Sector Analysis for 2015-2016
- The duration of questionnaire is 30-35 minutes
- Research method is quantitative, CAPI data gathering technique
- Interviewed people 1024.
- Conducted between November 2015- April 2016.
The target audience are the women responsible for their kitchen and the individuals who are responsible for the shopping of daily consumption products.
The age range of participants was 20-65.
The study was conducted in İstanbul, Adana, Ankara, Bursa, Erzurum, Gaziantep, İzmir, Kayseri, Van, Samsun, Edirne, Trabzon with 1024 individuals.
WHEN ASKED THE FIRST BRAND THAT COMES TO MIND IN THE RICE AND PULSE CATEGORY, REIS IS LEADER.
Product awareness (Rice)
Reis takes the first place among the brands.
First brand coming to mind: 23 %
Total spontaneous: 48 %
Total awareness: 65 %
Similar with rice category, when asked about the Brand of dry food, women have said Reis at first. Reis appears as the strongest brand in terms of identification with the category. Total awareness about Reis brand with and without help is 71 %!
*Total brand awareness 71 %
First brand coming to mind: 26 %
Total spontaneous: 47 %
Total awareness: 71 %
71 % of women consume branded pulses, 16 % consume market branded products and 14 % consume open-sold pulses.
REIS IN DRY FOOD AND PULSES CATEGORY
THE MOST KNOWN ADVERTISEMENTS IN PULSE CATEGORY IS REIS
It is seen that Reis has highest advertisement awareness under dry food/ pulse category. The advertisement awareness of Reis is very high in metropolitan cities, especially in Istanbul, Ankara and Izmir.
REIS IS THE MOST CONSUMED PULSE BRAND
Reis is the most consumed (in regular and the most common categories) pulse brand. “What pulses brand do you use regularly?” 31.3 percent of women interviewed replied "Reis” and the brand was in the first place. Again, “what pulses brand do you use most often?” was answered by 25 % of women as "Reis".
REIS IS THE MOST USED AND RECOMMENDED BRAND BY WOMEN
* Reis has the first place.
* The percent of selection as favourite of Reis's is 25%, percent of recommendation is 25%.
* 1 in every 4 women recommend Reis.
HIGH LOYALTY FOR REIS BRAND
76% of those who tried Reis brand said that they use regularly this brand and 81% of those use regularly stated that they use Reis most often.
THE MOST RELIABLE BRAND IS REIS
The most significant factors among the brand health indicators for consumers is the "reliability" of the brand. When we examine the evaluation of consumers, we see that Reis is the most reliable brand. When other image statements examined, Reis is the brand having the highest score in the market.
The features with the highest scores of Reisa are respectively:
- Tasty and Healthy
- It is a brand I can recommend
- It is a brand struggling against obesity.
- It worth the price.
- It is produced from 100 % domestic seeds.
- It is a leading brand.
- Its products are healthy and contains natural ingredients.
- Prices are affordable and economic.
- I can find the brand easily in everywhere.
- Advertisements are interesting.
- It is innovative.
- It is a brand I feel myself close to.
- It is a brand that executes social responsibility campaigns.
- It is a known brand.
- It is brand offering variety.
- The products are cooked easily.
REIS IS AGAINST OBESITY
65% of the interviewed women appreciate the “Home-made food is on the table, account is net" campaign and 7 in every 10 women appreciate the "Traditional Tastes, Healthy Generations" campaign.
THE CAMPAIGNS OF REIS ARE LIKED
65% of the interviewed women appreciate “Home-made food is on the table, account is net" campaign and 72% of them appreciate the "Traditional Tastes, Healthy Generations" campaign.
54% OF WOMEN ARE READY TO PAY A PREMIUM PRICE FOR REIS
31% of the interviewees have said that they would purchase the Reis brand regardless of price, 23% of them said that they will buy Reis branded products even if such product is more expensive than all of the other brands.
GENERAL EATING HABITS
When the general eating habits of the interviewees was asked, it was seen that eating outside or ordering is very popular..
Households have 87% of household members eating outside, 85% food from outside the home and stated that he gave the order. When considering the frequency of ordering from the outside, the average home per month we are told to eat 4 times this rate, especially young people, single women, working women in families with and without children in the home is growing.
CHILDREN'S EATING HABITS CHANGE DEPENDING ON AGE
When the mothers were asked about the feeding of children at school:
For children below 12, preparing food at house (45 %)
and for children above 12, feeding at the cafeteria (60 %) is more popular.
FOR WOMEN, A HOME-COOKED MEAL IS MORE HEALTHY, BUT MORE TROUBLESOME
Home made food is healthier for almost all of the women (98 percent), more economical (96%) and more delicious (94%) ; however, 7 of 10 women consider the home-made food more troublesome.
1 OUT OF 4 WOMEN CONSIDER THEMSELVES AS OVERWEIGHT
When we asked interviewers how they would describe obesity, 59% stated that obesity is a disease, 45% considered it as a health problem, with 41% stated that it was a problem of weight. First rank among the factors that lead to obesity is being inactive/ not doing sport (65%) is specified as, although it is observed that other factors more related to eating habits.
1 in every 4 Turkish woman define themselves as overweighted (26 %). 1 in every 3 women state that they are trying to lose weight (37 %). Women say that for losing weight, they make most...
SECTOR ANALYSES FOR PREVIOUS YEARS
2009 Sector Analysis
2004 Sector Analysis
2000 Sector Analysis