Cider/perry is unlikely to develop beyond its current modest size to emerge as a major mainstream category of alcoholic drinks in Turkey before the end of the forecast period. As mentioned above, the main factor holding back the development of cider/perry in Turkey is that relatively few consumers are even aware of these products, which makes it difficult for category layers to justify investing in the development of new products and/or marketing campaigns, due to the likelihood that they would be unable to obtain acceptable returns on their investment.
Some of the pressure on demand for cider/perry in Turkey during the forecast period is expected to come from rising unit prices in the category. Indeed, the average unit price of cider/perry is expected to continue rising significantly over the forecast period due to high inflation, with some observers claiming that further devaluation of the Turkish lira will be inevitable.
Supermarkets is set to remain the dominant off-trade distribution channel for cider/perry in Turkey over the forecast period, with hypermarkets and alcoholic drinks specialists set to account for the remaining sales. Whereas alcoholic drinks specialists tend to allocate very limited shelf space to cider/perry due to the wide variety of products covering all categories of alcoholic drinks that they have to showcase in a very small space, supermarkets and hypermarkets have a major advantage as their far greater size means that they are able to present a very wide range of cider/perry and in this way encourage consumers to try the product.
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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 Definitions
This report originates from Passport, our Cider/Perry research and analysis database.
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