Our site uses cookies to improve functionality. If you are happy with this select "Accept All". If not, select "Manage Preferences" to learn more about managing your cookie preferences. Follow this link to learn more about our cookie policy and how we use cookies. Or learn more about our privacy policy and how we use and store your data.
Soft Drinks in Turkey
January 2022
Soft drinks in 2021: The big picture
In 2021, the total volume sales of soft drinks is projected to demonstrate positive growth. This is particularly driven by the return to growth in the on-trade channel which saw a double-digit volume decline in the first year of the pandemic due to the closure of foodservices outlets.
2021 key trends
In 2021, consumers increasingly purchased soft drinks that offered boost in energy. This is because people staying at home to work or study required an extra boost of energy to enhance concentration.
Competitive landscape
In response to the outbreak of COVID-19 in Turkey, manufacturers did not have to stop production; however, additional safety measures and extra precautions were put in place, for the safety of employees.
Retailing developments
The distributors of soft drinks have adapted to the pandemic conditions swiftly, and as such, the distribution of products has not been affected. However, due to the closures and strict restrictions imposed on on-trade outlets, distribution of products is largely focused on off-trade channels.
Foodservice vs retail split
All foodservice outlets were banned from offering table services for significant periods of 2020 and were only allowed to provide home-delivery. Whilst some restrictions continued in 2021, they were less strict, and foodservice venues had better adjusted to the COVID-19 conditions and safety measures.
What next for soft drinks?
Over the forecast period, the total volume CAGR registered by soft drinks is expected to be higher than the historic CAGR as demand for the category continues to rise. Growth will predominantly come from the increased volume sales under the on-trade channel, driven by consumers returning to foodservice venues, feeling more confident and comfortable about eating and drinking in public once more.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
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?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2016-2021Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2016-2021Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2016-2021Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2016-2021Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2020Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2020Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2020Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2020Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2016-2021Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2016-2021Table 11 Off-trade Sales of Soft Drinks by Category: Value 2016-2021Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2016-2021Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2016-2021Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2016-2021Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2021Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2018-2021Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2017-2021Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2018-2021Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2016-2021Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2016-2021Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2016-2021Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2021Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2021-2026Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2021-2026Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2021-2026Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2021-2026Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2021-2026Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2021-2026Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2021-2026Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2021-2026Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2021-2026Table 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 2016-2021Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2016-2021Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2016-2021Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2016-2021Table 37 Off-trade Sales of Carbonates by Category: Volume 2016-2021Table 38 Off-trade Sales of Carbonates by Category: Value 2016-2021Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2016-2021Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2016-2021Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2016-2021Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2016-2021Table 43 NBO Company Shares of Off-trade Carbonates: % Volume 2017-2021Table 44 LBN Brand Shares of Off-trade Carbonates: % Volume 2018-2021Table 45 NBO Company Shares of Off-trade Carbonates: % Value 2017-2021Table 46 LBN Brand Shares of Off-trade Carbonates: % Value 2018-2021Table 47 Forecast Off-trade Sales of Carbonates by Category: Volume 2021-2026Table 48 Forecast Off-trade Sales of Carbonates by Category: Value 2021-2026Table 49 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2021-2026Table 50 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2021-2026Table 51 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2021-2026Table 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 2016-2021Table 54 Off-trade Sales of Juice by Category: Value 2016-2021Table 55 Off-trade Sales of Juice by Category: % Volume Growth 2016-2021Table 56 Off-trade Sales of Juice by Category: % Value Growth 2016-2021Table 57 NBO Company Shares of Off-trade Juice: % Volume 2017-2021Table 58 LBN Brand Shares of Off-trade Juice: % Volume 2018-2021Table 59 NBO Company Shares of Off-trade Juice: % Value 2017-2021Table 60 LBN Brand Shares of Off-trade Juice: % Value 2018-2021Table 61 Forecast Off-trade Sales of Juice by Category: Volume 2021-2026Table 62 Forecast Off-trade Sales of Juice by Category: Value 2021-2026Table 63 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2021-2026Table 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 2016-2021Table 66 Off-trade Sales of Bottled Water by Category: Value 2016-2021Table 67 Off-trade Sales of Bottled Water by Category: % Volume Growth 2016-2021Table 68 Off-trade Sales of Bottled Water by Category: % Value Growth 2016-2021Table 69 NBO Company Shares of Off-trade Bottled Water: % Volume 2017-2021Table 70 LBN Brand Shares of Off-trade Bottled Water: % Volume 2018-2021Table 71 NBO Company Shares of Off-trade Bottled Water: % Value 2017-2021Table 72 LBN Brand Shares of Off-trade Bottled Water: % Value 2018-2021Table 73 Forecast Off-trade Sales of Bottled Water by Category: Volume 2021-2026Table 74 Forecast Off-trade Sales of Bottled Water by Category: Value 2021-2026Table 75 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2021-2026Table 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 2016-2021Table 78 Off-trade Sales of Sports Drinks: Value 2016-2021Table 79 Off-trade Sales of Sports Drinks: % Volume Growth 2016-2021Table 80 Off-trade Sales of Sports Drinks: % Value Growth 2016-2021Table 81 NBO Company Shares of Off-trade Sports Drinks: % Volume 2017-2021Table 82 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2018-2021Table 83 NBO Company Shares of Off-trade Sports Drinks: % Value 2017-2021Table 84 LBN Brand Shares of Off-trade Sports Drinks: % Value 2018-2021Table 85 Forecast Off-trade Sales of Sports Drinks: Volume 2021-2026Table 86 Forecast Off-trade Sales of Sports Drinks: Value 2021-2026Table 87 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2021-2026Table 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 2016-2021Table 90 Off-trade Sales of Energy Drinks: Value 2016-2021Table 91 Off-trade Sales of Energy Drinks: % Volume Growth 2016-2021Table 92 Off-trade Sales of Energy Drinks: % Value Growth 2016-2021Table 93 NBO Company Shares of Off-trade Energy Drinks: % Volume 2017-2021Table 94 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2018-2021Table 95 NBO Company Shares of Off-trade Energy Drinks: % Value 2017-2021Table 96 LBN Brand Shares of Off-trade Energy Drinks: % Value 2018-2021Table 97 Forecast Off-trade Sales of Energy Drinks: Volume 2021-2026Table 98 Forecast Off-trade Sales of Energy Drinks: Value 2021-2026Table 99 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2021-2026Table 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) FormatTable 101 Off-trade Sales of Concentrates (RTD) by Category: Volume 2016-2021Table 102 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2016-2021Table 103 Off-trade Sales of Concentrates by Category: Value 2016-2021Table 104 Off-trade Sales of Concentrates by Category: % Value Growth 2016-2021Table 105 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2018-2021Table 106 NBO Company Shares of Off-trade Concentrates: % Value 2017-2021Table 107 LBN Brand Shares of Off-trade Concentrates: % Value 2018-2021Table 108 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2021Table 109 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2018-2021Table 110 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2021Table 111 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2018-2021Table 112 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2021-2026Table 113 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2021-2026Table 114 Forecast Off-trade Sales of Concentrates by Category: Value 2021-2026Table 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 2016-2021Table 117 Off-trade Sales of RTD Tea by Category: Value 2016-2021Table 118 Off-trade Sales of RTD Tea by Category: % Volume Growth 2016-2021Table 119 Off-trade Sales of RTD Tea by Category: % Value Growth 2016-2021Table 120 Leading Flavours for Off-trade RTD Tea: % Volume 2016-2021Table 121 NBO Company Shares of Off-trade RTD Tea: % Volume 2017-2021Table 122 LBN Brand Shares of Off-trade RTD Tea: % Volume 2018-2021Table 123 NBO Company Shares of Off-trade RTD Tea: % Value 2017-2021Table 124 LBN Brand Shares of Off-trade RTD Tea: % Value 2018-2021Table 125 Forecast Off-trade Sales of RTD Tea by Category: Volume 2021-2026Table 126 Forecast Off-trade Sales of RTD Tea by Category: Value 2021-2026Table 127 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2021-2026Table 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 2016-2021Table 130 Off-trade Sales of RTD Coffee: Value 2016-2021Table 131 Off-trade Sales of RTD Coffee: % Volume Growth 2016-2021Table 132 Off-trade Sales of RTD Coffee: % Value Growth 2016-2021Table 133 NBO Company Shares of Off-trade RTD Coffee: % Volume 2017-2021Table 134 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2018-2021Table 135 NBO Company Shares of Off-trade RTD Coffee: % Value 2017-2021Table 136 LBN Brand Shares of Off-trade RTD Coffee: % Value 2018-2021Table 137 Forecast Off-trade Sales of RTD Coffee: Volume 2021-2026Table 138 Forecast Off-trade Sales of RTD Coffee: Value 2021-2026Table 139 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2021-2026Table 140 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2021-2026
The following categories and subcategories are included:
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.
Share:
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 report originates from Passport, our Soft Drinks research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page