Turkish economy saw strong but inconsistent growth between 2010 and 2015. Recent political and regional uncertainty and instability has dampened growth. Consumer prices are also rising rapidly, potentially doubling between 2012 and 2020. Tourism is a key driver of revenue for many foodservice operators, but the industry has fallen victim to regional instability. Indeed, inbound tourist numbers in 2016 fell significantly from numbers recorded in previous years.
Overall revenue in the profit sector within the foodservices industry rose at a CAGR of 7.9% between 2014 and 2016. Despite some economic headwinds, strong growth in overall revenue is forecast to continue to 2021, at a CAGR of 7.7%. Across all channels, growth is driven to a greater extent by growth in transactions than growth in outlet numbers. Due to economic and political uncertainty, consumers across foodservice channels show a high level of price sensitivity. While lower-priced, value-driven channels are set to benefit from cost conscious consumers, more discretionary channels will have to adapt, and offer more, to continue to grow.
Turkey’s Quick Service Restaurants (QSR) channel is the country’s largest profit sector channel in terms of sales value, accounting for a 33.7% share in 2016. Between 2014 and 2016, the channel saw value growth at a CAGR of 9.3%, far exceeding the profit sector average of 7.8%. Despite this, revenue generated by chain QSR is forecast to grow at a CAGR of 10.0% to 2021, higher than the independent forecast of 8.6%. Chain operators’ ability to offer discounts and promotions is a key driver of this growth, although there are numerous opportunities for independents to target consumers with niche and craft options, free of negative chain perceptions.
Full Service Restaurants (FSR) channel is the second largest profit sector foodservice channel in terms of sales value, accounting for 26% of sector revenue in 2016. The channel grew at a CAGR of 7.8% between 2014 and 2016. Strong growth is forecast to persist to 2021, albeit at a marginally contracted CAGR of 7.4%. Historic growth in the channel was primarily driven by growth in average transaction values between 2014 and 2016.
The report "Turkey - The Future of Foodservice to 2021" provides extensive insight and analysis of the Turkish Foodservice market over the next five years (2016-2021) and acts as a vital point of reference for operators or suppliers.
In particular, this report provides the following analysis -
- Overview of Turkey's macro-economic landscape: Detailed analysis of current macro-economic factors and their impact on Turkey’s foodservice market including GDP per capita, consumer price index, population growth and annual household income distribution.
- Growth dynamics: In-depth data and forecasts of key channels (QSR, FSR, Coffee & Tea Shops) within Turkey's foodservice market, including the value of the market, number of transactions, number of outlets and average transaction price.
- Customer segmentation: Identify the most important demographic groups, buying habits and motivations that drive out-of-home meal occasions among segments of the Turkish population.
- Key players: Overview of market leaders within the three major channels including business descriptions and number of outlets.
- Case Studies: Learn from examples of recent successes and failures within the Turkish foodservice market.
- Growing regional instability and political uncertainty has resulted in a heightened level of price sensitivity amongst Turkish consumers. Low priced operators stand to benefit and high prices need to be justified with either quality products or experiences. Many operators are seeing lower sales due to a slump in tourism post-2015.
- Traditional attitudes dominate in a number of channels; however, amongst urban consumers there is an increased emphasis on convenience as consumers become increasingly time-poor. Consumers are also demanding an increased variety of products and cuisine types.
- The coffee and tea shop channel fulfils the role often associated with the pub, club and bar channel in most countries as the default channel for group socializing.
- Specific forecasts of the Turkish foodservice market over the next five years (2016-2021) will give readers the ability to make informed business decisions through identifying emerging/declining markets.
- Consumer segmentation detailing the desires of known consumers among all major foodservice channels (QSR, FSR, Coffee & Tea shops) will allow readers understand the wants and needs of their target demographics.
- Relevant case studies will allow readers to learn from and apply lessons discovered by emerging and major players within Turkey's foodservice market.
GDP and Consumer Price Index
Population and demographic highlights
Annual household income distribution
Introducing the Consumer Segments
Consumer segment profiles and key identification metrics
Segment engagement overview in four key profit sector channels
Profit Sector Metrics
Key metric highlights
Value share and growth by channel
Outlets and transactions growth by channel
Operator buying volumes and growth by channel
Channel historic and future growth dynamics
Outlet type and type of ownership growth dynamics
Profit Sector by Channel
Quick Service Restaurants (QSR)
Summary and key take-out
Full Service Restaurants (FSR)
Summary and key take-out
Coffee and Tea Shops
Summary and key take-out
Cost Sector Metrics
Cost operator trends - historic and future growth
Data and channel share breakdown
- Restaurant Brands International
- Burger King
- Yorpas AS
- Dominos Pizza inc
- Oses Cig Kofte
- Altinkiliclar Khave
- khave Dunyasi
- Gonhul Khavesi
- Retail Food Group
- Gloria Jeans Coffee