Country Profile: Ice Cream Sector in Turkey

Country Profile: Ice Cream Sector in Turkey


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Executive Summary

Country Profile: Ice Cream Sector in Turkey

Summary

Increasing disposable income, growing middle class and changing lifestyles are driving the growth of the Ice Cream sector in Turkey. The sector is led by the Take-Home and Bulk Ice Cream market, while the Impulse Ice Cream-Single Serve market is expected to register the fastest growth during 2016-2021, in value terms. On-trade transactions account for majority share in the distribution of Ice cream sector in the country. Flexible Packaging is the most commonly used package material, which is expected to register fastest growth during 2016-2021. Unilever and Yildiz Holding AS are the leading players in the sector.

GlobalData's Country Profile report on the Ice Cream sector in Turkey provides insights on high growth markets to target, trends in the usage of package materials, category level distribution channel data and market share of brands.

What else is contained?

Market data: Overall market value and volume data with growth analysis for 2011-2021. The overall market value and volume included in the report is split on the basis of On-trade and Off-trade

Category coverage: Value and growth analysis for Artisanal Ice Cream, Impulse Ice Cream-Single Serve, and Take-Home and Bulk Ice Cream with inputs on individual category share within each market and the change in their market share forecast for 2016-2021

Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016

Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Cash & Carries and warehouse Clubs, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others

Packaging data: consumption breakdown for package materials and pack types in each market, in terms of percentage share of number of units sold. Package material data for Glass, Flexible Packaging, Paper & Board, Rigid Plastics, and others; Pack data for: Carton, Film, Bag/Sachet, Tub, Wrapper, Bottle, and Tube.

Scope

The per capita consumption of Ice Cream is lower in Turkey compared to the global and regional levels

Per capita consumption in the Take-Home and Bulk Ice Cream market is noticeably higher compared to other markets in Turkey

On-trade transactions account for the leading share in the distribution of Ice Cream products in Turkey

Unilever leads the Turkish Ice Cream sector

Flexible Packaging is the most commonly used package material in the Turkish Ice Cream sector

Reasons to buy

Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities

Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning

Manufacturers can identify the opportunities to position products with H&W attributes/benefits

Access the key and most influential consumer trends driving Ice Cream products consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target

Our team of analysts have placed a significant emphasis on changes expected in the market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion

The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector

Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.



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Table of Contents

1. Report Scope 1

2. Executive summary 3

3. Turkey in the global and regional context 5

3.1. Turkey's share in the Global and Eastern EuropeanIce Cream sector 5

3.2. Turkey compared to other leadingcountries in Eastern Europe 6

4. Market size analysis-Ice Cream sector 7

4.1. Value and volume analysis-Ice Cream sector in Turkey 7

4.2. Per capita consumption -Turkey compared to Eastern Europe and globally 8

4.3. Extent to which consumers are trading up/down-Off-trade 9

4.4. Extent to which consumers are trading up/down-On-trade 10

4.5. Value and volume analysisby markets in the Ice Cream sector 11

4.6. Growth analysis by markets 12

5. Market and category analysis 13

5.1. Per capita consumption analysis by markets 13

5.2. Market analysis: Artisanal Ice Cream 14

5.3. Market analysis: Impulse Ice Cream-Single Serve 15

5.4. Market analysis: Take-Home and Bulk Ice Cream 18

6. Distribution analysis 21

6.1. Distribution channel share analysis: Ice Cream sector 21

6.2. Distribution channel share analysis: Artisanal Ice Cream 22

6.3. Distribution channel share analysis: Impulse Ice Cream-Single Serve 23

6.4. Distribution channel share analysis: Take-Home and Bulk Ice Cream 24

7. Competitive landscape 25

7.1. Brand share analysis by sector 25

7.2. Brand share analysis by markets 27

7.3. Brand share analysis by category 29

7.3.1. Impulse Ice Cream-Single Serve 29

7.3.2. Take-Home and Bulk Ice Cream 30

8. Health & Wellness analysis 32

8.1. Market size analysis by Health & Wellness claims 32

8.2. Market share analysis-Health & Wellness product attributes 33

8.3. Market size analysis-Health & Wellness consumer benefits 35

9. Packaging analysis 37

9.1. Packaging share and growth analysis by package material 37

9.2. Packaging share analysis by package material 38

9.3. Packaging share and growth analysis by pack type 39

9.4. Packaging share analysis by pack type 40

9.5. Packaging share and growth analysis by closure type 41

9.6. Packaging share analysis by closure type 42

9.7. Packaging share and growth analysis by primary outer type 43

9.8. Packaging share analysis by primary outer type 44

10. Macroeconomic analysis 45

10.1. GDP per Capita 48

10.2. Population and population growth 49

10.3. Consumer Price Index 50

10.4. Population breakdown by age 51

11. Consumergraphics 52

11.1. Consumption by Gender 52

11.2. Consumption by Age 53

11.3. Consumption by Education 54

11.4. Consumption by Degree of Urbanization 55

12. Methodology 56

13. Definitions 58

14. Appendix 69

15. About GlobalData 82

16. Disclaimer 83

17. Contact Us 84

List of Figures

Figure 1: Turkey compared to the other top four countries in Eastern Europe-market size, growth, and competitive landscape 6

Figure 2: Market size analysis by value and volume, Ice Cream sector, 2011-2021 7

Figure 3: Per capita consumption in Turkey compared to global and Eastern European average, 2011-2021 8

Figure 4: Degree of trading up/down in the Turkish Ice Cream sector-Off-trade, 2015-2016 9

Figure 5: Degree of trading up/down in the Turkish Ice Cream sector-On-trade, 2015-2016 10

Figure 6: Value and volume growth analysis by markets, 2016-2021 11

Figure 7: Per capita consumption (by markets) in Turkey compared to global and Eastern European average, 2016 13

Figure 8: Value and volume growth analysis, Artisanal Ice Cream market, 2011-2021 14

Figure 9: Value and volume growth analysis, Impulse Ice Cream-Single Serve market, 2011-2021 15

Figure 10: Value and volume growth analysis, Take-Home and Bulk Ice Cream market, 2011-2021 18

Figure 11: Distribution channel share, Ice Cream sector, 2011-2016 21

Figure 12: Distribution channel share, Artisanal Ice Cream market, 2011-2016 22

Figure 13: Distribution channel share, Impulse Ice Cream-Single Serve market, 2011-2016 23

Figure 14: Distribution channel share, Take-Home and Bulk Ice Cream market, 2011-2016 24

Figure 15: Leading brands in the Turkish Ice Cream sector, value and volume share, 2016 25

Figure 16: Leading brands in the Impulse Ice Cream-Single Serve market, value and volume share, 2016 27

Figure 17: Leading brands in the Take-Home and Bulk Ice Cream market, value and volume share, 2016 28

Figure 18: Value of Health & Wellness claims by market, USD million, 2016-2021 32

Figure 19: Value of Health & Wellness product attributes, 2016-2021 33

Figure 20: Volume of Health & Wellness product attributes, 2016-2021 34

Figure 21: Value of Health & Wellness consumer benefits, 2016-2021 35

Figure 22: Volume of Health & Wellness consumer benefits, 2016-2021 36

Figure 23: Packaging share and growth analysis by package material, 2011-2021 37

Figure 24: Use of package material by markets (in pack units), 2016 38

Figure 25: Packaging share and growth analysis by pack type, 2011-2021 39

Figure 26: Use of pack type by markets (in pack units), 2016 40

Figure 27: Packaging share and growth analysis by closure type, 2011-2021 41

Figure 28: Use of closure type by markets (in pack units), 2016 42

Figure 29: Packaging share and growth analysis by primary outer type, 2011-2021 43

Figure 30: Use of primary outer type by markets (in pack units), 2016 44

Figure 31: Relative comparison of countries based on PEST analysis 45

Figure 32: Turkey's GDP per capita, 2011-2016 48

Figure 33: Population growth in Turkey, 2011-2016 49

Figure 34: Consumer Price Index, Turkey, 2010-2016 50

Figure 35: Age Profile, Turkey, 2016 51

Figure 36: Consumption of Ice Cream by Gender, Turkey, 2016 52

Figure 37: Consumption of Ice Cream by age, Turkey, 2016 53

Figure 38: Consumption of Ice Cream by education, Turkey, 2016 54

Figure 39: Consumption of Ice Cream by urbanization, Turkey, 2016 55

Figure 40: About GlobalData 82

List of Tables

Table 1: Volume share of Turkey in the global and Eastern Europe Ice Cream sector, 2011-2021 5

Table 2: Growth analysis by markets, 2016-2021 12

Table 3: Value analysis of Impulse Ice Cream-Single Serve market by categories, 2011-2021 16

Table 4: Volume analysis of Impulse Ice Cream-Single Serve market by categories, 2011-2021 17

Table 5: Value analysis of Take-Home and Bulk Ice Cream market by categories, 2011-2021 19

Table 6: Volume analysis of Take-Home and Bulk Ice Cream market by categories, 2011-2021 20

Table 7: Brand Value and Volume-Ice Cream sector, 2016 26

Table 8: Brand Value and Volume-Impulse Ice Cream-Single Serve market, 2016 27

Table 9: Brand Value and Volume-Take-Home and Bulk Ice Cream market, 2016 28

Table 10: Brand Value and Volume-Dairy-Based category 29

Table 11: Brand Value and Volume-Water-Based category 30

Table 12: Brand Value and Volume-Dairy-Based category 30

Table 13: Brand Value and Volume-Water-Based category 31

Table 14: Consumption of Ice Cream by Gender and markets (Kg Million,2016) 52

Table 15: Consumption of Ice Cream by age and markets (Kg Million, 2016) 53

Table 16: Consumption of Ice Cream by education and markets (Kg Million, 2016) 54

Table 17: Consumption of Ice Cream by urbanization and markets (Kg Million, 2016) 55

Table 18: Market Definitions 58

Table 19: Category Definitions 59

Table 20: Channel Definitions 60

Table 21: Health & Wellness: Product Attributes-Food Minus 61

Table 22: Health & Wellness: Product Attributes-Free From 62

Table 23: Health & Wellness: Product Attributes-Functional & Fortified 63

Table 24: Health & Wellness: Product Attributes-Naturally Healthy 64

Table 25: Health & Wellness: Product Attributes-Food Intolerance 65

Table 26: Health & Wellness: Consumer Benefits-Health Management 66

Table 27: Health & Wellness: Analysis by Consumer Benefits 67

Table 28: Health & Wellness: Consumer Benefits-Performance 68

Table 29: Market Value for Artisanal Ice Cream-by category (TL Million) 2011-2021 69

Table 30: Market Value for Artisanal Ice Cream-by category ( USD Million) 2011-2021 69

Table 31: Market Volume for Artisanal Ice Cream-by category (Kg Million) 2011-2021 69

Table 32: Market Value for Impulse Ice Cream-Single Serve-by category (TL Million) 2011-2021 70

Table 33: Market Value for Impulse Ice Cream-Single Serve-by category ( USD Million) 2011-2021 70

Table 34: Market Volume for Impulse Ice Cream-Single Serve-by category (Kg Million) 2011-2021 71

Table 35: Market Value for Take-Home and Bulk Ice Cream-by category (TL Million) 2011-2021 71

Table 36: Market Value for Take-Home and Bulk Ice Cream-by category ( USD Million) 2011-2021 72

Table 37: Market Volume for Take-Home and Bulk Ice Cream-by category (Kg Million) 2011-2021 72

Table 38: Sector Value for Artisanal Ice Cream-by market (TL Million) 2011-2021 73

Table 39: Sector Value for Ice Cream-by market ( USD Million) 2011-2021 74

Table 40: Sector Volume for Ice Cream-by market (Kg Million) 2011-2021 75

Table 41: Components of change- by Market (Off-trade) 75

Table 42: Components of change- by Market (On-trade) 76

Table 43: Ice Cream Sales Distribution in Turkey- by Markets (TL Million), 2016 76

Table 44: Key Health & Wellness product attributes driving sales in Turkey (TL Million) 77

Table 45: Key Health & Wellness consumer benefits driving sales in Turkey (TL Million) 77

Table 46: Packaging Material (in Million pack units) 78

Table 47: Container Type (in Million pack units) 78

Table 48: Closure Type (in Million pack units) 79

Table 49: Primary Outer Type (in Million pack units) 79

Table 50: Exchange Rates: ( USD -TL), 2011-2021 80

Table 51: GDP Per Capita (TL) 80

Table 52: Population 80

Table 53: Consumer Price Index 81

Table 54: Age Profile (Millions of Persons) 81

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Artisanal Producers General Mills Inc. as Gida Nestle Unilever Yildiz Holding AS Fermet Food Products Industry And Trade Co. Ltd.

Turkey, Artisanal Ice Cream, Impulse Ice Cream-Single Serve, Take-Home and Bulk Ice Cream, Dairy-Based, Water-Based, Distribution, On-trade, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, channel share, brand share, market share, packaging, package materials, pack, closure, primary outer, volume share, value share

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