In 2018, demand from the younger demographic continued to drive growth of energy drinks, comprising the primary consumer group of these products. Additionally, the switch away from carbonates also benefitted sales of energy drinks, due to their perceived functionality and their claim of revitalising.
In 2018, on-trade volume sales of energy drinks performed better than off-trade. Although on-trade sales of energy drinks recorded a decline in 2016 as a result of adverse economic and political conditions in the country, in 2017 positive growth was noted.
Although reduced sugar energy drinks continued to hold minor share, they have good potential for growth. Due to the demand for reduced sugar products in the overall soft drinks environment due to the rising health and wellness trend, value and volume sales of these products are expected to perform well over the forecast period.
In 2018, Red Bull Gida Dagitim strengthened its lead of energy drinks, with its leading brand Red Bull. Coca-Cola Içecek lost off-trade value share but retained its second ranking with its Burn brand.
In 2018, Monster Energy (Monster Energy Turkiye), registered the highest actual off-trade value sales growth, in addition to gaining share, particularly from Burn.
Among the most important strategies for gaining share, energy drinks companies operate stands at universities and sponsored musical/sporting events. Companies target the young population, which is the main audience to consume energy drinks.
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Discover the latest market trends and uncover sources of future market growth for the Energy Drinks industry in Turkey with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.