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Country Report

Soft Drinks in

Soft Drinks in Turkey

71 pages, Mar 2018

US$2,100

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Executive Summary

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Soft drinks registers double-digit off-trade value growth in 2017

In 2017, soft drinks demonstrated double-digit off-trade value growth, mainly stimulated by the launch of new and sophisticated products in the last two years of the review period. The market also benefited from the improved political and economic environment from the previous year, which also had a positive effect on consumption levels.

The trend is towards healthier soft drinks

In 2017, there was an increasing consumer trend towards healthier and more natural soft drinks. This translated into a switch away from soft drinks that are considered to be unhealthy, carbonates in particular, to healthier products such as 100% juice and RTD tea.

Coca-Cola Içecek AS remains overall leader

In 2017, Coca-Cola Içecek AS continued to be the leading company within soft drinks. The company’s strength is derived from its strong presence across all categories, holding the leading position within carbonates and juice.

Manufacturers differentiate their products in terms of packaging and flavour

In the last two years of the review period, new product launches of soft drinks concentrated on flavour and packaging differentiation. For example, Pepsi-Cola International Tanitim launched Tropicana Elmali Yesil Limonata in 2017, a green lemonade product produced with the addition of green apples.

Soft drinks is predicted to register improved value growth

Over the forecast period, soft drinks is expected to register higher value growth at constant 2017 prices in comparison with the review period. Improved economic and political conditions in the country, alongside an increasing number of new product developments and advertisements are predicted to stimulate growth.

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Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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Overview

Discover the latest market trends and uncover sources of future market growth for the Soft Drinks industry in Turkey with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Soft Drinks industry in Turkey, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Turkey for free:

The Soft Drinks in Turkey market research report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volumes and values, company and brand market shares
Five year forecasts of market trends and market growth
Production, imports by origin, exports by destination
Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in Turkey?
What are the major brands in Turkey?
What potential exists for multinational vs. local soft drinks companies looking to increase market share?
How have changing social attitudes affected soft drink sales?
How have sustainability issues; such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, affected the soft drink industry?

Why buy this report?

Gain competitive intelligence about market leaders
Track key industry trends, opportunities and threats
Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

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Soft Drinks in Turkey

EXECUTIVE SUMMARY

Soft drinks registers double-digit off-trade value growth in 2017

The trend is towards healthier soft drinks

Coca-Cola Içecek AS remains overall leader

Manufacturers differentiate their products in terms of packaging and flavour

Soft drinks is predicted to register improved value growth

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2012-2017
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2012-2017
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2012-2017
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2012-2017
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2017
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2017
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2017
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2017
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2012-2017
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2012-2017
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2012-2017
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2012-2017
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2012-2017
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2012-2017
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2013-2017
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2017
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2013-2017
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2014-2017
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2012-2017
Table 20 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2017
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2017-2022
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2017-2022
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2017-2022
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2017-2022
Table 25 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2017-2022
Table 26 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2017-2022
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: Value 2017-2022
Table 28 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2017-2022
Table 29 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2017-2022
Table 30 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2017-2022

APPENDIX

Fountain sales in Turkey

Trends

SOURCES

Summary 1 Research Sources

RTD Coffee in Turkey

PROSPECTS

Carbonates in Turkey

HEADLINES

PROSPECTS

Growth of carbonates curbed by increasing health and wellness trend

Non-cola carbonates to register positive volume and value growth

Good prospects for some carbonates over the forecast period

COMPETITIVE LANDSCAPE

Coca-Cola Içecek AS dominates carbonates

Share of international companies increases marginally

Companies focus on young consumers in their marketing activities

CATEGORY DATA

Table 31 Off-trade vs On-trade Sales of Carbonates: Volume 2012-2017
Table 32 Off-trade vs On-trade Sales of Carbonates: Value 2012-2017
Table 33 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2012-2017
Table 34 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2012-2017
Table 35 Off-trade Sales of Carbonates by Category: Volume 2012-2017
Table 36 Off-trade Sales of Carbonates by Category: Value 2012-2017
Table 37 Off-trade Sales of Carbonates by Category: % Volume Growth 2012-2017
Table 38 Off-trade Sales of Carbonates by Category: % Value Growth 2012-2017
Table 39 Total Sales of Carbonates by Fountain On-trade: Volume 2012-2017
Table 40 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2012-2017
Table 41 NBO Company Shares of Off-trade Carbonates: % Volume 2013-2017
Table 42 LBN Brand Shares of Off-trade Carbonates: % Volume 2014-2017
Table 43 NBO Company Shares of Off-trade Carbonates: % Value 2013-2017
Table 44 LBN Brand Shares of Off-trade Carbonates: % Value 2014-2017
Table 45 Forecast Off-trade Sales of Carbonates by Category: Volume 2017-2022
Table 46 Forecast Off-trade Sales of Carbonates by Category: Value 2017-2022
Table 47 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2017-2022
Table 48 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2017-2022
Table 49 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2017-2022
Table 50 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2017-2022

Concentrates in Turkey

HEADLINES

PROSPECTS

Concentrates preferred by lower-income consumers

Availability of concentrates is lower compared to beginning of review period

Average unit prices of concentrates to decline

COMPETITIVE LANDSCAPE

Nazli Gida AS continues to lead concentrates

Domestic companies dominate share

Concentrates lacks marketing support

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 51 Off-trade Sales of Concentrates (RTD) by Category: Volume 2012-2017
Table 52 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2012-2017
Table 53 Off-trade Sales of Concentrates by Category: Value 2012-2017
Table 54 Off-trade Sales of Concentrates by Category: % Value Growth 2012-2017
Table 55 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2013-2017
Table 56 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2014-2017
Table 57 NBO Company Shares of Off-trade Concentrates: % Value 2013-2017
Table 58 LBN Brand Shares of Off-trade Concentrates: % Value 2014-2017
Table 59 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2013-2017
Table 60 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2017
Table 61 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2013-2017
Table 62 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2017
Table 63 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2017-2022
Table 64 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2017-2022
Table 65 Forecast Off-trade Sales of Concentrates by Category: Value 2017-2022
Table 66 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2017-2022

Energy Drinks in Turkey

HEADLINES

PROSPECTS

Young demographic continues to be the main determinant of growth

On-trade sales of energy drinks to recover from negative trends of 2016

Average unit price of energy drinks to decline

COMPETITIVE LANDSCAPE

Red Bull and Burn lead energy drinks

Promotions and events are key to company success

Local companies hold low share within energy drinks

CATEGORY DATA

Table 67 Off-trade Sales of Energy Drinks: Volume 2012-2017
Table 68 Off-trade Sales of Energy Drinks: Value 2012-2017
Table 69 Off-trade Sales of Energy Drinks: % Volume Growth 2012-2017
Table 70 Off-trade Sales of Energy Drinks: % Value Growth 2012-2017
Table 71 NBO Company Shares of Off-trade Energy Drinks: % Volume 2013-2017
Table 72 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2014-2017
Table 73 NBO Company Shares of Off-trade Energy Drinks: % Value 2013-2017
Table 74 LBN Brand Shares of Off-trade Energy Drinks: % Value 2014-2017
Table 75 Forecast Off-trade Sales of Energy Drinks: Volume 2017-2022
Table 76 Forecast Off-trade Sales of Energy Drinks: Value 2017-2022
Table 77 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2017-2022
Table 78 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2017-2022

Juice in Turkey

HEADLINES

PROSPECTS

Increasing demand for higher quality juice drives growth

100% juice to demonstrate the best value growth

Abundance of fresh raw fruit and vegetables is obstacle to strong growth of some juice types

COMPETITIVE LANDSCAPE

Coca-Cola Içecek AS continues to lead juice in 2017

Heavy competition between international and local companies

Family gatherings and nostalgia are key advertising themes for new launches of juice

CATEGORY DATA

Table 79 Off-trade Sales of Juice by Category: Volume 2012-2017
Table 80 Off-trade Sales of Juice by Category: Value 2012-2017
Table 81 Off-trade Sales of Juice by Category: % Volume Growth 2012-2017
Table 82 Off-trade Sales of Juice by Category: % Value Growth 2012-2017
Table 83 Leading Flavours for Off-trade 100% Juice: % Volume 2012-2017
Table 84 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2012-2017
Table 85 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2012-2017
Table 86 NBO Company Shares of Off-trade Juice: % Volume 2013-2017
Table 87 LBN Brand Shares of Off-trade Juice: % Volume 2014-2017
Table 88 NBO Company Shares of Off-trade Juice: % Value 2013-2017
Table 89 LBN Brand Shares of Off-trade Juice: % Value 2014-2017
Table 90 Forecast Off-trade Sales of Juice by Category: Volume 2017-2022
Table 91 Forecast Off-trade Sales of Juice by Category: Value 2017-2022
Table 92 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2017-2022
Table 93 Forecast Off-trade Sales of Juice by Category: % Value Growth 2017-2022

RTD Coffee in Turkey

HEADLINES

PROSPECTS

Improved distribution and greater variety of RTD coffee drives sales

RTD coffee has the potential to become a popular soft drink

Average unit price to see a small decline

COMPETITIVE LANDSCAPE

Nescafé Xpress is dominant brand

Emergence of new brands makes a minor change in the competitive environment

CATEGORY DATA

Table 94 Off-trade Sales of RTD Coffee: Volume 2012-2017
Table 95 Off-trade Sales of RTD Coffee: Value 2012-2017
Table 96 Off-trade Sales of RTD Coffee: % Volume Growth 2012-2017
Table 97 Off-trade Sales of RTD Coffee: % Value Growth 2012-2017
Table 98 NBO Company Shares of Off-trade RTD Coffee: % Volume 2013-2017
Table 99 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2014-2017
Table 100 NBO Company Shares of Off-trade RTD Coffee: % Value 2013-2017
Table 101 LBN Brand Shares of Off-trade RTD Coffee: % Value 2014-2017
Table 102 Forecast Off-trade Sales of RTD Coffee: Volume 2017-2022
Table 103 Forecast Off-trade Sales of RTD Coffee: Value 2017-2022
Table 104 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2017-2022
Table 105 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2017-2022

RTD Tea in Turkey

HEADLINES

PROSPECTS

Good performance of RTD tea continues

RTD tea thrives as a refreshing and healthy drink

Average unit price set to decline

COMPETITIVE LANDSCAPE

Lipton manages to retain its leading position

Increased competition between international and local companies

RTD tea receives significant marketing support from companies

CATEGORY DATA

Table 106 Off-trade Sales of RTD Tea by Category: Volume 2012-2017
Table 107 Off-trade Sales of RTD Tea by Category: Value 2012-2017
Table 108 Off-trade Sales of RTD Tea by Category: % Volume Growth 2012-2017
Table 109 Off-trade Sales of RTD Tea by Category: % Value Growth 2012-2017
Table 110 Leading Flavours for Off-trade RTD Tea: % Volume 2012-2017
Table 111 NBO Company Shares of Off-trade RTD Tea: % Volume 2013-2017
Table 112 LBN Brand Shares of Off-trade RTD Tea: % Volume 2014-2017
Table 113 NBO Company Shares of Off-trade RTD Tea: % Value 2013-2017
Table 114 LBN Brand Shares of Off-trade RTD Tea: % Value 2014-2017
Table 115 Forecast Off-trade Sales of RTD Tea by Category: Volume 2017-2022
Table 116 Forecast Off-trade Sales of RTD Tea by Category: Value 2017-2022
Table 117 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2017-2022
Table 118 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2017-2022

Sports Drinks in Turkey

HEADLINES

PROSPECTS

Sports drinks challenged by increasing popularity of protein drinks

Lack of marketing support means low consumer awareness

Sports drinks available in limited number of channels

COMPETITIVE LANDSCAPE

Coca-Cola Içecek is the dominant player in sports drinks

CATEGORY DATA

Table 119 Off-trade Sales of Sports Drinks: Volume 2012-2017
Table 120 Off-trade Sales of Sports Drinks: Value 2012-2017
Table 121 Off-trade Sales of Sports Drinks: % Volume Growth 2012-2017
Table 122 Off-trade Sales of Sports Drinks: % Value Growth 2012-2017
Table 123 NBO Company Shares of Off-trade Sports Drinks: % Volume 2013-2017
Table 124 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2014-2017
Table 125 NBO Company Shares of Off-trade Sports Drinks: % Value 2013-2017
Table 126 LBN Brand Shares of Off-trade Sports Drinks: % Value 2014-2017
Table 127 Forecast Off-trade Sales of Sports Drinks: Volume 2017-2022
Table 128 Forecast Off-trade Sales of Sports Drinks: Value 2017-2022
Table 129 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2017-2022
Table 130 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2017-2022

Bottled Water in Turkey

HEADLINES

PROSPECTS

Demijohn format bottled water loses share to PET and glass bottles

Low-quality tap water increases demand for bottled water

Carbonated and flavoured bottled water gain popularity

COMPETITIVE LANDSCAPE

Nestlé leads bottled water

Bottled water is fairly fragmented

Most new product developments related to packaging

CATEGORY DATA

Table 131 Off-trade Sales of Bottled Water by Category: Volume 2012-2017
Table 132 Off-trade Sales of Bottled Water by Category: Value 2012-2017
Table 133 Off-trade Sales of Bottled Water by Category: % Volume Growth 2012-2017
Table 134 Off-trade Sales of Bottled Water by Category: % Value Growth 2012-2017
Table 135 NBO Company Shares of Off-trade Bottled Water: % Volume 2013-2017
Table 136 LBN Brand Shares of Off-trade Bottled Water: % Volume 2014-2017
Table 137 NBO Company Shares of Off-trade Bottled Water: % Value 2013-2017
Table 138 LBN Brand Shares of Off-trade Bottled Water: % Value 2014-2017
Table 139 Forecast Off-trade Sales of Bottled Water by Category: Volume 2017-2022
Table 140 Forecast Off-trade Sales of Bottled Water by Category: Value 2017-2022
Table 141 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2017-2022
Table 142 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2017-2022

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Megatrends

Country Report

Soft Drinks in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

Soft drinks registers double-digit off-trade value growth in 2017

The trend is towards healthier soft drinks

Coca-Cola Içecek AS remains overall leader

Manufacturers differentiate their products in terms of packaging and flavour

Soft drinks is predicted to register improved value growth

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Overview

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Table of Contents

Soft Drinks in Turkey

EXECUTIVE SUMMARY

Soft drinks registers double-digit off-trade value growth in 2017

The trend is towards healthier soft drinks

Coca-Cola Içecek AS remains overall leader

Manufacturers differentiate their products in terms of packaging and flavour

Soft drinks is predicted to register improved value growth

MARKET DATA

APPENDIX

Fountain sales in Turkey

SOURCES

RTD Coffee in Turkey

PROSPECTS

Carbonates in Turkey

HEADLINES

PROSPECTS

Growth of carbonates curbed by increasing health and wellness trend

Non-cola carbonates to register positive volume and value growth

Good prospects for some carbonates over the forecast period

COMPETITIVE LANDSCAPE

Coca-Cola Içecek AS dominates carbonates

Share of international companies increases marginally

Companies focus on young consumers in their marketing activities

CATEGORY DATA

Concentrates in Turkey

HEADLINES

PROSPECTS

Concentrates preferred by lower-income consumers

Availability of concentrates is lower compared to beginning of review period

Average unit prices of concentrates to decline

COMPETITIVE LANDSCAPE

Nazli Gida AS continues to lead concentrates

Domestic companies dominate share

Concentrates lacks marketing support

CATEGORY DATA

Concentrates Conversions

Energy Drinks in Turkey

HEADLINES

PROSPECTS

Young demographic continues to be the main determinant of growth

On-trade sales of energy drinks to recover from negative trends of 2016

Average unit price of energy drinks to decline

COMPETITIVE LANDSCAPE

Red Bull and Burn lead energy drinks

Promotions and events are key to company success

Local companies hold low share within energy drinks

CATEGORY DATA

Juice in Turkey

HEADLINES

PROSPECTS

Increasing demand for higher quality juice drives growth

100% juice to demonstrate the best value growth

Abundance of fresh raw fruit and vegetables is obstacle to strong growth of some juice types

COMPETITIVE LANDSCAPE

Coca-Cola Içecek AS continues to lead juice in 2017

Heavy competition between international and local companies

Family gatherings and nostalgia are key advertising themes for new launches of juice

CATEGORY DATA

RTD Coffee in Turkey

HEADLINES

PROSPECTS

Improved distribution and greater variety of RTD coffee drives sales

RTD coffee has the potential to become a popular soft drink