Carbonates in Turkey

PROSPECTS

Carbonates receives strong competition from other soft drinks

In 2018, carbonates continued to receive strong competition from other soft drinks considered to be healthier, particularly from RTD tea, bottled water and more recently RTD coffee. This is predominantly the case for regular cola carbonates, which suffers from a more negative health perception compared to other carbonates due to not only being a cola product but also owing to its high sugar content.

Low calorie cola registers highest off-trade performance

In 2018, low calorie cola carbonates recorded the highest off-trade volume and current value growth. Low calorie cola is regarded as healthier than regular cola because of its low or no sugar content.

On-trade channel benefits from improving tourism in the country

In 2018, on-trade volume sales of carbonates recorded considerably higher growth compared to off-trade, registering a double-digit increase. The rising tourism rate in the country and higher number of people dining out were the reasons behind this performance.

COMPETITIVE LANDSCAPE

Coca-Cola Içecek AS retains leadership of carbonates

In 2018, Coca-Cola Içecek strengthened its dominant leadership of carbonates in off-trade value terms by gaining further share. The company owns flagship brand Coca-Cola under cola carbonates, and Fanta, Sprite and Schweppes under non-cola carbonates.

Launch of functional/fortified products stimulate growth of carbonates

In 2018, one of the main determinants of growth was the launch of new products that aimed to curb the negative image of carbonates as unhealthy. Therefore, companies launched a higher number of reduced sugar non-cola carbonates.

Companies target young demographic in advertising campaigns

In 2018, carbonates companies continued to target young consumers in their advertising campaigns. The main themes in these campaigns were refreshment and high energy.

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