Bottled Water in Turkey

PROSPECTS

Smaller packages of bottled water gain share from bulk water

In 2018, still bottled water continued to hold the highest share of off-trade volume sales within bottled water. Within total still bottled water, the 19-litre “demijohn” format continued to hold the highest share of overall volume sales, although it continued to lose share to non-bulk bottled water at the end of the review period, registering negative volume growth.

Price-sensitive Turkish consumers are major influence over sales

The average off-trade unit price for bottled water demonstrated double-digit value growth in 2018 due to rising inflation and increasing production costs. Turkish consumers are highly price sensitive, especially since the quality of tap water is low in the country and Turks depend on bottled water for drinking water and even for cooking purposes.

Carbonated natural mineral bottled water is the best performer

Carbonated natural mineral bottled water registered the highest off-trade volume growth in 2018. Over the forecast period, consumer demand for refreshing and natural products is expected to continue to lead to higher sales for this type of bottled water.

COMPETITIVE LANDSCAPE

Sirmagrup Icecek strengthens leading position within bottled water

In 2018, Sirmagrup Icecek strengthened its leadership of bottled water in off-trade value terms, gaining further share. The previous year, it experienced strong competition from its close rival Nestlé Waters.

Local companies dominate bottled water sales

The competitive environment of bottled water remained highly fragmented in 2018, with local companies holding dominant off-trade value share, despite the category being led by multinationals. There was a high number of bottled water producers at the end of the review period, mostly composed of small local manufacturers, and thus the share of “others” was high.

Innovations in bottled water are largely in terms of packaging design

In the last two years of the review period, there was a number of new product launches, such as Pinar Frii, flavoured carbonated bottled water launched by Pinar Süt Mamülleri San ve Tic in 2017, available in five flavours and packaged in 250ml glass bottles designed by Defne Koz. However, most new launches were in terms of packaging designs and formats.

Files are delivered directly into your account within a few minutes of purchase.