Bottled Water in Turkey

PROSPECTS

Demand for bottled water under pressure as consumers seek alternatives

During 2019, still bottled water recorded relatively slow volume growth as the high growth rates registered earlier in the review period gave way to very moderate sales increases. This is due in no small part to the rising numbers of households in Turkey have tap water filtration systems installed under their kitchen sinks.

Rising unit prices hit sales growth in bottled water

High consumer price inflation continues to affect numerous consumer goods categories in Turkey. The background to this situation is the adverse economic situation in the country, which has led to the exchange value of the Turkish lira declining substantially.

Traditional status products remain the most popular despite innovation

Towards the end of the review period, some of the category’s leading players sought to expand the range of product they offer in bottled water. In particular, flavoured bottled water is increasingly seen on retail shelves.

COMPETITIVE LANDSCAPE

Sirmagrup Içecek and Nestlé Waters continue to lead sales

2019 saw Sirmagrup Içecek and Nestlé Waters strengthen their strong leading positions in bottled water as each company gained value and volume share. These two companies are locked in fierce rivalry, with Nestlé Waters’ leading brand Erikli and Sirma from Sirmagrup Içecek both very well-known and well-established in still bottled water.

Low prices and improved distribution contribute to Sirma’s surge

2019 saw Turkey’s leading bottled water brand Sirma generate positive growth in its volume share, a repeat of the brand’s positive performance during the previous year. This can be at least partially attributed to the 100% share acquisition of the brand’s parent company Sirmagrup Içecek by French multinational fmcg giant Danone in 2018.

Packaging remains a focus for innovation in the category

Towards the end of the review period, many of the companies present in bottled water invested significant sums in redesigning the packaging of their products. In 2018 for instance, Erbak-Uludag Mesrubatlari launched its Uludag Premium brand of still natural mineral water in 400ml and 1-litre PET bottles which look like glass bottles, specifically for the on-trade.

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