Executive Summary

Nov 2019
PROSPECTS
Ongoing devaluation of Turkish lira leads to high unit price hike and search for promotional deals

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.

Popular sunflower oil weathers the storm with further positive outlook

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.

Increasing local production of olive oil should help support stronger performance over the forecast period

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.

COMPETITIVE LANDSCAPE
Private label continues to gain ground offering competitive prices

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.

Branded players counter private label offensive with promotions of their own, highlighting their superior quality

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.

Ana Gida strengthens leadership of olive oil with wide product portfolio

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.

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Overview

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:

  • 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 Edible Oils in Turkey?
  • What are the major brands in Turkey?
  • Are consumers in emerging markets moving from unpackaged to packaged oils and fats?
  • What are the sales prospects for “healthy” cooking oils?
  • Will retail sales suffer as economic prospects improve and consumers move back to eating out rather than cooking at home?
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.

Edible Oils in Turkey - Category analysis

HEADLINES

PROSPECTS

Ongoing devaluation of Turkish lira leads to high unit price hike and search for promotional deals
Popular sunflower oil weathers the storm with further positive outlook
Increasing local production of olive oil should help support stronger performance over the forecast period

COMPETITIVE LANDSCAPE

Private label continues to gain ground offering competitive prices
Branded players counter private label offensive with promotions of their own, highlighting their superior quality
Ana Gida strengthens leadership of olive oil with wide product portfolio

CATEGORY DATA

Table 1 Sales of Edible Oils by Category: Volume 2014-2019
Table 2 Sales of Edible Oils by Category: Value 2014-2019
Table 3 Sales of Edible Oils by Category: % Volume Growth 2014-2019
Table 4 Sales of Edible Oils by Category: % Value Growth 2014-2019
Table 5 NBO Company Shares of Edible Oils: % Value 2015-2019
Table 6 LBN Brand Shares of Edible Oils: % Value 2016-2019
Table 7 Distribution of Edible Oils by Format: % Value 2014-2019
Table 8 Forecast Sales of Edible Oils by Category: Volume 2019-2024
Table 9 Forecast Sales of Edible Oils by Category: Value 2019-2024
Table 10 Forecast Sales of Edible Oils by Category: % Volume Growth 2019-2024
Table 11 Forecast Sales of Edible Oils by Category: % Value Growth 2019-2024

Packaged Food in Turkey - Industry Overview

EXECUTIVE SUMMARY

Despite rising prices due to inflation packaged food offers convenience to time-restricted consumers
Price-sensitive consumers increasingly appreciate discounts and private label
Increasing polarisation amongst consumers of brands, artisanal and private label
Discounters continues to gain share through expansion and private label offer
Notable improved demand for packaged food despite ongoing rising prices

FOODSERVICE

Sales to Foodservice
Boost to foodservice due to increasing tourism amidst ongoing devaluation of Turkish lira
Inflation forces foodservice operators to search for cheaper suppliers
Government’s long-term plan to support local agriculture could reduce dependence on expensive imports
Consumer Foodservice
Another year of strong growth for foodservice, supported by increasing tourism numbers
Increasing demand for non-Turkish cuisine as local consumers become more adventurous
Online ordering and delivery platforms allow foodservice operators to expand their consumer reach

CATEGORY DATA

Table 12 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 13 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 14 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 15 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 16 Sales of Packaged Food by Category: Volume 2014-2019
Table 17 Sales of Packaged Food by Category: Value 2014-2019
Table 18 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 19 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 20 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 21 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 23 Penetration of Private Label by Category: % Value 2014-2019
Table 24 Distribution of Packaged Food by Format: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format and Category: % Value 2019
Table 26 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 27 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources