Abstract
About this Report
Overview
Discover the latest market trends and uncover sources of future market growth
for the Packaged Food industry in Turkey with research from Euromonitor's team
of in-country analysts.
Find hidden opportunities in the most current research data available,
understand competitive threats with our detailed market analysis, and plan
your corporate strategy with our expert qualitative analysis and growth
projections.
If you're in the Packaged Food industry in Turkey, our research will save you
time and money while empowering you to make informed, profitable decisions.
When you purchase this report, you also get the data and the content from
these category reports in Turkey for free:
- Baby food
- Bakery
- Canned and preserved food
- Chilled processed food
- Confectionery
- Dairy
- Dried processed food
- Frozen processed food
- Ice cream
- Meal replacement
- Noodles
- Oils and fats
- Pasta
- Ready meals
- Sauces, dressings and condiments
- Snack bars
- Soups
- Spreads
- Sweet and savoury snacks
The Packaged Food in Turkey market research report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Packaged Food in Turkey?
- What are the major brands in Turkey?
- As economic prospects slowly improve, are consumers starting to eat out
more and spending less time cooking at home?
- How is private label performing in the wake of retail consolidation and
the global economic hangover?
- Do consumers want value for money or added value?
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and
supply functions
- This industry report originates from Passport, our Packaged Food market
research database.
Sample Analysis
EXECUTIVE SUMMARY
In 2011, packaged food registers positive volume and value growth In 2011,
current value and volume growth demonstrated by packaged food is expected to
be positive. However, the growth registered by the market will be slightly
lower in context to the review period average. The Turkish economy went into a
recovery phase from the economic crisis, but consumers are yet to re-adopt
their pre-crisis spending patterns. Consumers remained price sensitive,
forcing manufacturers to keep their price increases at a minimum forcing them
to keep their focus on offers and discounting in order to maintain retail
volume sales.
A dynamic year for new product developments
At the end of the review period, a large number of new product developments
were launched in order to boost consumer demand. The highest number of new
launches was in chocolate confectionery, biscuits, packaged cakes and ice
cream. These products were not only targeted at children, as they had been in
the earlier years of the review period, but now also towards adults. They were
increasingly considered as snacks at the end of the review period and were in
demand from office workers and students in particular. In line with the
increased health and wellness trend, the number of products designed to cater
to this trend continued to increase during the last two years of the review
period. These included organic yoghurt by Pinar Gida and the Kalbim Stik brand
under functional spreadable oils and fats by Yildiz Holding.
Artisanal products remain in the lead
In 2010, the share of artisanal constituted more than half of total value
sales, although this was down by a couple of percentage points from the
previous year. The strong position of artisanal stemmed from the dominant
retail value share of artisanal in bread, pastries, cakes and yoghurt. Local
company Yildiz Holding was the leader in packaged food, having a presence in
most sectors, owning the best distribution system in the country and enjoying
the highest level of brand recognition among consumers due to its long
established position. The company invests regularly in new product
development. Unilever Sanayii ve Ticaret Túrk followed Yildiz Holding
in terms of market share. The retail value share of private label witnessed a
good increase in 2010 as a result of the rapidly increasing number of outlets,
particularly by the leader, as well as affordable products that made an
appearance in response to the economic crisis.
The shares of supermarkets/hypermarkets and discounters increase
In 2010,the leading distribution channel of independent small grocers,
comprising mainly of bakkals, lost share to supermarkets/hypermarkets and
discounters due to the advantage of " one-stop" shopping, competitive prices
and the greater product variety found in these channels.
Supermarkets/hypermarkets and discounters offer attractive in-store promotions
and an increased number of private label products at low prices. Furthermore,
the rapidly increasing number of new outlets was another reason for the strong
growth of these channels.
The market will register positive constant value and volume growth by 2011
Over the forecast period, packaged food is expected to see positive constant
value and volume growth. The market has considerable potential for growth as
the penetration of artisanal products as well as unpackaged is still very
high. With recovering economic conditions, consumers will opt for the
convenience of packaged food at the expense of unpackaged. Urbanisation will
be an important determinant of growth as in rural areas consumers tend to use
unpackaged products, while in urban locations consumers tend to use packaged
products. Furthermore, urbanisation means more hectic lifestyles, which will
translate into demand for convenient food products. Moreover, the young
population of the country will facilitate growth as young consumers tend to
respond well to innovation, which is predicted to fuel retail constant value
and volume growth.
Table of Contents
Packaged Food in Turkey - Industry Overview
EXECUTIVE SUMMARY
- In 2011, packaged food registers positive volume and value growth
- A dynamic year for new product developments
- Artisanal products remain in the lead
- The shares of supermarkets/hypermarkets and discounters increase
- The market will register positive constant value and volume growth by 2011
KEY TRENDS AND DEVELOPMENTS
- The packaged food market benefits from recovery of the economy
- Private label continues to grow
- The " stay-in" trend positively affects the retail sales of packaged food
- The demand for functional food grows
- Artisanal owns more than 50% of packaged food value sales
FOODSERVICE - KEY TRENDS AND DEVELOPMENTS
- Headlines
- Trends
- Competitive Landscape
- Prospects
- Category Data
IMPULSE AND INDULGENCE PRODUCTS - KEY TRENDS AND DEVELOPMENTS
- Headlines
- Trends
- Competitive Landscape
- Prospects
- Category Data
NUTRITION/STAPLES - KEY TRENDS AND DEVELOPMENTS
- Headlines
- Trends
- Competitive Landscape
- Prospects
- Category Data
MEAL SOLUTIONS - KEY TRENDS AND DEVELOPMENTS
- Headlines
- Trends
- Competitive Landscape
- Prospects
- Category Data
MARKET DATA
- Table 35 Sales of Packaged Food by Category: Volume 2006-2011
- Table 36 Sales of Packaged Food by Category: Value 2006-2011
- Table 37 Sales of Packaged Food by Category: % Volume Growth 2006-2011
- Table 38 Sales of Packaged Food by Category: % Value Growth 2006-2011
- Table 39 GBO Shares of Packaged Food 2006-2010
- Table 40 NBO Shares of Packaged Food 2006-2010
- Table 41 NBO Brand Shares of Packaged Food 2007-2010
- Table 42 Penetration of Private Label by Category 2006-2011
- Table 43 Sales of Packaged Food by Distribution Format: % Analysis
2006-2011
- Table 44 Sales of Packaged Food by Category and Distribution Format: %
Analysis 2011
- Table 45 Forecast Sales of Packaged Food by Category: Volume 2011-2016
- Table 46 Forecast Sales of Packaged Food by Category: Value 2011-2016
- Table 47 Forecast Sales of Packaged Food by Category: % Volume Growth
2011-2016
- Table 48 Forecast Sales of Packaged Food by Category: % Value Growth
2011-2016
DEFINITIONS
- Summary 1 Research Sources
Packaged Food in Turkey - Company Profiles
Aytac Gida AS in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 4 Aytac Gida AS: Competitive Position 2010
Caycuma Sut Urunleri AS in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Eti Gida Sanayii ve Ticaret AS in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 8 Eti Gida Sanayii ve Ticaret AS: Competitive Position 2010
Izi Sut Gida Mamulleri San ve Tic AS in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Namet Gida Sanayi ve Ticaret AS in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- Summary 12 Namet Gida Sanayi ve Ticaret AS: Production Statistics 2010
- COMPETITIVE POSITIONING
- Summary 13 Namet Gida Sanayi ve Ticaret AS: Competitive Position 2010
Naturamaks Dogal Gidalar San. Tic. A.S. in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 16 Naturamaks Dogal Gidalar San Tic AS: Competitive Position 2010
Ozlem Et Mamulleri AS in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
Penguen Gida Sanayii AS in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- Summary 20 Penguen Gida Sanayii AS: Production Statistics 2010
- COMPETITIVE POSITIONING
- Summary 21 Penguen Gida Sanayii AS: Competitive Position 2010
Yildiz Holding AS in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- Summary 23 Yildiz Holding: Production Statistics 2010
- COMPETITIVE POSITIONING
- Summary 24 Yildiz Holding: Competitive Position 2010
Yonca Gida San AS in Packaged Food (Turkey)
- STRATEGIC DIRECTION
- KEY FACTS
- COMPANY BACKGROUND
- PRODUCTION
- Summary 26 Yonca Gida San AS: Production Statistics 2010
- COMPETITIVE POSITIONING
Baby Food in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, the current retail value growth of baby food is expected to be higher
than in 2010 but lower than the review period CAGR as growth is expected to be
somewhat limited by the increasing trend among parents of serving their babies
freshly made food from vegetables and fruit. Although the increasing number of
working mothers means that these consumers have little time to devote to the
preparation of homemade baby food every day, they are making extra effort to
serve their babies homemade food on a regular basis. Nevertheless, the
category is expected to register strong positive current retail value growth
in 2011 due largely to increased urbanisation, increases in the number of
working mothers and increased availability of products in baby food.
COMPETITIVE LANDSCAPE
In 2010, Numil Gida Urunleri Sanayi ve Ticaret AS continued to lead in baby
food with its Milupa and Bebelac brands, accounting for a retail value share
of 55%. The company also achieved the highest increase, of one percentage
point, in share on 2009. It offers the widest range of products in baby food
and its products are widely available in supermarkets/hypermarkets and
chemists/pharmacies. It was also the company that invested the most in
advertising in 2010. The company specifically focused on TV advertising for
its organic products in baby food, emphasising that the fruit and vegetables
contained in the products are carefully selected.
PROSPECTS
Over the forecast period, the constant retail value growth of baby food is
expected to be higher than it was over the review period. The growth of the
category is expected to be stimulated by the performance of milk formula and
prepared baby food. On the other hand, dried baby food and other baby food are
expected to register negative constant retail value growth over the forecast
period.
CATEGORY DATA
- Table 49 Sales of Baby Food by Category: Volume 2006-2011
- Table 50 Sales of Baby Food by Category: Value 2006-2011
- Table 51 Sales of Baby Food by Category: % Volume Growth 2006-2011
- Table 52 Sales of Baby Food by Category: % Value Growth 2006-2011
- Table 53 Soy-based Vs Dairy-based Special Baby Milk Formula % Breakdown
2010
- Table 54 Baby Food Company Shares 2006-2010
- Table 55 Baby Food Brand Shares 2007-2010
- Table 56 Sales of Baby Food by Distribution Format: % Analysis 2006-2011
- Table 57 Forecast Sales of Baby Food by Category: Volume 2011-2016
- Table 58 Forecast Sales of Baby Food by Category: Value 2011-2016
- Table 59 Forecast Sales of Baby Food by Category: % Volume Growth 2011-2016
- Table 60 Forecast Sales of Baby Food by Category: % Value Growth 2011-2016
Baked Goods in Turkey - Category Analysis
HEADLINES
TRENDS
From January 2011 onwards, according to a new law, unpackaged bread cannot be
sold in any retail outlet apart from those engaged in artisanal production.
This means that bread should be sold packaged in many retail outlets if it is
not produced within the store. This opens the way for packaged/industrial
bread to grow rapidly, at least in theory. In practice, however, unpackaged
bread continues to be sold widely in stores where bread is not produced
traditionally. On the other hand, the new law has still had a positive impact
on sales of packaged/industrial bread, with this category set to grow by 15%
in current value terms in 2011 compared to only a 5% CAGR over the review
period, thus making packaged/industrial bread the most dynamic category in
baked goods in 2011.
COMPETITIVE LANDSCAPE
In 2010, artisanal producers accounted for a 93% share of total bakery product
value sales. The dominance of artisanal producers stems from the preference of
Turkish consumers for artisanal products as these are fresh, while at the same
time artisanal baked goods are available everywhere in the country, even in
rural areas.
PROSPECTS
Over the forecast period baked goods is expected to register around 3%
constant value growth, which will be similar to its review period performance.
Growth in the category will be driven by an increased number of new product
developments, stronger demand for packaged products (especially bread) and
higher unit prices due to the rising cost of wheat.
CATEGORY DATA
- Table 61 Sales of Baked Goods by Category: Volume 2006-2011
- Table 62 Sales of Baked Goods by Category: Value 2006-2011
- Table 63 Sales of Baked Goods by Category: % Volume Growth 2006-2011
- Table 64 Sales of Baked Goods by Category: % Value Growth 2006-2011
- Table 65 Packaged/Industrial Bread by Type: % Value Breakdown 2006-2011
- Table 66 Packaged/Industrial Cakes: Single Portion vs Multi-pack %
Breakdown by Type 2006-2011
- Table 67 Baked Goods Company Shares 2006-2010
- Table 68 Baked Goods Brand Shares 2007-2010
- Table 69 Sales of Baked Goods by Distribution Format: % Analysis 2006-2011
- Table 70 Forecast Sales of Baked Goods by Category: Volume 2011-2016
- Table 71 Forecast Sales of Baked Goods by Category: Value 2011-2016
- Table 72 Forecast Sales of Baked Goods by Category: % Volume Growth
2011-2016
- Table 73 Forecast Sales of Baked Goods by Category: % Value Growth
2011-2016
Biscuits in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, the biscuits category is set to register strong current value growth
thanks to a number of new product developments and improved economic
conditions. Current value growth of 12% in 2011 will be stronger than the
review period CAGR of 10%. Examples of new product developments from the last
two years of the review period include Ulker Bolero Cilekli, a plain biscuit
with a strawberry flavour from Yildiz Holding in 2010 and Eti Negro, a
chocolate covered biscuit from Eti Gida, in 2011.
COMPETITIVE LANDSCAPE
In 2010, Yildiz Holding continued to be the leading company in biscuits with a
54% value share. Ranked second was Eti Gida with a 27% share. Although Eti
Gida has been operating for longer and is considered the first mover in
packaged biscuits, Yildiz Holding's wider product range has enabled it to
become the leading biscuits player in Turkey. Both companies enjoy extensive
distribution networks and their products are available in most outlets. Both
frequently launch new biscuit brands and invest significant sums in
advertising.
PROSPECTS
Over the forecast period biscuits is expected to perform better in constant
value terms than it did over the review period. Improving economic conditions,
new product launches and advertising campaigns will be the main factors
stimulating growth, while declining unit prices as a result of price
competition and promotions will boost consumption.
CATEGORY DATA
- Table 74 Sales of Biscuits by Category: Volume 2006-2011
- Table 75 Sales of Biscuits by Category: Value 2006-2011
- Table 76 Sales of Biscuits by Category: % Volume Growth 2006-2011
- Table 77 Sales of Biscuits by Category: % Value Growth 2006-2011
- Table 78 Biscuits Company Shares 2006-2010
- Table 79 Biscuits Brand Shares 2007-2010
- Table 80 Sales of Biscuits by Distribution Format: % Analysis 2006-2011
- Table 81 Forecast Sales of Biscuits by Category: Volume 2011-2016
- Table 82 Forecast Sales of Biscuits by Category: Value 2011-2016
- Table 83 Forecast Sales of Biscuits by Category: % Volume Growth 2011-2016
- Table 84 Forecast Sales of Biscuits by Category: % Value Growth 2011-2016
Breakfast Cereals in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, breakfast cereals continues to be one of the most dynamic categories
in the packaged foods market. Breakfast cereal is regarded as a convenience
food which offers a quick and nutritious meal before going to school or work.
At the end of the review period, around seven million households purchased
breakfast cereals in Turkey, with around one million new households starting
to purchase these products each year. In 2011, the category is set to register
considerably stronger current value growth than the review period average
thanks to improved economic conditions and increased investment in terms of
advertising and promotions.
COMPETITIVE LANDSCAPE
In 2010, Nestle Gida continued to lead breakfast cereals. A good performance
from its Nesquik and Nesfit brands enabled the company to achieve the highest
increase in share in the category of 0.8 percentage points. Nesquik children's
breakfast cereal is popular among urban children and benefits from the
popularity of the Nesquik flavoured milk drink
PROSPECTS
Over the forecast period breakfast cereals is expected to be one of the most
dynamic categories in the packaged food market as consumers increasingly
switch to easy and quick to prepare breakfast cereals. This is especially the
case for larger cities, where consumers struggle more to find time and are
more likely to choose convenience over price.
CATEGORY DATA
- Table 85 Sales of Breakfast Cereals by Category: Volume 2006-2011
- Table 86 Sales of Breakfast Cereals by Category: Value 2006-2011
- Table 87 Sales of Breakfast Cereals by Category: % Volume Growth 2006-2011
- Table 88 Sales of Breakfast Cereals by Category: % Value Growth 2006-2011
- Table 89 Breakfast Cereals Company Shares 2006-2010
- Table 90 Breakfast Cereals Brand Shares 2007-2010
- Table 91 Sales of Breakfast Cereals by Distribution Format: % Analysis
2006-2011
- Table 92 Forecast Sales of Breakfast Cereals by Category: Volume 2011-2016
- Table 93 Forecast Sales of Breakfast Cereals by Category: Value 2011-2016
- Table 94 Forecast Sales of Breakfast Cereals by Category: % Volume Growth
2011-2016
- Table 95 Forecast Sales of Breakfast Cereals by Category: % Value Growth
2011-2016
Cheese in Turkey - Category Analysis
HEADLINES
TRENDS
Cheese is an important part of breakfast in Turkey, especially Beyaz Peynir
(White Cheese), which is soft, and Kasar, which is hard, as both are
traditional types of cheese in the country. On the other hand, consumption of
imported products, such as Edam and Mozzarella, is relatively low as these
products have high prices and many Turkish consumers are not familiar with
these types of cheese.
COMPETITIVE LANDSCAPE
In 2010, the leading grocery retailer in Turkey, BIM Birlesik Magazacilik AS,
was the leading player in cheese, with a retail value share of 18%, due to the
popularity of its private label products. The company's share continued to
increase dynamically, by three percentage points, in 2010 due to its rapid
expansion in number of outlets and the affordable pricing of its products.
PROSPECTS
Over the forecast period, cheese is expected to register positive constant
retail value growth, of 10%, compared to negligible constant retail value
growth over the review period. Improved economic conditions and the decreasing
popularity of artisanal products, due to health and hygiene reasons, will be
the major reasons for growth. Also, the availability of different varieties of
cheese such as Gouda and Roquefort will fuel growth, especially due to their
high unit prices. The high price of these products will not, however, result
in higher unit prices in cheese over the forecast period, as these types of
cheese account for small retail value shares of cheese.
CATEGORY DATA
- Table 96 Sales of Cheese by Category: Volume 2006-2011
- Table 97 Sales of Cheese by Category: Value 2006-2011
- Table 98 Sales of Cheese by Category: % Volume Growth 2006-2011
- Table 99 Sales of Cheese by Category: % Value Growth 2006-2011
- Table 100 Spreadable Processed Cheese by Type: % Value Breakdown 2006-2011
- Table 101 Unprocessed Cheese by Type: % Value Breakdown 2009-2010
- Table 102 Cheese Company Shares 2006-2010
- Table 103 Cheese Brand Shares 2007-2010
- Table 104 Sales of Cheese by Distribution Format: % Analysis 2006-2011
- Table 105 Forecast Sales of Cheese by Category: Volume 2011-2016
- Table 106 Forecast Sales of Cheese by Category: Value 2011-2016
- Table 107 Forecast Sales of Cheese by Category: % Volume Growth 2011-2016
- Table 108 Forecast Sales of Cheese by Category: % Value Growth 2011-2016
Chocolate Confectionery in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, chocolate confectionery is expected to register a better performance
compared to the previous year due to improved economic conditions and new
product launches, such as Eti Gofredo from Eti Gida, launched in January 2011.
On the other hand, current value growth in 2011 will still be lower than the
review period average as the economy is not predicted to recover fully at
least until the middle of the forecast period.
COMPETITIVE LANDSCAPE
In 2010, Yildiz Holding continued to lead chocolate confectionery thanks to
its Ulker brand. Ulker is one of the most well-established names in
confectionery and enjoys the strongest brand recognition in the country.
Nonetheless, the share of the company dropped from 54% in 2009 to 52% in 2010.
Yildiz Holding lost share particularly to Eti Gida, which saw the highest
share increase in 2010 of nearly two percentage points as it invested heavily
in marketing activities, particularly television advertisements and new
product launches in the last two years of the review period. However, Yildiz
Holding is expected to preserve its leading position for many years to come as
the company benefits from the best distribution network in Turkey, is present
in many categories of the packaged food market and has the resources to launch
a wide range of new products and invest in advertising to support them.
PROSPECTS
Chocolate confectionery is expected to achieve a constant value CAGR of 4%
over the forecast period. This will be stronger than the review period CAGR of
3% due to better economic prospects and the fading impact of the economic
crisis which hit the country in 2009. Constant value growth will gain pace
from 2012 onwards when the economic situation in the country is expected to
improve. Manufacturers are expected to widen their product ranges and increase
their advertising and marketing activities to stimulate sales. They are also
expected to launch more sophisticated products with better quality ingredients
and a richer content, for example with pistachios/hazelnuts or a higher cocoa
or milk content.
CATEGORY DATA
- Table 109 Sales of Chocolate Confectionery by Category: Volume 2006-2011
- Table 110 Sales of Chocolate Confectionery by Category: Value 2006-2011
- Table 111 Sales of Chocolate Confectionery by Category: % Volume Growth
2006-2011
- Table 112 Sales of Chocolate Confectionery by Category: % Value Growth
2006-2011
- Table 113 Chocolate Tablets by Type: % Value Breakdown 2006-2011
- Table 114 Chocolate Confectionery Company Shares 2006-2010
- Table 115 Chocolate Confectionery Brand Shares 2007-2010
- Table 116 Sales of Chocolate Confectionery by Distribution Format: %
Analysis 2006-2011
- Table 117 Forecast Sales of Chocolate Confectionery by Category: Volume
2011-2016
- Table 118 Forecast Sales of Chocolate Confectionery by Category: Value
2011-2016
- Table 119 Forecast Sales of Chocolate Confectionery by Category: % Volume
Growth 2011-2016
- Table 120 Forecast Sales of Chocolate Confectionery by Category: % Value
Growth 2011-2016
Drinking Milk Products in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, the trends of health and wellness and of convenience are expected to
continue to be the key factors behind the growth of drinking milk products.
Increasing awareness of health issues, such as cholesterol, along with the
development of a growing consumer base that can be characterised as fitness
conscious, has led to a shift among consumers towards semi skimmed and
fat-free products in milk. In line with the increase in demand for healthier
products, Pinar Sut Mamulleri Sanayi ve Ticaret AS launched organic fat-free
long life/UHT milk in 2011. The company already offered organic full fat long
life/UHT milk under its Pinar brand. Moreover, the convenience of storage and
long shelf life of long life/UHT milk has benefited this category at the
expense of fresh/pasteurised milk.
COMPETITIVE LANDSCAPE
In 2010, Pinar Sut Mamulleri Sanayi ve Ticaret AS was the leading player in
drinking milk products with a retail value share of 18%. It is the most
established company in milk, as it was the first company in the country to
offer packaged/industrial milk. During its many years in operation, the
company has been a pioneer in terms of product development and advertising,
which has contributed to its leading position. It is the first and the only
company in milk that offers organic milk.
PROSPECTS
Over the forecast period, drinking milk products is expected to register
positive constant value growth of 14%, compared to growth of -4% over the
review period. This will be as a result of better economic conditions and
decreased negative effects of the economic crisis. On the other hand,
increased price competition and a higher number of price promotions will lead
to decreases in unit prices in constant retail value terms, which will help to
boost retail volume growth as products become affordable to a wider consumer
base.
CATEGORY DATA
- Table 121 Sales of Drinking Milk Products by Category: Volume 2006-2011
- Table 122 Sales of Drinking Milk Products by Category: Value 2006-2011
- Table 123 Sales of Drinking Milk Products by Category: % Volume Growth
2006-2011
- Table 124 Sales of Drinking Milk Products by Category: % Value Growth
2006-2011
- Table 125 Chilled Vs Ambient Flavoured Milk Drinks: % Volume Analysis
2007-2010
- Table 126 Milk by Type: % Value Breakdown 2007-2010
- Table 127 Drinking Milk Products Company Shares 2006-2010
- Table 128 Drinking Milk Products Brand Shares 2007-2010
- Table 129 Sales of Drinking Milk Products by Distribution Format: %
Analysis 2006-2011
- Table 130 Forecast Sales of Drinking Milk Products Products by Category:
Volume 2011-2016
- Table 131 Forecast Sales of Drinking Milk Products Products by Category:
Value 2011-2016
- Table 132 Forecast Sales of Drinking Milk Products Products by Category: %
Volume Growth 2011-2016
- Table 133 Forecast Sales of Drinking Milk Products Products by Category: %
Value Growth 2011-2016
Gum in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, positive value growth in gum has been driven by the dynamism of
sugar-free gum, whereas sugarised gum and bubble gum are both set to register
a decline. Sugar-free gum has attracted the majority of investment in terms of
advertising and new product development. Another important factor driving the
category's growth in 2011 has been the launch of the Oneo brand from Yildiz
Holding, which contains calcium phosphate to give the user a feeling of just
having brushed their teeth.
COMPETITIVE LANDSCAPE
In 2010, Dandy Gida led gum through its Falim brand. The main reason behind
Falim's success is its low price and long-established position. The company
caters for demand from the young population of the country for innovative
products, which is the reason behind its success. Young and urban consumers
are increasingly opting for more sophisticated products which feature
different flavours and attractive packaging, such as folding cartons and metal
tins. Dandy Gida's First is a good example of such a brand.
PROSPECTS
Over the forecast period gum is expected to register positive constant value
growth, primarily due to the increasing popularity of sugar-free gum. On the
other hand, sugarised gum and bubble gum will see a decline in sales. These
declines will be a continuation of the trend seen over the review period when
these categories suffered from the popularity of sugar-free gum. Improved
economic conditions and an increasing number of sophisticated sugar-free gum
products will mean positive constant value growth for gum as a whole over the
forecast period compared to a decline over the review period.
CATEGORY DATA
- Table 134 Sales of Gum by Category: Volume 2006-2011
- Table 135 Sales of Gum by Category: Value 2006-2011
- Table 136 Sales of Gum by Category: % Volume Growth 2006-2011
- Table 137 Sales of Gum by Category: % Value Growth 2006-2011
- Table 138 Leading Flavours for Gum 2006-2011
- Table 139 Gum Company Shares 2006-2010
- Table 140 Gum Brand Shares 2007-2010
- Table 141 Sales of Gum by Distribution Format: % Analysis 2006-2011
- Table 142 Forecast Sales of Gum by Category: Volume 2011-2016
- Table 143 Forecast Sales of Gum by Category: Value 2011-2016
- Table 144 Forecast Sales of Gum by Category: % Volume Growth 2011-2016
- Table 145 Forecast Sales of Gum by Category: % Value Growth 2011-2016
Ice Cream in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, the current retail value growth of ice cream is expected to be higher
than the current retail value CAGR over the review period due to the launch of
a number of sophisticated and value added products over the last two years of
the review period. Examples of these sophisticated products include Magnum
Gold, which is covered in gold-coloured coating and which was launched in
2010, and Magnum Temptation, which comes in Brownie with Belgian chocolate and
almond-chocolate flavours and which is presented in folding carton packaging.
Both of these products are from Unilever Sanayii ve Ticaret Turk AS and they
have specifically designed premium imaging. In addition, improved economic
conditions in Turkey are expected to play an important role in the growth of
ice cream in 2011.
COMPETITIVE LANDSCAPE
In 2010, Unilever Sanayii ve Ticaret Turk AS continued to lead ice cream,
accounting for a retail value share of 69%, due to its well-known and popular
Cornetto, Magnum, Algida and Carte D'Or brands. The company also registered
the highest increase, of three percentage points, in retail value share of ice
cream in 2010, as it was active in launching new products, such as Carte d'Or
Dondurmali Pasta, a chocolate brownie ice cream cake. Other important factors
that influenced the company's share were promotions, such as price discounts,
and advertising. These factors played an important role in the company's
positive performance. The strength of the company also stems from its strong
distribution in urban locations, which is where consumption of ice cream is
highest.
PROSPECTS
Ice cream is expected to register strong constant retail value growth of 34%
over the forecast period however this is expected to be lower than over the
review period. Many developments in ice cream, especially take-home ice cream,
took place over the review period. New and premium brands, such as
Haagen-Dazs, Ben & Jerry's, Movenpick and Royal Venexia entered ice cream. In
addition, new formats of ice cream, such as ice cream cakes (ice cream
desserts), were introduced. Over the forecast period, new products are
expected to be launched as extensions of existing brands, which will stimulate
constant retail value growth, however, new launches are not expected to create
the same effects as they did over the review period. In addition, ice cream is
expected to benefit from improved economic conditions in Turkey over the
forecast period.
CATEGORY DATA
- Table 146 Sales of Ice Cream by Category: Volume 2006-2011
- Table 147 Sales of Ice Cream by Category: Value 2006-2011
- Table 148 Sales of Ice Cream by Category: % Volume Growth 2006-2011
- Table 149 Sales of Ice Cream by Category: % Value Growth 2006-2011
- Table 150 Leading Flavours for Ice Cream 2006-2011
- Table 151 Ice Cream Company Shares 2006-2010
- Table 152 Ice Cream Brand Shares 2007-2010
- Table 153 Impulse Ice Cream Company Shares 2006-2010
- Table 154 Impulse Ice Cream Brand Shares 2007-2010
- Table 155 Take-home Ice Cream Company Shares 2006-2010
- Table 156 Take-home Ice Cream Brand Shares 2007-2010
- Table 157 Sales of Ice Cream by Distribution Format: % Analysis 2006-2011
- Table 158 Forecast Sales of Ice Cream by Category: Volume 2011-2016
- Table 159 Forecast Sales of Ice Cream by Category: Value 2011-2016
- Table 160 Forecast Sales of Ice Cream by Category: % Volume Growth
2011-2016
- Table 161 Forecast Sales of Ice Cream by Category: % Value Growth 2011-2016
Meal Replacement in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, meal replacement products continue to witness a fall in sales, a
decline which began in 2007. The rate of decline, however, is set to be weaker
than the review period CAGR.
COMPETITIVE LANDSCAPE
Direct seller Herbalife continued to dominate the category in 2010 with a 93%
value share of sales. The company's Herbalife ShapeWorks range led sales due
to being the first mover in the category. Although advertising activity
remains limited, Herbalife uses its website to promote its products. Amway
Turkiye ranked second in 2010 with a 5% share of value sales, up by 1.6
percentage points on the previous year. Herbalife lost share in 2010 to Amway
which gave more importance to its marketing activities.
PROSPECTS
The meal replacement category is expected to continue to decline in constant
value terms over the forecast period although the pace of decline will be
slower compared to that of the review period. The decline will be directly
related to the performance of Herbalife, which dominates the category. Due to
the continued effects of the economic crisis, consumers will reduce their
spending on these products. Additionally, many people find it unhealthy to
replace their daily meals with a powdered drink, this being another reason why
the category is expected to remain in negative territory.
CATEGORY DATA
- Table 162 Sales of Meal Replacement by Category: Volume 2006-2011
- Table 163 Sales of Meal Replacement by Category: Value 2006-2011
- Table 164 Sales of Meal Replacement by Category: % Volume Growth 2006-2011
- Table 165 Sales of Meal Replacement by Category: % Value Growth 2006-2011
- Table 166 Meal Replacement Slimming by Type: % Value Breakdown 2006-2011
- Table 167 Meal Replacement Company Shares 2006-2010
- Table 168 Meal Replacement Brand Shares 2007-2010
- Table 169 Sales of Meal Replacement by Distribution Format: % Analysis
2006-2011
- Table 170 Forecast Sales of Meal Replacement by Category: Volume 2011-2016
- Table 171 Forecast Sales of Meal Replacement by Category: Value 2011-2016
- Table 172 Forecast Sales of Meal Replacement by Category: % Volume Growth
2011-2016
- Table 173 Forecast Sales of Meal Replacement by Category: % Value Growth
2011-2016
Oils and Fats in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, oils and fats is expected to grow by 10% in current retail value
terms and to benefit from the increasing trend of health and wellness. As a
result of this trend, consumers have switched towards healthier products, as
indicated by the strong performance of olive oil, for example. Increasing
consciousness of consumption of healthy products and the growing number of
products that meet health and wellness-related demands, such as organic olive
oil, have helped to fuel the growth of oils and fats.
COMPETITIVE LANDSCAPE
In 2010, the leading company in oils and fats, by a very small margin, was
Marsan Gida San ve Tic AS. The company accounted for a retail value share of
8%, as did Yildiz Holding AS and Yudum Gida Sanayi ve Tic AS, which were
ranked second and third respectively. Marsan Gida San ve Tic AS is one of the
most established companies in oils and fats with products present in almost
all categories. Yudum Gida Sanayi ve Ticaret AS was the leading player in
vegetable and seed oil in 2010 with its long established brands Sirma Misirozu
Yagi and Yudum Hafif Aycicek Yagi. On the other hand, Yildiz Holding AS, which
is a newer company than its competitors in oils and fats has the best
distribution system in the country and enjoys the highest brand recognition
among consumers.
PROSPECTS
Over the forecast period, oils and fats is expected to register higher
constant retail value growth and retail volume growth than over the review
period due in particular to improved economic conditions in Turkey. Moreover,
the launch of new products, mostly in functional spreadable oils and fats and
olive oil, will fuel growth. Products in oils and fats are used extensively in
Turkish cuisine and therefore demand is unlikely to decrease. However, there
exists a potential threat to oils and fats in the form of contraband sales
directly through producers, who offer products such as olive oil at very low
prices.
CATEGORY DATA
- Table 174 Sales of Oils and Fats by Category: Volume 2006-2011
- Table 175 Sales of Oils and Fats by Category: Value 2006-2011
- Table 176 Sales of Oils and Fats by Category: % Volume Growth 2006-2011
- Table 177 Sales of Oils and Fats by Category: % Value Growth 2006-2011
- Table 178 Oils and Fats Company Shares 2006-2010
- Table 179 Oils and Fats Brand Shares 2007-2010
- Table 180 Sales of Oils and Fats by Distribution Format: % Analysis
2006-2011
- Table 181 Forecast Sales of Oils and Fats by Category: Volume 2011-2016
- Table 182 Forecast Sales of Oils and Fats by Category: Value 2011-2016
- Table 183 Forecast Sales of Oils and Fats by Category: % Volume Growth
2011-2016
- Table 184 Forecast Sales of Oils and Fats by Category: % Value Growth
2011-2016
Other Dairy in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, other dairy is expected to register current retail value growth of 5%
due to the improved economic conditions in Turkey. During the economic crisis,
products in other dairy, for example in cream and chilled dairy-based
desserts, were considered as luxury items. As a result of the difficult
economic conditions, consumers cut back on expenditure on non-necessity
products. However, over the last two years of the review period, the current
retail value growth of other dairy exceeded the current retail value CAGR over
the review period as the economic situation in Turkey entered a phase of
recovery. Also, the launch of various new products, such as Tatlim Tatlim from
Sutas AS in 2010 and Danette Cikolata Portakal (chocolate and orange flavour)
from Danone Tikvesli Gida ve Icecek San ve Tic AS in 2011, in chilled
dairy-based desserts, have helped to boost retail value growth.
COMPETITIVE LANDSCAPE
In 2010, Danone Tikvesli Gida ve Icecek San ve Tic AS was the leading player
in other dairy, with a retail value share of 36%, due to its leading position
in chilled dairy-based desserts and cream. The company invested in significant
TV advertising of its Danette brand in chilled dairy-based desserts and it
made the highest investments, among all players, in chilled dairy-based
desserts in 2010. Due to its efforts, the company achieved a negligible
increase in its retail value share of other dairy in 2010. In 2011, the
company launched Danette Cikolata Portakalli, (chocolate and orange flavour)
in chilled dairy-based desserts, as a result of which its retail value share
of other dairy is expected to increase further.
PROSPECTS
Over the forecast period, other dairy is expected to register constant retail
value growth of -4%. However, this will be due to the slowdown in constant
retail value growth of coffee whiteners and cream while chilled dairy-based
desserts is expected to register positive growth. The potential of cream (as a
complement to traditional desserts) is expected to be limited by the shift
among consumers to products in ice cream while the popularity of coffee
whiteners is expected to continue to be overshadowed by the popularity of
3-in-1 coffee, which includes coffee whitener. However, the constant retail
value growth of other dairy over the forecast period is expected to be better
than it was over the review period due to improvements in the economic
situation in Turkey.
CATEGORY DATA
- Table 185 Sales of Other Dairy by Category: Volume 2006-2011
- Table 186 Sales of Other Dairy by Category: Value 2006-2011
- Table 187 Sales of Other Dairy by Category: % Volume Growth 2006-2011
- Table 188 Sales of Other Dairy by Category: % Value Growth 2006-2011
- Table 189 Sales of Other Dairy by Distribution Format: % Analysis 2006-2011
- Table 190 Forecast Sales of Other Dairy by Category: Volume 2011-2016
- Table 191 Forecast Sales of Other Dairy by Category: Value 2011-2016
- Table 192 Forecast Sales of Other Dairy by Category: % Volume Growth
2011-2016
- Table 193 Forecast Sales of Other Dairy by Category: % Value Growth
2011-2016
Snack Bars in Turkey - Category Analysis
HEADLINES
TRENDS
Snack bars continues to be solely represented by granola/muesli bars in 2011.
The category is set to register strong current value growth thanks to the
performance of the Tadimca brand from Tadim Gida. The improved economic
conditions in the country have been another important factor behind the
category's growth. In 2011, a new company has also entered snack bars.
Emekcioglu Gida has launched the Papagan Bimola brand, which has also helped
the category to grow.
COMPETITIVE LANDSCAPE
In 2010, the dominant players in the category were local companies Tadim Gida
and Yildiz Holding with a combined value share of 94%. Tadimca from Tadim Gida
was the leading brand with a 76% share, up from 57% a year earlier. The
company assumed the leading position from its closest competitor Yildiz
Holding and the Kellogg's K Time brand in 2008.
PROSPECTS
Over the forecast period snack bars is expected to register strong constant
value growth. The recovery of the economy and the launch of new products will
drive category growth. Heavy advertising and promotional activities will also
benefit the category. Turkey's young population and the increasing number of
working people will both help to fuel sales over the next decade.
CATEGORY DATA
- Table 194 Sales of Snack Bars by Category: Volume 2006-2011
- Table 195 Sales of Snack Bars by Category: Value 2006-2011
- Table 196 Sales of Snack Bars by Category: % Volume Growth 2007-2011
- Table 197 Sales of Snack Bars by Category: % Value Growth 2007-2011
- Table 198 Snack Bars Company Shares 2006-2010
- Table 199 Snack Bars Brand Shares 2007-2010
- Table 200 Sales of Snack Bars by Distribution Format: % Analysis 2006-2011
- Table 201 Forecast Sales of Snack Bars by Category: Volume 2011-2016
- Table 202 Forecast Sales of Snack Bars by Category: Value 2011-2016
- Table 203 Forecast Sales of Snack Bars by Category: % Volume Growth
2011-2016
- Table 204 Forecast Sales of Snack Bars by Category: % Value Growth
2011-2016
Spreads in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, spreads is set to register current value growth of 6%. This will be
marginally lower than both the figure achieved the previous year and the
review period average. Consumption of spreads generally falls during times of
economic uncertainty as they are considered luxury products, with the notable
exception of jam, which is part of the Turkish traditional breakfast.
Nevertheless, spreads saw positive growth over the last three years of the
review period despite the economic crisis due to the development of new
innovative flavours and packaging, particularly within jams and preserves,
where new flavours such as aubergine, pistachio and watermelon were introduced
for the first time.
COMPETITIVE LANDSCAPE
Yildiz Holding remained the leading player in spreads in 2010 thanks to the
popularity of its Cokokrem brand in chocolate spreads, the largest spreads
category. The company frequently advertises its products, has a good
reputation and constantly seeks to improve its distribution, which is the best
in the country. In 2009, Yildiz Holding launched a new premium product called
Ulker Golden in chocolate spreads. The brand was supported by a well-designed
advertising campaign.
PROSPECTS
Over the forecast period spreads will remain largely flat in constant value
terms, marking an improved performance on the decline of the review period.
This better performance will be down to improved economic conditions in the
country and an increasing number of products with healthier ingredients and
improved packaging. Furthermore, Turkey's large child and teenage populations
will support volume sales over the forecast period as these population groups
are the main consumers of spreads.
CATEGORY DATA
- Table 205 Sales of Spreads by Category: Volume 2006-2011
- Table 206 Sales of Spreads by Category: Value 2006-2011
- Table 207 Sales of Spreads by Category: % Volume Growth 2006-2011
- Table 208 Sales of Spreads by Category: % Value Growth 2006-2011
- Table 209 Leading Flavours for Jams and Preserves 2006-2011
- Table 210 Spreads Company Shares 2006-2010
- Table 211 Spreads Brand Shares 2007-2010
- Table 212 Sales of Spreads by Distribution Format: % Analysis 2006-2011
- Table 213 Forecast Sales of Spreads by Category: Volume 2011-2016
- Table 214 Forecast Sales of Spreads by Category: Value 2011-2016
- Table 215 Forecast Sales of Spreads by Category: % Volume Growth 2011-2016
- Table 216 Forecast Sales of Spreads by Category: % Value Growth 2011-2016
Sugar Confectionery in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, sugar confectionery is set to put in a better performance compared to
2010 due to improved economic conditions in the country. On the other hand,
current value growth in 2011 will be slightly weaker than the review period
CAGR as the economic crisis has continued to impact sales.
COMPETITIVE LANDSCAPE
In 2010, Kent Gida maintained its leading position in sugar confectionery. The
company is very well established and is synonymous with sugar confectionery in
the minds of many Turkish consumers. The company preserved its leading
position throughout the review period due to the performance of its popular
Olips boiled sweets and mints brand. Kent Gida continues to provide extensive
advertising support to its Olips and Kent Missbon boiled sweet brands. The
company also saw an increase of 0.2 percentage points in 2010, benefiting from
its strong reputation and the launch of a number of extensions under its Topi
Top (lollipops) and Jelibon (jellies) brands.
PROSPECTS
Over the forecast period sugar confectionery is expected to register negative
constant value growth as a result of declining unit prices. The switch towards
cheaper products and price promotions from manufacturers to boost volume sales
will lead to declining unit prices. The negative constant value CAGR of the
review period can be attributed to poor performances from 2008 onwards due to
the negative effects of the economic crisis. The constant value decline
expected over the forecast period, however, will be weaker than that of the
review period as a result of better economic prospects.
CATEGORY DATA
- Table 217 Sales of Sugar Confectionery by Category: Volume 2006-2011
- Table 218 Sales of Sugar Confectionery by Category: Value 2006-2011
- Table 219 Sales of Sugar Confectionery by Category: % Volume Growth
2006-2011
- Table 220 Sales of Sugar Confectionery by Category: % Value Growth
2006-2011
- Table 221 Sugarised Vs Sugar-free Sugar Confectionery % Breakdown by Type
2011
- Table 222 Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown
2006-2011
- Table 223 Sugar Confectionery Company Shares 2006-2010
- Table 224 Sugar Confectionery Brand Shares 2007-2010
- Table 225 Sales of Sugar Confectionery by Distribution Format: % Analysis
2006-2011
- Table 226 Forecast Sales of Sugar Confectionery by Category: Volume
2011-2016
- Table 227 Forecast Sales of Sugar Confectionery by Category: Value
2011-2016
- Table 228 Forecast Sales of Sugar Confectionery by Category: % Volume
Growth 2011-2016
- Table 229 Forecast Sales of Sugar Confectionery by Category: % Value
Growth 2011-2016
- Summary 27 Other Sugar Confectionery: Product Types
Yoghurt and Sour Milk Drinks in Turkey - Category Analysis
HEADLINES
TRENDS
In 2011, the current retail value growth of yoghurt is expected to be stronger
than the equivalent CAGR over the review period while the current retail value
growth of sour milk drinks is expected to be lower than the review period
CAGR. Current retail value sales of yoghurt have been driven by increased new
product development, for example Pinar Organic plain yoghurt from Pinar Sut
Mamulleri Sanayi ve Ticaret AS, and the rising popularity of branded products
in yoghurt. On the other hand, the growth of sour milk drinks slowed down at
the end of the review period. Although it is quite a new category and it
benefited from investment in terms of new product development over the first
half of the review period, there was no innovation in this category towards
the end of the review period.
COMPETITIVE LANDSCAPE
In 2010, Artisanal accounted for a retail value share of 61% of yoghurt and
sour milk drinks due to its dominant position in plain spoonable yoghurt.
However, the share of Artisanal decreased over the review period, from 69% in
2005 as consumers started to consider packaged/industrial yoghurt as more
hygienic and convenient.
PROSPECTS
CATEGORY DATA
- Table 230 Sales of Yoghurt and Sour Milk Drinks by Category: Volume
2006-2011
- Table 231 Sales of Yoghurt and Sour Milk Drinks by Category: Value
2006-2011
- Table 232 Sales of Yoghurt and Sour Milk Drinks by Category: % Volume
Growth 2006-2011
- Table 233 Sales of Yoghurt and Sour Milk Drinks by Category: % Value
Growth 2006-2011
- Table 234 Soy-based vs Dairy-based Yoghurt % Breakdown 2010
- Table 235 Leading Flavours for Flavoured Spoonable Yoghurt 2006-2011
- Table 236 Leading Flavours for Fruited Spoonable Yoghurt 2006-2011
- Table 237 Yoghurt and Sour Milk Drinks Company Shares 2006-2010
- Table 238 Yoghurt and Sour Milk Drinks Brand Shares 2007-2010
- Table 239 Sales of Yoghurt and Sour Milk Drinks by Distribution Format: %
Analysis 2006-2011
- Table 240 Forecast Sales of Yoghurt and Sour Milk Drinks by Category:
Volume 2011-2016
- Table 241 Forecast Sales of Yoghurt and Sour Milk Drinks by Category:
Value 2011-2016
- Table 242 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: %
Volume Growth 2011-2016
- Table 243 Forecast Sales of Yoghurt and Sour Milk Drinks by Category: %
Value Growth 2011-2016
