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: 81 | Publication date: Apr 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
Coffee; Other hot drinks; Tea
Executive summary
Hot Drinks Registers Good Growth in 2008
Hot drinks recorded strong growth in 2008, with sales being boosted by Turkey’s continuing economic development and higher consumer disposable incomes. In addition, the increasing number of cafes, especially specialist coffee shops, was an important factor in the performance of the on-trade channel. The most important factors driving growth were the entry of new companies, new product developments, and increased advertising and promotional expenditure. While tea continued to lead sales, coffee registered the fastest growth during 2008.
Significant Acquisition Activity
In 2007, Coca-Cola acquired Dogadan Gida Urunleri San ve Paz, the leading player within fruit/herbal tea and green tea. This acquisition means that the Dogadan brand will benefit from increased marketing and new product development resources. In addition, Sabanci Holding decided to exit 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 whilst, in 2008, the local foods giant Ülker Gida acquired the Doga and Oba tea brands. Such acquisitions have helped to stimulate growth within hot drinks.
Domestic Companies Lead Sales
In 2008, local companies accounted for the majority of hot drinks retail value sales, with government-affiliated tea producer Cay Isletmeleri Genel Müdürlügü leading sales. Domestic producer Dogadan experienced an increase in retail value share within tea whilst Ülker Gida led other hot drinks sales. Multinationals Nestlé and Unilever AS ranked second and third respectively in 2008 due to the popularity of their respective Nescafé (coffee), and Lipton (tea) brands.
Supermarkets/hypermarkets Increase Sales at Expense of Bakkals
Although independent small grocers (bakkals) continued to lead distribution sales during 2008, such outlets are losing retail volume share to supermarkets/hypermarkets. The convenience and growing number of supermarkets/hypermarkets and the fact that they offer large product ranges and competitive prices has helped to increase the popularity of such outlets among consumers. Discounters also recorded an increase in sales due to their continuing expansion throughout the country.
Good Growth Prospects
Hot drinks has good forecast period growth prospects due to Turkey’s young and growing population, rapid urbanisation, and rising disposable incomes. A number of new companies are expected to enter the category over the forecast period and significant new product development, especially with regard to new fruit/herbal and other tea flavours, is expected. In addition, manufacturers will focus on more effective advertising campaigns in order to promote their products. Also, the increasing number of on-trade outlets, such as speciality coffee shops, will play an important role in stimulating growth, especially within coffee and tea.
Table of contents
HOT DRINKS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Hot Drinks Registers Good Growth in 2008
Significant Acquisition Activity
Domestic Companies Lead Sales
Supermarkets/hypermarkets Increase Sales at Expense of Bakkals
Good Growth Prospects
KEY TRENDS AND DEVELOPMENTS
Improved Economy and Falling Rate of Inflation Positively Affected the Market
Increasing Demand for Health and Wellness Products
Increasing Advertising Expenditure
Table 1 Duration and number of Television Advertisements Spots – January-March 2008
Developing Retail Segment Boosts Sales for Non-Alcoholic Drinks
Increasing Number of Foodservice Outlets Stimulates On-trade Sales
MARKET DATA
Table 2 Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2003-2008
Table 3 Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2003-2008
Table 4 Retail Sales of Hot Drinks by Sector: Volume 2003-2008
Table 5 Retail Sales of Hot Drinks by Sector: Value 2003-2008
Table 6 Retail Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 7 Retail Sales of Hot Drinks by Sector: % Value Growth 2003-2008
Table 8 Foodservice Sales of Hot Drinks by Sector: Horecavolume1000 2003-2008
Table 9 Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2003-2008
Table 10 Total Sales of Hot Drinks by Sector: Total Volume 2003-2008
Table 11 Total Sales of Hot Drinks by Sector: % Total Volume Growth 2003-2008
Table 12 Hot Drinks Company Shares by Value 2004-2008
Table 13 Hot Drinks Brand Shares by Value 2005-2008
Table 14 Penetration of Private Label by Sector 2004-2008
Table 15 Sales of Hot Drinks by Distribution Format: % Analysis 2003-2008
Table 16 Sales of Hot Drinks by Sector and Distribution Format: % Analysis 2008
Table 17 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Breakdown 2008-2013
Table 18 Forecast Retail Vs Foodservice Sales of Hot Drinks: % Volume Growth 2008-2013
Table 19 Forecast Retail Sales of Hot Drinks by Sector: Volume 2008-2013
Table 20 Forecast Retail Sales of Hot Drinks by Sector: Value 2008-2013
Table 21 Forecast Retail Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 22 Forecast Retail Sales of Hot Drinks by Sector: % Value Growth 2008-2013
Table 23 Forecast Foodservice Sales of Hot Drinks by Sector: Horecavolume1000 2008-2013
Table 24 Forecast Foodservice Sales of Hot Drinks by Sector: % Volume Growth 2008-2013
Table 25 Forecast Total Sales of Hot Drinks by Sector: Total Volume 2008-2013
Table 26 Forecast Total Sales of Hot Drinks by Sector: % Total Volume Growth 2008-2013
APPENDIX
Published Data Comparisons
Production/Import/Export Data
Table 27 Production of Tea 2001-2007
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 2008
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 2008
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 Pinar Süt Mamülleri Sanayi ve Ticaret AS: Competitive Position 2008
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 2008
COFFEE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 28 Coffee Machine Sales: 2005-2007
Table 29 Instant Coffee by Speciality Type 2004-2008
Table 30 Retail Sales of Coffee by Type: Volume 2003-2008
Table 31 Retail Sales of Coffee by Type: Value 2003-2008
Table 32 Retail Sales of Coffee by Type: % Volume Growth 2003-2008
Table 33 Retail Sales of Coffee by Type: % Value Growth 2003-2008
Table 34 Standard Vs Coffee Pods 2004-2008
Table 35 Coffee Company Shares 2004-2008
Table 36 Coffee Brand Shares 2005-2008
Table 37 Forecast Retail Sales of Coffee by Type: Volume 2008-2013
Table 38 Forecast Retail Sales of Coffee by Type: Value 2008-2013
Table 39 Forecast Retail Sales of Coffee by Type: % Volume Growth 2008-2013
Table 40 Forecast Retail Sales of Coffee by Type: % Value Growth 2008-2013
TEA IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 41 Fruit/Herbal Tea by Type: % Off-trade Volume 2005-2008
Table 42 Other Tea by Type: % Off-trade Volume 2005-2008
Table 43 Retail Sales of Tea by Subsector: Volume 2003-2008
Table 44 Retail Sales of Tea by Subsector: Value 2003-2008
Table 45 Retail Sales of Tea by Subsector: % Volume Growth 2003-2008
Table 46 Retail Sales of Tea by Subsector: % Value Growth 2003-2008
Table 47 Tea Company Shares 2004-2008
Table 48 Tea Brand Shares 2005-2008
Table 49 Forecast Retail Sales of Tea by Subsector: Volume 2008-2013
Table 50 Forecast Retail Sales of Tea by Subsector: Value 2008-2013
Table 51 Forecast Retail Sales of Tea by Subsector: % Volume Growth 2008-2013
Table 52 Forecast Retail Sales of Tea by Subsector: % Value Growth 2008-2013
OTHER HOT DRINKS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 53 Retail Sales of Other Hot Drinks by Subsector: Volume 2003-2008
Table 54 Retail Sales of Other Hot Drinks by Subsector: Value 2003-2008
Table 55 Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2003-2008
Table 56 Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2003-2008
Table 57 Other Hot Drinks Company Shares 2004-2008
Table 58 Other Hot Drinks Brand Shares 2005-2008
Table 59 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 60 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 61 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 62 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013
Table 63 Forecast Retail Sales of Other Hot Drinks by Subsector: Volume 2008-2013
Table 64 Forecast Retail Sales of Other Hot Drinks by Subsector: Value 2008-2013
Table 65 Forecast Retail Sales of Other Hot Drinks by Subsector: % Volume Growth 2008-2013
Table 66 Forecast Retail Sales of Other Hot Drinks by Subsector: % Value Growth 2008-2013