Storecheck Turkey – tradition, modernity and lots of enjoyment

Turkey is a country for connoisseurs. In addition to its rich cultural tradition and impressive architecture, the state between Europe and Asia offers a literally tasteful culinary diversity, which is also firmly established in the extensive supermarket landscape. Classic delicacies from Turkish cuisine have their place in the various stores, as do foods for modern, trendy eating habits. This is the most important finding from our store check in the spectacular capital city of Istanbul. Below, we take a closer look at the most important supermarkets and the most impressive product range trends.

Overview of the most important supermarkets in Turkey

Basically, everything is represented in Turkey, from traditional small neighborhood stores to large supermarkets for international products. A strong growth in discount stores has been observed over the last few years. BIM, the leading discount chain, has a nationwide presence with thousands of stores. It is known for its own brands and low prices. It is followed by A101 and SOK with rapidly expanding store networks and a focus on basic food and household items and a mix of own brands and well-known national and international brands respectively.

The traditional supermarket sector is dominated by foreign chains such as Carrefour from France and Migros from Switzerland. While Carrefour operates supermarkets and hypermarkets in Turkey, Migros is available in even more formats: Jet (small), M (medium), MM (large) and MMM (very large). The Swiss group stands for a wide range of products in the higher price segment. Primarily represented in affluent districts of larger cities such as Istanbul, Ankara and Izmir, Macro Center, which is also part of the Migros Group, acts as a niche provider of premium products and successfully serves customers from the upper class and expatriates.

The expansion of discount stores and supermarket chains in particular, but also the growing importance of online delivery services – especially in large cities – means that traditional mini-markets are coming under increasing pressure. These so-called bakkals are often family-run and focus on typical Turkish cuisine products. Also worth mentioning are the former Tekel branches, which were state-run outlets for tobacco and alcoholic beverages. Now largely privatized and converted into small convenience stores, they often also sell basic foodstuffs and snacks.

‘Organics’ – organic products on the unstoppable rise

As almost everywhere in Europe, organic products are also clearly on the rise in Turkey. Since the early 2000s, the demand for healthy, sustainable food has been steadily increasing, recently by ten to 20 percent annually. This trend is reflected in the increasing number of certified organic farmers and the expansion of cultivation areas for organic products, especially olive oil, dried fruit, herbs, nuts and cotton.

Consumers are increasingly interested in products that are free from harmful substances – for the sake of their own well-being and that of the environment. Accordingly, discounters and traditional supermarkets are increasingly focusing on organic products. In addition, more and more specialized organic stores are opening in large cities. Organic food is also gaining importance in online sales and delivery services.

Interesting fact: regulated by the Turkish Ministry of Agriculture, the term ‘organic’ is officially reserved for certified organic products in the country. This law comes with several advantages – for brands and consumers alike:

– Marketing strategy: brands often place the term very prominently on packaging to emphasize the quality and added value of the respective products.

– Differentiation from conventional products: ‘Organic’ serves as a clear distinction from products from non-organic cultivation and is intended to justify higher prices.

– Recognizability: The term ensures clear, easily recognizable branding so that consumers can quickly and easily identify organic products.

– International harmonization: The use of a similar term as in many Western countries facilitates international trade and understanding for tourists in Turkey.

Despite the overall positive development, there are still several challenges to overcome. For example, the often significantly higher prices for organic products contrast with the limited purchasing power of many Turkish consumers. In addition, availability is unevenly distributed throughout the country. Supplying rural areas in particular is (still) difficult. In some cases, consumers first have to be convinced of the benefits of organic products.

Vegan brands and products to meet the growing demand

Although Turkish cuisine traditionally relies heavily on meat and dairy products, we noticed an increasing openness towards plant-based alternatives during our store check in Turkey. This development is due to the fact that more and more Turks – especially younger generations and city dwellers – are interested in and opting for a vegan diet for health, ethical and ecological reasons.

Turkish manufacturers and supermarkets now offer a considerable range of vegan products. These mainly include plant-based meat and dairy substitutes. Foods based on soy, peas and/or nuts are particularly popular, for example from domestic brands such as SAF and Veggy or international brands such as Alpro. Ülker, one of the best-known confectionery manufacturers in Turkey, also offers vegan chocolate.

It is also noticeable that more and more vegan restaurants are opening and traditional Turkish dishes are increasingly being prepared (also) in vegan form. These new interpretations make veganism more accessible and attractive to many Turks. Some dishes from Turkish cuisine are already vegan by nature or can be veganized relatively easily.

Turkish influencers and social media platforms play an important role in spreading the vegan lifestyle. They help to break down prejudices and present a vegan diet as modern and sensible.

However, similar to the organic trend, there is still significant potential for improvement here despite the enormous growth. The sometimes higher prices for vegan products and limited availability in rural areas, as well as the need to overcome traditional eating habits, pose challenges.

However, the increasing demand offers companies the opportunity to develop and market innovative vegan products. There are also opportunities to export such products, particularly to the Middle East and Europe. The combination of traditional Turkish cuisine and plant-based alternatives could make national brands interesting players in the global market for vegan products.

Required by law: Options for a gluten-free diet

Gluten-free products are not only a trend in Turkish supermarkets, but have also been a legal requirement since June 2024 (fully from September 2024). This means that large supermarket chains with more than 200 stores are obliged to offer gluten-free food in their stores. Depending on the size of the store, certain types of products must also be available “glutensiz”:

– Flour and sweet and savory snacks in stores with more than 250 square meters
– Flour, sweet and savory snacks as well as bread and pasta in stores with more than 400 square meters

The aim is to make it easier for people with a gluten intolerance, allergy or sensitivity to access gluten-free foods. Thanks in particular to improved medical diagnostics, more and more sufferers are aware of their gluten intolerance. But even without this background, many people today are interested in a gluten-free diet as part of a health-conscious lifestyle.

Some people are therefore dependent on gluten-free food for health reasons, while others choose this diet voluntarily. Due to the combination of both groups, demand is now so high that more and more gluten-free products are coming onto the market. The variety of gluten-free bread, pasta, snacks, baked goods and ready meals is growing, which means an appealing choice for the target groups.

In addition to gluten-free products from imported brands such as Schär and Barilla, Turkish supermarkets also stock numerous products from domestic brands. In this context, tada! is particularly worth mentioning. The brand from Istanbul offers a wide range of foods for a diet without the critical protein in wheat, barley, rye and oats, from muesli and snacks to sauces, frozen products and ready meals.

Fropie’s range includes gluten-free snacks made from freeze-dried fruit and vegetables with no added sugar or preservatives. Nustil follows a similar approach. And even traditional Turkish brands such as Eti are venturing into the gluten-free segment. With ‘Pronot’, the manufacturer has developed its own product line for high-quality gluten-free snacks that taste classically “Turkish” despite the modified ingredients.

Speaking of taste: apart from the price issue – products without gluten are usually more expensive than those with gluten – brands are still faced with the challenge of optimizing the taste and texture of some gluten-free products.

Nuts and other snacks as popular snacks

Turks love to nibble and snack. This is reflected in the wide range of nuts and other snacks on offer in supermarkets. Pistachios in particular, mainly from the Gaziantep region, are extremely popular – not only in Turkey, but worldwide. They are used in many popular Turkish desserts, such as baklava.

Hazelnuts from the Black Sea region are also extremely popular. The locals simply enjoy them as a snack or use the crunchy kernels in chocolate and other confectionery. Roasted and lightly salted pumpkin seeds are also eaten with great relish, whether on their own or incorporated into various dishes.

Çekirdek, or sunflower seeds, are also one of the Turks’ favorite snacks. They are a must at social gatherings with family or friends, such as passionately watching sporting events together – if only to calm the nerves.

Of course, Turkish gourmets don’t say no to salty or sweet sins either. Whether it’s potato chips, gummy bears, chocolate or milk snacks from the chiller cabinet, there is a great deal of enthusiasm for these snacks and treats. Domestic brands have also established themselves alongside international brands:

– Patos potato chips are just as popular as those from Pringles, Ruffles, Lays, Cheetos or Doritos, at parties, picnics or simply for crunchy delights at home.

– Not only Haribo offers delicious gummy bears; the fruit gums from the Turkish brands Jelibon by Kent and Yupo by Ülker are also very popular, especially with children and young people.

– Chocolate has a large fan base in Turkey. The local brand Ülker is particularly popular, but international brands such as Milka, Lindt and kinder are also widely available.

Fun fact: Many migrant families living in Germany bring their relatives and friends in Turkey Aldi Nussknacker and Nussbeisser chocolates as gifts during their summer vacation. As a result, they have already achieved cult status in the country.

– Süt Burger from Eti and kinder Pingui are permanent fixtures on the refrigerated shelves in Turkish supermarkets. Ozmo Cool and Oreo Milk & Cocoa Biscuit are also common. This means that national and international brands are also mixed in the chilled segment.

Packaging designs and product advertising specifically for children

How the packaging of products for children is designed is largely unregulated in Turkey. The same applies to advertising for such products. Brands naturally take advantage of this leeway. They use various tactics to attract young consumers to their products. The focus is on creating a strong visual appeal and emotional connection with children in order to persuade them or their parents or guardians to make a purchase.

Packaging designs for sweets and snacks, as well as soaps and other products specifically for children, are dominated by eye-catching, vibrant, bright colors – they attract attention. Popular cartoon and animated characters or well-known mascots often adorn the packaging. In addition, some packaging features interactive elements such as games, puzzles or collectibles. Common strategies also include uniquely shaped containers and child-friendly portions.

In Turkey, the advertising landscape for children’s products is very aggressive. Commercials are often aimed directly at adolescent consumers and use “young” language and themes that target the interests of most kids. The ads are usually aired at times when the little ones are most likely to be watching TV. It is not uncommon for brands to use celebrities that are popular with children, such as athletes or entertainers, for the commercials. Links to popular films, TV shows or toys are also popular stylistic devices.

The purpose of all these measures is to maximize the appeal of the products for children.

Orhan Irmak Tasarim – our creative GLBA partner

During our store check in Turkey, we also discovered some product designs by our GLBA partner Orhan Irmak Tasarim. The Istanbul-based packaging design agency is responsible for the packaging design of several Ülker and tadim products, among other things. Many of Orhan Irmak Tasarim’s designs have won awards. See our favorites here:

Turkish packaging designs to enjoy

As the saying goes: a picture is worth a thousand words. With this in mind, we would like to present a few designs that we particularly liked:

Pure inspiration: innovative packaging shapes

Last but not least, we would like to show you several innovative packaging shapes that we find extremely inspiring: