THE GLOBAL WINDOW OF TURKISH FOOD AND AGRICULTURE The Global Window of Turkish Food and Agriculture Sector
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Press release…
Introducing the food sector in Türkiye with firsts and adding value to the country with its presence in domestic and foreign markets, Pınar Meat continues to expand its frozen product range by focusing on an intensive innovation process in order to respond quickly to consumer demands and adapt to the dynamics of the market in recent years.
Stating that the total size of frozen bakery products, meat products and seafood products in Türkiye has reached nearly 5 billion TL today, Pınar Meat General Manager Hüseyin Demir said, “The frozen food sector has become a rapidly growing and remarkable sector in recent years. Behind this growth, there are socio-economic factors such as the increase in the participation of housewives in business life and the increase in the number of individuals living alone. We see that consumers are looking for products that can be prepared quickly when their time is limited, while at the same time seeking diversity and innovation. Dough products have the largest share in the frozen product market. Looking at the turnover, 65 percent of the market consists of dough, 29 percent meat and 6 percent seafood. Especially after the pandemic, frozen dough, meat and fish products started to be seen in 72 out of 100 houses.”
‘Our products attract great interest in the global market’
Pointing out that they continue to work for the diversification of frozen foods with healthy and natural options in line with the healthy life trends of consumers, Hüseyin Demir explained, “Our products such as the Planty Family consisting of Power Burger, Meatballs and Nuggets, which we have developed especially for the plant-based nutrition trend and Gluten-Free Pizza Base, which we have developed for the gluten-free nutrition trend, have attracted great interest and adoption at the global level. These products, which appeal to special dietary preferences, have started to take their place on the shelves in Türkiye. The frozen food sector is showing significant growth by adapting to both consumer expectations and sustainability principles. In addition, by supporting the process in technological advances, it supports the growth in the sector by preserving the quality and freshness of the products for a long time.”
‘We will focus on digitalisation and innovation’
Highlighting that they will shape their future marketing strategies by focusing on digitalisation and innovation, Hüseyin Demir added, “We will introduce our products to a wider audience through social media platforms and digital advertisements, establish stronger ties with consumers and increase interaction. We will enhance the accessibility of our products by strengthening e-commerce channels and retail collaborations. We will also develop various initiatives to raise consumer awareness with the theme of healthy living and sustainability.”
