The convenience of ordering food online has dramatically changed the way people dine in Turkey.
Customer preferences: Turkish consumers have embraced the concept of food delivery, with the younger generation leading the trend. They prefer to order food online as it saves time and effort, and they can easily compare prices and menus. The most popular cuisine for delivery is Turkish food, followed by Italian and Chinese. Consumers also appreciate the convenience of being able to track their order and pay online.
Trends in the market: The restaurant delivery market in Turkey has been growing rapidly in recent years. The COVID-19 pandemic has accelerated this trend as people were forced to stay at home and restaurants were closed. As a result, more restaurants have started offering delivery services to stay competitive. In addition, food delivery platforms have become more popular, with new players entering the market. The competition among these platforms has led to lower delivery fees and faster delivery times, making it even more attractive for consumers to order online.
Local special circumstances: One of the unique characteristics of the Turkish market is the popularity of street food. Vendors selling traditional Turkish snacks such as simit, roasted chestnuts, and stuffed mussels can be found on almost every street corner. While these vendors do not offer delivery services, they do compete with restaurants for customers who are looking for a quick and cheap meal. Another factor that influences the market is the Turkish culture of hospitality. Sharing food with friends and family is an important part of Turkish culture, and many restaurants offer large portions suitable for sharing.
Underlying macroeconomic factors: The Turkish economy has been growing steadily in recent years, leading to an increase in disposable income. This has allowed consumers to spend more on dining out and ordering food online. In addition, the country's young population is tech-savvy and comfortable with using smartphones and mobile apps. This has made it easier for food delivery platforms to enter the market and gain traction. However, the Turkish lira has been volatile in recent years, which has led to inflation and higher prices for imported goods. This could potentially affect the price and availability of certain foods, which could impact the restaurant delivery market in the future.
Data coverage:
The data encompasses B2C enterprises. Figures are based on Gross Merchandise Value (GMV) and represent what consumers pay for these products and services. The user metrics show the number of customers who have made at least one online purchase within the past 12 months.Modeling approach / Market size:
Market sizes are determined through a bottom-up approach, building on predefined factors for each market. As a basis for evaluating markets, we use annual financial reports of the market-leading companies, third-party studies and reports, as well as survey results from our primary research (e.g., the Statista Global Consumer Survey). In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, GDP per capita, and internet connection speed. This data helps us estimate the market size for each country individually.Forecasts:
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function and exponential trend smoothing. The main drivers are internet users, urban population, usage of key players, and attitudes toward online services.Additional notes:
The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. GCS data is reweighted for representativeness.
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