Soft Drinks in Turkey
Euromonitor International's Soft 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: 133 | Publication date: Sep 2007
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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Improved sales in the soft drinks market in 2006
In 2006, the soft drinks market saw good volume growth due to improved economic conditions, rising disposable incomes, and new product developments. Increased advertising was another important factor that fuelled the growth, which was driven by the young in urban areas. Off-trade volume sales of soft drinks exceeded those of on-trade in 2006.
The ban on energy drinks lifted in 2006
The most notable development at the end of the review period was the increased number of products in the market. The competition was particularly fierce in the carbonates, fruit/vegetable juice, and bottled water sectors. The increased number of products available, such as in 100% juice, fuelled demand.
Functional drinks was the most dynamic sector in 2006. This was due to the re-launch of energy drinks after the ban on the sales of these products was lifted in January 2006. The caffeine content of energy drinks was reduced and so they were subsequently permitted to be sold to people over the age of 18. Energy drinks were becoming very popular among young people at the end of the review period.
Coca-Cola Icecek Utertim still leads in 2006
Coca-Cola Icecek Uretim AS was the leading company in 2006, due to its heavy dominance in a large number of sectors. This was followed by Sansu Mesrubat Gida Sanayii ve Ticaret AS, the NBO for Nestlé SA, which vaulted from ninth in off-trade volume terms to being the second leading company when it acquired the Erikli brand of bottled water in 2006.
Other manufacturers between them held more than half of the market share due to very fragmented shares for bottled water, which is the largest sector, with the presence of many small, local companies.
Supermarkets/hypermarkets gaining share at the expense of independent food stores
In 2006, the leading distribution channel for soft drinks was direct sales. This stemmed from the dominance of bottled water in the market, and the importance of home-delivery bottled water within the sector.
Independent food stores (bakkals) was the second leading distribution channel in off-trade volume terms. However, this distribution channel was losing share to supermarkets/hypermarkets at the end of the review period. The one-stop shopping advantage of supermarkets/hypermarkets, alongside the variety of products available, combined with lower prices, fuelled the growth of this retail channel. Discounters were also increasing their share, as a result of the opening of a large number of stores in the country.
A positive future awaits the soft drinks market in Turkey
Euromonitor International forecasts that the soft drinks market will register a healthy 28% off-trade volume growth over the forecast period. No economic crises are expected in the period 2006-2011. Indeed, better economic conditions and rising disposable incomes in the country will be the main factors that will drive the growth. Also, new product launches and the young population’s predilection for soft drinks will be other important determinants of growth.
Bottled water will continue to be the dominant sector of the market; it is expected to register a 24% off-trade volume growth. Energy drinks, which returned to the shelves in 2006, will be the most dynamic over the forecast period, with an expected off-trade volume growth of over 200%, due to the high interest in these products from young people.
Table of contents
SOFT DRINKS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Improved sales in the soft drinks market in 2006
The ban on energy drinks lifted in 2006
Coca-Cola Icecek Utertim still leads in 2006
Supermarkets/hypermarkets gaining share at the expense of independent food stores
A positive future awaits the soft drinks market in Turkey
KEY TRENDS AND DEVELOPMENTS
Improved economy and falling inflation rates
Increased number of women and rapid urbanisation
Higher health and wellness consciousness
Improved retail infrastructure and increased share of supermarkets/hypermarkets
Increasing number of foodservice outlets
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2001-2006
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2001-2006
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2001-2006
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2001-2006
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2006
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2006
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2006
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2001-2006
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2001-2006
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2001-2006
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2001-2006
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2002-2006
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2006
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2002-2006
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2006
Table 17 Company Shares of Off-trade Soft Drinks by Value 2002-2006
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2003-2006
Table 19 Penetration of Private Label (as sold) by Sector by Volume 2002-2006
Table 20 Penetration of Private Label by Sector by Value 2002-2006
Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2006
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2006-2011
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2006-2011
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2006-2011
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2006-2011
Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2006-2011
Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2006-2011
Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2006-2011
Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2006-2011
APPENDIX
Concentrates conversions
Table 30 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2001-2006
Table 32 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2001-2006
Table 33 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2002-2006
Table 34 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2006
Table 35 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2002-2006
Table 36 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2006
Table 37 Company Shares of Concentrates (RTD) by Off-trade Volume 2002-2006
Table 38 Brand Shares of Concentrates (RTD) by Off-trade Volume 2003-2006
Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2006-2011
Table 40 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2006-2011
Institutional bottled water sales
Table 41 Sales of Bottled Water to Institutional Channel 2001-2006
DEFINITIONS
LOCAL COMPANY PROFILES - TURKEY
AYTAC GIDA AS - SOFT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Aytac Gida AS: Key Facts
Summary 2 Aytac Gida AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Aytac Gida AS: Competitive Position 2006
DIMES GIDA SAN VE TICARET AS - SOFT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Dimes Gida San ve Ticaret AS: Key Facts
Summary 5 Dimes Gida San ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 6 Dimes Gida San ve Ticaret AS: Production Statistics 2006
COMPETITIVE POSITIONING
Summary 7 Dimes Gida San ve Ticaret AS: Competitive Position 2006
ÜLKER GIDA SANAYI VE TICARET AS - SOFT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Ülker Gida Sanayi ve Ticaret AS: Key Facts
Summary 9 Ülker Gida Sanayi ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Ülker Gida Sanayi ve Ticaret AS: Competitive Position 2006
CARBONATES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 42 On-trade vs Off-trade Sales of Carbonates: Volume 2001-2006
Table 43 On-trade vs Off-trade Sales of Carbonates: Value 2001-2006
Table 44 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2001-2006
Table 45 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2001-2006
Table 46 Off-trade Sales of Carbonates by Subsector: Volume 2001-2006
Table 47 Off-trade Sales of Carbonates by Subsector: Value 2001-2006
Table 48 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2001-2006
Table 49 Off-trade Sales of Carbonates by Subsector: % Value Growth 2001-2006
Table 50 Low Calorie Carbonates by Subsector 2002-2006
Table 51 Company Shares of Carbonates by Off-trade Volume 2002-2006
Table 52 Brand Shares of Carbonates by Off-trade Volume 2003-2006
Table 53 Company Shares of Carbonates by Off-trade Value 2002-2006
Table 54 Brand Shares of Carbonates by Off-trade Value 2003-2006
Table 55 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2006-2011
Table 56 Forecast Off-trade Sales of Carbonates by Subsector: Value 2006-2011
Table 57 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2006-2011
Table 58 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2006-2011
FRUIT/VEGETABLE JUICE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2001-2006
Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2001-2006
Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2001-2006
Table 62 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2001-2006
Table 63 Leading Flavours for 100% Juice: %Volume Breakdown 2003-2006
Table 64 Leading Flavours for Nectars (25-99% Juice): %Volume Breakdown 2003-2006
Table 65 Leading Flavours for Juice Drinks (up to 24% Juice): %Volume Breakdown 2003-2006
Table 66 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): %Volume Breakdown 2003-2006
Table 67 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 68 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2002-2006
Table 69 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2006
Table 70 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2002-2006
Table 71 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2006
Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2006-2011
Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2006-2011
Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2006-2011
Table 75 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2006-2011
BOTTLED WATER IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 76 Off-trade Sales of Bottled Water: Volume 2001-2006
Table 77 Off-trade Sales of Bottled Water: Value 2001-2006
Table 78 Off-trade Sales of Bottled Water: % Volume Growth 2001-2006
Table 79 Off-trade Sales of Bottled Water: % Value Growth 2001-2006
Table 80 Company Shares of Bottled Water by Off-trade Volume 2002-2006
Table 81 Brand Shares of Bottled Water by Off-trade Volume 2003-2006
Table 82 Company Shares of Bottled Water by Off-trade Value 2002-2006
Table 83 Brand Shares of Bottled Water by Off-trade Value 2003-2006
Table 84 Forecast Off-trade Sales of Bottled Water: Volume 2006-2011
Table 85 Forecast Off-trade Sales of Bottled Water: Value 2006-2011
Table 86 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2006-2011
Table 87 Forecast Off-trade Sales of Bottled Water: % Value Growth 2006-2011
FUNCTIONAL DRINKS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 88 Off-trade Sales of Functional Drinks by Subsector: Volume 2001-2006
Table 89 Off-trade Sales of Functional Drinks by Subsector: Value 2001-2006
Table 90 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2001-2006
Table 91 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2001-2006
Table 92 Still vs Carbonated Functional Drinks % Off-Trade Volume 2005-2006
Table 93 Company Shares of Functional Drinks by Off-trade Volume 2002-2006
Table 94 Brand Shares of Functional Drinks by Off-trade Volume 2003-2006
Table 95 Company Shares of Functional Drinks by Off-trade Value 2002-2006
Table 96 Brand Shares of Functional Drinks by Off-trade Value 2003-2006
Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2006-2011
Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2006-2011
Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2006-2011
Table 100 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2006-2011
CONCENTRATES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 101 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2001-2006
Table 102 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2001-2006
Table 103 Off-trade Sales of Concentrates by Subsector: Value 2001-2006
Table 104 Off-trade Sales of Concentrates by Subsector: % Value Growth 2001-2006
Table 105 Company Shares of Concentrates by Off-trade Value 2002-2006
Table 106 Brand Shares of Concentrates by Off-trade Value 2003-2006
Table 107 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2006-2011
Table 108 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2006-2011
Table 109 Forecast Off-trade Sales of Concentrates by Subsector: Value 2006-2011
Table 110 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2006-2011
RTD TEA IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 111 Off-trade Sales of RTD Tea by Subsector: Volume 2001-2006
Table 112 Off-trade Sales of RTD Tea by Subsector: Value 2001-2006
Table 113 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2001-2006
Table 114 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2001-2006
Table 115 Flavours/types of RTD tea % off-trade volume 2005-2006
Table 116 Company Shares of RTD Tea by Off-trade Volume 2002-2006
Table 117 Brand Shares of RTD Tea by Off-trade Volume 2003-2006
Table 118 Company Shares of RTD Tea by Off-trade Value 2002-2006
Table 119 Brand Shares of RTD Tea by Off-trade Value 2003-2006
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2006-2011
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2006-2011
Table 122 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2006-2011
Table 123 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2006-2011
RTD COFFEE IN TURKEY
HEADLINES
TRENDS