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.
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.
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.
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.
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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Packaged Food market research database.