Executive Summary

Mar 2019
PROSPECTS
Demand for functional products by young population

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.

On-trade demonstrates strong double-digit volume growth

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.

Demand for reduced sugar energy drinks is increasing

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.

COMPETITIVE LANDSCAPE
Red Bull Gida Dagitim ve Pazarlama Ticaret Ltd Sti leads energy drinks

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.

Monster Energy Turkiye demonstrates strongest performance

In 2018, Monster Energy (Monster Energy Turkiye), registered the highest actual off-trade value sales growth, in addition to gaining share, particularly from Burn.

Sponsorship activities, promotions and new product launches are key to success

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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Energy Drinks in Turkey

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Overview

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.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Sports and Energy Drinks industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

The Energy Drinks in Turkey market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Sports and Energy Drinks in Turkey?
  • What are the major brands in Turkey?
  • What are key new sports and energy drinks launches and what impact impact did they have on #category#?
  • Who are the key consumers of sports and energy drinks in Turkey?
  • What time of day are sports and energy drinks most commonly consumed?
  • What trends motivate people to drink sports and energy drink in Turkey?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Energy Drinks in Turkey - Category analysis

HEADLINES

PROSPECTS

Demand for functional products by young population
On-trade demonstrates strong double-digit volume growth
Demand for reduced sugar energy drinks is increasing

COMPETITIVE LANDSCAPE

Red Bull Gida Dagitim ve Pazarlama Ticaret Ltd Sti leads energy drinks
Monster Energy Turkiye demonstrates strongest performance
Sponsorship activities, promotions and new product launches are key to success

CATEGORY DATA

Table 1 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 2 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 3 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 4 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 5 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 6 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 7 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 8 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 9 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 10 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 11 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 12 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Soft Drinks in Turkey - Industry Overview

EXECUTIVE SUMMARY

Soft drinks demonstrates above average growth in 2018
Increasing price sensitivity amongst Turkish consumers
Coca-Cola Içecek AS continues to lead soft drinks
Most new product launches target health and wellness
Soft drinks predicted to record positive volume growth over forecast period

MARKET DATA

Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 23 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 25 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 26 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 27 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 28 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 29 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 30 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 31 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 32 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 33 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 34 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 35 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 41 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 42 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 43 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 44 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 45 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Turkey

DEFINITIONS

SOURCES

Summary 1 Research Sources