Tea in Turkey

PROSPECTS

Black tea holds the dominant value share with total tea sales

Turkey had the highest per capita consumption of black tea in the world in 2018, and, essentially, black tea continues to hold the dominant share of the total tea value sales. Black tea is the national hot drink of the country and despite being a very mature product it continues to see its volume and value sales go up with the population increase.

Rising health and wellness trend boosts popularity of fruit/herbal and green teas

The rising health and wellness trend amongst the consumers has prompted companies to launch a higher number of fruit/herbal and green tea products. Although ihlamur (lime blossom) tea is still the leading type of fruit/herbal tea, consumers are looking for different and more sophisticated tea types.

Foodservice volume sales of tea demonstrate above-average growth

In 2018, foodservice volume growth of tea exceeded the review period volume CAGR, driven by the increased rate of tourism in the country, along with the higher number of people going out to eat and drink. Retail volume sales are also predicted to increase over the forecast period in line with advances in the tourism and consumer foodservice industries.

COMPETITIVE LANDSCAPE

Cay Isletmeleri Genel Müdürlügü leads tea

In 2018, Cay Isletmeleri Gene Müdürlügü (CAYKUR) continued to lead total tea value sales. The government-affiliated company is the most established player, since it was a monopoly until 1984.

Companies concentrate on launching value-added tea products

In the last two years of the review period, tea manufacturers launched a considerable number of new products with value-added properties. This is in line with the rising consumer demand for differentiated and more sophisticated products, which also benefit one’s health.

The number of organic tea products is set to rise

In 2018, the dominant manufacturer of organic tea was CAYKUR with its Caykur Organik brand. Although the company’s sales of organic black and green tea products declined in 2017 due to a decrease in the tea harvest, sales were set to increase in 2018.

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