Pet Care in Turkey - Research and Markets

Pet care witnessed its strongest year of the review period in 2022 in both retail volume and current value terms. Unit prices of pet care products spiked in 2022 amid rising inflation causing high-double digit current value growth. Price increases have been a growing concern since 2018, but 2022 saw a spike in retail prices as the Turkish Lira weakened further against major foreign currencies.

The Pet Care in Turkey report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Pet Food, Pet Products.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Pet Care 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.

EXECUTIVE SUMMARY

COVID-19 impact on pet care
COVID-19 country impact
Company response
Retailing shift
What next for pet care?

MARKET INDICATORS

Table 1 Pet Populations 2016-2021

MARKET DATA

Table 2 Sales of Pet Food by Category: Volume 2016-2021
Table 3 Sales of Pet Care by Category: Value 2016-2021
Table 4 Sales of Pet Food by Category: % Volume Growth 2016-2021
Table 5 Sales of Pet Care by Category: % Value Growth 2016-2021
Table 6 NBO Company Shares of Pet Food: % Value 2016-2020
Table 7 LBN Brand Shares of Pet Food: % Value 2017-2020
Table 8 NBO Company Shares of Dog and Cat Food: % Value 2016-2020
Table 9 LBN Brand Shares of Dog and Cat Food: % Value 2017-2020
Table 10 Penetration of Private Label in Pet Care by Category: % Value 2016-2021
Table 11 Distribution of Pet Care by Format: % Value 2016-2021
Table 12 Distribution of Pet Care by Format and Category: % Value 2021
Table 13 Distribution of Dog and Cat Food by Format: % Value 2016-2021
Table 14 Distribution of Dog and Cat Food by Format and Category: % Value 2021
Table 15 Forecast Sales of Pet Food by Category: Volume 2021-2026
Table 16 Forecast Sales of Pet Care by Category: Value 2021-2026
Table 17 Forecast Sales of Pet Food by Category: % Volume Growth 2021-2026
Table 18 Forecast Sales of Pet Care by Category: % Value Growth 2021-2026

GLOBAL MACROECONOMIC ENVIRONMENTGLOBAL INDUSTRY ENVIRONMENTDISCLAIMER

SOURCES

Summary 1 Research Sources

DOG FOOD IN TURKEYKEY DATA FINDINGS

2021 IMPACT

Wet dog food weakest performer, as dog owners have more time to prepare dog food
Nestlé Purina PetCare Türkiye retains its lead, however, the players premium labels are losing share to mid-price dog food products
Economy dog food records the highest growth in Turkey, boosted by the increasing number of volunteers who feed stray dogs with economy food

RECOVERY AND OPPORTUNITIES

Municipalities spend on feeding stray dog population drive value growth
Growth is driven by owners increasing knowledge of their pets’ nutritional needs, investing money in food tailored to specific breeds, sizes and ages
The rise of urbanisation increases the population of small dogs, with a heightened interest in popular breeds such as Pugs, French bulldogs and chihuahuas

CATEGORY INDICATORS

Table 19 Dog Owning Households: % Analysis 2016-2021
Table 20 Dog Population 2016-2021
Table 21 Consumption of Dog Food by Prepared vs Non-prepared: % Analysis 2016-2021

CATEGORY DATA

Summary 2 Dog Food by Price Band 2021
Table 22 Sales of Dog Food by Category: Volume 2016-2021
Table 23 Sales of Dog Food by Category: Value 2016-2021
Table 24 Sales of Dog Food by Category: % Volume Growth 2016-2021
Table 25 Sales of Dog Food by Category: % Value Growth 2016-2021
Table 26 Sales of Dry Dog Food by Life-Cycle: % Value 2016-2021
Table 27 Sales of Wet Dog Food by Life-Cycle: % Value 2016-2021
Table 28 NBO Company Shares of Dog Food: % Value 2016-2020
Table 29 LBN Brand Shares of Dog Food: % Value 2017-2020
Table 30 LBN Brand Shares of Dog Treats and Mixers: % Value 2017-2020
Table 31 Distribution of Dog Food by Format: % Value 2016-2021
Table 32 Forecast Sales of Dog Food by Category: Volume 2021-2026
Table 33 Forecast Sales of Dog Food by Category: Value 2021-2026
Table 34 Forecast Sales of Dog Food by Category: % Volume Growth 2021-2026
Table 35 Forecast Sales of Dog Food by Category: % Value Growth 2021-2026

CAT FOOD IN TURKEYKEY DATA FINDINGS

2021 IMPACT

Increased cat ownership due to COVID-19 drives healthy value and volume growth
Nestlé Purina PetCare Türkiye continues to increase its share, benefiting from Purina Pro Plan being sold to consumers in affordable quantities
Mars Inc and local brands increasing share, due to consumers shifting from premium products to its mid-priced offerings

RECOVERY AND OPPORTUNITIES

Increasing cat ownership drives healthy growth over forecast period
Consumers increasingly knowledgeable about cat nutrition
E-commerce continues to grow

CATEGORY INDICATORS

Table 36 Cat Owning Households: % Analysis 2016-2021
Table 37 Cat Population 2016-2021
Table 38 Consumption of Cat Food by Prepared vs Non-prepared: % Analysis 2016-2021

CATEGORY DATA

Summary 3 Cat Food by Price Band 2021
Table 39 Sales of Cat Food by Category: Volume 2016-2021
Table 40 Sales of Cat Food by Category: Value 2016-2021
Table 41 Sales of Cat Food by Category: % Volume Growth 2016-2021
Table 42 Sales of Cat Food by Category: % Value Growth 2016-2021
Table 43 Sales of Dry Cat Food by Life-Cycle: % Value 2016-2021
Table 44 Sales of Wet Cat Food by Life-Cycle: % Value 2016-2021
Table 45 NBO Company Shares of Cat Food: % Value 2016-2020
Table 46 LBN Brand Shares of Cat Food: % Value 2017-2020
Table 47 LBN Brand Shares of Cat Treats and Mixers: % Value 2017-2020
Table 48 Distribution of Cat Food by Format: % Value 2016-2021
Table 49 Forecast Sales of Cat Food by Category: Volume 2021-2026
Table 50 Forecast Sales of Cat Food by Category: Value 2021-2026
Table 51 Forecast Sales of Cat Food by Category: % Volume Growth 2021-2026
Table 52 Forecast Sales of Cat Food by Category: % Value Growth 2021-2026

OTHER PET FOOD IN TURKEYKEY DATA FINDINGS

2021 IMPACT

Only bird food registers volume growth
Anadolu Akvaryum ve Pet Urunleri San Tic AS retains its lead despite losing share, as Tetra benefits from a lack of competition in fish food
Domestic players benefit from the economic downturn, with Bonnie increasing its distribution to improve its availability, while being highly affordable

RECOVERY AND OPPORTUNITIES

Negative constant value growth over forecast period
Urbanisation boosts the growth of bird ownership, as bird food is the only area in other pet food to record volume growth
E-commerce records positive levels of growth, with consumers searching online for affordable price points, appreciating the convenience of online deliveries

CATEGORY INDICATORS

Table 53 Other Pet Population 2016-2021

CATEGORY DATA

Table 54 Sales of Other Pet Food by Category: Volume 2016-2021
Table 55 Sales of Other Pet Food by Category: Value 2016-2021
Table 56 Sales of Other Pet Food by Category: % Volume Growth 2016-2021
Table 57 Sales of Other Pet Food by Category: % Value Growth 2016-2021
Table 58 LBN Brand Shares of Bird Food: % Value 2017-2020
Table 59 LBN Brand Shares of Fish Food: % Value 2017-2020
Table 60 LBN Brand Shares of Small Mammal/Reptile Food: % Value 2017-2020
Table 61 Distribution of Other Pet Food by Format: % Value 2016-2021
Table 62 Forecast Sales of Other Pet Food by Category: Volume 2021-2026
Table 63 Forecast Sales of Other Pet Food by Category: Value 2021-2026
Table 64 Forecast Sales of Other Pet Food by Category: % Volume Growth 2021-2026
Table 65 Forecast Sales of Other Pet Food by Category: % Value Growth 2021-2026

PET PRODUCTS IN TURKEYKEY DATA FINDINGS

2021 IMPACT

Increased pet ownership drive value growth of pet products
The weakened economy influences the competitive landscape, however, Eczacibasi Ilac Pazarlama AS retains its lead, offering Pisipisi to consumers
Second and third-placed players benefit from offering cat litter innovations, remaining competitive on the landscape

RECOVERY AND OPPORTUNITIES

Pet products registers very healthy growth over forecast period, driven by increased pet ownership
Cat litter will continue to lead pet products, with new formulations, scents and natural ingredients attracting pet owners
E-commerce retailers offer consumers discounts and deals, fuelling the growth of pet products

CATEGORY DATA