Carbonates in Turkey

PROSPECTS

Health and wellness at the forefront of new product innovation

2019 saw strong positive volume growth recorded in carbonates. Much of this positive growth was driven by the launch of innovative new products, with health and wellness at the forefront of this innovation.

Low-calorie cola carbonates benefits from recent launches

Total volume sales of low-calorie cola carbonates increased substantially over the course of 2019. This strong performance was mainly due to the enhanced focus of category leader Coca-Cola Içecek on Coca-Cola Sekersiz (no-sugar), a brand which was launched during 2018.

Tough economic conditions spur migration from juice to orange carbonates

The adverse economic conditions which prevailed in Turkey towards the end of the review period placed many households throughout the country under extreme pressure. In response, consumers of all income levels have been trading down in many of the products that they buy and consumer on a daily basis.

COMPETITIVE LANDSCAPE

Coca-Cola Içecek maintains its strong leadership in carbonates

Coca-Cola Içecek remained the dominant player in carbonates at the end of the review period. Indeed, the company’s value share increased over the course of 2019 and this can be attributed to the company’s significant investment in advertising.

Health and wellness at the forefront of new product development

Throughout 2018 and 2019, the innovation of the leading players in carbonates focused mainly on the development of new products with health and wellness characteristics. In particular, fortified/functional products and reduced-calorie carbonates were at the forefront of innovation towards the end of the review period.

Advertising campaigns focus on traditional consumption occasions

With carbonates one of the most advertised fmcg categories in Turkey, the leading players continue to invest significant amounts on media advertising campaigns to ensure top-of-mind awareness. During 2019, many of these advertising campaigns emphasised traditionality and customs.

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