Organic Packaged Food in Turkey

PROSPECTS

Concern about the potential harm of genetically modified food increases sales

Organic packaged food continued to see dynamic retail current value growth in 2019. There are many media outlets, ranging from mass media to specialist blogs, that talk about nutrition and the possible harm of genetically modified food.

Strong growth due to the desire to feed babies organic food

Organic dairy categories such as organic milk and cheese are showing dynamism thanks to new product launches and increasing availability. Parents especially are interested in organic milk and yoghurt, as well as organic baby food.

Supermarkets contribute to the growth of organic packaged food

Organic olive oil is a dynamic category, thanks to the entry of many small companies which sell via the internet. This dynamism is also because supermarkets such as Carrefour have allowed big olive oil companies to introduce and promote their organic olive oil at points of sale.

COMPETITIVE LANDSCAPE

Pinar Organik continues to lead organic milk but is challenged by other players

Pinar Organik milk from Pinar Süt Mamülleri (Yasar Holding) was the first organic milk launched by a mass brand. The company enjoyed higher sales at the end of the review period, especially from parents looking to improve their children’s diets, and the company’s wide distribution network has allowed the brand to spread to the smallest outlets.

Big players invest in organic olive oil, leading to greater consolidation

Organic olive oil was traditionally produced by small companies, and this is the main reason for the high share of “others” in this category. This was seen as an opportunity by the Komili brand from Ana Gida Ihtiyac Maddeleri (Anadolu Group), which started to produce the Komili Organik Zeytinyagi olive oil brand and invested in its distribution.

City Farm challenged by private label in organic nuts, seeds and trail mixes

City Farm from ORYA Organik Yasam Gida Tekstil Turizm led organic nuts, seeds and trail mixes in value terms in 2019, accounting for nearly half of value sales. City Farm is one of the oldest and most well-established organic brands, and used to reach its consumers via its website.

Files are delivered directly into your account within a few minutes of purchase.