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Juice in Turkey
January 2022
2021 DEVELOPMENTS
Deteriorating economic conditions lead to the volume decline in juice
Following the outbreak of COVID-19 in Turkey, the disposable incomes of consumers diminished due to job losses and the continuing devaluation of the local currency. This led people to refrain from purchasing beverages that have higher unit prices.
Juice drinks demonstrates best performance thanks to low shelf prices
Juice drinks will see the best off-trade volume performance within the juice category in 2021, gaining considerable share at the expense of nectars and 100% juice, thanks to its favourable prices. With people continuing to spend extended time at home, Turks of all income brackets are seeking healthier beverages to consume from home.
Companies shifted their focus away from juice
Since most soft drinks manufacturers do not currently see much potential in juice, they avoided investing in this category during the pandemic. With a limited number of new products and advertising campaigns, growth in juice has been somewhat curtailed.
PROSPECTS AND OPPORTUNITIES
Better economic prospects anticipated to lead to growth in juice
Off-trade volume sales of juice are expected to register a single digit CAGR over the forecast period – a positive result when compared with the declining historic CAGR. The anticipated improved economic conditions and disposable incomes of consumers, in line with the shrinking effects of COVID-19, will largely be responsible for this as consumers will be willing to spend on purchasing juice products with greater health benefits and higher prices, such as 100% juice.
The on-trade channel is to regain the volume sales it lost
Although the on-trade volume sales of juice saw a double-digit decline in the first year of the pandemic, sales will improve in 2021 and continue to recover over the forecast period. There is expected to be particularly strong growth in 2022 in line with the re-opening of foodservices outlets and the progress of the vaccination programme encouraging a greater number of people to go out to eat and drink.
Share of private label to increase, with e-commerce also set to gain ground
The share of private label products is expected to increase considerably over the forecast period. With price-sensitivity still in place, especially across the early forecast period, many consumers will be looking to trade down or to switch to more affordable products.
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Overview:
Understand the latest market trends and future growth opportunities for the Juice 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.
If you're in the Juice 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 Juice 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 Juice in Turkey?
To what extent are health considerations impacting consumption of Juice in Turkey?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Juice in Turkey?
Which are the leading brands in Juice in Turkey?
What potential exists for multinational or domestic soft drinks companies to expand in Turkey?
How are products distributed in Juice in Turkey?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Juice?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Juice in Turkey - Category analysis
KEY DATA FINDINGS
2021 DEVELOPMENTS
Deteriorating economic conditions lead to the volume decline in juice
Juice drinks demonstrates best performance thanks to low shelf prices
Companies shifted their focus away from juice
PROSPECTS AND OPPORTUNITIES
Better economic prospects anticipated to lead to growth in juice
The on-trade channel is to regain the volume sales it lost
Share of private label to increase, with e-commerce also set to gain ground
CATEGORY DATA
Table 1 Off-trade Sales of Juice by Category: Volume 2016-2021Table 2 Off-trade Sales of Juice by Category: Value 2016-2021Table 3 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 4 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 5 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 6 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 7 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 8 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 9 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 10 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 11 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 12 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026
Table 13 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 14 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 15 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 16 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 17 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 18 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 19 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 20 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 21 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 22 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 23 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 24 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 25 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 26 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 27 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 28 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 29 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 30 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 31 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 32 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 33 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 34 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 37 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 39 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 40 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 41 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 42 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 43 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 44 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026
APPENDIX
Fountain sales in Turkey
Trends
DISCLAIMER
SOURCES
Summary 1 Research Sources
The following categories and subcategories are included:
Juice
Not from Concentrate 100% Juice
Reconstituted 100% Juice
Juice Drinks (up to 24% Juice)
Nectars
Coconut and Other Plant Waters
Juice
This category covers all still packaged juice obtained from fruits or vegetables by mechanical processes, reconstituted or fresh, often including pulp or fruit/vegetable puree. All unpackaged juices are excluded. Only still drinks are included here. Carbonated varieties are included non-cola carbonates. Juice-flavoured milk drinks and fruit shakes which are primarily milk are excluded–these are instead tracked in Packaged Foods Dairy. However, if the juice component is greater, the product is to be excluded from Packaged Foods Dairy coverage and tracked under the relevant category (based on % juice content) within Soft Drinks juice. This sector is the aggregation of 100% juice, nectars (25-99% juice content), juice drinks (up to 24% juice content), and coconut & other plant waters.