Cider/perry is not popular in Turkey, as there is no local tradition of consumption, and so it remained the smallest alcoholic drinks category at the end of the review period. Despite the low base, the category saw positive growth in 2021 driven by the recovery in the on-trade channel following the re-opening of foodservice outlets in the second half of the year.
The OTV excise taxes on alcoholic drinks were not increased between July-December 2021, which meant that retail price increases were kept to a minimum. However, since the majority of category sales came from imported brands, higher import costs still led to some unit price increases.
The competitive environment in cider/perry remained highly concentrated in 2021, with only two players holding double-digit volume shares. In 2021, the total volume share held by the Strongbow brand from the leading company Kavaklidere Saraplari increased marginally from an already dominant position.
Over the forecast period, cider/perry is predicted to register a positive total volume CAGR, in comparison to the negative CAGR recorded over the review period. The rising levels of tourism in 2022, with Turkey appearing as a comparatively cheaper tourist destination due to the devaluation of the Turkish Lira, is expected to positively affect cider/perry.
Strongbow is predicted to remain the leading brand in the category in the forecast period with brand volume share remaining quite stagnant. Kavaklidere Saraplari, which owns Strongbow, is therefore set to maintain its dominant position, followed by Akberg Sirince Sarapcilik Hayvancilik Tarim Urunleri Gid Tuk San ve Tic.
Cider/perry was largely sold through supermarkets at the end of the review period, since higher income consumers who visit these outlets tend to use this channel to explore different alcoholic drinks. This trend is expected to continue into 2026, with the volume share of supermarkets continuing to rise.
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Cider/Perry
Cider is made from fermented apple juice while perry is made from fermented pear juice. Both artisanal and industrial cider/perry are included.
See All of Our DefinitionsThis report originates from Passport, our Cider/Perry research and analysis database.
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