Executive Summary

Jul 2019
Increasing tourism drives growth in alcoholic drinks in Turkey

In 2018, alcoholic drinks in Turkey saw double-digit total volume growth, which far exceeded the growth demonstrated during the review period. The main reason for this notable growth was the increase in tourism in the country.

The tax equalisation regulation significantly affects the unit prices of alcoholic drinks

As part of Turkey’s European Union membership negotiations within the framework of the equalisation of tax, the differences between the excise taxes on high alcohol beverages were abolished in May 2018. The minimum fixed tax amount for high alcohol beverages became TRY184.

Efes Pilsen remains the leading player in alcoholic drinks

In 2018, Efes Pilsen accounted for half of total volume sales of alcoholic drinks in Turkey. The success of the company came from its leading position within beer, which is the dominant category within alcoholic drinks.

The distribution share of supermarkets grows

In 2018, the leading distribution channel in alcoholic drinks remained food/drink/tobacco specialists, dominated by Tekel outlets. Tekel outlets saw growth in their share due to the high number of these outlets across the country and the lack of shelf space fees for alcoholic drinks companies, in an environment in which companies are paying high shelf prices at supermarkets and hypermarkets.

Alcoholic drinks has good prospects for growth over the forecast period

Over the forecast period, the total volume growth expected for alcoholic drinks greatly exceeds the performance recorded over the review period. The main reasons for growth are projected to be the increase in tourism, the better macroeconomic environment and the rising number of foodservice outlets with a licence to sell alcohol within their premises.

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Alcoholic Drinks in Turkey

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Overview

Discover the latest market trends and uncover sources of future market growth for the Alcoholic Drinks industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Alcoholic Drinks industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

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The Alcoholic Drinks in Turkey market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Alcoholic Drinks in Turkey?
  • What are the major brands in Turkey?
  • Have there been any alcoholic drinks legislative changes over the past 12 months?
  • How is the alcoholic drinks industry affected by the recession?
  • What is consumed more; beer, wine or spirits?
  • What have been the key trends seen in new product developments?
  • Do alcoholic drinks consumers want value for money or added value?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Alcoholic Drinks market research database.

Alcoholic Drinks in Turkey

EXECUTIVE SUMMARY

Increasing tourism drives growth in alcoholic drinks in Turkey
The tax equalisation regulation significantly affects the unit prices of alcoholic drinks
Efes Pilsen remains the leading player in alcoholic drinks
The distribution share of supermarkets grows
Alcoholic drinks has good prospects for growth over the forecast period

MARKET BACKGROUND

Legislation
Legal purchasing age and legal drinking age
Drink-driving
Advertising
Smoking ban
Opening hours
On-trade establishments
Table 1 Number of On-trade Establishments by Type 2013-2018

TAXATION AND DUTY LEVIES

Summary 1 Taxation and Duty Levies on Alcoholic Drinks 2018

OPERATING ENVIRONMENT

Contraband/parallel trade
Duty free
Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 2 Retail Consumer Expenditure on Alcoholic Drinks 2013-2018

MARKET DATA

Table 3 Sales of Alcoholic Drinks by Category: Total Volume 2013-2018
Table 4 Sales of Alcoholic Drinks by Category: Total Value 2013-2018
Table 5 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2013-2018
Table 6 Sales of Alcoholic Drinks by Category: % Total Value Growth 2013-2018
Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2018
Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2018
Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2018
Table 10 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2018
Table 11 GBO Company Shares of Alcoholic Drinks: % Total Volume 2014-2018
Table 12 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2013-2018
Table 13 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2018
Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2018-2023
Table 15 Forecast Sales of Alcoholic Drinks by Category: Total Value 2018-2023
Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023
Table 17 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Beer in Turkey

HEADLINES

PROSPECTS

Stable macroeconomic conditions and rising tourism fuel growth
Changes in excise tax legislation affect the demand for beer
Dark beer sees the best performance

COMPETITIVE LANDSCAPE

Efes Pilsen remains the leading player
Beer manufacturers respond to the consumer demand for higher-quality beer
Craft beer continues to account for a negligible share of total volume sales

CATEGORY BACKGROUND

Lager price band methodology
Summary 3 Lager by Price Band 2018
Table 18 Number of Breweries 2013-2018

CATEGORY DATA

Table 19 Sales of Beer by Category: Total Volume 2013-2018
Table 20 Sales of Beer by Category: Total Value 2013-2018
Table 21 Sales of Beer by Category: % Total Volume Growth 2013-2018
Table 22 Sales of Beer by Category: % Total Value Growth 2013-2018
Table 23 Sales of Beer by Off-trade vs On-trade: Volume 2013-2018
Table 24 Sales of Beer by Off-trade vs On-trade: Value 2013-2018
Table 25 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 26 Sales of Beer by Off-trade vs On-trade: % Value Growth 2013-2018
Table 27 GBO Company Shares of Beer: % Total Volume 2014-2018
Table 28 NBO Company Shares of Beer: % Total Volume 2014-2018
Table 29 LBN Brand Shares of Beer: % Total Volume 2015-2018
Table 30 Forecast Sales of Beer by Category: Total Volume 2018-2023
Table 31 Forecast Sales of Beer by Category: Total Value 2018-2023
Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2018-2023

Cider/Perry in Turkey

HEADLINES

PROSPECTS

Sales of cider/perry are largely shaped by tourism
The unit price advantage positively affects total volume sales
Perry accounts for a negligible share of total volume sales

COMPETITIVE LANDSCAPE

Kavaklidere Saraplari dominates cider/perry
Vincent Cider demonstrates a good performance
Cider/perry does not receive sufficient marketing support

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2013-2018
Table 35 Sales of Cider/Perry: Total Value 2013-2018
Table 36 Sales of Cider/Perry: % Total Volume Growth 2013-2018
Table 37 Sales of Cider/Perry: % Total Value Growth 2013-2018
Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2013-2018
Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2013-2018
Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2013-2018
Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2014-2018
Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2015-2018
Table 45 Forecast Sales of Cider/Perry: Total Volume 2018-2023
Table 46 Forecast Sales of Cider/Perry: Total Value 2018-2023
Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2018-2023

Spirits in Turkey

HEADLINES

PROSPECTS

The recovery of the political environment positively affects spirits
The tax equalisation policy has an effect on consumer demand for different spirits
Gin registers the best performance in spirits

COMPETITIVE LANDSCAPE

Mey Içki San ve Tic maintains its lead
Companies invest in both premium and standard products
International companies hold the dominant share of total volume sales in spirits

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology
Summary 4 Benchmark Brands 2018

CATEGORY DATA

Table 49 Sales of Spirits by Category: Total Volume 2013-2018
Table 50 Sales of Spirits by Category: Total Value 2013-2018
Table 51 Sales of Spirits by Category: % Total Volume Growth 2013-2018
Table 52 Sales of Spirits by Category: % Total Value Growth 2013-2018
Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2013-2018
Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2013-2018
Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2013-2018
Table 57 Sales of Dark Rum by Price Platform: % Total Volume 2013-2018
Table 58 Sales of White Rum by Price Platform: % Total Volume 2013-2018
Table 59 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2013-2018
Table 60 Sales of English Gin by Price Platform: % Total Volume 2013-2018
Table 61 Sales of Vodka by Price Platform: % Total Volume 2013-2018
Table 62 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2013-2018
Table 63 GBO Company Shares of Spirits: % Total Volume 2014-2018
Table 64 NBO Company Shares of Spirits: % Total Volume 2014-2018
Table 65 LBN Brand Shares of Spirits: % Total Volume 2015-2018
Table 66 Forecast Sales of Spirits by Category: Total Volume 2018-2023
Table 67 Forecast Sales of Spirits by Category: Total Value 2018-2023
Table 68 Forecast Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 69 Forecast Sales of Spirits by Category: % Total Value Growth 2018-2023

Wine in Turkey

HEADLINES

PROSPECTS

Wine gains share from other categories thanks to favourable prices
The better political environment and rising tourism stimulate volume growth
The off-trade channel accounts for the largest share of total volume sales

COMPETITIVE LANDSCAPE

Kavaklidere Saraplari leads wine
Local companies account for the dominant share of total volume sales
The restrictions on promoting wine create a serious problem

CATEGORY DATA

Table 70 Sales of Wine by Category: Total Volume 2013-2018
Table 71 Sales of Wine by Category: Total Value 2013-2018
Table 72 Sales of Wine by Category: % Total Volume Growth 2013-2018
Table 73 Sales of Wine by Category: % Total Value Growth 2013-2018
Table 74 Sales of Wine by Off-trade vs On-trade: Volume 2013-2018
Table 75 Sales of Wine by Off-trade vs On-trade: Value 2013-2018
Table 76 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2013-2018
Table 77 Sales of Wine by Off-trade vs On-trade: % Value Growth 2013-2018
Table 78 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2013-2018
Table 79 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2013-2018
Table 80 Sales of Still White Wine by Price Segment: % Off-trade Volume 2013-2018
Table 81 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2013-2018
Table 82 GBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 83 NBO Company Shares of Still Light Grape Wine: % Total Volume 2014-2018
Table 84 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2015-2018
Table 85 GBO Company Shares of Champagne: % Total Volume 2014-2018
Table 86 NBO Company Shares of Champagne: % Total Volume 2014-2018
Table 87 LBN Brand Shares of Champagne: % Total Volume 2015-2018
Table 88 GBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 89 NBO Company Shares of Other Sparkling Wine: % Total Volume 2014-2018
Table 90 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2015-2018
Table 91 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 92 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2014-2018
Table 93 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2015-2018
Table 94 Forecast Sales of Wine by Category: Total Volume 2018-2023
Table 95 Forecast Sales of Wine by Category: Total Value 2018-2023
Table 96 Forecast Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 97 Forecast Sales of Wine by Category: % Total Value Growth 2018-2023

Rtds in Turkey

PROSPECTS