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Country Report

Turkey Flag Bakery in Turkey

| Pages: 79

Price: US$1,900

About this Report

Executive Summary

Baked Goods

TRENDS

  • Relatively slower growth of baked goods is due to the negative growth trend in artisanal bread and slower growth in bread substitutes. In 2013, the Prime Minister’s speech, promoting the consumption and production of wholegrain bread, negatively affected the demand for white bread, which makes up the majority of artisanal/unpackaged bread. The main impact of the speech was increasing health awareness amongst Turkish consumers. As a result, many artisanal bakeries have started to switch to wholegrain bread.

COMPETITIVE LANDSCAPE

  • With 96% share in 2013, artisanal products are dominating 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. 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.

Biscuits

TRENDS

  • In 2013, biscuits demonstrated a good current value growth, just slightly below the review period CAGR. This is the result of a growing number of new innovative product launches and improved economic conditions in Turkey. Examples of some recent product developments include Eti Kombo, a chocolate coated biscuit covered with nuts by Eti Gida, mini bite-size versions of Eti Gida’s Eti Cin and Yildiz Holding’s Probis brand, and Biscolata Moods by Solen Cikolata.

COMPETITIVE LANDSCAPE

  • In 2013, the leading company in biscuits continued to be Yildiz Holding with a 39% value share. The second ranking company was Eti Gida with a 36% 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. Nonetheless, Eti Gida with its new product launches and highly successful advertisement campaigns is showing a relatively better performance.

PROSPECTS

  • Over the forecast period, biscuits is expected to register a higher constant value CAGR of 3%. Improving economic conditions, new product launches and advertisement campaigns will fuel this growth.

Breakfast Cereals

TRENDS

  • In 2013, breakfast cereals registered a higher current value growth than 2012. 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. Due to these trends, each year, around one million new households start to purchase these products.

COMPETITIVE LANDSCAPE

  • In 2013, Nestlé was the leading company in breakfast cereals with 58% share, thanks to the good performance of its Nesquik and Nesfit brands. The company has been very active in terms of new product launches and advertising. For example, in 2013 the company launched Nesfit Bali Bademli (with honey and almond) and New Nesquik, fortified with vitamins and minerals for children. Nesquik children’s breakfast cereal is popular amongst urban children and benefits from the popularity of the Nesquik flavoured milk drink. Moreover, New Nesquik has been heavily advertised, attracting both children and their parents by emphasising the healthiness of the product via its famous Nesquik character. The Nesfit brand is also heavily advertised with the emphasis being put on the low calorie content and the healthiness of the product.

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 lower constant value CAGR over the forecast period compared to the review period. Mainly, this will be the result of market saturation.

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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 2008-2013
  • Table 2 Sales of Baked Goods by Category: Value 2008-2013
  • Table 3 Sales of Baked Goods by Category: % Volume Growth 2008-2013
  • Table 4 Sales of Baked Goods by Category: % Value Growth 2008-2013
  • Table 5 Sales of Packaged/Industrial Bread by Type: % Value Breakdown 2008-2013
  • Table 6 Sales of Packaged/Industrial Cakes by Single Portion vs Multi-pack: % Value 2008-2013
  • Table 7 NBO Company Shares of Baked Goods: % Value 2009-2013
  • Table 8 LBN Brand Shares of Baked Goods: % Value 2010-2013
  • Table 9 Distribution of Baked Goods by Format: % Value 2008-2013
  • Table 10 Forecast Sales of Baked Goods by Category: Volume 2012-2017
  • Table 11 Forecast Sales of Baked Goods by Category: Value 2012-2017
  • Table 12 Forecast Sales of Baked Goods by Category: % Volume Growth 2012-2017
  • Table 13 Forecast Sales of Baked Goods by Category: % Value Growth 2012-2017

BISCUITS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 14 Sales of Biscuits by Category: Volume 2008-2013
  • Table 15 Sales of Biscuits by Category: Value 2008-2013
  • Table 16 Sales of Biscuits by Category: % Volume Growth 2008-2013
  • Table 17 Sales of Biscuits by Category: % Value Growth 2008-2013
  • Table 18 NBO Company Shares of Biscuits: % Value 2009-2013
  • Table 19 LBN Brand Shares of Biscuits: % Value 2010-2013
  • Table 20 Distribution of Biscuits by Format: % Value 2008-2013
  • Table 21 Forecast Sales of Biscuits by Category: Volume 2012-2017
  • Table 22 Forecast Sales of Biscuits by Category: Value 2012-2017
  • Table 23 Forecast Sales of Biscuits by Category: % Volume Growth 2012-2017
  • Table 24 Forecast Sales of Biscuits by Category: % Value Growth 2012-2017

BREAKFAST CEREALS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Breakfast Cereals by Category: Volume 2008-2013
  • Table 26 Sales of Breakfast Cereals by Category: Value 2008-2013
  • Table 27 Sales of Breakfast Cereals by Category: % Volume Growth 2008-2013
  • Table 28 Sales of Breakfast Cereals by Category: % Value Growth 2008-2013
  • Table 29 NBO Company Shares of Breakfast Cereals: % Value 2009-2013
  • Table 30 LBN Brand Shares of Breakfast Cereals: % Value 2010-2013
  • Table 31 Distribution of Breakfast Cereals by Format: % Value 2008-2013
  • Table 32 Forecast Sales of Breakfast Cereals by Category: Volume 2012-2017
  • Table 33 Forecast Sales of Breakfast Cereals by Category: Value 2012-2017
  • Table 34 Forecast Sales of Breakfast Cereals by Category: % Volume Growth 2012-2017
  • Table 35 Forecast Sales of Breakfast Cereals by Category: % Value Growth 2012-2017

Bakery 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

COMPANY BACKGROUND

PRODUCTION

  • Summary 3 Bim Birlesik Magazacilik AS: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 4 Bim Birlesik Magazacilik AS: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Eti Gida Sanayii ve Tic AS: Key Facts
  • Summary 6 Eti Gida Sanayii ve Tic AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 7 Eti Gida Sanayii ve Tic AS: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 8 Eti Gida Sanayii ve Tic AS: Competitive Position 2013

Simsek Biskuvi ve Gida Sanayi AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Simsek Biskuvi ve Gida Sanayi AS: Key Facts
  • Summary 10 Simsek Biskuvi ve Gida Sanayi AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Simsek Biskuvi ve Gida Sanayi AS: Competitive Position 2013

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Solen Cikolata Gida San Ve Tic AS: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 13 Solen Cikolata Gida San Ve Tic AS: Competitive Position 2013

Yildiz Holding AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 14 Yildiz Holding AS: Key Facts
  • Summary 15 Yildiz Holding AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 16 Yildiz Holding AS: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 17 Yildiz Holding AS: Competitive Position 2013

Packaged Food in Turkey - Industry Context

EXECUTIVE SUMMARY

Packaged food records a positive value performance in 2013

Convenience drives sales of packaged food

Artisanal products continue to lead in 2013

Traditional grocery retailers accounts for the majority of packaged food sales in 2013

Packaged food set to record a positive value performance over the forecast period

KEY TRENDS AND DEVELOPMENTS

Private label continues to record strong growth

A switch from unpackaged food to packaged food

Convenience drives sales of packaged food

Demand for healthier and safer products is on the rise

FOODSERVICE – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends – sales to foodservice

Trends

Prospects

Category Data

  • Table 36 Foodservice Sales of Packaged Food by Category: Volume 2008-2013
  • Table 37 Foodservice Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 38 Forecast Foodservice Sales of Packaged Food by Category: Volume 2013-2018
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018

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 2008-2013
  • Table 41 Sales of Impulse and Indulgence Products by Category: Value 2008-2013
  • Table 42 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2008-2013
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Value Growth 2008-2013
  • Table 44 NBO Company Shares of Impulse and Indulgence Products: % Value 2009-2013
  • Table 45 LBN Brand Shares of Impulse and Indulgence Products: % Value 2010-2013
  • Table 46 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2013-2018
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Value 2013-2018
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2013-2018
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Value Growth 2013-2018

MEAL SOLUTIONS – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 50 Sales of Meal Solutions by Category: Volume 2008-2013
  • Table 51 Sales of Meal Solutions by Category: Value 2008-2013
  • Table 52 Sales of Meal Solutions by Category: % Volume Growth 2008-2013
  • Table 53 Sales of Meal Solutions by Category: % Value Growth 2008-2013
  • Table 54 NBO Company Shares of Meal Solutions: % Value 2009-2013
  • Table 55 LBN Brand Shares of Meal Solutions: % Value 2010-2013
  • Table 56 Forecast Sales of Meal Solutions by Category: Volume 2013-2018
  • Table 57 Forecast Sales of Meal Solutions by Category: Value 2013-2018
  • Table 58 Forecast Sales of Meal Solutions by Category: % Volume Growth 2013-2018
  • Table 59 Forecast Sales of Meal Solutions by Category: % Value Growth 2013-2018

NUTRITION/STAPLES – KEY TRENDS AND DEVELOPMENTS

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 60 Sales of Nutrition/Staples by Category: Volume 2008-2013
  • Table 61 Sales of Nutrition/Staples by Category: Value 2008-2013
  • Table 62 Sales of Nutrition/Staples by Category: % Volume Growth 2008-2013
  • Table 63 Sales of Nutrition/Staples by Category: % Value Growth 2008-2013
  • Table 64 NBO Company Shares of Nutrition/Staples: % Value 2009-2013
  • Table 65 LBN Brand Shares of Nutrition/Staples: % Value 2010-2013
  • Table 66 Forecast Sales of Nutrition/Staples by Category: Volume 2013-2018
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Value 2013-2018
  • Table 68 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2013-2018
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2013-2018

MARKET DATA

  • Table 70 Sales of Packaged Food by Category: Volume 2008-2013
  • Table 71 Sales of Packaged Food by Category: Value 2008-2013
  • Table 72 Sales of Packaged Food by Category: % Volume Growth 2008-2013
  • Table 73 Sales of Packaged Food by Category: % Value Growth 2008-2013
  • Table 74 GBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 75 NBO Company Shares of Packaged Food: % Value 2009-2013
  • Table 76 LBN Brand Shares of Packaged Food: % Value 2010-2013
  • Table 77 Penetration of Private Label by Category: % Value 2008-2013
  • Table 78 Distribution of Packaged Food by Format: % Value 2008-2013
  • Table 79 Distribution of Packaged Food by Format and Category: % Value 2013
  • Table 80 Forecast Sales of Packaged Food by Category: Volume 2013-2018
  • Table 81 Forecast Sales of Packaged Food by Category: Value 2013-2018
  • Table 82 Forecast Sales of Packaged Food by Category: % Volume Growth 2013-2018
  • Table 83 Forecast Sales of Packaged Food by Category: % Value Growth 2013-2018

DEFINITIONS

SOURCES

  • Summary 18 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
          • 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
  • 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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