Sour milk products continued to record the most dynamic retail volume growth in 2019 thanks to the favourable media coverage which highlighted the healthy properties of kefir products. Kefir began to become popular among consumers due to its probiotic content.
Drinking yoghurt again recorded strong retail volume growth in 2019 and this is set to continue over the forecast period. Ayran is the local form of drinking yoghurt and has a long tradition in the country.
Retail volume sales of plain yoghurt continued to mature in 2019 and this is set to remain the case over the forecast period as it is a staple accompaniment to many Turkish dishes. Foodservice volume sales of plain yoghurt, however, continued to record strong growth in 2019 due to dynamic inbound tourist flows and increasing demand for traditional Turkish cuisine.
Overall, private label marginally increased its share in yoghurt and sour milk products in 2019, largely driven by the strong performance of BIM Birlesik Magazacilik, which extended its lead over the year. Given the high rate of inflation, consumers are seeking value-for-money products and the hard discounter has a strong reputation for delivering this.
Danone Tikvesli Gida ve Icecek made great steps in increasing its retail value share in yoghurt and sour milk products in 2019 with a major launch under flavoured yoghurt fortified with Pro+ protein. It claims the product is good for digestion and muscle health, whilst it is practical to consume due to its innovative stand-up pouch packaging.
Sales of organic yoghurt are benefiting from the health and wellness trend. Pinar organic yoghurt from Pinar Süt Mamülleri has in particular performed well, and benefits from careful targeting.
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Discover the latest market trends and uncover sources of future market growth for the Yoghurt and Sour Milk Products industry in Turkey with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Packaged Food market research database.