Organic cheese recorded dynamic growth in 2019 and this is expected to continue over the forecast period, despite the higher unit price of these products. The health and wellness trend encouraged companies to launch a variety of organic cheese varieties.
Unpackaged hard cheese recorded a mild retail volume decline in 2019 and this is expected to continue over the forecast period, with packaged hard cheese overtaking unpackaged in terms of consumption in 2022. Packaged cheese is increasingly regarded as providing greater hygiene levels than unpackaged, with consumers’ increasingly focused on health and hygiene issues.
Soft cheese recorded strong retail volume growth in 2018 and this continued into 2019, albeit at a slightly lower rate than the previous year. Beyaz peynir (white cheese) is a traditional soft cheese commonly consumed for breakfast in Turkish households, in addition to being widely used as an ingredient in cooking and as a filling for pastry.
Private label increased its overall share in cheese in 2019, due to the lower prices it was able to offer during the period of unprecedented inflation. Indeed, BIM Birlesik Magazacilik, a hard discounter and a leading grocery retailer in the country, was the leader in cheese and again increased its share in 2019.
Sütas remained in second place in cheese in 2019. The company benefits from its wide distribution network, which covers both traditional and modern grocery retailers.
Ak Gida recorded an increase in its retail value share of spreadable processed cheese with its Ülker Icim Ücgen Peynir brand. The company’s new launch, Icim Suzme spreadable processed cheese, was a successful introduction with an affordable price and wide distribution network which includes independent small grocers.
Raw milk prices recorded significant double-digit increases in 2019. This exerted further pressure on prices of milk in particular which is expected to continue over the forecast period.
Lactose intolerance and the awareness of the condition is increasing in many countries around the world, and Turkey is no exception. Free from lactose milk recorded dynamic growth in 2019 and this is predicted to continue over the forecast period.
Discounters remained the leading distribution channel for drinking milk products, again increasing its value share in 2019 due to the success of BIM Birlesik Magazacilik, as well as other discounters such as SOK and A101 Yeni Magazacilik, the latter being the grocery retailer with the greatest number of outlets in Turkey. The rapidly expanding number of outlets owned by discounters, together with the competitive prices offered by these retail channels, stimulated growth.
The discounter, BIM Birlesik Magazacilik, extended its lead in drinking milk products with its Bim line in 2019. The company is the leading grocery retailer in Turkey in terms of value sales and expanding its number of outlets in the country meant that its sales share remained stable over the review period, with growth expected over the forecast period.
Pinar Süt Mamülleri’s Pinar brand ranked second in drinking milk products in 2019. The company recorded a slight decline in its overall retail value share due to increasing demand for private label products and new launches from other companies eating into its shares for organic and fortified/functional milk.
Danone Tikvesli Gida ve Icecek, which is only active in flavoured milk drinks, invested in a major launch in fortified/functional milk in 2019. Its Pro+ protein-fortified product is expected to challenge the category leader, Pinar, due to the strength and reputation of the Danone brand.
Sour milk products continued to record the most dynamic retail volume growth in 2019 thanks to the favourable media coverage which highlighted the healthy properties of kefir products. Kefir began to become popular among consumers due to its probiotic content.
Drinking yoghurt again recorded strong retail volume growth in 2019 and this is set to continue over the forecast period. Ayran is the local form of drinking yoghurt and has a long tradition in the country.
Retail volume sales of plain yoghurt continued to mature in 2019 and this is set to remain the case over the forecast period as it is a staple accompaniment to many Turkish dishes. Foodservice volume sales of plain yoghurt, however, continued to record strong growth in 2019 due to dynamic inbound tourist flows and increasing demand for traditional Turkish cuisine.
Overall, private label marginally increased its share in yoghurt and sour milk products in 2019, largely driven by the strong performance of BIM Birlesik Magazacilik, which extended its lead over the year. Given the high rate of inflation, consumers are seeking value-for-money products and the hard discounter has a strong reputation for delivering this.
Danone Tikvesli Gida ve Icecek made great steps in increasing its retail value share in yoghurt and sour milk products in 2019 with a major launch under flavoured yoghurt fortified with Pro+ protein. It claims the product is good for digestion and muscle health, whilst it is practical to consume due to its innovative stand-up pouch packaging.
Sales of organic yoghurt are benefiting from the health and wellness trend. Pinar organic yoghurt from Pinar Süt Mamülleri has in particular performed well, and benefits from careful targeting.
Plain fromage frais and quark recorded the strongest retail volume growth in 2019 and this is likely to continue over the forecast period, driven by the health and wellness trend. Plain fromage frais largely consists of labneh-type cheese, which has become popular in the country for breakfast or when making dairy desserts at home.
Chilled snacks recorded strong retail volume growth in 2019 and is anticipated to continue to do so over the forecast period due to the popularity of these products among children as a healthy snack. The health and wellness trend among parents is increasing their awareness of the importance of protein and calcium for children, and chilled snacks are often positioned as being rich in these nutrients.
Chilled dairy desserts recorded good retail volume growth in 2019. These products are set to continue to become more popular thanks to the latest launches which are following the health and wellness and indulgence trends at the same time by including a higher cocoa content, such as Danone Tikvesli Gida ve Icecek’s latest launch of its Danone Danette branch with Belgian chocolate.
BIM Birlesik Magazacilik overtook the international player, Danone Tikvesli Gida ve Icecek, to take the top position in other dairy in 2018 and maintained its narrow lead in 2019. The hard discounter’s strength stems from its leading position in the Turkish grocery retail market in value terms and its presence across the country with an expanding number of outlets, making its private label products highly accessible for consumers.
Sütas leads functional/fortified fromage and quark, closely challenged by BIM Birlesik Magazacilik’s private label line. Both companies are enjoying positive sales growth and expanding the overall category as consumers seek additional health benefits from these products.
Nestlé Gida Sanayii continued to dominate coffee whiteners in 2019, although the company lost some share to smaller companies present under others. The category continued to record a retail volume decline in 2019 due to competition with milk.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Delivery: Files are delivered directly into your account within a few minutes of purchase.
Discover the latest market trends and uncover sources of future market growth for the Dairy 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 Dairy industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
The Dairy in Turkey market research report includes:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.