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
