Within the scope of the TURQUALITY Promotion Project (Sweet Türkiye), which aims to bring Turkey's confectionery and pastry products to global markets, a key strategy document for the US market has been prepared. The \"Market Entry Strategy Report\" offers a roadmap for Turkish exporters.
Giant $55 billion market
The US confectionery and pastry market, with annual sales exceeding $55 billion, is one of the world's largest consumption centers. Chocolate accounts for $28.4 billion, non-chocolate confectionery for $22.5 billion, and gum and mint-flavored products for $4.1 billion of the market. The US's annual imports of around $20 billion offer significant opportunities for international suppliers.
Turkey ranks 7th globally in confectionery exports with approximately $923 million, while it is among the top 15 in chocolate product exports at $947 million and pastry product exports at $1.7 billion.
Focus on niche areas
The report recommends focusing on niche areas such as \"premium gifting\", \"ethnic expertise\" and \"authentic flavors\", rather than directly competing with giant domestic producers that control about 67 percent of the US market. It advises Turkish firms to present traditional flavors like Turkish delight, halva, hazelnut and pistachio-based treats in modern packaging and innovative formats such as chocolate-coated Turkish delight bars.
Targeting young consumers
At the center of the project are Gen Z and Millennials aged 18-35, the groups most inclined to try new tastes and discover them through social media. The plan is to influence young consumers through digital platforms and cultural storytelling. Pilot implementations will be launched in major cities with high cultural diversity, such as New York, New Jersey, Los Angeles and Chicago.
