New market study, "Fast Food in Turkey", has been published

In 2013 fast food witnessed good current value growth, demonstrating the second most dynamic performance in current value terms in consumer foodservice in Turkey, due to the success of chained fast food, which recorded 15% current value growth in 2013. The increasing number of outlets was the main reason for the healthy growth. The increasing number of shopping malls also benefited the channel, as more Turkish families started to spend their leisure time in shopping malls, especially at weekends, and consume fast food whilst in the malls.

Competitive Landscape

In 2013 TAB Gida San ve Ticaret accounted for a 37% share of overall fast food sales, with its Burger King (burger fast food), Sbarro (pizza fast food), Popeye’s (chicken fast food) and Arby’s (bakery products fast food) brands. The company’s leadership in burger fast food, in which it also held the highest number of outlets, was the main reason for its leading position within fast food. The company increased its number of outlets from 620 in 2011 to 756 in 2013, which helped it to maintain its leading position. Moreover, TAB Gida promoted Burger King and Popeye’s new products with frequent television and billboard advertising throughout the year. TAB Gida also established its own chained Mediterranean fast food restaurant in 2013, aiming to reach 50 outlets by the end of 2014.

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- http://www.fastmr.com/prod/902695_fast_food_in_turkey.aspx?afid=301

Industry Prospects

Fast food is predicted to record a value CAGR of 7% over the forecast period at constant 2013 prices; lower than the review period value CAGR of 9%, as 2014 is expected to be a year of low growth due to political and economic instability in Turkey, which started at the end of 2013. As of 2015, after the elections are over, due to a more stable environment, growth rates are expected to recover slowly. Fast food is expected to be less challenged by the expected drop in consumer spending on foodservice, as consumers are expected to shift to affordable consumer foodservice channels during the period of crisis. Fast food consumption increases during times of recession, as people want to amuse themselves with little money, and fast food is perfect for this. Families with children are expected to switch from full-service restaurants to fast food outlets, where they can easily control their spending. On the other hand, fast food will continue to benefit from changing lifestyles, as the format is suitable for faster and more hectic lifestyles.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Fast Food industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

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