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Carbonates in Turkey
January 2022
2021 DEVELOPMENTS
Demand for carbonates continues to grow as price-sensitivity leads to boom in multipack popularity
In 2021, carbonates will continue to benefit from the high number of people staying at home due to fears of and restrictions relating to COVID-19. The greater amount of time at home translated into more consumption occasions and therefore higher sales of these products.
Despite preference for cola-carbonates, non-cola carbonates continues to see some positive trends
In 2021, cola carbonates will demonstrate a better performance than non-cola carbonates, with regular cola carbonates set to record the highest off-trade volume and value growth. The Turkish population is generally quite accustomed to consuming regular cola carbonates, putting low-calorie cola carbonates at a disadvantage since the visibility of “no sugar” products is low.
The share of local brands went up under lemonade/lime
Lemonade/lime, also known as “gazoz” in the country, is a mature product. There are several local brands with presence in this category, which hold a leading share of total category sales.
PROSPECTS AND OPPORTUNITIES
Carbonates to see growth with demand for multipacks and on-the-go packaging increasing
Over the forecast period, sales of carbonates are predicted to increase with the leading companies set to invest in the advertisement and distribution of new products. These new products are likely to focus on new ingredients, flavours, and packaging.
Reduced sugar carbonates to receive greater focus of the manufacturers
Over the forecast period, companies are expected to continue working towards increasing the perception for “no sugar” products among consumers, especially for reduced sugar cola carbonates, through greater number of campaigns for these products. Reduced sugar carbonates have lower production costs as they don’t contain sugar, which will be one reason for more company focus for these products.
Coca-Cola Icecek and Pepsi-Cola Türkiye to retain strong hold on category share
Whilst the pandemic persists, the leading companies Coca-Cola Icecek and Pepsi-Cola Türkiye will continue to register positive volume and value growth, as consumers invest in their favourite carbonates to drink in home seclusion. The former is strongly dominant in the carbonates with around two thirds of the total category share and this unlikely to change in the coming years.
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Overview:
Understand the latest market trends and future growth opportunities for the Carbonates 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 Carbonates 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 Carbonates 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 Carbonates in Turkey?
To what extent are health considerations impacting consumption of Carbonates 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 Carbonates in Turkey?
Which are the leading brands in Carbonates in Turkey?
What potential exists for multinational or domestic soft drinks companies to expand in Turkey?
How are products distributed in Carbonates 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 Carbonates?
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?
Carbonates in Turkey - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Demand for carbonates continues to grow as price-sensitivity leads to boom in multipack popularity
Despite preference for cola-carbonates, non-cola carbonates continues to see some positive trends
The share of local brands went up under lemonade/lime
PROSPECTS AND OPPORTUNITIES
Carbonates to see growth with demand for multipacks and on-the-go packaging increasing
Reduced sugar carbonates to receive greater focus of the manufacturers
Coca-Cola Icecek and Pepsi-Cola Türkiye to retain strong hold on category share
CATEGORY DATA
Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 5 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 6 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 9 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021Table 10 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021Table 11 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 12 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 13 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 14 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 19 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026Table 20 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026
Table 21 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 23 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 25 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 27 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 29 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 31 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 32 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 33 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 34 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 35 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 36 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 37 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 38 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 39 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 40 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 41 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 42 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 43 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 45 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 46 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 47 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 48 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 49 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 50 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 51 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 52 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:
Carbonates
Low Calorie Cola Carbonates
Regular Cola Carbonates
Lemonade/Lime
Ginger Ale
Tonic Water/Other Bitters
Orange Carbonates
Other Non-Cola Carbonates
Carbonates
Sweetened, non-alcoholic drinks containing carbon dioxide are included here. All carbonated products containing fruit juice (“sparkling juices”) are included here, unless they are tea-based (these are included in carbonated RTD tea) or carbonated Energy drinks, which are included in Energy Drinks. Carbonated bottled water is also excluded. Carbonates are an aggregation of cola carbonates and non-cola carbonates, whether regular or low calorie. Euromonitor International includes both naturally and artificially-sweetened carbonates.