Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  View Cart Check Out

Country Report

Soft Drinks in

Soft Drinks in Turkey

Dec 2019

US$2,100

Add to cart Pay by invoice

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!

Executive Summary

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!

Solid sales growth underpinned by population growth and urbanisation

2019 saw strong volume and value growth in sales of soft drinks in Turkey. Various factors resulted in higher demand generally, including strong population growth, rapid urbanisation and increased inbound tourism flows.

Introduction of tax on fruit juice hits demand for 100% juice and nectars

Sales of juice in 2019 were influenced by the 2018 introduction of 10% ÖTV (excise tax) on all fruit juice sold in Turkey. The level of this tax on individual products is calculated according to fruit content and this has led to rising prices in 100% juice and nectars.

Major global players remain the leading names in soft drinks

At the end the review period, sales of soft drinks remained dominated by multinational companies, with the global industry leaders holding the top spots. Coca-Cola Içecek AS, Pepsi-Cola International Tanitim Ltd and Nestlé Waters Gida ve Mesrubat San Tic AS held the three leading positions at industry level in 2019, benefiting from strong consumer awareness of their well-established brands, their sophisticated and wide distribution networks and significant marketing budgets.

Health and wellness remains a major focus of new product development

With consumer concerns over the high sugar content of many soft drinks rising, 2019 saw the innovation focus in soft drinks fixed firmly on health and wellness considerations, notably reduced sugar and sugar-free products. In particular, carbonates continues to suffer from the spreading awareness that these products are potentially harmful when consumed in high quantities as they contain high levels of sugar.

Files are delivered directly into your account within a few minutes of purchase.

Samples

Soft Drinks Sample Report Soft Drinks Sample Data

Overview

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.

Samples: FAQs about samples

Delivery: Files are delivered directly into your account within a few minutes of purchase.

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.

Want to find out more about this report?

Request more information

Soft Drinks in Turkey

EXECUTIVE SUMMARY

Solid sales growth underpinned by population growth and urbanisation

Introduction of tax on fruit juice hits demand for 100% juice and nectars

Major global players remain the leading names in soft drinks

Health and wellness remains a major focus of new product development

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2014-2019
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2014-2019
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2014-2019
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2014-2019
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2014-2019
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2014-2019
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2014-2019
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2014-2019
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2014-2019
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2014-2019
Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2019
Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2019
Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2015-2019
Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2016-2019
Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2014-2019
Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2014-2019
Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2014-2019
Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2019
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2019-2024
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2019-2024
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2019-2024
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2019-2024
Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2019-2024
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2019-2024
Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2019-2024
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2019-2024
Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2019-2024
Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2019-2024

APPENDIX

Fountain sales in Turkey

Trends

DEFINITIONS

SOURCES

Summary 1 Research Sources

Bottled Water in Turkey

HEADLINES

PROSPECTS

Demand for bottled water under pressure as consumers seek alternatives

Rising unit prices hit sales growth in bottled water

Traditional status products remain the most popular despite innovation

COMPETITIVE LANDSCAPE

Sirmagrup Içecek and Nestlé Waters continue to lead sales

Low prices and improved distribution contribute to Sirma’s surge

Packaging remains a focus for innovation in the category

CATEGORY DATA

Table 33 Off-trade Sales of Bottled Water by Category: Volume 2014-2019
Table 34 Off-trade Sales of Bottled Water by Category: Value 2014-2019
Table 35 Off-trade Sales of Bottled Water by Category: % Volume Growth 2014-2019
Table 36 Off-trade Sales of Bottled Water by Category: % Value Growth 2014-2019
Table 37 NBO Company Shares of Off-trade Bottled Water: % Volume 2015-2019
Table 38 LBN Brand Shares of Off-trade Bottled Water: % Volume 2016-2019
Table 39 NBO Company Shares of Off-trade Bottled Water: % Value 2015-2019
Table 40 LBN Brand Shares of Off-trade Bottled Water: % Value 2016-2019
Table 41 Forecast Off-trade Sales of Bottled Water by Category: Volume 2019-2024
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Value 2019-2024
Table 43 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2019-2024
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2019-2024

Carbonates in Turkey

HEADLINES

PROSPECTS

Health and wellness at the forefront of new product innovation

Low-calorie cola carbonates benefits from recent launches

Tough economic conditions spur migration from juice to orange carbonates

COMPETITIVE LANDSCAPE

Coca-Cola Içecek maintains its strong leadership in carbonates

Health and wellness at the forefront of new product development

Advertising campaigns focus on traditional consumption occasions

CATEGORY DATA

Table 45 Off-trade vs On-trade Sales of Carbonates: Volume 2014-2019
Table 46 Off-trade vs On-trade Sales of Carbonates: Value 2014-2019
Table 47 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2014-2019
Table 48 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2014-2019
Table 49 Off-trade Sales of Carbonates by Category: Volume 2014-2019
Table 50 Off-trade Sales of Carbonates by Category: Value 2014-2019
Table 51 Off-trade Sales of Carbonates by Category: % Volume Growth 2014-2019
Table 52 Off-trade Sales of Carbonates by Category: % Value Growth 2014-2019
Table 53 Total Sales of Carbonates by Fountain On-trade: Volume 2014-2019
Table 54 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2014-2019
Table 55 Leading Flavours for Non-cola Carbonates: % Volume 2014-2019
Table 56 NBO Company Shares of Off-trade Carbonates: % Volume 2015-2019
Table 57 LBN Brand Shares of Off-trade Carbonates: % Volume 2016-2019
Table 58 NBO Company Shares of Off-trade Carbonates: % Value 2015-2019
Table 59 LBN Brand Shares of Off-trade Carbonates: % Value 2016-2019
Table 60 Forecast Off-trade Sales of Carbonates by Category: Volume 2019-2024
Table 61 Forecast Off-trade Sales of Carbonates by Category: Value 2019-2024
Table 62 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2019-2024
Table 63 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2019-2024
Table 64 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2019-2024
Table 65 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2019-2024

Concentrates in Turkey

HEADLINES

PROSPECTS

Consumers continue to lose interest in concentrates

Further declines ahead for a category with an image problem

Sales remain under pressure due to rising prices

COMPETITIVE LANDSCAPE

Cardak leads via its dominance in liquid concentrates

Lack of marketing support continues to suppress the category’s growth potential

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 66 Off-trade Sales of Concentrates (RTD) by Category: Volume 2014-2019
Table 67 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2014-2019
Table 68 Off-trade Sales of Concentrates by Category: Value 2014-2019
Table 69 Off-trade Sales of Concentrates by Category: % Value Growth 2014-2019
Table 70 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2014-2019
Table 71 Leading Flavours for Off-trade Powder Concentrates: % Volume 2014-2019
Table 72 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2015-2019
Table 73 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2016-2019
Table 74 NBO Company Shares of Off-trade Concentrates: % Value 2015-2019
Table 75 LBN Brand Shares of Off-trade Concentrates: % Value 2016-2019
Table 76 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2019
Table 77 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2019
Table 78 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2019
Table 79 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2019
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2019-2024
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2019-2024
Table 82 Forecast Off-trade Sales of Concentrates by Category: Value 2019-2024
Table 83 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2019-2024

Energy Drinks in Turkey

HEADLINES

PROSPECTS

Energy drinks benefit from reputation for boosting concentration

Concerns over high caffeine content fails to break energy drinks’ stride

Low-sugar and sugar-free versions of energy drinks make their mark

COMPETITIVE LANDSCAPE

Red Bull remains the dominant brand in energy drinks

Monster Energy benefits from improved distribution

Sponsoring youth-oriented events and innovation remain crucial

CATEGORY DATA

Table 84 Off-trade Sales of Energy Drinks: Volume 2014-2019
Table 85 Off-trade Sales of Energy Drinks: Value 2014-2019
Table 86 Off-trade Sales of Energy Drinks: % Volume Growth 2014-2019
Table 87 Off-trade Sales of Energy Drinks: % Value Growth 2014-2019
Table 88 NBO Company Shares of Off-trade Energy Drinks: % Volume 2015-2019
Table 89 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2016-2019
Table 90 NBO Company Shares of Off-trade Energy Drinks: % Value 2015-2019
Table 91 LBN Brand Shares of Off-trade Energy Drinks: % Value 2016-2019
Table 92 Forecast Off-trade Sales of Energy Drinks: Volume 2019-2024
Table 93 Forecast Off-trade Sales of Energy Drinks: Value 2019-2024
Table 94 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2019-2024
Table 95 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2019-2024

Juice in Turkey

HEADLINES

PROSPECTS

Rising prices due to new taxes influence sales trends in juice

Nectars remains the dominant juice category

Changes in consumption due to rising prices influence industry players

COMPETITIVE LANDSCAPE

Coca-Cola Içecek leads juice via its virtually ubiquitous brand Cappy

Buoyant demand for health products benefits sales of juice

CATEGORY DATA

Table 96 Off-trade Sales of Juice by Category: Volume 2014-2019
Table 97 Off-trade Sales of Juice by Category: Value 2014-2019
Table 98 Off-trade Sales of Juice by Category: % Volume Growth 2014-2019
Table 99 Off-trade Sales of Juice by Category: % Value Growth 2014-2019
Table 100 Leading Flavours for Off-trade 100% Juice: % Volume 2014-2019
Table 101 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2014-2019
Table 102 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2014-2019
Table 103 NBO Company Shares of Off-trade Juice: % Volume 2015-2019
Table 104 LBN Brand Shares of Off-trade Juice: % Volume 2016-2019
Table 105 NBO Company Shares of Off-trade Juice: % Value 2015-2019
Table 106 LBN Brand Shares of Off-trade Juice: % Value 2016-2019
Table 107 Forecast Off-trade Sales of Juice by Category: Volume 2019-2024
Table 108 Forecast Off-trade Sales of Juice by Category: Value 2019-2024
Table 109 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2019-2024
Table 110 Forecast Off-trade Sales of Juice by Category: % Value Growth 2019-2024

RTD Coffee in Turkey

HEADLINES

PROSPECTS

Strong sales growth as demand rises among a young urban consumer base

The greater visibility of RTD coffee contributes to growth

Spread of specialist coffee shops positive for retail sales of RTD coffee

COMPETITIVE LANDSCAPE

Nestlé dominates due to its first-mover advantage and wide distribution

Recent launches stimulate competition in the category

The lack of media advertising continues to suppress growth in the category

CATEGORY DATA

Table 111 Off-trade Sales of RTD Coffee: Volume 2014-2019
Table 112 Off-trade Sales of RTD Coffee: Value 2014-2019
Table 113 Off-trade Sales of RTD Coffee: % Volume Growth 2014-2019
Table 114 Off-trade Sales of RTD Coffee: % Value Growth 2014-2019
Table 115 NBO Company Shares of Off-trade RTD Coffee: % Volume 2015-2019
Table 116 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2016-2019
Table 117 NBO Company Shares of Off-trade RTD Coffee: % Value 2015-2019
Table 118 LBN Brand Shares of Off-trade RTD Coffee: % Value 2016-2019
Table 119 Forecast Off-trade Sales of RTD Coffee: Volume 2019-2024
Table 120 Forecast Off-trade Sales of RTD Coffee: Value 2019-2024
Table 121 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2019-2024
Table 122 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2019-2024

RTD Tea in Turkey

HEADLINES

PROSPECTS

RTD tea benefits from healthy, modern image

Adverse tea harvest contributes to slower category sales growth

Strong unit price inflation leads to high current value growth

COMPETITIVE LANDSCAPE

Lipton remains Turkey’s leading RTD tea brand

Private label gains ground as consumers look for value

Didi continues to lose value share as poor tea harvest hits hard

CATEGORY DATA

Table 123 Off-trade Sales of RTD Tea by Category: Volume 2014-2019
Table 124 Off-trade Sales of RTD Tea by Category: Value 2014-2019
Table 125 Off-trade Sales of RTD Tea by Category: % Volume Growth 2014-2019
Table 126 Off-trade Sales of RTD Tea by Category: % Value Growth 2014-2019
Table 127 Leading Flavours for Off-trade RTD Tea: % Volume 2014-2019
Table 128 NBO Company Shares of Off-trade RTD Tea: % Volume 2015-2019
Table 129 LBN Brand Shares of Off-trade RTD Tea: % Volume 2016-2019
Table 130 NBO Company Shares of Off-trade RTD Tea: % Value 2015-2019
Table 131 LBN Brand Shares of Off-trade RTD Tea: % Value 2016-2019
Table 132 Forecast Off-trade Sales of RTD Tea by Category: Volume 2019-2024
Table 133 Forecast Off-trade Sales of RTD Tea by Category: Value 2019-2024
Table 134 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2019-2024
Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2019-2024

Sports Drinks in Turkey

HEADLINES

PROSPECTS

Rising interest in sports and fitness culture boosts sales growth

Sports drinks faces competition from sports protein RTDs

New product launches continue to spur growth in sports drinks

COMPETITIVE LANDSCAPE

Coca-Cola Içecek dominates sports drinks sales with Powerade

Absence of advertising support continues to compromise growth potential

CATEGORY DATA

Table 136 Off-trade Sales of Sports Drinks: Volume 2014-2019
Table 137 Off-trade Sales of Sports Drinks: Value 2014-2019
Table 138 Off-trade Sales of Sports Drinks: % Volume Growth 2014-2019
Table 139 Off-trade Sales of Sports Drinks: % Value Growth 2014-2019
Table 140 NBO Company Shares of Off-trade Sports Drinks: % Volume 2015-2019
Table 141 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2016-2019
Table 142 NBO Company Shares of Off-trade Sports Drinks: % Value 2015-2019
Table 143 LBN Brand Shares of Off-trade Sports Drinks: % Value 2016-2019
Table 144 Forecast Off-trade Sales of Sports Drinks: Volume 2019-2024
Table 145 Forecast Off-trade Sales of Sports Drinks: Value 2019-2024
Table 146 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2019-2024
Table 147 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2019-2024

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Country Report

Soft Drinks in Turkey

New Report Guarantee

Executive Summary

New Report Guarantee

Solid sales growth underpinned by population growth and urbanisation

Introduction of tax on fruit juice hits demand for 100% juice and nectars

Major global players remain the leading names in soft drinks

Health and wellness remains a major focus of new product development

Samples

Overview

Why buy this report?

Samples: FAQs about samples

Want to find out more about this report?

Table of Contents

Soft Drinks in Turkey

EXECUTIVE SUMMARY

Solid sales growth underpinned by population growth and urbanisation

Introduction of tax on fruit juice hits demand for 100% juice and nectars

Major global players remain the leading names in soft drinks

Health and wellness remains a major focus of new product development

MARKET DATA

APPENDIX

Fountain sales in Turkey

DEFINITIONS

SOURCES

Bottled Water in Turkey

HEADLINES

PROSPECTS

Demand for bottled water under pressure as consumers seek alternatives

Rising unit prices hit sales growth in bottled water

Traditional status products remain the most popular despite innovation

COMPETITIVE LANDSCAPE

Sirmagrup Içecek and Nestlé Waters continue to lead sales

Low prices and improved distribution contribute to Sirma’s surge

Packaging remains a focus for innovation in the category

CATEGORY DATA

Carbonates in Turkey

HEADLINES

PROSPECTS

Health and wellness at the forefront of new product innovation

Low-calorie cola carbonates benefits from recent launches

Tough economic conditions spur migration from juice to orange carbonates

COMPETITIVE LANDSCAPE

Coca-Cola Içecek maintains its strong leadership in carbonates

Health and wellness at the forefront of new product development

Advertising campaigns focus on traditional consumption occasions

CATEGORY DATA

Concentrates in Turkey

HEADLINES

PROSPECTS

Consumers continue to lose interest in concentrates

Further declines ahead for a category with an image problem

Sales remain under pressure due to rising prices

COMPETITIVE LANDSCAPE

Cardak leads via its dominance in liquid concentrates

Lack of marketing support continues to suppress the category’s growth potential

CATEGORY DATA

Concentrates Conversions

Energy Drinks in Turkey

HEADLINES

PROSPECTS

Energy drinks benefit from reputation for boosting concentration

Concerns over high caffeine content fails to break energy drinks’ stride

Low-sugar and sugar-free versions of energy drinks make their mark

COMPETITIVE LANDSCAPE

Red Bull remains the dominant brand in energy drinks

Monster Energy benefits from improved distribution

Sponsoring youth-oriented events and innovation remain crucial

CATEGORY DATA

Juice in Turkey

HEADLINES

PROSPECTS

Rising prices due to new taxes influence sales trends in juice

Nectars remains the dominant juice category

Changes in consumption due to rising prices influence industry players

COMPETITIVE LANDSCAPE

Coca-Cola Içecek leads juice via its virtually ubiquitous brand Cappy

Buoyant demand for health products benefits sales of juice