In 2021, beer off-trade volume sales registered double-digit growth with the re-opening of alcoholic drinks specialist retailers and improved distribution of beer products. Price increases were kept to a minimum in the beer category since there was no rise in excise taxes between July and December 2021.
On-trade volume sales recorded positive growth in 2021 following the re-opening of foodservice outlets in the second half of the year. However, beer volume growth rates stayed below the off-trade as foodservice outlets were not open for the full year and consumers still hesitated before going out to eat and drink due to the fear of getting COVID-19.
Efes Pilsen continued to lead beer in total volume terms in 2021, due its extensive beer portfolio. However, it again lost volume share to its closest competitor, Türk Tuborg Bira ve Malt Sanayii, bringing the total volume shares of the two companies closer.
The on-trade channel is predicted to register double-digit volume CAGR over the forecast period as Turks enjoy more social occasions in bars and restaurants. A strong rebound is expected in the on-trade 2022 driven by the easing of restrictions as vaccination progresses, but also by the return of tourists.
In January 2022, the OTV (excise tax) on alcoholic drinks increased by 47.4% and another increase is expected in July 2022.
The last two years of the review period saw the launch of new and innovative beer products, such as the Efes Glutensiz, a gluten-free beer, by Efes Pilsen AS. Moving forward, the two dominant players in the sector, Efes Pilsen and Turk Tuborg are expected to focus on bringing value-added and more sophisticated beer products to the beer category to compete for a greater share.
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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 Definitions
This report originates from Passport, our Beer research and analysis database.
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