Market Trends of Turkey Poultry Industry
Rising Demand for Broiler Meat Fueling the Market
The demand for poultry is expected to continue to grow over the long term in the Turkish market as poultry is perceived to be a healthier, easier to cook, and more cost-effective option than other meats among middle- and low-income families. Moreover, there is a growing consumer preference for organic and free-range broiler meat products, driving players to offer sustainable and ethical production methods. Broiler chicken is a key ingredient used in traditional Turkish cuisine dishes. Some of the popular dishes containing broiler chicken include Chicken Skewers, Doner Kebab, Iskender Kebab, and Chicken Pilaf. For instance, Doner Kebab comprises a thinly sliced, seasoned chicken stacked cone-shaped and cooked on a rotating spit. Served in flatbread or wraps with salad and sauces, it is also a popular street food item.
The growing awareness regarding the health benefits of broiler meat has further accelerated market expansion. One of the latest trends in the industry is the adoption of advanced technologies in production and processing practices. This includes the utilization of robotics, artificial intelligence, and automation in poultry farming operations, leading to improved efficiency and productivity. Due to an increasing number of working people, small-scale companies are setting up their butcher shops near malls, colleges, and corporate buildings. These small- and medium-scale businesses buy live birds, run their own micro-manufacturing plants, and market their products locally. Butcher shops/wet markets offer fresh options.
Modern Trade is a Significant Distribution Channel in the Turkish Market
Modern trade consists of supermarkets/hypermarkets. Supermarkets are an essential component of Turkey's poultry product supply chain, providing customers with easy access to premium, fresh poultry cuts as well as value-added products for meal preparation and home cooking. The number of supermarkets/hypermarkets is rising in Turkey. Turkish consumers are adopting modern retail formats such as supermarkets due to their affordability, variety, and ease of use as their incomes and lives change. Supermarkets provide a convenient one-stop shop for household goods, groceries, and other daily requirements. For instance, the number of BIM supermarket stores in Turkey was 9,978 in 2022, according to the US Department of Agriculture.
Modern trade outlets such as supermarkets and hypermarkets offer a wide range of convenience poultry products, including pre-marinated chicken, ready-to-cook chicken kebabs, and pre-cut chicken pieces. These products serve urban consumers who are on the go and need quick and simple meal solutions. For instance, CP Fresh has shops that provide processed and ready-to-bake poultry products. The poultry products market is fiercely contested by major supermarkets/hypermarkets such as Ekomini, Hakmar, CarrefourSA, BİM, and Migros. These chains hold a major position in the market. To draw customers, these businesses have large networks of locations all over Turkey and provide a variety of poultry selections. For instance, in May 2022, CP Fresh opened its franchise in the Halkali branch in Istanbul on the European side. CP Fresh provides Turkish consumers with various poultry products under the CP brand.
