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Country Report

Turkey Flag Confectionery in Turkey

| Pages: 80

Price: US$1,900

About this Report

Executive Summary

Chocolate Confectionery

TRENDS

  • In 2014, chocolate confectionery posted double-digit current value growth, a performance in line with the previous year. Growth in 2014, however, was marginally higher than the 14% CAGR of the review period. This can be mainly attributed to improved economic conditions in the country in comparison with the early part of the review period. Additionally, the launch of new and more sophisticated products also helped the category to grow. One example of these new products is Milka Oreo, a tablet featuring Oreo biscuits, launched by Kent Gida San ve Tic AS (the NBO of Mondelez International Inc products) in 2014.

COMPETITIVE LANDSCAPE

  • In 2014, Yildiz Holding continued to lead chocolate confectionery with its Ülker brand. Yildiz Holding is the most established company in chocolate confectionery, has the widest distribution network and has a huge budget for new product development and advertising. Nonetheless, the company’s share fell from 54% in 2009 to 39% in 2014 due to greater competition from its rivals.

PROSPECTS

  • Over the forecast period chocolate confectionery is expected to register a value CAGR of 8% at constant 2014 prices compared with a 6% CAGR over the review period. Stronger growth in the category is expected to stem from improved economic conditions in the country and increased marketing activities. Companies are expected to increase their budgets for advertising and promotional activities. They will likely also increase the number of new product developments in an effort to gain share. New products in the marketplace are expected to be more sophisticated, with novel formats and better-quality ingredients, for example a higher pistachio/hazelnut or cocoa content. Additionally, the switch from sugar confectionery to chocolate confectionery will be another significant contributor to growth.

Gum

TRENDS

  • In 2014, gum registered positive current value growth, stimulated by the launch of new products and subsequent advertising support. One example of a new product development was Vivident Strawberry & Mandarin, launched by Perfetti Van Melle in 2013. Gum registered only marginally slower value growth in 2014 compared to the review period CAGR.

COMPETITIVE LANDSCAPE

  • Kent Gida San ve Tic AS remained the leading gum manufacturer in 2014, with its flagship brands First and Falim ranking among the top three gums in Turkey since the beginning of the review period. The company’s proactive attitude towards demand from the young population of the country for innovative products has secured its leading position in the category. Young and urban consumers are increasingly opting for more sophisticated products with different flavours and attractive packaging and the company is responding well to this demand by investing substantially in flavour diversification and packaging development. Kent Gida’s most established brand is Falim, a sugar-free gum brand. In 2013 and 2014, the company advertised its Falim brand heavily on television, using a jingle saying “One Falim every day makes my day stress-free”, with the people in the advertisements better coping with stressful situations once they start chewing Falim gum. Falim was already a popular brand in the country but this advertising campaign served to strengthen its position. The company was also active in investing in its First brand. It launched the First Sensations City products in sugar free gum in December 2012, targeted at young people, featuring brightly coloured envelope-shaped packaging with the word “City” written in big letters.

PROSPECTS

  • Gum is predicted a value CAGR of 2% at constant 2014 prices over the forecast period, which will be a stronger performance than the marginal CAGR of the review period. This favourable performance will be a result of the increased share of sugar free gum, meaning less of an impact on the wider category from the poor performance of bubble gum. In addition, developments in terms of new flavours and packaging, together with increased advertising, are expected to stimulate category growth.

Sugar Confectionery

TRENDS

  • In 2014, sugar confectionery posted current value growth of 1% compared with a CAGR of 2% over the review period. The category’s performance was affected by the negative growth of boiled sweets, which accounted for a 28% value share of total sales. Boiled sweets are predominantly consumed during the religious festivals Eid and Ramadan, with people purchasing them as gifts, but also by children throughout the year. However, chocolate confectionery has become a significant competitor to boiled sweets as consumers see products like boxed assortments as a more sophisticated gift. Additionally, children are also opting for chocolate confectionery over boiled sweets.

COMPETITIVE LANDSCAPE

  • In 2014, Kent Gida San ve Tic AS led sugar confectionery with a 27% value share. The company’s brands, in particular 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 Olips and Kent Missbon brands, in which it invests heavily through extensive advertising support.

PROSPECTS

  • Over the forecast period sugar confectionery is predicted a value CAGR decline of 4% at constant 2014 prices. This will be a result of sugar confectionery facing intense competition from chocolate confectionery. Nonetheless, this value decline will be weaker than the review period CAGR decline of 5%. New product launches are expected to be the reason behind the slower decline.

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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 2009-2014
  • Table 2 Sales of Chocolate Confectionery by Category: Value 2009-2014
  • Table 3 Sales of Chocolate Confectionery by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Chocolate Confectionery by Category: % Value Growth 2009-2014
  • Table 5 Sales of Chocolate Tablets by Type: % Value Breakdown 2009-2014
  • Table 6 NBO Company Shares of Chocolate Confectionery: % Value 2010-2014
  • Table 7 LBN Brand Shares of Chocolate Confectionery: % Value 2011-2014
  • Table 8 Distribution of Chocolate Confectionery by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Chocolate Confectionery by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Chocolate Confectionery by Category: Value 2014-2019
  • Table 11 Forecast Sales of Chocolate Confectionery by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Chocolate Confectionery by Category: % Value Growth 2014-2019
  • Summary 1 Other Chocolate Confectionery: Product Types

GUM

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 13 Sales of Gum by Category: Volume 2009-2014
  • Table 14 Sales of Gum by Category: Value 2009-2014
  • Table 15 Sales of Gum by Category: % Volume Growth 2009-2014
  • Table 16 Sales of Gum by Category: % Value Growth 2009-2014
  • Table 17 Sales of Gum by Flavour: Rankings 2009-2014
  • Table 18 NBO Company Shares of Gum: % Value 2010-2014
  • Table 19 LBN Brand Shares of Gum: % Value 2011-2014
  • Table 20 Distribution of Gum by Format: % Value 2009-2014
  • Table 21 Forecast Sales of Gum by Category: Volume 2014-2019
  • Table 22 Forecast Sales of Gum by Category: Value 2014-2019
  • Table 23 Forecast Sales of Gum by Category: % Volume Growth 2014-2019
  • Table 24 Forecast Sales of Gum by Category: % Value Growth 2014-2019

SUGAR CONFECTIONERY

Headlines

Trends

Competitive Landscape

Prospects

Category Data

  • Table 25 Sales of Sugar Confectionery by Category: Volume 2009-2014
  • Table 26 Sales of Sugar Confectionery by Category: Value 2009-2014
  • Table 27 Sales of Sugar Confectionery by Category: % Volume Growth 2009-2014
  • Table 28 Sales of Sugar Confectionery by Category: % Value Growth 2009-2014
  • Table 29 Sales of Pastilles, Gums, Jellies and Chews by Type: % Value Breakdown 2009-2014
  • Table 30 NBO Company Shares of Sugar Confectionery: % Value 2010-2014
  • Table 31 LBN Brand Shares of Sugar Confectionery: % Value 2011-2014
  • Table 32 Distribution of Sugar Confectionery by Format: % Value 2009-2014
  • Table 33 Forecast Sales of Sugar Confectionery by Category: Volume 2014-2019
  • Table 34 Forecast Sales of Sugar Confectionery by Category: Value 2014-2019
  • Table 35 Forecast Sales of Sugar Confectionery by Category: % Volume Growth 2014-2019
  • Table 36 Forecast Sales of Sugar Confectionery by Category: % Value Growth 2014-2019
  • Summary 2 Other Sugar Confectionery: Product Types

Confectionery in Turkey - Company Profiles

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 3 Eti Gida San ve Tic AS: Key Facts
  • Summary 4 Eti Gida San ve Tic AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 5 Eti Gida San Ve Tic As: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 6 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 7 Solen Cikolata Gida San Ve Tic AS: Key Facts
  • Summary 8 Solen Cikolata Gida San Ve Tic AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 9 Solen Cikolata Gida San Ve Tic AS: Competitive Position 2014

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 10 Unilever Türk San ve Tic AS : Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Unilever Türk San ve Tic AS : Competitive Position 2014

Yildiz Holding AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Yildiz Holding AS: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 13 Yildiz Holding AS: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 14 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 37 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 38 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 39 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 40 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 41 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 42 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 43 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 44 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 45 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 46 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 47 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 48 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 49 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 50 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 51 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 52 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 53 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 54 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 55 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 56 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 57 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 59 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 60 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 61 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 62 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 63 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 64 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 65 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 66 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 67 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 68 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 69 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 70 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 71 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 72 Sales of Packaged Food by Category: Value 2009-2014
  • Table 73 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 74 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 75 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 76 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 77 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 78 Penetration of Private Label by Category: % Value 2009-2014
  • Table 79 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 80 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 81 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 82 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 83 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 84 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

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 Free Gum
          • Sugarised 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
  • Pricing
  • Analysis by Flavour
  • Analysis by Type
  • 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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