Country Profile: Savory Snacks Sector in Turkey

Country Profile: Savory Snacks Sector in Turkey


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Executive Summary

Country Profile: Savory Snacks Sector in Turkey

Summary

Favorable economic condition and consumers' shifting focus from unpackaged snacks products to packaged products are the primary growth drivers of the Savory Snacks sector in Turkey. Processed Snacks is the largest market in both value and volume terms, while the Nuts and Seeds market is forecast to register the fastest growth during 2016-2021, in value terms. Hypermarkets & Supermarkets is the leading channel for the distribution of savory snacks products in the country. Flexible Packaging is the most commonly used packaging material in the sector and is also forecast to register the fastest growth during 2016-2021.

GlobalData's Country Profile report on the Savory Snacks sector in Turkey provides insights on high growth markets to target, trends in the usage of package materials, pack type and closures category level distribution data and brands market shares.

What else is contained?

Market data: Overall market value and volume data with growth analysis for 2011-2021

Category coverage: Value and growth analysis for Ethnic/Traditional Snacks, Meat Snacks, Nuts and Seeds, Popcorn, Potato Chips, Pretzels, and Processed Snacks 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 Cash & Carries and warehouse Clubs, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others

Packaging data: consumption breakdown for packaging materials and containers in each market, in terms of percentage share of number of units sold. Packaging material data for Glass, Flexible Packaging, Paper & Board, Rigid Plastics, and others; container data for: Film, Bag/Sachet, Tub, Box, Pouch, and Tin.

Scope

The Savory Snacks sector in Turkey is forecast to grow at a CAGR of 8.4% in value terms during 2016-2021.

Processed Snacks is the largest market in both value and volume terms in the Turkish Savory Snacks sector.

Hypermarkets & Supermarkets is the largest distribution channel, followed by Convenience Stores.

Tadim is the leading brand in both value and volume terms in Turkey's Savory Snacks sector.

Flexible Packaging is the most commonly used package material in the Turkish Savory Snacks 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 Savory Snacks 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 European Savory Snacks sector 5

3.2. Turkey compared to other leading countries in Eastern Europe 6

4. Market size analysis-Savory Snacks sector 7

4.1. Value and volume analysis-Savory Snacks 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 9

4.4. Value and volume analysis of markets in the Savory Snacks sector 10

4.5. Growth analysis by markets 11

5. Market and category analysis 12

5.1. Per capita consumption analysis by markets 12

5.2. Market analysis: Ethnic/Traditional Snacks 13

5.3. Market analysis: Meat Snacks 14

5.4. Market analysis: Nuts and Seeds 15

5.5. Market analysis: Popcorn 17

5.6. Market analysis: Potato Chips 19

5.7. Market analysis: Pretzels 20

5.8. Market analysis: Processed Snacks 21

6. Distribution analysis 24

6.1. Distribution channel share analysis: Savory Snacks 24

6.2. Distribution channel share analysis: Ethnic/Traditional Snacks 25

6.3. Distribution channel share analysis: Meat Snacks 26

6.4. Distribution channel share analysis: Nuts and Seeds 27

6.5. Distribution channel share analysis: Popcorn 28

6.6. Distribution channel share analysis: Potato Chips 29

6.7. Distribution channel share analysis: Pretzels 30

6.8. Distribution channel share analysis: Processed Snacks 31

7. Competitive landscape 32

7.1. Brand share analysis by sector 32

7.2. Brand share analysis by markets 34

7.3. Brand share analysis by category 38

7.3.1. Nuts and Seeds 38

7.3.2. Popcorn 39

7.3.3. Processed Snacks 40

7.4. Private label share analysis 42

8. Health & Wellness analysis 44

8.1. Market size analysis by Health & Wellness claims 44

8.2. Market share analysis-Health & Wellness product attributes 45

8.3. Market size analysis-Health & Wellness consumer benefits 47

9. Packaging analysis 49

9.1. Packaging share and growth analysis by package material 49

9.2. Packaging share analysis by package material 50

9.3. Packaging share and growth analysis by pack type 51

9.4. Packaging share analysis by pack type 52

9.5. Packaging share and growth analysis by closure type 53

9.6. Packaging share analysis by closure type 54

9.7. Packaging share and growth analysis by primary outer type 55

9.8. Packaging share analysis by primary outer type 56

10. Macroeconomic analysis 57

10.1. GDP per Capita 60

10.2. Population and population growth 61

10.3. Consumer Price Index 62

10.4. Population breakdown by age 63

11. Consumergraphics 64

11.1. Consumption by Gender 64

11.2. Consumption by Age 65

11.3. Consumption by Education 66

11.4. Consumption by Urbanization 67

12. Methodology 69

13. Definitions 70

14. Appendix 81

15. About GlobalData 96

16. Disclaimer 97

17. Contact Us 98

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, Savory Snacks 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 Savory Snacks sector, 2015-2016 9

Figure 5: Value and volume growth analysis by markets, 2016-2021 10

Figure 6: Per capita consumption (by markets) in Turkey compared to global and Eastern European average, 2016 12

Figure 7: Value and volume growth analysis, Ethnic/Traditional Snacks market, 2011-2021 13

Figure 8: Value and volume growth analysis, Meat Snacks market, 2011-2021 14

Figure 9: Value and volume growth analysis, Nuts and Seeds market, 2011-2021 15

Figure 10: Value and volume growth analysis, Popcorn market, 2011-2021 17

Figure 11: Value and volume growth analysis, Potato Chips market, 2011-2021 19

Figure 12: Value and volume growth analysis, Pretzels market, 2011-2021 20

Figure 13: Value and volume growth analysis, Processed Snacks market, 2011-2021 21

Figure 14: Distribution channel share, Savory Snacks, 2011-2016 24

Figure 15: Distribution channel share, Ethnic/Traditional Snacks market, 2011-2016 25

Figure 16: Distribution channel share, Meat Snacks market, 2011-2016 26

Figure 17: Distribution channel share, Nuts and Seeds market, 2011-2016 27

Figure 18: Distribution channel share, Popcorn market, 2011-2016 28

Figure 19: Distribution channel share, Potato Chips market, 2011-2016 29

Figure 20: Distribution channel share, Pretzels market, 2011-2016 30

Figure 21: Distribution channel share, Processed Snacks market, 2011-2016 31

Figure 22: Leading brands in the Turkish Savory Snacks sector, value and volume share, 2016 32

Figure 23: Leading brands in the Nuts and Seeds market, value and volume share, 2016 34

Figure 24: Leading brands in the Popcorn market, value and volume share, 2016 35

Figure 25: Leading brands in the Potato Chips market, value and volume share, 2016 36

Figure 26: Leading brands in the Processed Snacks market, value and volume share, 2016 37

Figure 27: Private label penetration by markets (value terms), 2016 42

Figure 28: Growth analysis, private label and brands, (2011-2016) 43

Figure 29: Value of Health & Wellness claims by market, USD million, 2016-2021 44

Figure 30: Value analysis by Health & Wellness product attributes, 2016 45

Figure 31: Volume analysis by Health & Wellness product attributes, 2016 46

Figure 32: Value analysis by Health & Wellness consumer benefits, 2016 47

Figure 33: Volume analysis by Health & Wellness consumer benefits, 2016 48

Figure 34: Packaging share and growth analysis by package material, 2011-2021 49

Figure 35: Use of package material by markets (in pack units), 2016 50

Figure 36: Packaging share and growth analysis by pack type, 2011-2021 51

Figure 37: Use of pack type by markets (in pack units), 2016 52

Figure 38: Packaging share and growth analysis by closure type, 2011-2021 53

Figure 39: Use of closure type by markets (in pack units), 2016 54

Figure 40: Packaging share and growth analysis by primary outer type, 2011-2021 55

Figure 41.1: Relative comparison of countries based on PEST analysis 57

Figure 42: Turkey's GDP per capita, 2011-2016 60

Figure 43: Population growth in Turkey, 2011-2016 61

Figure 44: Consumer Price Index, Turkey, 2010-2016 62

Figure 45: Age Profile, Turkey, 2016 63

Figure 46: Consumption of Savory Snacks by Gender, Turkey, 2016 64

Figure 47: Consumption of Savory Snacks by age, Turkey, 2016 65

Figure 48: Consumption of Savory Snacks by education, Turkey, 2016 66

Figure 49: Consumption of Savory Snacks by urbanization, Turkey, 2016 67

Figure 50: About GlobalData 96

List of Tables

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

Table 2: Growth analysis by markets, 2016-2021 11

Table 3: Value analysis by of Nuts and Seeds market categories, 2011-2021 16

Table 4: Volume analysis of Nuts and Seeds market by categories, 2011-2021 16

Table 5: Value analysis of Popcorn market by categories, 2011-2021 18

Table 6: Volume analysis of Popcorn market by categories, 2011-2021 18

Table 7: Value analysis of Processed Snacks market by categories, 2011-2021 22

Table 8: Volume analysis of Processed Snacks market by categories, 2011-2021 23

Table 9: Brand Value and Volume-Savory Snacks sector, 2016 33

Table 10: Brand Value and Volume-Nuts and Seeds market, 2016 34

Table 11: Brand Value and Volume-Popcorn market, 2016 35

Table 12: Brand Value and Volume-Potato Chips market, 2016 36

Table 13: Brand Value and Volume-Processed Snacks market, 2016 37

Table 14: Brand Value and Volume-Peanuts category 38

Table 15: Brand Value and Volume-Other Nuts and Seeds category 38

Table 16: Brand Value and Volume-Microwaveable Popcorn category 39

Table 17: Brand Value and Volume-Ready-to-Eat Popcorn category, 2016 39

Table 18: Brand Value and Volume-Unpopped Corn category, 2016 39

Table 19: Brand Value and Volume-Corn Chips category, 2016 40

Table 20: Brand Value and Volume-Extruded Snacks category, 2016 40

Table 21: Brand Value and Volume-Pork Scratchings category, 2016 40

Table 22: Brand Value and Volume-Tortilla Chips category, 2016 41

Table 23: Use of primary outer type by markets (in pack units), 2016 56

Table 24: Consumption of Savory Snacks by Gender and markets (Kg Million, 2016) 64

Table 25: Consumption of Savory Snacks by age and markets (Kg Million, 2016) 65

Table 26: Consumption of Savory Snacks by education and markets (Kg Million, 2016) 66

Table 27: Consumption of Savory Snacks by urbanization and markets (Kg Million, 2016) 67

Table 28: Market Definitions 70

Table 29: Category Definitions 71

Table 30: Channel Definitions 72

Table 31: Health & Wellness: Product Attributes-Food Minus 73

Table 32: Health & Wellness: Product Attributes-Free From 74

Table 33: Health & Wellness: Product Attributes-Functional & Fortified 75

Table 34: Health & Wellness: Product Attributes-Naturally Healthy 76

Table 35: Health & Wellness: Product Attributes-Food Intolerance 77

Table 36: Health & Wellness: Consumer Benefits-Health Management 78

Table 37: Health & Wellness: Analysis by Consumer Benefits 79

Table 38: Health & Wellness: Consumer Benefits-Performance 80

Table 39: Market Value for Ethnic/Traditional Snacks-by category (TL Million) 2011-2021 81

Table 40: Market Value for Ethnic/Traditional Snacks-by category ( USD Million) 2011-2021 81

Table 41: Market Volume for Ethnic/Traditional Snacks-by category (Kg Thousand) 2011-2021 81

Table 42: Market Value for Meat Snacks-by category (TL Million) 2011-2021 82

Table 43: Market Value for Meat Snacks-by category ( USD Million) 2011-2021 82

Table 44: Market Volume for Meat Snacks-by category (Kg Thousand) 2011-2021 82

Table 45: Market Value for Nuts and Seeds-by category (TL Million) 2011-2021 83

Table 46: Market Value for Nuts and Seeds-by category ( USD Million) 2011-2021 83

Table 47: Market Volume for Nuts and Seeds-by category (Kg Million) 2011-2021 84

Table 48: Market Value for Popcorn-by category (TL Million) 2011-2021 84

Table 49: Market Value for Popcorn-by category ( USD Million) 2011-2021 85

Table 50: Market Volume for Popcorn-by category (Kg Million) 2011-2021 85

Table 51: Market Value for Potato Chips-by category (TL Million) 2011-2021 86

Table 52: Market Value for Potato Chips-by category ( USD Million) 2011-2021 86

Table 53: Market Volume for Potato Chips-by category (Kg Million) 2011-2021 86

Table 54: Market Value for Pretzels-by category (TL Million) 2011-2021 87

Table 55: Market Value for Pretzels-by category ( USD Million) 2011-2021 87

Table 56: Market Volume for Pretzels-by category (Kg Million) 2011-2021 87

Table 57: Market Value for Processed Snacks-by category (TL Million) 2011-2021 88

Table 58: Market Value for Processed Snacks-by category ( USD Million) 2011-2021 88

Table 59: Market Volume for Processed Snacks-by category (Kg Million) 2011-2021 89

Table 60: Components of change-by Market 89

Table 61: Savory Snacks Sales Distribution in Turkey-by Markets (TL Million), 2016 90

Table 62: Key Health & Wellness product attributes driving sales in Turkey (TL Million) 91

Table 63: Key Health & Wellness product attributes driving sales in Turkey (TL Million) 91

Table 64: Packaging Material (in Million pack units) 92

Table 65: Pack Type (in Million pack units) 92

Table 66: Closure Type (in Million pack units) 93

Table 67: Primary Outer Type (in Million pack units) 93

Table 68: Exchange Rates: ( USD -TL), 2011-2021 94

Table 69: GDP Per Capita (TL) 94

Table 70: Population 94

Table 71: Consumer Price Index 94

Table 72: Age Profile (Millions of Persons) 95

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Malatya Pazari Papagan Kuruyemis Peyman Gida Saracoglu Nuts Snacks and Food Ltd. Co. Tadim Gida Weaver Popcorn Company Inc. AY-POP Food Industry. Ve Tic. Ltd. Sti. PepsiCo DOGUS YIYECEK VE IcEcEK Kraft Foods Mondelez International Inc The Kellogg Company The Procter & Gamble Company

Turkey, Ethnic/Traditional Snacks, Meat Snacks, Nuts and Seeds, Popcorn, Potato Chips, Pretzels, and Processed Snacks, 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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