4-7 September, 2019

27th International Food Products & Processing Technologies Exhibition

Tüyap Fair Convention and Congress Center
Istanbul, Turkey

News

27 March 2019

Turkey’s sweet tooth: examining the Turkish confectionery market


Did you know Turks love their sweet treats? The nation holds enormous confectionery potential, with its market being one of the most developed anywhere in the world.
 

Confectionery in Turkey

 

The state of the Turkish sweets sector


Confectionery is one of Turkey's most lucrative sectors.
 
Including production and imports, Turkey’s overall confectionery market is worth an estimated $3.5bn. It’s expected to grow too, with Euromonitor suggesting it will have risen a mouth-watering 14.3% in value terms by 2021.
 
Turkey actually holds a big chunk of Eastern Europe’s entire candy market, holding an 11.5% share.
 
It’s estimated that around 42 million people regularly consume some form of sweet product in Turkey every year. That’s over 53% of Turkey’s 79m strong population. Total consumption of all product groups, covering sugar candies, chocolate, and sweet baked goods, floats at around 4.6kg per year. 
 
Interestingly, women actually eat more sugary sweets in Turkey than men. There’s about a 6% difference between the sexes when it comes to eating candy, so that’s something to keep in mind when marketing sweets to Turks.
 
There are also seasonal considerations to be aware of. During Ramadan, one of the most significant dates on the Muslim calendar, confectionery consumption can spike as high as 50%. Celebrating the end of a month of fasting and solemn contemplation between May and June is often done by gifting candies in Turkey, hence the consumption rise.
 
Domestic production is particularly robust. Annual output of popular products is just shy of half million tons. Chocolate is the largest individual product in terms of production, with Turkish chocolatiers manufacturing 237,000 tons in a variety of guises throughout the year. Sugar candies, which covers an enormous range of products, is 240,000 tons a year.
 

Imports of confectionery continue to rise

 
Imported confectionery, like chocolate, is very popular with Turkish consumers.

TSI, the Turkish Statistical Institute, has good news for global confectionery producers looking for their own share of tantalisingly large market. 
 
In 2017, imports reached $207.6m, according to TSI. However, data from the Atlas of Economic Complexity, an online trade database from the Massachusetts Institute of Technology, puts the figure at $220.2m. 
 
What’s the split? OEC data suggest an import structure favouring chocolate:
 
Chocolate - $130m – 22.6% year-on-year growth
Baked goods - $69.1m – no year-on-year growth
Sugar candies - $21.1m – 19.2% year-on-year growth
 
Either way, both stats indicate an increase in import values. In 2015, for instance, the figure was more around $130m, so there has been major growth in this sector.
 
Since 2008, according to TSI, Turkey has imported confectionery and sweet goods worth an impressive $1.2bn.
 
That above figure covers finished products, so think things like chocolate bars, cookies, toffees, jellies and so on. What it does not factor in is raw materials to supply domestic producers.
 
This is another avenue worth exploring, and one that generates over $200m in revenues. For instance, confectionery sugar imports were worth of $23.5m in 2017, while raw sugar imports often total over $153m.
 
Cocoa powder is worth its own mention. With imports over $58.1m, there is real demand for this raw good in Turkey. Why? No domestic production. Chocolate is one of the strings in Turkey’s confectionery bow, and a major export product, so raw materials for the nation’s chocolatiers are like gold dust.
 

A European flavour to Turkish candy imports 


Europe is Turkey's chief confectionery import market, with a focus on products like cookies and other baked goods.
 
The chief source markets for Turkey’s confectionery import sector are mainly European. Although it does look around the world, India being a major chocolate exporter to Turkey for instance, it’s mainly Europe that indulges Turkey’s sweet tooth.
 
Here’s the top 3 suppliers of the main 3 confectionery product groups in Turkey:
 
Chocolate
 
Germany – 33% import share - $43.3m exports
India – 20% import share - $25.4m exports
Belgium – 9.5% import share - $12.3m exports
 
Sugar candies
 
Belgium – 21% import share - $4.44m exports
The Netherlands – 17% import share - $2.62m exports
UK – 12% import share – 2.59m exports
 
Baked Goods
 
Belgium – 23% import share - $16.1m exports
Italy – 16% import share - $11.4m exports
Germany – 13% import share - $9.33m exports
 

Chocolate: Turks’ favourite confectionery


Chocolate is Turks' favourite confectionery item.
 
A special focus needs to be applied to chocolate in Turkey. 
 
The sector itself is worth a cool $1.3bn – or roughly a third of Turkey’s overall confectionery market. Consumption is approximately 3.1kg per year, which is about 3 quarters of all candy eaten by Turks on an annual basis.
 
There are some key distinctions in the import share of various chocolate products in Turkey. Here’s the shape of the import sector:
 
Bulk chocolate – 44% import market share
Filled chocolate bars & pre-prepared products – 22% import market share
Foods featuring chocolate or cocoa – 19% import market share
Non-filled chocolate bars & pre-prepared products – 13% import market share
 

Find your confectionery buyers at WorldFood Istanbul

 
As Turkey’s leading food and drink trade show, WorldFood Istanbul attracts the major players of the Turkish food industry, including confectionery buyers from across Turkey, as well, restauranteurs, HoReCa sector members, retailers, and others food & drink professionals.
 
Over 16,000 visitors from Turkey, the Middle East, Europe, and beyond, attended last year’s show – all looking to find the very best partners and products to expand their operations.
 
Boost your sales in this thriving geography by securing a top stand location here.
 
 Need any extra info? Contact us today.
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