In 2018, better for you (BFY) beverages registered high double-digit value growth, in comparison to the review period’s single-digit value CAGR. New product launches, promotions and company investments in distribution stimulated the sales.
BFY reduced-sugar beverages drives the overall value growth, coming mainly from soft drinks. Reduced-sugar cola carbonates, non-cola carbonates and RTD tea were the categories that saw the highest growth.
The growing problem of an obese and overweight population within the country is another factor that contributes to the growth of BFY beverages. According to the World Health Organisation, one third of the population was obese whilst another one third was overweight in 2017.
Coca-Cola Içecek was the leading company within BFY beverages in 2018. The company owns the leading brand Coca-Cola Light and the popular new brand Coca-Cola Sekersiz (no sugar), which are both listed under standard low-calorie cola.
In the last two years of the review period, there were a number of new product developments and promotion campaigns within BFY beverages. The most important new product development was Coca-Cola Sekersiz by Coca-Cola Icecek in 2018 under reduced-calorie cola carbonates.
In 2018, multinational companies owned the dominant share of total BFY products value sales. The three leading companies, Coca-Cola Içecek, Pepsi-Cola International Tanitim and Nestlé Gida Sanayii held a combined majority share.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Better For You Beverages industry in Turkey with research from Euromonitor's team of in-country analysts.
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The Better For You Beverages in Turkey market research report includes:
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