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Country Report

Turkey Flag Spreads in Turkey

| Pages: 67

Price: US$1,000

About this Report

Executive Summary

TRENDS

  • In 2014 spreads registers a higher current value growth when compared with the review period CAGR of 8%. The dynamism of the category stems mainly from increasing consumer confidence in established packaged honey producers after the news spread about fake honey. After the revelation of 34 products by 17 companies as being fake by The Ministry of Livestock and Agriculture, the consumer confidence in honey products diminished. Nevertheless, successful marketing activities and new product developments of established brands have been increasing the consumer confidence in established brands which positively affected the category in 2014. Additionally, increasing demand for chocolate spreads, especially among children and the younger population, also positively affected the growth of spreads in 2014.

COMPETITIVE LANDSCAPE

  • Altiparmak Pazarlama Koll Sti continued to lead spreads with a value share of 22%. The company also registered the highest share increase in 2014 due to its successful marketing activities and new product launches. The company has been very active in terms of increasing the diminished consumer trust in honey by successful advertisements. Additionally, Altiparmak strongly benefited from the fake honey issue and the exit of some small honey producers from the market after the government’s “outing” of fake honey producers. As a leading producer with high consumer trust, Altiparmak utilised the fake honey issue by publishing leaflets stating that its honey products are of the best quality and are genuine. Furthermore, Altiparmak advertised its Balparmak products heavily in the press and in television. The company targets increasing per capita consumption of honey in Turkey by new product developments such as the Honeybana brand for children and Balparmak Yoresel Ballar that targets consumers who seek to taste honey produced from different regions of Turkey.

PROSPECTS

  • Over the forecast period, spreads is expected to register a 4% value CAGR at constant 2014 prices, which is higher than the review period CAGR of 0%. As a result of improved economic conditions, higher disposable income rates, and increasing health awareness, Turkish customers’ preference will shift to higher-quality and healthier products. Companies will try to cater to these preferences by increasing their product scale and by producing healthier products with improved packaging. As the main consumers of spreads, Turkey’s large child and teenage population will also support sales of these products over the forecast period.

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Overview

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

The Spreads 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 Spreads in Turkey?
  • What are the major brands in Turkey?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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

Spreads in Turkey - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 1 Sales of Spreads by Category: Volume 2009-2014
  • Table 2 Sales of Spreads by Category: Value 2009-2014
  • Table 3 Sales of Spreads by Category: % Volume Growth 2009-2014
  • Table 4 Sales of Spreads by Category: % Value Growth 2009-2014
  • Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2009-2014
  • Table 6 NBO Company Shares of Spreads: % Value 2010-2014
  • Table 7 LBN Brand Shares of Spreads: % Value 2011-2014
  • Table 8 Distribution of Spreads by Format: % Value 2009-2014
  • Table 9 Forecast Sales of Spreads by Category: Volume 2014-2019
  • Table 10 Forecast Sales of Spreads by Category: Value 2014-2019
  • Table 11 Forecast Sales of Spreads by Category: % Volume Growth 2014-2019
  • Table 12 Forecast Sales of Spreads by Category: % Value Growth 2014-2019

Spreads in Turkey - Company Profiles

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 1 Eti Gida San ve Tic AS: Key Facts
  • Summary 2 Eti Gida San ve Tic AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 3 Eti Gida San Ve Tic As: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 4 Eti Gida San Ve Tic As: Competitive Position 2014

Migros Tic AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 Migros Tic AS: Key Facts
  • Summary 6 Migros Tic AS: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 7 Migros Tic AS: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 8 Migros Tic AS: Competitive Position 2014

Penguen Gida Sanayii AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Penguen Gida Sanayii AS: Key Facts
  • Summary 10 Penguen Gida Sanayii AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

  • Summary 11 Penguen Gida Sanayii AS: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 12 Penguen Gida Sanayii AS: Competitive Position 2014

Yildiz Holding AS in Packaged Food (Turkey)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Yildiz Holding AS: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 14 Yildiz Holding AS: Production Statistics 2014

COMPETITIVE POSITIONING

  • Summary 15 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 13 Foodservice Sales of Packaged Food by Category: Volume 2009-2014
  • Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2014-2019
  • Table 16 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 17 Sales of Impulse and Indulgence Products by Category: Volume 2009-2014
  • Table 18 Sales of Impulse and Indulgence Products by Category: Value 2009-2014
  • Table 19 Sales of Impulse and Indulgence Products by Category: % Volume Growth 2009-2014
  • Table 20 Sales of Impulse and Indulgence Products by Category: % Value Growth 2009-2014
  • Table 21 NBO Company Shares of Impulse and Indulgence Products: % Value 2010-2014
  • Table 22 LBN Brand Shares of Impulse and Indulgence Products: % Value 2011-2014
  • Table 23 Forecast Sales of Impulse and Indulgence Products by Category: Volume 2014-2019
  • Table 24 Forecast Sales of Impulse and Indulgence Products by Category: Value 2014-2019
  • Table 25 Forecast Sales of Impulse and Indulgence Products by Category: % Volume Growth 2014-2019
  • Table 26 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 27 Sales of Meal Solutions by Category: Volume 2009-2014
  • Table 28 Sales of Meal Solutions by Category: Value 2009-2014
  • Table 29 Sales of Meal Solutions by Category: % Volume Growth 2009-2014
  • Table 30 Sales of Meal Solutions by Category: % Value Growth 2009-2014
  • Table 31 NBO Company Shares of Meal Solutions: % Value 2010-2014
  • Table 32 LBN Brand Shares of Meal Solutions: % Value 2011-2014
  • Table 33 Forecast Sales of Meal Solutions by Category: Volume 2014-2019
  • Table 34 Forecast Sales of Meal Solutions by Category: Value 2014-2019
  • Table 35 Forecast Sales of Meal Solutions by Category: % Volume Growth 2014-2019
  • Table 36 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 37 Sales of Nutrition/Staples by Category: Volume 2009-2014
  • Table 38 Sales of Nutrition/Staples by Category: Value 2009-2014
  • Table 39 Sales of Nutrition/Staples by Category: % Volume Growth 2009-2014
  • Table 40 Sales of Nutrition/Staples by Category: % Value Growth 2009-2014
  • Table 41 NBO Company Shares of Nutrition/Staples: % Value 2010-2014
  • Table 42 LBN Brand Shares of Nutrition/Staples: % Value 2011-2014
  • Table 43 Forecast Sales of Nutrition/Staples by Category: Volume 2014-2019
  • Table 44 Forecast Sales of Nutrition/Staples by Category: Value 2014-2019
  • Table 45 Forecast Sales of Nutrition/Staples by Category: % Volume Growth 2014-2019
  • Table 46 Forecast Sales of Nutrition/Staples by Category: % Value Growth 2014-2019

MARKET DATA

  • Table 47 Sales of Packaged Food by Category: Volume 2009-2014
  • Table 48 Sales of Packaged Food by Category: Value 2009-2014
  • Table 49 Sales of Packaged Food by Category: % Volume Growth 2009-2014
  • Table 50 Sales of Packaged Food by Category: % Value Growth 2009-2014
  • Table 51 GBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 52 NBO Company Shares of Packaged Food: % Value 2010-2014
  • Table 53 LBN Brand Shares of Packaged Food: % Value 2011-2014
  • Table 54 Penetration of Private Label by Category: % Value 2009-2014
  • Table 55 Distribution of Packaged Food by Format: % Value 2009-2014
  • Table 56 Distribution of Packaged Food by Format and Category: % Value 2014
  • Table 57 Forecast Sales of Packaged Food by Category: Volume 2014-2019
  • Table 58 Forecast Sales of Packaged Food by Category: Value 2014-2019
  • Table 59 Forecast Sales of Packaged Food by Category: % Volume Growth 2014-2019
  • Table 60 Forecast Sales of Packaged Food by Category: % Value Growth 2014-2019

DEFINITIONS

SOURCES

  • Summary 16 Research Sources

Segmentation

This market research report includes the following:

  • Spreads
    • Chocolate Spreads
    • Honey
    • Jams and Preserves
    • Nut and Seed Based Spreads
    • Yeast-based Spreads

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
  • 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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