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Country Report

Turkey Flag Bakery in Turkey

| Pages: 78

Price: US$2,100

About this Report

Executive Summary

Baked Goods

TRENDS

  • In 2014, the increasing availability and popularity of NH high fibre bread among Turkish consumers negatively affects the volume sales of unpackaged/artisanal bread which constitutes nearly 97% of total volume sales of baked goods in Turkey. Promotional activities of health authorities and government officials for increasing the consumption of wholegrain bread also negatively affected the volume sales of unpackaged/artisanal bread. More recently, The Turkish Grain Board launched a new campaign called “Ekmegini Israf Etme” (Don’t Waste your Bread) which works to curb the amount of waste bread in Turkey through educational activities with regard to consumption of bread. The majority of consumers however still give prominence to the warmness and freshness of the bread while it is still a small group that gives prominence to whether the bread is wholegrain. Additionally, leading packaged/industrial bread producers have been utilising this campaign by indicating that the consumption of packaged/industrial bread is a good way to alleviate the waste bread problem as these products can be re-heated and consumed for a long time.

COMPETITIVE LANDSCAPE

  • With a 94% share in 2014, artisanal products dominate baked goods. This dominance largely stems from the Turkish consumers’ preference for fresh baked products. Although still dominating, the artisanal share is decreasing in baked goods because of increasing health awareness and changing eating habits of Turkish consumers.

PROSPECTS

  • Over the forecast period, the overall sales of baked goods are expected to decline, leading to a negative value CAGR of 3%. This decline is due to the declining value sales of unpackaged/artisanal bread and bread substitutes. Sales of unpackaged/artisanal bread are expected to decrease due to the increasing health awareness and changing eating habits of Turkish consumers. Moreover, the increasing consumer awareness of waste bread due to the “Don’t Waste Your Bread” promotion campaign will continue to have negative impact on the daily sales of unpackaged/artisanal bread.

Biscuits

TRENDS

  • Turkey’s relatively high young population and leading companies’ successful new product launches lead to current value growth of 11% which is higher than the review period CAGR. The growth is mainly due to the successful new product launches in 2013 and 2014 such as Yildiz Holding’s Ulker Dore, new NH high fibre biscuit range, Saklikoy and Eti Gida San ve Tic AS’s new Eti Burcak Sutlu Cikolatali. Apart from these new product developments, the leading companies are also investing in their established brands. For example, Yildiz Holding AS launched the mini bite-size version of its famous Biskrem brand.

COMPETITIVE LANDSCAPE

  • In 2014, the leading company in biscuits continued to be Yildiz Holding AS with a 43% value share. The second ranking company is Eti Gida with a 33% value share. Yildiz Holding’s wider product range and wider and more successful distribution network have enabled the company to become the leading player in biscuits in Turkey. The two leading players dominate biscuits and further consolidate their position with their successful new product launches which target changing consumer preferences in Turkey.

PROSPECTS

  • Over the forecast period, biscuits is expected to register a higher value CAGR of 3% at constant 2014 prices, compared to that recorded over the review period. Increasing young population, urbanisation, expected new product launches and successful advertising campaigns will fuel this growth.

Breakfast Cereals

TRENDS

  • In 2014, breakfast cereals registered a higher current value growth than 2013. When compared to the Western European average, the consumption of breakfast cereals in Turkey is low. However, it has been rapidly increasing as a result of urbanisation and higher numbers of mothers at work. Breakfast cereal is increasingly regarded as a quick, practical and highly nutritious meal. As the level of education and employment is increasing in Turkey, more and more people prefer breakfast with breakfast cereals. Moreover, new product launches by the leading companies further stimulate the growth of breakfast cereals.

COMPETITIVE LANDSCAPE

  • In 2014, Nestlé continues to dominate breakfast cereals with a 51% share, thanks to the good performance and strong brand awareness of its Nesquik and Nesfit brands. Although the company used to be very active in terms of new product launches over the review period, in 2014, rather than launching new products, the company focused on marketing activities for its existing products. Additionally, the majority of the company’s sales are coming from its Nesfit brand which registers negative growth due to the increasing popularity of muesli products among young female urban consumers with high health awareness. Due to this shift, the company loses share to other companies which are more active and successful in terms of targeting changing consumer preferences with new product launches.

PROSPECTS

  • Over the forecast period, breakfast cereals is expected to register positive growth, as consumers will switch to easy and quick breakfast options. This is especially the case for larger cities, where consumers need practical meal replacement alternatives as a consequence of their increasingly active life. However, breakfast cereals is expected to register a lower value CAGR at constant 2014 prices, over the forecast period compared to the review period. Mainly, this will be the result of market saturation, especially with regard to flakes.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Bakery 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 Bakery industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Bakery 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 Bakery in Turkey?
  • What are the major brands in Turkey?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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

Bakery in Turkey - Category Analysis

BAKED GOODS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Baked Goods by Category: Volume 2009-2014
  • Table 2 Sales of Baked Goods by Category: Value 2009-2014
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2009-2014
  • Table 5 Sales of Packaged/Industrial Bread by Type: % Value Breakdown 2009-2014
  • Table 6 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2009-2014
  • Table 7 NBO Company Shares of Baked Goods: % Value 2010-2014
  • Table 8 LBN Brand Shares of Baked Goods: % Value 2011-2014
  • Table 9 Distribution of Baked Goods by Format: % Value 2009-2014
  • Table 10 Forecast Sales of Baked Goods by Category: Volume 2014-2019
  • Table 11 Forecast Sales of Baked Goods by Category: Value 2014-2019
  • Table 12 Forecast Sales of Baked Goods by Category: % Volume Growth 2014-2019
  • Table 13 Forecast Sales of Baked Goods by Category: % Value Growth 2014-2019

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 14 Sales of Biscuits by Category: Volume 2009-2014
  • Table 15 Sales of Biscuits by Category: Value 2009-2014
  • Table 16 Sales of Biscuits by Category: % Volume Growth 2009-2014
  • Table 17 Sales of Biscuits by Category: % Value Growth 2009-2014
  • Table 18 NBO Company Shares of Biscuits: % Value 2010-2014
  • Table 19 LBN Brand Shares of Biscuits: % Value 2011-2014
  • Table 20 Distribution of Biscuits by Format: % Value 2009-2014
  • Table 21 Forecast Sales of Biscuits by Category: Volume 2014-2019
  • Table 22 Forecast Sales of Biscuits by Category: Value 2014-2019
  • Table 23 Forecast Sales of Biscuits by Category: % Volume Growth 2014-2019
  • Table 24 Forecast Sales of Biscuits by Category: % Value Growth 2014-2019

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Breakfast Cereals by Category: Volume 2009-2014
  • Table 26 Sales of Breakfast Cereals by Category: Value 2009-2014
  • Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2009-2014
  • Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2009-2014
  • Table 29 NBO Company Shares of Breakfast Cereals: % Value 2010-2014
  • Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2011-2014
  • Table 31 Distribution of Breakfast Cereals by Format: % Value 2009-2014
  • Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2014-2019
  • Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2014-2019
  • Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2014-2019
  • Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2014-2019

Bakery in Turkey - Company Profiles

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Eti Gida San ve Tic AS: Key Facts
  • Summary 2 Eti Gida San ve Tic AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 3 Eti Gida San Ve Tic As: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 4 Eti Gida San Ve Tic As: Competitive Position 2014

Solen Cikolata Gida San Ve Tic AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Solen Cikolata Gida San Ve Tic AS: Key Facts
  • Summary 6 Solen Cikolata Gida San Ve Tic AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 7 Solen Cikolata Gida San Ve Tic AS: Competitive Position 2014

Yildiz Holding AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Yildiz Holding AS: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 9 Yildiz Holding AS: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 10 Yildiz Holding AS: Competitive Position 2014

Packaged Food in Turkey - Industry Context

EXECUTIVE SUMMARY

Packaged food registers above-average growth in 2014

Increased demand for packaged food promising convenience

Artisanal products continue to decline at benefit of packaged food products

Modern grocery gains at cost of independent small grocers

Positive outlook for packaged food over forecast period

KEY TRENDS AND DEVELOPMENTS

Rapid urbanisation and high rate of young population stimulate growth

Increasing demand for health and wellness products

Share of private label products increases

Increasing shift from artisanal products towards packaged products

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends – foodservice

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019

IMPULSE AND INDULGENCE PRODUCTS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 40 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2014-2019

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 51 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2014-2019

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 61 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 71 Sales of Packaged Food by Category: Value 2009-2014
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 74 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 75 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 77 Penetration of Private Label by Category: % Value 2009-2014
  • Table 78 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 11 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Bakery
      • Baked Goods
        • Bread
          • Bread Substitutes
          • Packaged/Industrial Bread
          • Unpackaged/Artisanal Bread
        • Cakes
          • Packaged/Industrial Cakes
          • Unpackaged/Artisanal Cakes
        • Pastries
          • Packaged/Industrial Pastries
          • Unpackaged/Artisanal Pastries
      • Biscuits
        • Savoury Biscuits and Crackers
        • Sweet Biscuits
          • Alfajores
          • Chocolate Coated Biscuits
          • Cookies
          • Filled Biscuits
          • Plain Biscuits
          • Sandwich Biscuits
      • Breakfast Cereals
        • Hot Cereals
        • RTE Cereals
          • Children's Breakfast Cereals
          • Family Breakfast Cereals
            • Flakes
            • Muesli
            • Other RTE Cereals

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
  • Analysis by Type
  • Products by Ingredient
  • Single Portion vs Multi-portion

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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