In 2018, hot drinks in Turkey registered positive retail volume and value growth. Company investments in new product launches, promotions and advertisements played an important role in the growth.
The increasing sales in hot drinks are strongly associated with growing urbanisation and growth of the workforce with higher education levels. The vast majority of the workforce is concentrated in urban areas.
In 2018, the Turkish government-affiliated Çay Isletmeleri Genel Müdürlügü remained the leader in hot drinks due to its leading position in tea, also the largest category within hot drinks. The company also has the highest brand recognition and the best distribution network in the market.
In 2018, the consumer demand was towards value-added products that offer convenience to customers and products that meet the demand for healthier products. For example, under coffee, the number of varieties under instant coffee mixes went up, with companies offering multipacks of these products.
Over the forecast period, hot drinks is forecasted to demonstrate positive total volume growth, stimulated by more investment in advertising and promotions and a continuation of innovative new product developments, all of which will trigger growth. Whilst tea is expected to remain the dominant category, coffee and other hot drinks are expected to be increasingly demanded.
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This industry report originates from Passport, our Hot Drinks market research database.