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Hot Drinks in Turkey
January 2022
Hot drinks in 2021: The big picture
In 2021, retail volume sales of hot drinks will continue to increase thanks to the extension of COVID-19 lockdowns and Turkish people continuing to stay at home, particularly during the first half of the year. There is a strong cultural tradition of consuming large amounts of tea daily (with Turkey having the highest per capita consumption of tea in the world), as well as coffee, which naturally aided sales.
2021 key trends
Average unit prices for hot drinks will increase further in 2021 due to the devaluation of the Turkish Lira against the US Dollar and the Euro. This will particularly impact prices of imported brands as well as other hot drinks, which suffers from expensive production and raw materials costs.
Company response
In response to the outbreak of COVID-19, manufacturers in Turkey did not have to stop production. However, extra precautions were put in place for the safety of workers and employees, leading to rising costs.
Retailing shift
Distributors of hot drinks in Turkey adapted to the pandemic conditions swiftly, and as such, supply of hot drinks was not affected by COVID-19. Following triple-digit growth in 2020, the sales via e-commerce will continue to grow in 2021 at a double-digit rate.
Foodservice vs retail split
The closure of foodservice outlets and the increased time spent at home during the first half of the year continued to boost retail sales of tea and coffee. Consumers who used to enjoy coffee from coffee specialists frequently, opted to purchase premium retail alternatives to be consumed at home and create a more artisan experience.
What next for hot drinks?
The total volume sales of hot drinks is projected to demonstrate higher CAGR growth than the review period CAGR as the country continues to recover from the impact of the COVID-19 pandemic. Growth is expected to be stimulated mainly by the on-trade channel with consumers returning to on-trade outlets, including cafés, restaurants, and bars, to enjoy hot drinks.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot Drinks industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Coffee
Tea
Other Hot Drinks
If you're in the Hot Drinks industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Hot Drinks in Turkey report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Hot Drinks in Turkey?
To what extent are health considerations impacting consumption of Hot Drinks in Turkey?
What are the traditional preferences in Hot Drinks in Turkey? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Turkey?
Which are the leading brands in Hot Drinks in Turkey?
How are products distributed in Hot Drinks in Turkey?
How is the rise of e-commerce changing the retail and competitive landscape?
Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
Where is future growth expected to be most dynamic?
Hot Drinks in Turkey
EXECUTIVE SUMMARY
Hot drinks in 2021: The big picture
2021 key trends
Company response
Retailing shift
Foodservice vs retail split
What next for hot drinks?
Chart 1 Hot Drinks Value Sales Growth Scenarios: 2019-2026Chart 2 Hot Drinks Impact of Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2016-2021Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2016-2021Table 3 Retail Sales of Hot Drinks by Category: Volume 2016-2021Table 4 Retail Sales of Hot Drinks by Category: Value 2016-2021Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2016-2021Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2016-2021Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2016-2021Table 9 Total Sales of Hot Drinks by Category: Total Volume 2016-2021Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2016-2021Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2017-2021Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2018-2021Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2016-2021Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2016-2021Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2021Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2021-2026Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2021-2026Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2021-2026Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2021-2026Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2021-2026Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2021-2026Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2021-2026Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2021-2026Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
Coffee in Turkey
KEY DATA FINDINGS
2021 DEVELOPMENTS
The pandemic drives growth of home consumption and sales via e-commerce
Consumer demand for good quality coffee increases
Currency devaluation and premium trend lead to average unit prices increase
PROSPECTS AND OPPORTUNITIES
Modern coffee habits set to drive retail consumption
Foodservice sales to recover in line with easing of restrictions and return of tourism
E-commerce likely to increase in importance as a distribution channel
CATEGORY DATA
Table 26 Retail Sales of Coffee by Category: Volume 2016-2021Table 27 Retail Sales of Coffee by Category: Value 2016-2021Table 28 Retail Sales of Coffee by Category: % Volume Growth 2016-2021Table 29 Retail Sales of Coffee by Category: % Value Growth 2016-2021Table 30 Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2016-2021Table 31 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2016-2021Table 32 NBO Company Shares of Coffee: % Retail Value 2017-2021Table 33 LBN Brand Shares of Coffee: % Retail Value 2018-2021Table 34 Forecast Retail Sales of Coffee by Category: Volume 2021-2026Table 35 Forecast Retail Sales of Coffee by Category: Value 2021-2026Table 36 Forecast Retail Sales of Coffee by Category: % Volume Growth 2021-2026Table 37 Forecast Retail Sales of Coffee by Category: % Value Growth 2021-2026Table 38 Forecast Retail Sales of Fresh Coffee by Regular vs Decaffeinated: % Volume 2021-2026
Tea in Turkey
KEY DATA FINDINGS
2021 DEVELOPMENTS
Consumption of tea is increasing in line with stay-at-home measures
Fruit/herbal tea and green tea demonstrate best performance thanks to health and wellness properties
Cay Isletmeleri Genel Müdürlügü retains its lead, though private label gains ground
PROSPECTS AND OPPORTUNITIES
Total volume sales anticipated to grow as foodservice recovers and tea retains its strong cultural ties in retail
Other tea leads retail growth across the forecast period, as players invest in white tea
Discounters and e-commerce set for growth as low-income consumers try to avoid unit price increases
CATEGORY DATA
Table 39 Retail Sales of Tea by Category: Volume 2016-2021Table 40 Retail Sales of Tea by Category: Value 2016-2021Table 41 Retail Sales of Tea by Category: % Volume Growth 2016-2021Table 42 Retail Sales of Tea by Category: % Value Growth 2016-2021Table 43 NBO Company Shares of Tea: % Retail Value 2017-2021Table 44 LBN Brand Shares of Tea: % Retail Value 2018-2021Table 45 Forecast Retail Sales of Tea by Category: Volume 2021-2026Table 46 Forecast Retail Sales of Tea by Category: Value 2021-2026Table 47 Forecast Retail Sales of Tea by Category: % Volume Growth 2021-2026Table 48 Forecast Retail Sales of Tea by Category: % Value Growth 2021-2026
Other Hot Drinks in Turkey
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovery begins as foodservice restrictions relax and seasonality fuels home consumption
The devaluation of the Turkish Lira increases price-points of other hot drinks
E-commerce continues to rise thanks to convenience and safety
PROSPECTS AND OPPORTUNITIES
Slowing retail volume growth for other hot drinks; foodservice sales unlikely to make a full recovery
Flavoured powder drinks decline, as other plant-based hot drinks benefit from government incentives
The expansion of discounters will boost sales of private label offerings
CATEGORY DATA
Table 49 Retail Sales of Other Hot Drinks by Category: Volume 2016-2021Table 50 Retail Sales of Other Hot Drinks by Category: Value 2016-2021Table 51 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2016-2021Table 52 Retail Sales of Other Hot Drinks by Category: % Value Growth 2016-2021Table 53 NBO Company Shares of Other Hot Drinks: % Retail Value 2017-2021Table 54 LBN Brand Shares of Other Hot Drinks: % Retail Value 2018-2021Table 55 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2021-2026Table 56 Forecast Retail Sales of Other Hot Drinks by Category: Value 2021-2026Table 57 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2021-2026Table 58 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2021-2026
The following categories and subcategories are included:
Hot Drinks
Fresh Coffee Beans
Fresh Ground Coffee Pods
Standard Fresh Ground Coffee
Regular Instant Standard Coffee
Decaffeinated Instant Standard Coffee
Regular Instant Coffee Mixes
Decaffeinated Instant Coffee Mixes
Loose Black Tea
Tea Bags Black
Fruit/Herbal Tea
Green Tea
Instant Tea
Other Tea
Chocolate-based Flavoured Powder Drinks
Malt-based Hot Drinks
Non-Chocolate-based Flavoured Powder Drinks
Other Plant-based Hot Drinks
Hot Drinks
This is the aggregation of Coffee, Tea, and Other Hot Drinks.