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PUBLISHER: Euromonitor International | PRODUCT CODE: 1058789

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PUBLISHER: Euromonitor International | PRODUCT CODE: 1058789

Health and Wellness in Turkey

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PAGES: 95 Pages
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In 2021, health and wellness packaged food and beverages in Turkey achieved positive volume and value growth rates. In the wake of the COVID-19 health crisis, consumers adapted their diets to become healthier and preferred food and beverages with additional health benefits. Additionally, due to the extended lockdowns in the country, people were confined to the home and had concerns over gaining weight, which led to greater demand for reduced sugar products.

Euromonitor International's Health and Wellness in Turkey report tracks the developments of health-associated product types and the healthy-option positioning of competing brands across different food sectors. It provides the latest retail sales data 2017-2021, allowing you to compare health and wellness categories with each other or in the context of the total market for a sector. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, legislative context or lifestyle influences. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Focus Categories by Key Functional Ingredients, Health and Wellness by Category, Health and Wellness by Type, Health Wellness by Prime Positioning.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Health and Wellness market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market's major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.
Product Code: HWFBTR

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

  • Health and wellness in 2021: The big picture
  • 2021 key trends
  • Competitive landscape
  • Retailing developments
  • What next for health and wellness?

MARKET DATA

  • Table 1 Sales of Health and Wellness by Type: Value 2016-2021
  • Table 2 Sales of Health and Wellness by Type: % Value Growth 2016-2021
  • Table 3 Sales of Health and Wellness by Category: Value 2016-2021
  • Table 4 Sales of Health and Wellness by Category: % Value Growth 2016-2021
  • Table 5 Sales of Health and Wellness by Prime Positioning: Value 2016-2021
  • Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2016-2021
  • Table 7 NBO Company Shares of Health and Wellness: % Value 2017-2021
  • Table 8 LBN Brand Shares of Health and Wellness: % Value 2018-2021
  • Table 9 Distribution of Health and Wellness by Format: % Value 2016-2021
  • Table 10 Distribution of Health and Wellness by Format and Category: % Value 2021
  • Table 11 Forecast Sales of Health and Wellness by Type: Value 2021-2026
  • Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2021-2026
  • Table 13 Forecast Sales of Health and Wellness by Category: Value 2021-2026
  • Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2021-2026
  • Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2021-2026
  • Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2021-2026

DISCLAIMER

SOURCES

  • Summary 1 Research Sources

BETTER FOR YOU BEVERAGES IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Demand for BFY beverages increases due to growing health concerns
  • On-trade sales of BFY beverages recovers as consumers spend more time outdoors in 2021
  • Average unit prices rise due to depreciation

PROSPECTS AND OPPORTUNITIES

  • Supported by the health and wellness trend, BFY beverages is anticipated to demonstrate positive growth in the forecast period
  • Companies to invest in promotional and marketing activities
  • Discounters and e-commerce set to increase their value share

CATEGORY DATA

  • Table 17 Sales of BFY Beverages by Category: Value 2016-2021
  • Table 18 Sales of BFY Beverages by Category: % Value Growth 2016-2021
  • Table 19 NBO Company Shares of BFY Beverages: % Value 2017-2021
  • Table 20 LBN Brand Shares of BFY Beverages: % Value 2018-2021
  • Table 21 Distribution of BFY Beverages by Format: % Value 2016-2021
  • Table 22 Forecast Sales of BFY Beverages by Category: Value 2021-2026
  • Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2021-2026

FORTIFIED/FUNCTIONAL BEVERAGES IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Consumer demand for fortified and functional beverages increased during the COVID-19 pandemic
  • Perceived as a healthier alternative to soft drinks, FF bottled water benefits from the health and wellness trend
  • The average unit prices of FF beverages sees double digit growth in 2021

PROSPECTS AND OPPORTUNITIES

  • FF beverages has a good potential for growth over the forecast period
  • FF beverage offering expected to increase over the forecast period
  • E-commerce and discounters increase their value shares

CATEGORY DATA

  • Table 24 Sales of Fortified/Functional Beverages by Category: Value 2016-2021
  • Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2016-2021
  • Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2016-2021
  • Table 27 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2016-2021
  • Table 28 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2016-2021
  • Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2017-2021
  • Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2018-2021
  • Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2016-2021
  • Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2021-2026
  • Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2021-2026

NATURALLY HEALTHY BEVERAGES IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Home-centred lifestyle leads to increased demand for NH bottled water
  • Increased health consciousness benefits the sales of NH beverages
  • On-trade sales of NH beverages recover as foodservice establishments reopen

PROSPECTS AND OPPORTUNITIES

  • The health and wellness trend will continue to benefit sales of NH beverages
  • Companies are likely to innovate by reducing the sugar content in their beverages or by opting for natural sweeteners
  • The discounters and e-commerce channels are forecasted to see an increase in value share

CATEGORY DATA

  • Table 34 Sales of NH Beverages by Category: Value 2016-2021
  • Table 35 Sales of NH Beverages by Category: % Value Growth 2016-2021
  • Table 36 NBO Company Shares of NH Beverages: % Value 2017-2021
  • Table 37 LBN Brand Shares of NH Beverages: % Value 2018-2021
  • Table 38 Distribution of NH Beverages by Format: % Value 2016-2021
  • Table 39 Forecast Sales of NH Beverages by Category: Value 2021-2026
  • Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2021-2026

ORGANIC BEVERAGES IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Organic tea dominates organic beverages sales
  • Organic beverages remain a niche product due to lack of exposure
  • E-commerce continues to register strong growth as consumers appreciate the convenience it offers

PROSPECTS AND OPPORTUNITIES

  • Organic beverages to benefit from higher disposable incomes and greater health consciousness
  • Companies are expected to intensify marketing campaigns for organic beverages
  • Private label increases its value share over the forecast period

CATEGORY DATA

  • Table 41 Sales of Organic Beverages by Category: Value 2016-2021
  • Table 42 Sales of Organic Beverages by Category: % Value Growth 2016-2021
  • Table 43 NBO Company Shares of Organic Beverages: % Value 2017-2021
  • Table 44 LBN Brand Shares of Organic Beverages: % Value 2018-2021
  • Table 45 Distribution of Organic Beverages by Format: % Value 2016-2021
  • Table 46 Forecast Sales of Organic Beverages by Category: Value 2021-2026
  • Table 47 Forecast Sales of Organic Beverages by Category: % Value Growth 2021-2026

BETTER FOR YOU PACKAGED FOOD IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Demand for sugar-free gum recovers as consumers spend more time outdoors in 2021
  • Consumer concern about fat in dairy products supports sales of reduced fat milk
  • The COVID-19 pandemic sparks increased interest in the health and wellness trend

PROSPECTS AND OPPORTUNITIES

  • Manufacturers adapt advertising campaigns to be more health and wellness friendly
  • Independent small grocers increases its value share as it caters to the health and wellness trend
  • E-commerce continues to grow in popularity, especially within reduced-fat cheese and milk

CATEGORY DATA

  • Table 48 Sales of BFY Packaged Food by Category: Value 2016-2021
  • Table 49 Sales of BFY Packaged Food by Category: % Value Growth 2016-2021
  • Table 50 NBO Company Shares of BFY Packaged Food: % Value 2017-2021
  • Table 51 LBN Brand Shares of BFY Packaged Food: % Value 2018-2021
  • Table 52 Distribution of BFY Packaged Food by Format: % Value 2016-2021
  • Table 53 Forecast Sales of BFY Packaged Food by Category: Value 2021-2026
  • Table 54 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2021-2026

FREE FROM IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Health and wellness trend benefits free from packaged food sales
  • Growing awareness surrounding gluten intolerance leads to free from gluten to see the most dynamic growth
  • Growing presence of local manufacturers supports free from dairy products sales

PROSPECTS AND OPPORTUNITIES

  • Producers extend their range of free from dairy and gluten to independent small grocers and e-commerce
  • Free from dairy milk, yoghurt and cheese are anticipated to become more widely available
  • Free from gluten likely to remain a small product area as consumers opt for grains that are gluten-free by nature

CATEGORY DATA

  • Table 55 Sales of Free From by Category: Value 2016-2021
  • Table 56 Sales of Free From by Category: % Value Growth 2016-2021
  • Table 57 NBO Company Shares of Free From: % Value 2017-2021
  • Table 58 LBN Brand Shares of Free From: % Value 2018-2021
  • Table 59 Distribution of Free From by Format: % Value 2016-2021
  • Table 60 Forecast Sales of Free From by Category: Value 2021-2026
  • Table 61 Forecast Sales of Free From by Category: % Value Growth 2021-2026

FORTIFIED/FUNCTIONAL PACKAGED FOOD IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Increasingly health-conscious consumers seek FF milk as its high in protein
  • FF gum fortified with xylitol remains popular
  • FF mil formula benefits from parents increasingly shopping via e-commerce

PROSPECTS AND OPPORTUNITIES

  • Consumers favour products fortified with vitamins and minerals as to boost immunity health
  • Working out form home boosts demand for FF cereals and FF milk amongst affluent consumers
  • Consumers presented with more options as restrictions ease

CATEGORY DATA

  • Table 62 Sales of Fortified/Functional Packaged Food by Category: Value 2016-2021
  • Table 63 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2016-2021
  • Table 64 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2016-2021
  • Table 65 Key Functional Ingredients in Fortified/Functional Bread: % Value 2016-2021
  • Table 66 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2016-2021
  • Table 67 Key Functional Ingredients in Fortified/Functional Milk: % Value 2016-2021
  • Table 68 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2016-2021
  • Table 69 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2017-2021
  • Table 70 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2018-2021
  • Table 71 LBN Brand Shares of Fortified/Functional Bread: % Value 2018-2021
  • Table 72 Distribution of Fortified/Functional Packaged Food by Format: % Value 2016-2021
  • Table 73 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2021-2026
  • Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2021-2026

NATURALLY HEALTHY PACKAGED FOOD IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • NH high protein bread appeals to growing number of health-conscious consumers
  • Health-conscious consumers prefer NH olive oil to the more traditional butter, margarine and sunflower oil
  • Consumers snack more on NH nuts, seeds and trail mixed while at home

PROSPECTS AND OPPORTUNITIES

  • Continual health awareness alongside busy lifestyles leads to dynamic performance from NH cereal bars
  • Lingering anxieties surrounding the virus lead to increased demand for NH honey
  • Consumers continue mindful eating and healthy snacking

CATEGORY DATA

  • Table 75 Sales of NH Packaged Food by Category: Value 2016-2021
  • Table 76 Sales of NH Packaged Food by Category: % Value Growth 2016-2021
  • Table 77 NBO Company Shares of NH Packaged Food: % Value 2017-2021
  • Table 78 LBN Brand Shares of NH Packaged Food: % Value 2018-2021
  • Table 79 Distribution of NH Packaged Food by Format: % Value 2016-2021
  • Table 80 Forecast Sales of NH Packaged Food by Category: Value 2021-2026
  • Table 81 Forecast Sales of NH Packaged Food by Category: % Value Growth 2021-2026

ORGANIC PACKAGED FOOD IN TURKEY

KEY DATA FINDINGS

2021 DEVELOPMENTS

  • Parents increasingly demand organic food for their babies, especially amidst the pandemic
  • Organic milk and yoghurt becomes increasingly available via e-commerce
  • Locally produced organic olive oil sales grow thanks to e-commerce

PROSPECTS AND OPPORTUNITIES

  • More organic offerings expected to be introduced over the forecast period
  • Supermarkets increase its value share both on- and offline
  • Consumers become increasingly mindful of the food they eat

CATEGORY DATA

  • Table 82 Sales of Organic Packaged Food by Category: Value 2016-2021
  • Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2016-2021
  • Table 84 NBO Company Shares of Organic Packaged Food: % Value 2017-2021
  • Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2018-2021
  • Table 86 Distribution of Organic Packaged Food by Format: % Value 2016-2021
  • Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2021-2026
  • Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2021-2026
Have a question?
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Jeroen Van Heghe

Manager - EMEA

+32-2-535-7543

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Christine Sirois

Manager - Americas

+1-860-674-8796

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