Soft Drinks in Turkey

January 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in Turkey report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in Turkey?
  • To what extent are health considerations impacting consumption of Soft Drinks in Turkey?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Turkey?
  • Which are the leading brands in Soft Drinks in Turkey?
  • What potential exists for multinational or domestic soft drinks companies to expand in Turkey?
  • How are products distributed in Soft Drinks in Turkey?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?

Soft Drinks in Turkey

EXECUTIVE SUMMARY

Soft drinks in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Chart 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2019-2026 Chart 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2019-2026 Chart 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2019-2026

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2021-2026

APPENDIX

Fountain sales in Turkey
Trends

DISCLAIMER

SOURCES

Summary 1 Research Sources

Carbonates in Turkey

KEY DATA FINDINGS

2021 DEVELOPMENTS

Demand for carbonates continues to grow as price-sensitivity leads to boom in multipack popularity
Despite preference for cola-carbonates, non-cola carbonates continues to see some positive trends
The share of local brands went up under lemonade/lime

PROSPECTS AND OPPORTUNITIES

Carbonates to see growth with demand for multipacks and on-the-go packaging increasing
Reduced sugar carbonates to receive greater focus of the manufacturers
Coca-Cola Icecek and Pepsi-Cola Türkiye to retain strong hold on category share

CATEGORY DATA

Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2016-2021 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021 Table 37 Off-trade Sales of Carbonates by Category: Volume 2016-2021 Table 38 Off-trade Sales of Carbonates by Category: Value 2016-2021 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021 Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021 Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021 Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021 Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021 Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021 Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021 Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026 Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026 Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026 Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026 Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2021-2026

Juice in Turkey

KEY DATA FINDINGS

2021 DEVELOPMENTS

Deteriorating economic conditions lead to the volume decline in juice
Juice drinks demonstrates best performance thanks to low shelf prices
Companies shifted their focus away from juice

PROSPECTS AND OPPORTUNITIES

Better economic prospects anticipated to lead to growth in juice
The on-trade channel is to regain the volume sales it lost
Share of private label to increase, with e-commerce also set to gain ground

CATEGORY DATA

Table 53 Off-trade Sales of Juice by Category: Volume 2016-2021 Table 54 Off-trade Sales of Juice by Category: Value 2016-2021 Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021 Table 56 Off-trade Sales of Juice by Category: % Value Growth 2016-2021 Table 57 NBO Company Shares of Off-trade Juice: % Volume 2017-2021 Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021 Table 59 NBO Company Shares of Off-trade Juice: % Value 2017-2021 Table 60 LBN Brand Shares of Off-trade Juice: % Value 2018-2021 Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026 Table 62 Forecast Off-trade Sales of Juice by Category: Value 2021-2026 Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026 Table 64 Forecast Off-trade Sales of Juice by Category: % Value Growth 2021-2026

Bottled Water in Turkey

KEY DATA FINDINGS

2021 DEVELOPMENTS

The health and wellness trend stimulates the consumption of flavoured and carbonated bottled water
Increased household penetration of water purifiers and filters negatively affects off-trade sales of still bottled water
Companies vie for consumer attention by introducing alternative pack sizes

PROSPECTS AND OPPORTUNITIES

Increasing on-the-go consumption is set to drive growth of solo packs
On-trade expected to recover as foodservice outlet traffic increases
Greater investment anticipated thanks to healthy category perception and popularity

CATEGORY DATA

Table 65 Off-trade Sales of Bottled Water by Category: Volume 2016-2021 Table 66 Off-trade Sales of Bottled Water by Category: Value 2016-2021 Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021 Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021 Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021 Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021 Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021 Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021 Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026 Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026 Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026 Table 76 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2021-2026

Sports Drinks in Turkey

KEY DATA FINDINGS

2021 DEVELOPMENTS

Sports drinks continues to see declining volume sales due to few opportunities to exercise and diminished purchasing power
COVID-19 derails marketing support for category
Consumers replace sports drinks with more affordable soft drink options

PROSPECTS AND OPPORTUNITIES

Sports drinks expected to record positive volume growth in line with the reopening of sports facilities
Growing health and wellness trend set to boost growth and shape product launches
E-commerce is projected to have a higher share

CATEGORY DATA

Table 77 Off-trade Sales of Sports Drinks: Volume 2016-2021 Table 78 Off-trade Sales of Sports Drinks: Value 2016-2021 Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021 Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021 Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021 Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021 Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021 Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021 Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026 Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026 Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026 Table 88 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2021-2026

Energy Drinks in Turkey

KEY DATA FINDINGS

2021 DEVELOPMENTS

COVID-19 stay-at-home measures are benefitting sales of energy drinks
On-trade registers astonishing volume growth thanks to reopening of foodservice outlets and the return of tourism
E-commerce channel gains importance as players turn to channel to boost sales

PROSPECTS AND OPPORTUNITIES

Energy drinks to record double digit growth as consumption occasions expand
Promotions at outdoor events and festivals boost awareness over the forecast period
Higher demand for reduced sugar energy drinks expected due to health trend

CATEGORY DATA

Table 89 Off-trade Sales of Energy Drinks: Volume 2016-2021 Table 90 Off-trade Sales of Energy Drinks: Value 2016-2021 Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021 Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021 Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021 Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021 Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021 Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021 Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026 Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026 Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026 Table 100 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2021-2026

Concentrates in Turkey

KEY DATA FINDINGS

2021 DEVELOPMENTS

Concentrates off-trade volume sales adversely affected by pandemic
Limited competition and rare product investments restrict sales
Despite growth as foodservice venues reopen, on-trade volumes remain low

PROSPECTS AND OPPORTUNITIES

Both off-trade volume sales and average unit prices are set for a negative trend
On-trade channel unlikely to make a full recovery
Expansion of discounters anticipated to boost share of private label

CATEGORY DATA

Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021 Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021 Table 103 Off-trade Sales of Concentrates by Category: Value 2016-2021 Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021 Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021 Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021 Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021 Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021 Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021 Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021 Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021 Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026 Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026 Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026 Table 115 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2021-2026

RTD Tea in Turkey

KEY DATA FINDINGS

2021 DEVELOPMENTS

Minimal volume growth for RTD tea as consumers restrict spending
Price increases for RTD tea become a disadvantage, so consumers turn to larger bottle sizes and multi-packs
Pepsi-Cola retains strong lead thanks to prominent advertising support

PROSPECTS AND OPPORTUNITIES

Volume sales expected to grow thanks to country recovery from COVID-19
Discounters and e-commerce predicted to see growth thanks to low prices and convenience
Healthy products with value-added features expected to be launched

CATEGORY DATA

Table 116 Off-trade Sales of RTD Tea by Category: Volume 2016-2021 Table 117 Off-trade Sales of RTD Tea by Category: Value 2016-2021 Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021 Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021 Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021 Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021 Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021 Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021 Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021 Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026 Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026 Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026 Table 128 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2021-2026

RTD Coffee in Turkey

KEY DATA FINDINGS

2021 DEVELOPMENTS

RTD coffee benefits from increasing demand for products with added benefits
Local brand Obsesso is a rising star whilst high Starbucks prices limit growth
E-commerce sees growth thanks to greater brand presence online

PROSPECTS AND OPPORTUNITIES

RTD coffee has very good potential thanks to caffeine content and rise of on-the-go consumption occasions
Competition to increase as players invest in new flavours and pricing strategies
Distribution of RTD coffee is expected to become more widespread

CATEGORY DATA

Table 129 Off-trade Sales of RTD Coffee: Volume 2016-2021 Table 130 Off-trade Sales of RTD Coffee: Value 2016-2021 Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021 Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021 Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021 Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021 Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021 Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021 Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026 Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026 Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026 Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
      • Low Calorie Cola Carbonates
      • Regular Cola Carbonates
      • Lemonade/Lime
      • Ginger Ale
      • Tonic Water/Other Bitters
      • Orange Carbonates
      • Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Juice Drinks (up to 24% Juice)
    • Nectars
    • Coconut and Other Plant Waters
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
    • Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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This report originates from Passport, our Soft Drinks research and analysis database.

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