Demand for edible oils stagnated in Turkey in 2019, following another year of price hikes, resulting in dynamic current value growth for the category. With an ongoing devaluation of the Turkish lira, the cost of products and raw materials continued to have a negative impact on many types of oil, although the most popular type of sunflower oil continued to record increasing volume sales despite local production unable to support demand, leading to the importation of a certain amount each year.
Although Turkey remains an important producer of sunflower oil, demand outstrips supply due to a large population and decreasing sunflower beds, meaning that a certain proportion must still be imported and is therefore dependent on foreign exchange fluctuations. However, stable demand for the most popular edible oil continued in 2019 as consumers looked to discounters to offer them more accessible prices, particularly when purchasing in bulk, leading to the channel’s strong share gain.
Despite being the second most popular type within the category behind sunflower oil in 2019, olive oil experienced the strongest negative impact of rising unit prices in 2019, as its already above average unit price experienced a surge, leading to declining retail volume sales. However, demand for organic varieties of olive oil is continuing to be supported by higher-income consumers with increasing investment by niche companies that are increasing their product diversity and availability, especially through internet retailing, where they are gaining greater visibility compared to grocery retailers that offer standard products.
The offer of edible oils from private label continued to expand in 2019, as rising prices led to demand for cheaper and discounted products of acceptable quality. The overall category was led by discounter BIM, which gained further value share in 2019 due to its strength in the largest category of sunflower oil.
To counter the strengthening position of private label within edible oils, the largest branded companies in the category such as second-ranked Ana Gida Ihtiyac Maddeleri San AS (due to its leadership of olive oil) and third-ranked Savola Group began promotions of their own, in addition to marketing strategies by appealing to consumers by highlighting their superior quality and taste. Larger companies have the financial capability to absorb discounts compared to smaller players, and therefore are in a stronger position to compete with private label.
Leading olive oil producer Ana Gida Ihtiyac Maddeleri San AS, continued to gain value share due to the strong performances of its varied products under its Komili line; Komili Riviera Halis Zeytinyagi, Komili Sizma, and Komili Tava Rafine Zeytinyagi, while its brand Kirlangic Riviera recorded the most impressive current value growth of 2019. The player continued to expand through traditional channels, in addition to offering effective price discounts through modern grocery retailers, especially supermarkets.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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 Edible Oils 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 Edible Oils industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.
The Edible Oils in Turkey market research report includes:
Our market research reports answer questions such as: