Executive Summary

Apr 2019
Health and wellness in Turkey registers double-digit growth in 2018

In 2018, health and wellness (H&W) value sales registered strong growth, stimulated by the young population in the country, rising urbanisation and increased education levels in the country, leading to greater consumer demand for healthier food and beverages. For instance, health and wellness products such as organic and reduced-fat products are categories that almost exclusively base their sales on urban consumers.

Consumer demand for healthy, additive-free and natural products is on the rise

Rising education and income levels in Turkey mean greater health awareness in the country, particularly amongst the mid- to high-income urban dwellers. Consumers are becoming increasingly mindful of their health, growing consciousness regarding the risks of especially chemical additives and artificial flavours and colourings.

H&W competitive environment is highly fragmented

In 2018, the H&W market remained highly fragmented due to the presence of many small local companies, particularly under NH bottled water. Artisanal products accounted for the highest value share – for example, in NH high-fibre bread.

Independent small grocers lose share to supermarkets

In 2018, independent small grocers owned the leading share of total H&W distribution. However, this channel lost considerable share to supermarkets over the review period.

H&W is expected to demonstrate a positive constant value growth over the forecast period

Over the forecast period, H&W products are predicted to register positive constant value at 2018 prices. The main growth factors will be the rising urbanisation in the country, consumer demand for more healthy and natural products, together with increasing education levels leading to higher health awareness.

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Overview

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

The Health and Wellness 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 Health and Wellness in Turkey?
  • What are the major brands in Turkey?
  • Were the sales of health and wellness affected by the global recession?
  • What functional ingredients in food and drinks are in fashion in Turkey?
  • Is the organic movement still growing?
  • Are weight management food and drinks driven by product reformulation?

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 Health and Wellness market research database.

Health and Wellness in Turkey

EXECUTIVE SUMMARY

Health and wellness in Turkey registers double-digit growth in 2018
Consumer demand for healthy, additive-free and natural products is on the rise
H&W competitive environment is highly fragmented
Independent small grocers lose share to supermarkets
H&W is expected to demonstrate a positive constant value growth over the forecast period

MARKET DATA

Table 1 Sales of Health and Wellness by Type: Value 2013-2018
Table 2 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 3 Sales of Health and Wellness by Category: Value 2013-2018
Table 4 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 5 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 7 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 8 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 9 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 10 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 11 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 13 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources

Better For You Beverages in Turkey

HEADLINES

PROSPECTS

BFY beverages records astonishing growth in 2018
BFY reduced-sugar beverages leads the growth
Growing problem of an obese and overweight population within the country

COMPETITIVE LANDSCAPE

Coca-Cola Icecek is the leader
Companies invest in new product launches and promotions
Multinational players own the dominant share of the value sales

CATEGORY DATA

Table 17 Sales of BFY Beverages by Category: Value 2013-2018
Table 18 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 19 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 20 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 21 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 22 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Better For You Packaged Food in Turkey

HEADLINES

PROSPECTS

Legislation about confectionery and snack consumption of children boosts sales
Calorie-control tendencies boost reduced-fat and reduced-sugar product sales
Reduced-fat and reduced-sugar products increase demand for natural additives

COMPETITIVE LANDSCAPE

Light milk demand enhances sales of dairy companies
Kent Gida Maddeleri (Mondelez International) continues to increase its share
Sales of smaller brands under “others” continue to increase

CATEGORY DATA

Table 24 Sales of BFY Packaged Food by Category: Value 2013-2018
Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2013-2018
Table 26 NBO Company Shares of BFY Packaged Food: % Value 2014-2018
Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2015-2018
Table 28 Distribution of BFY Packaged Food by Format: % Value 2013-2018
Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2018-2023
Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2018-2023

Fortified/Functional Beverages in Turkey

HEADLINES

PROSPECTS

Urban dwellers’ demand for energy-boosting and nutritious beverages drives the growth
Depreciated value of Turkish currency causes steep rise in average unit price
FF 100% juice is to demonstrate the highest value growth

COMPETITIVE LANDSCAPE

Red Bull leads the value sales
New FF beverage products launched
Private label products have growth potential

CATEGORY DATA

Table 31 Sales of Fortified/Functional Beverages by Category: Value 2013-2018
Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2013-2018
Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2013-2018
Table 34 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2013-2018
Table 35 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2013-2018
Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2014-2018
Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2015-2018
Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2013-2018
Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2018-2023
Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2018-2023

Fortified/Functional Packaged Food in Turkey

HEADLINES

PROSPECTS

Higher protein intake is becoming a major trend
Fortified gum continues to grow
Increasing awareness about the benefits of follow-on milk formula fuels growth

COMPETITIVE LANDSCAPE

Vivident gum continues to lead sales
Pinar Sut initiates protein-fortified milk trend
Baby food brands are on the rise

CATEGORY DATA

Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2013-2018
Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2013-2018
Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2013-2018
Table 44 Key Functional Ingredients in Fortified/Functional Bread: % Value 2013-2018
Table 45 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2013-2018
Table 46 Key Functional Ingredients in Fortified/Functional Milk: % Value 2013-2018
Table 47 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2013-2018
Table 48 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2014-2018
Table 49 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2015-2018
Table 50 LBN Brand Shares of Fortified/Functional Bread: % Value 2015-2018
Table 51 Distribution of Fortified/Functional Packaged Food by Format: % Value 2013-2018
Table 52 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2018-2023
Table 53 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2018-2023

Free From in Turkey

HEADLINES

PROSPECTS

Lactose-free milk sales continue to show considerable growth
Gluten-free diet shows growth amongst health-sensitive consumers
Milk substitutes are showing a high growth rate

COMPETITIVE LANDSCAPE

Pinar brand continues to lead sales
Dairy manufacturers continue to invest in free from lactose products
Increasing availability of free from lactose milk could decrease share of smaller brands

CATEGORY DATA

Table 54 Sales of Free From by Category: Value 2013-2018
Table 55 Sales of Free From by Category: % Value Growth 2013-2018
Table 56 NBO Company Shares of Free From: % Value 2014-2018
Table 57 LBN Brand Shares of Free From: % Value 2015-2018
Table 58 Distribution of Free From by Format: % Value 2013-2018
Table 59 Forecast Sales of Free From by Category: Value 2018-2023
Table 60 Forecast Sales of Free From by Category: % Value Growth 2018-2023

Naturally Healthy Beverages in Turkey

HEADLINES

PROSPECTS

Growth under NH beverages largely depends on the performance of bottled water
Growth of NH beverages largely depends on the performance of bottled water
NH carbonated bottled water and NH not from concentrate 100% juice register the highest growth

COMPETITIVE LANDSCAPE

Sirmagrup Icecek becomes the leader in 2018
Local companies have the largest share of total sales
The ability to increase company shares largely depends on product differentiation

CATEGORY DATA

Table 61 Sales of NH Beverages by Category: Value 2013-2018
Table 62 Sales of NH Beverages by Category: % Value Growth 2013-2018
Table 63 NBO Company Shares of NH Beverages: % Value 2014-2018
Table 64 LBN Brand Shares of NH Beverages: % Value 2015-2018
Table 65 Distribution of NH Beverages by Format: % Value 2013-2018
Table 66 Forecast Sales of NH Beverages by Category: Value 2018-2023
Table 67 Forecast Sales of NH Beverages by Category: % Value Growth 2018-2023

Naturally Healthy Packaged Food in Turkey

HEADLINES

PROSPECTS

Natural and unprocessed diet boosts growth of raw nuts
Olive oil becomes a luxury, but increases growth amongst natural dieters
Honey is replacing sugar and seen as healthier than jam and chocolate spreads

COMPETITIVE LANDSCAPE

Artisanal products continue to grow
Yildiz Holding’s Uno records growth with new launches in bread
BIM’s private label share declines slightly

CATEGORY DATA

Table 68 Sales of NH Packaged Food by Category: Value 2013-2018
Table 69 Sales of NH Packaged Food by Category: % Value Growth 2013-2018
Table 70 NBO Company Shares of NH Packaged Food: % Value 2014-2018
Table 71 LBN Brand Shares of NH Packaged Food: % Value 2015-2018
Table 72 Distribution of NH Packaged Food by Format: % Value 2013-2018
Table 73 Forecast Sales of NH Packaged Food by Category: Value 2018-2023
Table 74 Forecast Sales of NH Packaged Food by Category: % Value Growth 2018-2023

Organic Beverages in Turkey

HEADLINES

PROSPECTS

Increase in the organic tea harvest stimulates growth
Consumers consider organic beverages a luxury
The average unit price of organic beverages is on the increase

COMPETITIVE LANDSCAPE

Cay Isletmeleri Genel Müdürlügü dominates the value sales
International companies own only a marginal value share
Organic beverages lacks company investment

CATEGORY DATA

Table 75 Sales of Organic Beverages by Category: Value 2013-2018
Table 76 Sales of Organic Beverages by Category: % Value Growth 2013-2018
Table 77 NBO Company Shares of Organic Beverages: % Value 2014-2018
Table 78 LBN Brand Shares of Organic Beverages: % Value 2015-2018
Table 79 Distribution of Organic Beverages by Format: % Value 2013-2018
Table 80 Forecast Sales of Organic Beverages by Category: Value 2018-2023
Table 81 Forecast Sales of Organic Beverages by Category: % Value Growth 2018-2023

Organic Packaged Food in Turkey

HEADLINES

PROSPECTS

Concern about potential harm of genetically modified food increases sales
Increasing availability of organic alternatives is boosting sales
Parents are concerned about the potential harm of non-organic food for baby health

COMPETITIVE LANDSCAPE

Pinar Organic Milk brand continues to lead
City Farm faces higher competition in offline channels
Hipp baby food enjoys increasing demand for healthier baby diets

CATEGORY DATA

Table 82 Sales of Organic Packaged Food by Category: Value 2013-2018
Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2013-2018
Table 84 NBO Company Shares of Organic Packaged Food: % Value 2014-2018
Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2015-2018
Table 86 Distribution of Organic Packaged Food by Format: % Value 2013-2018
Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2018-2023
Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2018-2023