Juice in Turkey

PROSPECTS

Consumers make purchasing decisions based on pricing and healthiness of products

In 2018, the most important factor to influence consumers when choosing juice was the pricing. The average unit price of juice recorded double-digit off-trade current value growth following the depreciation of the Turkish Lira as a result of increased production costs and high inflation.

On-trade channel registers better performance than off-trade

In 2018, the on-trade volume sales of juice registered above average growth, due mainly to rising tourism and the rate of local consumer dining out. Over the forecast period, this trend is expected to linger, with on-trade volume growth of juice performing better than off-trade volume sales.

COMPETITIVE LANDSCAPE

Coca-Cola Içecek strengthens leadership of juice

In 2018, Coca-Cola Içecek retained its leading position in juice in off-trade value terms. The company’s Cappy brand enjoys expansive distribution across the grocery channel and received strong advertising and promotional support.

Local companies dominate juice

Although Coca-Cola Içecek led overall juice in 2018, the remaining off-trade value share was held by well-established local companies, such as Dimes Gida San ve Ticaret AS, Erbak-Uludag Mesrubatlari AS and Tamek Gida ve Konsantre Sanayi AS. Whereas Dimes Gida is the leading local juice company (ranked second overall), Tamek Gida is the most established local juice company.

Companies launch new products that stimulate value growth

In 2018, new product launches continued to be one of the most important strategies of increasing value sales. New launches concentrated on providing refreshment and meeting rising consumer demand for nutritionally-richer products.

Files are delivered directly into your account within a few minutes of purchase.