Industry Overview

Turkey draws attention with its young population

Approximately 30% of the Turkish population consists of children between the ages of 0-17 as from the end of 2012. This rate is 19% in Europe. 

THE DISTRIBUTION OF THE YOUNG POPULATION INCLUDING 23 MILLION CHILDREN IS AS FOLLOWS Age Group Population Population % 0-4 Age 6,279 million 27.3 % 5-9 Age 6,233 million 27,1 % 10-14 Age 6,578 million 28,6 % 15-17 Age 3,887 million 16,9 % Total 22,977 million 100 %

When the Birth Rate is compared with the European countries, it can be seen that Turkey is approximately at the double level

Birth rate / country (According to the statistics of 1000 individual)  Birth Rate / Turkey 18.9 Birth Rate / Average of 15 European Countries  10.0 Birth Rate / Average of 25 European Countries  10.5 Birth Rate / France 12.6 Birth Rate / England 11.9 Birth Rate / Italy 9.9 Birth Rate / Germany 8.4

In Turkey, approximately  1 million 250 thousand babies are born; this number corresponds to 160 babies in average per hour. The number of families having at least one child is 54, 2% of the total number of families. According to the studies carried out, parents spend 60$ - 70$ per month and 720$ - 840$ per year for each of their babies up to the age of 2. The increase in the level of consciousness as well as the desire to foster the children in a healthy way push the families to search for new products and services. On the other hand, high potential of expenditure amounts per baby which is below the world average in all sorts of fields attracts domestic and foreign companies to the market.

Expanding 3-5 times more when compared with other industries, the baby-kid market increases its share in Turkish economy day by day. 

Food Market for Babies and Kids

The number of 0-3 years old babies and kids in Turkey is approximately 4,7 million. Such high rate of 0-3 year’s old babies and kids turns Turkey into a quite attractive country for certain when compared to many European countries. There are two significant basis for the expectations of growth; less number of the families consuming infant food and limited consumption per baby.  The consumption rate of baby food in Turkey is 9,5 kg whereas the world average is 160 kg. In the West Europe, on the other hand, only 20% of the babies between the ages of 0-3 use feeding bottle food.  This means that only 1 million babies out of 4 million use feeding bottle food. The growth of the baby nutrition sector will maintain and gain speed as the awareness of families are raised thanks to the emphasis of the necessity indicating in various media that the food to be given to babies should be different from the ones consumed by adults in terms of ingredients and quality. 

The penetration rate of baby food categories into the houses is only 25%. In general, the families preferring to use baby foods consist a significant part of this sector depending on the frequency of usage. The best example is the category of feeding bottle food and jar formulas.  65% of the baby milk consumption is performed by 13% of the population whereas the majority of the consumption of jar formula ensured by only 9% of the population. 

Sektoregenelbakis

Among all baby nutrition categories, feeding bottle food which is either liquid or powder has the greatest growth rate with the percentage of 28%. Major reasons of such a rapid growth can be summarized in the way that the use of cow’s milk in baby nutrition has gradually decreased as a result of all awareness raising studies and mothers maintain using follow-on milk for a longer period of time. 

The second highest growth has been observed in jar formulas having the growth rate of approximately 18%. 

This category is expected to show a significant increase in the future, as well. There are such jar formula options as fruit puree, vegetable puree, soup, chicken food, yoghurt and milk puddings.  Indeed, the basic consumer benefit in this option featured with ease of use for certain is that the raw materials, namely vegetables and fruit, used in the production of such products are at the standards of baby nutrition. 

Besides the most commonly preferred baby food such as feeding bottle foods, cereal spoon foods and jar formulas, there are also traditional baby nutrition products in Turkey market; for example baby biscuits. Whereas the biscuits constitute only a minor part in other countries, it is regarded as a traditional baby food in Turkey. Baby biscuits constitute approximately 50% of the total baby food market in Turkey. 

Baby and Kids Wear Industry

Turkey is the 7th of the world and 2nd of Europe in terms of garments. Ranking as the 5th of the world in the production of cotton which is the most preferred raw material in Baby and Kid garments, Turkey also plays an important role in organic cotton production thanks to the usage of the latest technology at high quality standards, adapting creative designs as well as the knowledge backgrounds and capabilities of employees.   In addition, Turkey is able to meet the requests of customers rapidly thanks to the flexible production opportunities. The majority of the manufacturers are located in Bursa, Istanbul, Denizli and Izmir; 80% of the production of baby and kid’s wear takes place in Bursa. The country receiving the greatest export in 2012 is Germany with the share of 20%. England, Spain, France, Italy, Holland, Belgium, Russia, Sweden and Denmark respectively follow Germany on this regard. 

Turkey is one of the leading countries in terms of population growth rate

Population Growth % on Annual Basis Expectations for the year of 2004-2020  India 1,3 Turkey 1,2 Ireland 1,2 Mexico 1,1 Brazil 1,1 World Average 1,1 Australia/The USA 0,9 Canada 0,8 China 0,6 Norvay 0,5 Holland/France/Sweden/England 0,3

The industry of baby and kid’s wear is one of the areas which have the greatest share in the segment of baby and kid and expanding in the most rapid way. However, extensity of open market use inconveniences brandization. 

Sektoregenelbakis2

Baby Care

The magnitude of the diaper market in Turkey is calculated to be approximately 350-400 Million Euro. 

84% of the families in Turkey prefer ready diapers. However, 4-5 diapers are consumed per day in Europe whereas the diapers of babies are replaced 3 times in Turkey. The average period of diaper use in Turkey is 27 months. This period is longer in Europe and the longest period of diaper use is in Japan. The number of diaper use for infants and kids is respectively 8 and 4 per day. This number is below the average of Europe. 

Auxiliary cleaning products of diapers in baby care constitute an important market as well. Wet wipe, which is one of the most necessary instruments of diapering, is dealt with in a separate category as the most sold product in the skin care of babies. 

Shampoos and hair creams follow the wet wipes as the most substantial category in skin care. Pharmacy channel is quire competitive in the market of care products in Turkey. 

Baby Equipments

The minor share of the baby market in terms of turnover is constituted by baby equipment from pushchair to feeding bottle and child car seats. Turkey is regarded as a substantial market for baby equipment thanks to its developing economy and growing population. Furthermore, the pushchairs and child car seats which previously fall into luxurious goods in the perceptions of consumers are started to be considered as an important need due to the decreasing prices and increasing consumer awareness especially in 2000’s. The use of child car seats which becomes obligatory through new legislations within the frame of EU harmonization process is one of the most important products that have the potential of expanding within this group. 

Toys

Quite little budget is reserved for toys in Turkey. It is estimated that the expenditure spent for toys per child is 20-25 $ annually in our country. This figure is determined to be 300 $, 350 $ and 35$ respectively in the USA, Europe and world average. Expected growth for the toy market varies between 2 and 4; however, an increase at the rate of 20% is projected together with the increase of educated and young parents in Turkey. Market volume is considered to exceed 2 billion dollars as of 2015 due to the increase of the child population consisting of 18 million children concerning the toy sector in Turkey. 85% of the toy sector depends on export in Turkey. In parallel with the increase of export, toy market also makes progress significantly.  

Furniture and Home Textile

The economic growth of Furniture sector has reached $ 7 billion. The share of Children and Young products are %5. However, this rate rises gradually with the increase of the number of population and at the same time national income. 20% of this rate consists of baby furniture; this rate is equal to average 70 million of market share.

 A present perception related to being temporary of baby furniture in Turkey. Therefore, the families prefer to pass especially for babies between 0-2 years with baby furniture and they prefer children room for subsequent ages. For the families having baby for the first time and having a better economic situation is the situation slightly different. These families have "special baby rooms" prepared and shop from boutique companies, which make private production. It is explained that in baby furniture market, the private boutiques have 10% shares.

Home textile products including sleep sets, bed lining and quilt cover sets create a major market in baby and children market. Turkey, which can make production of various products such as niche, organic or bamboo on issue of home textile, meets an important demand in the world on this subject. Our Countrys goal, which is third in export in the world, is to place first place for the coming years.

“This Fair is organized under supervision of TOBB (The Union of Chambers and Commodity Exchanges of Turkey) in accordance with the Law No.5174”
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