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At the beginning of the COVID-19 pandemic in Turkey, consumers stockpiled both fresh and packaged food products out fear there would be food shortages. In particular, staples such as bread, rice, pasta and pulses, such as lentils and chickpea beans, dairy products, canned food, milk, soup, oils and fats, baby food, as well as still bottled water, were stocked in large quantities. Whilst the sales of food and beverages that are considered necessities, have increased, the sales of products which a...
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 2016-2020, 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 2025 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
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on health and wellness
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for health and wellness?
MARKET DATA
Table 1 Sales of Health and Wellness by Type: Value 2015-2020 Table 2 Sales of Health and Wellness by Type: % Value Growth 2015-2020 Table 3 Sales of Health and Wellness by Category: Value 2015-2020 Table 4 Sales of Health and Wellness by Category: % Value Growth 2015-2020 Table 5 Sales of Health and Wellness by Prime Positioning: Value 2015-2020 Table 6 Sales of Health and Wellness by Prime Positioning: % Value Growth 2015-2020 Table 7 NBO Company Shares of Health and Wellness: % Value 2016-2020 Table 8 LBN Brand Shares of Health and Wellness: % Value 2017-2020 Table 9 Distribution of Health and Wellness by Format: % Value 2015-2020 Table 10 Distribution of Health and Wellness by Format and Category: % Value 2020 Table 11 Forecast Sales of Health and Wellness by Type: Value 2020-2025 Table 12 Forecast Sales of Health and Wellness by Type: % Value Growth 2020-2025 Table 13 Forecast Sales of Health and Wellness by Category: Value 2020-2025 Table 14 Forecast Sales of Health and Wellness by Category: % Value Growth 2020-2025 Table 15 Forecast Sales of Health and Wellness by Prime Positioning: Value 2020-2025 Table 16 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2020-2025GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
The demand for BFY beverages increases due to growing health concerns
Average unit prices rise due to depreciation
Companies focus on their existing products during the pandemic
RECOVERY AND OPPORTUNITIES
Slowed growth as consumers return to work and school
Companies to invest in promotional and marketing activities
Private label increases its share as consumers continue to economise
CATEGORY DATA
Table 17 Sales of BFY Beverages by Category: Value 2015-2020 Table 18 Sales of BFY Beverages by Category: % Value Growth 2015-2020 Table 19 NBO Company Shares of BFY Beverages: % Value 2016-2020 Table 20 LBN Brand Shares of BFY Beverages: % Value 2017-2020 Table 21 Distribution of BFY Beverages by Format: % Value 2015-2020 Table 22 Forecast Sales of BFY Beverages by Category: Value 2020-2025 Table 23 Forecast Sales of BFY Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumer demand for fortified and functional beverages increased during the COVID-19 pandemic
Companies continue launching new products despite the crisis
The average unit prices of FF beverages sees double digit growth in 2020
RECOVERY 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 2015-2020 Table 25 Sales of Fortified/Functional Beverages by Category: % Value Growth 2015-2020 Table 26 Key Functional Ingredients in Fortified/Functional Bottled Water: % Value 2015-2020 Table 27 Key Functional Ingredients in Fortified/Functional Nectars (25-99% juice): % Value 2015-2020 Table 28 Key Functional Ingredients in Fortified/Functional RTD Tea: % Value 2015-2020 Table 29 NBO Company Shares of Fortified/Functional Beverages: % Value 2016-2020 Table 30 LBN Brand Shares of Fortified/Functional Beverages: % Value 2017-2020 Table 31 Distribution of Fortified/Functional Beverages by Format: % Value 2015-2020 Table 32 Forecast Sales of Fortified/Functional Beverages by Category: Value 2020-2025 Table 33 Forecast Sales of Fortified/Functional Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Lockdown leads to increased demand for NH bottled water
Increased health consciousness benefits the sales of NH beverages
Producers focus on both healthy products and great taste
RECOVERY AND OPPORTUNITIES
Increased demand for on-the-go package sizes as consumers return to work
Companies are expected to introduce new products to the market
Average unit prices of NH beverages are forecasted continue increasing
CATEGORY DATA
Table 34 Sales of NH Beverages by Category: Value 2015-2020 Table 35 Sales of NH Beverages by Category: % Value Growth 2015-2020 Table 36 NBO Company Shares of NH Beverages: % Value 2016-2020 Table 37 LBN Brand Shares of NH Beverages: % Value 2017-2020 Table 38 Distribution of NH Beverages by Format: % Value 2015-2020 Table 39 Forecast Sales of NH Beverages by Category: Value 2020-2025 Table 40 Forecast Sales of NH Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Organic tea dominates shares within organic beverages overall
Organic beverages remain a niche product due to lack of exposure
Organic beverages receives little marketing support in 2020
RECOVERY 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 labels increases its value share over the forecast period
CATEGORY DATA
Table 41 Sales of Organic Beverages by Category: Value 2015-2020 Table 42 Sales of Organic Beverages by Category: % Value Growth 2015-2020 Table 43 NBO Company Shares of Organic Beverages: % Value 2016-2020 Table 44 LBN Brand Shares of Organic Beverages: % Value 2017-2020 Table 45 Distribution of Organic Beverages by Format: % Value 2015-2020 Table 46 Forecast Sales of Organic Beverages by Category: Value 2020-2025 Table 47 Forecast Sales of Organic Beverages by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Slowed growth as consumers are unable to purchase their usual products during lockdown
The COVID-19 sparks increased interest in the health and wellness trend
Health-conscious consumers prefer sugar-free gum (no-FF) in 2020
RECOVERY 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 2015-2020 Table 49 Sales of BFY Packaged Food by Category: % Value Growth 2015-2020 Table 50 NBO Company Shares of BFY Packaged Food: % Value 2016-2020 Table 51 LBN Brand Shares of BFY Packaged Food: % Value 2017-2020 Table 52 Distribution of BFY Packaged Food by Format: % Value 2015-2020 Table 53 Forecast Sales of BFY Packaged Food by Category: Value 2020-2025 Table 54 Forecast Sales of BFY Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Consumers stockpile essential products such as free-from lactose milk
Growing awareness surrounding gluten intolerance leads to free from gluten to see the most dynamic growth
Free-from dairy milk witnesses slowed growth as consumers prioritise essentials
RECOVERY AND OPPORTUNITIES
Producers extend their range of free-from dairy and gluten to independent small grocers and e-commerce
Free-from lactose milk becomes increasingly available from discounters
Free-from meat remains negligible over the forecast period
CATEGORY DATA
Table 55 Sales of Free From by Category: Value 2015-2020 Table 56 Sales of Free From by Category: % Value Growth 2015-2020 Table 57 NBO Company Shares of Free From: % Value 2016-2020 Table 58 LBN Brand Shares of Free From: % Value 2017-2020 Table 59 Distribution of Free From by Format: % Value 2015-2020 Table 60 Forecast Sales of Free From by Category: Value 2020-2025 Table 61 Forecast Sales of Free From by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Increasingly health-conscious consumers seek FF milk as its high in protein
FF gum fortified with xylitol remains popular, however sees slowed growth in response to the pandemic
Parents stockpile FF milk formula via e-commerce
RECOVERY 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 2015-2020 Table 63 Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2015-2020 Table 64 Key Functional Ingredients in Fortified/Functional Breakfast Cereals: % Value 2015-2020 Table 65 Key Functional Ingredients in Fortified/Functional Bread: % Value 2015-2020 Table 66 Key Functional Ingredients in Fortified/Functional Sugar Confectionery: % Value 2015-2020 Table 67 Key Functional Ingredients in Fortified/Functional Milk: % Value 2015-2020 Table 68 Sales of Fortified/Functional Yoghurt by Standard Fat vs Reduced Fat: % Value 2015-2020 Table 69 NBO Company Shares of Fortified/Functional Packaged Food: % Value 2016-2020 Table 70 LBN Brand Shares of Fortified/Functional Packaged Food: % Value 2017-2020 Table 71 LBN Brand Shares of Fortified/Functional Bread: % Value 2017-2020 Table 72 Distribution of Fortified/Functional Packaged Food by Format: % Value 2015-2020 Table 73 Forecast Sales of Fortified/Functional Packaged Food by Category: Value 2020-2025 Table 74 Forecast Sales of Fortified/Functional Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
NH high protein bread appeals to consumers during lockdown, who are now eating more throughout the day
Health-conscious consumers prefer NH olive oil to the more traditional butter, margarine and sunflower oil
Anxious consumers snack more on NH nuts, seeds and trail mixed during the pandemic
RECOVERY 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 2015-2020 Table 76 Sales of NH Packaged Food by Category: % Value Growth 2015-2020 Table 77 NBO Company Shares of NH Packaged Food: % Value 2016-2020 Table 78 LBN Brand Shares of NH Packaged Food: % Value 2017-2020 Table 79 Distribution of NH Packaged Food by Format: % Value 2015-2020 Table 80 Forecast Sales of NH Packaged Food by Category: Value 2020-2025 Table 81 Forecast Sales of NH Packaged Food by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Parents increasingly demand organic food for their babies, especially amidst the pandemic
Organic milk and yoghurt becomes increasingly available via e-commerce
Supermarkets extend their range of lower-price organic olive oil brands
RECOVERY AND OPPORTUNITIES
Supermarkets increase its value share both on- and offline
More organic offerings expected to be introduce over the forecast period
Consumers become increasingly mindful of the food they eat
CATEGORY DATA
Table 82 Sales of Organic Packaged Food by Category: Value 2015-2020 Table 83 Sales of Organic Packaged Food by Category: % Value Growth 2016-2020 Table 84 NBO Company Shares of Organic Packaged Food: % Value 2016-2020 Table 85 LBN Brand Shares of Organic Packaged Food: % Value 2017-2020 Table 86 Distribution of Organic Packaged Food by Format: % Value 2015-2020 Table 87 Forecast Sales of Organic Packaged Food by Category: Value 2020-2025 Table 88 Forecast Sales of Organic Packaged Food by Category: % Value Growth 2020-2025