accounts excluded. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Brand 05 ### A101 Figures, creative selection and summary Contents · 7 d 288 19–25 October 2026 Creators 106 Format 6% · 59% · 35% story · reels · post Median reels plays 37.5 K n = 164 reels ER · post 0.30% median, per follower · n = 97 ER · reels 0.48% median, per play · n = 152 Ad disclosure 21% posts+reels, n = 275 · co-authored post 7% Reels Creator 17 2.7 M plays · 19 Oct Reels Creator 18 995 K plays · 23 Oct Reels Creator 19 122 K plays · 21 Oct Reels Creator 20 42.8 K plays · 21 Oct Reels Creator 21 20.3 K plays · 21 Oct Reels Creator 22 18.5 K plays · 19 Oct Reels Creator 23 3,740 plays · 22 Oct Reels Creator 24 941 plays · 21 Oct Reels Creator 25 20.1 K plays · 21 Oct Reels Creator 26 39.6 K plays · 20 Oct Summary A101 delivered 35.4% of its contents as posts on 19–25 October; a peanut butter that reached shelves on 22 October was the subject of 19 reels. - On 19–25 October 2026 A101 appeared in 288 contents from 106 accounts: 170 reels, 102 posts, 16 stories. - Account-content rows stayed below the 12–18 October week; reels fell, posts rose. - Deal and news accounts produced 223 of the 288 contents (77.4%). - Median reels plays 37,464 (n=164); ER per play 0.48% (n=152). - 51.0% of accounts are nano or micro; 15.1% of contents come from macro and mega accounts. Top posting accounts | Account | Category | Followers | Contents | |---|---|---|---| | Creator 27 deal | Shopping & deals | 64.9 K | 15 | | Creator 28 deal | Shopping & deals | 37.7 K | 14 | | Creator 29 deal | Shopping & deals | 107 K | 13 | | Creator 30 deal | Shopping & deals | 319 K | 12 | | Creator 31 deal | Home & living | 43.5 K | 10 | Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Brand 05 ### A101 · campaigns and collaborations Campaigns that stood out in the period, with sample contents Campaign Sugar-free salted peanut butter went on sale at A101 for the first time; 19 reels came from 18 accounts, 12 with '22 October' in the caption. Creator 20 Creator 21 - Creator 20 Reel trying the product while saying 'for the first time at A101'; 42,833 plays. - Creator 21 Test reel shot as a #işbirliği collaboration with the product brand; 20,295 plays. Campaign Earning Artı Para, QR at the checkout and pet shopping were presented in collaboration reels. Creator 22 Creator 18 - Creator 22 #işbirliği reel explaining the steps to earn Artı Para at the checkout with a QR code; 18,530 plays. - Creator 18 #işbirliği reel introducing A101 Pati through their cat; 995,388 plays. Campaign Tracksuits were presented in two reels with the Aldın Aldın campaign; both stayed at low plays. Creator 23 Creator 24 - Creator 23 #reklam #işbirliği reel styling a tracksuit; 3,740 plays. - Creator 24 Reel introducing the products in the voice of an architecture student; 941 plays. Campaign Offer-catalogue products were shared before reaching the shelves; 'aktüel' (weekly offers) or 'katalog' (catalogue) appears in 148 of the 272 non-story contents, mostly from deal accounts. Creator 25 Creator 26 - Creator 25 Reel announcing a metal serving tray and snack bowl 'coming for 99₺'; 20,065 plays. - Creator 26 Reel showing bagged succulents from 149 TL; 39,647 plays. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Brand 05 ### A101 · strategy, creative and communication Creator strategy, creative approach, communication language and standout creatives Creator strategy - 51.0% of the 106 accounts are nano or micro; 15.1% of contents come from macro and mega accounts; median followers 49,669. - 47 repeat accounts (44.3%) produced 79.7% of contents; up to 15 contents from a single account. - Deal and news accounts produced 223 of the 288 contents; not counted as collaborations, context only. - Ad disclosure on 20.7% of non-story contents; 40.3% at Migros, 48.8% at CarrefourSA. - 7 of the 20 co-authored contents are with a peanut butter brand's account; the supplier brand co-wrote with creators at launch. Platform and format - 170 reels, 102 posts, 16 stories; reels share 59.0%, posts 35.4%, stories only 5.6%. - Median reels plays 37,464 (n=164), ER per play 0.48% (n=152); for posts 0.30% per follower (n=97). - Busiest day Wednesday (28.2%), busiest hour 19:00. Creative approach - Of 252 analysed creatives, 86.9% are in a store setting; 91.7% are trial and shopping presentations. - The product is in hand in 43.2%, the main subject in 28.2% and in the background in 25.0%. - The face is visible in 79.8% of creatives and only hands in 15.2%; 62.7% have an informative tone. - 49.6% of creatives were read as new product launches; speech was transcribed in 69.0% of videos (n=158). Content structures - Product discovery: shelf or package → price → 'first time at A101' emphasis → tasting or trial. - App walkthrough: phone screen → Artı Para or Pati → use in store or at the checkout. - Early news: close-up of the offer-catalogue product → price → 'coming to A101 tomorrow' call. - Post: offer-catalogue pages; the validity day in the headline (22 October, Thursday 29 October) and the date. Communication language Short announcement and trial language putting price, date and the 'first time on shelves' emphasis up front. “We're trying the product that is at A101 for the first time in Turkey.” “Before I go shopping at A101, the first thing I do is open the A101 app.” “A brand-new flavour coming to A101: FitNut Salt’n Cream!” “For legal reasons let's say ad, it does not involve a collaboration” - Ad disclosure (#reklam/#işbirliği/#tanıtım) in 57 of 275 non-story account-content rows (20.7%); 149 rows with an organic note like 'reklam yok' (no ad) are excluded. - '22 October' is repeated in the caption of 12 of the 19 peanut butter reels, and 'no added sugar' in 11. - In the app reels, the steps 'my QR code', 'Artı Para' and 'A101 Pati' are said in sequence. Data note - Deal and news accounts produced 223 of the 288 contents: the volume of posts and reels is the volume of discount announcements. - #bim appears in 41 and #şok in 24 of the 272 non-story contents; the A101 tag is often in the same list as other supermarkets. - Creator 17's reel got 9,370 likes and 0 comments on 2,725,169 plays; ER per play 0.34%. Standout creatives Creator 17 The most-played reel among non-deal accounts, 2,725,169 plays: a village-life vlog, with A101 named through the brand tag in the caption and a coffee break. Creator 18 995,388 plays: a warm collaboration reel introducing A101 Pati through the cat's needs list. Creator 19 121,525 plays: reel turning peanut butter into a snack recipe with puffed rice and puffed buckwheat. Sub-brands and tags Brand and sub-brand accounts · contents The brand match came from hashtags and description text. Top hashtags · contents #a101 49 #a101aktüelürünler 8 #aktüel 8 #fitnut 7 #fıstıkezmesi 7 #a101ganimetleri 6 News and deal accounts excluded. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Brand 05 ### CarrefourSA Figures, creative selection and summary Contents · 7 d 66 19–25 October 2026 Creators 33 Format 41% · 39% · 20% story · reels · post Median reels plays 25.1 K n = 28 reels ER · post 0.01% median, per follower · n = 12 ER · reels 0.39% median, per play · n = 26 Ad disclosure 49% posts+reels, n = 41 · co-authored post 9% Reels Creator 32 25.9 K plays · 23 Oct Reels Creator 33 5,479 plays · 24 Oct Post Creator 34 ER 0.3% per follower · 25 Oct Reels Creator 35 121 K plays · 19 Oct Story Creator 36 1.8 M followers · 20 Oct Story Creator 37 1.6 M followers · 19 Oct Story Creator 38 446 K followers · 19 Oct Story Creator 02 179 K followers · 19 Oct Reels Creator 33 4,261 plays · 21 Oct Post Creator 34 ER 0.3% per follower · 24 Oct Summary CarrefourSA had the smallest volume of the three supermarket chains on 19–25 October with 66 contents; 13 of the 39 non-story contents announced buy 1 get 1 free. - On 19–25 October 2026 CarrefourSA appeared in 66 contents from 33 accounts: 27 stories, 26 reels, 13 posts. - Account-content rows fell from 84 on 12–18 October to 68 (19.0%); posts fell from 24 to 13, stories from 33 to 27, reels rose from 27 to 28. - Deal accounts produced 47 of the 66 contents (71.2%). - 39.7% of contents come from macro and mega accounts; median followers 171,262. - Ad disclosure on 48.8% of the 41 non-story account-content rows. Top posting accounts | Account | Category | Followers | Contents | |---|---|---|---| | Creator 39 deal | Shopping & deals | 379 K | 5 | | Creator 40 deal | Shopping & deals | 177 K | 5 | | Creator 41 deal | Shopping & deals | 1.1 M | 4 | | Creator 30 deal | Shopping & deals | 319 K | 4 | | Creator 36 | Sports & outdoors | 1.8 M | 3 | Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Brand 05 ### CarrefourSA · campaigns and collaborations Campaigns that stood out in the period, with sample contents Campaign Dishwasher tablets (22–25 October), sanitary pads (23–27 October) and 40% off hair care (23–28 October) were listed in a single reel; it appears in 13 contents. Creator 32 - Creator 32 Reel opening with a checkout beep and counting the three campaigns with their dates; 25,863 plays. Campaign The campaign on school and office products was described in a collaboration reel together with the store, website and online supermarket channels. Creator 33 - Creator 33 #işbirliği reel listing the products covered by the campaign; 5,479 plays. Campaign The campaign valid on purchases of 50 TL and above was described in the same account's collaboration reel; it appears in 6 contents. Creator 33 - Creator 33 #işbirliği reel giving the campaign condition and date in on-screen text; 4,261 plays. Campaign A chocolate maker announced its shelves in two CarrefourSA Gurme stores with two posts. Creator 34 Creator 34 - Creator 34 Shelf announcement at the Ümraniye store; 22 likes. - Creator 34 Shelf announcement at the Anadolu Hisarı store; 20 likes. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Brand 05 ### CarrefourSA · strategy, creative and communication Creator strategy, creative approach, communication language and standout creatives Creator strategy - 48.5% of accounts are mid-sized, 33.3% macro or mega; only 18.2% are nano or micro. - 21 repeat accounts (63.6%) produced 82.4% of contents; up to 5 contents from a single account. - Deal accounts produced 47 of the 66 contents; not counted as collaborations, context only. - No co-author tag with the brand's account (0); 3 contents (4.4%) marked as paid partnership. - 57.6% of accounts are in shopping and deals; 72.7% are women. Platform and format - 27 stories, 26 reels, 13 posts; story share 40.9%, reels 39.4%, posts 19.7%. - Median reels plays 25,076 (n=28), ER per play 0.39% (n=26); for posts 0.01% per follower (n=12). - All 27 stories were matched by link sticker; stories carry no like or play counts. - Busiest day Monday (27.9%), busiest hour 17:00. Creative approach - Of 64 analysed creatives, 93.8% are in a store setting; 93.8% are trial and shopping presentations. - The product is the main subject in 62.5%; the face is visible in 81.5% of creatives. - Tone is 71.9% informative; 34.4% were read as new product launches. - Speech was transcribed in 81.5% of videos (n=27). Content structures - Campaign list: shopping scene → campaign name and date → valid channels. - Collaboration announcement: 'Get ready, we're going shopping' → campaign condition → product examples. - Supplier post: Gurme store name → photo of the products on the shelf. Communication language Plain, informative language listing the campaign name, date and valid channels. “The buy 1 get 1 free campaign on selected stationery products has started at CarrefourSA” “I only came to CarrefourSA to pick up what I need…” “The At Sepete campaign has started! Valid on purchases of 50 TL and above between 21-27 October.” “Get ready, we're going shopping!” - 'buy 1 get 1 free' appears in 13 of the 39 non-story contents. - In two collaboration reels the campaign ends with the sentence 'valid in stores, carrefoursa.com and the online supermarket app'. - #carrefoursa appears in 31 of the 39 non-story contents. Data note - 66 contents and 33 accounts are a small base; percentage changes can swing on a single campaign. - Deal accounts produced 47 of the 66 contents: the volume comes from discount announcements. - Story counts are affected by the account-base widening on 24–26 October; not directly comparable across weeks. Standout creatives Creator 32 25,863 plays, 1,231 likes: reel starting from the checkout beep and counting three campaigns with their dates. Creator 33 Collaboration reel listing the stationery campaign product by product and naming the channels. Creator 33 Collaboration reel giving the At Sepete condition in on-screen text and speech. Sub-brands and tags Brand and sub-brand accounts · contents @carrefoursa 6 Top hashtags · contents #carrefoursa 5 #Creator 34 2 #anadoluhisarıcarrefour 1 #atıştırmalıklar 1 #frezedried 1 #kadingirişimciler 1 News and deal accounts excluded. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Insight 06 ### Additional insights Examples drawn from competitor activity that enrich the analysis; supporting data below. Weekly change: down for Migros and CarrefourSA Migros fell from 482 to 428 and CarrefourSA from 84 to 68 (account-content rows, 12–18 → 19–25 October); A101 stayed at last week's level, with fewer reels and more posts. Two weeks with the same matching: Migros −11.2% (reels 255 → 189), CarrefourSA −19.0%; at A101 reels fell and posts rose. Stories are affected by the account-base widening on 24–26 October. Reel of the week An A101 reel shared on 19 October (co-authored post with A101) was the most-played among non-deal-account reels. A village-life vlog about winter cornelian cherry preparations; A101 is named in the caption. Creator 17 (529,481 followers), co-authored with the brand's account: 2,725,169 plays, 9,370 likes, 0 comments; ER per play 0.34%. Story or reels? Migros worked with stories, A101 with reels and posts, CarrefourSA with a mix of both. At Migros almost all stories were matched by link sticker. Story / reels / post share: Migros 50.8% / 44.0% / 5.2%; A101 5.6% / 59.0% / 35.4%; CarrefourSA 40.9% / 39.4% / 19.7%. Link matching: 214 of Migros's 217 stories, 27 of CarrefourSA's 27, 16 of A101's 16. Creator spread: few accounts, many contents In all three brands, 79.7% to 83.4% of contents came from repeat accounts. Migros and CarrefourSA leaned on macro and mega accounts, A101 on micro and mid-sized accounts. Macro and mega account share (contents): Migros 42.0%, CarrefourSA 39.7%, A101 15.1%. Most from a single account: Migros 34, A101 15, CarrefourSA 5 contents. Account counts: 135, 106, 33. Same promise, similar sentence In the A101 peanut butter launch, 18 accounts repeated the price, '22 October' and 'no added sugar' promise in similar sentences; at Migros Ekstra, 3 reels started with the same pattern. A101: '22 October' in the caption of 12 of 19 reels, 'no added sugar' in 11. Migros: 3 of the 7 Migros Ekstra reels start with the pattern 'what's on Migros Ekstra'. Deal account share Deal accounts produced a large part of the contents of the three brands; these contents are included in the counts and were not shown as collaboration examples. Deal and news accounts: Migros 348 of 427 contents (81.5%), A101 223 of 288 (77.4%), CarrefourSA 47 of 66 (71.2%). Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Insight 06 ### Opportunities Areas to differentiate for your brand, drawn from rivals' creator activity. Opportunities for your brand At Migros, 84 contents said 'buy 1 get 1 free', mostly from deal accounts. For your brand, tying a campaign to a single story helps stand out from the lists. At A101, 18 accounts repeated the same price and '22 October' promise. For your brand, showing the creator a different use of the product at launch reduces repetition. The reel of the week was a lifestyle vlog (2,725,169 plays). For your brand, lifestyle vlogs that place the brand in the flow of the story can grow plays. At Migros Ekstra, 7 reels followed the same pattern; one showing the phone screen reached 660,045 plays. For your brand, showing an in-app section with a screen recording is easy to understand. CarrefourSA collaboration reels gave the campaign name, date and valid channel in one sentence. For your brand, short reels that also give the condition in on-screen text could be tried. Deal accounts produced 71.2% to 81.5% of contents. For your brand, product trials by small creators outside deal accounts give a separate signal. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms --- Competitive Analysis · Grocery retail · 19 Oct – 25 Oct 2026 Appendix ### Data glossary and method notes Terms used in the report and calculation notes. Data glossary | Content | A post, reel or story naming the brand name, brand account or brand hashtag. | |---|---| | Creator | The tracked account that shared the content; brand accounts excluded. | | Follower segment | Nano <10 K · Micro 10–50 K · Mid 50–250 K · Macro 250 K–1 M · Mega 1 M+. | | Repeat creator | An account that posted the same brand 2+ times in the period. | | Ad disclosure | #reklam, #işbirliği, #tanıtım tag (including gifted 'Ücretsiz #reklam'; excluded if noted 'reklam değil/yok' (not an ad) or 'kendim aldım' (bought it myself)); within posts and reels. | | Co-authored post | Content published jointly by two accounts with Instagram's co-author feature. | | Paid partnership | Instagram's 'Paid partnership' label. | | Plays | Number of reel plays; measured only for reels. | | ER | Engagement rate, percent: for reels (likes + comments) / plays (per play), for posts (likes + comments) / followers (per follower). Medians are given separately for the two types; they are not comparable because the denominators differ. | | Overlap | Number of accounts that posted both brands in the period; news and deal accounts excluded. | | News / deal account | Accounts that share sector news or discounts; flagged separately. | Method notes - Period 19–25 October 2026 (Monday–Sunday, Turkey time); three supermarket chains, the top three platforms by content count in the weekly ranking. - 368 of the 383 reels in the period were analysed from the video itself. - The weekly change comes from the nine-week series built with the same matching (account-content rows); percentages are given only where the content base is 10 or above. - Contents of deal accounts are included in the counts; they were not shown as collaboration examples. - Play, like and follower values were taken from the data reading of 29 October 2026. - Timestamps were interpreted as Turkey time (UTC+3). - Contents naming more than one brand were counted separately for each brand; totals may exceed the content count. - Co-authored contents published on multiple accounts with the same description and time are separate rows per account. - Audience distributions are averages weighted by creators' follower counts. Starlecta sector research · Instagram, Starlecta tracked-account universe · © 2026 Starlecta FZCO · Quote with the source; share unchanged; edits need written permission · starlecta.com/en/terms ### Panel view: share and performance / Panel view: quality and audience Counted the way the Starlecta panel's comparison tabs count (catalogue matching), not with this report's brand matching; totals differ from the tables above by design. | Brand | Share of tracked content | Contents | Reel plays | Likes + comments | Quality (mean SQS) | |---|---:|---:|---:|---:|---:| | Migros | 83.8% | 233 | — | — | 64.2 | | A101 | 6.5% | 18 | — | — | 63.9 | | CarrefourSA | 9.7% | 27 | — | — | 60.2 | Measured counters, the Story model and the reach estimate are separate fields; none is added to another. —: no such counter in that row. © 2026 Starlecta. All rights reserved. Content, data and reports on this site may not be copied or redistributed without written permission.