In 2018, organic beverages demonstrated positive value growth, in comparison to a double-digit value decline in the previous year. The growth of organic beverages is very much determined by the performance of organic tea, which had the vastly dominant share of the total value sales.
Organic beverages saw the lowest sales within health and wellness beverages, as there is a lack of consumer demand for these products. Firstly, in the case of organic tea, Turkey is the only tea-producing country in the world that does not use pesticides in the plantation of tea, so tea produced in Turkey is already considered to be at least semi-organic.
In 2018, the average unit price of organic beverages rose due to increased costs of harvesting, producing and distributing tea and fruit/vegetables. Devaluation of the Turkish lira in 2018 also translated into a significant increase in the cost of imports, as well as machinery and transportation fuel costs.
In 2018, Cay Isletmeleri Genel Müdürlügü (Caykur) held the dominant value share of the total organic beverage sales. Caykur is a government-affiliated company that also leads the regular tea market.
In 2018, international companies owned only a small value share of the total organic beverages sales. Migros, one of the biggest grocery retailers in the country, held a small value share with its organic fruit juices.
At the end of the review period, organic beverages lacked company investment in terms of new product launches and advertisements. Consumers are made aware of these products through shelf spacing in supermarkets and hypermarkets where organic products are placed.
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Overview: Discover the latest market trends and uncover sources of future market growth for the Organic Beverages industry in Turkey with research from Euromonitor's team of in-country analysts.
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The Organic Beverages in Turkey market research report includes:
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