The ongoing exchange rate value depreciation of the Turkish lira against foreign currencies, rising food prices and rising interest rates intensified significantly over the second half of 2018, hampering growth in the number of transactions and outlets in cafés/bars. The intensifying macroeconomic deterioration led to a significant slowdown in outlet growth and a decline in the number of transactions, whilst current value sales continued to record a strong performance due to significant price increases.
Although in Turkey the main hot drinks consumed continue to be tea and Turkish coffee, other variants of coffee drinks prepared by different methods are becoming increasingly popular, especially amongst young urban consumers. Moreover, consumer awareness of the different coffee tastes from different coffee beans continues to increase significantly, due to regular coffee festivals which bring together leading specialist coffee shop operators at big events in urban centres.
From 2016, the number of incoming tourists increased steadily. This trend continued in 2018, positively affecting the performance of overall cafés/bars.
In 2018, despite the strong presence of international brands such as Starbucks, local brands continued to dominate outlet numbers, transaction volumes and value sales. Nevertheless, international brands such as Starbucks continued to record stronger growth, due to their high level of brand awareness, regular new product developments, service innovations and outlet expansion.
Yasar Dondurma ve Gida continued to lead cafés/bars in value terms in 2018, whilst ranking second in terms of number of outlets and transaction volumes. Through its Mado Café brand, the company enjoys strong outlet penetration and brand awareness.
In 2019, the downwards pressure due to the macroeconomic deterioration experienced in 2018 is set to be felt even more strongly, leading to outlet closures and a decline in transaction volumes. Over the forecast period, leading companies are set to invest more in sustainable growth rather than outlet expansion, which will pull down outlet growth compared with the review period.
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Discover the latest market trends and uncover sources of future market growth for the Cafés/Bars industry in Turkey with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Consumer Foodservice market research database.