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Country Report

Turkey Flag Confectionery in Turkey

| Pages: 57

Price: US$2,100

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • In 2015, chocolate confectionery registered an above average current value growth of 18%, compared to the 15% CAGR seen over the review period. The most important factor that impacted the value growth was the increasing unit prices. The Turkish lira lost significant value against the US dollar and euro in 2015, making the import of products and raw materials from abroad more expensive. Furthermore, the increasing number of new product launches with value-added properties, such as the Milka Findik Krokanli tablet product by Kent Gida San ve Tic AS (with Oreo biscuit filling) launched in November 2014, also increased the unit prices, leading to value growth.

COMPETITIVE LANDSCAPE

  • Yildiz Holding held the leading 39% value share in chocolate confectionery with its Ülker brand in 2015. The company has the most established position in chocolate confectionery, and owns the strongest distribution network. Yildiz Holding also has a huge budget to invest in new product development and advertising. Nevertheless, as a result of heavy competition from other companies, Yildiz Holding’s share fell from 54% in 2009. The company lost share specifically to its local competitors Eti Gida San ve Tic AS and BIM Birlesik Magazacilik AS, which ranked second and third respectively.

PROSPECTS

  • Chocolate confectionery is expected to record an 8% value CAGR at constant 2015 prices over the forecast period, a bit higher than the 7% constant CAGR demonstrated over the review period. The improved CAGR is expected to be driven by the increasing unit prices. The average unit price in chocolate confectionery is expected to rise as a result of increased cocoa and manufacturing costs, as well as the launch of more sophisticated and value-added products, especially tablets and countlines with fillings. In volume terms, on the other hand, chocolate confectionery is predicted to register slower growth compared to the review period. The slower volume growth over the forecast period is expected to stem from both greater maturity in sales and increased unit prices which will decrease the frequency of chocolate confectionery purchases.

Gum

TRENDS

  • In 2015, gum registered current value growth of 9% which was stronger compared to the review period CAGR of 7% due to an increase in unit prices. The depreciation of the Turkish lira against the US dollar and euro in 2015 increased manufacturing costs due to rising sugar prices, import and distribution costs.

PROSPECTS

  • Gum is predicted to register a value CAGR of 3% at constant 2015 prices over the forecast period, which will be higher than the review period constant CAGR decline of 1% in constant terms. Developments in terms of new flavours and packaging, together with increased advertising are factors that are expected to stimulate growth over the forecast period.

Sugar Confectionery

TRENDS

  • In 2015, sugar confectionery posted current value growth of 9% which was higher than the review period CAGR of 4% due to increasing unit prices. The depreciation of the Turkish lira against the US dollar and the euro in 2015 increased manufacturing costs due to rising sugar prices, import and distribution costs. Religious holidays Eid and Ramadan drive sales of sugar confectionery in Turkey; people visit their relatives and neighbours, especially during religious holidays, where they are served confectionery. Boiled sweets are also consumed by children throughout the year. However, chocolate confectionery is now a significant competitor to boiled sweets as consumers see products such as boxed assortments as a more sophisticated gift.

COMPETITIVE LANDSCAPE

  • In 2015, Kent Gida San ve Tic AS led sugar confectionery with an 11% value share. The company’s brands, in particular Kent Missbon Olips and Jelibon, are very well established and are synonymous with sugar confectionery for the majority of Turkish consumers. The company managed to maintain its leading position throughout the review period due to the performance of its popular Jelibon and Olips brands. It introduced new lines such as Olips XS & Olips Colors and new flavours such as Olips Watermelon. The company added a new production line at its confectionery plant in Gebze in Turkey with an investment of US$24 million in 2015, increasing production capacity by 20%.

PROSPECTS

  • Over the forecast period sugar confectionery is predicted to register a value CAGR decline of 1% at constant 2015 prices compared to a review period CAGR decline of 4%. The continued decline, although at a slower rate compared to the review period, will be as a result of sugar confectionery facing intense competition from chocolate confectionery as well as media coverage about the increased number of diabetic children in Turkey. As education increases among parents, they are expected to limit their children’s consumption of sugarised confectionery and buy less sugar confectionery for their children over the forecast period.

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Overview

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

The Confectionery 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 Confectionery in Turkey?
  • What are the major brands in Turkey?
  • With economic recovery far from guaranteed, are consumers cutting back on impulse and indulgence food items like confectionery?
  • How are manufacturers addressing consumer concerns over health and obesity?
  • What does the future hold for ethically sourced products?

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

Confectionery in Turkey - Category Analysis

CHOCOLATE CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 1 Sales of Chocolate Confectionery by Category: Volume 2010-2015
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2010-2015
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2010-2015
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2010-2015
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2010-2015
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2011-2015
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2012-2015
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2010-2015
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2015-2020
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2015-2020
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2015-2020
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2015-2020
  • Summary 1 Other Chocolate Confectionery: Product Types

GUM

Headlines

Trends

Competition Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2010-2015
  • Table 14 Sales of Gum by Category: Value 2010-2015
  • Table 15 Sales of Gum by Category: % Volume Growth 2010-2015
  • Table 16 Sales of Gum by Category: % Value Growth 2010-2015
  • Table 17 Sales of Gum by Flavour: Rankings 2010-2015
  • Table 18 NBO Company Shares of Gum: % Value 2011-2015
  • Table 19 LBN Brand Shares of Gum: % Value 2012-2015
  • Table 20 Distribution of Gum by Format: % Value 2010-2015
  • Table 21 Forecast Sales of Gum by Category: Volume 2015-2020
  • Table 22 Forecast Sales of Gum by Category: Value 2015-2020
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2015-2020
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2015-2020

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Sugar Confectionery by Category: Volume 2010-2015
  • Table 26 Sales of Sugar Confectionery by Category: Value 2010-2015
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2010-2015
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2010-2015
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2010-2015
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2011-2015
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2012-2015
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2010-2015
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2015-2020
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2015-2020
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2015-2020
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2015-2020
  • Summary 2 Other Sugar Confectionery: Product Types

Confectionery in Turkey - Company Profiles

BIM Birlesik Magazacilik AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 BIM Birlesik Magazacilik AS: Key Facts
  • Summary 4 BIM Birlesik Magazacilik AS: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 5 BIM Birlesik Magazacilik AS: Competitive Position 2015

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Eti Gida Sanayii ve Tic AS: Key Facts
  • Summary 7 Eti Gida Sanayii ve Tic AS: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 8 Eti Gida Sanayii ve Tic AS: Competitive Position 2015

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Solen Cikolata Gida San Ve Tic AS: Key Facts

COMPETITIVE POSITIONING

  • Summary 10 Solen Cikolata Gida San Ve Tic AS: Competitive Position 2015

Unilever Türk San ve Tic AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Unilever Türk San ve Tic AS: Key Facts

COMPETITIVE POSITIONING

  • Summary 12 Unilever Türk San ve Tic AS: Competitive Position 2015

Yildiz Holding AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Yildiz Holding AS: Key Facts

COMPETITIVE POSITIONING

  • Summary 14 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 37 Foodservice Sales of Packaged Food by Category: Volume 2010-2015
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2015-2020
  • Table 40 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2015-2020

MARKET DATA

  • Table 41 Sales of Packaged Food by Category: Volume 2010-2015
  • Table 42 Sales of Packaged Food by Category: Value 2010-2015
  • Table 43 Sales of Packaged Food by Category: % Volume Growth 2010-2015
  • Table 44 Sales of Packaged Food by Category: % Value Growth 2010-2015
  • Table 45 GBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 46 NBO Company Shares of Packaged Food: % Value 2011-2015
  • Table 47 LBN Brand Shares of Packaged Food: % Value 2012-2015
  • Table 48 Penetration of Private Label by Category: % Value 2010-2015
  • Table 49 Distribution of Packaged Food by Format: % Value 2010-2015
  • Table 50 Distribution of Packaged Food by Format and Category: % Value 2015
  • Table 51 Forecast Sales of Packaged Food by Category: Volume 2015-2020
  • Table 52 Forecast Sales of Packaged Food by Category: Value 2015-2020
  • Table 53 Forecast Sales of Packaged Food by Category: % Volume Growth 2015-2020
  • Table 54 Forecast Sales of Packaged Food by Category: % Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 15 Research Sources

Segmentation

This market research report includes the following:

  • Packaged Food
    • Confectionery
      • Chocolate Confectionery
        • Bagged Selflines/Softlines
        • Boxed Assortments
          • Standard Boxed Assortments
          • Twist Wrapped Miniatures
        • Chocolate with Toys
        • Countlines
        • Seasonal Chocolate
        • Tablets
        • Other Chocolate Confectionery
      • Gum
        • Bubble Gum
        • Chewing Gum
      • Sugar Confectionery
        • Boiled Sweets
        • Liquorice
        • Lollipops
        • Medicated Confectionery
        • Mints
          • Power Mints
          • Standard Mints
        • Pastilles, Gums, Jellies and Chews
        • Toffees, Caramels and Nougat
        • Other Sugar Confectionery

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
  • Analysis by Flavour
  • Analysis by Type
  • 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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