- The year 2013 is expected to be a good one for chocolate confectionery as it continues to register double-digit retail value growth. New product launches across several categories, notably countlines, tablets and other chocolate confectionery and the continuing switch from sugar confectionery to chocolate confectionery, are expected to be the main drivers of growth.
- Yildiz Holding was the leading company within chocolate confectionery in 2012 and is set to remain so in 2013, thanks to its Ülker brand, which is the most well-established brand in chocolate confectionery with the best distribution network and strong advertising investment. However, the company’s retail value share declined over the review period, from 53% in 2008 to an anticipated 37% in 2013.
- Over the forecast period, chocolate confectionery is predicted to register a constant value CAGR of 6%. Manufacturers are expected to widen their product ranges and increase their advertising and marketing activities to stimulate sales. They are also expected to launch more sophisticated products with novel formats and better-quality ingredients, for example with a higher pistachios/hazelnut or cocoa content.
- Retail value growth of gum is slightly slower in 2013 in comparison to the review period. However, gum is growing faster in 2013 than it did in 2012, due to the faster economic growth in 2013 as well as significant innovations from leading companies and new product launches, which revitalized the category.
- In 2013, Dogus Yiyecek ve Içecek Üretim San Tic AS leads gum retail value sales. The company’s flagship brands, First and Falim have ranked among the top three gums in Turkey since the beginning of the review period. The company’s success stems from its proactive attitude towards demand from the young population of the country for innovative products. Young and urban consumers are increasingly opting for more sophisticated products with different flavours and attractive packaging and the company responds well to this demand by investing substantially in flavour diversification and packaging developments.
- Gum is expected to register a 5% constant value CAGR over the forecast period. This strong performance is mainly due to the pace in the innovations in the category, both in terms of flavour and packaging.
- Sugar confectionery is set to register a slight decline in retail value terms in 2013 as a result of the changing preferences of children and their increasing demand for chocolate confectionery, which is gradually replacing sugar confectionery in Turkey. Sugar confectionery is child-driven and the bulk of sales are made during religious festivals. Industry estimates suggest that 53% of hard boiled sweet sales are made during the Ramadan festival alone. Manufacturers advertise their products heavily during this period, mainly targeting children and teenagers.
- Dogus Yiyecek ve Içecek Üretim San Tic leads sales with a 24% retail value share in 2013. The brands of the company, particularly Missbon, Olips and Jelibon are very well established and is synonymous with sugar confectionery for the majority of Turkish consumers. It maintained 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.
- Sugar confectionery is expected to hover around its 2013 level of value sales in constant terms over the forecast period. Positive growth is rather unlikely, given the continuing trading up from sugar to chocolate confectionery, which directly competes with sugar confectionery. Strong negative growth is also not very likely, given the continuous launches within other sugar confectionery and pastilles, gums, jellies and chews, which drive the trend within overall sugar confectionery.
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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.
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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?
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This industry report originates from Passport, our Packaged Food market research database.
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