NEWS

Ülker completed its preparations to meet the demand for chocolate and confectionery during the Ramadan Feast, stocking shelves with its 47 different varieties. Ülker, which has been an indispensable part of holiday visits for years, continues to dominate the souvenir and complimentary chocolate market with a 33% market share.

Ülker’s Marketing Regional Leader Aslı Özen Turhan stated that nearly 556 million Ülker Eid chocolates were eaten in 2018, which is approximately 7 times the population of Türkiye: "In 2018, the total Eid chocolate market reached TL 360 million, with candies reaching TL 411 million. Holidays are important periods for us as well as for consumers. Our units work responsibly, especially our production, marketing, and sales organization teams, but we also provide additional employment to 6,500 people for promotional activities in grocery stores." 

Stating that Ülker maintained its undisputed leadership in 2018 with a 33% market share in the souvenir and gift chocolate, Turhan said:

"Considering the consumption trend of the last 10 years, we observe that the sales of gift chocolate has doubled. This rising trend applies to the souvenir chocolate market as well, which grew 22% in 2018. Ülker grew above the market level and became the biggest contributor to this growth. Since the first day we started producing chocolate, the importance we attach to integration in production, high quality standards, and consumer-oriented innovation and communication have been the foundations of our expertise and sustainable leadership. We are the largest brand in Türkiye, dominating the entire integrated production process from cocoa beans to packaging. Our consumers love our Ülker Ece and Ülker Çikolatin chocolates, and Ülker Toffee Gum Mastic Flavor and Ülker Lokumcuk in confectionery. We continue to offer products with the same excitement, care, quality, and taste every holiday, earning our customers’ interest and trust.

Noting that during Ramadan and Eid Al-Adha, candy is consumed at almost 6 times its normal rate in Türkiye, Turhan said regionally, Eastern and Southeastern Anatolia consume the most at 40%, followed by Central Anatolia and the Marmara Region at 19%. Regarding chocolate preferences, Turhan said: "Packaged chocolates are preferred for gifts during Eid visits, and bulk chocolate is consumed at home. Everyone loves chocolate with hazelnut and fillings. If we look at consumption by region, Marmara takes first place with 32%. Central Anatolia has 25%, and Eastern and Southeastern Anatolia have 15%."

Candy should be stored below 30 degrees, chocolate should be stored between 18-22 degrees

Turhan gave the following information about the points that consumers should pay attention to while buying chocolate and confectionery and storing them:

“The production methods used for chocolate and candies are very important, and when it comes to how the products taste, storage conditions become just as important. Candies must be stored below 30 degrees Celsius, at room conditions, in a cool place without sunlight. Packaging is another important element for preserving the taste and eating experience. The packaging must completely wrap and seal the product, preventing exposure to air and light. The surface of the chocolate must be shiny and smooth, and it must melt easily in the mouth. The cacao butter in chocolate has a very special and delicate crystal structure, so it should be kept in a cool environment between 18 - 22 C. Chocolate should not be kept in the refrigerator.”