Soft
Soft Drinks

Soft Drinks in Turkey

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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.


Tables: 140  |  Publication date: May 2009
Cost: 
GBP1190.00

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

Turkish soft drinks market registers strong volume growth in 2008

In 2008, soft drinks continued to see strong volume growth. The primary determinants that affected the growth were the improved economic conditions, rising disposable incomes, advertising activity and new product developments. Other reasons for growth included the expansion of the young population of the country, since this is the key group that consumes soft drinks, alongside rapid urbanisation, as most soft drinks are consumed in urban areas, where people tend to enjoy higher disposable incomes. In 2008, high temperatures were another driver for growth, particularly for carbonates, RTD tea and bottled water.

Hot summers at the end of the review period positively impact sales

The years 2007 and 2008 saw very hot weather, together with significant shortages of tap water. The water shortages impacted major cities such as Ankara and Istanbul, where the consumption of soft drinks in general and bottled water in particular is highest. The most dynamic growth over these two years was seen by bottled water, as people preferred to quench their thirst with water rather than any other drink. The sales of 19 litre packs of bottled water also saw increased sales as people even used these in their homes during the tap water shortages. Carbonates, RTD tea and fruit/vegetable juice were other products which were positively affected by the hot summer.

Coca-Cola and Pepsi-Cola continued to be leaders in 2008

In 2008, Coca-Cola Icecek Uretim AS preserved its strong position as the leading company in value terms, due to its dominance in a large number of categories. Pepsi-Cola International Tanitim Ltd followed, thanks to its strong position in carbonates. Local companies Ülker Gida Sanayi ve Ticaret AS and Aroma Bursa Meyva Sulari ve Gida San as also increased their shares after entering new categories. In 2008, Ülker Gida entered both bottled water and RTD tea, while in 2007 Aroma entered RTD tea.

Direct selling is leading distribution channel due to the dominance of bottled water

Direct selling was the dominant distribution channel for soft drinks at the end of the review period. This was the result of the dominance of bottled water and the importance of home-delivery bottled water. The one-stop shopping advantage of supermarkets/hypermarkets, the wider variety of products on offer and lower prices fuelled the growth of this retail channel. Discounters also saw a slight increase in share, due largely to the opening of a large number of stores in the country.

Good prospects for growth

Euromonitor International forecasts that soft drinks will see continued strong volume and value growth over the forecast period, although this growth will be slower compared to the review period as a result of the market becoming more mature. The main factors driving this performance will be better economic conditions and rising disposable incomes in the country. In addition, new product launches and the predilection of the younger population for soft drinks will be other important determinants of growth. Bottled water will continue to be the dominant category in soft drink in terms of volume sales, however RTD tea, which is perceived as a good alternative to water and carbonates during hot weather, will be more dynamic due to growing interest among younger people. RTD tea is also the subject of heavy promotional activity by manufacturers, given that not only numerous new products were launched this year, but also supported by extensive advertising.

Table of contents

SOFT DRINKS IN TURKEY : MARKET INSIGHT

EXECUTIVE SUMMARY

Turkish soft drinks market registers strong volume growth in 2008

Hot summers at the end of the review period positively impact sales

Coca-Cola and Pepsi-Cola continued to be leaders in 2008

Direct selling is leading distribution channel due to the dominance of bottled water

Good prospects for growth

KEY TRENDS AND DEVELOPMENTS

Improving economy and falling inflation rate have positive impact

Penetration of health and wellness products continues to grow

Companies increase their advertising budgets, boosting demand

The development of the retail channel boosts sales of soft drinks

Increasing foodservice outlet numbers stimulate on-trade sales

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008

Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008

Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008

Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008

Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008

Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008

Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008

Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008

Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008

Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008

Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008

Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008

Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008

Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008

Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008

Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008

Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008

Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008

Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008

Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013

Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013

Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013

Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013

Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013

Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013

Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013

Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013

APPENDIX

Fountain Sales in Turkey

SECTOR DATA

Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008

Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008

Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008

Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008

Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008

Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008

Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008

Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008

Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013

Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013

DEFINITIONS

Summary 1 Research Sources

LOCAL COMPANY PROFILES - TURKEY

AROMA BURSA MEYVA SULARI VE GIDA SAN AS - SOFT DRINKS - TURKEY

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Aroma Bursa Meyva Sulari ve Gida San AS: Key Facts

Summary 3 Aroma Bursa Meyva Sulari ve Gida San AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Aroma Bursa Meyva Sulari ve Gida San AS: Competitive Position 2008

AYTAC GIDA AS

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Aytac Gida AS: Key Facts

Summary 6 Aytac Gida AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Aytac Gida AS: Competitive Position 2008

DIMES GIDA SAN VE TICARET AS

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Dimes Gida San ve Ticaret AS: Key Facts

Summary 9 Dimes Gida San ve Ticaret AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 10 Dimes Gida San ve Ticaret AS: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 11 Dimes Gida San ve Ticaret AS: Competitive Position 2008

NAZLI GIDA AS

STRATEGIC DIRECTION

KEY FACTS

Summary 12 Nazli Gida AS: Key Facts

Summary 13 Nazli Gida AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 14 Nazli Gida AS: Competitive Position 2008

ÜLKER GIDA SANAYI VE TICARET AS

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Ülker Gida Sanayi ve Ticaret AS: Key Facts

Summary 16 Ülker Gida Sanayi ve Ticaret AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 17 Ülker Gida Sanayi ve Ticaret AS: Competitive Position 2008

YASAR HOLDING AS

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Yasar Holding AS: Key Facts

Summary 19 Yasar Holding AS: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 20 Yasar Holding AS: Competitive Position 2008

CARBONATES IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 38 Low Calorie Carbonates by Subsector

Table 39 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008

Table 40 Off-trade Sales of Carbonates by Subsector: Value 2003-2008

Table 41 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008

Table 42 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008

Table 43 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008

Table 44 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008

Table 45 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008

Table 46 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008

Table 47 Company Shares of Carbonates by Off-trade Volume 2004-2008

Table 48 Brand Shares of Carbonates by Off-trade Volume 2005-2008

Table 49 Company Shares of Carbonates by Off-trade Value 2004-2008

Table 50 Brand Shares of Carbonates by Off-trade Value 2005-2008

Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013

Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013

Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013

Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013

FRUIT/VEGETABLE JUICE IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008

Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008

Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008

Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008

Table 59 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008

Table 60 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008

Table 61 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008

Table 62 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008

Table 63 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2003-2008

Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008

Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008

Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008

Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008

Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013

Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013

Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013

Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013

BOTTLED WATER IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Institutional Bottled Water Sales

Table 72 Sales of Bottled Water to Institutional Channel 2004-2008

Table 73 Off-trade Sales of Bottled Water: Volume 2003-2008

Table 74 Off-trade Sales of Bottled Water: Value 2003-2008

Table 75 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008

Table 76 Off-trade Sales of Bottled Water: % Value Growth 2003-2008

Table 77 Company Shares of Bottled Water by Off-trade Volume 2004-2008

Table 78 Brand Shares of Bottled Water by Off-trade Volume 2005-2008

Table 79 Company Shares of Bottled Water by Off-trade Value 2004-2008

Table 80 Brand Shares of Bottled Water by Off-trade Value 2005-2008

Table 81 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013

Table 82 Forecast Off-trade Sales of Bottled Water: Value 2008-2013

Table 83 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013

Table 84 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013

FUNCTIONAL DRINKS IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 85 Still vs Carbonated Functional Drinks % Off-trade Volume 2005-2008

Table 86 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008

Table 87 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008

Table 88 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008

Table 89 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008

Table 90 Company Shares of Functional Drinks by Off-trade Volume 2004-2008

Table 91 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008

Table 92 Company Shares of Functional Drinks by Off-trade Value 2004-2008

Table 93 Brand Shares of Functional Drinks by Off-trade Value 2005-2008

Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013

Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013

Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013

Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013

CONCENTRATES IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Concentrates Conversions

Table 98 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008

Table 100 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008

Table 101 Off-trade Sales of Concentrates by Subsector: Value 2003-2008

Table 102 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008

Table 103 Company Shares of Concentrates by Off-trade Value 2004-2008

Table 104 Brand Shares of Concentrates by Off-trade Value 2005-2008

Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013

Table 106 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013

Table 107 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013

Table 108 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013

RTD TEA IN TURKEY

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 109 Off-trade Sales of RTD Tea by Subsector: Volume 2003-2008

Table 110 Off-trade Sales of RTD Tea by Subsector: Value 2003-2008

Table 111 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2003-2008

Table 112 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2003-2008

Table 113 Company Shares of RTD Tea by Off-trade Volume 2004-2008

Table 114 Brand Shares of RTD Tea by Off-trade Volume 2005-2008

Table 115 Company Shares of RTD Tea by Off-trade Value 2004-2008

Table 116 Brand Shares of RTD Tea by Off-trade Value 2005-2008

Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2008-2013

Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2008-2013

Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2008-2013

Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2008-2013

RTD COFFEE IN TURKEY

HEADLINES

TRENDS

Change currency displayed
all prices excluding P&P
request more information

Available formats

  • Instant online access
  • Download PDF
  • Download Word document
research methodology

Get Acrobat Reader

click here to download Adobe Acrobat Reader 7.0

© Euromonitor International 2009