Executive Summary

Sep 2019
PROSPECTS
Sour milk products benefits from kefir’s reputation for range of health benefits

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 set to remain popular as affordable national drink

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.

Plain yoghurt matures in retail but continues to grow in foodservice as a pairing to many Turkish dishes

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.

COMPETITIVE LANDSCAPE
BIM Birlesik Magazacilik extends its lead thanks to network expansion and strong focus on value

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 increases its share via Pro+

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.

Organic yoghurt benefits from the health and wellness trend

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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Yoghurt and Sour Milk Products in Turkey

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Overview

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.

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 Yoghurt and Sour Milk Products industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Yoghurt and Sour Milk Products 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 Yoghurt and Sour Milk Products in Turkey?
  • What are the major brands in Turkey?
  • Which variety of yoghurt is performing better – spoonable or drinking?
  • In the wake of recent controversies, what does the future hold for functional probiotic products?

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.

Yoghurt and Sour Milk Products in Turkey - Category analysis

HEADLINES

PROSPECTS

Sour milk products benefits from kefir’s reputation for range of health benefits
Drinking yoghurt set to remain popular as affordable national drink
Plain yoghurt matures in retail but continues to grow in foodservice as a pairing to many Turkish dishes

COMPETITIVE LANDSCAPE

BIM Birlesik Magazacilik extends its lead thanks to network expansion and strong focus on value
Danone Tikvesli Gida ve Icecek increases its share via Pro+
Organic yoghurt benefits from the health and wellness trend

CATEGORY DATA

Table 1 Sales of Yoghurt and Sour Milk Products by Category: Volume 2014-2019
Table 2 Sales of Yoghurt and Sour Milk Products by Category: Value 2014-2019
Table 3 Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2014-2019
Table 4 Sales of Yoghurt and Sour Milk Products by Category: % Value Growth 2014-2019
Table 5 Sales of Flavoured Yoghurt by Flavour: Rankings 2014-2019
Table 6 NBO Company Shares of Yoghurt and Sour Milk Products: % Value 2015-2019
Table 7 LBN Brand Shares of Yoghurt and Sour Milk Products: % Value 2016-2019
Table 8 Distribution of Yoghurt and Sour Milk Products by Format: % Value 2014-2019
Table 9 Forecast Sales of Yoghurt and Sour Milk Products by Category: Volume 2019-2024
Table 10 Forecast Sales of Yoghurt and Sour Milk Products by Category: Value 2019-2024
Table 11 Forecast Sales of Yoghurt and Sour Milk Products by Category: % Volume Growth 2019-2024
Table 12 Forecast Sales of Yoghurt and Sour Milk Products 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