Carte d’Or enters Turkey's powder dessert mixes market

Carte d’Or, a Unilever brand active in the Turkish ice cream market, is now entering the domestic market for dessert powder mixes, eyeing a 10 percent market share, the company’s board member for food marketing in Turkey has said.
Turkey ranks eighth in the powder desserts market in Europe, Mustafa Seçkin told journalists at a meeting to launch the brand’s new field of activity.
“The growth potential of the Turkish market is close to Belgium and the Netherlands, ranking sixth and seventh respectively,” he said.
According to data by Nielsen research company, cake mixes constitute 8 percent of the market, with an annual volume of 177 million Turkish Liras. “The rest is dessert mixes,” Seçkin said.
According Seçkin, Turkish people consume 21 tons of desserts from mixes every year.
The company’s strategy is to promote goods that are not generally cooked at home, he said, adding that Unilever plans to launch several traditional desserts soon.
The dessert mixes category in Turkey grows by approximately 11 percent every year, Seçkin said. “We aim to increase this figure to 20 percent.”