Juice in Turkey

PROSPECTS

Rising prices due to new taxes influence sales trends in juice

2018 saw the introduction of 10% ÖTV (excise tax) on all juice sold in Turkey. The tax is levied according to fruit content and this has led to rising prices, which have in turn negatively affected consumer demand.

Nectars remains the dominant juice category

At the end of the review period, nectars was still by far the juice category with the highest value and volume sales. This is despite the falling volume sales seen in the category in recent years, with strong declines seen in total volume sales of nectars over the course of 2019.

Changes in consumption due to rising prices influence industry players

The significant increase registered in the average unit price of juice in 2019 was the result of the imposition of a new tax regime. Specifically, products with higher fruit content now attract considerably more tax, making them less affordable for consumers.

COMPETITIVE LANDSCAPE

Coca-Cola Içecek leads juice via its virtually ubiquitous brand Cappy

Coca-Cola Içecek maintained its strong leading position in juice in 2019 as its Cappy brand remained a virtually constant presence in un-trade and off-trade outlets around the country. The company’s volume and value shares in the category also increased over the course of the year.

Buoyant demand for health products benefits sales of juice

2019 saw further increases in demand for health and wellness products across all soft drinks categories. This resulted in a positive performance for not from concentrate 100% juice during the year, a continuation of the positive trends seen in the category during 2018.

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