Country Profile: Meat sector in Turkey

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Published: April 30, 2017 Report Code: CS4114MF-ST

Report Overview
Table of Contents
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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.

GlobalData’s 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. Turkey’s 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

Table

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

Figures

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: Turkey’s 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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