In 2018, bread was the dominant category within overall baked goods in both current value and volume terms. Since unpackaged bread accounted for most volume sales of bread, its decline in 2018 had an important effect on the performance of overall baked goods.
Pastries and cakes which are made at home pose major competition to retail sales of these products. There is a strong tradition of home-baking in the country, which is an important obstacle to the growth of packaged cakes and pastries.
In 2018, baked goods saw current value growth due to rising unit prices. This was mainly because of higher production costs due to the deflation of the Turkish lira, as well as the increasing number of more sophisticated products with higher prices, particularly in packaged bread and cakes.
In 2018, baked goods continued to be heavily dominated by artisanal products, largely due to the popularity of the traditional favourite, freshly-baked unpackaged leavened white bread. Similarly, within pastries, artisanal products account for the dominant share, since many Turkish consumers do not consider packaged products to be as delicious and fresh.
The competitive environment in packaged baked goods is concentrated, with the majority of value share held by a small number of packaged food giants. Eti Gida continued to be the leading player in 2018, thanks to its leading position in packaged cakes with its established brands Eti Pop Kek, Eti Browni and Eti Top Kek, which have high consumer awareness.
The launch of new product developments continues to be the major driver of growth within baked goods. Increased consumer demand for more premium products in terms of ingredients led companies to launch a variety of new products in the last two years of the review period; these focused mainly on more natural and healthy innovations and ingredients.
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This industry report originates from Passport, our Packaged Food market research database.