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8/17/2019 Estudio Mercado Frutas en Turkia
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July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
Page 2
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• Chile is the number one fresh fruit exporter from the Southern Hemisphere, representing45% of total fruits exported from this region. Main competitors are New Zealand, South
Africa and Australia.
• Fruit is the third most important sector within the national economy. Chile’s fresh fruit
industry is made up of 7800 fresh fruit growers working 250.000 hectares of cultivated land.
• Today the Chilean fresh fruit industry exports more than 75 different varieties to more than100 different countries around the world.
• Chile is ranked amongst both the Southern Hemisphere’s and the World’s top fresh fruit
exporters in a number of product categories including table grapes and plums.
Background
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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• 53% of all Chilean exports during the2007-2008 season were concentrated in
just three countries, of which the 3 main
ones were the United States (34%) , the
Netherlands (13%) and the United
Kingdom (5.8%)• The export to the Europe is in an
increasing trend in recent years and
reach up to 816,337 metrics tons in
2007-2008. Currently 35% of fruit expert
Background, cont’d
Chilean Fruit exports by destination market (2007/08)
Europe
35%
US
35%
Latin Am erica
16%
Asia
9%
Middle East
5%
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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is done to Europe.
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Business Needs Assessment
• In line with strategy regarding growing in Europe, Chile is seeking access to
Turkey. Having large consumer base and high level of fruit consumption
make Turkey an interesting and significant market for Chile.• With this approach ASOEX- a private organization, formed by the Chilean
exporters of fresh fruit- requested a study to have a full understanding of
Turkey market, dynamics, import situation & supply process, consumer
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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e av or an percep on owar s mpor e ru s
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The objectives of the study are to:
• estimate market size
• ascertain dynamics of fruit market in Turkey• understand the current infrastructure facilities• see market potential for Chilean fruits in Turkey• define business opportunities and challenges for Chilean fruits in Turkey•
Objectives
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
Page 6
• understand consumer fruit consumption habits and perception towardsimport fruits
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Research Design
Marketsituation:
Turkey
Highlights
• Figures regarding retailer sector areprovided from Nielsen Retail Audit data.
• Economic indicators are from press.
Desk ResearchB2B Interviews
– Retailers / Super markets (local, national chains
Nielsen Retail Data
Desk research
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
Page 9
RetailChannel
Evaluation
B2B interviews
an g supermar e s , sma w o esa e mar e s
and fruit halls– 4/5-Star Hotels, holiday villages
– Restaurants-High social class
– Istanbul, Ankara, Izmir, Antalya, Adana and Bursa– 150 sample size
– 63 interviews with retailers (chains,
independent supermarket and greengrocers)– 80 at CAFH points (4/5* hotels and luxuryrestaurants)
– 7 wholesale market
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Research Design
• Fruit importers, food importers association• Government departments; like agriculture ministry,
Undersecretariat of Foreign Trade• Port authorities• Agriculture Produce Market Committees• Import fruit wholesalers/fruit market hallsA total of 5 interviews
MarketInformation:
Main players
In-depth interviews
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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F2F interviewsA total of 450 interviews in Istanbul, Ankara,
Izmir, Antalya, Adana and Bursa
Participants;– 18+– AB and C1 SES– Females and males– Who consume fresh fruit at least once in 2
weeks
Purchasebehaviour:
Consumer
attitudes towardsfresh fruit
Consumer Research
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July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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Introducing Turkey – Main Attractions
• The Anatolian peninsula (also called Asia
Minor), comprising most of modern Turkey, is
one of the oldest continually inhabited regions
in the world due to its location at the
intersection of Asia and Europe.
• Modern Turkey was founded in 1923 from the
Anatolian remnants of the Ottoman Empire
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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Introducing Turkey – Main Attractions
Land : 780,580 sq km
Population : 71 mio (world’s 17th most populous nation)
Average age : 29 years (only 7% of the population is over 65)
GNP per capita : 9305$
Unemployment rate : 16,5
Literacy rate : 87,4%
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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Inflation rate : 10% (2008)HH Disposable income : Euro 607 (monthly)
Major religion :Islam
• 19 million telephone lines
• 52 million mobile phones
• HH internet penetration: % 32
Source: CIA factbook
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• 50% Female, 50% Male• 70% lives in urban, 30 % in Rural
• Top 10 Cities (out of 81) is making 48% of Turkish population• 36% population are living in 5 main cities.
’07 Population Census: 71 million…
•I•stanbul •% 17,8
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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•Ankara •% 6,4•I•zmir •% 5,3
•Bursa •% 3,5
•Adana •% 2,8
•Konya •% 2,8
•Antalya •% 2,6
•Mersin •% 2,2•Gaziantep •% 2,3
•S•anl•i•urfa •% 2,2
•35,8
•12,1
•47,9
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People… High profile life style (AB SEC)
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People… Medium profile life style (C1C2 SEC)
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People… Low profile life style (DE SEC)
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Turkish Fresh Fruit MarketPotential Study
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April Top-Line:
Country ResultsUS CA FR DE UK IT ES BR RU IN CN TR
5,4
-16,2
45 ***
***
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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*Nielsen Market Index Volume defined as unit change vs. YAGO(For Turkey, Turkey with BIM and June YTD data used.)^ Nielsen Global Consumer Confidence measure is from 4/09 andis benchmarked vs. the Global Confidence avg. of 77**Nielsen Market Index Value defined as dollar change vs. YAGO(For Turkey, Turkey with BIM and June YTD data used.)
*** YTD’09 vs YTD’08
Very Strong Growth: >= +5%
Very Negative:
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GDP (% Change )
CPI (SIS)
FMCG Market Growth
20022002 20032003 20042004 20052005 20062006 20072007
6,2 5,3 9,4 8,4 6,9 4,6
29,7 18,4 9,3 7,7 9,6 8,4
-2,8 8,7 8,8 8,4 7,2 3,9
20082008
1,1
2,4
10,1
20012001
-5,7
68,5
-4,1
GDP per Capita $ 3517 4531 5779 7027 7609 9191
Turkish Economic Outlook
-
20092009
2,4***
5.4**
-13,8*
10913**10436
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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FMCG Market Growth(Exl Tobacco)
Note: FMCG Market Growth includes only the categories that Nielsen tracks in retail panel. (Deflated value growth)
*July 2009**GDP per capita target in 2009*** Total Turkey - YTD June’09 vs YTD June’08**** Quarter difference (%) vs year ago
-8,7 2 10,9 10,2 4,3 4,3 3,1
PPI (SIS) 30,8 13,9 13,8 2,7 11,6 5,9 8,188,6
-8,0
USD PARITY CHANGE(%) 96 23 -1 -5 -6 7 -9 -1
Unemployment Rate (%) 10,3 10,5 10,3 10,3 9,9 9,8 10,68,4 14,9
April`09
3,6***
38****
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2008 (realized) 2009 (target) 2010 (target) 2011 (target)
Government Targets
Government revised 2009 targets in the first quarter, Turkey isexpecting negative growth in 2009.
-
Revised TargetsTOTAL TURKEY
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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, , , ,
Inflation (CPI) 10,1% 7,5% 6,5% 5,5%
Budget Deficit 17 billion TL 13 billion TL 39 billion TL 40 billion TL
Source: Ministry of Finance
,
49 billion TL
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Reel GDP Comparison between Turkey and Other
Countries (2001= 100)
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
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14,9%15,8%16,1%15,5%
18,0% 120
Agriculturel Employment Unemployment Rate
The Unemployment in Turkey•Since the real effect of the global crisis had been started in the beginning of 2009,
unemployment rate made the highest peak in February`09.
•In April’09 unemployment rate started to decrease.
•The employment rate in agriculture is decreasing drastically by the years. From thebeginning of the 2000, Turkey is looking for new field of business activities for currentunemployed people and also trying to find a solution for hidden unemployment rate of
agriculture field.
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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36 34 30 26 25
6,5%
8,4%10,3% 10,5% 10,3% 10,3% 9,9% 9,9% 11,0%
0,0%
3,0%
6,0%
9,0%
12,0%
,
2 0 0 0
2 0 0 1
2 0 0 2
2 0 0 3
2 0 0 4
2 0 0 5
2 0 0 6
2 0 0 7
2 0 0 8
J a n ' 0
9
F e b ' 0
9
M a r c h ' 0
9
A p r i l ' 0 9
0
20
40
60
80
Source: TUIK
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W ewi
t n e s s e d aV t y p
e C r i si si n2 0 0 1
,wi t h Q2 2 0 0 3
b ei n g t h er e c ov
er y.
T ur
k e yK e y
E c on om
i cM e a s
ur e s– G
r ow t h
0 , 0
5 , 0
1 0 , 0
1 5 , 0
2 0 , 0
J ul y 2 3 ,2 0 1 0
C o
T ur k i sh F r e sh F r ui t M
ar k e t
P o t en t i al S t u d y
P a g e2 4
-2 5 , 0
-2 0 , 0
-1 5 , 0
-1 0 , 0
- 5 , 0
2000 Q-1
2000 Q-
2000 Q-
2000 Q-
2001 Q-1
2001 Q-
2001 Q-
2001 Q-
2002 Q-1
2002 Q-
2002 Q-
2002 Q-
2003 Q-1
2003 Q-
2003 Q-
2003 Q-
2004 Q-1
2004 Q-
2004 Q-
2004 Q-
2005 Q-1
2005 Q-
2005 Q-
2005 Q-
2006 Q-1
2006 Q-
2006 Q-2006 Q-
2007 Q-1
2007 Q-
2007 Q-
T U I K -
GD P
G
r ow t h %
T U I K -I n
d u s t r i al P r o
d u c t i on
Gr ow
t h %
N I E L
S E N -F M
C Gw
/ oT
o b a c c oD
ef l a
t e d V
al u
e Gr ow
t h %
N I E L
S E N -F M
C Gw
/ oT
o b a c c oV
ol u
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-20,0
-15,0
-10,0
-5,0
0,0
5,0
10,0
15,0
20,0
2008 Crisis 2000-2001 Crisis
Turkey Key Economic Measures – Growth Rates (%)(comparison of current and 2001 crisis)
GDP Change %
2007Q3
2000Q1
2009Q1
2001Q3
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
Page 25
-15,0
-10,0
-5,0
0,0
5,0
10,0
2008 Crisis 2000-2001 Crisis-20,0
-15,0
-10,0
-5,0
0,0
5,0
10,0
2008 Crisis 2000-2001 Crisis
FMCG w/o Tobacco Volume Change % FMCG w/o Tobacco Value Change %
2007Q3
2000Q1
2009Q2
2001Q4
2007Q3
2000Q1
2009Q2
2001Q4
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Total
Industry
Food &
Beverage
Manufacturing
Tobacco
Products
Manufacturing
Textile
Manufacturing
Automotive
Manufacturing
Turkey Key Economic Measures – Industry Growth Rates (%)
Food sector realized negative growth parallel to total Industry in 2001 crisis while we still facepositive growth in 2008 Global crisis. The main effect is seen in Automotive Manufacturing in
2008 crisis. Food sector is not effected from the crisis at the end of 2008 due to lower dependencytowards USD & banking sector. Consumers purchasing power did not fall down at fast as 2001 crisis.
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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2001Q22001Q22001Q22001Q2 -11% -3% -13% -8% -49%
2001Q32001Q32001Q32001Q3 -10% -3% 8% -3% -50%
2001Q42001Q42001Q42001Q4 -12% -4% 9% -5% -54%
2008Q42008Q42008Q42008Q4 -13% 6% 7% -17% -37%
Source : TUIK (Turkish Statistical Institute)
USD Parity Change (%)2001 962008 -1
Inflation (%)2001 68,5%2008 10,1 %
2002002002009QQQQ2 -15% -2% -4% -15% -42%
2002002002009QQQQ1-22% -2% 9% -25% -57%
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July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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The number of Traditional retailers decreased significantly in the Crisisperiod in 2001 while Small Supermarkets continue to increase in number.
4000
5000
6000
140000
160000
180000
200000
SPM>2500
Retail Channel Trend - UNIVERSE (1996 – 2008)
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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0
1000
2000
3000
1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008
0
20000
40000
60000
80000
100000
120000 SPM 1000-2499
SPM 400-999
SPM
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ModernModernTradeTrade
Turnover Shares (%)- Total FMCG excl Tobacco -
22,922,9 23,323,3
Small formats trade weight increased in total FMCG Trade with share gain ofdiscounter & local supermarkets.
SPM>2500
SPM 1000 – 2500
SPM 400 - 1000
23,323,3
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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SmallSmallSupermarketsSupermarkets
TraditionalTraditionalTradeTrade
62,462,4 60,760,7
14,614,6 16,016,0
•Medium Market
•Groceries
•Dry Fruit Vendors•Snacks
•Gas Stations
•Perfumery
•Pharmacy
SPM < 400
Local ChainsDiscounter Markets
Local Supermarkets
64,064,0
12,712,7
YTD’07YTD’07 YTD’08YTD’08 YTD’09YTD’09
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Basic Information on Main National & Local
Market Chains
Name Brands-Sub-brands & no. of stores Geographical coverage
MIGROS(www.migros.com.tr)
Migros- 262Tansaş- 296Şok (discount markets)-804
Macrocenter (gourmet markets)-9Ramstore-19Total: 1390 storesTotal sales area: 1.339.441 m2Total sales (2008): 5.1 billion TL/ 3.2 billion US$
NationwideRamstores: Kazaksthan, Kyrgysthan, Azerbaijan, Macedonia,
CARREFOUR(www.carrefour.com.tr)
Hypermarkets - 14Carrefour Express-151Total: 165 stores
Carrefour: 41 cities
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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(www.dia.com.tr) . ,
Dia (discount markets)- 631
Total sales (2008): 683 million TL/ 430 billion US$
METRO GROUP(www.metro-group.com.tr)
Metro/Makro Cash&Carry-13Real Hypermarket: 12Total sales (2008): 1.3 billion Euro(incl. Media Markt sales)
Metro: Adana, Ankara (2), Antalya (2), Bursa, Gaziantep, İstanbul(3), İzmir, Muğla, KonyaReal: Adana, Ankara (2), Antalya, Bursa, Gaziantep, İstanbul (4),Kocaeli (Izmit), Konya
BIM(www.bim.com.tr)
BIM (discount markets): 2250Store size : 200 to 600 m2Total sales (2008): 4.2 billion TL/ 2,65 billion US$
NationwideMorocco (10 stores at Casablanca)
KILER
(www.kiler.com.tr)
Kiler- 162
Total sales (2008) : 700 million TL/ 440 million US$
54 stores in Ankara, 45 stores in Istanbul, 8 stores in Adana, 7
stores in Kayseri and 48 stores in various cities
ADESE(www.adese.com.tr)
Adese- 49Adesem-83Total: 132 storesTotal sales area: 103.000 m2Total sales (2008): 507 million TL/ 318 million US$
8 citiesKonya : 95, Ankara: 14, Mersin 5, Aksaray: 2, İstanbul: 8 ,Kocaeli: 4, Karaman: 3, Sakarya: 1
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Basic Information on Main National & LocalMarket Chains
Name Brands-Sub-brands & no. of stores Geographical coverage
TESCO-KIPA
(www.tesco.kipa.com.tr)
Kipa-34 hypermarkets,Kipa Ekspres-69Total: 103 stores
Total sales ares: ~220.000 m2Total sales (2008): 1,4 billion TL/ 895 million US$
Aegean & Marmara regions
A-101(www.a101.com.tr) A-101 (discount markets)-336
İstanbul: 112, Ankara: 30, İzmir: 21, Tekjirdağ: 25, Antalya: 26Other 17 cities: 122
MAKROMARKETwww.makromarket.net
Makromarket- 104Total sales area: 104.850 m2Uyum: 30Total sales area: 33.310 m2
Makromarket: Ankara:69, Antalya: 2, Karaman:2, Mersin:4,Konya: 10, Kırıkkale:1, Kayseri:13, Malatya:1, Samsun:2
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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. . .Total: 134 storesTotal sales area (Makromarket+Uyum): 138.160 m2
yum: stan u
KIM(www.kimgroup.com.tr) KIM (discount markets)-43
İstanbul: 40, Kocaeli: 3
MOPAŞ(www.mopashipermarket.com.tr)
(www.mopasmarket.com.tr)Mopaş- 48Total sales area: 36.000 m2
İstanbul: 29, Bursa: 12, other cities: 7
PEHLIVANOGLU(www.pehlivanoglu.com.tr) Pehlivanoğlu- 82 İzmir: 50, Other cities of Aegean region: 32
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Turkish Fresh Fruit Sector
• About 80 types of fruits are cultivated in Turkey.
• About 13 million tons of fresh fruits (except olive, hard-shell fruit, watermelon,
melon, tea and spice plants) per year are produced in Turkey.
• One-third of this (approximately)13 million production is grape. Apple followsgrape in production ranking.
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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F h F it P d ti i T k
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Fresh Fruit Production in Turkey
Production (Tons)
Fruits 2007 2008
Grapes 3 612 781 3 928 144
Banana 189 107 200 146
Fig 210 152 205 800
Kiwi 15 242 19 320
Avocado 931 958
Oranges 1 426 965 1 397 186
Mandarins 744 339 744 341Lemon 651 767 668 893
Grapefruit 162 621 167 611
Bitter orange 2 972 3 167
Apple 2 457 845 2 495 229
Pear 356 281 355 364
Peach 539 435 549 271
• The first three most produced fruits (grape,
apple, orange) have a %60 share in total
production.• Turkey holds a place at the top in fruit
production ranking in the world.
•Quantity of produced fruits in 2007 and in 2008 are as shown in the table.
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
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Apricot 557 572 715 212
Wild apricot 32 160 33 800Cherry 398 141 342 507
Sour cherry 180 917 185 983
Cornelian cherry 9 722 10 927
Eleagnus 4 324 4 686
Japanese plum 12 415 12 617
Medlar 4 217 4 298
Strawberry 250 316 260 258
Raspberry 2 103 2 050
Mulberry 61 665 65 188
Pomegranate 106 560 125 980
Quince 95 015 95 511
Persimmon 23 713 24 393
Carob 12 097 15 159
Total 12 362 249 12 882 376
Fruits Rank in world production
Apricot 1
Figs 1
Cherry 1
Quince 1
Apple 3
Grapes 5
Source: Turkstat
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Geographical Dispersion of Production
According to Selected Fruits• In Turkey, the fruit production is made on a considerably wide geography
depending on climate and land
• Beginning from 2008, the fruit production is made on a 29 million acres area.
• Based on the fruits analyzed, the top producing cities and their production
figures of year 2008 are as shown in the following table.
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Fruit name/varietyTotal production in 2008
(tons) Main producer cities Prod. Quantity (tons)
Avocados 958 Antalya 761
Mersin (Icel) 168
Orange (Washington) 1.121.723
Antalya 319.493
Hatay 278.596
Mersin (Icel) 219.805
Adana 206.051
Geographical Dispersion of Production
According to Selected Fruits-Top Producer Cities
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
Page 36
Orange (Jaffa) 69.673 .
Antalya 13.891
Orange (others) 235.760 Adana 95.079
Antalya 47.235
Mandarin(Clementine) 61.763
Adana 35.090
Antalya 10.849
Mandarin (King) 5.865 Mersin (Icel) 5.240
Mandarin (Satsuma) 455.255
Hatay 174.328
Izmir 91.330
Mersin (Icel) 75.338
Mandarin (others) 233.590 Adana 175.321
Source: Turkstat
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Geographical Dispersion of Production According
to Selected Fruits-Top Producer Cities, cont’d
Fruit name/varietyTotal production in 2008
(tons) Main producer cities Prod. Quantity (tons)
Grapefruit 167.611
Adana 99.926
Mersin (Icel) 31.062Hatay 29.875
Lemons 668.893
Mersin (Icel) 488.964
Adana 62.373
Antal a 57.144
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Turkish Fresh Fruit MarketPotential Study
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Bitter Orange 3.167 Adana 2.179
Table Grape w/seed 1.490.185
Mersin (Icel) 198.123
Kahramanmaras 146.116
Diyarbakir 116.768
Bursa 67.263
Table Grape seedless 480.501
Manisa 297.773
Denizli 99.539
Izmir 47.466
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Fruit name/varietyTotal production in 2008
(tons) Main producer cities Prod. Quantity (tons)
Apple (Amasya) 200.009 Nigde 88.704
Kayseri 18.446
Apple (Golden) 705.896
Isparta 187.101
Karaman 76.219
Canakkale 53.817
Antalya 53.088
Nigde 49.523
Geographical Dispersion of Production According
to Selected Fruits-Top Producer Cities, cont’d
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit MarketPotential Study
Page 38
Apple (Granny Smith) 47.438
Karaman 11.258
Yalova 6.394
Nigde 5.560
Apple (Starking) 1.332.776
Isparta 328.663
Karaman 276.555
Denizli 170.492
Antalya 124.223
Apple (others) 218.375
Nigde 28.328
Isparta 14.611
Bursa 11.829
Konya 10.539
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Geographical Dispersion of Production According
to Selected Fruits-Top Producer Cities, cont’d Fruit name/variety
Total production in 2008
(tons) Main producer cities Prod. Quantity (tons)
Pears 355.364
Bursa 77.826
Antalya 41.775
Ankara 17.999
Cherry 342.507
Izmir 31.940
Bursa 30.577
Amasya 24.146
Manisa 22.968
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Konya 18.703
Sour Cherry 185.983
Afyon 42.221
Ankara 28.613
Kutahya 25.471
Nectarine 49.144
Canakkale 18.460
Bursa 8.983
Yalova 6.326
Peach 502.762
Bursa 128.780
Mersin (Icel) 73.888
Izmir 55.380
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Geographical Dispersion of Production According
to Selected Fruits-Top Producer Cities, cont’d
Fruit name/varietyTotal production in 2008
(tons) Main producer cities Prod. Quantity (tons)
Plums 248.377
Hatay 24.663
Mersin (Icel) 19.973Bursa 17.732
Manisa 13.729
Antalya 12.615
Yalova 6.559
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Kiwi 19.320 Rize 3.300
Ordu 3.002
Giresun 2.444
Strawberry 260.258
Mersin (Icel) 137.985
Bursa 33.088
Antalya 26.020
Aydin 18.888
Raspberry 2.050 Bursa 1.943
G hi l Di i f T P d
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Geographical Dispersion of Top ProducerCities by Selected Fruits
T.grapes w/ seed, apples ,pears,cherry, peach, nectarine,plums,strawberry, raspberry
Yalova City:Apple, nectarine, kiwi Kiwi
T.Grapes seedless, apple
Pears
Sour cherry
T.Grapes seedless,cherry, plums
AppleNectarine
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Oranges, mandarins, grapefruits, plums
MandarinsT.grapes seedlessCherryPeach
Avocado, oranges, mandarins, lemonsapples,pears, plums, strawberry Avocado, oranges, mandarins,
grapefruit, lemons, t.grapes w/seed,peach, plums, strawberry
Oranges, mandarins, grapefruits, lemons,
bitter orange
Kahramanmaras
T.grape w/ seed
Apple
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Fruit Availability Table
Fruit/Varieties Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
Avocado-imported
Pineapple-imported
Oranges
Mandarins
Grapefruits
Lemons
Table grapes
A les-Red
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Apple-Granny Smith (domestic)
Apple-Granny Smith (imported)
Pears
Cherry
Peach
Plum
Kiwi-domestic
Kiwi-imported
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Import Figures
• Turkey’s fruit import was at the level of 270.000 tons in 2006 and
340.000 tons in 2007 including banana import.
• Banana import was 185.000 ton in 2006 and 224.000 tons in 2007.
• In 2008, Turkey’s fresh fruit import –except banana- was at the level
of 55.000 tons.
• Citrus constitutes the 38.000 tons of this 55.000 tons im ort
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Import Figures of Selected Fruits
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Import Figures of Selected Fruits
TONS
Custom Tariff Number 2006 2007 2008
0804 (mango + avocado + pineapple) 1559.4 2664 4736
0805 (total citrus) 52300.3 78049.5 38404.8
oranges 40303.4 64861.5 29782.7
mandarins 2434.1 2101.1 889.4
grapefruits 7575.3 6137 4410.4
lemons 1987.5 4949.8 3136.9
other citrus 0 0.5 187.6
0806 table ra e 417.1 388 432.8
• Most imported fresh fruit after
orange is kiwi.
• Kiwi is followed by avocados,
grapefruit, lemon and apples
respectively.
• Import figures of other fruits
•The import data of the chosen products belonging to years 2006-2007-2008 of Turkey areas shown below:
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0808 (apples) 3943.1 5037.1 2865.9
0808 (pear) 311.8 449.3 1089.2
0809 (Cherry) 3.9 18.5 73.8
0809 (Nectarine) 29.9 10.5 14.2
0809 (Peach) 39.5 4 15.3
0809 (Plums) 24.9 25.5 18.1
0809 (Kiwi) 10835.7 9105.9 6536.7
0810 (Strawberry) 0 49.9 0
0813 Dried plum 198.5 343 81.5
TOTAL 58828.4 87039.3 54268.3
are considerably small.
• Almost all of citrus imports are
originated from Turkish
Republic of Northern Cyprus
(TRNC)
• Iran dominates Turkish kiwi
market.Source: Turkstat
I t Fi f S l t d F it b T
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Import Figures of Selected Fruits by Top
Exporter Countries -2006/2007/2008Custom Tariff No. Countries 2006 2007 20080804(mango+avocado+ananas) Total (tons) 1559.4 2664 4736
pineapple Costa Rica 556 1350.6 2852.4
Malaysia 547 681.1 825.2
guava, mango & mangost Brazil 121 100 140.4
avocado
Israel 42.3 41 28
Kenya 0 35.8 55.3Peru 7.7 35.7 16.2
S.Africa 22.9 10.2 30.8
0805 (total citrus) Total (tons) 52300.3 78049.5 38404.8
oranges T.R.N.C 40113 64795.2 29507.1
mandarins T.R.N.C 2303 1966 598
Russian Fed. 111.8 92 190.2
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Source: Turkstat
grapefruits T.R.N.C 7515.4 5962.4 4323.1
lemons Argentina 0 1.1 1512T.R.N.C 1792.6 4400.4 1274.5
0806 (table grape) Total (tons) 417.1 388 432.8
Chile 203.3 218.3 199.5
S.Africa 101.6 155.8 171.6
0808 (apples) Total (tons) 3943.1 5037.1 2865.9
Chile 2616 3646.6 1878.7
Italy 810.2 612.8 411.3
France 265.1 270 81.4
Argentina 0 152.8 254
0808 (pear) Total (tons) 311.8 449.3 1089.2
Chile 256.6 269.2 351.8
S.Africa 20.3 85.8 13.8
Argentina 6 48 61
China 0 3.6 655.4
Import Figures of Selected Fruits by Top
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Import Figures of Selected Fruits by TopExporter Countries -2006/2007/2008, cont’d
Custom Tariff No. Countries 2006 2007 2008
0809 (Cherry) Total (tons) 3.9 18.5 73.8
Jordan 2 0 0
Chile 1.9 0.9 3.2
Belgium 0 17.5 0
Italy 0 0 57
Germany 0 0 13.6
0809 (Nectarine) Total (tons) 29.9 10.5 14.2 Chile 20.5 9.4 13.6
0809 (Peach) Total (tons) 39.5 4 15.3
Russian Fed. 38.9 0 0
Argentina 0 2.9 0.5
Egypt 0 0 14.3
0809 (Plums) Total (tons) 24.9 25.5 18.1
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Chile 21.6 24.9 3.7
S.Africa 0 0 14.4
0810 (Strawberry) Total (tons) 0 49.9 0
Russian Fed. 0 49.9 0
0810 (Kiwi) Total 10835.7 9105.9 6536.7
Iran 9712.9 7555.3 6005.8
Chile 673.3 974 390.2
Italy 297.2 421.9 57.3
Greece 0 0 83.5
0813 Dried plum Total (tons) 198.5 343 81.5
Kyrgyzstan 156.5 257.1 0
Iran 27 59.9 0
Chile 15 0 0
Uzbekistan 0 7.8 46
France 0 18.2 20
Germany 0 0 12.5Source: Turkstat
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Average Unit Prices of Selected Fruits by
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Average Unit Prices of Selected Fruits by
Country of Origin - 2008Custom Tariff No. Countries Avr. unit price (kg/US$)-2008
0804 (mango+avocado+ananas)
pineapple
Total Average 0.78
Costa Rica 0.84
Malaysia 0.59
Chile 0.71
mango Total Average 1.08
Brazil 1.09
avocado
Total Average 1.60
Israel 2.63
Ken a 1.26
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.
Peru 1.25
S.Africa 1.47
0805 (citrus)
oranges Total Average 0.32
T.R.N.C 0.32
mandarins
Total Average 0.55
T.R.N.C 0.46
Russian Fed. 0.80
grapefruits Total Average 0.25
T.R.N.C 0.24
lemons
Total Average 0.75
T.R.N.C. 0.71
Argentina 0.75 Source: Turkstat
Average Unit Prices of Selected Fruits by Country
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Average Unit Prices of Selected Fruits by Country
of Origin - 2008,cont’d
Custom Tariff No. Countries Avr. unit price (kg/US$)-2008
0806 (table grape)
Total Average 1.63
Chile 1.45
S.Africa 1.93
0808 (apples)
Total Average 1.02
Chile 0.96
Granny Smith Italy 1.33
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France 0.87
Argentina 1.03
Red Apple
Total Average 0.94
Chile 0.92
Italy 0.90
0808 (pear)
Total Average 0.61
Chile 0.81
S.Africa 1.20 Argentina 0.69
China 0.48
Source: Turkstat
Average Unit Prices of Selected Fruits by
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Average Unit Prices of Selected Fruits byCountry of Origin - 2008, cont’d
Custom Tariff No. Countries Avr. unit price (kg/US$)-2008
0809 (Cherry)
Total Average 6.61
Chile 6.41
Italy 6.59
Germany 6.76
0809 (Nectarine)
Total Average 1.93
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e .
Argentina 1.34
0809 (Peach)
Total Average 0.47
Argentina 1.32
S. Africa 1.30
Egypt 0.42
0809 (Plums)
Total Average 1.28
Chile 1.39
S. Africa 1.25
0810 (Strawberry) No importartion in 2008
Source: Turkstat
Average Unit Prices of Selected Fruits by Country
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Average Unit Prices of Selected Fruits by Countryof Origin - 2008, cont’d
Custom Tariff No. Countries Avr. unit price (kg/US$)-2008
0810 (Kiwi)
Total Average 0.30
Iran 0.24
Chile 0.88
Italy 1.20
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.
0813 Dried plum
Total Average 3.43
Uzbekistan 2.94
France 3.99
Germany 4.33
Argentina 3.52
Source: Turkstat
Free Trade Agreements & Regulations For
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Free Trade Agreements & Regulations For
Selected Fresh Fruits• Turkey has no regulations for fruit import except free trade agreements.
• Turkey has signed free trade agreements with 12 different countries
including EU. Quotas about various fruits within the research have beenallocated for 9 countries of these 12 countries.
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. . . .
imported from TRNC with “0” duty for many years. Exports to Turkey fromTRNC are evaluated in the context of “de minimis” rule (so minor as to be
disregarded). Since the total exports of TRNC to Turkey are about 20 million
dollars, this number doesn’t create any threat for the Customs Union
Agreement
Free Trade Agreements & Regulations For
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Free Trade Agreements & Regulations ForSelected Fresh Fruits
Country& Agreement date Products (fresh fruits) Quota (tons) Applied Duty (%)
Republic of Croatia- 2003Apples(excl. 08.08.10.90.00.11 & 12) 250 50 % of MFN*
Republic of Macedonia- 2004Apples, Pears & Quinces(excl. 0808.10.10,0808.10.90.00.11 & 12)
350 0
Kingdom of Morocco- 2005 Avocado 50 22
Republic of Israel- 2006Avocado 100 0
Mango 100 0
European Union- 2006
Apples- only for wine(0808.10.10.00.00
1.750 0
Pears &Quinces 500 30
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Peaches (incl. nectarines) 1.000 0
Syrian Arab Republic- 2006
Grapes 400 0
Cherry & Sour Cherry 100 0
Peaches & Nectarines 150 0
Arab Republic of Egypt- 2007Mango&Guava&Mangost 1.000 0
Strawberries 200 0
Republic of Georgia- 2008
Citrus (excl. 0805.50) 4.000 0
Apples 2.000 0Pears & Quinces 250 0
Apricot & Cherries & Peaches& Plums
600 50 % of MFN*
(*)Most Favoured Nation
Source: Undersecretariat of Prime Ministry For Foreign Trade
Custom Duty Rates Applied to Selected Fruits
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Custom Duty Rates Applied to Selected Fruits
Custom Tariff No. ITEM/ FRUIT NAME
APPLIED CUSTOM DUTY RATE (%)
EU &EFTA Georgia Bosnia& H. Other Countries
0804.30.00.00.00 Ananas (pineapples) 58.5 0 0 58.5
0804.40.00.00.00 Avocado 45 0 0 45
0804.50.00.00.11 Mango 45 0 0 45
0805.10.20.00.00 Oranges 54 54 0 54
0805.20.10.00.00 Mandarins 54 54 0 54
0805.40.00.00.00 Grapefruits 54 54 0 54
0805.50.10.00.00 Lemons 54 54 0 54
0806.10.10.00.00 Table grapes 54.9 54.9 0 54.9
0808.10.80.00.00 Apples 60.3 60.3 0 60.3
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0808.20.10.00.00 Pears 60.3 60.3 0 60.3
0808.20.90.00.00 Quinces 60.3 60.3 0 60.30809.10.00.00.00 Apricots 55 55 0 55
0809.20.05.00.00 Sour cherries (Prunus cerasus) 55 55 0 55
0809.30.10.00.00 Nectarines &Peaches 55 55 0 55
0809.30.90.00.00 Plums 55 55 0 55
0810.10.00.00.00 Strawberries 50 0 0 50
0810.20.10.00.00 Blackberries 50 0 0 50
0810.50.00.00.00 Kiwi 55.8 55.8 0 55,8 (1)
0813.20.00.00.00 Dried plums 43.2 43.2 0 43.2
(1) Applied as 93% for non-WTO member countries
Source: Undersecretariat of Prime Ministry For Foreign Trade, Turkish Import Regime-2009
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Turkish Ports-General Information
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• In Turkey, over 80% of exports and over 90% of imports are made by the seaway .
• Turkey’s most important ports are Istanbul, Izmir, Antalya and Mersin ports.
• These 4 ports are used in exports and imports intensively.
• Izmir Port is an export weighted port. Imports of industrial raw material is more heavily on
imports.
• Increased vessel traffic in Izmir Port causes intensity and waiting. In addition, Izmir Port hasno railway link.
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Turkish Ports-General Information
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Turkish Ports General Information
• The basic problem of Antalya Port is not having a railway link.
• Antalya Port is not an advanced port in terms of container transport.
• Istanbul ports are not preferred in terms of density by fruit importers.
• Mersin Port is the most used port in vegetable-fruit foreign trade.
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• Since the motorway linking Mersin to Ankara and Istanbul attained highway standards,Mersin Port is preferred more by short duration of transport.
Mersin Port : Main Gate to Fresh Fruit Import & Export
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p p
Basic figures about Mersin Port which is privatized in 2007 as follows:
Total port area 110 Hectares
Total Berths 21
Container Handling Capacity 2.500.000 TEU/year
General Cargo Handling Capacity 500.000 tons /year
Dry&Liquid Bulk Handling Capacity 4.000.000 tons/year
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Ro-ro capacity 50.000 unit-vehicles/year
Source: MIP Co.
Mersin Port : Main Gate to Fresh Fruit Import & Export,’d
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cont’d
In-depth interview notes about Mersin Port
• A reduction in the costs of monitoring and reefer containers services was
made for the purpose of supporting especially fresh fruits and vegetable
exporters by the end of 2009. The aim is alleviating the negative effects ofeconomic crisis on vegetables-fruit exporters.
• Mersin Port does not have a cold storage although it is one of the Turkey’s
bi est orts.
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• The number of reefer containers in the port has reached 250 today which
was 50 before privatization (before 2007).
• 60% of imported fruits comes with conventional-classical containers and
40% of them comes with reefer containers.
• Private statistics about imported fruits are not kept in the port. This type of
data is available in the customs administration.
Mersin Port : Main Gate to Fresh Fruit Import &
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p
Export, cont’d • According to statistics published by Mersin Chamber of Shipping, in 2008 on the basisof months, the amount of fresh fruits depleted to Mersin Port and ports that fruits
comes from are as follows:
Months Fruit Port Discharged Dischargedquantity (ton)
Oranges Alexandria 512,0
Months Fruit Port Discharged Dischargedquantity (ton)
March
Oranges Alexandria 101,8
Tangerines Thessaloniki 84,7
Citrus Le Havre 21,7
Pears San Antonia 52,9
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anuaryTangerines Felixtowe 23,8
January-total 535,8
February
OrangesAlexandria 24,9
Magosa 48,2
CitrusMarseille 12,6
Valencia 14,4
Pineapples
Tanjung 39,6
Port Klang 24,2
February-total 163,9
Source: Mersin Chamber of Shipping Statistics
neapp es an ung ,
Grapes Cape Town 37,3
ApplesSan Antonia 22,3
Bahia Blanca 22,3
March-total 163,9
April
Oranges Magosa 1680,5
Pears
Qingdao 344,8
Buenos Aires 167,5
Bahia Blanca 79,4
Xingang 75,6
San Antonia 28,4
Mersin Port : Main Gate to Fresh Fruit Import &
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Export, cont’d
Months Fruit Port Discharged Dischargedquantity (ton)
July LemonsBuenos Aires 517,3
Haifa 55,5
July-total 572,8
August
Lemons Haifa 92,5
Citrus Valencia 35,3
Pineapples Bangkok 42,3
August-total 170,1
Months Fruit Port Discharged Dischargedquantity (ton)
April, cont’d
Apples
San Antonia 223,4
Vado Ligure 80,3
Buenos Aires 22,9
Valencia 22,0
Qingdao 24,3
Bahia Blanca 19,7
Pineapples
Xingang 22,5
Kaohsiung 22,0
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September PineapplesTanjung 23,5
Singapore 21,0September-total 44,5
OctoberPineapples
Tanjung 19,4
Haifa 14,2
Apples Genoa 74,6
October-total 108,2
November No data available
December No data available
Total (9 months) 5.987,4
Tanjung 19,4
Strawberries Haifa 62,4April-total 2.895,1
May No data available
June
Oranges Magosa 374,5
Grapefruits Buenos Aires 27,4
Lemons
Vado Ligure 311,3
Buenos Aires 164,3
Livorno 28,8
Apples San Antonia 426,8
June-total 1.333,1
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Wholesale Markets- General Information
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• Statistical data on wholesale markets in Turkey is very limited.
• Wholesale markets are trading units where vegetable-fruit trade is carried
out in the traditional form and which is not yet truly modernized.
• In most wholesale markets, even the vegetable-fruit input / outputs that areunder registration do not reflect the real numbers.
• The Turkish government make arrangements to put a new wholesale
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Turkish Fresh Fruit MarketPotential Study Page 63
markets and vegetable-fruit trade draft law on the agenda as a priority in the
2009-2010 legislative year.
• There are at about 180 fruit-vegetable wholesale markets in Turkey. Most of
them are regional and vegetable weighted.
• The control of the fruit-vegetable wholesale markets are hold by
municipalities.
Wholesale Markets- General Information
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• Most important fruit-vegetable wholesale markets are in Istanbul (one in
European side and one in Asian side), Mersin, Antalya, Ankara, Adana, İzmir
and Bursa.
• According to the sector specialists, about 13 million tons of fresh fruits &
vegetables are traded in wholesale markets.
• Most of the fruit-vegetable wholesale markets in Turkey don’t have cold
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warehouses.
Wholesale Markets- General Information
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• Turkey vegetable-fruit production and marketing roles of wholesale marketssummarized in the following table.
Annual fresh fruits &vegetables production in Turkey ~ 43 million tons
The amount of fresh vegetables-fruits treated in wholesale markets (estimated) ~ 13 million tons
Total wholesale number 179
The amount of fresh vegetables-fruits treated in Istanbul wholesale markets(2006) - European side
- Asian side
~ 2,4 million tons~ 1,8 million tons ~ 0,6 million tons
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The amount of fresh vegetables-fruits treated in Mersin wholesale market(2008) - fruits
- vegetables
~ 310.000 tons~ 97.400 tons
~ 212.600 tons
The amount of fresh vegetables-fruits treated in Bursa wholesale market (2008) ~ 370.000 tons
The amount of fresh vegetables-fruits treated in Antalya center wholesalemarket(2008) - fruits
- vegetables
~ 828.700 tons~ 147.500 tons~ 681.200 tons
The amount of fresh fruits treated in Ankara wholesale market (2008) ~ 500.000 tons
The amount of fresh vegetables-fruits treated in Izmir wholesale market(2005) ~ 500.000 tons
The amount of fresh vegetables-fruits treated in Adana wholesale market(2008) ~ 500.000 tons
Wholesale Markets- Istanbul Bayrampasa
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• 570 wholesaler offices are active
in wholesale market which is
660.000m2 and takes place in
Bayrampasa-Istanbul
• About 500 trucks check in
wholesale market per day.
• Vegetables and fruits are sent to
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Bulgaria, Greece and Macedonia
from wholesale market.• Bayrampasa wholesale market is
the largest wholesale market in
terms of annual transaction
volume, but related statistical
records are very unreliable.
Wholesale Markets- Istanbul Bayrampasa
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• Countries that some imported fruits processed in Istanbul Bayrampasawholesale market are coming from are expressed as follows.
Imported fruits (2008) Country of origin*
Apples (Granny Smith) France, Italy, Chile
Cherries Chile
Kiwi Chile
Lemons T.R.N.C.
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Mandarins T.R.N.C.
Grapes-seedless Chile
• According to the statements of wholesale market authority, imported fruits
comes to Istanbul- Ambarli and Darica (Izmit) ports.
• According to the information provided by wholesale market official, 60% ofimported fruits processed in wholesale market are consumed in Istanbul,
30% of them in Ankara, 10% of them in other markets.
(*) not verified just claims of wholesale market authority.
Wholesale Markets- Ankara Yenimahalle
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• 198 wholesaler offices are active in
Ankara Yenimahalle.
• The overall look of this wholesale market
is extremely bad and is quite far from
the modern understanding of wholesale
market.
• Onl com anies that are tradin banana
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Turkish Fresh Fruit MarketPotential Study Page 68
have cold warehouses in wholesale
market.
• In 2008, most processed fruits are
watermelon (107.000 tons), orange
(37.800 tons), mandarin (30.400 tons),
grape (23.000 tons) and melon (22.300
tons) in Ankara wholesale market.
Wholesale Markets- Ankara Yenimahalle
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• In 2008, transaction amounts (except bananas) and average prices of most
processed 5 fruits are as follows.
Most traded imported fruits (2008) Quantity (tons) Avrg. Price (kg./TL)Ananas (pineapple) 400 3.97
Apples 200 4.50
Avocado 131 1.70
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Turkish Fresh Fruit MarketPotential Study Page 69
Pears 100 3.84
Mango 31 3.98Average US$ rate for 2008: 1US$= 1.30 TL
• According to the statements of authority of the wholesale market, all
imported products that check in Ankara wholesale market are consumed in
Ankara.• Authority of the wholesale market estimates consumption of imported fruits
by cities as follows: Istanbul 50%, Ankara 20%, Izmir 20%, others 10%.
Wholesale Markets- Ankara Yenimahalle
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• Countries, that some imported fruits processed in Ankara wholesale
market are coming from, are expressed as follows:
Imported fruits (2008) Country of origin*
Avocado Israel, Spain, Africa
Red apple Chile, Argentina
Apple-Granny smith Chile, Argentina, France, Italy
Grapefruit South Africa
Cherries Chile
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Kiwi Iran, Italy, Chile, Greece
Lemon (Lime) MexicoMandarins T.R.N.C.
Peaches & Nectarines Chile, Argentina
Oranges Spain
Grapes-seedless Chile
Mango Central & Southern America,
Ananas (pineapples) Chile
Avocados Israel, Central & Southern America, Southern Asia
(*) not verified just claims of wholesale market authority.
Wholesale Markets- Adana
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• Adana wholesale market is the largest
wholesale market of Southeastern and
Eastern Anatolia region.
• 225 broker office is located at the
wholesale market.• In addition, there are 72 unit office-
warehouse for transport companies that
are shipping products to other cities.
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• View of Adana wholesale market is far
from the modern wholesale market andreliable statistics are not available.
• There are not cold warehouses for
general use. Companies in need (20-25
companies) have raised their own cold
warehouses even they are small.
Wholesale Markets- Adana
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• Authority of the wholesale market estimates sales of imported fruits in Adanawholesale market by customer groups as follows:
Main client groups Share in sales (%)
Hotels/restaurants 50
Chain markets/markets 20
Greengrocers 10
Local open bazaars 10
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Potential Study Page 72
TOTAL 100
• Authority of the wholesale market estimates consumption of imported fruits by cities as
follows: Istanbul 35%, Ankara 20%, others 20%.
• It’s expressed that, approximately half of the imported products that are shipped out of
Adana from wholesale market (how much shipped is unknown) went to theSoutheastern Anatolia Region and the other half went to the Eastern Mediterranean
Sea and Eastern Anatolian provinces.
Wholesale Markets- Mersin
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• There are total 18 wholesale markets in
Mersin. They are usually (except center
wholesale market) small and local.
• Mersin center wholesale market is not a
modern enterprise, too.
• There are total 1205 offices (414 brokers,
211 multi-purpose and 580 transporter
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Potential Study Page 73
market.
• There are 11 small-scale exporter
companies in wholesale market.
• About 250 tons of fruits and vegetables
are exported in wholesale market per day.
• There is no cold warehouse for generaluse in the wholesale market.
Wholesale Markets- Mersin
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• In 2008, transaction amounts (except bananas) and average prices of most
processed 5 fruits are as follows.
Most traded fruits (2008) Quantity (tons) Avrg. Price (kg./TL)Watermelon 22.733 0.22
Mandarins 14.301 0.36
Apples 12.329 0.76
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Oranges 11.590 0.48
Melon 9.108 0.37
Other fruits 27.331 -
TOTAL 97.392 -
Average US$ rate for 2008: 1US$= 1.30 TL
Source: Mersin fruit-vegetable wholesale market
• Authority of the wholesale market expressed that statistics about split ofimport and domestic fruits are not kept. Therefore, sales data of imported
fruits in details can not be obtained.
Wholesale Markets- Mersin
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• Countries that some imported fruits processed in Mersin wholesale market
are coming from are as follows:
Imported fruits (2008) Country of origin*
Avocado Iran
Red apple Argentina
Apple-Granny simth Argentina
Kiwi Iran
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Lemon (Lime) Mexico
Oranges T.R.N.C
Grapes-seedless n.a.
• The wholesale market officials has indicated that only 10-15% of imported
fruits checked in Mersin comes to wholesale market, and the other part is
shipped to the customers directly or is taken to the warehouses of importers.
(*) not verified just claims of wholesale market authority.
Wholesale Markets- Mersin
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• Estimated dispersion of imported fruit sales by costumer groups are as
follows:
Main client groups Share in sales (%)
Chain markets/markets 50
Hotels/restaurants 30
Greengrocers 20
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• Authority of the wholesale market estimates consumption of imported fruits
by cities as follows: Istanbul 25%, Ankara 15%, İzmir 15%, Mersin 15% and
others 30%.
• Quantity of imported products shipped from the wholesale market to out of
Mersin can not be estimated.
Wholesale Markets- Bursa
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• It’s the most modern vegetable-fruit wholesale
market in Turkey and is opened in June 2008.
• Total area: 150.280 m2 (108.670 m2 open,
41.610 m2 closed area)
• Number of stores: 156 (Up to present 84
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.
• Cold warehouse has not been built yet. Project
is ready but funds are waited. Warehouse
capacity will be 8.000-10.000 m2.
Wholesale Markets- Bursa
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• In 2008, transaction amounts (except bananas) of most processed 5 fruits
are as follows.
Most traded fruits (2008) Quantity (tons)
Watermelon 60.000
Apples 55.000
Oranges 50.000
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err es .
Melon 35.000
Other fruits 130.000
TOTAL 370.000
Source: Bursa fruit-vegetable wholesale market
• 95% of processed fruits in wholesale market is consumed in Bursa, 5% of
them is sold to neighboring cities.
• Sales data of imported fruits in details can not be obtained.
Wholesale Markets- Bursa
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• Countries that some imported fruits processed in Bursa wholesale market
are coming from are as follows:
Imported fruits (2008) Country of origin*
Pears Spain
Avocado Spain
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Apple-Granny Smith Chile, Mexico
Kiwi Ecuador
Lemon (Lime) Chile
Mandarins T.R.N.C.
Peaches Ecuador, Colombia
Grapes-seedless Chile
Mango Ecuador, Chile, Mexico
Ananas (pineapples) Brasil, Mexico
(*) not verified just claims of wholesale market authority.
Wholesale Markets- Bursa
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• Estimated dispersion of imported fruit sales by costumer groups are asfollows:
Main client groups Share in sales (%)
Chain markets/markets 70Hotels/restaurants 20
Local open bazaars 4
Greengrocers 3
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Potential Study Page 80
Street vendors 3
TOTAL 100
• Authority of the wholesale market estimates consumption of imported fruits
by cities in Turkey as follows: Istanbul 70%, Ankara 10%, Izmir 10%, and
others 10%.
Wholesale Markets- Antalya
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• Total area: 240.000 m2
• There are 144 broker offices in Antalya
wholesale market which is one of the
largest wholesale market in Turkey.
• There are approximately 80 exportercompanies in the wholesale market.
• In the first 7 months of 2009, the amount
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Potential Study Page 81
market decreased 11% basis to the first 7
months of 2008.
• The amount of processed fruits in Antalya
wholesale market reaches highest levels
in May, June, July.
Wholesale Markets- Antalya
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• In 2008, transaction amounts (except bananas) of most processed 5 fruits
are as follows.
Most traded fruits (2008) Quantity (tons)
Oranges 16.165
Apples 6.682
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Potential Study Page 82
Mandarins 6.077
Lemons 5.643Grapes 5.380
Others ~107.550
TOTAL ~147,500
Source: Antalya fruit-vegetable wholesale market
Others includes melons, watermelons & bananas
Wholesale Markets- Antalya
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• In 2008, transaction amounts (except bananas) of most processed 5
imported fruits are as follows.
Most traded imported fruits (2008) Quantity(tons/units)
Apples 141,9
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Potential StudyPage 83
,
Grapes 28,3
Kiwi 1.487.173 units
Mango 24.141 units
Source: Antalya fruit-vegetable wholesale market
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Wholesale Markets- Overall Assessment
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• We can summarize other datas that are obtained from interviews of 7 largest
wholesale market directors.
• Imported fruits are not known by Turkish people. They do not know even how to eat
some of them (especially exotic ones). In addition, imported fruit’s prices are
expensive. Section which consume imported fruits in Turkey is not extensive.
Generally imported fruits sold in Turkey are not cultivated there.
• An increase in sales of imported fruits should not be expected in future periods.
July 23, 2010 Confidential & ProprietaryCopyright © 2009 The Nielsen Company
Turkish Fresh Fruit Market
Potential StudyPage 85
Because even exotic-tropical fruit can be grown in Turkey today.
• Many imported fruits come as packaged. Exceptional, kiwi (Ankara) and orange-Valencia (Mersin) can come as bulk.
• Some brokers in wholesale markets have small cold warehouses. Large traders
have cold warehouses outside of the wholesale markets. Small traders rent a cold
warehouse around wholesale market.
Wholesale Prices of Imported Fruits by DifferentCities-Istanbul
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Fruits Istanbul
Min.& Max. prices (TL)
June 1st June 15 July 1st July 15
Apple-G.Smith (18 kg. pack) 75.00-100,00 75.00-100,00 75,00-120,00 75,00-140,00Apple-Red (18 kg. pack) 70,00-90,00 70,00-90,00 70,00-120,00 70,00-120,00
Kiwi (pack) 16,00-26,00 16,00-26,00 18.00-25,00 20,00-25,00
Mango (unit) 5,00-6,50 5,00-6,50 5,00-6,500 5,00-6,50
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Turkish Fresh Fruit Market
Potential StudyPage 86
nanas neapp e - un , - , , - , , - , , - ,
Pears (kg.) 5,00-9,00 5,00-9,00 5,00-9,00 5,00-9,00
Papaya (unit) 4,00-6,50 4,00-6,50 4,00-6,50 4,00-6,50Black Grape (kg.) 8,00-16,00 8,00-15,00 8,00-14,00 8,00-14,00
Lime (kg) 12,00-15,00 12,00-15,00 12,00-15,00 12,00-16,00
For June &July 2009, average US$ rate: 1 US$ = 1.50 TL
Source: Istsnbul wholesale market
Wholesale Prices of Imported Fruits by DifferentCities-Ankara & Izmir
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Fruits Ankara
Min.& Max. prices (TL)
June 1st June 15 June 29 August 14
Apple-not specified (pack) n.a. n.a. n.a. 60,00-75,00
Kiwi (pack) 15,00-17,00 15,00-17,00 15,00-20,00 15,00-20,00
Avocado (unit) 2,00-2,50 2,00-2,50 2,00-2,50 2,00-2,50
Ananas (Pineapple)- unit 4,00-5,00 4,00-5,00 3,50-4,50 3,00-4,50
Pears (kg.) 3,50-5,00 n.a. n.a. n.a.
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Potential StudyPage 87
For June, July & August 2009, average US$ rate: 1 US$ = 1.50 TL
Sources: Ankara & Izmir wholesale market
Fruits İzmir
Min.& Max. prices (TL)
June 1st June 15 July 1st July 15
Ananas (Pineapple)- unit 3,00-4,50 2,00-3,50 3,00-4,50 3,00-4,50
Avocado (unit) 1,50-2,50 1,50-2,50 3,00-5,00 2,00-3,50
Apple-G.Smith (kg.) 3,50-5,00 3,50-5,00 3,50-5,00 3,50-5,00
Apple-Starking (kg.) 4,00-5,00 3,50-5,00 3,50-5,00 3,50-5,00
Kiwi (kg.) 3,00-5,00 3,00-5,00 3,00-5,00 3,00-5,00
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Cold Warehouses
Th i t li bl d t t ti ti b t ld h i T k
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• There is not reliable and current statistics about cold warehouses in Turkey.• There is a rapid development in cold warehouses especially by the last 4-5
years.
• Especially exporter companies invest to the cold warehouses to keep up
competitive conditions.• A large number of companies benefits from state support to add capacity to
existing cold warehouses or to existing investments.
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Potential StudyPage 89
•
Aegean Region where agricultural production is made most. Beside, cold
warehouses are more advanced in Bursa when compared to other cities.
• There are cold warehouses which are built especially for apples in Karaman,
Isparta and Konya. 87 units cold warehouses in Isparta, which capacity is
336.000 tons, are used to store apples in months between June and October
Cold Warehouses
According to the datas of Ministr of
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• According to the datas of Ministry of
Agriculture, in 2002 there are 120 cold
warehouses, which total capacity is 33.500
tons, in Mediterranean Region. However,
according to the other source, there are 87cold warehouses only in Isparta (2008) and
annual capacity of these cold warehouses is
336.000 tons source: A riculture Directorate
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of Isparta).
• There are 79 cold warehouses in Bursa. 55%of these warehouses is used for fruits and
vegetables. Capacity of warehouses changes
between 500-8.000-13.500 tons (source:
Bursa Governorship).
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Cold Warehouses
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• Rental prices of cold warehouses can depend on deals between tenants and suppliers.
• Warehouse business managers able to provide special prices and payment terms
depending on the good relations between fruit manufacturers-importers-exporters
• In addition, the amount and duration of stored products can directly affect the price.• Prices that we compiled from various sources from the market are as follow:
– -
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. ,
Isparta city
– 1 pack for 20 days 0.50-1.00 US$ incl. V.A.T. (fruit types are not specified) price for Mersincity
– 1 kg. 2 TL incl. V.A.T. during the season (fruit types are not specified) price for Istanbul
– 1 kg. 1,8 TL incl. V.A.T. For 30 days (fruit types are not specified) price for Istanbul
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Importer Companies
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• Since the most imported fruit is banana in Turkey, the majority of importer companies
are banana importers.
• The number of large-scale importer companies is low among few number of other
companies.
• In Turkey, besides banana; apple, pear, kiwi, pineapple, avocado and grape come in
mind in fruit import.
• Interviews are made with 3 fruit importer companies. Obtained results can be
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summarized as follows:
Most preferred / imported fruits (excluding banana)
Apple-Granny Smith
Kiwi
Grapes
AvocadoPineapple
Importer Companies
Reasons of importing fruits in less amounts and kinds (excluding banana)
Turkey's production scale is very large
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Turkey's production scale is very large
Imports also increased domestic production. Now many types of fruits that
once only imported are being produced in Turkey now.
There are a lack of promotion and advertising of imported fruits
Tax rates are very high (average 58,5%)Prices are expensive and income levels / purchasing power of Turkish society
is limited.
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.
Market barriers: High tax rates
Future of the market:
Banana imports will continue, but other imports will decrease (domestic
production will increase)
Number of players in the market increases, correspondingly unfair
competition increases.
Advertising and promotional activities will be prioritized a little more.
Importer Companies
The most commonly used ports:
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y pMersin (main gate)
Istanbul Ambarlı ports Close to consumption regions (logistical
advantages)
İ zmit Close to consumption regions (logistical advantages)
Is there any problem with transportation durations of the products to Turkey ?
Usually 1-2 days delays can occurred. This is usually accepted
Delays can usually occur at ships coming from South America
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Shrinkage rates at transportation : between 3%-5%, max. 8%
In which country’s products most shrinkage occurs : Iran, African countries,
Greece, Italy
Warehouses:
It’s much better compared to the past experiences.
Geographical prevalence of warehouses is good.
Large importers have their own warehouses. Small ones, purchase theseservices according to their requirements.
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Retailer Interviews
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• 63 retailer interviews were made in Istanbul, Ankara, Izmir, Bursa, Adana and Antalya
in order to determine the attitudes and behaviors of retailing points.
• Distribution of interviews by retailer type are as follows:
Retailer type No. of interview
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Chain markets (National&local chains) 28
Independent supermarkets 17
Greengrocers 18
TOTAL 63
Imported Fresh Fruit Availability
80% f th i t i d t il ll t l t i t f f h i t d f it
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• 80% of the interviewed retailers sells at least one variety of fresh imported fruits.
• This rate is over 90% in chain stores and greengrocers, where it decreases to below
50% in independent supermarkets.
Do they sell fresh fruit? (%)
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94
47
93
81
6
53
7
19
0 20 40 60 80 100 120
Greengrocers
(n=18*)
Ind. SPMs (n=17*)
Chain markets(n=28*)
Total (n=63)
Yes No
Reasons for not selling imp. Fruits (n=12) %
Low demand 50
Expensive 50
(*) very small base
Distribution of Sales & most selling types
• 84% of whole sold fruits is domestic, 16% of them is
imported fruit.• Weight of domestic fruits in sales is 83% in chain markets
• In overall regardless of domestic or
import the most selling fruits arewatermelon apples and oranges
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Weight of domestic fruits in sales is 83% in chain markets
and greengrocers, 90% in independent supermarkets.
Distribution of sales (%)
17101716
Fruit type
Sale shares
Amount(%)
Monetaryvalue (%)
Most selling typesDistribution of sales (%)
watermelon, apples and oranges.
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83908384
Greengrocers
(n=16*)
Ind. SPMs (n=6*)Chain markets
(n=23*)
Total (n=45)
Imported
Domestic
(*) very small base (n=6)
Watermelon 18.6 17.5
Apples 18.0 16.4Oranges 16.4 16.3
Cherry 10.2 11.3
Mandarins 7.9 7.1
Peaches 7.7 8.6
Grapes 6.0 6.0
Others 15.2 16.8
Penetration Rates of Imported Fruits
• The most widely sold
Penetration rates of imported fruits (%)
94Apple-Granny smith
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The most widely sold
imported fruit is
Granny Smith Apple.
• Granny Smith Appleis sold in 94% of the
retailers of imported22
28
37
45
49
63
77
94
Nectarine
Coconut
Pear
Black grape
Red apple
Avocado
Kiwi
Apple Granny smith
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ru ts. enetrat on
rates of Kiwi is close
to 80%.
6
6
10
10
12
16
18
20
22
Papaya
Mandarin
Orange
Strawberry
Plum
Mango
Peach
Cherry
Grapes
n=51
Penetration & Sales Intensity of ImportedFruits
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• Retailers were asked which imported fruits they sell in which months. The answers of
this question has provided us “penetration intensity” knowledge. In other words, it is
determined which imported fruits are seen more frequently in which months.
• They were also asked about the months at which each imported fruit reaches to thehighest level of sales. This has provided us “sales intensity” knowledge.
• Penetration intensity and sales intensity map was designed for each fruit.
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• , .
• Legend for colors in the table are as follows.
High penetration/ high sales
Moderate penetration/ moderate sales
Low penetration/ low sales
Penetration & Sales Intensity of ImportedFruits, cont’d
Fruit/Varieties Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
High
Moderate
Low
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Fruit/Varieties Jan Feb Mar Apr May Jun July Aug Sept Oct Nov Dec
AvocadoPenetration intensity
Sales intensity
PearsPenetration intensity
Sales intensity
KiwiPenetration intensity
Sales intensity
Red ApplePenetration intensity
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a es ntens ty
Apple-Granny
Smith
Penetration intensity
Sales intensity
Black GrapePenetration intensity
Sales intensity
PineapplePenetration intensity
Sales intensity
Coconut
Penetration intensity
Sales intensity
NectarinePenetration intensity
Sales intensity
Sales Shares of Imported Fruits
• Most selling imported fruits and their sales shares as amount were asked to the
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• Most selling imported fruits and their sales shares as amount were asked to the
retailers. Accordingly, Apple-Granny Smith is the most selling imported fruit with a
share of 43%.
Sales share (%)
17%
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43%
18%
9%
8%
5%
Granny Smith Kiwi Red apple Avocado Black Grape Others
•Source:calculated fromretailers salesfiguresdeclerations
Origin of Imported Fruits According to Retailers
• Origins of imported fruits were asked to retailers. The answers reflect retailer’sperception of imported fruit/ country at the same time. For all import fruits Chile is
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Fruits Country of origin (most common answers)
Apple-G.Smith (n=48)Chile 25%, Argentina 12,5%, Italy 6,3%, don’t know/no idea 52%
Kivi (n=39) Chile 23,1%, Iran 20,1%, New Zealand 10,3%, Latin America 10,3%, don’t know/no idea 35,9%
Avocado (n=32) Chile 21,9%, Israel 12,5%, don’t know/no idea 40,6%
Pinea le n=28 Chile 17 9% Costa Rica 17 9% Ecuador 10 2% don’t know/no idea 50%
perceived to be the country of origin.
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Apple-Red (n=25) Chile 28%, Italy 16%, Argentina 12%, don’t know/no idea 52%
Black Grape (n=23) Chile 39,1%, don’t know/no idea 60,9%
Pears (n=19) Chile 31,6%, Latin America 10,5%, don’t know/no idea 57,9%
Coconut (n=14) Don’t know/no idea 64,3%
Nectarine (n=11) Chile 18,2%, don’t know/no idea 54,5%
Grape seedless (n=11)Chile 17,3%, don’t know/no idea 72,7%
Source: Retailer InterviewsFruits with n < 10 are not included
Purchase of Imported Fruits
• The majority of retailers (82,4%)
purchases imported fruits from
wholesale markets
• Over 60% of retailers have indicated that they purchase
imported fruit every day.
8/17/2019 Estudio Mercado Frutas en Turkia
106/185
wholesale markets.
Purchase channel of imported fruits (%)
82.4
From
wholesale
market
Purchasing frequency of imported fruits (%)
62.7
15.73-4 times a week
Everyday
July 23, 2010 Co