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Country Profile: Meat sector in Turkey

Published By :

GlobalData

Published Date : Apr 2017

Category :

Meat & Poultry

No. of Pages : 116 Pages

Country Profile: Meat sector in Turkey

Summary

The Turkish Meat sector is led by Fresh Meat (Counter) market in both value and volume terms, while the Cooked Meats - Counter market is expected to register the fastest growth during 2016-2021 in value terms. Hypermarkets & Supermarkets accounted to the largest share of distribution for meat in the country. Rigid Plastics is the most commonly used packaging material in the sector. Yasar Holding A.S, Namet Food, and Yildiz Holding A.S are the leading market players in the Turkish Meat sector.

GlobalDatas Country Profile report on the Meat sector in Turkey provides insights on high growth markets 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 2011-2021
- Category coverage: Value and growth analysis for Ambient Meat, Chilled Raw Packaged Meat - Processed, Chilled Raw Packaged Meat - Whole Cuts, Cooked Meats - Counter, Cooked Meats - Packaged, Fresh Meat (Counter) and Frozen Meat 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: Jar, Bottle, Bag/Sachet, Tub, Box, Pouch, and Tube.

Scope

- Of the seven markets, Fresh Meat (Counter) is the largest market both in value and volume terms.
- Hypermarkets & Supermarkets is the leading distribution channel in the Turkish Meat sector
- The Turkish Meat sector is fragmented, with the top five players accounting for 21.4% of the market share in 2016.
- Health & Wellness attributes such as Naturally Healthy & Food Minus and consumer benefits such as General Wellbeing & Weight & Shape Management are the most sought after Health & Wellness claims in the Turkish Meat sector.
- Rigid Plastics is the most commonly used packaging material in the Turkish Meat 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 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.
Table of Contents
1. Report Scope 9
2. Executive summary 11
3. Turkey in its regional context 12
3.1. Turkeys market share in the Global and Eastern Europe Meat sectors 12
3.2. Turkey compared to other major countries in the Eastern Europe region 13
4. Market size analysis - Meat Sector 14
4.1. Value and volume analysis - Meat sector in Turkey 14
4.2. Per capita consumption analysis - Turkey compared to the global and Eastern Europe region 15
4.3. Extent to which consumers are trading up/down in the Turkish Meat sector 16
4.4. Market size analysis by Meat markets 17
4.5. Growth analysis by markets 18
5. Market and category analysis 19
5.1. Per capita consumption analysis by markets 19
5.2. Market Analysis: Ambient Meat 20
5.3. Market analysis: Chilled Raw Packaged Meat - Processed 21
5.4. Market Analysis: Chilled Raw Packaged Meat - Whole Cuts 24
5.5. Market Analysis: Cooked Meats - Counter 27
5.6. Market Analysis: Cooked Meats - Packaged 28
5.7. Market Analysis: Fresh Meat (Counter) 31
5.8. Market Analysis: Frozen Meat 34
6. Distribution analysis 36
6.1. Distribution channel share analysis: Meat 36
6.2. Distribution channel share analysis: Ambient Meat 37
6.3. Distribution channel share analysis: Chilled Raw Packaged Meat - Processed 38
6.4. Distribution channel share analysis: Chilled Raw Packaged Meat - Whole Cuts 39
6.5. Distribution channel share analysis: Cooked Meats - Counter 40
6.6. Distribution channel share analysis: Cooked Meats - Packaged 41
6.7. Distribution channel share analysis: Fresh Meat (Counter) 42
6.8. Distribution channel share analysis: Frozen Meat 43
7. Competitive landscape 44
7.1. Brand share analysis by sector 44
7.2. Brand share analysis by markets 46
7.3. Brand share analysis by category 52
7.3.1. Chilled Raw Packaged Meat - Processed 52
7.3.2. Chilled Raw Packaged Meat - Whole Cuts 54
7.3.3. Cooked Meats - Packaged 55
7.3.4. Fresh Meat (Counter) 57
7.3.5. Frozen Meat 59
7.4. Private label share analysis 60
8. Health & Wellness analysis 62
8.1. Market size analysis by Health & Wellness claims 62
8.2. Market size analysis - Health & Wellness product attributes 63
8.3. Market size analysis - Health & Wellness consumer benefits 65
8.4. Leading companies in the Turkish Health & Wellness market 67
9. Packaging analysis 68
9.1. Packaging share and growth analysis by packaging material in the Meat sector 68
9.2. Packaging share analysis by packaging material in Meat markets 69
9.3. Packaging share and growth analysis by container type in the Meat sector 70
9.4. Packaging share analysis by container type in Meat markets 71
9.5. Packaging share and growth analysis by closure type in the Meat sector 72
9.6. Packaging share analysis by closure type in Meat markets 73
9.7. Packaging share and growth analysis by outer type in the Meat sector 74
9.8. Packaging share analysis by outer type in Meat markets 75
10. Macroeconomic analysis 76
10.1. GDP per Capita 79
10.2. Population and population growth 80
10.3. Consumer Price Index 81
10.4. Population breakdown by age 82
11. Methodology 83
12. Definitions 84
13. Appendix 96
14. About GlobalData 114
15. Disclaimer 115
16. Contact Us 116

List of Tables
Table 1: Growth analysis by markets, 2016-2021 18
Table 2: Brand Value and Volume- Meat Sector 45
Table 3: Brand Value and Volume- Chilled Raw Packaged Meat - Processed Market 46
Table 4: Brand Value and Volume- Chilled Raw Packaged Meat - Whole Cuts Market 47
Table 5: Brand Value and Volume- Cooked Meats - Counter Market 48
Table 6: Brand Value and Volume- Cooked Meats - Packaged Market 49
Table 7: Brand Value and Volume- Fresh Meat (Counter) Market 50
Table 8: Brand Value and Volume- Frozen Meat Market 51
Table 9: Brand Value and Volume- Burgers & Grills Category 52
Table 10: Brand Value and Volume- Coated Portions Category 52
Table 11: Brand Value and Volume- Meatballs Category 52
Table 12: Brand Value and Volume- Sausages Category 53
Table 13: Brand Value and Volume-Beef (Chilled Raw Packaged Meat - Whole Cuts) Category 54
Table 14: Brand Value and Volume-Chicken (Chilled Raw Packaged Meat - Whole Cuts) Category 54
Table 15: Brand Value and Volume-Lamb (Chilled Raw Packaged Meat - Whole Cuts) Category 54
Table 16: Brand Value and Volume-Pork (Chilled Raw Packaged Meat - Whole Cuts) Category 54
Table 17: Brand Value and Volume-Others (Chilled Raw Packaged Meat - Whole Cuts) Category 54
Table 18: Brand Value and Volume-Beef (Cooked Meats - Packaged) Category 55
Table 19: Brand Value and Volume-Chicken (Cooked Meats - Packaged) Category 55
Table 20: Brand Value and Volume- Lamb (Cooked Meats - Packaged) Category 55
Table 21: Brand Value and Volume- Turkey (Cooked Meats - Packaged) category 55
Table 22: Brand Value and Volume- Others (Cooked Meats - Packaged) category 56
Table 23: Brand Value and Volume- Beef (Fresh Meat (Counter)) Category 57
Table 24: Brand Value and Volume- Chicken (Fresh Meat (Counter)) Category 57
Table 25: Brand Value and Volume- Lamb (Fresh Meat (Counter)) Category 57
Table 26: Brand Value and Volume- Turkey (Fresh Meat (Counter)) category 57
Table 27: Brand Value and Volume- Others (Fresh Meat (Counter)) category 58
Table 28: Brand Value and Volume- Frozen Processed Meat Category 59
Table 29: Brand Value and Volume- Frozen Whole Cuts of Meat Category 59
Table 30: Market Definitions 84
Table 31: Category Definitions 85
Table 32: Category Definitions 86
Table 33: Channel Definitions 87
Table 34: Health & Wellness: Product Attributes-Food Minus 88
Table 35: Health & Wellness: Product Attributes-Free From 89
Table 36: Health & Wellness: Product Attributes-Functional & Fortified 90
Table 37: Health & Wellness: Product Attributes-Naturally Healthy 91
Table 38: Health & Wellness: Product Attributes-Food Intolerance 92
Table 39: Health & Wellness: Consumer Benefits-Health Management 93
Table 40: Health & Wellness: Analysis by Consumer Benefits 94
Table 41: Health & Wellness: Consumer Benefits-Performance 95
Table 42: Market Value for Ambient Meat - by category (TL Million), 2011-2021 96
Table 43: Market Value for Chilled Raw Packaged Meat - Processed -by category (TL Million), 2011-2021 96
Table 44: Market Value for Chilled Raw Packaged Meat - Whole Cuts-by category (TL Million), 2011-2021 97
Table 45: Market Value for Cooked Meats - Counter-by category (TL Million), 2011-2021 97
Table 46: Market Value for Cooked Meats - Packaged-by category (TL Million), 2011-2021 98
Table 47: Market Value for Fresh Meat (Counter)-by category (TL Million), 2011-2021 99
Table 48: Market Value for Frozen Meat-by category (TL Million), 2011-2021 99
Table 49: Market Value for Ambient Meat-by category (US$ Million), 2011-2021 100
Table 50: Market Value for Chilled Raw Packaged Meat - Processed-by category (US$ Million), 2011-2021 100
Table 51: Market Value for Chilled Raw Packaged Meat - Whole Cuts-by category (US$ Million), 2011-2021 101
Table 52: Market Value for Cooked Meats - Counter-by category (US$ Million), 2011-2021 101
Table 53: Market Value for Cooked Meats - Packaged-by category (US$ Million), 2011-2021 102
Table 54: Market Value for Fresh Meat (Counter) -by category (US$ Million), 2011-2021 103
Table 55: Market Value for Frozen Meat-by category (US$ Million), 2011-2021 103
Table 56: Market Volume for Ambient Meat-by category (Kg Million), 2011-2021 104
Table 57: Market Volume for Chilled Raw Packaged Meat - Processed-by category (Kg Million), 2011-2021 104
Table 58: Market Volume for Chilled Raw Packaged Meat - Whole Cuts-by category (Kg Million), 2011-2021 105
Table 59: Market Volume for Cooked Meats - Counter-by category (Kg Million), 2011-2021 105
Table 60: Market Volume for Cooked Meats - Packaged-by category (Kg Million), 2011-2021 106
Table 61: Market Volume for Fresh Meat (Counter)-by category (Kg Million), 2011-2021 107
Table 62: Market Volume for Frozen Meat-by category (Kg Million), 2011-2021 107
Table 63: Components of change-by Market 108
Table 64: Meat Sales Distribution in Turkey-by Market (TL Million), 2016 108
Table 62: Key Health & Wellness product attributes driving sales in Hong Kong (HK$ Million) 109
Table 63: Key Health & Wellness consumer benefits driving sales in Hong Kong (HK$ Million) 109
Table 65: Packaging Material (in Million pack units) 110
Table 66: Container Type (in Million pack units) 110
Table 67: Closure Type (in Million pack units) 111
Table 68: Outer Type (in Million pack units) 111
Table 69: Exchange Rates: (US$-TL ), 2011-2021 112
Table 70: GDP Per Capita (TL ) 112
Table 71: Population 112
Table 72: Consumer Price Index 112
Table 73: Age Profile (Millions of Persons) 113

List of Figures
Figure 1: Value share of Turkey in the global and Eastern Europe Meat sector, 2011-2021 12
Figure 2: Turkey compared other top four countries - market size, growth and competitive landscape 13
Figure 3: Market size analysis by value and volume, Meat sector, 2011-2021 14
Figure 4: Per capita consumption of Meat in Turkey compared to global and Eastern Europe average, 2011-2021 15
Figure 5: Degree of trading up/down in the Turkish Meat sector, 2015-2016 16
Figure 6: Value and volume growth analysis by markets, 2016-2021 17
Figure 7: Per capita consumption (by markets) in Turkey compared to global and Eastern Europe average, 2016 19
Figure 8: Growth analysis by value and volume in the Ambient Meat market, 2011-2021 20
Figure 9: Value and volume growth analysis, Chilled Raw Packaged Meat - Processed market, 2011-2021 21
Figure 10: Value analysis by categories, 2011-2021 22
Figure 11: Volume analysis by categories, 2011-2021 23
Figure 12: Value and volume growth analysis, Chilled Raw Packaged Meat - Whole Cuts market, 2011-2021 24
Figure 13: Value analysis by categories, 2011-2021 25
Figure 14: Volume analysis by categories, 2011-2021 26
Figure 15: Value and volume growth analysis, Cooked Meats - Counter market, 2011-2021 27
Figure 16: Value and volume growth analysis, Cooked Meats - Packaged market, 2011-2021 28
Figure 17: Value analysis by categories, 2011-2021 29
Figure 18: Volume analysis by categories, 2011-2021 30
Figure 19: Value and volume growth analysis, Fresh Meat (Counter) market, 2011-2021 31
Figure 20: Value analysis by categories, 2011-2021 32
Figure 21: Volume analysis by categories, 2011-2021 33
Figure 22: Value and volume growth analysis, Frozen Meat market, 2011-2021 34
Figure 23: Value analysis by categories, 2011-2021 35
Figure 24: Volume analysis by categories, 2011-2021 35
Figure 25: Distribution channel share, Meat, 2011-2016 36
Figure 26: Distribution channel share, Ambient Meat, 2011-2016 37
Figure 27: Distribution channel share, Chilled Raw Packaged Meat - Processed market, 2011-2016 38
Figure 28: Distribution channel share, Chilled Raw Packaged Meat - Whole Cuts, 2011-2016 39
Figure 29: Distribution channel share, Cooked Meats - Counter, 2011-2016 40
Figure 30: Distribution channel share, Cooked Meats - Packaged, 2011-2016 41
Figure 31: Distribution channel share, Fresh Meat (Counter), 2011-2016 42
Figure 32: Distribution channel share, Frozen Meat, 2011-2016 43
Figure 33: Leading brands in the Turkish Meat sector, value and volume share, 2016 44
Figure 34: Leading brands in the Chilled Raw Packaged Meat - Processed market, value and volume share, 2016 46
Figure 35: Leading brands in the Chilled Raw Packaged Meat - Whole Cuts market, value and volume share, 2016 47
Figure 36: Leading brands in the Cooked Meats - Counter market, value and volume share, 2016 48
Figure 37: Leading brands in the Cooked Meats - Packaged market, value and volume share, 2016 49
Figure 38: Leading brands in the Fresh Meat (Counter) market, value and volume share, 2016 50
Figure 39: Leading brands in the Frozen Meat market, value and volume share, 2016 51
Figure 40: Private label penetration by markets (value terms), 2016 60
Figure 41: Growth analysis, private label and brands, (2011-2016) 61
Figure 42: Value of Health & Wellness claims by market, US$ million, 2016-2021 62
Figure 43: Value analysis by Health & Wellness product attributes, 2016 63
Figure 44: Volume analysis by Health & Wellness product attributes, 2016 64
Figure 45: Value analysis by Health & Wellness consumer benefits, 2016 65
Figure 46: Volume analysis by Health & Wellness consumer benefits, 2016 66
Figure 47: Leading companies in the Health & Wellness market by value, 2016 - Chilled Raw Packaged Meat - Processed 67
Figure 48: Packaging share and growth analysis by packaging material, 2011-2021 68
Figure 49: Use of packaging material by markets (in pack units), 2016 69
Figure 50: Packaging share and growth analysis by container type, 2011-2021 70
Figure 51: Use of container type by markets (in pack units), 2016 71
Figure 52: Packaging share and growth analysis by closure type, 2011-2021 72
Figure 53: Use of closure type by markets (in pack units), 2016 73
Figure 54: Packaging share and growth analysis by outer type, 2011-2021 74
Figure 55: Use of outer type by markets (in pack units), 2016 75
Figure 56: Relative comparison of countries based on PEST analysis 76
Figure 57: Relative comparison of countries based on PEST analysis 77
Figure 58: Relative comparison of countries based on PEST analysis 78
Figure 59: Turkeys GDP per capita, 2011-2016 79
Figure 60: Population growth in Turkey, 2011-2016 80
Figure 61: Consumer Price Index, Turkey, 2010-2016 81
Figure 62: Age Profile, Turkey, 2016 82
Figure 63: About GlobalData 114

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