Hot Drinks in Turkey
Euromonitor International's Hot 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: 75 | Publication date: Mar 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
Coffee; Other hot drinks; Tea
Executive summary
Hot drinks records above average volume growth in 2007
The hot drinks industry in Turkey experienced its highest retail and foodservice volume growth of the review period in 2006 and 2007. The general economic development of the country and the related increases in disposable income pushed up sales. The most important factor driving growth was the entry of new companies and new product developments underpinned by investments in advertising and promotional activities. Tea continued to be the largest category, though coffee registered the fastest growth.
Important acquisitions take place in 2007
In 2007, two important acquisitions took place. Firstly, The Coca-Cola Co acquired Dogadan Gida Urunleri San ve Paz AS, the leading player in fruit/herbal tea and green tea. This acquisition means that the Dogadan brand will benefit from higher budgets for marketing and new product development. The second important development was the decision by Sabanci Holding to exit from packaged food and beverages. Marmara Gida San AS, a local company, acquired Gidasa Sabanci Gida Sanayi ve Tic AS (the packaged food and beverages division of Sabanci Holding) in 2007.
Local companies lead hot drinks
Local companies held the majority of retail value shares of hot drinks in 2007. The government-affiliated tea producer Cay Isletmeleri Genel Müdürlügü was the leading player due to the large size of the tea category. The company increased its retail value share in 2007 following heavy investment in new product development and advertising. The multinationals Nestlé Prodalim Gida Mamulleri AS and Unilever Sanayii ve Ticaret Türk AS were ranked second and third overall, respectively, in 2007.
Bakkals loses shares to supermarkets/hypermarkets
Independent small grocers (bakkals) led distribution in 2007, though it was losing shares to supermarkets/hypermarkets at the end of the review period. The one-stop shopping advantage of supermarkets/hypermarkets, along with a wider variety of products and strong pricing strategies boosted the popularity of large modern retailers. Discounters also registered increased shares due to a large number of store openings in the country.
Continued growth in hot drinks
Hot drinks is expected to register good growth over the forecast period. The forecast period CAGR in volume terms will be slower compared to the review period CAGR, however, the market will still see a good growth. The young and growing population of the country, along with rapid urbanisation and rising disposable incomes will be among the major determinants of growth. It is expected that the forecast period will see new company entries and a high number of new product developments. Manufacturers will focus on more effective advertising campaigns in order to promote their products. Also, the increasing number of on-trade outlets, particularly speciality coffee shops, will play an important role in stimulating growth in coffee and tea in particular.
Table of contents
HOT DRINKS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Hot drinks records above average volume growth in 2007
Important acquisitions take place in 2007
Local companies lead hot drinks
Bakkals loses shares to supermarkets/hypermarkets
Continued growth in hot drinks
KEY TRENDS AND DEVELOPMENTS
An improved economy and falling inflation rates
The presence of and demand for health and wellness products grows
Company expenditure on advertising increases
Retailing develops rapidly in Turkey
The number of foodservice outlets increases
MARKET DATA
Table 1 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2002-2007
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2002-2007
Table 3 Retail Sales of Hot Drinks by Sector: Volume 2002-2007
Table 4 Retail Sales of Hot Drinks by Sector: Value 2002-2007
Table 5 Retail Sales of Hot Drinks by Sector: % Volume Growth 2002-2007
Table 6 Retail Sales of Hot Drinks by Sector: % Value Growth 2002-2007
Table 7 Foodservice Sales of Hot Drinks by Sector: Volume 2002-2007
Table 8 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2002-2007
Table 9 Total Sales of Hot Drinks by Sector: Total Volume 2002-2007
Table 10 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2002-2007
Table 11 Hot Drinks Company Shares by Value 2003-2007
Table 12 Hot Drinks Brand Shares by Value 2004-2007
Table 13 Penetration of Private Label by Sector 2003-2007
Table 14 Sales of Hot Drinks by Distribution Format: % Analysis 2002/2007
Table 15 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2007
Table 16 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2007-2012
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2007-2012
Table 18 Forecast Retail Sales of Hot Drinks by Sector: Volume 2007-2012
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Value 2007-2012
Table 20 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2007-2012
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2007-2012
Table 22 Forecast Foodservice Sales of Hot Drinks by Sector: Volume 2007-2012
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2007-2012
Table 24 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2007-2012
Table 25 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2007-2012
APPENDIX
Published Data Comparisons
Production/Import/Export Data
Table 26 Production of Tea by Sector 2001-2006
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
CAY ISLETMELERI GENEL MüDüRLüGü - HOT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Cay Isletmeleri Genel Müdürlügü: Key Facts
Summary 3 Cay Isletmeleri Genel Müdürlügü: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Cay Isletmeleri Genel Müdürlügü: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Cay Isletmeleri Genel Müdürlügü: Competitive Position 2007
DOGUS CAY - HOT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Dogus Cay: Key Facts
Summary 7 Dogus Cay: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Dogus Cay: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Dogus Cay: Competitive Position 2007
PINAR SüT MAMüLLERI SANAYI VE TICARET AS - HOT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Pinar Süt Mamülleri Sanayi ve Ticaret AS: Key Facts
Summary 11 Pinar Süt Mamülleri Sanayi ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 Yasar Holding AS: Competitive Position 2007
ÜLKER GIDA SANAYI VE TICARET AS - HOT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Ülker Gida Sanayi ve Ticaret AS: Key Facts
Summary 14 Ülker Gida Sanayi ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 Ülker Gida Sanayi ve Ticaret AS: Competitive Position 2007
COFFEE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 27 Instant Coffee by Speciality Type 2004-2007
Table 28 Sales of Coffee by Type: Volume 2002-2007
Table 29 Sales of Coffee by Type: Value 2002-2007
Table 30 Sales of Coffee by Type: % Volume Growth 2002-2007
Table 31 Sales of Coffee by Type: % Value Growth 2002-2007
Table 32 Coffee Company Shares 2003-2007
Table 33 Coffee Brand Shares 2004-2007
Table 34 Foodservice Sales of Coffee by Distribution Format 2002/2007
Table 35 Forecast Sales of Coffee by Type: Volume 2007-2012
Table 36 Forecast Sales of Coffee by Type: Value 2007-2012
Table 37 Forecast Sales of Coffee by Type: % Volume Growth 2007-2012
Table 38 Forecast Sales of Coffee by Type: % Value Growth 2007-2012
TEA IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 39 Fruit/Herbal Tea by Type: % Off-Trade Volume 2005-2006
Table 40 Other Tea by Type: % Off-Trade Volume 2005-2006
Table 41 Sales of Tea by Subsector: Volume 2002-2007
Table 42 Sales of Tea by Subsector: Value 2002-2007
Table 43 Sales of Tea by Subsector: % Volume Growth 2002-2007
Table 44 Sales of Tea by Subsector: % Value Growth 2002-2007
Table 45 Tea Company Shares 2003-2007
Table 46 Tea Brand Shares 2004-2007
Table 47 Forecast Sales of Tea by Subsector: Volume 2007-2012
Table 48 Forecast Sales of Tea by Subsector: Value 2007-2012
Table 49 Forecast Sales of Tea by Subsector: % Volume Growth 2007-2012
Table 50 Forecast Sales of Tea by Subsector: % Value Growth 2007-2012
OTHER HOT DRINKS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 51 Sales of Other Hot Drinks by Subsector: Volume 2002-2007
Table 52 Sales of Other Hot Drinks by Subsector: Value 2002-2007
Table 53 Sales of Other Hot Drinks by Subsector: % Volume Growth 2002-2007
Table 54 Sales of Other Hot Drinks by Subsector: % Value Growth 2002-2007
Table 55 Other Hot Drinks Company Shares 2003-2007
Table 56 Other Hot Drinks Brand Shares 2004-2007
Table 57 Forecast Sales of Other Hot Drinks by Subsector: Volume 2007-2012
Table 58 Forecast Sales of Other Hot Drinks by Subsector: Value 2007-2012
Table 59 Forecast Sales of Other Hot Drinks by Subsector: % Volume Growth 2007-2012
Table 60 Forecast Sales of Other Hot Drinks by Subsector: % Value Growth 2007-2012