Executive Summary

Apr 2019
PROSPECTS
BFY beverages records astonishing growth in 2018

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 leads the growth

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.

Growing problem of an obese and overweight population within the country

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.

COMPETITIVE LANDSCAPE
Coca-Cola Icecek is the leader

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.

Companies invest in new product launches and promotions

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.

Multinational players own the dominant share of the value sales

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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Better For You Beverages in Turkey

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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.

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.

The Better For You Beverages 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
  • Production, imports by origin, exports by destination
  • Robust and transparent market research methodology, conducted in-country

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 Passport market research database.

Better For You Beverages in Turkey - Category analysis

HEADLINES

PROSPECTS

BFY beverages records astonishing growth in 2018
BFY reduced-sugar beverages leads the growth
Growing problem of an obese and overweight population within the country

COMPETITIVE LANDSCAPE

Coca-Cola Icecek is the leader
Companies invest in new product launches and promotions
Multinational players own the dominant share of the value sales

CATEGORY DATA

Table 1 Sales of BFY Beverages by Category: Value 2013-2018
Table 2 Sales of BFY Beverages by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of BFY Beverages: % Value 2014-2018
Table 4 LBN Brand Shares of BFY Beverages: % Value 2015-2018
Table 5 Distribution of BFY Beverages by Format: % Value 2013-2018
Table 6 Forecast Sales of BFY Beverages by Category: Value 2018-2023
Table 7 Forecast Sales of BFY Beverages by Category: % Value Growth 2018-2023

Health and Wellness in Turkey - Industry Overview

EXECUTIVE SUMMARY

Health and wellness in Turkey registers double-digit growth in 2018
Consumer demand for healthy, additive-free and natural products is on the rise
H&W competitive environment is highly fragmented
Independent small grocers lose share to supermarkets
H&W is expected to demonstrate a positive constant value growth over the forecast period

MARKET DATA

Table 8 Sales of Health and Wellness by Type: Value 2013-2018
Table 9 Sales of Health and Wellness by Type: % Value Growth 2013-2018
Table 10 Sales of Health and Wellness by Category: Value 2013-2018
Table 11 Sales of Health and Wellness by Category: % Value Growth 2013-2018
Table 12 Sales of Health and Wellness by Prime Positioning: Value 2013-2018
Table 13 Sales of Health and Wellness by Prime Positioning: % Value Growth 2013-2018
Table 14 NBO Company Shares of Health and Wellness: % Value 2014-2018
Table 15 LBN Brand Shares of Health and Wellness: % Value 2015-2018
Table 16 Distribution of Health and Wellness by Format: % Value 2013-2018
Table 17 Distribution of Health and Wellness by Format and Category: % Value 2018
Table 18 Forecast Sales of Health and Wellness by Type: Value 2018-2023
Table 19 Forecast Sales of Health and Wellness by Type: % Value Growth 2018-2023
Table 20 Forecast Sales of Health and Wellness by Category: Value 2018-2023
Table 21 Forecast Sales of Health and Wellness by Category: % Value Growth 2018-2023
Table 22 Forecast Sales of Health and Wellness by Prime Positioning: Value 2018-2023
Table 23 Forecast Sales of Health and Wellness by Prime Positioning: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources