Turkish confectionery exporters target $55 billion US market with premium strategy

Sweet Türkiye sets out US market strategy

Turkish confectionery, chocolate and pastry exporters are seeking a larger share of the United States market through a strategy centered on branding, authentic flavors and premium gifting. The approach is detailed in a Market Entry Strategy Report prepared under the TURQUALITY Promotion Project for Sugar Confectionery and Pastry Products Targeting the United States, known as Sweet Türkiye.

Anadolu Agency, which reviewed the report, said the project aims to position Turkish products in the US through a sustainable, brand-led model. Rather than competing directly with large domestic manufacturers in the mass market, exporters are being encouraged to focus on categories where Turkey's culinary heritage can provide a recognizable point of difference.

A $55 billion market with substantial imports

Annual sales in the US confectionery and pastry market exceed $55 billion, making it one of the world's largest consumption centers, according to the report cited by Anadolu Agency and Sözcü. Chocolate accounts for $28.4 billion of the market, while non-chocolate confectionery represents $22.5 billion. Gum and mint-flavored products contribute another $4.1 billion.

The United States imports approximately $20 billion of products across these categories each year. That scale offers an opening for international suppliers, but the report also identifies a difficult competitive environment. Large domestic producers control about 67% of the US market, and challenging them directly would require substantial marketing budgets while exposing newcomers to significant operational barriers.

Turkey already has a sizable export base from which to pursue the opportunity. It ranks seventh worldwide in confectionery exports, with shipments worth approximately $923 million. Its global exports of chocolate products stand at $947 million, while pastry product exports reach $1.7 billion, placing Turkey among the top 15 suppliers in both segments.

Traditional products repositioned for younger consumers

The report recommends that Turkish companies concentrate on premium gifting, ethnic specialty products and authentic flavors rather than price-led mass-market competition. Turkish delight, halva and traditional products based on hazelnuts and pistachios are identified as sources of cultural differentiation. Modern packaging and hybrid formats, including chocolate-coated Turkish delight bars, could make these established products more accessible to US consumers.

Consumers aged 18-35, particularly Gen Z and Millennials, are central to the project. The report describes these groups as especially receptive to unfamiliar flavors and to discovering products through social media. Packaging designed for digital visibility, supported by content explaining the products' cultural origins, is therefore expected to play an important role in purchasing decisions.

Pilot activities are planned for New York, New Jersey, Los Angeles and Chicago, markets selected for their cultural diversity. These initial campaigns will test whether Turkish suppliers can convert an existing export capability into stronger brand recognition and higher-value sales. For producers and distributors, the strategy places the emphasis on presentation, product adaptation and targeted urban distribution rather than nationwide price competition from the outset.