Alcoholic Drinks in Turkey
Euromonitor International's Alcoholic Drinks in Turkey market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 153 | Publication date: Jan 2009
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Beer; Cider/perry; RTDs/High-strength premixes; Spirits; Wine
Executive summary
Alcoholic drinks records good current value growth in 2008
Alcoholic drinks grew at slightly slower rate than the review period both in volume and value terms, as a result of the global economic recession that started to take its toll of the Turkish market towards the end of the year, as well as due to the fact that alcoholic drinks are starting to get more mature as an industry. Beer sales recorded strong total volume growth despite the fact that taxes pushed up prices. Taxes also led to increases in wine and spirit prices, therefore consumers started to move from stronger alcoholic drinks to beer, which caused a slowdown in sales growth for wine and spirits in 2008. RTDs registered very strong total volume and value growth in 2008, as these products were introduced to consumers. RTDs benefited from the consumers’ curiosity to try new products and tastes, and they were not affected as strongly by taxes due to their lower alcohol content compared to spirits.
Unregistered production starts to decline at the end of the review period
The government started to take necessary measures against unregistered production in 2007. For example, it became compulsory for companies to put special hologram labels on every bottle produced and sold to consumers from mid-2007. Moreover, the new law on tobacco and alcoholic drinks consumption in 2008 placed restrictions on the sale of unbranded and “open” drinks. These measures started to eliminate unregistered production and the cheapest products exited from the market. Companies involved in unregistered production had been able to sell untaxed products at very cheap prices and therefore make profits out of unpaid taxes. The new regulations forced the cheapest brands to withdraw at the end of the review period and the average unit price started to increase, especially for wine.
Stronger competition in wine due to price increases
The unit price increases in wine resulted in stronger competition through promotions, advertisements and higher quality products. Companies started to increase their number of new product launches in 2007 and 2008 and to promote their new offerings more, especially in the on-trade channel. Mey Icki Sanayi ve Ticaret AS launched interesting promotions and advertisements that provided a younger image to its wine products; it launched innovative advertisement campaigns using vivid images and slogans that targeted young consumers. Moreover, the company enjoyed strong expansion in the on-trade channel at the end of the review period.
Supermarkets/hypermarkets fuels growth in imported alcoholic drinks
The penetration of supermarkets/hypermarkets increased considerably in Turkey at the end of the review period. The number of outlets increased and they were located closer to people’s homes and workplaces. The shelf space allocated to alcoholic drinks expanded in 2008. This provided companies with a better marketplace for their products. This trend especially affected imported spirits, which were previously available only from a few specialist retailers. The higher number of supermarkets/hypermarkets enabled consumers to find imported products more easily and at cheaper prices due to the competition between large grocery retailers.
Demand is expected to continue to grow over the forecast period
The average unit price of alcoholic drinks is expected to decline. This is because of products that had until recently selective distribution becoming more mainstream, hence becoming cheaper as well. This will be the case for premium lager, dark beer, Sparkling wine. As a result over the following year, growth will continue being high, although in most cases slower than the review period average.
Table of contents
ALCOHOLIC DRINKS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Alcoholic drinks records good current value growth in 2008
Unregistered production starts to decline at the end of the review period
Stronger competition in wine due to price increases
Supermarkets/hypermarkets fuels growth in imported alcoholic drinks
Demand is expected to continue to grow over the forecast period
KEY TRENDS AND DEVELOPMENTS
New law on tobacco and alcoholic drinks changes consumer habits
Young adults and urbanisation grow the demand for alcoholic drinks
The on-trade penetration of alcoholic drinks grows
Companies focus on the premium segment
Specialist Retailers
Summary 1 Leading Specialist Retailers 2007
Market Merger and Acquisition Activity
Summary 2 Speculated Merger and Acquisition Activity 2007-2008
MARKET BACKGROUND
Legislation
Taxation and Duty Levies
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2008
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2008
Table 3 Selling Margin of a Typical Beer Brand 2008-Efes Pilsen
Table 4 Selling Margin of a Typical Wine Brand 2008- Kavaklidere Yakut
Table 5 Selling Margin of a Typical Spirits Brand 2008- Jack Daniels
OPERATING ENVIRONMENT
Contraband/Parallel Trade
Duty free
Cross-border/Private imports
MARKET INDICATORS
Table 6 Retail Consumer Expenditure on Alcoholic Drinks 2003-2008
MARKET DATA
Table 7 Sales of Alcoholic Drinks by Sector: Total Volume 2003-2008
Table 8 Sales of Alcoholic Drinks by Sector: Total Value 2003-2008
Table 9 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2003-2008
Table 10 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2003-2008
Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Volume 2008
Table 12 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: Value 2008
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Volume 2008
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade Split: % Value 2008
Table 15 Company Shares of Alcoholic Drinks by Global Brand Owner 2004-2007
Table 16 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2008
Table 17 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2008
Table 18 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2008-2013
Table 19 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2008-2013
Table 20 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2008-2013
Table 21 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2008-2013
DEFINITIONS
Summary 3 Research Sources
LOCAL COMPANY PROFILES - TURKEY
BURGAZ ALKOLLü IçKILER SANAYII VE TICARETI AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Burgaz Alkollü Içkiler Sanayii ve Ticareti AS: Key Facts
Summary 5 Burgaz Alkollü Içkiler Sanayii ve Ticareti AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Burgaz Alkollü Içkiler Sanayii ve Ticareti AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 7 Burgaz Alkollü Içkiler Sanayii ve Ticareti AS: Competitive Position 2007
EFE ALKOLLü IçKILER AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Efe Alkollü Içkiler AS: Key Facts
Summary 9 Efe Alkollü Içkiler AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Efe Alkollü Içkiler AS: Competitive Position 2007
EFES PILSEN AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Efes Pilsen AS: Key Facts
Summary 12 Efes Pilsen AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 13 Efes Pilsen AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Efes Pilsen AS: Competitive Position 2007
KAVAKLIDERE SARAPLARI AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Kavaklidere Saraplari AS: Key Facts
Summary 16 Kavaklidere Saraplari AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 17 Kavaklidere Saraplari AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 18 Kavaklidere Saraplari AS: Competitive Position 2007
MEY ICKI SANAYI VE TICARET AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 19 Mey Icki Sanayi ve Ticaret AS: Key Facts
Summary 20 Mey Icki Sanayi ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 21 Mey Icki Sanayi ve Ticaret AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 22 Mey Icki Sanayi ve Ticaret AS: Competitive Position 2007
TüRK TUBORG BIRA VE MALT SANAYII AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 23 Türk Tuborg Bira ve Malt Sanayii AS: Key Facts
Summary 24 Türk Tuborg Bira ve Malt Sanayii AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 25 Türk Tuborg Bira ve Malt Sanayii AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 26 Türk Tuborg Bira ve Malt Sanayii AS: Competitive Position 2007
BEER IN TURKEY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager price band methodology
Summary 27 Lager by Price Band 2008
Published data comparisons
SECTOR DATA
Table 22 Sales of Beer by Subsector: Total Volume 2003-2008
Table 23 Sales of Beer by Subsector: Total Value 2003-2008
Table 24 Sales of Beer by Subsector: % Total Volume Growth 2003-2008
Table 25 Sales of Beer by Subsector: % Total Value Growth 2003-2008
Table 26 Sales of Beer by On-trade vs Off-trade Split: Volume 2003-2008
Table 27 Sales of Beer by On-trade vs Off-trade Split: Value 2003-2008
Table 28 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 29 Sales of Beer by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 30 Beer: Production, Imports and Exports: Total Volume 2002-2007
Table 31 Beer Exports by Country of Destination: Total Volume 2002-2007
Table 32 Beer Exports by Country of Destination: Total Value 2002-2007
Table 33 Beer Imports by Country of Origin: Total Volume 2002-2007
Table 34 Beer Imports by Country of Origin: Total Value 2002-2007
Table 35 Company Shares of Beer by National Brand Owner 2003-2007
Table 36 Company Shares of Beer by Global Brand Owner 2003-2007
Table 37 Brand Shares of Beer 2004-2007
Table 38 Forecast Sales of Beer by Subsector: Total Volume 2008-2013
Table 39 Forecast Sales of Beer by Subsector: Total Value 2008-2013
Table 40 Forecast Sales of Beer by Subsector: % Total Volume Growth 2008-2013
Table 41 Forecast Sales of Beer by Subsector: % Total Value Growth 2008-2013
CIDER/PERRY IN TURKEY
RTDS/HIGH-STRENGTH PREMIXES IN TURKEY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 42 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2003-2008
Table 43 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2003-2008
Table 44 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2003-2008
Table 45 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2003-2008
Table 46 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2003-2008
Table 47 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2003-2008
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2003-2008
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2003-2008
Table 50 Company Shares of RTDS/High-strength Premixes by Global Brand Owner 2003-2007
Table 51 Company Shares of RTDS/High-strength Premixes by National Brand Owner 2003-2007
Table 52 Brand Shares of RTDS/High-strength Premixes 2004-2007
Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2008-2013
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2008-2013
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2008-2013
Table 56 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2008-2013
WINE IN TURKEY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
Published data comparisons
SECTOR DATA
Table 57 Sales of Wine by Subsector: Total Volume 2003-2008
Table 58 Sales of Wine by Subsector: Total Value 2003-2008
Table 59 Sales of Wine by Subsector: % Total Volume Growth 2003-2008
Table 60 Sales of Wine by Subsector: % Total Value Growth 2003-2008
Table 61 Sales of Wine by On-trade vs Off-trade Split: Volume 2003-2008
Table 62 Sales of Wine by On-trade vs Off-trade Split: Value 2003-2008
Table 63 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 64 Sales of Wine by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 65 Volume Sales of Still Red Wine by Price Segment 2003-2008
Table 66 Volume Sales of Still White Wine by Price Segment 2003-2008
Table 67 Volume Sales of Still Rosé Wine by Price Segment 2003-2008
Table 68 Volume Sales of Other Sparkling Wine by Price Segment 2003-2008
Table 69 Sales of Still Red Wine by Grape/Varietal Type 2003-2008
Table 70 Sales of Still White Wine by Grape/Varietal Type 2003-2008
Table 71 Sales of Still Rosé Wine by Grape/Varietal Type 2003-2008
Table 72 Sales of Still Red Wine by Quality Classification 2003-2008
Table 73 Sales of Still White Wine by Quality Classification 2003-2008
Table 74 Sales of Still Rosé Wine by Quality Classification 2003-2008
Table 75 Wine Production, Imports and Exports: Total Volume 2002-2007
Table 76 Wine Exports by Country of Destination: Total Volume 2002-2007
Table 77 Wine Exports by Country of Destination: Total Value 2002-2007
Table 78 Wine Imports by Country of Origin: Total Volume 2002-2007
Table 79 Wine Imports by Country of Origin: Total Value 2002-2007
Table 80 Company Shares of Still Light Grape Wine by National Brand Owner 2003-2007
Table 81 Company Shares of Still Light Grape Wine by Global Brand Owner 2003-2007
Table 82 Brand Shares of Still Light Grape Wine 2004-2007
Table 83 Company Shares of Champagne by National Brand Owner 2004-2007
Table 84 Company Shares of Champagne by Global Brand Owner 2004-2007
Table 85 Brand Shares of Champagne 2004-2007
Table 86 Company Shares of Other Sparkling Wine by National Brand Owner 2003-2007
Table 87 Company Shares of Other Sparkling Wine by Global Brand Owner 2003-2007
Table 88 Brand Shares of Other Sparkling Wine 2004-2007
Table 89 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2004-2007
Table 90 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2004-2007
Table 91 Brand Shares of Fortified Wine and Vermouth 2004-2007
Table 92 Forecast Sales of Wine by Subsector: Total Volume 2008-2013
Table 93 Forecast Sales of Wine by Subsector: Total Value 2008-2013
Table 94 Forecast Sales of Wine by Subsector: % Total Volume Growth 2008-2013
Table 95 Forecast Sales of Wine by Subsector: % Total Value Growth 2008-2013
SPIRITS IN TURKEY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published data comparisons
SECTOR DATA
Table 96 Sales of Spirits by Subsector: Total Volume 2003-2008
Table 97 Sales of Spirits by Subsector: Total Value 2003-2008
Table 98 Sales of Spirits by Subsector: % Total Volume Growth 2003-2008
Table 99 Sales of Spirits by Subsector: % Total Value Growth 2003-2008
Table 100 Sales of Spirits by On-trade vs Off-trade Split: Volume 2003-2008
Table 101 Sales of Spirits by On-trade vs Off-trade Split: Value 2003-2008
Table 102 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth 2003-2008
Table 103 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth 2003-2008
Table 104 Sales of Other Blended Scotch Whisky by Premium/Super-premium Split 2003-2008
Table 105 Sales of Gin by Premium/Super-premium Split 2003-2008
Table 106 Sales of Vodka by Premium/Super-premium Split 2003-2008
Table 107 Sales of Flavoured vs Non-flavoured Vodka 2003-2008
Table 108 Spirits Production, Imports and Exports: Total Volume 2002-2007
Table 109 Spirits Exports by Country of Destination: Total Volume 2002-2007
Table 110 Spirits Exports by Country of Destination: Total Value 2002-2007
Table 111 Spirits Imports by Country of Origin: Total Volume 2002-2007
Table 112 Spirits Imports by Country of Origin: Total Value 2002-2007
Table 113 Whisk(e)y Production, Imports and Exports: Total Volume 2002-2007
Table 114 Brandy & Cognac Production, Imports and Exports: Total Volume 2002-2007
Table 115 Vodka Production, Imports and Exports: Total Volume 2002-2007
Table 116 Gin Production, Imports and Exports: Total Volume 2002-2007
Table 117 Rum Production, Imports and Exports: Total Volume 2002-2007
Table 118 Tequila Production, Imports and Exports: Total Volume 2002-2007
Table 119 Liqueurs Production: Total Volume 2002-2007
Table 120 Company Shares of Spirits by National Brand Owner 2003-2007
Table 121 Company Shares of Spirits by Global Brand Owner 2003-2007
Table 122 Brand Shares of Spirits 2004-2007
Table 123 Forecast Sales of Spirits by Subsector: Total Volume 2008-2013
Table 124 Forecast Sales of Spirits by Subsector: Total Value 2008-2013
Table 125 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2008-2013
Table 126 Forecast Sales of Spirits by Subsector: % Total Value Growth 2008-2013