Due to the outbreak of COVID-19 in Turkey, the government installed restrictions from the end of March, closing foodservice outlets until June. Therefore, all cafés, restaurants and bars were closed in the country for three months.
The outbreak of COVID-19 saw many consumers in Turkey out of work, with others working from home, creating worry and anxiety around future job and financial security. With financial insecurity high, consumers shopping behaviours adapted, with many looking for lower-priced goods.
In 2020, e-commerce is set to record very high levels of growth, since a higher number of consumers are spending time within the home. Although consumers continued to shop for coffee from modern grocery retailers, e-commerce is set to record growth, allowing those consumers who were wary of socialising in public, a safer solution to shopping.
From 2021, foodservice volume sales of coffee is set to recover, as consumers spend more time outside of the home, returning to foodservice outlets. Foodservice volume growth is then set to be positive for the rest of the forecast period, recording double-digit growth each year, with consumers’ confident to visit shopping centres, dine and drink outside in foodservice outlets once more.
Retail sales of coffee is also predicted to register a positive CAGR in volume terms across the forecast period, albeit at a single-digit rate. Following 5% volume growth in 2020, growth is set to decline year on year, leading to a 3% CAGR.
The share of private label is expected to increase considerably over the forecast period, particularly in the earlier years of the forecast period, where price-sensitivity will remain high for those impacted by the COVID-19 virus. Therefore, lower prices offered by private label will continue to be appealing, with some consumers having adapted to the taste of private label offerings, from purchasing them during 2020.
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This report originates from Passport, our Coffee research and analysis database.
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