Organic Packaged Food in Turkey

PROSPECTS

Concern about potential harm of genetically modified food increases sales

There are many media outlets ranging from mass media to specialist blogs about nutrition that talk about the possible harm of genetically modified food. Not only the food produced but, for animal products, also the food that the animals are fed could be genetically modified.

Increasing availability of organic alternatives is boosting sales

Chained grocery channels like Carrefour and Migros are dedicating larger shelves for organic food such as eggs, dairy products, animal products, cereals, grains, spreads, honey and nuts, and the availability of these products is increasing. Higher competition is expected between organic products and the mass brands that have realised that the organic trend is boosting sales.

Parents are concerned about the potential harm of non-organic food for baby health

Parents are becoming more concerned about the unhealthy content in the food they buy and the potentially harmful effects that pesticides, additives, and genetically modified foods can have on their babies’ health and growth. Many baby food companies are benefiting from this trend by launching organic baby food.

COMPETITIVE LANDSCAPE

Pinar Organic Milk brand continues to lead

Pinar organic milk from Pinar Süt Mamülleri (Yasar Holding) is the first organic milk launched by a mass brand. The company enjoyed increased demand in 2018, 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 possible.

City Farm faces higher competition in offline channels

City Farm, as one of the oldest and most well established organic brands, used to reach its consumers via its online sales website. However, in the last couple of years the company has enjoyed its wider distribution to offline channels via chained supermarkets.

Hipp baby food enjoys increasing demand for healthier baby diets

Parents are becoming very sensitive to the diet of their babies. Many parents do not give any processed food to their babies, and many more are ready to pay more if the food is organic.

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