Total volume sales of alcoholic drinks and its packaging were already in decline in 2019, as consumer confidence fell due to the economic crisis, high inflation and the recent devaluations of the local currency. The COVID-19 outbreak resulted in a continued decline in total volume sales in 2020, as lockdown measures and travel restrictions were introduced to try and prevent the spread of the virus.
Although the government decided not to increase the OTV (excise taxes) on alcoholic drinks between July and December 2021 to try and keep price increases to a minimum, the unit prices of spirits had already been experiencing considerable rises in the second half of the review period, which made these products less affordable for local consumers. This led to consumer demand for smaller packages due to the higher prices for larger bottles.
In 2021, there were a limited number of new product launches, with manufacturers focusing on launching premium products that offered differentiation in terms of content rather than just a change of packaging. Two of the important local launches were Tekirdag Altin Seri (Gold Reserve) by Mey Icki and Efes Glutensiz by Efes Pilsen.
In 2021, there were a limited number of new product launches, with manufacturers focusing on launching premium products that offered differentiation in terms of content rather than just a change of packaging. Two of the important local launches were Tekirdag Altin Seri (Gold Reserve) by Mey Icki, a premium raki (aniseed-based spirits) made from Okuzgozu and Bogazkere grapes, which are popular grape types used in the production of local wine, and Efes Glutensiz by Efes Pilsen, which was the first gluten-free beer to be launched in Turkey.
Although the on-trade returned to recording positive growth in 2021, with unit volumes expected to be particularly dynamic in 2022 and 2023, given the size of its decline in 2019 and, in particular, 2020, this channel is not currently expected to reach pre-pandemic sales levels until 2026. The COVID-19 pandemic could not have come at a worse time for on-trade operators in Turkey.
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Alcoholic Drinks Packaging
This is the aggregation of beer, cider/perry, RTDs/high-strength premixes, spirits and wine.See All of Our Definitions
This report originates from Passport, our Alcoholic Drinks Packaging research and analysis database.
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