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The Baby Food Sector in Turkey, 2018

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The Baby Food Sector in Turkey, 2018

Summary

The Baby Food Sector in Turkey, 2018, is an analytical report by GlobalData which provides extensive and highly detailed current and future market trends in the Turkish market.

In 2016 the number of births began to fall, but the Turkish baby food market has performed strongly over the past six years as a whole, stimulated by a generally buoyant economy and strong marketing by manufacturers. The last two years have seen a slowdown in volume growth as a result of a less positive economy, but high inflation coupled with currency depreciation has forced prices and value sales up. Several manufacturers produce baby food locally, notably Hero, as well as a number of Turkish manufacturers of liquid milks, baby cereals, and finger foods. Danone dominates, claiming almost two-thirds of retail sales in 2017, and leads in all categories except finger foods. Its nearest rivals are Hero and Hipp. Baby food is widely available in supermarkets and hypermarkets. Food outlets account for almost 61% of value sales, with pharmacies/drugstores relegated to 38% in 2017. A large variety of products are available online, but e-commerce sales remain very low. As a result of a worsening economy and political uncertainty, the value of the Turkish lira against major currencies has dropped, making imported products appreciably more expensive. However, a growing middle class is able to afford baby foods, and demand among this group is growing. GlobalData expects that sales of baby food will increase, with the strongest growth coming from the underdeveloped wet meals category, and growing-up milks.

What else does this report offer?

- Consumption data based upon a unique combination of industry research, fieldwork, market sizing work and our in-house expertise to offer extensive data about the trends and dynamics affecting the industry.

- Detailed profile of the companies operating and new companies considering entry in the industry along with their key focus product sectors.

- Market profile of the various product sectors with the key features & developments, segmentation, per capita trends and the various manufacturers & brands.

- Overview of baby food retailing with a mention of the major retailers in the country along with the distribution channel.

- Future projections considering various trends which are likely to affect the industry.

Scope

- First stage milks continue to constitute the largest segment, accounting for almost 29% of volume in 2017. Second stage formulae account for a quarter of volume sales. Special dietary milks are the smallest segment, but are nonetheless significant. They are currently thought to hold 18.8% of sales by volume in 2017.

- Baby cereals are considerably more expensive than standard cereals, which has limited the category's growth potential. Manufacturers have so far failed to convince consumers that baby cereals are a different and superior product, and the sector's reliance on imported baby cereals.

- The Meals category so far seems resistant to innovation. Attempts to introduce pouches have not been successful. Although Hipp continues to sell Fruchte Spass, Hero has withdrawn from this segment.

- The Baby Drinks category is the smallest in the baby food sector, accounting for only around 1% of value sales.

- Potential sales will be affected by the gradual decline in the number of babies aged 0-3, which will drop from 3.9 million in 2017 to 3.8 million in 2023, but a more influential factor will be the performance of the economy. Although up to 2023 the annual rate of real growth is only forecast to rise from 3.3% to 4%.

Reasons to buy

- Evaluate important changes in consumer behavior and identify profitable markets and areas for product innovation.

- Analyse current and forecast behavior trends in each category to identify the best opportunities to exploit.

- Detailed understanding of consumption by individual product categories in order to align your sales and marketing efforts with the latest trends in the market.

- Investigates which categories are performing the best and how this is changing market dynamics.

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Table Of Content

Scope

Table of Contents

Introduction

Executive Summary

Definations

Background to the Market

Birth: Live Birth Rates

Live Births by Region

The Consumer

Socio-Demographic Trends

Working Women

Breastfeeding Trends

Market Overview

Overview

Manufacturers Shares

CategoryAnalysis

Baby Milks

Baby Cereals & Dry Meals

Baby Meals

Baby Drinks & Finger Foods

Production and trade

Production

Imports

Exports

Company profiles

Danone

Hero Gida Sanayi ve Ticaret AS

Hipp D?? Ticaret Ltd

Nestle

Abbott Laboratories AS

Other Manufacturers

Distribution

Baby Food Retailing

Economic Background

Key Macroeconomic Forecasts

Prospects and forecasts

Birth & Population Projections

Forecast Overview

Future Trends

Appendix


List Of Figure

List of Figures

Figure 1: Attitudes Of New Mothers To Breastfeeding, 2015

Figure 2: Baby Food: Sector Size, 2011-2017

Figure 3: Baby Food: Per Capita, 2011-2017

Figure 4: Baby Food: Sector Segmentation, 2017

Figure 5: Baby Food: Manufacturer Shares, Value, 2017

Figure 6: Baby Food: Manufacturer Shares, Value %, 2017

Figure 7: Baby Food: Manufacturer Shares, Volume %, 2017

Figure 8: Baby Food: Manufacturer Shares by Category, % Value, 2017

Figure 9: Baby Milks: Category Trends, 2011-2017

Figure 10: Baby Milks: Per Capita Expenditure & Consumption, 2011-2017

Figure 11: Baby Milks: Per Capita Expenditure & Consumption by Age Group, 2011-2017

Figure 12: Baby Milks: Segmentation, Value, and Volume, 2011-2017

Figure 13: Baby Cereals & Dry Meals: Category Trends, 2011-2017

Figure 14: Baby Cereals & Dry Meals: Per Capita Expenditure & Consumption, 2011-2017

Figure 15: Baby Meals : Category Trends, 2011-2017

Figure 16: Baby Meals: Per Capita Expenditure & Consumption, 2011-2017

Figure 17: Baby Drinks & Finger Foods: Category Trends, 2011-2017

Figure 18: Baby Drinks & Finger Foods: Per Capita Expenditure & Consumption, 2011-2017

Figure 19: Baby Food: Sector Size, 2017-2023

Figure 20: Baby Food: Per Capita, 2017-2023

Figure 20: Baby Food: Sector Segmentation, 2023


List Of Table

List of Tables

Table 1: Birth & Population Trends, 2007-2017

Table 2: Births by Region, 2015 & 2016

Table 3: Poverty Levels, 2002-2015

Table 4: Household Income Distribution, 2013-2016

Table 5: Births by Age of Mother, 2011 & 2016

Table 6: Number of Women of Childbearing Age by Age Group, 2011 & 2017

Table 7: Number of Working Women in Turkey, 2011-2017

Table 8: Female Labour Force Participation by Employment Status, 2011-2017

Table 9: Female Labour Force Participation by Age Group, 2003-2014

Table 10: Exclusive Breastfeeding Rates by Age Group, 1998-2013

Table 11: Breastfeeding Habits by Age of Baby, 2013

Table 12: Babies Receiving Infant Formula, by Age of Baby, 2003, 2008, & 2013

Table 13: Food Consumed by Breastfed Babies, by Age of Baby & Type of Food, 2013

Table 14: Median Breastfeeding Duration, 2013

Table 15: Sector Size, 2017, & Growth Rates, 2011-2017

Table 16: Baby Food: Manufacturer Shares, Value & Volume %, 2011-2017

Table 17: Baby Food: Manufacturer Shares by Sector, %, 2017

Table 18: Baby Milks: Category Size, 2017

Table 19: Baby Milks: Category Growth, % 2011-2017

Table 20: Penetration of Infant Formula by Age of Baby, 2008 & 2013

Table 21: Baby Milks Powder: Brand Price Analysis, 2017

Table 22: Baby Milks: Facings by Pack Type, 2017

Table 23: Baby Milks: Facings by Pack Size, 2017

Table 24: Baby Milks: Manufacturer Shares, Value & Volume, %, 2011-2017

Table 25: Baby Cereals & Dry Meals: Category Size, 2017

Table 26: Baby Cereals & Dry Meals: Category Growth, % 2011-2017

Table 27: Baby Cereals: Facings by Pack Type, 2017

Table 28: Baby Cereals: Brand Price Positioning Analysis, 2017

Table 29: Baby Cereals & Dry Meals: Manufacturer Shares, Volume, %, 2011-2017

Table 30: Baby Cereals & Dry Meals: Manufacturer Shares, Volume, %, 2011-2017

Table 31: Baby Meals: Category Size, 2017

Table 32: Baby Meals: Category Growth, % 2011-2017

Table 33: Baby Meals: Facings by Pack Size, 2017

Table 34: Baby Meals: Price Positioning, 2017

Table 35: Baby Meals: Manufacturer Shares, Value & Volume, %, 2011-2017

Table 36: Baby Drinks & Finger Foods: Category Size, 2017

Table 37: Baby Drinks & Finger Foods: Category Growth, % 2011-2017

Table 38: Finger Foods: Facings by Pack Size, 2017

Table 39: Baby Drinks: Price Positioning, 2017

Table 40: Baby Finger Foods: Price Positioning, 2017

Table 41: Baby Drinks & Finger Foods: Manufacturer Shares, Value & Volume, %, 2011-2017

Table 42: Finger Foods: Facings by Manufacturer, 2017

Table 43: Baby Drinks: Facings by Manufacturer, 2017

Table 44: Baby Food: Sales by Outlet Type and Food Type, Value, 2017

Table 45: Baby Food: Sales by Outlet Type, Value, 2011-2017

Table 46: Key Macro-Economic Indicators, 2011-2018

Table 47: Key Macroeconomic Forecasts, 2017-2023

Table 48: Birth & Population Projections, 2009-2023

Table 49: Baby Food: Category Growth, 2017-2023

Table 50: Baby Population, Number of Babies '000, 2007-2023

Table 51: Number of Women of Childbearing Age by Age Group, 2017 & 2023

Table 52: Baby Food: Market Value, Current Prices, 2011-2017

Table 53: Baby Food: Market Value, Constant Prices, 2011-2017

Table 54: Baby Food: Market Value, USUSD Million, 2011-2017

Table 55: Baby Food: Market Volume, Tons, 2011-2017

Table 56: Baby Food: Per Capita Expenditure, Current Prices, 2011-2017

Table 57: Baby Food: Per Capita Expenditure, Constant Prices, 2011-2017

Table 58: Baby Food: Per Capita Expenditure, US Dollars, 2011-2017

Table 59: Baby Food: Per Capita Consumption, Grams, 2011-2017

Table 60: Baby Milks: Category Trends, 2011-2017

Table 61: Baby Milks: Segmentation by Type, % of Value, 2011-2017

Table 62: Baby Milks-Powder: Brand Price Analysis, 2017

Table 63; Baby Milks-Liquid: Brand Price Analysis, 2017

Table 64; Baby Cereals & Dry Meals: Category Trends, 2011-2017

Table 65; Baby Wet Meals: Category Trends, 2011-2017

Table 66; Baby Drinks & Finger Foods: Category Trends, 2011-2017

Table 67; Imports of Baby Food by Sector, Tons, 2011-2017

Table 68: Imports of Baby Food by Sector, EUR '000, 2011-2017

Table 69: Imports of Milks & Cereals by Country of Origin, 2014-2017

Table 70: Imports of Other Baby Food by Country of Origin, 2014-2017

Table 71: Exports of Baby Food by Sector, Tons, 2011-2017

Table 72: Exports of Baby Food by Sector, EUR '000, 2011-2017

Table 73: Exports of Milks & Cereals by Country of Destination, 2014-2017

Table 74: Exports of Other Baby Food by Country of Origin, 2014-2017

Table 75: Baby Food: Market Value Forecasts, Current Prices, 2017-2023

Table 76: Baby Food: Market Value Forecasts, Constant Prices, 2017-2023

Table 77: Baby Food: Market Value Forecasts, USUSD Million, 2017-2023

Table 78: Baby Food: Market Volume Forecasts, Tons, 2017-2023

Table 79: Baby Food: Per Capita Expenditure, Current Prices, 2017-2023

Table 80: Baby Food: Per Capita Expenditure, Constant Prices, 2017-2023

Table 81: Baby Food: Per Capita Expenditure, USUSD, 2017-2023

Table 82: Baby Food: Per Capita Consumption, Grams, 2017-2023

Table 83: Facings Allocation by Product Type

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Products and Companies


Companies

Danone

Hero Gida Sanayi ve Ticaret AS

Hipp D?? Ticaret Ltd

Nestle

Abbott Laboratories AS.