Executive Summary

Nov 2019
PROSPECTS
Despite rising prices, sweet spreads records solid performance supported by private label’s competitive prices

Increasing inflation continued to drive up unit prices of sweet spreads in Turkey in 2019. Price increases were in line with higher costs for cocoa for instance, although this did not adversely impact demand for chocolate spreads, in addition to production and logistics, which are all fixed to foreign currency that is gaining value against the Turkish lira.

Chocolate spreads remains favoured by Turkish consumers although niche of nut and seed based spreads records higher growth

The largest category of chocolate spreads continued to record stable demand in 2019, driven not only by its lower than average unit price compared to the overall category but also supported by a number of price promotions. The increasing tendency amongst local consumers to shop in discounters which they deem to offer acceptable private label alternatives such as Bim has also supported its stable performance.

Polarisation within honey

Offering much higher unit prices above the average in the category, honey continued to record a stable, if not slower, performance in retail volume terms in 2019. Larger players attempted to attract consumers by making discounts and expanding their variety of pack sizes to attract a wider range of consumers depending on their budget.

COMPETITIVE LANDSCAPE
Leader Yildiz caught between global brands and private label

Yildiz Holding AS retained its overall lead of sweet spreads in 2019, despite losing marginal value share. The company has a strong presence in the largest category of chocolate spreads, with a number of products including Ülker Cokokrem (which regained some lost share after Nutella forced it into second position in 2018), Cokokrem Golden (Hazelnut paste) and Ülker Alpella.

BIM continues to gain ground within main categories

Third-ranked BIM Birlesik Magazacilik continued to gain value share in 2019, benefiting from price-sensitive consumers searching for affordable alternatives to high-priced imports due to ongoing rising inflation. While private label lines such as Bim are purchased more for their accessible prices rather than flavour or quality, the discounter has attempted to expand its portfolio by launching products such as hazelnut cream or peanut butter under nut and seed based spreads, although its performance in the latter was its least impressive as it recorded declining sales in 2019, while it continued to gain ground within chocolate spreads, honey and jams and preserves.

Honey continues to experience increasing competition, leading to share loss for leader Altiparmak Pazarlama

Altiparmak Pazarlama Koll Sti retained its strong lead of honey in 2019, despite experiencing a gradual decline in value share, due to pressure from private label and other local players such as Sezen Gida Maddeler AS. However, while more price-sensitive consumers continued to seek discounts and more accessible prices, affluent Turks remain sensitive to quality and the high standards used to produce the leader’s honey, in addition to offering sustainable organic products, which further supports its value sales.

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Sweet Spreads in Turkey

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Overview

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

The Spreads 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 Spreads in Turkey?
  • What are the major brands in Turkey?
  • How are manufacturers leveraging health and wellness trends like reduced sugar or organic sourcing?

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 Packaged Food market research database.

Sweet Spreads in Turkey - Category analysis

HEADLINES

PROSPECTS

Despite rising prices, sweet spreads records solid performance supported by private label’s competitive prices
Chocolate spreads remains favoured by Turkish consumers although niche of nut and seed based spreads records higher growth
Polarisation within honey

COMPETITIVE LANDSCAPE

Leader Yildiz caught between global brands and private label
BIM continues to gain ground within main categories
Honey continues to experience increasing competition, leading to share loss for leader Altiparmak Pazarlama

CATEGORY DATA

Table 1 Sales of Sweet Spreads by Category: Volume 2014-2019
Table 2 Sales of Sweet Spreads by Category: Value 2014-2019
Table 3 Sales of Sweet Spreads by Category: % Volume Growth 2014-2019
Table 4 Sales of Sweet Spreads by Category: % Value Growth 2014-2019
Table 5 Sales of Jams and Preserves by Leading Flavours: Rankings 2014-2019
Table 6 NBO Company Shares of Sweet Spreads: % Value 2015-2019
Table 7 LBN Brand Shares of Sweet Spreads: % Value 2016-2019
Table 8 Distribution of Sweet Spreads by Format: % Value 2014-2019
Table 9 Forecast Sales of Sweet Spreads by Category: Volume 2019-2024
Table 10 Forecast Sales of Sweet Spreads by Category: Value 2019-2024
Table 11 Forecast Sales of Sweet Spreads by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Sweet Spreads by Category: % Value Growth 2019-2024

Packaged Food in Turkey - Industry Overview

EXECUTIVE SUMMARY

Despite rising prices due to inflation packaged food offers convenience to time-restricted consumers
Price-sensitive consumers increasingly appreciate discounts and private label
Increasing polarisation amongst consumers of brands, artisanal and private label
Discounters continues to gain share through expansion and private label offer
Notable improved demand for packaged food despite ongoing rising prices

FOODSERVICE

Sales to Foodservice
Boost to foodservice due to increasing tourism amidst ongoing devaluation of Turkish lira
Inflation forces foodservice operators to search for cheaper suppliers
Government’s long-term plan to support local agriculture could reduce dependence on expensive imports
Consumer Foodservice
Another year of strong growth for foodservice, supported by increasing tourism numbers
Increasing demand for non-Turkish cuisine as local consumers become more adventurous
Online ordering and delivery platforms allow foodservice operators to expand their consumer reach

CATEGORY DATA

Table 13 Foodservice Sales of Packaged Food by Category: Volume 2014-2019
Table 14 Foodservice Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 15 Forecast Foodservice Sales of Packaged Food by Category: Volume 2019-2024
Table 16 Forecast Foodservice Sales of Packaged Food by Category: % Volume Growth 2019-2024

MARKET DATA

Table 17 Sales of Packaged Food by Category: Volume 2014-2019
Table 18 Sales of Packaged Food by Category: Value 2014-2019
Table 19 Sales of Packaged Food by Category: % Volume Growth 2014-2019
Table 20 Sales of Packaged Food by Category: % Value Growth 2014-2019
Table 21 GBO Company Shares of Packaged Food: % Value 2015-2019
Table 22 NBO Company Shares of Packaged Food: % Value 2015-2019
Table 23 LBN Brand Shares of Packaged Food: % Value 2016-2019
Table 24 Penetration of Private Label by Category: % Value 2014-2019
Table 25 Distribution of Packaged Food by Format: % Value 2014-2019
Table 26 Distribution of Packaged Food by Format and Category: % Value 2019
Table 27 Forecast Sales of Packaged Food by Category: Volume 2019-2024
Table 28 Forecast Sales of Packaged Food by Category: Value 2019-2024
Table 29 Forecast Sales of Packaged Food by Category: % Volume Growth 2019-2024
Table 30 Forecast Sales of Packaged Food by Category: % Value Growth 2019-2024

SOURCES

Summary 1 Research Sources