Tea in Turkey

PROSPECTS

Black tea remains the main hot drink choice for Turkish consumers

Black tea remains the most popular hot drink format. Although relatively mature, tea consumption continues to increase with population growth.

Teabags see better performance than loose variants

An increasing young urban employed population with time constraints seek more convenient and practical methods of tea preparation. Thus teabags continue to perform well, offering practicality and convenience.

Health and wellness trend boosts fruit and herbal tea consumption

The increasing health and wellness trend and growing consumer preference for flavour sophistication mean fruit and herbal teas saw a dynamic performance in 2017. Fruit and herbal teas positioned as naturally healthy and with weight-loss claims remain popular among young urban consumers with growing health awareness.

COMPETITIVE LANDSCAPE

Cay Isletmeleri Genel Müdürlügü continues to lead tea value sales

State-owned Cay Isletmeleri Genel Müdürlügü continued to lead tea in 2017, thanks to its extensive distribution network, competitive prices, and strong consumer awareness of its Caykur brand. Nevertheless, the company faces competitive pressure from brands such as Lipton, Dogadan, and Dogus, as well as private label products.

Leading companies try to diversify through new product launches

The health and wellness trend plus growing demand for flavour sophistication and diversification lead to new product developments. In 2017 Unilever launched five fruit and herbal tea products in loose format, with natural-looking packaging offering information on production processes and the herbs used.

Leading companies aim to expand online retailing presence

Although remaining marginal, online tea sales continue to rise due to the increasing consumer preference for online shopping. Leading tea companies aim to target this trend by launching their own websites.

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