Bitkisel Bazlı İçeceklerin Etiketlemesi ve Ürün Sunumu: Mevzuat Uyumu ve Beslenme Odaklı Pazarlama Stratejilerine Yönelik Bir Piyasa Taraması

Yıl 2025, Cilt: 1 Sayı: 3, 162 - 173, 25.09.2025

Mehmet Haydaroglu

Öz

Amaç: Bu çalışmanın amacı, Türkiye’de zincir marketlerin çevrimiçi satış platformlarında yer alan bitkisel bazlı içeceklerin, hayvansal kaynaklı ürün adlarının kullanımına yönelik yasal kısıtlamalar çerçevesinde etiketleme uygulamalarını mevzuata uygunluk açısından değerlendirmek ve ürünlerde kullanılan beslenme beyanlarının örüntüsünü incelemektir.
Gereç ve Yöntem: Çalışma, tanımlayıcı nitelikte kesitsel bir piyasa tarama araştırmasıdır. Türkiye’de faaliyet gösteren iki süpermarket zinciri (n₁=3344, n₂=699) ve iki indirim market zincirinin (n₃=13000, n₄=10725) çevrimiçi satış platformlarındaki süt kategorileri incelenmiştir. Dahil edilme kriterleri bitkisel kaynaklı olması ve yeterli bilgi sunulmasıdır. Hayvansal bazlı olanlar ve etiket bilgisi yetersiz olanlar dışlanmıştır.
Bulgular: Süt kategorilerinde toplam 303 ürün (n₁=145, n₂=115, n₃=17, n₄=26) incelenmiş, 48 tanesinin bitkisel bazlı içecek olduğu saptanmıştır (n₁=36, n₂=12, n₃=0, n₄=0). Değerlendirilen 42 üründe (n=6, bilgi eksik) hiçbirinde ambalaj üzerinde “süt” terimine yer verilmemiştir. Ancak %47.6’sında (n=20) marka ismi veya etiket bilgilerinde “milk” ifadesi, %11.9’unda (n=5) marketin ürün başlığında “süt” ifadesi saptanmıştır. Duplikasyonlarda (n=10) sonra kalan 32 ürünün %100’ünde vegan ve laktozsuz, %84,4’ünde (n=27) glutensiz, %50’sinde (n=16) şeker ilavesiz, %15,6’sında (n=5) düşük yağ, %12,5’inde (n=4) düşük şekerli ibaresi mevcuttur. En sık bildirilen besin ögesi beyanları kalsiyum (%62.5, n=20) ve B12 vitamini (%31.3, n=10) olmuştur.
Sonuç: Tüm bitkisel bazlı içecekler ambalajlarında “süt” teriminin kullanımına ilişkin yasal düzenlemelere uyum sağlasa da alternatif terim kullanılması veya süt kategorisinde yer alması hâlâ tüketicileri yanıltma potansiyeli taşımaktadır. Ürünlerdeki beslenme beyanları bu içeceklerin sağlık odaklı daha geniş bir tüketici kitlesini hedeflediğini ortaya koymakta olup ayrı bir kimlik kazanma potansiyeli mevcuttur.

Anahtar Kelimeler

bitkisel bazlı içecek , etiketleme , pazarlama , mevzuat , beslenme beyanı

Labelling and Product Presentation of Plant-Based Beverages: A Market Survey on Regulatory Compliance and Nutrition-Focused Marketing Strategies

Öz

Aim: This study aimed to evaluate the labeling practices of plant-based beverages available on online platforms of chain markets in Türkiye in the context of legal restrictions regarding the use of animal-derived product names, and to examine the pattern of nutrition claims on these products.
Materials and Methods:
This descriptive cross-sectional study was conducted by screening the milk categories on the online platforms of two supermarket chains (n₁=3344, n₂=699) and two discount market chains (n₃=13000, n₄=10725) operating in Türkiye. Products were included if they were plant-based and provided sufficient information. Animal-based beverages and those lacking label data were excluded.
Results: A total of 303 products were screened in the milk categories (n₁=145, n₂=115, n₃=17, n₄=26), of which 48 were identified as plant-based beverages (n₁=36, n₂=12, n₃=0, n₄=0). Among the 42 eligible products (n=6 missing data), none displayed the Turkish term “süt” (milk) on the packaging. However, the English word “milk” appeared in brand or label content in 47.6% (n=20), and “süt” in product titles in 11.9% (n=5). After removing duplicates (n=10), all of the remaining 32 products (100%) were labeled as vegan and lactose-free; 84.4% (n=27) were gluten-free, 50% (n=16) had no added sugar, 15.6% (n=5) were labeled as low-fat, and 12.5% (n=4) as low-sugar. The most frequently reported nutrition claims were calcium (62.5%, n=20) and vitamin B12 (31.3%, n=10).
Conclusion: While all plant-based beverages complied with legal restrictions on using the term 'süt' on packaging, the presence of 'milk' in brand names, product descriptions, or online sales categories may still carry the potential to mislead consumers. Nutrition claims suggest these products target a broader, health-conscious audience and may contribute to establishing a distinct product identity.

Anahtar Kelimeler

plant-based beverage , labeling , marketing , regulation , nutrition claim

Kaynakça

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