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.
Get immediate access to strategic market analysis when you buy reports online
Tables: 140 | Publication date: Jan 2008
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
Unregistered production negatively affected sales
Unregistered production of alcoholic drinks is relatively high in Turkey. According to industry experts, 60% of wine production was unregistered at the end of the review period. Such an unregulated market environment results in difficulties for both producers and retailers. Even if alcoholic drinks recorded high and considerable value and volume growth in 2007, this is unlikely to be reflected in official consumption figures due to unregistered production. Sales targets of companies active in the alcoholic drinks market cannot be met or correctly calculated due to unregistered production.
High taxes adversely impact value growth
High import and sales taxes led to companies increasing prices. High prices slowed consumption and pushed consumers away from off-trade purchases and on-trade outlets, and towards unregistered, and consequently untaxed, alternatives. Also, high importation taxes resulted in imported drinks becoming unappealing to consumers because they are more expensive than domestic products. The Turkish Government is not expected to reduce tax rates over the forecast period, although the governing party – AKP – is known for its conservative stance, and might not address the issue as a matter of urgency.
Increased competition in alcoholic drinks environment
Increased competition occurs between large players and smaller companies aiming to gain share. At the end of the review period competition was fuelled by rising demand, especially in on-trade establishments. An increased number of consumer foodservice outlets and the greater tourism potential of Turkey opened the market for competition. Large companies like Mey and Efes faced competition from smaller companies such as Elda Company with Efe brand and Burgaz Company with Burgaz brand that had small shares. Especially in the aniseed-flavoured spirits, Mey and Efe entered into competition with several promotional tools, such as gift promotions, discounts, free desks, points to be used to obtain extra products, and also drink-tasting days and festivals. In on-trade, gifts to establishments were particularly important, mainly in the form of free glasses, furniture or decorations.
Increased supermarket and hypermarket penetration boosts off-trade sales
Demand for supermarkets and hypermarkets increased considerably in Turkey at the end of the review period. The number of retail outlets increased, and more people started to visit supermarkets and hypermarkets. Shelves for alcoholic drinks diversified and widened in 2007. An increasing number of companies entered the environment with many brands. New aniseed-flavoured spirit brands launched late in the review period, new beer types and brands and also new wine brands, especially from Mey Company, took strong places on supermarket and hypermarket shelves. These outlets also became important for promotions, advertising and presentation for new brands. Moreover, imported spirits were more readily available in supermarkets and hypermarkets than in specialist outlets.
Consumption is expected to increase over the forecast period
Precautions against unregistered alcoholic drinks’ production are expected to be increased by the government over the forecast period, which will mean higher sales of registered products. Demand for higher quality and registered products is particularly likely to increase in on-trade outlets. Closer relations with the EU are expected to influence the Turkish Government to reduce taxes on imported products. Moreover, good economic conditions are expected motivate companies to raise investment in new products. Imported products are predicted to bring particular dynamism to the alcoholic drinks market in coming years.
Table of contents
ALCOHOLIC DRINKS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Unregistered production negatively affected sales
High taxes adversely impact value growth
Increased competition in alcoholic drinks environment
Increased supermarket and hypermarket penetration boosts off-trade sales
Consumption is expected to increase over the forecast period
KEY TRENDS AND DEVELOPMENTS
Total recovery of the Turkish economy opened the way for investment
Domestic companies increase presence
Better summer tourist season positively impacts sales
Growing number of young consumers and students increase sales of beer
Increased consumer foodservice sales positively affected the demand
Specialist retailers
Summary 1 Leading Specialist Retailers 2006
Market Merger and Acquisition Activity
MARKET BACKGROUND
Legislation
TAXATION AND DUTY LEVIES
Table 1 Taxation and Duty Levies on Alcoholic Drinks 2007
Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected Sectors 2007
Table 3 Selling Margin of a Typical Domestically Produced Beer Brand 2007
Table 4 Selling Margin of a Typical Domestically Produced Wine Brand 2007
Table 5 Selling Margin of a Typical Imported Wine Brand 2007
Table 6 Selling Margin of a Typical Domestically Produced Spirits Brand 2007
Table 7 Selling Margin of a Typical Imported Spirits Brand 2007
OPERATING ENVIRONMENT
MARKET INDICATORS
Table 8 Retail Consumer Expenditure on Alcoholic Drinks 2002-2007
MARKET DATA
Table 9 Sales of Alcoholic Drinks by Sector: Total Volume 2002-2007
Table 10 Sales of Alcoholic Drinks by Sector: Total Value 2002-2007
Table 11 Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2002-2007
Table 12 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2002-2007
Table 13 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Volume 2007
Table 14 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: Value 2007
Table 15 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Volume 2007
Table 16 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade split: % Value 2007
Table 17 Company Shares of Alcoholic Drinks by Global Brand Owner 2003-2006
Table 18 Off-trade Sales of Alcoholic Drinks by Distribution Format: % Value Analysis 2007
Table 19 Off-trade Sales of Alcoholic Drinks by Sector and Distribution Format: % Volume Analysis 2007
Table 20 Forecast Sales of Alcoholic Drinks by Sector: Total Volume 2007-2012
Table 21 Forecast Sales of Alcoholic Drinks by Sector: Total Value 2007-2012
Table 22 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume Growth 2007-2012
Table 23 Forecast Sales of Alcoholic Drinks by Sector: % Total Value Growth 2007-2012
DEFINITIONS
Sources
Summary 2 Research Sources
LOCAL COMPANY PROFILES - TURKEY
BURGAZ ALKOLLü IçKILER SANAYII VE TICARETI AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Burgaz Alkollü Içkiler San Tic As: Key Facts
Summary 4 Burgaz Alkollü Içkiler San Tic As: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 5 Burgaz Alkollü Içkiler San Tic As: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 6 Burgaz Alkollü Içkiler San Tic As: Competitive Position 2006
EFE ALKOLLü IçKILER AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Efe Alkollü Içkiler AS : Key Facts
Summary 8 Efe Alkollü Içkiler AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Efe Alkollü Içkiler AS: Competitive Position 2006
EFES PILSEN AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Efes Pilsen AS: Key Facts
Summary 11 Efes Pilsen AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Efes Pilsen AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 13 Efes Pilsen AS: Competitive Position 2006
KAVAKLIDERE SARAPLARI AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Kavaklidere Saraplari AS: Key Facts
Summary 15 Kavaklidere Saraplari AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Kavaklidere Saraplari AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 17 Kavaklidere Saraplari AS: Competitive Position 2006
MEY ICKI SANAYI VE TICARET AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 18 Mey Icki Sanayi ve Ticaret AS: Key Facts
Summary 19 Mey Icki Sanayi ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 Mey Icki Sanayi ve Ticaret AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 21 Mey Icki Sanayi ve Ticaret AS: Competitive Position 2006
TüRK TUBORG BIRA VE MALT SANAYII AS - ALCOHOLIC DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 22 Türk Tuborg Bira ve Malt Sanayi AS: Key Facts
Summary 23 Türk Tuborg Bira ve Malt Sanayi AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 24 Türk Tuborg Bira ve Malt Sanayi AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 25 Türk Tuborg Bira ve Malt Sanayi AS: Competitive Position 2006
BEER IN TURKEY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Lager Price Band Methodology
Summary 26 Lager by Price Band 2007
Published Data Comparisons
SECTOR DATA
Table 24 Sales of Beer by Subsector: Total Volume 2002-2007
Table 25 Sales of Beer by Subsector: Total Value 2002-2007
Table 26 Sales of Beer by Subsector: % Total Volume Growth 2002-2007
Table 27 Sales of Beer by Subsector: % Total Value Growth 2002-2007
Table 28 Sales of Beer by On-trade vs Off-trade split: Volume 2002-2007
Table 29 Sales of Beer by On-trade vs Off-trade split: Value 2002-2007
Table 30 Sales of Beer by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 31 Sales of Beer by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 32 Beer: Production, Imports and Exports: Total Volume 2001-2006
Table 33 Beer Exports by Country of Destination: Total Volume 2001-2006
Table 34 Beer Exports by Country of Destination: Total Value 2001-2006
Table 35 Beer Imports by Country of Origin: Total Volume 2001-2006
Table 36 Beer Imports by Country of Origin: Total Value 2001-2006
Table 37 Company Shares of Beer by National Brand Owner 2002-2006
Table 38 Company Shares of Beer by Global Brand Owner 2002-2006
Table 39 Brand Shares of Beer 2003-2006
Table 40 Forecast Sales of Beer by Subsector: Total Volume 2007-2012
Table 41 Forecast Sales of Beer by Subsector: Total Value 2007-2012
Table 42 Forecast Sales of Beer by Subsector: % Total Volume Growth 2007-2012
Table 43 Forecast Sales of Beer by Subsector: % Total Value Growth 2007-2012
CIDER/PERRY IN TURKEY
OVERVIEW
RTDS/HIGH-STRENGTH PREMIXES IN TURKEY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 44 Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2002-2007
Table 45 Sales of RTDS/High-strength Premixes by Subsector: Total Value 2002-2007
Table 46 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2002-2007
Table 47 Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2002-2007
Table 48 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Volume 2002-2007
Table 49 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value 2002-2007
Table 50 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Volume Growth 2002-2007
Table 51 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: % Value Growth 2002-2007
Table 52 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Volume 2007-2012
Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total Value 2007-2012
Table 54 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Volume Growth 2007-2012
Table 55 Forecast Sales of RTDS/High-strength Premixes by Subsector: % Total Value Growth 2007-2012
WINE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Published Data Comparisons
SECTOR DATA
Table 56 Sales of Wine by Subsector: Total Volume 2002-2007
Table 57 Sales of Wine by Subsector: Total Value 2002-2007
Table 58 Sales of Wine by Subsector: % Total Volume Growth 2002-2007
Table 59 Sales of Wine by Subsector: % Total Value Growth 2002-2007
Table 60 Sales of Wine by On-trade vs Off-trade split: Volume 2002-2007
Table 61 Sales of Wine by On-trade vs Off-trade split: Value 2002-2007
Table 62 Sales of Wine by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 63 Sales of Wine by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 64 Volume Sales of Still Red Wine by Price Segment 2004-2007
Table 65 Volume Sales of Still White Wine by Price Segment 2004-2007
Table 66 Volume Sales of Still Rosé Wine by Price Segment 2004-2007
Table 67 Volume Sales of Other Sparkling Wine by Price Segment 2004-2007
Table 68 Sales of Still Red Wine by Grape/Varietal Type 2004-2007
Table 69 Wine Production, Imports and Exports: Total Volume 2001-2006
Table 70 Wine Exports by Country of Destination: Total Volume 2001-2006
Table 71 Wine Exports by Country of Destination: Total Value 2001-2006
Table 72 Wine Imports by Country of Origin: Total Volume 2001-2006
Table 73 Wine Imports by Country of Origin: Total Value 2001-2006
Table 74 Company Shares of Still Light Grape Wine by National Brand Owner 2002-2006
Table 75 Company Shares of Still Light Grape Wine by Global Brand Owner 2002-2006
Table 76 Brand Shares of Still Light Grape Wine 2003-2006
Table 77 Company Shares of Other Sparkling Wine by National Brand Owner 2002-2006
Table 78 Company Shares of Other Sparkling Wine by Global Brand Owner 2002-2006
Table 79 Brand Shares of Other Sparkling Wine 2003-2006
Table 80 Company Shares of Fortified Wine and Vermouth by National Brand Owner 2003-2006
Table 81 Company Shares of Fortified Wine and Vermouth by Global Brand Owner 2003-2006
Table 82 Brand Shares of Fortified Wine and Vermouth 2003-2006
Table 83 Forecast Sales of Wine by Subsector: Total Volume 2007-2012
Table 84 Forecast Sales of Wine by Subsector: Total Value 2007-2012
Table 85 Forecast Sales of Wine by Subsector: % Total Volume Growth 2007-2012
Table 86 Forecast Sales of Wine by Subsector: % Total Value Growth 2007-2012
SPIRITS IN TURKEY
HEADLINES
TRENDS
Production, Imports and Exports
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
Vodka, gin and other blended Scotch whisky price band methodology
Summary 27 Benchmark Brands –Turkey
Published Data Comparisons
SECTOR DATA
Table 87 Sales of Spirits by Subsector: Total Volume 2002-2007
Table 88 Sales of Spirits by Subsector: Total Value 2002-2007
Table 89 Sales of Spirits by Subsector: % Total Volume Growth 2002-2007
Table 90 Sales of Spirits by Subsector: % Total Value Growth 2002-2007
Table 91 Sales of Spirits by On-trade vs Off-trade split: Volume 2002-2007
Table 92 Sales of Spirits by On-trade vs Off-trade split: Value 2002-2007
Table 93 Sales of Spirits by On-trade vs Off-trade split: % Volume Growth 2002-2007
Table 94 Sales of Spirits by On-trade vs Off-trade split: % Value Growth 2002-2007
Table 95 Sales of Blended Scotch Whisky by Premium/Super-premium Split 2004-2007
Table 96 Sales of Gin by Premium/Super-premium Split 2004-2007
Table 97 Sales of Vodka by Premium/Super-premium Split 2004-2007
Table 98 Sales of Flavoured vs Non-flavoured Vodka 2004-2007
Table 99 Spirits Production, Imports and Exports: Total Volume 2001-2006
Table 100 Whisk(e)y Production, Imports and Exports: Total Volume 2001-2006
Table 101 Brandy & Cognac Production, Imports and Exports: Total Volume 2001-2006
Table 102 Vodka Production, Imports and Exports: Total Volume 2001-2006
Table 103 Gin Production, Imports and Exports: Total Volume 2001-2006
Table 104 Rum Production, Imports and Exports: Total Volume 2001-2006
Table 105 Tequila Production, Imports and Exports: Total Volume 2001-2006
Table 106 Liqueurs Production: Total Volume 2001-2006
Table 107 Company Shares of Spirits by National Brand Owner 2002-2006
Table 108 Company Shares of Spirits by Global Brand Owner 2002-2006
Table 109 Brand Shares of Spirits 2003-2006
Table 110 Forecast Sales of Spirits by Subsector: Total Volume 2007-2012
Table 111 Forecast Sales of Spirits by Subsector: Total Value 2007-2012
Table 112 Forecast Sales of Spirits by Subsector: % Total Volume Growth 2007-2012
Table 113 Forecast Sales of Spirits by Subsector: % Total Value Growth 2007-2012