The rising health and wellness trend in the country is an obstacle to high growth of flavoured powder drinks. These products mainly target and are well liked by children.
Other hot drinks continue to be seasonal products, mainly consumed during the cold winter days. The traditional drink sahlep, for example, is only consumed during the winter days and is available in the foodservices outlets only during the winter season.
From 2017, the production of sahlep, a traditional hot drink made from the orchid plant, started receiving government support. The Turkish government stated that it would support the farmers that planted the orchid plant, which is used to make sahlep, as well as ice cream.
In 2018, Nestlé Gida Sanayii remained the leader in other hot drinks with its Nestlé Sicak Cikolata and Nesquik brands under flavoured powder drinks. The company has strong brand recognition and its Nesquik brand in particular is popular with children.
In 2018, the private label share within other hot drinks continued to go up. The most important factor that played a role in the rising share was the rapid value and outlet growth of discounters such as BIM and A101, which are increasingly focussing on developing their private label lines.
At the end of the review period, other hot drinks lacked sufficient marketing support. This one factor curbed the further growth of the category.
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