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: 136 | Publication date: Jul 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
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
The soft drinks market saw good volume growth in 2007
In 2007, soft drinks saw strong volume growth, mainly due to improved economic conditions, rising disposable incomes, advertising activity and new product developments. The reduction of retail taxes for all products within soft drinks, except carbonates and functional drinks, from 18% to 8% also played an important role in the growth. Other determinants of growth were the young population of the country, along with rapid urbanisation. In 2007, off-trade volume sales of soft drinks were dominant.
A very hot summer positively affected sales of soft drinks
2007 saw a very hot weather, alongside significant shortages of tap water. The water shortages affected major cities such as Ankara and Istanbul the most, where the consumption of soft drinks was the highest. As a result, bottled water registered the most dynamic growth in the year, as people preferred to quench their thirst with water than any other drink. People also used 19 litre demijohn bottled water to use at home during the tap water shortages. RTD tea and fruit/vegetable juice were other two products which were positively affected by the hot summer.
Coca-Cola and Pepsi-Cola led value sales in 2007
In 2007, Coca-Cola Icecek Uretim AS continued to be the leading company in value terms, due to its strong dominance in a large number of sectors. It was followed by Pepsi-Cola International Tanitim Ltd, due to its strong position in carbonates and RTD tea. Nestlé SA (Erikli is Sansu Mesrubat Gida Sanayii ve Ticaret AS) increased its share most in 2007, after it took over the Erikli bottled water brand in 2006
Direct selling increased in share due to the dominance of bottled water
In 2007, direct selling was the dominant distribution channel in soft drinks, and increased its share. This stemmed from the dominance of bottled water in the market, and the importance of home-delivery bottled water. Independent small grocers (bakkals) ranked second; 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, along with a wider variety of products available, and a price advantage, fuelled the growth of this retail channel. Discounters also increased its share, due to the opening of a large number of stores in the country.
The market has good prospects for growth
Euromonitor International predicts that the soft drinks market will see positive volume and value growth over the forecast period. Better economic conditions and rising disposable incomes in the country will be the main factors which will drive the growth. 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 sector in the market, registering good growth. Energy drinks, which returned to the shelves in 2006 after the ban was lifted, will be the most dynamic due to a high interest in these products from younger people.
Table of contents
SOFT DRINKS IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
The soft drinks market saw good volume growth in 2007
A very hot summer positively affected sales of soft drinks
Coca-Cola and Pepsi-Cola led value sales in 2007
Direct selling increased in share due to the dominance of bottled water
The market has good prospects for growth
KEY TRENDS AND DEVELOPMENTS
Improved economy and falling inflation rates
The presence of and demand for health and wellness products is growing
Companies increase budget for advertising
Retail market developing rapidly
Increasing number of foodservice outlets
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
AYTAC GIDA AS - SOFT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Aytac Gida AS: Key Facts
Summary 3 Aytac Gida AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Aytac Gida AS: Competitive Position 2007
DIMES GIDA SAN VE TICARET AS - SOFT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Dimes Gida San ve Ticaret AS: Key Facts
Summary 6 Dimes Gida San ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Dimes Gida San ve Ticaret AS: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Dimes Gida San ve Ticaret AS: Competitive Position 2007
ÜLKER GIDA SANAYI VE TICARET AS - SOFT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Ülker Gida Sanayi ve Ticaret AS: Key Facts
Summary 10 Ülker Gida Sanayi ve Ticaret AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Ülker Gida Sanayi ve Ticaret AS: Competitive Position 2007
YASAR HOLDING AS - SOFT DRINKS - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Yasar Holding AS: Key Facts
Summary 13 Yasar Holding AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Yasar Holding AS: Competitive Position 2007
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 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 42 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 46 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 47 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 48 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 49 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 50 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 59 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 60 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 61 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 62 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): % Volume Breakdown 2003-2007
Table 63 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 64 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 65 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 66 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 67 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 72 Sales of Bottled Water to Institutional Channel 2001-2006
SECTOR DATA
Table 73 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 74 Off-trade Sales of Bottled Water: Value 2002-2007
Table 75 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 76 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 77 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 78 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 79 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 80 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 81 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 83 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 84 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 85 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 88 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 89 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 90 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 91 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 92 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates conversions
Table 97 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 98 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 99 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 100 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 101 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 102 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 103 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 104 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 106 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 107 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN TURKEY
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 108 Flavours/Types of RTD Tea % Off-trade Volume 2005-2007
Table 109 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 110 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 111 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 112 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 113 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 114 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 115 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 116 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 117 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 118 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 119 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 120 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 121 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN TURKEY
HEADLINES
TRENDS
ASIAN SPECIALITY DRINKS IN TURKEY
HEADLINES
TRENDS
Table 122 Asian speciality drinks 2005 - 2007