Sales of baby food are set to see strong value growth in 2021, with this continuing from the previous year. This is mostly a result of high inflation rates, a persistent trend over the review period, while many products are also seeing strong price growth in real terms, notably prepared baby food and follow-on milk formula.
Despite the fact that many consumers are trading up to more expensive products, Turkish consumers face significant economic turmoil in 2021. This has been exacerbated by the onset of the virus, a declining GDP, while currency volatility and recession since 2019 weakened demand and hit consumers, especially the less affluent.
More expensive categories such as prepared baby food are set to experience slower growth in 2021. Prepared baby food is losing out from parents spending more time at home and subsequently having more time to prepare food for their babies.
Historically, modern grocery retailers have been the dominant channels for sales of baby food in Turkey. However, the onset of the pandemic saw distribution share shift in two interesting ways.
Discounters are expected to dedicate more shelf space to baby food. As a result, smaller as well as local baby food brands are set to make an entrance and retail via this channel.
Even if an increase in the exchange rate negatively affects baby food prices over the forecast period, with such increases seen during the review period, companies such as Hero Baby which have moved their production to Turkey and increased their investments in production in the country are set to help keep unit price growth to more manageable levels. Therefore, manageable prices and a greater variety of products are expected to make baby food more affordable for parents, helping to further boost demand for baby food.
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Understand the latest market trends and future growth opportunities for the Baby Food industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Baby Food research and analysis database.
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