Rising awareness of the health benefits of honey supported an improvement in current value sales growth for this category in Turkey in 2017. In recent years, media reports and recommendations from dietary experts and physicians have strengthened the image of honey as an antioxidant-rich healthy alternative to refined sugar. At the same time, as consumers have become better educated about counterfeit products and honey production techniques, many have become more inclined to choose more reputable or trusted brands, especially organic brands. These trends continued to boost growth in honey current value sales in 2017.
Ferrero Türkiye Cikolata ve Tarim Ürünleri San ve Dis Tic AS remained the leading company in spreads in 2017 despite a slight decrease in its overall value share. Towards the end of the review period, the company received criticism over its use of palm oil, but successfully managed this crisis by responding to its critics genuinely and with transparency. The decline in its spreads value share over 2016-2017 was also the result of increasing price competition, including from private label products. Moreover, starting from late 2016, Yildiz Holding AS, Ferrero’s main competitor in chocolate spreads, celebrated the 40th anniversary of its Cokokrem brand with a series of promotional campaigns that included discount offers.
While spreads looks set to continue performing strongly over the forecast period, growth in value sales at constant 2017 prices is expected to be slower than during the review period. Demand in chocolate spreads and jams and preserves is likely to be tempered by rising awareness among consumers of how a high sugar intake can increase the risk of health problems such as obesity and diabetes. Such health concerns will remain especially high among parents with young children. However, rising health awareness should also lead more consumers to favour honey and nut and seed based spreads, which are perceived as healthier alternatives to other types of spreads products.
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This industry report originates from Passport, our Packaged Food market research database.