In 2021, the wine category saw strong growth in volume terms, in comparison to the negative trend in the previous year. Growth was led by recovery in the on-trade channel with the re-opening of the foodservices outlets in the second half of the year and a lift on COVID-19 restrictions.
Fruit wines witnessed the fastest volume growth performance in 2021, thanks to the growing popularity of this somewhat niche product. Fruit wine is still a small category but is gaining popularity as a more affordable substitute to liqueur products.
At the end of the review period, wine saw increased competition from spirits, such as whiskey and raki, which is an aniseed-based spirit. These spirits drinks, notably raki, is a traditional drink in Turkey so there is a strong preference for these among residents.
Over the forecast period, Turkey will see a moderate rise in wine consumption, mainly due to the recovery in the on-trade sales. Rising levels of tourism in the country will be a key driver as foreign tourists are attracted by this cheaper holiday destination brought about by the devaluation of the Turkish Lira.
In 2021, lower-priced wines saw strong volume sales growth among domestic residents as the wine culture in Turkey is not well established, and people are not willing to pay large amounts for a bottle of wine. The tough economic climate and currency devaluation is also forcing consumers to trade down due to constraints on disposable income.
Supermarkets have been gaining volume share in recent years as consumers reduce shopping visits and seek out cheaper wine options. Over the forecast period, this trend will continue taking volume share from alcoholic drinks specialists, known locally as Tekel.
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This is the aggregation of still and sparkling light grape wines, fortified wine and vermouth and non-grape wine. In terms of alcohol content, light wine usually falls into the 8-14% ABV bracket while fortified wine ranges from 14-23% ABV. Low and non-alcoholic wine is also included in the data (attributed to each sector as appropriate).See All of Our Definitions
This report originates from Passport, our Wine research and analysis database.
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