Page 28 - AWA Vol.41-No.5. 1

AGriCULtUre eXPortS

turkey Poultry Market Analysis

he Turkey Poultry Market size is estimated at USD 13.43
Tbillion in 2025, and is expected to reach USD 17.93 bil-
lion by 2030, at a CAGR of 5.96% during the forecast period
(2025-2030).
The demand for poultry products, especially chicken and
eggs, is rising in Turkey due to their affordability, nutritional
value, and ease of preparation. This trend is supported by a
rising population and dietary preferences shifting toward pro-
tein-rich foods. Turkish cuisine places an abundance of cul-
tural significance on poultry, particularly chicken. Turkey's tra-
ditional meals, such as Tavuk Güveç (chicken casserole) and
Tavuklu Pilav (chicken pilaf), are mainstays in Turkish homes
and consistently fuel demand for poultry products nationwide.
The processed poultry industry is growing in the country due
to the shift in consumer preferences toward Western-style fast
food and casual dining options. Chicken wings, sausages, and
nuggets, with their association with American-style cuisine permarkets are an essential component of Turkey's poultry
and their uniqueness as finger food, have gained popularity product supply chain, providing customers with easy access to
among Turkish consumers. Thus, many establishments offer premium, fresh poultry cuts as well as value-added products
chicken wings and chicken nuggets on their menus to attract for meal preparation and home cooking. The number of super-
the younger demographic. Turkey's population is primarily markets/hypermarkets is rising in Turkey. Turkish consumers
Muslim, and halal dietary standards affect customer choices in are adopting modern retail formats such as supermarkets due
the poultry industry. Many customers consider halal certifica- to their affordability, variety, and ease of use as their incomes
tion to be crucial, which has created a significant market for and lives change. Supermarkets provide a convenient one-stop
poultry products with this certification. Turkey has seen sig- shop for household goods, groceries, and other daily require-
nificant growth in e-commerce platforms such as migros.com ments. For instance, the number of BIM supermarket stores in
and carrefoursa.com. These platforms provide a convenient Turkey was 9,978 in 2022, according to the US Department of
way for consumers to browse and purchase a wide range of Agriculture.
food products, including chicken nuggets. As a result, the de- Modern trade outlets such as supermarkets and hypermar-
mand for chicken nuggets through online channels is likely to kets offer a wide range of convenience poultry products, in-
be high in the future, with more individuals embracing online cluding pre-marinated chicken, ready-to-cook chicken ke-
shopping and delivery. babs, and pre-cut chicken pieces. These products serve urban
Turkey Poultry Market Trends consumers who are on the go and need quick and simple meal
Rising Demand for Broiler Meat Fueling the Market solutions. For instance, CP Fresh has shops that provide pro-
cessed and ready-to-bake poultry products. The poultry prod-
The demand for poultry is expected to continue to grow over
the long term in the Turkish market as poultry is perceived to ucts market is fiercely contested by major supermarkets/hy-
be a healthier, easier to cook, and more cost-effective option permarkets such as Ekomini, Hakmar, CarrefourSA, BİM, and
than other meats among middle- and low-income families. Migros. These chains hold a major position in the market. To
Moreover, there is a growing consumer preference for organic draw customers, these businesses have large networks of lo-
and free-range broiler meat products, driving players to offer cations all over Turkey and provide a variety of poultry selec-
sustainable and ethical production methods. Broiler chicken tions. For instance, in May 2022, CP Fresh opened its franchise
is a key ingredient used in traditional Turkish cuisine dishes. in the Halkali branch in Istanbul on the European side. CP
Some of the popular dishes containing broiler chicken include Fresh provides Turkish consumers with various poultry prod-
Chicken Skewers, Doner Kebab, Iskender Kebab, and Chicken ucts under the CP brand.
Pilaf. For instance, Doner Kebab comprises a thinly sliced, sea- Turkey Poultry Industry Overview
soned chicken stacked cone-shaped and cooked on a rotating The Turkish poultry meat market is fragmented, with regional
spit. Served in flatbread or wraps with salad and sauces, it is players operating. The prominent players in the market in-
also a popular street food item. clude Erpilic, Proyem Inc., Beypi Beypazari Tarimsal Üretim
The growing awareness regarding the health benefits of Pazarlama Sanayi Ve Ticaret AŞ, Senpilic Gida Sanayi, and Yasar
broiler meat has further accelerated market expansion. One Holding AS. The key players in the market are adopting differ-
of the latest trends in the industry is the adoption of advanced ent strategies like expansions, product innovations, and part-
technologies in production and processing practices. This in- nerships to maintain their position in the poultry meat market.
cludes the utilization of robotics, artificial intelligence, and au- Expansion is the most favored strategy by major players in
tomation in poultry farming operations, leading to improved the Turkish poultry meat market. This strategy aims to create
efficiency and productivity. Due to an increasing number of long-term value by facilitating continued growth throughout
working people, small-scale companies are setting up their the value chain, improving products, diversifying customers
butcher shops near malls, colleges, and corporate buildings. and geographic reach, and enhancing manufacturing and
These small- and medium-scale businesses buy live birds, run other operational processes. For instance, in May 2022, Cha-
their own micro-manufacturing plants, and market their prod- roen Pokphand Foods PCL inaugurated its CP Fresh franchise
ucts locally. Butcher shops/wet markets offer fresh options. in the Halkali branch, Istanbul, Europe side. The branch offers
Modern Trade is a Significant Distribution Channel in a variety of CP brands’ quality products such as chicken, egg,
the Turkish Market ready-to-eat food, processed food, condiments from Thailand,
Modern trade consists of supermarkets/hypermarkets. Su- beverages, and animal food. Circle 36 on enquiry card
26 Vol. 41 No. 5