Soft Drinks in Turkey

Soft Drinks in Turkey

EXECUTIVE SUMMARY

Soft drinks demonstrates above average growth in 2018

Increasing price sensitivity amongst Turkish consumers

Coca-Cola Içecek AS continues to lead soft drinks

Most new product launches target health and wellness

Soft drinks predicted to record positive volume growth over forecast period

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 13 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 14 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 17 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 18 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 19 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 20 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 21 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 22 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 23 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 29 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 30 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 31 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 32 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 33 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in Turkey

DEFINITIONS

SOURCES

Summary 1 Research Sources

Asian Speciality Drinks in Turkey

PROSPECTS

Bottled Water in Turkey

HEADLINES

PROSPECTS

Smaller packages of bottled water gain share from bulk water

Price-sensitive Turkish consumers are major influence over sales

Carbonated natural mineral bottled water is the best performer

COMPETITIVE LANDSCAPE

Sirmagrup Icecek strengthens leading position within bottled water

Local companies dominate bottled water sales

Innovations in bottled water are largely in terms of packaging design

CATEGORY DATA

Table 34 Off-trade Sales of Bottled Water by Category: Volume 2013-2018
Table 35 Off-trade Sales of Bottled Water by Category: Value 2013-2018
Table 36 Off-trade Sales of Bottled Water by Category: % Volume Growth 2013-2018
Table 37 Off-trade Sales of Bottled Water by Category: % Value Growth 2013-2018
Table 38 NBO Company Shares of Off-trade Bottled Water: % Volume 2014-2018
Table 39 LBN Brand Shares of Off-trade Bottled Water: % Volume 2015-2018
Table 40 NBO Company Shares of Off-trade Bottled Water: % Value 2014-2018
Table 41 LBN Brand Shares of Off-trade Bottled Water: % Value 2015-2018
Table 42 Forecast Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 43 Forecast Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 44 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 45 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023

Carbonates in Turkey

HEADLINES

PROSPECTS

Carbonates receives strong competition from other soft drinks

Low calorie cola registers highest off-trade performance

On-trade channel benefits from improving tourism in the country

COMPETITIVE LANDSCAPE

Coca-Cola Içecek AS retains leadership of carbonates

Launch of functional/fortified products stimulate growth of carbonates

Companies target young demographic in advertising campaigns

CATEGORY DATA

Table 46 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 47 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 48 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 49 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 50 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 51 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 52 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 53 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 54 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 55 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 56 Leading Flavours for Non-cola Carbonates: % Volume 2013-2018
Table 57 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 58 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 59 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 60 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 61 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 62 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 63 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 64 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 65 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 66 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Concentrates in Turkey

HEADLINES

PROSPECTS

Volume growth stimulated by demand from lower-income consumers

Sales of concentrates rise through on-trade

Average unit price of concentrates to decline in constant terms

COMPETITIVE LANDSCAPE

Nazli Gida AS retains leadership

The share of private label is growing

Inadequate marketing support for concentrates

CATEGORY DATA

Concentrates Conversions

Summary 2 Concentrates Conversion Factors for ReadytoDrink (RTD) Format
Table 67 Off-trade Sales of Concentrates (RTD) by Category: Volume 2013-2018
Table 68 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2013-2018
Table 69 Off-trade Sales of Concentrates by Category: Value 2013-2018
Table 70 Off-trade Sales of Concentrates by Category: % Value Growth 2013-2018
Table 71 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2013-2018
Table 72 Leading Flavours for Off-trade Powder Concentrates: % Volume 2013-2018
Table 73 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2014-2018
Table 74 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2015-2018
Table 75 NBO Company Shares of Off-trade Concentrates: % Value 2014-2018
Table 76 LBN Brand Shares of Off-trade Concentrates: % Value 2015-2018
Table 77 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2014-2018
Table 78 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2015-2018
Table 79 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2014-2018
Table 80 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2015-2018
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 82 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 83 Forecast Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 84 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023

Energy Drinks in Turkey

HEADLINES

PROSPECTS

Demand for functional products by young population

On-trade demonstrates strong double-digit volume growth

Demand for reduced sugar energy drinks is increasing

COMPETITIVE LANDSCAPE

Red Bull Gida Dagitim ve Pazarlama Ticaret Ltd Sti leads energy drinks

Monster Energy Turkiye demonstrates strongest performance

Sponsorship activities, promotions and new product launches are key to success

CATEGORY DATA

Table 85 Off-trade Sales of Energy Drinks: Volume 2013-2018
Table 86 Off-trade Sales of Energy Drinks: Value 2013-2018
Table 87 Off-trade Sales of Energy Drinks: % Volume Growth 2013-2018
Table 88 Off-trade Sales of Energy Drinks: % Value Growth 2013-2018
Table 89 NBO Company Shares of Off-trade Energy Drinks: % Volume 2014-2018
Table 90 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2015-2018
Table 91 NBO Company Shares of Off-trade Energy Drinks: % Value 2014-2018
Table 92 LBN Brand Shares of Off-trade Energy Drinks: % Value 2015-2018
Table 93 Forecast Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 94 Forecast Off-trade Sales of Energy Drinks: Value 2018-2023
Table 95 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 96 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2018-2023

Juice in Turkey

HEADLINES

PROSPECTS

Consumers make purchasing decisions based on pricing and healthiness of products

On-trade channel registers better performance than off-trade

COMPETITIVE LANDSCAPE

Coca-Cola Içecek strengthens leadership of juice

Local companies dominate juice

Companies launch new products that stimulate value growth

CATEGORY DATA

Table 97 Off-trade Sales of Juice by Category: Volume 2013-2018
Table 98 Off-trade Sales of Juice by Category: Value 2013-2018
Table 99 Off-trade Sales of Juice by Category: % Volume Growth 2013-2018
Table 100 Off-trade Sales of Juice by Category: % Value Growth 2013-2018
Table 101 Leading Flavours for Off-trade 100% Juice: % Volume 2013-2018
Table 102 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2013-2018
Table 103 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2013-2018
Table 104 NBO Company Shares of Off-trade Juice: % Volume 2014-2018
Table 105 LBN Brand Shares of Off-trade Juice: % Volume 2015-2018
Table 106 NBO Company Shares of Off-trade Juice: % Value 2014-2018
Table 107 LBN Brand Shares of Off-trade Juice: % Value 2015-2018
Table 108 Forecast Off-trade Sales of Juice by Category: Volume 2018-2023
Table 109 Forecast Off-trade Sales of Juice by Category: Value 2018-2023
Table 110 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 111 Forecast Off-trade Sales of Juice by Category: % Value Growth 2018-2023

RTD Coffee in Turkey

HEADLINES

PROSPECTS

Variety of RTD coffee is increasing

Young urban population to stimulate growth

Average unit prices expected to decline at constant 2018 prices

COMPETITIVE LANDSCAPE

Nestlé Gida Sanayii AS ranks first in RTD coffee

RTD coffee lacks marketing investment

CATEGORY DATA

Table 112 Off-trade Sales of RTD Coffee: Volume 2013-2018
Table 113 Off-trade Sales of RTD Coffee: Value 2013-2018
Table 114 Off-trade Sales of RTD Coffee: % Volume Growth 2013-2018
Table 115 Off-trade Sales of RTD Coffee: % Value Growth 2013-2018
Table 116 NBO Company Shares of Off-trade RTD Coffee: % Volume 2014-2018
Table 117 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2015-2018
Table 118 NBO Company Shares of Off-trade RTD Coffee: % Value 2014-2018
Table 119 LBN Brand Shares of Off-trade RTD Coffee: % Value 2015-2018
Table 120 Forecast Off-trade Sales of RTD Coffee: Volume 2018-2023
Table 121 Forecast Off-trade Sales of RTD Coffee: Value 2018-2023
Table 122 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2018-2023
Table 123 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2018-2023

RTD Tea in Turkey

HEADLINES

PROSPECTS

RTD tea maintains its popularity as a refreshing and healthy drink

On-trade set to display better performance compared to review period

Celebrity endorsement popular strategy for advertising

COMPETITIVE LANDSCAPE

Leading Lipton losing share to Didi

RTD tea receives considerable marketing support

New product launches for RTD tea

CATEGORY DATA

Table 124 Off-trade Sales of RTD Tea by Category: Volume 2013-2018
Table 125 Off-trade Sales of RTD Tea by Category: Value 2013-2018
Table 126 Off-trade Sales of RTD Tea by Category: % Volume Growth 2013-2018
Table 127 Off-trade Sales of RTD Tea by Category: % Value Growth 2013-2018
Table 128 Leading Flavours for Off-trade RTD Tea: % Volume 2013-2018
Table 129 NBO Company Shares of Off-trade RTD Tea: % Volume 2014-2018
Table 130 LBN Brand Shares of Off-trade RTD Tea: % Volume 2015-2018
Table 131 NBO Company Shares of Off-trade RTD Tea: % Value 2014-2018
Table 132 LBN Brand Shares of Off-trade RTD Tea: % Value 2015-2018
Table 133 Forecast Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 134 Forecast Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 136 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023

Sports Drinks in Turkey

HEADLINES

PROSPECTS

Growth of sports drinks driven by increasing number of products

Strong competition from protein drinks is a barrier to strong growth

Availability of sports drinks is largely limited to selected grocery retailers

COMPETITIVE LANDSCAPE

Coca-Cola Içecek retains leadership of sports drinks

Sport drinks lacks advertising and promotional support

CATEGORY DATA

Table 137 Off-trade Sales of Sports Drinks: Volume 2013-2018
Table 138 Off-trade Sales of Sports Drinks: Value 2013-2018
Table 139 Off-trade Sales of Sports Drinks: % Volume Growth 2013-2018
Table 140 Off-trade Sales of Sports Drinks: % Value Growth 2013-2018
Table 141 NBO Company Shares of Off-trade Sports Drinks: % Volume 2014-2018
Table 142 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2015-2018
Table 143 NBO Company Shares of Off-trade Sports Drinks: % Value 2014-2018
Table 144 LBN Brand Shares of Off-trade Sports Drinks: % Value 2015-2018
Table 145 Forecast Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 146 Forecast Off-trade Sales of Sports Drinks: Value 2018-2023
Table 147 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 148 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2018-2023

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