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Country Report

Turkey Flag Baby Food in Turkey

| Pages: 37

Price: US$990

About this Report

Executive Summary

TRENDS

  • In 2015, baby food registered positive value growth of 12%, stimulated by rising urbanisation and the higher number of working mothers in the country. Nevertheless, growth in 2015 was weaker than the 14% CAGR of the review period as a result of news that appeared in the media in June 2014 which caused a fall in demand for baby food at the end of the review period. Genetically modified organisms (GMOs) were found in Aptamil branded milk formula from Numil Gida Urunleri San ve Tic AS based on investigations carried out by the Ministry of Food and Livestock. After checks in the central Control Laboratory in Ankara, it became certain that the Milupa Aptamil Multigrain included GMO products. As Milupa commands a strong position in milk formula, this affected the whole category, particularly as parents started to worry about whether or not to give their babies milk formula. On the other hand, the 2015 value growth was higher than 2014’s value growth of 9% due to increases in unit prices. The depreciation of the Turkish lira against the US dollar and euro in 2015 increased manufacturing costs due to rising raw milk prices, import and distribution costs, which led to increased value growth at the end of the review period.

COMPETITIVE LANDSCAPE

  • In 2015, Numil Gida Urunleri San ve Tic AS remained the leading player with a 62% value share in baby food thanks to its strong Milupa and Bebelac brands. However, the company’s share fell by two percentage points at the end of the review period. In the middle of 2015, the media announced that during investigations carried out by the Ministry of Food and Livestock, some Milupa milk formula products were found to contain GMOs which resulted in a significant decline in the Milupa brand’s share in 2015, as well as a smaller decline for the company’s Bebelac brand. Numil released a statement addressing the claims and confirmed it recalled certain products from sale as a “cautionary judgement”. The company said there are no GMOs in the product and it is produced in Portugal in line with EU infant food regulations.

PROSPECTS

  • Baby food is expected to register a value CAGR of 9% at constant 2015 prices over the forecast period. It is expected to record a higher value CAGR over the forecast period when compared to the review period of 6% at constant 2015 prices due to the diminishing negative effects of the GMO scandal. As Turkey has a high birth rate and currently only one third of babies are fed with packaged baby food, the category has very strong growth potential.

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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:

  • 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 Baby food in Turkey?
  • What are the major brands in Turkey?
  • How are latest breastfeeding rates impacting retail performance?
  • Are government initiatives to promote breastfeeding constraining market performance?
  • What are market opportunities for higher priced functional, organic and ethically sourced baby food?

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.

Table of Contents

Baby Food in Turkey - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Baby Food by Category: Volume 2010-2015
  • Table 2 Sales of Baby Food by Category: Value 2010-2015
  • Table 3 Sales of Baby Food by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Baby Food by Category: % Value Growth 2010-2015
  • Table 5 NBO Company Shares of Baby Food: % Value 2011-2015
  • Table 6 LBN Brand Shares of Baby Food: % Value 2012-2015
  • Table 7 Distribution of Baby Food by Format: % Value 2010-2015
  • Table 8 Forecast Sales of Baby Food by Category: Volume 2015-2020
  • Table 9 Forecast Sales of Baby Food by Category: Value 2015-2020
  • Table 10 Forecast Sales of Baby Food by Category: % Volume Growth 2015-2020
  • Table 11 Forecast Sales of Baby Food by Category: % Value Growth 2015-2020

Baby Food in Turkey - Company Profiles

BIM Birlesik Magazacilik AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 BIM Birlesik Magazacilik AS: Key Facts
  • Summary 2 BIM Birlesik Magazacilik AS: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 3 BIM Birlesik Magazacilik AS: Competitive Position 2015

Eti Gida San ve Tic AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Eti Gida Sanayii ve Tic AS: Key Facts
  • Summary 5 Eti Gida Sanayii ve Tic AS: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 6 Eti Gida Sanayii ve Tic AS: Competitive Position 2015

Yildiz Holding AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Yildiz Holding AS: Key Facts

COMPETITIVE POSITIONING

  • Summary 8 Yildiz Holding AS: Competitive Position 2015

Packaged Food in Turkey - Industry Context

EXECUTIVE SUMMARY

Packaged food registers a better value performance in 2015 than over the review period

The depreciation of the Turkish lira against the US dollar and euro negatively affects the market

Artisanal retains the lead in 2015 albeit losing share to packaged products

Supermarkets and discounters gain value share

Packaged food has good prospects for growth over the forecast period

KEY TRENDS AND DEVELOPMENTS

Unit price increases lead to high value growth in 2015

The young population of the country, together with rapid urbanisation, stimulates market growth

Share of private label products increases

Consumer demand for health and wellness products grows

FOODSERVICE: KEY TRENDS AND DEVELOPMENTS

Headlines

Trends: Sales to Foodservice

Trends: Consumer Foodservice

Prospects

Category Data

  • Table 12 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 16 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 17 Sales of Packaged Food by Category: Value 2010-2015
  • Table 18 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 19 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 20 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 21 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 22 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 23 Penetration of Private Label by Category: % Value 2010-2015
  • Table 24 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 25 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 26 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 27 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 9 Research Sources

Segmentation

This market research report includes the following:

  • Baby Food
    • Dried Baby Food
    • Prepared Baby Food
    • Milk Formula
      • Standard Milk Formula
        • Liquid Standard Milk Formula
        • Powder Standard Milk Formula
      • Follow-on Milk Formula
        • Liquid Follow-on Milk Formula
        • Powder Follow-on Milk Formula
      • Toddler Milk Formula
        • Liquid Toddler Milk Formula
        • Powder Toddler Milk Formula
      • Special Baby Milk Formula
        • Liquid Special Baby Milk Formula
        • Powder Special Baby Milk Formula
    • Other Baby Food

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Products by Ingredient

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Foodservice volume
  • Foodservice volume % growth
  • Foodservice volume per capita
  • Total volume
  • Total volume % growth
  • Total volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price % growth
  • Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value manufacturer selling price per capita local currency, USD, EUR, GBP, CHF, JPY
  • Retail volume (tonnes)
  • Retail volume (tonnes) % growth
  • Retail volume (tonnes) per capita
  • Foodservice volume (tonnes)
  • Foodservice volume (tonnes) % growth
  • Foodservice volume (tonnes) per capita
  • Total volume (tonnes)
  • Total volume (tonnes) % growth
  • Total volume (tonnes) per capita

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