A young population, rising middle-class incomes and rising female labor force participation are driving Turkish consumerism. With a population of 77.7 million and the median age about 30, Turkey is a prominent emerging market for U.S. agricultural products. The Turkish market is very dynamic, with interest in new products, yet also very competitive. Despite Turkey’s growing market, political and economic instability in neighboring countries disturbed traders for 2016. Opportunities exist for functional foods and ethnic flavors which are on the radar of young consumers.
|Product||Imports, 2015||5-Yr. Import Growth||Key Constraints to Market Development||Market Attractiveness for USA|
|Tree nuts||270||12%||Depreciation of Turkish Lira against U.S. Dollar led to higher import costs. Political instability in Turkey’s re-export markets.||Rising incomes translate into demand for new products; export demand requires mixing nuts not available in Turkey, as ingredient of traditional pastries.|
|Processed fruits||171||23%||European countries supply niche products whereas Far East and other countries supply tropical fruits||Turkey has a great amount of domestic production which creates a vast supply for processors and the imported varieties are mostly tropical fruits that are not grown domestically.|
|Wine and Beer||22||26%||Import tariffs, fees and sales tax raise the price of all spirits considerably. Strict advertising and marketing restrictions are implemented since early 2013.||Rising incomes have contributed to growing interest in spirits and cocktails. There are few varieties available domestically, and brand recognition are advantages for U.S. products.|
|Pet food||41||7.7%||European products are less expensive and more familiar; Bio safety Law prohibits imports that test positive for biotech content.||U.S. product variety and perceived quality.|
|Snack Food||45||8.2%||Domestic production is abundant and inexpensive; Price sensitivity; Bio safety Law prohibits imports that test positive for biotech content.||U.S. varieties not available on the market; perceived high quality.|