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Country Report

Turkey Flag Pet Care in Turkey

| Pages: 57

Price: US$1,900

About this Report

EXECUTIVE SUMMARY

Pet care industry continues to record positive growth

During 2013, Turkey’s pet care industry registered healthy value and volume growth due to rising pet ownership, rising urbanisation and a higher number of single-person households, which means that pets are increasingly being kept as companions. In addition, improved economic conditions are leading pet owners to switch from feeding their pets with food scraps to using prepared pet food, while many people are purchasing higher-quality pet food and pet products. There is a major pet humanisation trend underway in Turkey, which goes hand-in-hand with the better treatment of dogs and cats. This also includes spending more on dog and cat food. However, the declines recorded in both bird and fish food continued to have a negative effect on growth in pet care in 2013.

Pet care industry attracts new investment

Aller Petfood, the leading producer of private label pet food, recently acquired Turkish pet food company Petfood Sanayi Tic Ltd Sti in order to serve several countries across the Middle East and North Africa. Istanbul-based wholesale company DBM assumed responsibility for the distribution of Procter & Gamble’s pet food brands Iams and Eukanuba in Turkey as of November 2013. In December 2012, The European Bank for Reconstruction and Development (EBRD) extended €4 million in credit to Tropikal Bahce ve Evcil Hayvan Urunleri AS for research and development activities related to its Goody and Champion pet food brands.

Local pet care companies are expanding

Although multinational companies remained the leading players in premium dog and cat food at the end of the review period, local companies continue to dominate sales of economy and mid-priced dog and cat food. The top four local companies in the pet food industry in 2014 were Tropikal Bahce ve Evcil Hayvan Urunleri AS, Sadanlar Pet Dis Tic Ltd Sti, Cagatay Yem ve Gida San AS and Lider Evcil Hayvan Beslenme Urunleri San ve Tic Ltd Sti, each of which offers their own locally manufactured products as well as some imported products under multinational brands. Tropikal Bahce ve Evcil Hayvan Urunleri AS gained huge traction in the industry in 2012 on the basis of its investment in the manufacture of mid-priced products, while Lider Evcil Hayvan Beslenme Urunleri San ve Tic Ltd Sti improved its performance in economy dog and cat food during 2013.

Internet retailing remains a very promising retail distribution channel for pet care

The most dynamic retail distribution channel for pet care over the review period was internet retailing thanks to increased internet access in Turkey and the rising number of websites in the country which offer pet care products at favourable prices. Internet retailing appeals to pet owners as it offers convenience in terms of delivery as well as access to a very wide range of products. Pet owners can also compare the range and prices of different products and read the comments of other pet owners online. There are pet care specialist websites such as adresemama.com as well as online stores which offer wide ranges of products along with pet food and pet products. These include hepsiburada.com and the internet retailing websites of manufacturers such as temizmama.com. However, the rapid growth being recorded in online sales of pet care is expected to slow down slightly during the forecast period as Turkey’s internet retailers are selling many products at huge discounts, which has led to their profit margins falling far below expectations.

Pet care expected to record positive growth over the forecast period

Over the forecast period, pet care in Turkey is predicted to demonstrate healthy value growth despite the anticipated economic recession in Turkey. Pet care is one of the few consumer goods industries which is likely to be unaffected by the economic recession in Turkey as consumers are still willing to treat their pets with special care. However, value growth in pet care is expected to be driven mainly by growth in demand for economy priced products as the majority of Turkish pet owners are only able to afford economy products and the quality of these products is expected to increase further during the forecast period. Moreover, the falling exchange value of the Turkish lira against the euro is making imported products more expensive and this is expected to increase unit prices further, leading to higher value than volume growth in pet care over the forecast period.

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Overview

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

When you purchase this report, you also get the data and the content from these category reports in Turkey for free:

The Pet Care 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 Pet Care in Turkey?
  • What are the major brands in Turkey?
  • How did the downturn affect pet care spending?
  • Which is the best-performing category within pet care?
  • Which is the fastest-growing pet food manufacturer?
  • How have pet specialists fared in recent years?
  • What are growth prospects for pet care in the next 5 years?

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 Pet Care market research database.

Table of Contents

Pet Care in Turkey - Industry Overview

EXECUTIVE SUMMARY

Pet care industry continues to record positive growth

Pet care industry attracts new investment

Local pet care companies are expanding

Internet retailing remains a very promising retail distribution channel for pet care

Pet care expected to record positive growth over the forecast period

KEY TRENDS AND DEVELOPMENTS

Demographic Factors Impact Pet Care

Pet food moves towards superior packaging

Pet obesity is on the rise

MARKET INDICATORS

  • Table 1 Pet Populations 2009-2014

MARKET DATA

  • Table 2 Sales of Pet Food by Category: Volume 2009-2014
  • Table 3 Sales of Pet Care by Category: Value 2009-2014
  • Table 4 Sales of Pet Food by Category: % Volume Growth 2009-2014
  • Table 5 Sales of Pet Care by Category: % Value Growth 2009-2014
  • Table 6 NBO Company Shares of Pet Food: % Value 2009-2013
  • Table 7 LBN Brand Shares of Pet Food: % Value 2010-2013
  • Table 8 NBO Company Shares of Dog and Cat Food: % Value 2009-2013
  • Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2010-2013
  • Table 10 Penetration of Private Label in Pet Care by Category: % Value 2009-2013
  • Table 11 Distribution of Pet Care by Format: % Value 2009-2014
  • Table 12 Distribution of Pet Care by Format and Category: % Value 2014
  • Table 13 Distribution of Dog and Cat Food by Format: % Value 2009-2014
  • Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2014
  • Table 15 Forecast Sales of Pet Food by Category: Volume 2014-2019
  • Table 16 Forecast Sales of Pet Care by Category: Value 2014-2019
  • Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2014-2019
  • Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Pet Care in Turkey - Company Profiles

Lider Evcil Hayvan Beslenme Ürünleri San ve Tic Ltd Sti in Pet Care (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Lider Evcil Hayvan Beslenme Urunleri San ve Tic Ltd Sti: Key Facts
  • Summary 3 Lider Evcil Hayvan Beslenme Urunleri San ve Tic Ltd Sti: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Lider Evcil Hayvan Beslenme Urunleri San ve Tic Ltd Sti: Competitive Position 2013

Sadanlar Pet Dis Tic Ltd Sti in Pet Care (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Sadanlar Pet Dis Tic Ltd Sti: Key Facts
  • Summary 6 Sadanlar Pet Dis Tic Ltd Sti: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

  • Summary 7 Sadanlar Pet Dis Tic Ltd Sti: Competitive Position 2013

Tropikal Bahçe ve Evcil Hayvan Ürünleri AS in Pet Care (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Tropikal Bahce ve Evcil Hayvan Urunleri AS: Key Facts
  • Summary 9 Tropikal Bahce ve Evcil Hayvan Urunleri AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 10 Tropikal Bahce ve Evcil Hayvan Urunleri AS: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 11 Tropikal Bahce ve Evcil Hayvan Urunleri AS: Competitive Position 2013

Cat Food in Turkey - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 19 Cat Owning Households: % Analysis 2009-2014
  • Table 20 Cat Population 2009-2014
  • Table 21 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Table 22 Sales of Cat Food by Category: Volume 2009-2014
  • Table 23 Sales of Cat Food by Category: Value 2009-2014
  • Table 24 Sales of Cat Food by Category: % Volume Growth 2009-2014
  • Table 25 Sales of Cat Food by Category: % Value Growth 2009-2014
  • Table 26 Sales of Premium Cat Food by Category: Value 2009-2014
  • Table 27 NBO Company Shares of Cat Food: % Value 2009-2013
  • Table 28 LBN Brand Shares of Cat Food: % Value 2010-2013
  • Table 29 LBN Brand Shares of Cat Treats: % Value 2010-2013
  • Table 30 Forecast Sales of Cat Food by Category: Volume 2014-2019
  • Table 31 Forecast Sales of Cat Food by Category: Value 2014-2019
  • Table 32 Forecast Sales of Cat Food by Category: % Volume Growth 2014-2019
  • Table 33 Forecast Sales of Cat Food by Category: % Value Growth 2014-2019
  • Summary 12 Cat Food by Price Band 2014

Dog Food in Turkey - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 34 Dog Owning Households: % Analysis 2009-2014
  • Table 35 Dog Population 2009-2014
  • Table 36 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2009-2014

CATEGORY DATA

  • Table 37 Sales of Dog Food by Category: Volume 2009-2014
  • Table 38 Sales of Dog Food by Category: Value 2009-2014
  • Table 39 Sales of Dog Food by Category: % Volume Growth 2009-2014
  • Table 40 Sales of Dog Food by Category: % Value Growth 2009-2014
  • Table 41 Sales of Premium Dog Food by Category: Value 2009-2014
  • Table 42 NBO Company Shares of Dog Food: % Value 2009-2013
  • Table 43 LBN Brand Shares of Dog Food: % Value 2010-2013
  • Table 44 LBN Brand Shares of Dog Treats: % Value 2010-2013
  • Table 45 Forecast Sales of Dog Food by Category: Volume 2014-2019
  • Table 46 Forecast Sales of Dog Food by Category: Value 2014-2019
  • Table 47 Forecast Sales of Dog Food by Category: % Volume Growth 2014-2019
  • Table 48 Forecast Sales of Dog Food by Category: % Value Growth 2014-2019
  • Summary 13 Dog Food by Price Band 2014

Other Pet Food in Turkey - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY INDICATORS

  • Table 49 Other Pet Population 2009-2014

CATEGORY DATA

  • Table 50 Sales of Other Pet Food by Category: Volume 2009-2014
  • Table 51 Sales of Other Pet Food by Category: Value 2009-2014
  • Table 52 Sales of Other Pet Food by Category: % Volume Growth 2009-2014
  • Table 53 Sales of Other Pet Food by Category: % Value Growth 2009-2014
  • Table 54 LBN Brand Shares of Bird Food: % Value 2010-2013
  • Table 55 LBN Brand Shares of Fish Food: % Value 2010-2013
  • Table 56 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2010-2013
  • Table 57 Forecast Sales of Other Pet Food by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Other Pet Food by Category: Value 2014-2019
  • Table 59 Forecast Sales of Other Pet Food by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Other Pet Food by Category: % Value Growth 2014-2019

Pet Products in Turkey - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 61 Sales of Pet Products by Category: Value 2009-2014
  • Table 62 Sales of Pet Products by Category: % Value Growth 2009-2014
  • Table 63 Sales of Pet Healthcare by Type: % Value Breakdown 2009-2014
  • Table 64 Forecast Sales of Pet Products by Category: Value 2014-2019
  • Table 65 Forecast Sales of Pet Products by Category: % Value Growth 2014-2019
  • Summary 14 Other Pet Products by Type

Segmentation

This market research report includes the following:

  • Pet Care
    • Pet Food
      • Dog and Cat Food
        • Cat Food
          • Cat Treats and Mixers
            • Cat Mixers
            • Cat Treats
          • Dry Cat Food
            • Economy Dry Cat Food
            • Mid-Priced Dry Cat Food
            • Premium Dry Cat Food
            • Wet Cat Food
              • Economy Wet Cat Food
              • Mid-Priced Wet Cat Food
              • Premium Wet Cat Food
            • Dog Food
              • Dog Treats and Mixers
                • Dog Mixers
                • Dog Treats
              • Dry Dog Food
                • Economy Dry Dog Food
                • Mid-Priced Dry Dog Food
                • Premium Dry Dog Food
                • Wet Dog Food
                  • Economy Wet Dog Food
                  • Mid-Priced Wet Dog Food
                  • Premium Wet Dog Food
              • Dog and Cat Food by Price Platform and Type
                • Dog and Cat Food by Price Platform (Excl Treats and Mixers)
                  • Economy Dog and Cat Food
                    • Economy Dry Cat Food
                    • Economy Dry Dog Food
                    • Economy Wet Cat Food
                    • Economy Wet Dog Food
                  • Mid-Priced Dog and Cat Food
                    • Mid-Priced Dry Cat Food
                    • Mid-Priced Dry Dog Food
                    • Mid-Priced Wet Cat Food
                    • Mid-Priced Wet Dog Food
                  • Premium Dog and Cat Food
                    • Premium Dry Cat Food
                      • Premium Dry Dog Food
                        • Premium Wet Cat Food
                          • Premium Wet Dog Food
                        • Dog and Cat Food by Price Platform (incl Treats and Mixers)
                          • Cat Food by Price Platform
                            • Cat Treats and Mixers
                              • Cat Mixers
                              • Cat Treats
                            • Economy Cat Food
                              • Economy Dry Cat Food
                              • Economy Wet Cat Food
                            • Mid-Priced Cat Food
                              • Mid-Priced Dry Cat Food
                              • Mid-Priced Wet Cat Food
                            • Premium Cat Food
                              • Premium Dry Cat Food
                                • Premium Wet Cat Food
                              • Dog Food by Price Platform
                                • Dog Treats and Mixers
                                  • Dog Mixers
                                  • Dog Treats
                                • Economy Dog Food
                                  • Economy Dry Dog Food
                                  • Economy Wet Dog Food
                                • Mid-Priced Dog Food
                                  • Mid-Priced Dry Dog Food
                                  • Mid-Priced Wet Dog Food
                                • Premium Dog Food
                                  • Premium Dry Dog Food
                                    • Premium Wet Dog Food
                                • Dog and Cat Food by Type (Excl Treats and Mixers)
                                  • Dry Dog and Cat Food
                                    • Dry Cat Food
                                      • Economy Dry Cat Food
                                      • Mid-Priced Dry Cat Food
                                      • Premium Dry Cat Food
                                      • Dry Dog Food
                                        • Economy Dry Dog Food
                                        • Mid-Priced Dry Dog Food
                                        • Premium Dry Dog Food
                                      • Wet Dog and Cat Food
                                        • Wet Cat Food
                                          • Economy Wet Cat Food
                                          • Mid-Priced Wet Cat Food
                                          • Premium Wet Cat Food
                                          • Wet Dog Food
                                            • Economy Wet Dog Food
                                            • Mid-Priced Wet Dog Food
                                            • Premium Wet Dog Food
                                      • Other Pet Food
                                        • Bird Food
                                        • Fish Food
                                        • Small Mammal/Reptile Food
                                    • Pet Products
                                      • Cat Litter
                                      • Pet Healthcare
                                      • Pet Dietary Supplements
                                      • Other Pet Products

                                  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
                                  • Number of Vets
                                  • Pet Ownership
                                  • Pet Population
                                  • Prepared Gap
                                  • Product by Life-Cycle
                                  • Products by Ingredient
                                  • Veterinary Clinics for Pets
                                  • Other Pet Products by Type

                                  Market size details:

                                  • Retail volume
                                  • Retail volume % growth
                                  • Retail 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

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