Bridging the ‘traditional’ and the new: changing tastes and the new high-end market of Turkish delight

Abstract

This thesis examines changing consumer preferences and market dynamics regarding the 'traditional' Turkish delight in the late 2010s. It demonstrates the emergence of a new generation of Turkish delight that maintains its 'traditional' attributes while incorporating global consumer trends. I analyze the transformation of the Turkish delight market by dividing it into historically significant periods. This study considers the historical and socio-economic factors that have shaped the Turkish delight market since its origins in the Ottoman Palace. Initially produced and consumed only within the Ottoman period, Turkish delight became publicly available with the Hacı Bekir brand after the 18th century. In the late 2010s, the new generation of Turkish delight became a preferred product for consumers aiming to combine tradition with global consumption trends. New generation Turkish delight consumers value natural and distinguished ingredients while respecting a cultural heritage and traditions. This research delves deep into the preferences of the new generation consumers for a relatively expensive new generation Turkish delight and examines the emerging niche market. Through qualitative research methods, the thesis involved interviews with 10 consumers of the new generation of Turkish delight. Three key themes account for Turkish delight's changing preferences and tastes: global health concerns, appreciation of heritage, and evolving global taste regimes. These dimensions shape Turkish consumers' choices and serve as a bridge between tradition and innovation. The concluding section discusses the contributions of the study while also acknowledging its limitations. Lastly, recommendations are provided for future research endeavors.