Consumer Foodservice in Turkey
Euromonitor International's Consumer Foodservice in Turkey report examine stand-alone restaurants and eating establishments in which the consumer can freely choose to eat. The report looks at market trends by sector (cafes/bars, full-service restaurants, fast food, home delivery and street stalls). It profiles the leading companies in the market and analyses factors influencing eating out patterns. Forecasts illustrate how the market is set to change
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Tables: 109 | Publication date: Sep 2007
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- Get insight into trends in market performance
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Product coverage
Consumer foodservice by chained/independent; Consumer foodservice by type; Consumer foodservice by type and chained/independent
Executive summary
Consumer foodservice continues to record positive growth in 2006
Consumer foodservice recorded higher growth in 2006 than in the previous year. Value sales continued the increase it started in 2005. The market recovered from the negative effects of the 2001 crisis and, at the end of the review period, started to show considerable development. At this time, increased purchasing power with improved economic conditions, a higher proportion of the population employed, and new investments in this market were the reasons for growth. An increased number of outlets combined with the higher transaction numbers resulted in increased sales. In addition, the high numbers of the young population positively increased CFS sales, since they were the main consumers of foodservice. A young population meant a high number of students, and students had free time, giving them greater opportunity to eat out. Especially at weekends and lunch times, consumer foodservice outlets also became meeting places for them.
Specialist coffee shops records a boom in 2006
Chained specialist coffee shops gained popularity in a short period of time over the last years of the review period. The sector was undeveloped in the early years. However, at the end of the review period, the specialist coffee shops recorded a boom with new firms. Entries of new brands during the last two years of the review period included domestic companies such as Kahve Dünyasi, Coffee & Chocolate, Cafe Crown and Gimm Cafe, as well as multinationals such as Tchibo, Barnie’s Coffee & Tea and John’s Cafe. Speciality coffee was unknown to most Turks until the 2000s – before Gloria Jean’s and Starbucks entered. In 2006, an increased number of Turkish consumers were interested in these coffee shops. They discovered a modern format of coffee shops with different speciality coffees. Chained specialist coffee shops promoted a relaxed and comfortable environment in its outlets, and consumers were attracted by the quality of service.
Increased investment in the market triggers competition
The number of new companies in the market increased considerably during the last two years of the survey period. In Asian and Latin American full-service restaurants (FSR), specialist coffee shops, bakery fast food, pizza fast food, many companies entered. Go Mongo and Wagamama chains opened in the FSR channel in 2006 and brought dynamism to the sector. The entrance of new companies triggered competition among experienced companies in Turkey, and these new companies targeted high shares.
Chained foodservice outlets see much higher growth than independents
Chained CFS companies saw higher growth than independent outlets in 2006, because of new entries, such as Tchibo, Barnie’s Coffee & Tea, and Quiznos Sub, into chained CFS. The positive economic environment for investment increased the demand for owning franchises. Large companies, such as Pasticceria Motta, Starbucks and Domino’s Pizza, increased the number of their outlets considerably in 2006. Chains offered higher quality food and service because they had to preserve their company reputations and standardise production in order to produce the same quality in every outlet.
Dynamism in specialist coffee shops and FSR is expected to drive forecast growth of the market
Consumer foodservice will be positively affected by improved economic developments and increasing disposable incomes in the country over the forecast period. CFS will gain in dynamism because of increasing consumer trust in a more stable economy. When purchasing power entered a climbing trend in the middle of the review period, consumers became accustomed to spending more than during the crisis years. This situation will continue over the next five years, as purchasing power is expected to increase. This will result in increased CFS sales and additional investment in the market. Specialist coffee shops will continue to increase. In FSR, newer outlets, such as Asian and Latin American, are calculated to be highly dynamic as consumers are expected to be keen to try new dishes. The high performance of these subsectors at the end of the review period is expected to continue over the forecast period, thus creating dynamism in total consumer foodservice in Turkey.
Table of contents
CONSUMER FOODSERVICE IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Consumer foodservice continues to record positive growth in 2006
Specialist coffee shops records a boom in 2006
Increased investment in the market triggers competition
Chained foodservice outlets see much higher growth than independents
Dynamism in specialist coffee shops and FSR is expected to drive forecast growth of the market
KEY TRENDS AND DEVELOPMENTS
High level of young people and increasing numbers of educated females affect CFS
Improved economy and falling inflation rates
Rapid urbanisation
Increased number of retail centres
High usage of credit cards in retail purchases
MARKET DATA
Table 1 Units, Transactions and Value Sales in Consumer Foodservice: 2001-2006
Table 2 Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2001-2006
Table 3 Consumer Foodservice by Independent Vs Chained Outlets: Units/Outlets 2006
Table 4 Consumer Foodservice by Eat in Vs Takeaway 2006
Table 5 Consumer Foodservice by Food Vs Drinks Split 2006
Table 6 Sales in Consumer Foodservice by Location 2001-2006
Table 7 Leading Chained Consumer Foodservice Brands by Number of Units 2006
Table 8 Chained Consumer Foodservice Company Shares 2002-2006
Table 9 Chained Consumer Foodservice Brand Shares 2003-2006
Table 10 Forecast Units, Transactions and Value Sales in Consumer Foodservice: 2006-2011
Table 11 Forecast Units, Transactions and Value Sales in Consumer Foodservice: % Growth 2006-2011
APPENDIX
Published Data Comparisons
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
AA KAHVE ÜRüNLERI SAN TIC LTD - CONSUMER FOODSERVICE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 AA Kahve Ürünleri San Tic Ltd: Key Facts
Summary 3 AA Kahve Ürünleri San Tic Ltd: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 4 AA Kahve Ürünleri San Tic Ltd: Competitive Position 2006
DURAN GIDA MADDELERI TICARET SANAYI LTD STI - CONSUMER FOODSERVICE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Duran Gida Maddeleri Ticaret Sanayi Ltd Sti: Key Facts
Summary 6 Duran Gida Maddeleri Ticaret Sanayi Ltd Sti: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 7 Duran Gida Maddeleri Ticaret Sanayi Ltd Sti: Competitive Position 2006
KüçüKEV YEMEK HIZMETLERI VE TURIZM LTD - CONSUMER FOODSERVICE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Küçükev Yemek Hizmetleri ve Turizm Ltd: Key Facts
Summary 9 Küçükev Yemek Hizmetleri ve Turizm Ltd: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
PASTICCERIA MOTTA - CONSUMER FOODSERVICE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Pasticceria Motta: Key Facts
Summary 11 Pasticceria Motta: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 12 Pasticceria Motta: Competitive Position 2006
SULTAN GIDA SAN VE TURIZM AS - CONSUMER FOODSERVICE - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Sultan Gida San ve Turizm AS: Key Facts
Summary 14 Sultan Gida San ve Turizm AS: Operational Indicators
COMPANY BACKGROUND
COMPETITIVE POSITIONING
Summary 15 Sultan Gida San ve Turizm AS: Competitive Position 2006
CAFéS/BARS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 12 Cafés/Bars by Subsector: Units/Outlets 2001-2006
Table 13 Cafés/Bars by Subsector: Transactions 2001-2006
Table 14 Cafés/Bars by Subsector: Foodservice Value 2001-2006
Table 15 Cafés/Bars by Subsector: % Volume Growth 2001-2006
Table 16 Cafés/Bars by Subsector: % Transaction Growth 2001-2006
Table 17 Cafés/Bars by Subsector: % Foodservice Value Growth 2001-2006
Table 18 Global Brand Owner Shares of Chained Cafés/Bars 2002-2006
Table 19 Brand Shares of Chained Cafés/Bars 2003-2006
Table 20 Forecast Sales in Cafés/Bars by Subsector: Units/Outlets 2006-2011
Table 21 Forecast Sales in Cafés/Bars by Subsector: Transactions 2006-2011
Table 22 Forecast Sales in Cafés/Bars by Subsector: Foodservice Value 2006-2011
Table 23 Forecast Sales in Cafés/Bars by Subsector: % Volume Growth 2006-2011
Table 24 Forecast Sales in Cafés/Bars by Subsector: % Transaction Growth 2006-2011
Table 25 Forecast Sales in Cafés/Bars by Subsector: % Foodservice Value Growth 2006-2011
FULL-SERVICE RESTAURANTS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 26 FSR by Subsector: Units/Outlets 2001-2006
Table 27 FSR by Subsector: Transactions 2001-2006
Table 28 FSR by Subsector: Foodservice Value 2001-2006
Table 29 FSR by Subsector: % Volume Growth 2001-2006
Table 30 FSR by Subsector: % Transaction Growth 2001-2006
Table 31 FSR by Subsector: % Foodservice Value Growth 2001-2006
Table 32 Global Brand Owner Shares of Chained FSR 2002-2006
Table 33 Brand Shares of Chained FSR 2003-2006
Table 34 Forecast Sales in FSR by Subsector: Units/Outlets 2006-2011
Table 35 Forecast Sales in FSR by Subsector: Transactions 2006-2011
Table 36 Forecast Sales in FSR by Subsector: Foodservice Value 2006-2011
Table 37 Forecast Sales in FSR by Subsector: % Volume Growth 2006-2011
Table 38 Forecast Sales in FSR by Subsector: % Transaction Growth 2006-2011
Table 39 Forecast Sales in FSR by Subsector: % Foodservice Value Growth 2006-2011
FAST FOOD IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 40 Fast Food by Subsector: Units/Outlets 2001-2006
Table 41 Fast Food by Subsector: Transactions 2001-2006
Table 42 Fast Food by Subsector: Foodservice Value 2001-2006
Table 43 Fast Food by Subsector: % Volume Growth 2001-2006
Table 44 Fast Food by Subsector: % Transaction Growth 2001-2006
Table 45 Fast Food by Subsector: % Foodservice Value Growth 2001-2006
Table 46 Sales of Bakery Products Fast Food by Type 2006
Table 47 Global Brand Owner Shares of Chained Fast Food 2002-2006
Table 48 Brand Shares of Chained Fast Food 2003-2006
Table 49 Forecast Sales in Fast Food by Subsector: Units/Outlets 2006-2011
Table 50 Forecast Sales in Fast Food by Subsector: Transactions 2006-2011
Table 51 Forecast Sales in Fast Food by Subsector: Foodservice Value 2006-2011
Table 52 Forecast Sales in Fast Food by Subsector: % Volume Growth 2006-2011
Table 53 Forecast Sales in Fast Food by Subsector: % Transaction Growth 2006-2011
Table 54 Forecast Sales in Fast Food by Subsector: % Foodservice Value Growth 2006-2011
100% HOME DELIVERY/TAKEAWAY IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2001-2006
Table 56 100% Home Delivery/Takeaway by Subsector: Transactions 2001-2006
Table 57 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2001-2006
Table 58 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2001-2006
Table 59 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2001-2006
Table 60 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2001-2006
Table 61 Global Brand Owner Shares of Chained 100% Home Delivery/Takeaway 2002-2006
Table 62 Brand Shares of Chained 100% Home Delivery/Takeaway 2003-2006
Table 63 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Units/Outlets 2006-2011
Table 64 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Transactions 2006-2011
Table 65 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: Foodservice Value 2006-2011
Table 66 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Volume Growth 2006-2011
Table 67 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Transaction Growth 2006-2011
Table 68 Forecast Sales in 100% Home Delivery/Takeaway by Subsector: % Foodservice Value Growth 2006-2011
SELF-SERVICE CAFETERIAS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 69 Self-service Cafeterias by Subsector: Units/Outlets 2001-2006
Table 70 Self-service Cafeterias by Subsector: Transactions 2001-2006
Table 71 Self-service Cafeterias by Subsector: Foodservice Value 2001-2006
Table 72 Self-service Cafeterias by Subsector: % Volume Growth 2001-2006
Table 73 Self-service Cafeterias by Subsector: % Transaction Growth 2001-2006
Table 74 Self-service Cafeterias by Subsector: % Foodservice Value Growth 2001-2006
Table 75 Forecast Sales in Self-service Cafeterias by Subsector: Units/Outlets 2006-2011
Table 76 Forecast Sales in Self-service Cafeterias by Subsector: Transactions 2006-2011
Table 77 Forecast Sales in Self-service Cafeterias by Subsector: Foodservice Value 2006-2011
Table 78 Forecast Sales in Self-service Cafeterias by Subsector: % Volume Growth 2006-2011
Table 79 Forecast Sales in Self-service Cafeterias by Subsector: % Transaction Growth 2006-2011
Table 80 Forecast Sales in Self-service Cafeterias by Subsector: % Foodservice Value Growth 2006-2011
STREET STALLS/KIOSKS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 81 Street Stalls/Kiosks by Subsector: Units/Outlets 2001-2006
Table 82 Street Stalls/Kiosks by Subsector: Transactions 2001-2006
Table 83 Street Stalls/Kiosks by Subsector: Foodservice Value 2001-2006
Table 84 Street Stalls/Kiosks by Subsector: % Volume Growth 2001-2006
Table 85 Street Stalls/Kiosks by Subsector: % Transaction Growth 2001-2006
Table 86 Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2001-2006
Table 87 Global Brand Owner Shares of Chained Street Stalls/Kiosks 2002-2006
Table 88 Brand Shares of Chained Street Stalls/Kiosks 2003-2006
Table 89 Forecast Sales in Street Stalls/Kiosks by Subsector: Units/Outlets 2006-2011
Table 90 Forecast Sales in Street Stalls/Kiosks by Subsector: Transactions 2006-2011
Table 91 Forecast Sales in Street Stalls/Kiosks by Subsector: Foodservice Value 2006-2011
Table 92 Forecast Sales in Street Stalls/Kiosks by Subsector: % Volume Growth 2006-2011
Table 93 Forecast Sales in Street Stalls/Kiosks by Subsector: % Transaction Growth 2006-2011
Table 94 Forecast Sales in Street Stalls/Kiosks by Subsector: % Foodservice Value Growth 2006-2011