COMPETITIVE LANDSCAPE
UNMAS AS leads with Uno packaged bread
UNMAS AS was the leading company in baked goods in Turkey over 2025, primarily due to the strong performance of its flagship brand Uno. The brand gained significant traction by aligning with key consumer trends, including demand for healthier, more natural baked goods and the increasing shift toward packaged alternatives over unpackaged bread.
Simsek Biskuvi ve Gida Sanayi gains traction with affordable premium lines
Simsek Biskuvi ve Gida Sanayi AS emerged as the most dynamic company overall in Turkey’s baked goods sector in 2025, driven primarily by the strong performance of its key brands, Simsek Kek and Bien Kuvasan. Several factors contributed to this success.
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Overview:
Understand the latest market trends and future growth opportunities for the Baked Goods industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to a comprehensive range of core packaged food categories.
If you're in the Baked Goods industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Baked Goods in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Baked Goods in Turkey?
- Which are the leading brands in Baked Goods in Turkey?
- How are products distributed in Baked Goods in Turkey?
- How is the rise of e-commerce and/or the expansion of modern grocery retail impacting traditional retail?
- What are the key health and wellness concerns driving, or challenging, sales in Baked Goods?
- How significant are vegan and vegetarian dietary requirements in determining sales growth in Turkey?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
- How significant will values-based claims, such as sustainability and ethical labelling, be in supporting future growth and brand equity?
Baked Goods in Turkey - Category analysis
KEY DATA FINDINGS
Stable consumption despite rising inflationary pressures
Shrinkflation is adopted to ensure products remain affordable
Consumers rely on flat bread in packaged formats promising longer shelf life
Economic pressures will continue to shape consumer demand
Healthier lines set to evolve in the upcoming years
Sustainable attributes and practices will continue to evolve
UNMAS AS leads with Uno packaged bread
Simsek Biskuvi ve Gida Sanayi gains traction with affordable premium lines
Discounters draw in shoppers by staying responsive to economic needs
Staple Foods in Turkey - Industry Overview
Price sensitivity shapes overall category performance
KEY DATA FINDINGS
Healthy performance despite high costs of living
Consumers shift towards local products for sustainable reasons
Positive outlook for frozen and smaller formats
Changing diets reflect rising demand for plant-based and vegan options
Growth potential for artisanal products
BIM Birlesik Magazacilik takes the lead in highly fragmented category
Unifo Gida San Ve Tic AS gains traction with Tada brand
Consumers conduct more frequent shopping trips
Retail e-commerce gains traction
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Baked Goods
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- Packaged Flat Bread
- Unpackaged Flat Bread
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- Packaged Leavened Bread
- Unpackaged Leavened Bread
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- Packaged Cakes
- Unpackaged Cakes
- Dessert Mixes
- Frozen Baked Goods
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- Packaged Pastries
- Unpackaged Pastries
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- Sweet Pies and Tarts
- Frozen Cakes, Sweet Pies and Tarts
Baked Goods
This is the aggregation of bread, pastries, dessert mixes, frozen baked goods and cakes. Note: in most cases, baked goods from in-store bakeries are classified under unpackaged/artisanal. While many such offerings may be finished on-site, they are often prepared, then frozen or par-baked, at other locations. Such production models are very important for supermarket in-store bakeries, which are often used to drive traffic and fill stores with appetising aromas, but for which the labour resources required to run a full-service scratch bakery are not always available. Baked goods baked from central bakeries sold unpackaged in other outlets are classified as unpackaged/artisanal. In the specific case of in-store bakery counters (for example, in supermarkets), if baked goods are finished on-site but then packaged (for example, in a box or bag) with a barcode and price, set out in the store for sale in this packaging and sold like any other packaged food product (i.e. a customer takes the packaged item from a shelf) then this is classified as packaged. If however the baked good is finished on-site, displayed unpackaged but then placed in packaging as part of the transaction (i.e. a supermarket worker at an in-store bakery counter/a customer places it in a box/bag after it has been chosen, to allow it to be carried safely) this is still classified as unpackaged.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Baked Goods research and analysis database.
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