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Learn more43 pages, Aug 2017
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Towards the end of the review period, the performance of baby food was undermined by the growing tendency of many Turkish parents to feed their babies home-made food. This trend was driven by rising health awareness, with concerns about GMOs (genetically-modified organisms) and additives in packaged baby food encouraging parents to favour home-made varieties made with natural and fresh ingredients. Another factor that supported this trend was the growing popularity of websites, books, magazines and TV programmes that showed how to prepare nutritious and tasty baby food at home, particularly among urban mothers. Mothers in rural areas are predominantly housewives, and thus traditionally prepare home-made food for their babies.
Numil Gida Urunleri remained the leading manufacturer in baby food in 2017 with a retail value share of 51%. The company’s Milupa and Bebelac brands ranked first and second overall, respectively, and were present in all of the main baby food categories.
Baby food in Turkey is expected to record healthy growth in value sales at constant 2017 prices over the forecast period. The positive development of the category will be sustained by growth in the numbers of working mothers who are unable to breastfeed or lack the time to prepare home-made food for their babies. It is also expected that baby food companies will continue to run campaigns aimed at raising awareness among parents of the importance of feeding babies with products that are specifically tailored to their nutritional needs. Per capita baby food consumption in Turkey is still comparatively low, hence the category has good potential for further expansion. Advertising and promotional campaigns are likely to play a key role in stimulating demand for such products towards 2022. Constant value sales growth will also be bolstered by price hikes imposed to offset rising import and production costs. Consequently, baby food value sales at constant 2017 prices are projected to grow at a CAGR of 4%, which would be an improvement on the corresponding CAGR of 2% recorded during the review period.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Baby 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 Baby food industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
The Baby food in Turkey market research report includes:
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Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.
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.