The TURQUALITY (Sweet Türkiye) project, which aims to position Turkey's confectionery and pastry products in global markets, has prepared a comprehensive roadmap for the US market. The document, titled 'Market Entry Strategy Report,' explains how Turkish exporters can enter a mega market exceeding $55 billion annually.
The US confectionery and pastry market is one of the world's largest consumption centers. Chocolate accounts for $28.4 billion of the market, non-chocolate confectionery accounts for $22.5 billion, and gum and mint-flavored products account for $4.1 billion. The US's annual imports of about $20 billion offer a significant opportunity for international suppliers.
Turkey's global position
Turkey ranks 7th in the world in confectionery exports with approximately $923 million. With $947 million in chocolate products and $1.7 billion in pastry exports, it is among the top 15 countries in these categories as well.
Opportunity in niche areas
The strategy report recommends focusing on niche areas such as 'premium gifting,' 'ethnic expertise,' and 'authentic flavors' instead of directly competing with large domestic manufacturers that control about 67% of the US market. It recommends Turkish companies offer traditional tastes like Turkish delight, halva, and hazelnut and pistachio-based flavors in modern packaging and innovative formats such as chocolate-coated Turkish delight bars.
Young generations targeted
At the heart of the project are Gen Z and Millennials aged 18-35, the group most open to trying new flavors and discovering them via social media. Digital platforms and cultural storytelling are planned to reach these young consumers. Pilot implementations will be launched in major cities with high cultural diversity such as New York, New Jersey, Los Angeles, and Chicago.
