Summary
The Turkish Prepared Meals sector has a very small value share globally at 0.1% in 2016.The rising urbanization rates, increasing number of women at work place and changing eating patterns are expected to boost the demand for Prepared Meals in Turkey by 2021. Of the three markets in the sector, Ready Meals is the largest in both value and volume terms. Hypermarkets & Supermarkets accounted for the largest share of distribution in the country, while Rigid Plastics remained most commonly used packaging material in the sector. Pinar and Iglo are the leading market players in the Prepared Meals sector.
GlobalData’s Country Profile report on the Prepared Meals sector in Turkey provides insights on high growth categories to target, trends in the usage of packaging materials, types 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 2016-2021
- Category coverage: Value and growth analysis for Meal Kits, Pizza and Ready Meals with inputs on individual segment share within each category 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: Value shares within each category through channels such as Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists and more
- Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for flexible packaging, rigid plastics and rigid metal; container data for: Bag/Sachet, film, trays, tubs, and others.
Scope
- The Prepared Meals sector in Turkey is forecast to grow at 2.3% in value terms during 2016-2021
- Ready Meals is the largest market in the Prepared Meals sector in value and volume terms
- Hypermarkets & Supermarkets is the largest distribution channel, followed by Convenience Stores and Food & Drinks Specialists
- Pinar is the leading brand in the Prepared Meals sector in value terms
- Rigid Plastics is the most commonly used packaging material followed by Rigid Metal
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 Prepared Meals 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.
Companies Mentioned
Dr. August Oetker Kg
Kerevitas Gida Sanayi ve Ticaret A. S.
Yasar Holding A.S.
Yildiz Holding A.S
Ozgorkey Gida Urunleri San Ve Tic As
Istambul Gida San Ve Tic As
KORHAN PAZARLAMA VE DIS TIC. A.S.
Koc Holding
Lyra Gida San. inc.
Penguen Gida As
Tamek
Tukas Turgutlu Konservecilik AS
Kamer Holding
H. J. Heinz Company
Iglo Foods Group Ltd
'
Table of Contents
1. REPORT SCOPE 5
2. EXECUTIVE SUMMARY 6
3. TURKEY IN ITS REGIONAL CONTEXT 7
3.1 TURKEY’S MARKET SHARE IN THE GLOBAL AND EASTERN EUROPE PREPARED MEALS SECTOR 7
3.2 TURKEY COMPARED TO OTHER MAJOR COUNTRIES IN THE EASTERN EUROPE REGION 8
4. MARKET SIZE ANALYSIS - PREPARED MEALS SECTOR 9
4.1 VALUE AND VOLUME ANALYSIS - PREPARED MEALS SECTOR IN TURKEY 9
4.2 PER CAPITA CONSUMPTION ANALYSIS - TURKEYCOMPARED TO THE GLOBAL AND EASTERN EUROPE REGION 10
4.3 EXTENT TO WHICH CONSUMERS ARE TRADING UP/DOWN IN THE TURKISH PREPARED MEALS SECTOR 11
4.4 MARKET SIZE AND GROWTH ANALYSIS BY PREPARED MEALS MARKETS 12
4.5 GROWTH ANALYSIS BY MARKETS 13
5. MARKET AND CATEGORY ANALYSIS 14
5.1 PER CAPITA CONSUMPTION ANALYSIS BY MARKETS 14
5.2 MARKET ANALYSIS: MEAL KITS 15
5.3 MARKET ANALYSIS: PIZZA 18
5.4 MARKET ANALYSIS: READY MEALS 20
6. DISTRIBUTION ANALYSIS 23
6.1. DISTRIBUTION CHANNEL SHARE ANALYSIS: PREPARED MEALS 23
6.2. DISTRIBUTION CHANNEL SHARE ANALYSIS: MEAL KITS 24
6.3. DISTRIBUTION CHANNEL SHARE ANALYSIS: PIZZA 25
6.4. DISTRIBUTION CHANNEL SHARE ANALYSIS: READY MEALS 26
7. COMPETITIVE LANDSCAPE 27
7.1. BRAND SHARE ANALYSIS BY SECTOR 27
7.2. BRAND SHARE ANALYSIS BY MARKETS 29
7.3. BRAND SHARE ANALYSIS BY CATEGORY 31
7.3.1. Pizza 31
7.3.2. Ready Meals 32
7.4. PRIVATE LABEL SHARE ANALYSIS 34
8. PACKAGING ANALYSIS 36
8.1. PACKAGING SHARE AND GROWTH ANALYSIS BY PACKAGING MATERIAL IN THE PREPARED MEALS SECTOR 36
8.2. PACKAGING SHARE ANALYSIS BY PACKAGING MATERIAL IN PREPARED MEALS MARKETS 37
8.3. PACKAGING SHARE AND GROWTH ANALYSIS BY CONTAINER TYPE IN THE PREPARED MEALS SECTOR 38
8.4. PACKAGING SHARE ANALYSIS BY CONTAINER TYPE IN PREPARED MEALS MARKETS 39
8.5. PACKAGING SHARE AND GROWTH ANALYSIS BY CLOSURE TYPE IN THE PREPARED MEALS SECTOR 40
8.6. PACKAGING SHARE ANALYSIS BY CLOSURE TYPE IN PREPARED MEALS MARKETS 41
8.7. PACKAGING SHARE AND GROWTH ANALYSIS BY OUTER TYPE IN THE PREPARED MEALS SECTOR 42
8.8. PACKAGING SHARE ANALYSIS BY OUTER TYPE IN PREPARED MEALS MARKETS 43
9. MACROECONOMIC ANALYSIS 44
9.1. GDP PER CAPITA 47
9.2. POPULATION AND POPULATION GROWTH 48
9.3. CONSUMER PRICE INDEX 49
9.4. POPULATION BREAKDOWN BY AGE 50
METHODOLOGY 51
DEFINITIONS 52
APPENDIX 55
ABOUT GLOBALDATA 69
DISCLAIMER 70
CONTACT US 71
List of Tables
TABLE 1: GROWTH ANALYSIS BY MARKETS, 2016-2021 13
TABLE 2: BRAND VALUE AND VOLUME- PREPARED MEALS SECTOR 28
TABLE 3: BRAND VALUE AND VOLUME-PIZZA MARKET 29
TABLE 4:BRAND VALUE AND VOLUME-READY MEALS MARKET 30
TABLE 5: BRAND VALUE AND VOLUME-CHILLED PIZZA CATEGORY 31
TABLE 6: BRAND VALUE AND VOLUME-FROZEN PIZZA CATEGORY 31
TABLE 7: BRAND VALUE AND VOLUME-AMBIENT READY MEALS CATEGORY 32
TABLE 8: BRAND VALUE AND VOLUME-CHILLED READY MEALS CATEGORY 32
TABLE 9: BRAND VALUE AND VOLUME-DRIED READY MEALS CATEGORY 32
TABLE 10: BRAND VALUE AND VOLUME-FROZEN READY MEALS CATEGORY 33
TABLE 11: RELATIVE COMPARISON OF COUNTRIES BASED ON PEST ANALYSIS 44
TABLE 12: MARKET DEFINITIONS 52
TABLE 13: CATEGORY DEFINITIONS 52
TABLE 14: CHANNEL DEFINITIONS 54
TABLE 15: MARKET VALUE-BY CATEGORY (TLMILLION), 2011-2021 55
TABLE 16:MARKET VALUE-BY CATEGORY (US$ MILLIONS), 2011-2021 55
TABLE 17: MARKET VOLUME-BY CATEGORY (KG MILLION),2011-2021 56
TABLE 18: COMPONENTS OF CHANGE-BY MARKET 58
TABLE 19: PREPARED MEALS SALES DISTRIBUTION IN TURKEY-BY MARKET (TL MILLION), 2016 58
TABLE 20: BRAND VALUE AND VOLUME- PREPARED MEALS SECTOR 59
TABLE 21: BRAND VALUE AND VOLUME-PIZZA MARKET 60
TABLE22:BRAND VALUE AND VOLUME-READY MEALS MARKET 61
TABLE 23: BRAND VALUE AND VOLUME-CHILLED PIZZA CATEGORY 62
TABLE 24: BRAND VALUE AND VOLUME-FROZEN PIZZA CATEGORY 62
TABLE 25: BRAND VALUE AND VOLUME-AMBIENT READY MEALS CATEGORY 63
TABLE 26: BRAND VALUE AND VOLUME-CHILLED READY MEALS CATEGORY 63
TABLE 27: BRAND VALUE AND VOLUME-DRIED READY MEALS CATEGORY 64
TABLE 28: BRAND VALUE AND VOLUME-FROZEN READY MEALS CATEGORY 64
TABLE 29: PACKAGING MATERIAL (IN MILLION PACK UNITS) 65
TABLE 30: CONTAINER TYPE (IN MILLION PACK UNITS) 65
TABLE 31: CLOSURE TYPE (IN MILLION PACK UNITS) 66
TABLE 32: OUTER TYPE (IN MILLION PACK UNITS) 66
TABLE 33: EXCHANGE RATES: (US$-TL), 2011-2021 67
TABLE 34: GDP PER CAPITA (TL) 67
TABLE 35: POPULATION 67
TABLE 36: CONSUMER PRICE INDEX 67
TABLE 37: AGE PROFILE (MILLIONS OF PERSONS) 68
List of Figures
FIGURE 1: VALUE SHARE OF TURKEY IN THE GLOBAL AND EASTERN EUROPE PREPARED MEALS SECTOR, 2011-2021 7
FIGURE 2: TURKEYCOMPARED TO OTHER TOP FOUR COUNTRIES - MARKET SIZE, GROWTH AND COMPETITIVE LANDSCAPE 8
FIGURE 3: MARKET SIZE ANALYSIS BY VALUE AND VOLUME, PREPARED MEALS SECTOR, 2011-2021 9
FIGURE 4: ANNUAL PER CAPITA CONSUMPTION OF PREPARED MEALS-TURKEY COMPARED TO GLOBAL AND EASTERN EUROPE 2011-2021 10
FIGURE 5: DEGREE OF TRADING UP/DOWN IN THE TURKISH PREPARED MEALS SECTOR, 2015-2016 11
FIGURE 6: VALUE AND VOLUME GROWTH ANALYSIS BY MARKETS, 2016-2021 12
FIGURE 7: ANNUAL PER CAPITA CONSUMPTION BY MARKETS, 2016-TURKEY COMPARED TO THE GLOBAL AND EASTERN EUROPE CONSUMPTION 14
FIGURE 8: GROWTH ANALYSIS BY VALUE AND VOLUME IN THE MEAL KITS MARKET, 2011-2021 15
FIGURE 9: VALUE ANALYSIS BY CATEGORIES, 2011-2021 16
FIGURE 10: VOLUME ANALYSIS BY CATEGORIES, 2011-2021 17
FIGURE 11: VALUE AND VOLUME GROWTH ANALYSIS, PIZZA MARKET, 2011-2021 18
FIGURE 12: VALUE ANALYSIS BY CATEGORIES, 2011-2021 19
FIGURE 13: VOLUME ANALYSIS BY CATEGORIES, 2011-2021 19
FIGURE 14: VALUE AND VOLUME GROWTH ANALYSIS, READY MEALS MARKET, 2011-2021 20
FIGURE 15: VALUE ANALYSIS BY CATEGORIES, 2011-2021 21
FIGURE 16: VOLUME ANALYSIS BY CATEGORIES, 2011-2021 22
FIGURE 17: DISTRIBUTION CHANNEL SHARE, PREPARED MEALS, 2011-2016 23
FIGURE 18: DISTRIBUTION CHANNEL SHARE, MEAL KITS, 2011-2016 24
FIGURE 19: DISTRIBUTION CHANNEL SHARE, PIZZA MARKET, 2011-2016 25
FIGURE 20: DISTRIBUTION CHANNEL SHARE, READY MEALS, 2011-2016 26
FIGURE 21: LEADING BRANDS IN THE TURKISH PREPARED MEALS SECTOR, VALUE AND VOLUME SHARE, 2016 27
FIGURE 22: LEADING BRANDS IN THE PIZZA MARKET, VALUE AND VOLUME SHARE, 2016 29
FIGURE 23: LEADING BRANDS IN THE READY MEALS MARKET, VALUE AND VOLUME SHARE, 2016 30
FIGURE 24: PRIVATE LABEL PENETRATION BY MARKETS (VALUE TERMS), 2016 34
FIGURE 25: GROWTH ANALYSIS, PRIVATE LABEL AND BRANDS (2011-2016) 35
FIGURE 26: PACKAGING SHARE AND GROWTH ANALYSIS BY PACKAGING MATERIAL, 2011-2021 36
FIGURE 27: USE OF PACKAGING MATERIAL BY MARKETS (IN PACK UNITS), 2016 37
FIGURE 28: PACKAGING SHARE AND GROWTH ANALYSIS BY CONTAINER TYPE, 2011-2021 38
FIGURE 29: USE OF CONTAINER TYPE BY MARKETS (IN PACK UNITS), 2016 39
FIGURE 30: PACKAGING SHARE AND GROWTH ANALYSIS BY CLOSURE TYPE, 2011-2021 40
FIGURE 31: USE OF CLOSURE TYPE BY MARKETS (IN PACK UNITS), 2016 41
FIGURE 32: PACKAGING SHARE AND GROWTH ANALYSIS BY OUTER TYPE, 2011-2021 42
FIGURE 33: USE OF OUTER TYPE BY MARKETS (IN PACK UNITS), 2016 43
FIGURE 34: TURKEY’S GDP PER CAPITA, 2011-2016 47
FIGURE 35: POPULATION GROWTH IN TURKEY, 2011-2016 48
FIGURE 36: CONSUMER PRICE INDEX, TURKEY, 2011-2016 49
FIGURE 37: AGE PROFILE, TURKEY, 2016 50
