Turkey frozen food market is expected to exhibit strong growth over the forecast period. Increasing disposable income, growing economy and increasing population of working women are the main factors increasing the demand for the frozen food market in the Turkey. Increasing population will lead to the growth in demand for food which in turn is expected to provide lucrative opportunity for the growth of frozen food market in the country. Increased in population have exponentially increased the import of frozen food in country. Furthermore, population of young and working people is increasing in the Turkey and young generation of like to taste variety of foods which in turn is expected to propel the market for the frozen food in the projected period.
Factors such as increasing urbanization may lead to change in consumer’s buying habits when it comes to frozen food. Traditionally, fresh food products was the only option to buy. However, social changes are increasing demand of frozen food in Turkey. Factors such as changing lifestyle, increasing adaptation of western culture and busy lifestyle and time crunch are expected to boost the demand for frozen food product in the country. Furthermore, growing population working women and individual leads to less time for house chores such as cooking food which in turn is expected to boost the market for frozen food products in the near future.
In terms of product category, frozen ready to eat meal is expected hold major market share in the forecast period. Increasing consumption of frozen pizza, frozen meat and poultry products in the region is expected to boost the market demand for frozen ready to eat meal in the projected period. Middle East and European population visit Turkey every year to taste varieties of meat product available in the country. Thus, increasing tourism is expected to boost the demand for ready to meat meal in the country. Furthermore, Turks population consume frozen pessaries, and other bakery product which in turn is expected to increase the demand for the frozen bakery products in the foreseeable future.
Food retail sector of Turkey is moving towards modernisation which in turn have increased the sale for frozen food product in recent period. For instance, according to the United States Department of Agriculture, food retail sales was estimated to be USD 121 billion in 2014 and held 60 percent market share of the over-all retail market. As the supermarket and hypermarket format is gaining momentum, Turkey’s eating behaviours appear to be changing. Demand for fresh and healthy food products, to be bought and consumed on the same day, is declining. Thus market for the frozen food produce is gaining momentum in Turkey. However, online distribution channel is expected to grow with highest grow rate in the projected period. Online distribution channel provides more option, provide lucrative price and food comparison capabilities. Thus, such factors is expected to boost the market of frozen food product through online distribution channel.
Bim A.S. dominates the market in market in Turkey. The company has impressive reputation in term of food quality and as well as price. The company distributes its private label brands through its wide network of grocery store and outlets. Some of the other prominent vendors operating in frozen food market are E. ÖZGÖRKEY GROUP, Nisshin Foods Inc., and Nabil Food.
Research Support Specialist, USA