Country Report

Baby Food in Turkey

Jan 2014 | Pages: 63

Price: US$900

About this Report

Executive Summary

TRENDS

According to Euromonitor International estimates, there were 4.8 million children aged 0-3 in Turkey in 2012. This number is expected to decrease slightly in 2013, however, considering the low and declining birth rates in Western Europe, Turkey currently ranks and is expected to continue to rank in first place. Birth rates in Turkey are at 16,000 per year which is almost double the Western European average. This constitutes a substantial opportunity for manufacturers of baby food.

COMPETITIVE LANDSCAPE

Numil Gida Urunleri San ve Tic AS is expected to retain its leading position within baby food in 2013 due to the strong position of its Milupa and Bebelac brands. Numil is also likely to post the highest share increase, with its share increasing by two percentage points in 2013. The company offers the widest range of baby food products and its products are widely available in supermarkets and hypermarkets, as well as specialist baby shops. Additionally, Numil invested the most in advertising in 2012, both through the media channels and the doctor/pharmacists channels. The company invests heavily in TV advertising for its organic products, emphasising the quality of the ingredients.

PROSPECTS

Baby food is expected to register a 17% CAGR in constant value terms over the forecast period, which is considerably higher than the review period CAGR. As Turkey has a high birth ratio and currently only one third of babies are fed with packaged baby food, the category enjoys very strong growth potential. Increased urbanisation, the growing number of working mothers and a greater number of baby food products that promise high nutritional value will be the main determinants of growth.

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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.