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Market Research Report

Health and Wellness in Turkey

Published by Euromonitor International Product code 299458
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Health and Wellness in Turkey
Published: February 6, 2020 Content info:
Description

In 2019, health and wellness (HW) continued to register double-digit retail current value growth in Turkey, stimulated by the young population, rising urbanisation and increased levels of education, leading to greater consumer demand for healthier packaged food and beverages. HW packaged food and HW beverages saw similar growth rates in 2019, but HW packaged food continued to account for higher sales. Naturally healthy was by far the biggest category, but organic saw much higher growth from a lo...

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 2015-2019, 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 2024 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 Prime Positioning, Health and Wellness by Type.

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.
Table of Contents
Product Code: HWFBTR

Table of Contents

Euromonitor International

February 2020

LIST OF CONTENTS AND TABLES

Executive Summary

Health and Wellness Registers Double-digit Growth in Turkey

Consumer Demand for Healthy, Additive-free and Natural Products Is on the Rise

Health and Wellness Competitive Environment Is Highly Fragmented

Independent Small Grocers Loses Share To Other Distribution Channels

Growth Expected To Continue Due To Rising Prices and Urbanisation

Market Data

  • Table 1 Sales of Health and Wellness by Type: Value 2014-2019
  • Table 2 Sales of Health and Wellness by Type: % Value Growth 2014-2019
  • Table 3 Sales of Health and Wellness by Category: Value 2014-2019
  • Table 4 Sales of Health and Wellness by Category: % Value Growth 2014-2019
  • Table 5 Sales of Health and Wellness by Prime Positioning: Value 2014-2019
  • Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2014-2019
  • Table 7 NBO Company Shares of Health and Wellness: % Value 2015-2019
  • Table 8 LBN Brand Shares of Health and Wellness: % Value 2016-2019
  • Table 9 Distribution of Health and Wellness by Format: % Value 2014-2019
  • Table 10 Distribution of Health and Wellness by Format and Category: % Value 2019
  • Table 11 Forecast Sales of Health and Wellness by Type: Value 2019-2024
  • Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2019-2024
  • Table 13 Forecast Sales of Health and Wellness by Category: Value 2019-2024
  • Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2019-2024
  • Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2019-2024
  • Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2019-2024

Sources

    • Summary 1 Research Sources

Headlines

Prospects

Bfy Beverages Continues To Record Astonishing Growth

Bfy Reduced Sugar Beverages Leads Growth Due To Popularity Amongst All Ages

Growth in Obese and Overweight Consumers Leads To A Switch To Bfy Beverages

Competitive Landscape

Coca-Cola Icecek Remains Dominant Due To the Popularity of Coca-Cola

Companies Invest in New Product Launches and Promotions

Multinational Players Account for the Dominant Share of Value Sales

Category Data

  • Table 17 Sales of BFY Beverages by Category: Value 2014-2019
  • Table 18 Sales of BFY Beverages by Category: % Value Growth 2014-2019
  • Table 19 NBO Company Shares of BFY Beverages: % Value 2015-2019
  • Table 20 LBN Brand Shares of BFY Beverages: % Value 2016-2019
  • Table 21 Distribution of BFY Beverages by Format: % Value 2014-2019
  • Table 22 Forecast Sales of BFY Beverages by Category: Value 2019-2024
  • Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2019-2024

Headlines

Prospects

Sugar-free Gum Remains the Largest Category Thanks To Efforts by Big Brands

Reduced Fat Cheese Appeals To Health- and Weight-conscious Consumers

Reduced Fat, Salt and Sugar Products Are Developed To Meet Consumer Demand

Competitive Landscape

Players in Sugar-free Gum Lead Bfy Packaged Food

Private Label Increases Its Share in Reduced Fat Cheese

Sales of Smaller Brands, Included Under "others", Continue To Increase

Category Data

  • Table 24 Sales of BFY Packaged Food by Category: Value 2014-2019
  • Table 25 Sales of BFY Packaged Food by Category: % Value Growth 2014-2019
  • Table 26 NBO Company Shares of BFY Packaged Food: % Value 2015-2019
  • Table 27 LBN Brand Shares of BFY Packaged Food: % Value 2016-2019
  • Table 28 Distribution of BFY Packaged Food by Format: % Value 2014-2019
  • Table 29 Forecast Sales of BFY Packaged Food by Category: Value 2019-2024
  • Table 30 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2019-2024

Headlines

Prospects

Demand for Energy-boosting and Nutritious Beverages Drives Growth

Depreciation of the Turkish Currency Causes A Steep Rise in the Average Unit Price

Ff Energy Drinks Continues Growing Strongly From An Already Large Base

Competitive Landscape

Red Bull Dominates Thanks To Strength in Energy Drinks and Event Sponsorship

Launch of New Ff Beverages Boosts Growth

Focus on Ff Products by Private Label Will Lead To Growth Potential in Ff Beverages

Category Data

  • Table 31 Sales of Fortified/Functional Beverages by Category: Value 2014-2019
  • Table 32 Sales of Fortified/Functional Beverages by Category: % Value Growth 2014-2019
  • Table 33 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2014-2019
  • Table 34 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2014-2019
  • Table 35 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2014-2019
  • Table 36 NBO Company Shares of Fortified/Functional Beverages: % Value 2015-2019
  • Table 37 LBN Brand Shares of Fortified/Functional Beverages: % Value 2016-2019
  • Table 38 Distribution of Fortified/Functional Beverages by Format: % Value 2014-2019
  • Table 39 Forecast Sales of Fortified/Functional Beverages by Category: Value 2019-2024
  • Table 40 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2019-2024

Headlines

Prospects

Ff Milk Performs Well Due To Fortification With Protein

Xylitol Is Used To Fortify Gum for Fresh Breath and Oral Care

Rising Consumer Awareness Maintains the Lead of Ff Milk Formula

Competitive Landscape

Pinar Leads the Way in Ff Milk, and Others Follow Suit

Perfetti Van Melle Remains Strong, But Sees A Challenge From Pladis

Numil Gida Urunleri Maintains Its Lead in Ff Milk Formula

Category Data

  • Table 41 Sales of Fortified/Functional Packaged Food by Category: Value 2014-2019
  • Table 42 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2014-2019
  • Table 43 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2014-2019
  • Table 44 Key Functional Ingredients in Fortified/Functional Bread: % Value 2014-2019
  • Table 45 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2014-2019
  • Table 46 Key Functional Ingredients in Fortified/Functional Milk: % Value 2014-2019
  • Table 47 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2014-2019
  • Table 48 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2015-2019
  • Table 49 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2016-2019
  • Table 50 LBN Brand Shares of Fortified/Functional Bread: % Value 2016-2019
  • Table 51 Distribution of Fortified/Functional Packaged Food by Format: % Value 2014-2019
  • Table 52 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2019-2024
  • Table 53 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2019-2024

Headlines

Prospects

Free From Lactose Sees Numerous New Launches

Even Those Without Gluten Intolerance Purchase Free From Gluten Food

High Price Increases in Free From Dairy Do Not Put Off Loyal Consumers

Competitive Landscape

Launches Boost Sales of Players in Free From Lactose

Online Sales Boost the Performance of Players in Free From Gluten

Tourism Contributes To Greater Awareness of Free From Dairy and the Alpro Brand

Category Data

  • Table 54 Sales of Free From by Category: Value 2014-2019
  • Table 55 Sales of Free From by Category: % Value Growth 2014-2019
  • Table 56 NBO Company Shares of Free From: % Value 2015-2019
  • Table 57 LBN Brand Shares of Free From: % Value 2016-2019
  • Table 58 Distribution of Free From by Format: % Value 2014-2019
  • Table 59 Forecast Sales of Free From by Category: Value 2019-2024
  • Table 60 Forecast Sales of Free From by Category: % Value Growth 2019-2024

Headlines

Prospects

Nh Beverages Grows As Consumers Look for More Natural Products

Growth of Nh Beverages Largely Depends on the Performance of Bottled Water

Nh Green Tea Set To Register the Highest Growth Due To New Launches

Competitive Landscape

Sirmagrup Icecek Moves Closer To the Leader Due To Low Prices

Local Companies Account for the Largest Share of Total Sales

the Ability To Increase Company Shares Largely Depends on Product Differentiation

Category Data

  • Table 61 Sales of NH Beverages by Category: Value 2014-2019
  • Table 62 Sales of NH Beverages by Category: % Value Growth 2014-2019
  • Table 63 NBO Company Shares of NH Beverages: % Value 2015-2019
  • Table 64 LBN Brand Shares of NH Beverages: % Value 2016-2019
  • Table 65 Distribution of NH Beverages by Format: % Value 2014-2019
  • Table 66 Forecast Sales of NH Beverages by Category: Value 2019-2024
  • Table 67 Forecast Sales of NH Beverages by Category: % Value Growth 2019-2024

Headlines

Prospects

Nh High Fibre Bread and Nh Olive Oil Account for Most Sales

High Value Sales for Nh Nuts, Seeds and Trail Mixes Thanks To Sunflower Seeds

Busy Lives Boost Sales of Nh Cereal Bars and Nh Fruit and Nut Bars

Competitive Landscape

Uno Records Growth After New Launches in Nh High Fibre Bread

Incumbent Brands Challenged by Entrants in Nh Cereal Bars and Fruit and Nut Bars

Bim's Private Label Share Is Unlikely To See Strong Growth

Category Data

  • Table 68 Sales of NH Packaged Food by Category: Value 2014-2019
  • Table 69 Sales of NH Packaged Food by Category: % Value Growth 2014-2019
  • Table 70 NBO Company Shares of NH Packaged Food: % Value 2015-2019
  • Table 71 LBN Brand Shares of NH Packaged Food: % Value 2016-2019
  • Table 72 Distribution of NH Packaged Food by Format: % Value 2014-2019
  • Table 73 Forecast Sales of NH Packaged Food by Category: Value 2019-2024
  • Table 74 Forecast Sales of NH Packaged Food by Category: % Value Growth 2019-2024

Headlines

Prospects

Increase in the Organic Tea Harvest Leads To A Return To Growth

Consumers Consider Organic Beverages A Luxury Due To Their High Price

the Average Unit Price of Organic Beverages Is Rising Strongly

Competitive Landscape

Cay Isletmeleri Genel Mudurlugu Dominates Due To Its Strength in Tea

International Companies Account for Only A Marginal Value Share

Organic Beverages Lacks Company Investment But This Could Change

Category Data

  • Table 75 Sales of Organic Beverages by Category: Value 2014-2019
  • Table 76 Sales of Organic Beverages by Category: % Value Growth 2014-2019
  • Table 77 NBO Company Shares of Organic Beverages: % Value 2015-2019
  • Table 78 LBN Brand Shares of Organic Beverages: % Value 2016-2019
  • Table 79 Distribution of Organic Beverages by Format: % Value 2014-2019
  • Table 80 Forecast Sales of Organic Beverages by Category: Value 2019-2024
  • Table 81 Forecast Sales of Organic Beverages by Category: % Value Growth 2019-2024

Headlines

Prospects

Concern About the Potential Harm of Genetically Modified Food Increases Sales

Strong Growth Due To the Desire To Feed Babies Organic Food

Supermarkets Contribute To the Growth of Organic Packaged Food

Competitive Landscape

Pinar Organik Continues To Lead Organic Milk But Is Challenged by Other Players

Big Players Invest in Organic Olive Oil, Leading To Greater Consolidation

City Farm Challenged by Private Label in Organic Nuts, Seeds and Trail Mixes

Category Data

  • Table 82 Sales of Organic Packaged Food by Category: Value 2014-2019
  • Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2014-2019
  • Table 84 NBO Company Shares of Organic Packaged Food: % Value 2015-2019
  • Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2016-2019
  • Table 86 Distribution of Organic Packaged Food by Format: % Value 2014-2019
  • Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2019-2024
  • Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2019-2024
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