Tea in Turkey

PROSPECTS

A better harvest in 2019 sees retail volume sales of tea recover

In Turkey, tea is the biggest category within hot drinks, with significant sales in foodservice as well as in retail. In 2019, retail volume sales of tea recovered and achieved low but positive growth in Turkey, following the decline seen in 2018, mainly due to a bad harvest.

Tea unit prices rise due to Turkey’s economic circumstances

The average unit price of tea continued to rise in Turkey in 2019 in line with accelerating inflation in the country. Unit prices were also affected by the increased production costs of tea in 2018 and 2019 as a result of the depreciation of the Turkish lira.

Green tea performs best due to consumers’ increasing health consciousness

Green tea demonstrated the best performance in 2019 in both current value and retail volume terms. Sales are growing rapidly from a very small base, compared to the significant sales base of traditional black tea in Turkey, but the success of green tea is mainly due to rising health consciousness among the Turkish population.

COMPETITIVE LANDSCAPE

Cay Isletmeleri Genel Müdürlügü’s leading value share steadies in 2019

In 2019, Cay Isletmeleri Genel Müdürlügü continued to lead value sales of tea, benefiting from its well-established and extensive distribution network, strong consumer awareness of its Çaykur and Rize brands, and its competitive prices. The government-affiliated company lost slight value share in 2018 as a result of a bad tea harvest, which translated into lower volume sales for the company.

Private label continues to gain ground due to consumers’ price sensitivity

Private label ranges gained further prominence within tea in Turkey in 2019 as a result of an increasingly price-sensitive consumer base. The growing number of discounters with stores across the country have made private label products more accessible to consumers, especially as hard discounters such as Bim and A101 mainly sell their own private label in their stores.

Unilever launches organic fruit/herbal tea

Organic fruit/herbal tea was launched for the first time by Unilever San ve Tic Türk AS in 2019 under its Lipton brand. As a result, the company increased its value share of fruit/herbal tea in 2019.

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