Estudio Mercado Frutas en Turkia

Turkish Fresh Fruit Market Potential
Study
Prepared for ASOEX
August 2009
Confidential & Proprietary Copyright 2009 The Nielsen Company
Background
Turkish Fresh Fruit Market

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July 23, 2010
Page 2
Confidential & Proprietary

Copyright 2009 The Nielsen Company
Background
Chile is the number one fresh fruit exporter from the Southern Hemisphere, representing
45% 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. Chiles 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 than
100 different countries around the world.
Chile is ranked amongst both the Southern Hemispheres and the Worlds top fresh fruit
exporters in a number of product categories including table grapes and plums.

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Background, contd
53% of all Chilean exports during the
2007-2008 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
is done to Europe.

Potential Study
Chilean Fruit exports by destination market (2007/08)

Asia
9%
Middle East
5%
Europe
35%
Latin Am erica
16%
US
35%
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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
behavior and perception towards imported fruits

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July 23, 2010
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Objectives
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
make competition assessment for Chilean fruits in Turkey market
understand consumer fruit consumption habits and perception towards
import fruits

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Methodology
Research Design
Desk Research (June)
Nielsen Retail Data
Desk research
B2B interviews
Market
situation:
Turkey
Highlights
Market
Information
Retail
Channel
Evaluation
(June-August)
Purchase
behaviour:
Consumer attitudes
towards fresh fruit
In-depth interviews
Consumer Research
(June-August)
(June)

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Research Design
Nielsen Retail Data
Desk research
Market
situation:
Turkey
Highlights
Desk Research
Retail
Channel
Evaluation
Figures regarding retailer sector are

provided from Nielsen Retail Audit data.
Economic indicators are from press.
B2B Interviews
B2B interviews
Retailers / Super markets (local, national chains

and big supermarkets), small wholesale markets
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 luxury
restaurants)
7 wholesale market

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Research Design
In-depth interviews
Market
Information:
Main players
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 halls
A total of 5 interviews
Consumer Research
Purchase
behaviour:
F2F interviews
A total of 450 interviews in Istanbul, Ankara,
Izmir, Antalya, Adana and Bursa
Participants;
Consumer
attitudes towards
fresh fruit

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18+
AB and C1 SES
Females and males
Who consume fresh fruit at least once in 2
weeks
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Introducing Turkey

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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

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Introducing Turkey Main Attractions

Land
: 780,580 sq km
Population
: 71 mio (worlds 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%
Inflation rate
: 10% (2008)
HH Disposable income : Euro 607 (monthly)

Major religion
:Islam
Source: CIA factbook
19 million telephone lines

52 million mobile phones
HH internet penetration: % 32
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07 Population Census: 71 million

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.
Istanbul
Ankara
Izmir
Bursa
Adana
Konya
Antalya
Mersin
Gaziantep
Sanliurfa
% 17,8
% 6,4
% 5,3
% 3,5
% 2,8
% 2,8
% 2,6
% 2,2
% 2,3
% 2,2
35,8
47,9
12,1

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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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Economic Indicators

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April Top-Line:
Country Results
US
CA
FR
DE
UK
IT
ES
BR
RU
IN
CN
TR
5,4
-16,2
45 ***
***
Very Strong Growth: >= +5%
Growth: between +1 and plus 4%
Neutral: between -1 and +1%
Negative: between -1% and -4%
Very Negative: <= -4%

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July 23, 2010
*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 and
is 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.)
*** YTD09 vs YTD08
Page 19

Turkish Economic Outlook

2001
2002
2003
2004
2005
2006
2007
2008
2009
-5,7
6,2
5,3
9,4
8,4
6,9
4,6
1,1
-13,8*
3517
4531
5779
7027
7609
9191
10436
10913**
68,5
29,7
18,4
9,3
7,7
9,6
8,4
10,1
5.4**
FMCG Market Growth
-4,1
-2,8
8,7
8,8
8,4
7,2
3,9
2,4
2,4***
FMCG Market Growth

(Exl Tobacco)
-8,0
-8,7
10,9
10,2
4,3
4,3
3,1
3,6***
USD PARITY CHANGE(%)
96
23
-1
-5
-6
-9
-1
38****
13,8
10,3
2,79,9
11,69,8
GDP (% Change )
GDP per Capita $
CPI
(SIS)
PPI (SIS)
Unemployment
Rate (%) 8,4
88,6
10,3 30,810,5 13,9
10,3
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
5,910,6
8,1 14,9
April`
09
*** Total Turkey - YTD June09 vs YTD June08

**** Quarter difference (%) vs year ago

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Government Targets
Government revised 2009 targets in the first quarter, Turkey is
expecting negative growth in 2009.
TOTAL TURKEY
Revised Targets
2008 (realized)
2009 (target)
2010 (target)
2011 (target)
GDP
1,1%
-3,6%
4,0%
3,3%
4,5%
Inflation (CPI)
10,1%
7,5%
6,5%
5,5%
Budget Deficit
17 billion TL
49
13 billion
billion TL
TL
39 billion TL
40 billion TL
Source: Ministry of Finance

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Reel GDP Comparison between Turkey and Other

Countries (2001= 100)

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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 April09 unemployment rate started to decrease.
The employment rate in agriculture is decreasing drastically by the years. From the
beginning of the 2000, Turkey is looking for new field of business activities for current
unemployed people and also trying to find a solution for hidden unemployment rate of
agriculture field.
Agriculturel Employment
Unemployment Rate
18,0%
15,5% 16,1% 15,8%

14,9%
15,0%
10,3% 10,5% 10,3% 10,3% 9,9%
12,0%
9,9%
11,0%
120
100
80
8,4%
9,0%
60
6,5%
6,0%
36
34
30
26
40
25
Ap
ril
'0
9
ch
'0
9
M
ar
b'
09
Fe
Ja
n'
09
20
08
20
07
20
06
20
05
20
04
20
03
20
02
0,0%
20
01
20
20
00
3,0%
Source: TUIK
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July 23, 2010
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2007 Q-1
2007 Q-2

2009 Q-2
Turkey Key Economic Measures Growth Rates (%)
2006 Q-3
2006 Q-4
Page 24
2009 Q-1
We witnessed a V type Crisis in 2001, with Q2 2003 being the recovery.
2004 Q-2
2004 Q-3
2004 Q-4
July 23, 2010
2008 Q-4
TOTAL TURKEY
2008 Q-3
20,0
2008 Q-2
15,0
2005 Q-2
2005 Q-3
2005 Q-4
2006 Q-1
2006 Q-2
TUIK - Industrial Production Growth %
2005 Q-1
NIELSEN - FMCG w/o Tobacco Volume Growth %
2008 Q-1
10,0
2001 Q-1
2001 Q-2
2001 Q-3
2002 Q-1
2002 Q-2
2002 Q-3
2002 Q-4
2003 Q-1
2003 Q-2
2003 Q-3
2003 Q-4
2004 Q-1
NIELSEN - FMCG w/o Tobacco Deflated Value Growth %
2007 Q-4
5,0
2000 Q-4
TUIK - GDP Growth %
2001 Q-4

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2007 Q-3
0,0
-5,0
-10,0
-15,0
-20,0
-25,0
2000 Q-1
2000 Q-2
2000 Q-3
Turkey Key Economic Measures Growth Rates (%)

(comparison of current and 2001 crisis)
20,0
GDP Change %
15,0
2000
Q1
10,0
5,0
0,0
2001
Q3
2007
Q3
-5,0
-10,0
2009
Q1
-15,0
2008 Crisis
-20,0
FMCG w/o Tobacco Volume Change %

10,0
5,0
2000-2001 Crisis
FMCG w/o Tobacco Value Change %
10,0
2009
Q2
2007
Q3
2007
Q3
5,0
2000
Q1
0,0
0,0
-5,0
2000
Q1
-5,0
-10,0
2001
Q4
-15,0
2008 Crisis
2001
Q4
-10,0
-15,0
-20,0
2009
Q2
2008 Crisis
2000-2001 Crisis
2000-2001 Crisis

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July 23, 2010
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Turkey Key Economic Measures Industry Growth Rates (%)

Food sector realized negative growth parallel to total Industry in 2001 crisis while we still face
positive 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 dependency
towards USD & banking sector. Consumers purchasing power did not fall down at fast as 2001 crisis.
Total
Industry
Food &
Beverage
Manufacturing
Tobacco
Products
Manufacturing
Textile
Manufacturing
Automotive
Manufacturing
2001Q2
-11%
-3%
-13%
-8%
-49%
2001Q3
-10%
-3%
8%
-3%
-50%
2001Q4
-12%
-4%
9%
-5%
-54%
2008Q4
-13%
6%
7%
-17%
-37%
2009Q
200 Q1
-22%
-2%
9%
-25%
-57%
2009Q
200 Q2
-15%
-2%
-4%
-15%
-42%
Source : TUIK (Turkish Statistical Institute)

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Inflation (%)
2001 68,5%
2008 10,1 %
July 23, 2010
USD Parity Change (%)

2001 96
2008 -1
Page 26

Retailer Environment

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July 23, 2010
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Retail Channel Trend - UNIVERSE (1996 2008)

The number of Traditional retailers decreased significantly in the Crisis
period in 2001 while Small Supermarkets continue to increase in number.
6000
200000
180000
5000
160000
4000
3000
140000
SPM>2500
120000
SPM 1000-2499
100000
SPM 400-999
80000
2000
60000
SPM<400
Traditional Retailers
40000
1000
20000
0
0
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007
2008
*Special Retailers are excluded. Traditional Retailers include Medium Market+Groceries.

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July 23, 2010
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Turnover Shares (%)

- Total FMCG excl Tobacco Small formats trade weight increased in total FMCG Trade with share gain of
discounter & local supermarkets.
Modern
Trade
SPM>2500
SPM 1000 2500
SPM 400 - 1000
SPM < 400

Local Chains
Discounter Markets
Local Supermarkets
Medium Market
Groceries
Dry Fruit Vendors

Snacks
Gas Stations
23,3
22,9
23,3
12,7
14,6
16,0
64,0
62,4
60,7
YTD07
YTD08
Small
Supermarkets
Traditional
Trade
Perfumery
Pharmacy

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YTD09

Basic Information on Main National & Local

Market Chains
Name
Brands-Sub-brands & no. of stores
Geographical coverage
Migros- 262
Tansa- 296
ok (discount markets)-804
Macrocenter (gourmet markets)-9
Ramstore-19
Total: 1390 stores
Total sales area: 1.339.441 m2
Total sales (2008): 5.1 billion TL/ 3.2 billion US$
Nationwide
Ramstores: Kazaksthan, Kyrgysthan, Azerbaijan, Macedonia,
Hypermarkets - 14
Carrefour Express-151
Total: 165 stores
Total sales (2008): 2.3 billion TL/ 1,45 billion US$
Dia (discount markets)- 631
Total sales (2008): 683 million TL/ 430 billion US$
Carrefour: 41 cities
Dia: 16 cities
Metro/Makro Cash&Carry-13
Real Hypermarket: 12
Total sales (2008): 1.3 billion Euro
(incl. Media Markt sales)
Metro: Adana, Ankara (2), Antalya (2), Bursa, Gaziantep, stanbul

(3), zmir, Mula, Konya
Real: Adana, Ankara (2), Antalya, Bursa, Gaziantep, stanbul (4),
Kocaeli (Izmit), Konya
BIM
(www.bim.com.tr)
BIM (discount markets): 2250

Store size : 200 to 600 m2
Total sales (2008): 4.2 billion TL/ 2,65 billion US$
Nationwide
Morocco (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- 49
Adesem-83
Total: 132 stores
Total sales area: 103.000 m2
Total sales (2008): 507 million TL/ 318 million US$
8 cities
Konya : 95, Ankara: 14, Mersin 5, Aksaray: 2, stanbul: 8 ,
Kocaeli: 4, Karaman: 3, Sakarya: 1
MIGROS
(www.migros.com.tr)
CARREFOUR
(www.carrefour.com.tr)
(www.dia.com.tr)
METRO GROUP
(www.metro-group.com.tr)

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Basic Information on Main National & Local

Market Chains
Name
Brands-Sub-brands & no. of stores
Geographical coverage
Kipa-34 hypermarkets,
Kipa Ekspres-69
Total: 103 stores
Total sales ares: ~220.000 m2
Total sales (2008): 1,4 billion TL/ 895 million US$
Aegean & Marmara regions
A-101 (discount markets)-336
stanbul: 112, Ankara: 30, zmir: 21, Tekjirda: 25, Antalya: 26

Other 17 cities: 122
MAKROMARKET
(www.makromarket.net)
Makromarket- 104
Uyum: 30
Total: 134 stores
Total sales area (Makromarket+Uyum): 138.160 m2
Makromarket: Ankara:69, Antalya: 2, Karaman:2, Mersin:4,

Konya: 10, Krkkale:1, Kayseri:13, Malatya:1, Samsun:2
Uyum: stanbul 30
KIM
(www.kimgroup.com.tr)
KIM (discount markets)-43
stanbul: 40, Kocaeli: 3
MOPA
(www.mopashipermarket.com.tr)
(www.mopasmarket.com.tr)
Mopa- 48
stanbul: 29, Bursa: 12, other cities: 7
Pehlivanolu- 82
zmir: 50, Other cities of Aegean region: 32
TESCO-KIPA
(www.tesco.kipa.com.tr)
A-101
(www.a101.com.tr)
PEHLIVANOGLU
(www.pehlivanoglu.com.tr)

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Turkish Fruit Sector

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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 follows
grape in production ranking.

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Fresh Fruit Production in Turkey

Quantity of produced fruits in 2007 and in 2008 are as shown in the table.
Production (Tons)
Fruits
2007
2008
Grapes
3 612 781
3 928 144
Banana
Fig
189 107
210 152
200 146
205 800
15 242
19 320
Kiwi
Avocado
931
958
Oranges
1 426 965
1 397 186
Mandarins
744 339
744 341
Lemon
651 767
668 893
Grapefruit
162 621
167 611
2 972
2 457 845
3 167
2 495 229
Pear
356 281
355 364
Peach
539 435
549 271
Plum
240 874
248 377
Apricot
557 572
715 212
32 160
33 800
Cherry
398 141
342 507
Sour cherry
Cornelian cherry
180 917
9 722
185 983
10 927
4 324
Bitter orange
Apple
Wild apricot
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.
Fruits
Rank in world production
Apricot
Figs
4 686
Cherry
12 415
12 617
4 217
4 298
Quince
Strawberry
250 316
260 258
Apple
Raspberry
2 103
2 050
61 665
65 188
Grapes
106 560
95 015
125 980
95 511
Persimmon
23 713
24 393
Carob
12 097
15 159
12 362 249
12 882 376
Eleagnus
Japanese plum
Medlar
Mulberry
Pomegranate
Quince
Total
Source: Turkstat

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July 23, 2010
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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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Geographical Dispersion of Production

According to Selected Fruits-Top Producer Cities
Fruit name/variety
Avocados
Total production in 2008

(tons)
958
Orange (Washington)
1.121.723
Orange (Jaffa)
69.673
Orange (others)
235.760
Mandarin
(Clementine)
61.763
Mandarin (King)
5.865
Mandarin (Satsuma)
Mandarin (others)
455.255
233.590
Main producer cities
Prod. Quantity (tons)
Antalya
761
Mersin (Icel)
168
Antalya
319.493
Hatay
278.596
Mersin (Icel)
219.805
Adana
206.051
Mersin (Icel)
32.508
Antalya
13.891
Adana
95.079
Antalya
47.235
Adana
35.090
Antalya
10.849
Mersin (Icel)
5.240
Hatay
174.328
Izmir
91.330
Mersin (Icel)
75.338
Adana
175.321
Source: Turkstat

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July 23, 2010
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Geographical Dispersion of Production According

to Selected Fruits-Top Producer Cities, contd
Fruit name/variety
Grapefruit
Lemons

(tons)
167.611
668.893
Bitter Orange
Table Grape w/seed
Table Grape seedless
3.167
1.490.185
480.501

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Adana
99.926
Mersin (Icel)
31.062
Hatay
29.875
Mersin (Icel)
488.964
Adana
62.373
Antalya
57.144
Adana
2.179
Mersin (Icel)
198.123
Kahramanmaras
146.116
Diyarbakir
116.768
Bursa
67.263
Manisa
297.773
Denizli
99.539
Izmir
47.466
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Fruit name/variety
Apple (Amasya)
Apple (Golden)
Apple (Granny Smith)
Apple (Starking)
Apple (others)

(tons)
200.009
705.896
47.438
1.332.776
218.375

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Nigde
88.704
Kayseri
18.446
Isparta
187.101
Karaman
76.219
Canakkale
53.817
Antalya
53.088
Nigde
49.523
Karaman
11.258
Yalova
6.394
Nigde
5.560
Isparta
328.663
Karaman
276.555
Denizli
170.492
Antalya
124.223
Nigde
28.328
Isparta
14.611
Bursa
11.829
Konya
10.539
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Fruit name/variety
Pears
Cherry
Sour Cherry
Nectarine
Peach

(tons)
355.364
342.507
185.983
49.144
502.762

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Bursa
77.826
Antalya
41.775
Ankara
17.999
Izmir
31.940
Bursa
30.577
Amasya
24.146
Manisa
22.968
Konya
18.703
Afyon
42.221
Ankara
28.613
Kutahya
25.471
Canakkale
18.460
Bursa
8.983
Yalova
6.326
Bursa
128.780
Mersin (Icel)
73.888
Izmir
55.380
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Fruit name/variety
Plums
Kiwi
Strawberry
Raspberry

(tons)
248.377
19.320
260.258
2.050

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Hatay
24.663
Mersin (Icel)
19.973
Bursa
17.732
Manisa
13.729
Antalya
12.615
Yalova
6.559
Rize
3.300
Ordu
3.002
Giresun
2.444
Mersin (Icel)
137.985
Bursa
33.088
Antalya
26.020
Aydin
18.888
Bursa
1.943
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Page 40

Geographical Dispersion of Top Producer

Cities by Selected Fruits
T.grapes w/ seed, apples ,pears,
cherry, peach, nectarine,plums,
strawberry, raspberry
Apple
Nectarine
Yalova City:
Apple, nectarine, kiwi
Kiwi
Pears
Sour cherry
T.Grapes seedless,
cherry, plums
T.Grapes seedless, apple
Kahramanmaras
T.grape w/ seed
Mandarins
T.grapes seedless
Cherry
Peach
Oranges, mandarins, grapefruits, plums

Oranges, mandarins, grapefruits, lemons,
bitter orange
Apple
Avocado, oranges, mandarins, lemons
apples,pears, plums, strawberry

Potential Study
Avocado, oranges, mandarins,

grapefruit, lemons, t.grapes w/seed,
peach, plums, strawberry
July 23, 2010
Page 41

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
Apples-Red
Apple-Granny Smith (domestic)
Apple-Granny Smith (imported)
Pears
Cherry
Peach
Plum
Kiwi-domestic
Kiwi-imported

Potential Study
July 23, 2010
Page 42

Import Figures
Turkeys 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, Turkeys fresh fruit import except banana- was at the level
of 55.000 tons.
Citrus constitutes the 38.000 tons of this 55.000 tons import

Potential Study
July 23, 2010
Page 43

Import Figures of Selected Fruits

The import data of the chosen products belonging to years 2006-2007-2008 of Turkey are
as shown below:
TONS
Custom Tariff Number
2006
0804 (mango + avocado + pineapple)
2007
2008
1559.4
2664
4736
52300.3
78049.5
38404.8
40303.4
64861.5
29782.7
mandarins
2434.1
2101.1
889.4
grapefruits
7575.3
6137
4410.4
lemons
other citrus
1987.5
0
4949.8
0.5
3136.9
187.6
417.1
388
432.8
3943.1
5037.1
2865.9
311.8
449.3
1089.2
3.9
18.5
73.8
0809 (Nectarine)
29.9
10.5
14.2
0809 (Peach)
39.5
15.3
0809 (Plums)
24.9
25.5
18.1
10835.7
9105.9
6536.7
49.9
198.5
343
81.5
58828.4
87039.3
54268.3
0805 (total citrus)

oranges
0806 (table grape)

0808 (apples)
0808 (pear)
0809 (Cherry)
0809 (Kiwi)
0810 (Strawberry)
0813 Dried plum
TOTAL
Most imported fresh fruit after

orange is kiwi.
Kiwi is followed by avocados,
grapefruit, lemon and apples
respectively.
Import figures of other fruits
are considerably small.
Almost all of citrus imports are
originated from Turkish
Republic of Northern Cyprus
(TRNC)
Iran dominates Turkish kiwi
market.
Source: Turkstat

Potential Study
July 23, 2010
Page 44

Import Figures of Selected Fruits by Top

Exporter Countries -2006/2007/2008
Custom Tariff No.
Countries
0804
(mango+avocado+ananas)
Total (tons)
1559.4
2664
4736
Costa Rica
556
1350.6
2852.4
Malaysia
547
681.1
825.2
Brazil
121
100
140.4
Israel
42.3
41
28
35.8
55.3
7.7
35.7
16.2
pineapple
guava, mango & mangost
avocado
Kenya
Peru
S.Africa
0805 (total citrus)

oranges
mandarins
grapefruits
lemons
0806 (table grape)
2008
22.9
10.2
30.8
78049.5
38404.8
T.R.N.C
40113
64795.2
29507.1
T.R.N.C
2303
1966
598
Russian Fed.
111.8
92
190.2
7515.4
5962.4
4323.1
1.1
1512
1792.6
4400.4
1274.5
T.R.N.C
Argentina
T.R.N.C
Total (tons)
417.1
388
432.8
Chile
203.3
218.3
199.5
101.6
155.8
171.6
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
152.8
254
Total (tons)
Argentina
0808 (pear)
2007
52300.3
Total (tons)
S.Africa
0808 (apples)
2006
Total (tons)
311.8
449.3
1089.2
Chile
256.6
269.2
351.8
20.3
85.8
13.8
Argentina
48
61
China
3.6
655.4
S.Africa

Potential Study
July 23, 2010
Page 45
Source: Turkstat

Import Figures of Selected Fruits by Top

Exporter Countries -2006/2007/2008, contd
Custom Tariff No.
Countries
0809 (Cherry)
Total (tons)
2006
2007
2008
3.9
18.5
1.9
0.9
3.2
Belgium
17.5
Italy
57
Jordan
Chile
Germany
73.8
13.6
Total (tons)
29.9
10.5
14.2
Chile
20.5
9.4
13.6
Total (tons)
39.5
15.3
Russian Fed.
38.9
Argentina
2.9
0.5
Egypt
14.3
Total (tons)
24.9
25.5
18.1
Chile
21.6
24.9
3.7
S.Africa
14.4
0810 (Strawberry)
Total (tons)
49.9
49.9
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
83.5
0809 (Nectarine)
0809 (Peach)
0809 (Plums)
Russian Fed.
Greece
0813 Dried plum
Total (tons)
198.5
343
81.5
Kyrgyzstan
156.5
257.1
Iran
27
59.9
Chile
15
Uzbekistan
7.8
46
France
18.2
20
Germany
12.5

Potential Study
July 23, 2010
Page 46
Source: Turkstat

Monthly Import Figures- 2008

Monthly import figures-2008
TONS
Jan
Feb
Mar
Apr
Aug
Sept
Oct
Nov
Dec
0804
(mango+avocado+pineapple)
425,9
449,6
550,7
399,9
650,7
309,3
435,7
163,8
367,4
315,4
319,3
348,3
4736
2858,6
3290,5
10736,9
8685,5
8398,4
2401,8
857,6
601
1,9
4,2
221
347,4
38404,8
84,9
924
9728
8594,6
8054,7
2340,5
45,9
8,1
29782,7
mandarins
192,6
461,4
185,7
43,7
889,4
grapefruits
2179,5
1534,8
147
86,8
128,4
8,7
3,6
2,3
19,2
300,1
4410,4
592,1
583,5
288,5
1,9
213,4
52,6
806,8
591,9
6,2
3136,9
55,5
112
0,2
1,8
2,3
2,8
3,7
1,9
1,9
1,7
3,8
187,6
2,4
37,5
110,4
88,2
137,4
19,9
37
432,8
156,5
141,9
291,5
1146,3
1029,4
61,5
38,8
2865,9
54,5
268,8
461,2
304,7
1089,2
0809 (cherry)
1,1
0,8
13,6
57
1,3
73,8
0809 (nectarine)
0,8
3,3
2,4
7,7
14,2
0809 (peach)
14,3
15,3
0809 (plums)
1,5
16,6
18,1
0810 (kiwi)
2503,2
2882,1
586,3
400,3
70,2
54,3
40,3
6536,7
23
31
24,5
81,5
6327,8
7159,1
25067,8
21515,9
19646,6
6558,5
2340
1420
323,8
798,2
1086
54268,3
oranges
lemons
other citrus
0806 (table grape)
0808 (apples)
0808 (pear)
0813 (dried plum)

Total
Jun
Grand
total
Jul
0805 (total citrus)
May
431,4
Source: Turkstat

Potential Study
July 23, 2010
Page 47

Average Unit Prices of Selected Fruits by

Country of Origin - 2008
Custom Tariff No.
Countries
Avr. unit price (kg/US$)-2008
0804 (mango+avocado+ananas)
pineapple
mango
avocado
Total Average
0.78
Costa Rica
0.84
Malaysia
0.59
Chile
0.71
Total Average
1.08
Brazil
1.09
Total Average
1.60
Israel
2.63
Kenya
1.26
Peru
1.25
S.Africa
1.47
0805 (citrus)
oranges
mandarins
grapefruits
lemons
Total Average
0.32
T.R.N.C
0.32
Total Average
0.55
T.R.N.C
0.46
Russian Fed.
0.80
Total Average
0.25
T.R.N.C
0.24
Total Average
0.75
T.R.N.C.
0.71
Argentina
0.75

Potential Study
July 23, 2010
Source: Turkstat
Page 48

Average Unit Prices of Selected Fruits by Country

of Origin - 2008, contd
Custom Tariff No.
Countries
0806 (table grape)

Total Average
1.63
Chile
1.45
S.Africa
1.93
0808 (apples)
Granny Smith
Red Apple
Total Average
1.02
Chile
0.96
Italy
1.33
France
0.87
Argentina
1.03
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

Potential Study
July 23, 2010
Page 49

Average Unit Prices of Selected Fruits by

Country of Origin - 2008, contd
Custom Tariff No.
Countries
0809 (Cherry)
Total Average
6.61
Chile
6.41
Italy
6.59
Germany
6.76
0809 (Nectarine)
Total Average
1.93
Chile
1.95
Argentina
1.34
0809 (Peach)
Total Average
0.47
Argentina
1.32
S. Africa
1.30
Egypt
0.42
0809 (Plums)
0810 (Strawberry)
Total Average
1.28
Chile
1.39
S. Africa
1.25
No importartion in 2008
Source: Turkstat

Potential Study
July 23, 2010
Page 50

Average Unit Prices of Selected Fruits by Country

of Origin - 2008, contd
Custom Tariff No.
Countries
0810 (Kiwi)
Total Average
0.30
Iran
0.24
Chile
0.88
Italy
1.20
Greece
0.84
0813 Dried plum

Total Average
3.43
Uzbekistan
2.94
France
3.99
Germany
4.33
Argentina
3.52
Source: Turkstat

Potential Study
July 23, 2010
Page 51

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 been
allocated for 9 countries of these 12 countries.
T.R.N.C have a special position excluding these countries. Turkey has
imported from TRNC with 0 duty for many years. Exports to Turkey from
TRNC 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 doesnt create any threat for the Customs Union
Agreement

Potential Study
July 23, 2010
Page 52

Free Trade Agreements & Regulations For

Selected Fresh Fruits
Country& Agreement date
Products (fresh fruits)
Quota (tons)
Applied Duty (%)
Republic of Croatia- 2003
Apples
(excl. 08.08.10.90.00.11 & 12)
250
50 % of MFN*
Republic of Macedonia- 2004
Apples, Pears & Quinces

(excl. 0808.10.10,
0808.10.90.00.11 & 12)
350
Kingdom of Morocco- 2005
Avocado
50
22
Avocado
100
Mango
100
1.750
500
30
1.000
Grapes
400
Cherry & Sour Cherry
100
Peaches & Nectarines
150
1.000
200
Citrus (excl. 0805.50)
4.000
Apples
2.000
Pears & Quinces
250
Apricot & Cherries & Peaches

& Plums
600
50 % of MFN*
Republic of Israel- 2006
Apples- only for wine

(0808.10.10.00.00
European Union- 2006
Pears &Quinces
Peaches (incl. nectarines)
Syrian Arab Republic- 2006
Arab Republic of Egypt- 2007
Republic of Georgia- 2008
Mango&Guava&Mangost
Strawberries
(*)Most Favoured Nation

Source: Undersecretariat of Prime Ministry For Foreign Trade

Potential Study
July 23, 2010
Page 53

Custom Duty Rates Applied to Selected Fruits

APPLIED CUSTOM DUTY RATE (%)
Custom Tariff No.
ITEM/ FRUIT NAME
EU &EFTA
Georgia
Bosnia& H.
Other Countries
0804.30.00.00.00
Ananas (pineapples)
58.5
58.5
0804.40.00.00.00
Avocado
45
45
0804.50.00.00.11
Mango
45
45
0805.10.20.00.00
Oranges
54
54
54
0805.20.10.00.00
Mandarins
54
54
54
0805.40.00.00.00
Grapefruits
54
54
54
0805.50.10.00.00
Lemons
54
54
54
0806.10.10.00.00
Table grapes
54.9
54.9
54.9
0808.10.80.00.00
Apples
60.3
60.3
60.3
0808.20.10.00.00
Pears
60.3
60.3
60.3
0808.20.90.00.00
Quinces
60.3
60.3
60.3
0809.10.00.00.00
Apricots
55
55
55
0809.20.05.00.00
Sour cherries (Prunus cerasus)
55
55
55
0809.30.10.00.00
Nectarines &Peaches
55
55
55
0809.30.90.00.00
Plums
55
55
55
0810.10.00.00.00
Strawberries
50
50
0810.20.10.00.00
Blackberries
50
50
0810.50.00.00.00
Kiwi
55.8
55.8
55,8 (1)
0813.20.00.00.00
Dried plums
43.2
43.2
43.2
(1) Applied as 93% for non-WTO member countries

Source: Undersecretariat of Prime Ministry For Foreign Trade, Turkish Import Regime-2009

Potential Study
July 23, 2010
Page 54

Port Information

Potential Study
July 23, 2010
Page 55

Turkish Ports-General Information

In Turkey, over 80% of exports and over 90% of imports are made by the seaway .
Turkeys 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 has
no railway link.

Potential Study
July 23, 2010
Page 56

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.
Since the motorway linking Mersin to Ankara and Istanbul attained highway standards,
Mersin Port is preferred more by short duration of transport.

Potential Study
July 23, 2010
Page 57

Mersin Port : Main Gate to Fresh Fruit Import & Export

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
Ro-ro capacity
50.000 unit-vehicles/year
Source: MIP Co.

Potential Study
July 23, 2010
Page 58

Mersin Port : Main Gate to Fresh Fruit Import & Export,

contd
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 of
economic crisis on vegetables-fruit exporters.
Mersin Port does not have a cold storage although it is one of the Turkeys
biggest ports.
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.

Potential Study
July 23, 2010
Page 59

Mersin Port : Main Gate to Fresh Fruit Import &

Export, contd
According to statistics published by Mersin Chamber of Shipping, in 2008 on the basis
of months, the amount of fresh fruits depleted to Mersin Port and ports that fruits
comes from are as follows:
Months
Months
January
Fruit
Port Discharged
Discharged
quantity (ton)
Oranges
Alexandria
512,0
Tangerines
Felixtowe
23,8
January-total
535,8
Oranges
February
March
Citrus
Pineapples
Alexandria
24,9
Magosa
48,2
Marseille
12,6
Valencia
14,4
Tanjung
39,6
Port Klang
24,2
February-total
Fruit
Port Discharged
Oranges
Alexandria
101,8
Tangerines
Thessaloniki
84,7
Citrus
Le Havre
21,7
Pears
San Antonia
52,9
Pineapples
Tanjung
107,7
Grapes
Cape Town
37,3
San Antonia
22,3
Bahia Blanca
22,3
Apples
March-total
163,9
Oranges
April
163,9
Discharged
quantity (ton)
Pears
Magosa
1680,5
Qingdao
344,8
Buenos Aires
167,5
Bahia Blanca
79,4
Xingang
75,6
San Antonia
28,4
Source: Mersin Chamber of Shipping Statistics

Potential Study
July 23, 2010
Page 60

Mersin Port : Main Gate to Fresh Fruit Import &

Export, contd
Months
Fruit
Apples
April, contd
Pineapples
Strawberries
Port Discharged
San Antonia
223,4
Vado Ligure
80,3
Buenos Aires
22,9
Valencia
22,0
Qingdao
24,3
Bahia Blanca
19,7
Xingang
22,5
Kaohsiung
22,0
Tanjung
19,4
Haifa
62,4
April-total
2.895,1
May
Months
July
Fruit
Port Discharged
Lemons
August
517,3
Haifa
55,5
572,8
Lemons
Haifa
92,5
Citrus
Valencia
35,3
Pineapples
Bangkok
42,3
August-total
September
170,1
Pineapples
Tanjung
23,5
Singapore
21,0
September-total
44,5
Pineapples
Tanjung
19,4
Haifa
14,2
Genoa
74,6
Oranges
Magosa
374,5
Grapefruits
Buenos Aires
27,4
Vado Ligure
311,3
October-total
Buenos Aires
164,3
November
No data available
Livorno
28,8
December
No data available
San Antonia
426,8
Total (9 months)
Lemons
Apples
October
Discharged
quantity (ton)
Buenos Aires
July-total
No data available
June
June-total
Discharged
quantity (ton)
Apples
108,2
5.987,4
1.333,1

Potential Study
July 23, 2010
Page 61

Wholesaler Markets

Potential Study
July 23, 2010
Page 62

Wholesale Markets- General Information

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 are
under registration do not reflect the real numbers.
The Turkish government make arrangements to put a new wholesale
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.

Potential Study
July 23, 2010
Page 63


Most important fruit-vegetable wholesale markets are in Istanbul (one in
European side and one in Asian side), Mersin, Antalya, Ankara, Adana, zmir
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 dont have cold
warehouses.

Potential Study
July 23, 2010
Page 64


Turkey vegetable-fruit production and marketing roles of wholesale markets
summarized 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
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 wholesale

market(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

Potential Study
July 23, 2010
Page 65

Wholesale Markets- Istanbul Bayrampasa

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
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.

Potential Study
July 23, 2010
Page 66

Wholesale Markets- Istanbul Bayrampasa

Countries that some imported fruits processed in Istanbul Bayrampasa
wholesale 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.
Mandarins
T.R.N.C.
Grapes-seedless
Chile
(*) not verified just claims of wholesale market authority.
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% of
imported fruits processed in wholesale market are consumed in Istanbul,
30% of them in Ankara, 10% of them in other markets.
Potential Study
July 23, 2010
Page 67

Wholesale Markets- Ankara Yenimahalle

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.
Only companies that are trading banana
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.

Potential Study
July 23, 2010
Page 68


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
Pears
100
3.84
Mango
31
3.98
Average 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%.
Potential Study
July 23, 2010
Page 69


Countries, that some imported fruits processed in Ankara wholesale
market are coming from, are expressed as follows:
Country of origin*
Avocado
Israel, Spain, Africa
Red apple
Apple-Granny smith
Chile, Argentina
Chile, Argentina, France, Italy
Grapefruit
South Africa
Cherries
Kiwi
Chile
Iran, Italy, Chile, Greece
Lemon (Lime)
Mexico
Mandarins
T.R.N.C.
Peaches & Nectarines
Chile, Argentina
Oranges
Spain
Grapes-seedless
Chile
Mango
Central & Southern America,
Ananas (pineapples)
Avocados
Chile
Israel, Central & Southern America, Southern Asia

Potential Study
July 23, 2010
Page 70

Wholesale Markets- Adana

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 officewarehouse for transport companies that
are shipping products to other cities.
View of Adana wholesale market is far
from the modern wholesale market and
reliable 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.

Potential Study
July 23, 2010
Page 71

Wholesale Markets- Adana

Authority of the wholesale market estimates sales of imported fruits in Adana
wholesale 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
Street vendors
10
TOTAL
100
Authority of the wholesale market estimates consumption of imported fruits by cities as

follows: Istanbul 35%, Ankara 20%, others 20%.
Its expressed that, approximately half of the imported products that are shipped out of
Adana from wholesale market (how much shipped is unknown) went to the
Southeastern Anatolia Region and the other half went to the Eastern Mediterranean
Sea and Eastern Anatolian provinces.

Potential Study
July 23, 2010
Page 72

Wholesale Markets- Mersin

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
companies) in Mersin center wholesale
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 general
use in the wholesale market.

Potential Study
July 23, 2010
Page 73


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
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 of

import and domestic fruits are not kept. Therefore, sales data of imported
fruits in details can not be obtained.
Potential Study
July 23, 2010
Page 74


Countries that some imported fruits processed in Mersin wholesale market
are coming from are as follows:
Country of origin*
Avocado
Iran
Red apple
Argentina
Apple-Granny simth
Argentina
Kiwi
Iran
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.

Potential Study
July 23, 2010
Page 75


Estimated dispersion of imported fruit sales by costumer groups are as
follows:
Main client groups
Share in sales (%)
50
Hotels/restaurants
30
Greengrocers
20
TOTAL
100

by cities as follows: Istanbul 25%, Ankara 15%, zmir 15%, Mersin 15% and
others 30%.
Quantity of imported products shipped from the wholesale market to out of
Mersin can not be estimated.

Potential Study
July 23, 2010
Page 76

Wholesale Markets- Bursa

Its 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
brokers have been active in 130 stores).
Cold warehouse has not been built yet. Project
is ready but funds are waited. Warehouse
capacity will be 8.000-10.000 m2.

Potential Study
July 23, 2010
Page 77


In 2008, transaction amounts (except bananas) of most processed 5 fruits
are as follows.
Quantity (tons)
Watermelon
60.000
Apples
55.000
Oranges
50.000
Cherries
40.000
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.

Potential Study
July 23, 2010
Page 78


Countries that some imported fruits processed in Bursa wholesale market
are coming from are as follows:
Country of origin*
Pears
Spain
Avocado
Spain
Red Apple
Chile
Apple-Granny Smith
Chile, Mexico
Kiwi
Ecuador
Lemon (Lime)
Chile
Mandarins
T.R.N.C.
Peaches
Ecuador, Colombia
Grapes-seedless
Mango
Chile
Ecuador, Chile, Mexico
Ananas (pineapples)
Brasil, Mexico

Potential Study
July 23, 2010
Page 79


Estimated dispersion of imported fruit sales by costumer groups are as
follows:
Main client groups
Share in sales (%)
70
Hotels/restaurants
20
Local open bazaars
Greengrocers
Street vendors
TOTAL
100

by cities in Turkey as follows: Istanbul 70%, Ankara 10%, Izmir 10%, and
others 10%.

Potential Study
July 23, 2010
Page 80

Wholesale Markets- Antalya

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 exporter
companies in the wholesale market.
In the first 7 months of 2009, the amount
of fruits processed in Antalya wholesale
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.

Potential Study
July 23, 2010
Page 81


In 2008, transaction amounts (except bananas) of most processed 5 fruits
are as follows.
Quantity (tons)
Oranges
16.165
Apples
6.682
Mandarins
6.077
Lemons
5.643
Grapes
5.380
Others
~107.550
TOTAL
~147,500
Source: Antalya fruit-vegetable wholesale market

Others includes melons, watermelons & bananas

Potential Study
July 23, 2010
Page 82


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
Pears
66,3
Grapes
28,3
Kiwi
1.487.173 units
Mango
24.141 units
Source: Antalya fruit-vegetable wholesale market

Potential Study
July 23, 2010
Page 83


According to the authorities of Antalya wholesale market, 90% of imported
fruits is sold in hotels and restaurants.
Main client groups
Share in sales (%)
Hotels/restaurants
90
10
TOTAL
100
Authority of the wholesale market has indicated that 90% of imported fruits
which are sold in Antalya wholesale market is shipped to Mediterranean
Region, 10% of them is shipped to Aegean Region.
by regions as follows: Mediterranean Region 40%, Marmara Region 30%,
Aegean Region 30%.

Potential Study
July 23, 2010
Page 84

Wholesale Markets- Overall Assessment

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 fruits 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.
Because even exotic-tropical fruit can be grown in Turkey today.
Many imported fruits come as packaged. Exceptional, kiwi (Ankara) and orangeValencia (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.

Potential Study
July 23, 2010
Page 85

Wholesale Prices of Imported Fruits by Different

Cities-Istanbul
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
75,00-140,00
Apple-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
Ananas (Pineapple)- unit
4,00- 8,50
4,00- 5,00
4,00-9,00
4,00-7,00
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
4,00-6,50
Black 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

Potential Study
July 23, 2010
Page 86

Wholesale Prices of Imported Fruits by Different

Cities-Ankara & Izmir
Fruits
Ankara
June 1st
June 15
June 29
August 14
n.a.
n.a.
n.a.
60,00-75,00
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
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.
Apple-not specified (pack)

Kiwi (pack)
Fruits
zmir
June 1st
June 15
July 1st
July 15
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
For June, July & August 2009, average US$ rate: 1 US$ = 1.50 TL
Sources: Ankara & Izmir wholesale market

Potential Study
July 23, 2010
Page 87

Cold WareHouse Information

Potential Study
July 23, 2010
Page 88

Cold Warehouses
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.
Cold warehouses are concentrated especially in the Mediterranean and the
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

Potential Study
July 23, 2010
Page 89

Cold Warehouses
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 87
cold warehouses only in Isparta (2008) and
annual capacity of these cold warehouses is
336.000 tons (source: Agriculture Directorate
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).

Potential Study
July 23, 2010
Page 90

Cold Warehouses
According to the 2005 figures, there are

176 cold warehouses in the Aegean
Region (source: Ministry of Agriculture).
On the other hand, according to the
current sources, there are 38 cold
warehouses in Denizli-ivril which are
used for storing apples and have total
55.000 tons capacity (source: Agriculture
Directorate of ivril, 2008).

Potential Study
July 23, 2010
ivril
Page 91

Cold Warehouses
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:
For apples: During the apple season (4-5 months) 1 pack 5 TL or 1 kg. 1,25 TL price for
Isparta city
1 pack for 20 days 0.50-1.00 US$ incl. V.A.T. (fruit types are not specified) price for Mersin
city
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

Potential Study
July 23, 2010
Page 92

Importers

Potential Study
July 23, 2010
Page 93

Importer Companies
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
summarized as follows:
Most preferred / imported fruits (excluding banana)
Apple-Granny Smith
Kiwi
Grapes
Avocado
Pineapple

Potential Study
July 23, 2010
Page 94

Importer Companies
Reasons of importing fruits in less amounts and kinds (excluding banana)
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.
Market opportunities : A significant opportunity in the market is not thought.
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.

Potential Study
July 23, 2010
Page 95

Importer Companies
The most commonly used ports:
Mersin (main gate)
Istanbul Ambarl ports Close to consumption regions (logistical
advantages)
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
Shrinkage rates at transportation : between 3%-5%, max. 8%
In which countrys products most shrinkage occurs : Iran, African countries,
Greece, Italy
Warehouses:
Its much better compared to the past experiences.
Geographical prevalence of warehouses is good.
Large importers have their own warehouses. Small ones, purchase these
services according to their requirements.

Potential Study
July 23, 2010
Page 96

Retailers

Potential Study
July 23, 2010
Page 97

Retailer Interviews
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
Chain markets (National&local chains)
28
Independent supermarkets
17
Greengrocers
18
TOTAL
63

Potential Study
July 23, 2010
Page 98

Imported Fresh Fruit Availability

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? (%)

81
Total (n=63)
Chain markets
(n=28*)
19
93
47
Ind. SPMs (n=17*)
94
20
Low demand
50
Expensive
50
53
Greengrocers
(n=18*)
0
Reasons for not selling imp. Fruits (n=12)
40
6
60
Yes
80
100
120
No

Potential Study
(*) very small base
July 23, 2010
Page 99

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
and greengrocers, 90% in independent supermarkets.
Distribution of sales (%)
Most selling types

Sale shares
Distribution of sales (%)
16
17
84
Total (n=45)
83
Chain markets
(n=23*)
10
90
Ind. SPMs (n=6*)
In overall regardless of domestic or

import the most selling fruits are
watermelon, apples and oranges.
Fruit type
Amount
(%)
Monetary
value (%)
Watermelon
18.6
17.5
Apples
18.0
16.4
Oranges
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
17
83
Imported
Domestic
Greengrocers
(n=16*)
(*) very small base (n=6)

Potential Study
July 23, 2010
Page 100

Penetration Rates of Imported Fruits

Penetration rates of imported fruits (%)
The most widely sold

imported fruit is
Granny Smith Apple.
94
Apple-Granny smith
Kiwi
77
Avocado
63
49
Red apple
45
Black grape
Granny Smith Apple

is sold in 94% of the
retailers of imported
fruits. Penetration
rates of Kiwi is close
to 80%.
Pear
37
Coconut
28
Nectarine
22
Grapes
22
Cherry
20
18
Peach
Mango
16
Plum
12
Strawberry
10
Orange
10
Mandarin
Papaya
n=51

Potential Study
July 23, 2010
Page 101

Penetration & Sales Intensity of Imported

Fruits
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 the
highest level of sales. This has provided us sales intensity knowledge.
Penetration intensity and sales intensity map was designed for each fruit.
Within this map, only fruits with at least 20% penetration were shown.
Legend for colors in the table are as follows.
High penetration/ high sales

Moderate penetration/ moderate sales
Low penetration/ low sales

Potential Study
July 23, 2010
Page 102

Penetration & Sales Intensity of Imported

Fruits, contd
Fruit/Varieties
Avocado
Pears
Kiwi
Red Apple
Apple-Granny
Smith
Black Grape
Pineapple
Coconut
Nectarine
Jan
Feb
Mar
Apr
May
Jun
July
Aug
Sept
Oct
High
Moderate
Low
Nov
Dec
Penetration intensity
Sales intensity
Sales intensity
Sales intensity
Sales intensity
Sales intensity
Sales intensity
Sales intensity
Sales intensity
Sales intensity

Potential Study
July 23, 2010
Page 103

Sales Shares of Imported Fruits

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%
5%
43%
8%
9%
Source:
calculated from
retailers sales
figures
declerations
18%
Granny Smith
Kiwi

Potential Study
Red apple
Avocado
July 23, 2010
Black Grape
Others
Page 104

Origin of Imported Fruits According to Retailers

Origins of imported fruits were asked to retailers. The answers reflect retailers
perception of imported fruit/ country at the same time. For all import fruits Chile is
perceived to be the country of origin.
Fruits
Country of origin (most common answers)
Apple-G.Smith (n=48)
Chile 25%, Argentina 12,5%, Italy 6,3%, dont know/no idea 52%
Kivi (n=39)
Chile 23,1%, Iran 20,1%, New Zealand 10,3%, Latin America 10,3%, dont know/no idea 35,9%
Avocado (n=32)
Chile 21,9%, Israel 12,5%, dont know/no idea 40,6%
Pineapple (n=28)
Chile 17,9%, Costa Rica 17,9%, Ecuador 10,2%, dont know/no idea 50%
Apple-Red (n=25)
Chile 28%, Italy 16%, Argentina 12%, dont know/no idea 52%
Black Grape (n=23)
Chile 39,1%, dont know/no idea 60,9%
Pears (n=19)
Chile 31,6%, Latin America 10,5%, dont know/no idea 57,9%
Coconut (n=14)
Dont know/no idea 64,3%
Nectarine (n=11)
Grape seedless (n=11)
Source: Retailer Interviews

Fruits with n < 10 are not included

Potential Study
July 23, 2010
Page 105

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.
Purchase channel of imported fruits (%)

From
wholesale
market
Purchasing frequency of imported fruits (%)

Everyday
3-4 times a week
From
importer
company
15.7
15.7
Twice a week
3 times a month
Imports
itself
62.7
82.4
11.8
3.9
2
whenever we need
5.9
n=51
n=51

Potential Study
July 23, 2010
Page 106

Transport Way of Imported Fruits

The majority of retailers (70.6%) deliver the imported fruits they purchased, to their
stores or warehouses with their own vehicles.
(%)
with their own vehicles
70.6
with importer company's

vehicles
with transport/logistic
company's vehicles
21.6
7.8
n=51

Potential Study
July 23, 2010
Page 107

Distribution of Sales by Client Type

Highest share of sales belongs to end users.
Others
2%
Companies
Hotels/restaurant
4%
s
6%
Other small scale

retailers
8%
End users
80%
n=51

Potential Study
July 23, 2010
Page 108

Retail Prices of Imported Fruits by Different

Cities
Fruits
Average price
Istanbul
Ankara
Izmir
Antalya
Adana
Bursa
Apple-G.Smith
5,60 TL/kg
4,90-7,50TL/kg
5,49-6,95 TL/kg
4,00 TL/kg
5,00-6,00 TL/kg
n.a.
5,95-5,99 TL/kg
Apple-Red
5,85 TL/kg
5,90- 8,00 TL/kg
5,95 TL/kg
n.a.
n.a.
n.a.
6,49 TL/unit
Kiwi
0,90 TL/unit
1,00- 1,50 TL/unit

4,00-8,49 TL/kg
1 TL/unit
6,65 TL/kg
0,65 -0,75 TL/unit

4,99TL/kg.
0,39 TL/unit
4,00- 5,00 TL/kg
3,90- 5,00
0,50- 0,75 TL/unit

5,99 TL/kg
Avocado
3,60 TL/unit
3,00- 5,00 TL/unit

8,00 TL/ kg
3,00-3,95 TL/unit
2,45- 2,99 TL/unit
2,90 TL/ unit
3,50 TL/unit
3,99 TL/unit
Mango
5,25 TL/unit
6,50 TL/unit
6,45-7,50 TL/unit
2,99 TL/unit
n.a.
n.a.
4,49 TL/unit
Ananas
(Pineapple)
5,95 TL/unit
3,50-3,95 TL/unit
5,90 -6,50 TL/unit
8,00- 10,00 TL/unit
7,50 TL/unit
3,99 TL/unit
5,00-5,80 TL/kg
4,50 -4,90 TL/unit
2,90 -4,00 TL/unit
3,99 TL/unit
6.30 TL/kg
4,50-8,00 TL/kg
n.a.
n.a..
n.a.
n.a.
n.a.
35,00 TL/kg
n.a.
n.a..
n.a.
n.a.
n.a.
Pears
Pepino
Black Grape
15,00 TL/kg
15,00-16,00 TL/kg
15,00 TL/kg
n.a..
n.a.
n.a.
n.a.
Grapefruit
4,00 TL/kg
4,00 TL/kg
n.a.
n.a..
n.a.
n.a.
n.a.
2,00 TL/unit
2,00 TL/unit
n.a.
n.a..
n.a.
n.a.
n.a.
Lime
For June&July 2009, average US$ rate: 1 US$ = 1.50 TL

Source: Retailer Study

Potential Study
July 23, 2010
Page 109

Payment & Profit Margins

2/3 of the retailers have indicated that they pay in cash for the imported fruits they buy.
33.2
n=51
66.8
Postdated check
Cash payment
Average profit margin for domestic fruits is 30%, where it is 28% for imported fruits.
Profit margins of both domestic and imported fruits are higher in local chains, independent
supermarkets and greengrocers.
Profit margins- domestic fruits (%)
Total
30.2
Local chains
Local chains
34.3
Greengrocers
National chains
Total
35
Independent
supermarkets
Profit margins- imported fruits (%)
27.7
18.9

Potential Study
27.9
29.1
Independent
supermarkets
37.9
Greengrocers
National chains
July 23, 2010
26.3
18.3
Page 110

Overall Price Comparison: Imported vs.

Domestic
Retailers were asked to compare prices of imported fruits with domestic fruits,
regardless of the type. Accordingly, 4/5 of the retailers claimed that imported fruits are
always expensive than domestic fruits, where the rest claimed that imported fruits are
mostly expensive than domestic fruits.
In other words, all retailers have indicated that imported fruits are expensive than
domestic fruits.
Imported fruits are allways

expensive than domestic
fruits
Imported fruits are mostly

expensive than domestic
fruits
82.4
17.6
n=51

Potential Study
July 23, 2010
Page 111

Comparison of Countries by Attributes

Retailers evaluated countries that they sell their products according to 8 different
attributes.
It is remarkable that the most successful country is Chile according to these 8
attributes.
Attributes
Product quality
Best/ most successful countries

Chile 37%, Argentina 14%, Latin American countries 10%, dont know/no idea 31%
Price
Chile 24%, Argentina 6%, Ecuador 6%, Latin American countries 6%, China 6%, dont know/no idea 37%
Package quality
Chile 28%, Argentina 8%, Italy 8%, Latin American countries 8%, dont know/no idea 37%
Freshness
Chile 26%, Argentina 6%, Ecuador 6%, Latin American countries 6%, dont know/no idea 43%
Product appearance
Product variety
Chile 32%, Latin American countries 12%, Argentina 6%, dont know/no idea 49%
Long shelf life
Ease of availability
Chile 24%, Argentina 10%, Iran 6%, dont know/no idea 47%
Source: Retailer Study

Potential Study
July 23, 2010
Page 112

Level of Agreement to Statements Relating to

Imported Fruits
9 statements relating to imported fruits are stated out to the retailers and they were
asked to tell how much they agree with each statement by using the 5 point scale
from1 to 5.
Legends for numbers in the scale are as follows.
1 = Strongly disagree
2= Disagree
3= Neither agree nor disagree
4= Agree
5= Strongly agree
Differentiation between the rates of agreement (or not agreement) to statements of

markets and greengrocers can be seen even its small.

Potential Study
July 23, 2010
Page 113


Imported Fruits
Level of agreement (5 point scale)
Statements
Total
(n=51)
Supermarkets
(natl./loc. chains+ind.)
(n=34)
Greengrocers
(n=17)*
Imported fruits are quite expensive in months at which domestic ones do not exist.
3,90
3,82
4,06
The price of fruit which is not grown in Turkey is always expensive.
3,78
3,59
4,18
Since imported fruits are more quality than domestic ones, their prices are more expensive.
3,04
2,94
3,24
Imported fruit is a luxury consumption item for Turkey.
3,31
3,03
3,88
Imported fruits are sold/consumed mainly in big cities or tourist areas in Turkey.
3,71
3,41
4,29
Since profit margin of imported fruits is high, its advantageous to sell them.
3,12
3,21
2,94
Turkish consumers do not consume imported fruits if the domestic one is available.
3,53
3,47
3,65
Imported fruits are not usually suitable to Turkish consumers taste.
3,12
2,88
3,59
Bright colors and different shapes of imported fruits have drawn the attention of consumers
3,61
3,47
3,88
1 = Strongly disagree, 2= Disagree, 3= Neither agree nor disagree, 4= Agree, 5= Strongly agree
Bold numbers means that the score is significantly different than other
(*) small base

Potential Study
July 23, 2010
Page 114

Quality Evaluation of Domestic & Imported

Fruits Sold
Retailers were asked to evaluate overall quality of domestic & imported fruits they sell.
3 options were offered to the retailers for this classification.
high quality/ premium products
moderate/ standard products
low quality products
The share of premium products in imported fruits is marginally higher than domestic
fruits.
n=50
Quality evaluation of domestic fruits (% )
low quality
6%
n=50
Quality evaluation of imported fruits (% )

low quality
4%
moderate/sta
ndard quality
products
23%
moderate/st
andard
quality
products
17%
high
quality/premi
um products
79%
high
quality/premi
um products
71%

Potential Study
July 23, 2010
Page 115

Cold Storage Possibilities of Retailers

75% of national and local chains have cold storages for fruits and vegetables almost in
every store.
Cold storage penetration is 35% in independent supermarkets and greengrocers.
National&local chains (% )
Ind. supermarkets&greengrocers (% )
not specified
4%
Cold store
almost in
every branch
76%
Only in large
branches
8%
Cold store in
shop
36%
others
(refrigerator,
air cond.
etc.)
20%
No cold
store in
branches
12%
no cold store
in shop
44%
n=25*
n=26*
(*) very small base

Potential Study
July 23, 2010
Page 116

Attitudes Against Customers

Retailers were asked whether they suggest imported fruits to their customers, or not.
60% of the retailers indicated that they make suggestion only when customers ask a
question about a product.
Total (n=51)
National+local
chains (n=26*)
Ind. markets+
greengrocers (n=25*)
58.8
57.7
60.0
Generally customers are not

leaded
27.5
26.9
28.0
Staff gives information as

customers look around
13.7
15.4
12.0
2.0
3.8
Attitudes against customers

Information is given only when
customers ask something about
the product
Exhibitions and explanations in

special areas at the weekends
(*) very small base

Potential Study
July 23, 2010
Page 117

Consumption at CAFH Points (Restaurants

& Hotels)

Potential Study
July 23, 2010
Page 118

CAFH (Consumption Away From Home) Points

Interviews
Total of 80 interviews were carried out in Istanbul, Ankara, Izmir, Bursa, Adana and
Antalya in order to determine attitudes and behaviors of CAFH points.
Distribution of interviews by CAFH points is as follows.
CAFH points
No. of interview
4/5 stars hotels/ holiday villages
47
Luxury restaurants
33
TOTAL
80

Potential Study
July 23, 2010
Page 119

Annual Fresh Fruit Consumption

Annual fresh fruit consumption is approximately 48.5 tons in 4/5 stars hotels&holiday
villages, where it is 11 tons in luxury restaurants.
On-premise points
Annual fresh fruit

consumption per unit
(tons)
Annual spending
for fresh fruits per
unit (TL/US$)
4/5 stars hotels&holiday villages
48,5
77.750 (51.800 $)
Luxury restaurants
11,0
34.825 (23.215 $)
Total average
34.0
60.980 (40.650 $)

Potential Study
July 23, 2010
Page 120

Usage of Imported Fresh Fruit

About 60% of these points serve/purchase imported fruits.
The rate of imported fresh fruit usage increases to 66% in hotels, where it decreases
below 50% in luxury restaurants.
Usage of imported fresh fruit (%)
57.5
Total (n=80)
4/5 stars hotels

(n=47)
42.5
66
Luxury restaurants
(n=33)
34
45.5
0
20
60
Yes
80
Expensive /domestic fruits are cheaper
50
Low demand
41
Imported fruits do not fit to menu concept.
35
Domestic fruits are enough
24
Frozen / canned products are used
21
Cant find imported product
12
Low quality of imported fruits
Imported fruits purchased as frozen or canned (n=7)
54.5
40
Reasons for not using imp. fruits (n=34)
100
120
No

Potential Study
Count
Pineapple
Raspberry
Tutti frutti
Blackberry
July 23, 2010
Page 121

Reasons For Using Imported Fresh Fruits

Being touristic facility is
the most important
reason of using/
purchasing imported
fruits. This rate
increases to 65%
especially in hotels.
International cuisine
menus of facilities is
the other important
reason.
Tourist facility
46.7
39.2
35.5
46.7
For our international cuisine menus

In order to offer fruits that are not grown
in Turkey in the season
23.6
Since certain kinds of fruits are not

grown in Turkey
Product quality
58.7
64.5
16.1
34.8
53.3
26.1
47.6
8.7
12.9
total (n=34)
Customer satisfaction
hotels (n=16*)
4.3
13.3
restaurants (n=18*)
Visuality
2.2
3.2
0
Good taste
2.2
3.2
0
(*) very small base

Potential Study
July 23, 2010
Page 122

Imported Fruits Used (Penetration rates)

74
74
Avocado
The most
consumed/
purchased fruits
are avocado, kiwi
and Granny Smith
Apple.
Kiw i
70
Apple-Granny Smith
33
33
Pear
Red apple
30
28
28
26
24
22
20
20
20
Orange
Grape-seedless
Pineapple
Black grape
Grapefruit
Straw berry
Plum
Mango
Peach
17
17
Nectarine
Mandarin
15
15
Lemon
Cherry
4
4
4
Watermelon
Papaya
n=46
Coconut
Melon

Potential Study
July 23, 2010
Page 123

Penetration/Usage Intensity of Imported Fruits

CAFH points were asked which imported fruits they sell in which months. The
answers of this question has provided us usage intensity knowledge. In other words
its determined which imported fruits are used/ presented to customers more
frequently in which months in CAFH points.
Only fruits with at least 22% usage intensity (at least 10 frequency) were shown.
Legend for colors in the table are as follows.
High penetration/ high usage

Moderate penetration/ moderate usage
Low penetration/ low usage

Potential Study
July 23, 2010
Page 124

Penetration/ Usage Intensity of Imported

Fruits, contd
High
Moderate
Low
Penetration/ Usage intensity by months

Fruit/Varieties
Jan
Feb
Mar
Apr
May
Jun
July
Aug
Sept
Oct
Nov
Dec
Avocado
Pears
Kiwi
Red Apple
Apple-Granny Smith
Black Grape
Grape-seedless
Pineapple
Orange
Grapefruit
Strawberry

Potential Study
July 23, 2010
Page 125

Consumption Shares of Imported Fruits

Granny-Smith Apple is the most purchased/ consumed imported fruit with a share of
37%.
Most purchased/ consumed imported fruits
Nectarine
4%
Others
15%
Granny Smith
37%
Pear
4%
Orange
4%
Avocado
7% Red apple
8%
Kiwi
21%
N=46

Potential Study
July 23, 2010
Page 126

Annual Imported Fresh Fruit Consumption

Annual imported fresh fruit consumption of 4/5 stars hotels or holiday villages are very
close to each other.
On the other hand, there is significant differences between their annual spending*.
Point of consumption
Annual imported
fresh fruit
consumption per unit
(kg)
Annual spending
for imported fresh
fruits per unit
(TL/US$)
4/5 stars hotels&holiday villages
2.387
19.495 (13.000 $)
Luxury restaurants
2.087
5.323* (3.550 $)
Total average
2.283
14.608 (9.740 $)
(*) Number of restaurants that specify their annual imported fruit consumption is quite low. Consequently
comparing this number with average hotel consumption is not reliable. Average restaurant consumption is
given only as information

Potential Study
July 23, 2010
Page 127

Expectations for the End of 2009

CAFH points were asked how they estimate changes about purchase volume and
purchase value of imported fruits between 2008 and 2009.
1 of every 3 CAFH points estimate purchase volume of imported fruits will not change.
Also 1/3 of them estimate purchase value of imported fruits will not change.
2009-2008 change estimation- purchase volume (%)
Will not change
2009-2008 change estimation- purchase value (%)
Will not change
34.8
Will increase
28.3
Will increase
Will decrease
26.1
Will decrease
11
Indefinite
0
10
34.8
37
19.6
Indefinite
15
20
25
30
35
8.7
0
40
10
15
20
25
30
35
40
n=46
n=46

Potential Study
July 23, 2010
Page 128

Origin of Imported Fruits According to CAFH

Points
1/3 of CAFH points have an idea about origin of imported fruits they
purchase/consume. The rest 2/3 of them either do not know origin of imported fruits or
accentuate this subject.
Knows
the
country of
origin
33%
Fruits*
Country of origin (most common answers)- #
Apple-G.Smith (n=10)
Argentina 4, no idea 3
Kiwi (n=12)
Latin American countries 4 Iran 1, Ecuador 1, Africa 1,no idea 4
Avocado (n=12)
Latin American countries 4 Chile 2, no idea 4
(%)
N=46
Does'nt
matter
67%
(*) Fruits with n < 10 are not included
How origin of imported fruits are known (n=15)
From the sticker on the fruits
10
From the importer/wholesaler
Its written on the package
From the internet

Potential Study
July 23, 2010
Page 129

Purchase Pattern of Imported Fruits

Purchase pattern of fruits differs according to fruit type. For instance, avocado, kiwi
and mango are purchased by piece. Its seen that Kiwi is also purchased by
packages or boxes commonly.
Imported Fruits
Most common purchase pattern (%)
Other purchase patterns (%)
Avocado (n=34)
Piece (79%)
Package (12%), Kilo (9%)
Kiwi (n=34)
Piece (44%)
Kilo (32%), Package (24%)
Granny Smith (n=32)
Kilo (88%)
Package (12%)
Pears (n=15)
Kilo (87%)
Package (13%)
Red Apple (n=15)
Kilo (73%)
Package (27%)
Orange (n=14)
Kilo (%86)
Package (14%)
Grape-seedless (n=13)
Kilo (%85)
Package (15%)
Black grape (n=12)
Kilo (%83)
Package (17%)
Pineapple (n=12)
Kilo (33%), Piece (33%), Package (33%)
Grapefruit (n=11)
Kilo (82%)
Piece (9%), Package (9%)
Strawberry (n=10)
Kilo (80%)
Package (20%)
(*) Fruits with n < 10 are not included

Potential Study
July 23, 2010
Page 130

Purchase of Imported Fruits

The majority (72%) of CAFH points purchase
imported fruits from wholesale markets. This rate
increases to 80% in hotels.
Restaurants prefer also greengrocers to purchase
imported fruits.
Over 40% of CAFH CAFH points purchase domestic

fruits every day, where the rate of purchasing imported
fruit every day decreases to 17%.
1/3 of hotel and restaurants purchase imported fruits 34 times a week.
Purchasing frequency of fruits (%)

From wholesale market
From greengrocer
72
17.4
Everyday
32.6
28.3
3-4 times a w eek
11
19.6
19.6
Tw ice a w eek
From
hypermarkets/cash&carry
stores
From importer company
From the small

wholesalers outside the 4
wholesale market
Once a w eek
2-3 times a month
w henever w e need
imported
21.7
domestic
6.5
6.5
2.2
2.2
2.2
n=46
n=46

Potential Study
41.3
July 23, 2010
Page 131

Transport Way of Imported Fruits

Imported fruits purchased are delivered mainly by seller companys vehicles (importer,
broker or greengrocer). 1/3 of CAFH points make transportation with their own vehicles.
(%)
with seller company's vehicles
63
with their own vehicles
with transport/logistic company's

vehicles
32.6
4.4
n=46

Potential Study
July 23, 2010
Page 132

Consumption/Usage Patterns of Imported Fruits

Consumption/usage patterns of imported fruits (%)
90% of facilities offer

imported fruits they
purchase to their
consumers directly as
a fresh fruit.
89.1
90.3
Directly as a fresh fruit
73.3
80.4
83.9
In meals or salads
73.3
Imported fruits are

used in meals and
salads or in pastry
production intensively
beside used as a fresh
fruit.
80.4
In dessert/ice cream &

pastry production
87.1
66.7
total (n=46)
47.8
As a fresh squeezed
fruit juice
54.8
hotels (n=31)
restaurants (n=15*)
33.3
8.7
Special offer to VIP
clients
9.7
6.7
(*) very small base

Potential Study
July 23, 2010
Page 133

Consumption Shares of Imported Fruit by

Usage Area
CAFH points were asked to assume amount of imported fruits they purchase as 100
and distribute them by usage areas. Accordingly, over half of imported fruits they
purchase are offered to consumers directly as a fresh fruit.
Distribution of imported fruit consumption by consume/usage areas (%)
7%
4%
17%
53%
19%
Directly as a fresh fruit

In meals and salads
Others

Potential Study
In dessert/ ice cream& pastry production

As a fresh squeezed fruit juice
July 23, 2010
Page 134


Imported Fruits
9 statements relating to imported fruits are stated out to CAFH points and they were
asked to tell how much they agree with each statement by using the 5 point scale as
we did before for retailers.
Legends for numbers in the scale are as follows.
1 = Strongly disagree
2= Disagree
3= Neither agree nor disagree
4= Agree
5= Strongly agree

Potential Study
July 23, 2010
Page 135


Imported Fruits
Level of agreement (5 point scale)
Statements
Total
(n=46)
4/5 stars hotels&

holiday villages
(n=31)
Luxury
restaurants
(n=15)*
Imported fruits are quite expensive in months at which domestic ones do not exist.
3,59
3,45
3,87
The price of fruit is not grown in Turkey is always expensive.
3,85
3,77
4,00
Since imported fruits are more quality than domestic ones, their prices are more expensive
3,72
3,68
3,80
Imported fruit is a luxury consumption item for Turkey.
3,57
3,84
3,00
Imported fruits are sold/consumed mainly in big cities or tourist areas in Turkey.
3,87
3,81
4,00
Turkish consumer do not consume imported fruits if there is domestic ones.
3,09
3,17
2,93
Imported fruits are not usually suitable to Turkish consumers palatal delight.
3,24
3,43
2,97
Bright colors and different shapes of imported fruits have drawn the attention of
consumers.
3,43
3,39
3,53
Imported fruits are usually preferred by foreigners /tourists stay / dine at our facility
3,48
3,42
3,60
1 = Strongly disagree, 2= Disagree, 3= Neither agree nor disagree, 4= Agree, 5= Strongly agree
Bold numbers means that the score is significantly different than other
(*) small base

Potential Study
July 23, 2010
Page 136

Cold Storage Possibilities of CAFH Points

Cold rooms for fruits and vegetables beside refrigerator- exist in about 90% of CAFH
consumption points.
This rate is about 95% in hotels, where it decreases to nearby 75% in restaurants.
Cold store availability (other than refrigerators) (%)
No
13%
Yes
87%
n=46

Potential Study
July 23, 2010
Page 137

Payment Type of Purchased Imported Fruits

Over half of CAFH points indicate that they do the payment of imported fruits they
purchase with cash. 40% of them make payment with postdated check (This may be
valid for Turkey, which is common in Turkey trade business. Check is collected at the
given due date written on it) Maturity period can be protracted to 30-45-60 or 90 days
depending on the mutual agreements.
Payment type of purchased imported fruits (%)
Others
5%
Postdated
check
41%
Cash
payment
54%
n=46

Potential Study
July 23, 2010
Page 138

Purchase Behaviour- Consumer

Potential Study
July 23, 2010
Page 139

Purchase Frequency
Target group buy fresh fruit 3 times in a week on average.
Mean score
(.times in a
week)
3.19
(Adana, Bursa)
0.74
10.4
(45-54)
Never
32.8
27.8
Less frequent than once in a month

Once in a month
21.5
Once in 3 weeks
Once in 2 weeks
27.2
15.7
8.7
6.7
7
11.1
9.3
3.9
2
1.1
Fresh Fruit
Dried Fruit
Once a week
2-3 times a week
4-5 times a week
Everyday
**Demographic info in texts depict significant differences.

Potential Study
July 23, 2010
Page 140

Monthly Food Expenditure

24% of total monthly food expenditures is comprised of fresh fruit
Fresh fruit
113.54
Other food
352.22
465.76 TL
(Ankara, 45-54, AB)
(stanbul, 45-54, AB)

Potential Study
July 23, 2010
Page 141

Seasonal fruit Consumption

No seasonal difference is observed among half of the respondents, whereas
majority of other half consume more in summer.
same amount
of fruit in every
season
>Bursa, 45-54, AB
51%
n=460
>Adana, Ankara,
18-24
I consume
more fruit in
winter
5%
I consume
more fruit in
summer
44%
More varieties: 46%

To meet C vitamin need: 48%
Plenty of fruit: 14%
Not to be sick: 35%
I like summer fruits: 13%
I have many time: 17%
Suitable price: 10%
Winter fruits are better: 9%
Natural: 7%
More varieties: 9%
Fresh: 6%
To meet water need: 4%
Thirst quenching: 6%
I need more to consume: 5%
*small base
To meet my water need: 5%

Potential Study
July 23, 2010
Page 142

Consumed Fresh Fruit in Summer

Water-melon
Melon
Apricot
Black grape
1.3
Morello
0.4
Plum-green
Fig
0.9
Banana
0.7
Apple
1.1
52.2
41.7
0.2
Blackberry
Kiwi
Black mulberry
(Adana)
(zmir, 18-24)
(stanbul, Antalya)
37.0
34.6
0.2
33.9
(Antalya)
(stanbul, Bursa)
25.9
(stanbul, Adana)
18.7
(stanbul, 55+)
14.1
(stanbul)
13.7
(stanbul, Antalya)
11.3
Most often
(stanbul, Ankara)
31.3
12.6
In general
(stanbul)
29.3
Mulberry
Maltese plum
(stanbul, Adana, 45+)

(Antalya)
(stanbul)
47.4
Pear
0.2
(Adana)
(Adana)
(45+)
61.3
0.4
Red Plum
(stanbul, 45+)
66.1
6.1
1.5
(stanbul, 45-54)
72.2
3.3
(Ankara)
(stanbul)
76.3
4.8
Green grape
Lemon
83.5
14.1
Strawberry
(Ankara,Antalya, 25-34)
90.2
3.3
Cherry
Peach
97.8
57.4
(stanbul, Adana, 18-24)

(stanbul)
n=460

Potential Study
July 23, 2010
Page 143

Consumed Fresh Fruit in Winter

95.4
Orange
47.4
87.6
Mandarine
Lemon
Kiwi
Quince
Grapefruit
Pomegranate
Pear
18
47.8
(stanbul, Antalya, 45+)
1.7
47.6
(stanbul)
1.3
(stanbul, Adana)
38.9
In general
1.1
Most often
(Ankara, Adana, 45-54)
36.7
1.7
35.0
(stanbul, Ankara, Adana)
0.7
27.6
(Adana, 45+)
0.7
6.1
Coconut
6.1
Mango
58.9
4.6
Pineapple
Avocado
(stanbul)
(zmir)
78.5
(Ankara, Bursa, Females)
(stanbul, 45+)
22.2
Apple
Banana
(Antalya)
(Adana, Females)
(Adana, zmir, Females)
3.9
(Adana)
2.8
(stanbul)
n=460

Potential Study
July 23, 2010
Page 144

Consumed Fresh Fruit in Spring

Plum-green
23
Apple
23
Strawberry
15.9
15.7
1.1
Orange
9.1
8.7
7.4
0.2
Fig
0.9
Mulberry
1.1
5.4
4.1
3.0
Water-melon
2.0
(stanbul, Adana, AB)

(stanbul, Adana, 55+)
In general
(stanbul, Ankara, zmir, AB)
11.1
1.7
1.1
Mango
17.6
2.6
Peach
(stanbul, Adana)
(Adana)
(Antalya, 35-44)
(Antalya)
(stanbul, Adana)
30.4 (Antalya, 35-44)

7.4
Kiwi
Pineapple
35.2
3.5
Cherry
Quince
43.3
38.3
10.9
Lemon
Red Plum
(zmir, Antalya, Bursa, 35-44)
16.1
Banana
Pear
48.3 (zmir, Bursa, 35-44)
Most often
(zmir, Males)
(Adana)
(Adana)
(Adana)
(Bursa)
(Bursa)
(Bursa)
(Adana)
(Adana)
0.9 (Adana)
0.2

Potential Study
July 23, 2010
Page 145
n=460

Consumed Fresh Fruit in Autumn

49.6 (Adana)
Apple
27.4
37.0 (stanbul)
Banana
12.4
28.7
27.8
2.6
Melon
(stanbul, Bursa, 55+, AB)

(Antalya, stanbul, Female)
26.3 (stanbul, Male)

(Adana)
22.8
In general
(stanbul)
6.1
Most often
(stanbul, Bursa)
22.4 (Bursa, Male)

3.7
(zmir, Bursa)
16.7 (Adana, zmir, Antalya)
Orange
Red Plum
(stanbul, 55+)
(Antalya, Female, C1)
8.3
Quince
Kiwi
(zmir, 25-34)
5.7
Black grape
Mandarine
(stanbul, zmir)
8.5
Pear
Pomegranate
(45-54)
30.2
Green grape
Lemon
(Ankara)
3.9
11.7
(Bursa)
3.2
11.7
1.5
9.6
2.2
2.2
(18-24)
(zmir, Bursa, Adana, 18-24)
(stanbul)
(18-24)
(stanbul, Female)
(stanbul)
8.9 (Ankara, zmir, Adana)

(Ankara, Male)

Potential Study
July 23, 2010
Page 146
n=460

Purchase Frequency (in season)

Considering the related consumption season, orange, water-melon, apple,
mandarine and strawberry are the most frequently purchased fruits.
Fruit type
Mean per month

(times)
Fruit type
Mean per month
Orange (n=451)
4,22
Pear (n=297)
3,18
Water-melon (n=450)
4,46
Pomegranade (n=280)
3,14
Apple (n=435)
4,13
Kiwi (n=277)
2,66
Mandarine (n=418)
4,18
Lemon (n=275)
3,79
Melon (n=416)
4,09
Quince (n=251)
2,58
Cherry (n=408)
3,99
Morello (n=251)
3,14
Banana (n=399)
3,39
Fig (n=213)
3,38
Strawberry (n=391)
3,94
Red Plum (n=200)
3,38
Green Grape (n=382)
3,76
Grapefruit (n=182)
2,89
Peach (n=379)
3,89
Mulberry (n=103)
3,61
Apricot (n=347)
3,93
Blackberry (n=90)
3,12
Plum (n=343)
3,9
Maltese Plum (n=84)
3,34
Black Grape (n=322)
3,75
Pineapple (n=60)
1,78

Potential Study
July 23, 2010
Page 147

Purchase Point
45.2
Supermarket
8.5
27.6
14.1
27.0
Discount Markets
Delicatessen
(Male)
(zmir, 18-24, Male)
(stanbul, zmir)
(stanbul)
(stanbul, zmir, Adana, Bursa)
3.7
In general
Most often
(stanbul, zmir)
17.8
Greengrocery
Grocery
57.0
(Ankara)
(Ankara
34.8
Medium market
Fruit covered
market
(Antalya, Female)
22.6
Hypermarket
Street hawker
(Antalya, Female)
68.7
Open Market
5.9
5.2
(zmir, Adana, Female)
2.8
0
2.0
0
0.4
0
n=460

Potential Study
July 23, 2010
Page 148

Reasons of Preference
In medium market, open market and greengrocer the freshness perception is
higher.
30.8
Supermarket (n=104)
39.4
33.7
24
20.2
4.8
1.9
3.8
Fair price
48.7
35.9
Hypermarket (n=39)
10.3
12.8
5.1
7.7
46.2
3.1
1.5
Open market (n=208)

2.9
0.5
2.9
61.5
26.2
I can choose by myself

80
Sells imported products
10.8
Acquaintance
11.1
Greengrocery (n=27*)
55.8
49.5
51.4
27.9
29.6
0
0
Fresh
Close
41.5
38.5
Medium market
(n=65)
Many varieties
64.1
Sells local products
37
18.5
51.9
63
11.1

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July 23, 2010
Page 149

Consumption Behaviour- Consumer

Potential Study
July 23, 2010
Page 150

Consumption types of fresh fruit

99,8
As fruit
97,8
54,3
As fruit juice
(zmir, Adana, stanbul)
1,5
25,2
(zmir, Adana, Female, 35-54 age)
As jam
In general
0,4
Most often
12,8
(stanbul, zmir, Adana, Female, 45-54)
In cakes/ desserts
0
4,6
As mashed fruit
I mix them with

beverages
(zmir)
3,0
(zmir, 45-54, Male)
n=460
0,2

Potential Study
July 23, 2010
Page 151

Consumption time (of the day)
82.2
After dinner
36.3
At midafternoon
Between breakfast
and lunch
As a lunch
As a dinner
(zmir, females)
12.0
(Adana)
9.8
At lunch
8.3
6.7
As a breakfast
5.2
At breakfast
5.0
(stanbul, zmir, females)

(stanbul, 55+, females)
14.3
At dinner
(Ankara, Antalya)
(Ankara, females)
(stanbul, zmir)
(Ankara)
(Ankara, zmir, Bursa)
n=460

Potential Study
July 23, 2010
Page 152

Approach towards Import Fruit- Consumer

Potential Study
July 23, 2010
Page 153

Country of origin
Country of origin is not a major factor affecting purchase. 31% of the respondents look for
local production. Consumers in Ankara, females and people over 55 age group pay
significantly more attention to origin.
On the other hand, most outstanding reason of not preferring import fruit is that Turkish
fruits are more delicious.
Bottom 2 (not agree)
Neither agree nor disagree
I always ask the origin of

the fresh fruit before
purchase (n=460)
55.7
24.6
19.8
2.58
>Ankara, 55+,
females
I pay attention to fruits to

be produced in Turkey, I
never buy import products
(n=460)
42.2
For some of the fruits I

prefer imports (n=318)
40.9
I prefer import fruits if out

season (n=318)
Top 2 (agree & definetely agree)
Mean score
(/5)
27
30.9
2.93
>Ankara, Antalya
37.7
44.7
21.4
39
16.4
2.72
2.62
>AB SES, females,
Istanbul, Ankara

Potential Study
July 23, 2010
Page 154

Country of origin
Reasons of importance of country of origin
Reasons of not preferring import fruit

65.9
I prefer that the product to be local
42.3
Turkish fruits are more delicisious
I am against th import poducts in

general
17.6
Turkish fruit is more delicious
Import products are not natural,

contain hormone
5.5
Import fruits are not convenient for

Turkish taste
4.4
To be informed about the fruit and

to know what I buy
The taste of product depends on at

which country it is produced
29.6
I want the Turkish producer to earn
23.2
Import products are more

expensive
22.5
Import fruits are not convenient for

Turkish taste
Import products are not natural,
contain hormone
8.5
6.3
1.1
I think every product is cultivated in
my country
1.1
N=91, who looks for the country of origin

Potential Study
I dont need it
4.9
2.8
N=142, who do not buy import fruit
July 23, 2010
Page 155

Approach towards Import fruits

Import fruits are not perceived to be better than local fruits therefore not found to be higher
quality, more delicious, nutritive, worth the money paid.
Bottom 2
Neither agree nor disagree

72
Import fruits are higher quality
Mean score
(/5)
Top 2
17
11.1
2.17
2.25
Import fruits are more delicious
64.3
Import fruits are more nutritive
62.8
28.5
8.5
2.25
Import fruits are worth to the money spent
63.9
25.9
9.6
2.23
74.1
I buy import fruits no matter what their prices are

I buy import fruit because the one I prefer is not
produced in Turkey

Potential Study
22.4
42.8
July 23, 2010
13.3
21.3
21.1
35.9
Page 156
4.6
2
2.78

Import Fruit Awareness and Consumption

Considering import figures, pineapple, avocado and kiwi penetration are in parallel. On the
other hand, orange and apple recall as import fruit is very low, probably due to being
perceived as domestic.
38.9
Pineapple
14.2
(zmir)
35.4
31.5
Banana
28
Avocado
(stanbul, zmir)
65.7 (stanbul)
53.8
(stanbul, zmir, Female)
(stanbul)
59.1 (Bursa, stanbul, 45-54)

61.6 (Bursa, stanbul, AB)
(Adana, 35-44)
71.3
(Ankara, 45-54, C1)
(Ankara)
(zmir, Adana, Antalya)
50.4 (zmir, 35-44)
(zmir, 25-34)
18.7
Coconut
7.5
(zmir, Adana, Bursa)

42 (Adana, 45-54, Female)
(stanbul)
Spontaneous v(n=460)
8.7
Mango
4.4
2.6
14.6
Grapefruit
4.7

0804 (mango + avocado+ pineapple)
Kiwi
6.3
(Bursa, zmir, 45-54, Female)

74.1 (zmir, Antalya, Bursa)
0805 (total citrus)

oranges
2008
TONS
4736
38404.8
29782.7
mandarins
889.4
grapefruits
4410.4
lemons
other citrus
3136.9
187.6
0806 (table grape)
432.8
0808 (apples)
2865.9
0808 (pear)
1089.2
0809 (Cherry)
73.8
0809 (Nectarine)
14.2
0809 (Peach)
15.3
0809 (Plums)
18.1
0809 (Kiwi)
6536.7
0810 (Strawberry)
Prompted (n=460)
0813 Dried plum
Bought (n=318)
TOTAL
0
81.5
54268.3

Potential Study
July 23, 2010
Page 157

Import Fruit Purchase Occasion

No special reason/ day, Whenever we want
50,9
16,7
When we have special guests
When I get curios about what it's like
11,9
The news about import fruits on TVs or in

newspapers
9,1
During a special celebration (birthday/

anniversary/ engagement/etc.)
8,2
When somebody recommends
(Ankara)
(Bursa)
(stanbul, zmir)
(stanbul)
(stanbul, zmir)
5,7
When I learn that it is good for a disease
4,1
For my child
0,6
When I desire it
0,6
n=318

Potential Study
July 23, 2010
Page 158

Import Fruit-Country of origin

awarenees
Don't know
86,5
Brasil
Differentiating Import Fruit
I ask its origin
53,7
From the label of

product
8,7
Costa Rica
2,0
From its package
Malaysia
1,5
From its picture/ I

know the product
Chile
1,5
From its price label
27,0
11,3
10,0
7,0
n=460
Potential Study
July 23, 2010
Page 159

Dried Fruit Consumption- Consumer

Potential Study
July 23, 2010
Page 160

67% of the respondents consume dried fruit, mostly apricot and grape.
Consumed Dried Fruits
Purchase Point
Dried Apricot
84,5
Dried Grape
75,5
Dried Fig
56,8
Dried mulberry
Dried Apple
Dried Pear
44.5
Dried Fruit Seller
35.8
Hypermarket
24.8
19.0
Discount Market
15,8
Dried Plum
Supermarket
Local Market
12,9
12.6
Open Market
4,2
Delicatessen Store
2,3
11.3
7.7
n=310

Potential Study
July 23, 2010
Page 161

Import / Export preference
It doesn't matter
if it is import or
export
35%
I prefer local
products when I
buy dried fruit
65%
(Ankara)
n=310

Potential Study
July 23, 2010
Page 162

Life Style- Consumer

Potential Study
July 23, 2010
Page 163

Frequency of eating outside

Everyday
20,0
Mean (per week)

7,8
4-5 times a week
2.43
15,7
2-3 times a week
Once a week
18,0
7,0
Once in two weeks
Once in three weeks
2,6
Once a month
Less then once a

month
14,1
14,8
n=460
Potential Study
July 23, 2010
Page 164

Pleasure or health?
The most important

effect is health at my
meal and beverage
preference
52
I try to pay attention on

healthyness of what I
eat or drink but some
times I eat unhealthy
or less healthy things
for pleasure and taste
The most important

effect is pleasure and
taste at my meal and
beverage preference
40.9
7.2
(Ankara, Bursa)
(stanbul, zmir, Adana, Antalya)
(18-24, Male)
n=460

Potential Study
July 23, 2010
Page 165

Vacation Behaviour
(. times in
a year)
More than once in a year:
Once in a week:
Once in 2-3 years:
13%
62%
20%
19%
45%
33%
57.0
25.4
21.7
I go to hotels in I stay at hom e

m y country
I go to m y
sum m er
house/ tim eshare or I rent
a house
3.9
3.0
2.4
I spend m y
vacation on
boat
I travel abroad
for vacation
I go to m y
hom eland
n=460
Potential Study
July 23, 2010
Page 166

Summary

Potential Study
July 23, 2010
Page 167

TURKISH FRUIT MARKET- BASIC FIGURES

Domestic production (2008)
13.000.000 tons
Importation (2008)
340.000 tons (incl. bananas)
TOP 5 fruits produced
TOP 5 fruits imported (excl. bananas)
Grapes 3.9 million tons

Apples 2.5 million tons
Oranges 1.4 million tons
Mandarins 0.75 million tons
Apricots 0.72 million tons
Oranges 30.000 tons mostly from TRNC

Kiwi 6.500 tons mostly from Iran
Pineapples 4.450 tons mostly from Costa Rica
Grapefruits 4.400 tons mostly from TRNC
Lemons 3.100 tons mostly from TRNC

Potential Study
July 23, 2010
Page 168

FREE TRADE AGREEMENTS OF TURKEY

Coverage of Free Trade Agreement
Country
Croatia
Quota: 250 tons of apples (excl. 0808.10.90.00.11&12) with %50 discount of applied custom duty rate
Macedonia
Quota: 350 tons of apples&pears& quinces (excl. 0808.10.10., 0808.10.90.00.11 &12) with 0% custom duty rate
Morocco
Quota: 50 tons of avocado with 22% custom duty rate
Israel
Quota: 100 tons of avocado with 0% custom duty rate

100 tons of mango with 0% custom duty rate
European
Union
Quota: 1.750 tons of apples (only for wine) with 0% custom duty rate
500 tons of pears& quinces with 30% custom duty rate
1.000 tons of peaches (incl. nectarines) with 5% custom duty rate
Syria
Quota: 400 tons of grapes with 0% custom duty rate

100 tons of cherry & sour cherry with 0% custom rate duty
150 tons of peaches & nectarines with 0% custom duty rate
Egypt
Quota: 1.000 tons of mango& guava& mangos with 0% custom duty rate
200 tons of strawberry with 0% custom duty rate
Georgia
Quota: 4.000 tons of citrus (excl. 0805.50) with 0% custom duty rate
2.000 tons of apples with 0% custom duty rate
250 tons of pears &quinces with 0% custom duty rate
600 tons of apricots&cheeries&peaches&plums with 50% discount of applied custom duty rate

Potential Study
July 23, 2010
Page 169

GENERAL DYNAMICS OF FRUIT TRADE

PORTS:
In Turkey, over 80% of exports and over 90% of imports are made by the seaway .
Turkeys most important ports are Istanbul, Izmir, Antalya and Mersin ports.
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.
Istanbul ports are not preferred in terms of density by fruit importers.
Mersin Port is the most used port in vegetable-fruit foreign trade. Since the motorway linking Mersin to
Ankara and Istanbul attained highway standards, Mersin Port is preferred more by short duration of
transport.
WHOLESALE MARKETS:
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.

Potential Study
July 23, 2010
Page 170


WHOLESALE MARKETS (contd):
There are at about 180 fruit-vegetable wholesale markets in Turkey. Most of them are regional and
specialized on vegetables. The control of the fruit-vegetable wholesale markets are hold by municipalities.
Most important fruit-vegetable wholesale markets are in Istanbul (one in European side and one in Asian
side), Mersin, Antalya, Ankara, Adana, zmir and Bursa.
Most of the fruit-vegetable wholesale markets in Turkey dont have cold storage facilities.
Low educational & social profile of fruit-vegetable brokers of the wholesale markets.
COLD STORES:
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.

Potential Study
July 23, 2010
Page 171


COLD STORES (contd):
Cold warehouses are concentrated especially in the Mediterranean and the 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.
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.
IMPORTERS:
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.

Potential Study
July 23, 2010
Page 172


IMPORTERS (contd):
Orange, mandarin and lemon are mostly imported from TRNC with 0 custom and are behaved as domestic
production. All parties seller, user or consumer can not identify import/domestic differentiation in these 3 fruit
types.
Importers opinions towards fruit market are as follows:
Turkey's production scale is very large

There are a lack of promotion and advertising of imported fruits
Duty tax rates are very high (average 58,5%)
Prices are expensive and income levels / purchasing power of Turkish society is limited.
The main opportunity area is for the fruits that are not produced in Turkey in winter. However, as winter is
not long and tough in Aegean and Mediterranean regions, imported products do not stay long in market. As
soon as domestic substitutes come out, demand in import fruits decreases.

Potential Study
July 23, 2010
Page 173

RETAILERS, CAFH POINTS & END-USERS

RETAILERS:
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.
The most widely sold imported fruit is Granny Smith Apple. Granny Smith Apple is sold in 94% of
the retailers of imported fruits. Penetration rates of Kiwi is close to 80%.
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%. Granny
Smith is followed by kiwi and red apple with the sales share of 18% and 9% respectively.
Origins of imported fruits were asked to retailers. The answers reflect retailers perception of
imported fruit/ country at the same time. For all import fruits, Chile is perceived to be the
country of origin.

Potential Study
July 23, 2010
Page 174


RETAILERS (contd):
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.
The majority of retailers (70.6%) deliver the imported fruits they purchased, to their stores or
warehouses with their own vehicles.
Highest share of sales (80%) belongs to end users.
2/3 of the retailers have indicated that they pay in cash for the imported fruits they buy.
Average profit margin for domestic fruits is 30%, where it is 28% for imported fruits. Profit margins
of both domestic and imported fruits are higher in local chains, independent supermarkets and
greengrocers.

Potential Study
July 23, 2010
Page 175


RETAILERS (contd):
75% of national and local chains have cold storages for fruits and vegetables almost in every store.
Cold storage ownership rate is 35% in independent supermarkets and greengrocers.
CAFH POINTS:
About 60% of these points serve /purchase imported fruits. The rate of imported fresh fruit usage
increases to 66% in hotels, where it decreases below 50% in luxury restaurants.
Being touristic facility (47%) is the most important reason of using/ purchasing imported fruits. This
rate increases to 65% especially in hotels.
International cuisine menus of facilities is the other important reason for using/buying imported fruit.

Potential Study
July 23, 2010
Page 176


CAFH POINTS (contd):
The most consumed/purchased fruits are avocado, kiwi and Granny Smith Apple.
Granny-Smith Apple is the most purchased/ consumed imported fruit with a share of 37%. Granny
smith apple is followed by kiwi and red apple with the consumption shares of 21% and 8%.
The top 3 fruits consumption rates are in parallel with the sales share data provided from retailers.
Retailers
(sales shares)-%
CAFH points
(consumption shares)-%
Granny Smith apple
43
37
Kiwi
18
21
Red apple
Avocado
Black Grape
Orange
Imported fruits
Nectarine
Pears
Others
17
15
TOTAL
100
100

Potential Study
July 23, 2010
Page 177


CAFH POINTS (contd):
1/3 of CAFH points have a certain idea about origin of imported fruits they purchase/consume. The
rest 2/3 of them either do not know origin of imported fruits or ignore this subject.
CAFH points were asked to assume amount of imported fruits they purchase as 100 and distribute
them by usage areas. Accordingly, over half of imported fruits they purchase are offered to
consumers directly as a fresh fruit.
Cold rooms for fruits and vegetables beside refrigerator- exist in about 90% of CAFH points. This
rate is around 95% in hotels, where it decreases to nearby 75% in restaurants.
Over half of CAFH points indicate that they do the payment of imported fruits they purchase with
cash. 40% of them make payment with postdated check

Potential Study
July 23, 2010
Page 178


END USERS:
High potential in terms of fruit consumption 3 times in a week. No seasonal difference is observed
among half of the respondents, whereas majority of other half consume more in summer due to
being more varieties in market.
Among target fruit types orange, mandarin, apple, peach, grape are the mosyly preferred fruits
depending on season.
Open markets and SPM/HPM are the main purchasing points.
Country of origin is not a major factor affecting purchase. 31% of the respondents look for local
production. Import fruits are not perceived to be better than local fruits therefore not found to be
higher quality, more delicious, nutritive, worth the money paid. In addition, majority do not know the
country of origins for import fruits.
In terms of import fruits awareness and consumption, considering import figures, pineapple,
avocado and kiwi penetration are in parallel. On the other hand, orange and apple recall as import
fruit is very low, probably due to being perceived as domestic.

Potential Study
July 23, 2010
Page 179

GENERAL EVALUATION OF IMPORTED FRUITS BY TYPES

Fruits
Oranges
Mandarins
Actual Situation
Opportunities & Threats
Amount of domestic production is too high

Imports are 0 customs from TRNC
In March-April and May of 2008, 29.000 tons of
Valencia oranges were imported from TRNC
Consumers are indifferent between
domestic/import product.
Iraq orange (Navel) will be accessing to Turkish

market in February and March.
In January and February, shamuti orange will be
imported from TRNC.
There is no chance to compete with the imports from
TRNC at 0 customs.
Turkish consumers do not consume orange in summer.
Amount of domestic production is too high.

Import figures of 2008 had a significant
reduction compared to 2006 and 2007.
The import from TRNC is falling, however the import

from Russian Federation is rising. (2007: 92 tons,
2008: 190 tons)
Small amounts of products has been importing from
neighbors of Turkey, Georgia and Iran except Russian
Federation.
Imported mandarins almost has no chance in Turkish
market.
Lemons
Although there is high amount of production,

import is over 3000 tons in 2008. Most imports
were from Argentina and TRNC.
In 2008, imported enterdonat lemons from
TRNC was around 950 tons.

Potential Study
In 2008, 1500 tons of lemons were imported from

Argentina. This amount is more than the imports from
TRNC.
Small quantities of lemon is being imported from
neighbor countries (Lebanon, Syria, Egypt) to Turkey.
In 2008, around 100 tons of lemons were imported
from S.Africa.
The strongest country in imported lemon in Turkey is
Argentina.
Import of countries apart from Argentina and TRNC
to reach to the barrage of 100 tons per year will be a
major success.
July 23, 2010
Page 180


Fruits
Actual Situation
Grapefruits
Has a very low consumption in Turkish Market.

The amount of exports are greater than domestic
consumption.
Import figures significantly decreased in 2008
compared to 2007 and 2006.
In 2008, 4300 out of 4400 tons of imported grapefruits

were from TRNC.
Apart from TRNC; imports of not exceeding 20 tons took
place from Iraq, Romania and even from China and
Thailand.
The market is in a structure which will not allow high
amounts of imports from other countries apart from
TRNC.
Table grapes
Turkey is among the worlds leading grape
manufacturers and exporter countries.

Potential Study
July 23, 2010
Grape imports does not exceed 500 tons annually.

There is a 400-year-ton 0 customs import quota which
is bonded to Syria, however it seems no quotas have been
used in 2007 and 2008.
In 2008, under 200 tons of imported grapes were
imported grapes has reached the Turkish market from
Chile and S. Africa.
Almost all of the grape import were in March-April and
May. February-June period is not the period which Turkish
domestic products in market. Consequently, it is very
difficult to find market chance for imported grapes in
Turkey, except in winter.
The price of imported grapes sold in winter is an
important factor which reduces the demand.
Page 181


Fruits
Actual Situation
Apples
Turkey is an important apple manufacturer.
Production of Granny Smith apples is
increasing each year.
In 2008, Granny Smith Apple imports fell below
the 3000 tons.
Pears
Pears are also a field where Turkey is strong.
Even though amount of imports in 2008 pass
beyond 1000 tons, its not expected that this will
increase.
Cherry
Turkey is first in world at cherry production.

Potential Study
July 23, 2010
The most imports are from Chile. Chile apple is the

most known and the easiest to find imported fruit in
Turkish market.
In 2008, amount of GS apples imported from Chile
had a significant fall.
The competition chance of GS apple will decrease
each day while the domestic GS apple production
increases and price of domestic product decreases.
Chiles protecting its amount of imports to Turkey
and keeping its market presence at least at its present
position in 2009 and 2010 can be considered
successful.
In 2008, cheap Chinese pears entered to Turkish
market.
Chinas low prices are an important threat to mainly
Chile and other importer countries.
It is seen that imports has occurred especially in
March-April-May. There is no pear imports in the
period from June to December.
April and May are the months when the domestic pear
is not in the market.
In Turkish market, consumer take-off is very low for
imported pear except spring months.
In 2008, 80 tons of cherry has been imported.
60 tons of the import has been from Italy.
According to the Free Trade Agreement was signed
with Syria, 100 tons of cherry can be imported with
0 customs each year from this country.
This quota has not been used yet.
Products which entered to Turkish market in cherry
can be evaluated in the niche context.
Page 182


Fruits
Peaches &
Nectarines
Actual Situation
Turkey is an important peach & nectarine

producer. In 2008 import figures do not reach
30 tons
In 2008 almost all import is done from
Egypt
Plums
The import in 2008 is done especially in April.

January-May is a period that domestic peach do
not exist in Turkish market.
Imported peach and nectarine are bought by few
people due to high retailer prices in winter.
In import market Chile is the strongest country
with 15 tons
There is no important import potential in the near
future.
Low purchase opportunity for imported plums in
Turkish market.
The biggest competitor of Chile is S.Africa
250,000 tons of production in Turkey.

However import is only 18 tons in 2008
Kiwi
In recent years huge increases in kiwi
production in Turkey (2006: 10.836 tons,
2008: 6527 tons)
Domestic production reached to 20,000
tones.
But still the majority is from imported
products

Potential Study
Turkey imports kiwi mostly from Iran. (90%)

On the other hand, Chile has higher awareness
and distribution in market.
Iran kiwi is mostly submitted to Anatolian market.
Chile products are seen more in metropolis and
national chains.
Chile import is 6% of Iran imports
In addition the unit price of Iran kiwi is lower
than Chile unit price
Other countries do not have much competition
chance in Turkey market as domestic production
and Iran imports increases
July 23, 2010
Page 183

GENERAL EVALUATION BY IMPORTED FRUITS TYPES
Fruits
Actual Situation
Dried plum
Not a serious market in Turkey.
The biggest import in 2008 is from Uzbekistan
Even there is no information regarding the
The import figures fell to 80 tons from 199 (in
amount of dried plum production in Turkey
2006) and 80 tons (in 2007)
Mostly produced and consumed locally.
No import was done from Chile since 2006 (15
Packed and branded ones are sold in few
ton)
specialty shops
Whereas Kyrgyzstan , Iran and Chile are
Due to low domestic demand, import
exiting Turkey market, Uzbekistan, France and
figures are also very low
Germany enter

Potential Study
July 23, 2010
Page 184

Thank you

Potential Study
July 23, 2010
Page 185
Copyright
2009
The
NielsenCompany
Company
Confidential & Proprietary Copyright
2007
The
Nielsen

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Turkish Fresh Fruit Market Potential

Confidential & Proprietary Copyright 2009 The Nielsen Company

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