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: 140 | Publication date: May 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
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