COVID-19 is expected to lead to growing demand for products in processed meat and seafood as consumers eat more meals at home and stockpile non-perishable options. In this category, however, changing breakfast habits are expected to have a particular impact, driving sales in chilled processed meat in 2020.
Frozen processed seafood is expected to show dynamism in 2020 as, during the COVID-19 lockdown period, many consumers did not have access to their usual fresh fish sellers. As such, consumers switched to frozen processed seafood products that they could purchase from supermarkets in order to make up for this lack.
Pinar Entegre Et ve Un Sanayi AS will retain its lead of processed meat and seafood in 2020, due to a well-established presence in Turkey, which benefits strong brand awareness for its Pinar line of chilled and frozen processed red meat. The brand also has a stronger presence in frozen processed seafood compared to the shelf stable format, gaining further share due to new launches which included innovative products such as sliced whiting, sardine pane and fish fingers.
COVID-19 is expected to cause an increase in hygiene awareness for Turkish consumers. This is expected to play into the hands of big brands, as packaging and brand visibility is often equated with hygiene.
Frozen processed seafood and shelf stable seafood were both demonstrating upwards trends in volume sales over the review period, which are expected to continue in the forecast period. Both categories are expected to maintain high levels of retail volume growth throughout the forecast period as these product areas are considered health and easy to consume and store.
Frozen processed red meat will also continue to demonstrate strong growth in the forecast period thanks to several new product launches such as Pinar’s meatball products and new brands such as Torku by Konya Seker San ve Tic AS. Demand for frozen processed meat is, generally, much lower in Turkey compared to chilled variants, due to its above average unit price linked to production costs, in addition to the cost of display freezer cabinets in retailers.
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Understand the latest market trends and future growth opportunities for the Processed Meat and Seafood industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Processed Meat and Seafood research and analysis database.
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