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Bottled Water in Turkey
January 2022
2021 DEVELOPMENTS
The health and wellness trend stimulates the consumption of flavoured and carbonated bottled water
Following the onset of the pandemic, consumer awareness for immunity and health became strengthened as consumers sought to avoid the most severe effects of the COVID-19 virus. As such, demand for carbonated and sparkling flavoured bottled water (which benefit from their healthy mineral content) strongly increased, leading to double-digit off-trade volume and value growth for both categories in both years of the pandemic.
Increased household penetration of water purifiers and filters negatively affects off-trade sales of still bottled water
Given the increased home consumption of bottled water for both drinking and cooking purposes during the pandemic, more consumers sought to purchase household water purifiers and filter systems. Such devices allow consumers to improve the quality of their tap water and thus they have little need to purchase bottled water.
Companies vie for consumer attention by introducing alternative pack sizes
With consumer needs seeing rapid changes during the pandemic, bottled water companies have sought to capture consumer attention by introducing different formats of packaging. Consumers who could not afford or were not interested in water filter systems continued to buy in bulk, particularly via modern grocery retailers.
PROSPECTS AND OPPORTUNITIES
Increasing on-the-go consumption is set to drive growth of solo packs
Off-trade volume sales of still bottled water are expected to increase over the forecast period in line with the expected reopening of schools, workplaces, and leisure outlets. With consumers starting to travel and commute to these venues again, on-the-go consumption of bottled water will increase leading to purchases of small or single-format bottles.
On-trade expected to recover as foodservice outlet traffic increases
From the middle of 2021 onwards, on-trade volume sales of bottled water are projected to recover, leading to an overall single digit CAGR over the forecast period. The reduced effect of COVID-19 is predicted to lead to the re-opening of foodservice outlets, a greater number of people eating and drinking out, and a boost in the number of both domestic and international tourists in the country.
Greater investment anticipated thanks to healthy category perception and popularity
Carbonated bottled water and flavoured bottled water both have a good potential for growth in the forecast period due to their natural and healthy content. They are particularly enjoying rising popularity amongst the younger generation.
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Overview:
Understand the latest market trends and future growth opportunities for the Bottled Water industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Bottled Water industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Bottled Water in Turkey report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Bottled Water in Turkey?
To what extent are health considerations impacting consumption of Bottled Water in Turkey?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Bottled Water in Turkey?
Which are the leading brands in Bottled Water in Turkey?
What potential exists for multinational or domestic soft drinks companies to expand in Turkey?
How are products distributed in Bottled Water in Turkey?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Bottled Water?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Bottled Water in Turkey - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
The health and wellness trend stimulates the consumption of flavoured and carbonated bottled water
Increased household penetration of water purifiers and filters negatively affects off-trade sales of still bottled water
Companies vie for consumer attention by introducing alternative pack sizes
PROSPECTS AND OPPORTUNITIES
Increasing on-the-go consumption is set to drive growth of solo packs
On-trade expected to recover as foodservice outlet traffic increases
Greater investment anticipated thanks to healthy category perception and popularity
CATEGORY DATA
Table 1 Off-trade Sales of Bottled Water by Category: Volume 2016-2021Table 2 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 3 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 4 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 6 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 7 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 8 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 9 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 10 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 11 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 12 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026
Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 23 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Turkey
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Bottled Water
Carbonated Natural Mineral Bottled Water
Carbonated Spring Bottled Water
Carbonated Purified Bottled Water
Still Flavoured Bottled Water
Sparkling Flavoured Bottled Water
Functional Bottled Water
Still Natural Mineral Bottled Water
Still Spring Bottled Water
Still Purified Bottled Water
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