Executive Summary

Nov 2018
PROSPECTS
The performance of bread determines the overall performance of baked goods

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.

Home-made cakes and pastries are a barrier to the growth of packaged formats

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.

Manufacturers seek ways to reduce production costs

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.

COMPETITIVE LANDSCAPE
Artisanal has the dominant share in baked goods

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.

Packaged baked goods shares are concentrated amongst a few leading companies

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.

Companies invest in developing new and more premium products

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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Baked Goods in Turkey

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Overview

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

The Baked goods 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 Baked goods in Turkey?
  • What are the major brands in Turkey?
  • How will increasingly volatile wheat commodity prices impact retail prices and sales performance?
  • What are the market opportunities for high fibre products?
  • Are consumers in developing markets moving from unpackaged/artisanal to packaged/industrial offerings?

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.

Baked Goods in Turkey - Category analysis

HEADLINES

PROSPECTS

The performance of bread determines the overall performance of baked goods
Home-made cakes and pastries are a barrier to the growth of packaged formats
Manufacturers seek ways to reduce production costs

COMPETITIVE LANDSCAPE

Artisanal has the dominant share in baked goods
Packaged baked goods shares are concentrated amongst a few leading companies
Companies invest in developing new and more premium products

CATEGORY DATA

Table 1 Sales of Baked Goods by Category: Volume 2013-2018
Table 2 Sales of Baked Goods by Category: Value 2013-2018
Table 3 Sales of Baked Goods by Category: % Volume Growth 2013-2018
Table 4 Sales of Baked Goods by Category: % Value Growth 2013-2018
Table 5 NBO Company Shares of Baked Goods: % Value 2014-2018
Table 6 LBN Brand Shares of Baked Goods: % Value 2015-2018
Table 7 Distribution of Baked Goods by Format: % Value 2013-2018
Table 8 Forecast Sales of Baked Goods by Category: Volume 2018-2023
Table 9 Forecast Sales of Baked Goods by Category: Value 2018-2023
Table 10 Forecast Sales of Baked Goods by Category: % Volume Growth 2018-2023
Table 11 Forecast Sales of Baked Goods by Category: % Value Growth 2018-2023

Packaged Food in Turkey - Industry Overview

EXECUTIVE SUMMARY

Turkish lira devaluation increases pressure on unit prices
Private label gains in popularity
Polarisation of share between established players and private label continues
Modern grocery retailers gaining ground from traditional independent channels
Innovative new product launches are expected to enhance growth

FOODSERVICE

Sales to Foodservice
Recovering tourism boosts foodservice sales
Increasing product diversity enhances growth
Turkish lira devaluation pushes outlets to find cheaper alternatives
Consumer Foodservice
Consumer foodservice records further recovery after political turmoil
Online food ordering continues to fuel growth
Increased product diversity enhances value growth in fast food
Category Data
Table 12 Foodservice Sales of Packaged Food by Category: Volume 2013-2018
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2018-2023
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2018-2023

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2013-2018
Table 17 Sales of Packaged Food by Category: % Volume Growth 2013-2018
Table 18 Sales of Packaged Food by Category: % Value Growth 2013-2018
Table 19 GBO Company Shares of Packaged Food: % Value 2014-2018
Table 20 NBO Company Shares of Packaged Food: % Value 2014-2018
Table 21 LBN Brand Shares of Packaged Food: % Value 2015-2018
Table 22 Penetration of Private Label by Category: % Value 2013-2018
Table 23 Distribution of Packaged Food by Format: % Value 2013-2018
Table 24 Distribution of Packaged Food by Format and Category: % Value 2018
Table 25 Forecast Sales of Packaged Food by Category: Volume 2018-2023
Table 26 Forecast Sales of Packaged Food by Category: Value 2018-2023
Table 27 Forecast Sales of Packaged Food by Category: % Volume Growth 2018-2023
Table 28 Forecast Sales of Packaged Food by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources