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Fourteen product groups are asked consumers to identify their demand of today and future. One thing to be considered when comparing two countries is the differences in the domestic markets. Therefore, saturated German market versus unsaturated Turkish market has different demands in organic food consumption but also some similarities have found. (Table 8.2)

Table 8.2: List of product choices and demands

Turkey Germany PRODUCTS

Today Future Today Future

Fresh vegetables 1*, 78%** 1*, 81%** 1*,94%** 1*, 98%**

Fresh fruits 1*, 78%** 2*,80%** 1*, 94%** 2*, 94%**

Meat and meat products 10*, 17%** 3*, 75%** 7*, 52%** 6*, 66%**

Milk and milk products 4*, 48%** 3*,75%** 2*, 78%** 3*, 84%**

Cereals 3*, %56** 5*, 70%** 4*, 68%** 3*, 84%**

Bakery products 8*, 30%** 5*, 70%** 6*, 62%** 7*, 64%**

Pulses 6*, 41%** 4*, 72%** 9*, 42%** 8*, 56%**

Baby products 12*,13%** 10*, 53%** 12*, 16%** 12, 20%**

Dried fruits and nuts 3*, 61%** 8*, 64%** 8*, 44%** 9*, 50%**

Beverages 7*, 34%** 5*, 70%** 6*, 62%** 7*, 64%**

Oil 5*, 45%** 9*, 63%** 5*, 66%** 5*, 72%**

Sugar products 9*, 27%** 6*, 67%** 10*, 38%** 10*, 44%**

Herbs and Spices 4*, 48%** 4*, 72%** 3*, 70%** 4*, 78%**

Textile products 11*,16%** 7*, 66%** 11*, 22%** 11*, 34%**

* Ranking on the list, ** Percentage of demand

Source: Own Calculations

To begin with, fresh fruits and vegetables are the most demanded products not only in Turkey but also in Germany. Future situation of these groups remains stable but a little more observed increase in fresh vegetables. However, it is surprising to see that Turkish market is also getting saturated in fresh fruits and vegetable groups as in Germany. Although these products are new in the market, it can be explained that conventional

products have satisfying effect on consumers by blocking the future demand increase. Third most demanded group for German households is the milk and milk products and will maintain its place in the future but with increasing demand. Situation for Turkey is quite different in this case and dried fruits and vegetables are consumed in the third place. Because dried products are the major output and export in Turkey, market is satiated and future demand increase is very low. On the other hand, milk and meat product groups are expecting to be in the third demanded place in the following days.

Following product groups are listed in the Table 8.2 for Germany and Turkey. While small grade variations occur in German list, Turkey has great new ordering. Therefore, some products are in Turkey has a high demand only because of availability such as dried fruits and vegetables but particularly demanded as 8th product in the following days. On the other hand, more than half of the consumers are demanding all product groups in Turkey and above 70% is willing to buy nine different sorts but are not able to buy today. Especially meat products are demanded buy third fourths of the consumers, whereas only 17% can afford to buy. In contrast Germans do not have so high meat demand, as vegetarian nutrition is more common than Turkey.

Cereals are expecting more consumers in both countries; but priority of cereal consumption is expected to decrease in Turkey, whereas an increase is observed for Germany. Bakery products demand will be more than doubled in Turkey, on the other hand Germany do not have significant demand change. Moreover, pulses have raising their popularity in both countries but especially in Turkey as they have high importance in Turkish traditional cuisine and eating habits. Further point is the beverage sector in Turkey which is expected to be doubled in the following years if there will be enough products in the market. In contrast, German organic beverage sector is matured and will not show expressive demand changes in forthcoming days.

Herbs and spices are demanded by both countries but mostly from Turkish consumers and will be in the fourth place in most demanded lists of Turkey and Germany. Organic oil products are also increasing their customers but their place on the most demanded list remains at 5 for Germany and decrease to 9 for Turkey. Although, organic oil has limited availability with only olive oil variety these small increase can be an indicator that Turkish consumers are also satisfied with conventional oil products especially

Aegean region has good quality and cheap olive production in huge quantities. Furthermore, lack of organic sugar products is problem in Turkey and will be much more demanded but not in Germany.

Turkish consumers are aware of organic cotton production in Turkey and they want to see more organic textile in the market. Today only 16% of the respondents can find but 66% of the Turkish sample willing to buy goods from organic cotton. Additionally, German consumers have increasing demand on textile but not as much as Turkish sample. Last product group on both countries is organic baby products which are depending on presence of baby in the household. As both samples were containing fewer numbers of respondents with baby results are not unpredictable. More significant issue is the increase of demand from 13% to 53% for Turkey. Half of the respondents are willing to buy organic goods for their coming baby or grandchildren.

Overall, marketer should examine the country very well before introducing a product category. Turkey can be an emerging market, but this does not mean that all product groups are expecting to be sold. Especially some sorts of goods have already saturated market like fresh and dried fruits and vegetables or conventional products are also charming. On the contrary, meat products have consumers but no producers in domestic market. Moreover, barriers such as prices, availability and variety can be a problem for Turkish consumers to buy other product categories like; herbs and spices, pulses, beverages, bakery, cereals, sugar products, textile and baby products. On the other side, Germany is a saturated market with all categories and will be difficult to introduce new product to the market. Cereals, pulses and meat products can be important goods to gain new consumers.