Beer is slated for a positive sales performance in volume terms over the forecast period, with the expectation of improved economic conditions and an increase in the number and variety of products available in the category expected to expand the consumer base by appealing to a wider range of people with different budgets. Furthermore, anticipated increases in inbound tourism flows are expected to boost sales growth in both the off-trade and the on-trade, although it is the on-trade that is expected to register the best sales performance, with imported lager, dark beer and stout all set to benefit from the presence of increasing numbers of foreign visitors in Turkey.
The forecast period is expected to see a clear trend towards higher quality beer, although price competition is set to continue playing an important role in the category, determining consumer demand to a large extent across all price bands and categories. In response, the category’s leading brand owners are expected to launch a wider range of premium products such as Marzen lager and IPA, although at the same time they are set to continue focusing on regular launches of higher quality mid-priced lagers that offer premium quality at prices that are more affordable than the typical premium beer.
Over the forecast period, the value share of supermarkets as a retail distribution channel for beer is expected to increase and this is largely due to the reputation that supermarkets have for offering value for money among local consumers. Many Turkish beer drinkers now prefer to buy their beer in larger quantities from supermarkets, rather than purchasing a few bottles or cans of beer from a smaller local grocer, attracted by the lower unit prices on offer in supermarkets.
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Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See All of Our DefinitionsThis report originates from Passport, our Beer research and analysis database.
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