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Due to the outbreak of COVID-19 in Turkey, restrictions were implemented in the country from 21 March 2020, including a curfew, and the closure of non-essential retailers and foodservice outlets. The closure of on-trade outlets is set to severely impact growth for 2020, with soft drinks predicted to record an on-trade volume decline of 37%, compared to on-trade volume growth of 7% in 2019. In addition to restaurants, bars and cafes being closed from March to June, even once outlets were open, re...
Euromonitor International's Soft Drinks in Turkey report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2015-2019), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution, packaging or pricing issues. Forecasts to 2024 illustrate how the market is set to change.
Product coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
Get a detailed picture of the Soft Drinks market; Pinpoint growth sectors and identify factors driving change; Understand the competitive environment, the market's major players and leading brands; Use five-year forecasts to assess how the market is predicted to develop.TABLE OF CONTENTS
List OF CONTENTS AND TABLES
EXECUTIVE SUMMARY
COVID-19 impact on soft drinks
COVID-19 country impact
Company response
Retailing shift
Foodservice vs retail split
What next for soft drinks?
CHART 1 Soft Drinks Off-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 2 Soft Drinks On-Trade Volume Sales Growth Scenarios: 2018-2025
CHART 3 Soft Drinks Impact of Drivers on Off-Trade Volume Sales: 2017-2025
CHART 4 Soft Drinks Impact of Drivers on On-Trade Volume Sales: 2017-2025
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020 Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020 Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020 Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020 Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019 Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019 Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019 Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019 Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020 Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020 Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020 Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020 Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020 Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020 Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020 Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020 Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020 Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020 Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020 Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020 Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020 Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020 Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025 Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025 Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025 Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025 Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025 Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025 Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025 Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025 Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025 Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025APPENDIX
Fountain sales in Turkey
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research SourcesKEY DATA FINDINGS
2020 IMPACT
Growth in the off-trade is not enough to counteract the double-digit loss seen in on-trade sales
Price-sensitivity leads to sales of multipacks, and consumers focus on favoured products
Coca-Cola Icecek and Pepsi-Cola Turkiye increase their share, as private label gains ground
RECOVERY AND OPPORTUNITIES
The on-trade channel begins to recover from 2021, driving growth in total volume sales
Low calorie cola carbonates drive growth over the forecast period, as COVID-19 boosts the interest in health and wellness
Price-sensitivity and the expansion of discounters boosts growth for private label options
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020 Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020 Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020 Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020 Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020 Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020 Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020 Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020 Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020 Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020 Table 43 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020 Table 44 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020 Table 45 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020 Table 46 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020 Table 47 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020 Table 48 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025 Table 49 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025 Table 50 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025 Table 51 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025 Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025 Table 53 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Production and manufacturing remain uninterrupted, as volume sales increase
100% juice records positive results as consumers reach for healthier options during the outbreak of COVID-19
Coca-Cola Icecek retains its lead as private label gains further ground
RECOVERY AND OPPORTUNITIES
The forecast period records positive total volume growth, boosted by the on-trade
Product developments focus on healthier and natural positionings, as players launch new flavours
The share of private label increases, as e-commerce gains ground
CATEGORY DATA
Table 54 Off-trade Sales of Juice by Category: Volume 2015-2020 Table 55 Off-trade Sales of Juice by Category: Value 2015-2020 Table 56 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020 Table 57 Off-trade Sales of Juice by Category: % Value Growth 2015-2020 Table 58 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020 Table 59 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020 Table 60 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020 Table 61 NBO Company Shares of Off-trade Juice: % Volume 2016-2020 Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020 Table 63 NBO Company Shares of Off-trade Juice: % Value 2016-2020 Table 64 LBN Brand Shares of Off-trade Juice: % Value 2017-2020 Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025 Table 66 Forecast Off-trade Sales of Juice by Category: Value 2020-2025 Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025 Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Stockpiling leads to double-digit off-trade volume and value growth for bottled water
Discounters and e-commerce are set to increase their share, with price-sensitivity and social distancing boosting sales
Consumers favour Sirma due to its low price-point, and private label gains ground
RECOVERY AND OPPORTUNITIES
The on-trade records double-digit volume growth across the forecast period
Flavoured bottled water drives off-trade growth, with sales boosted by the health and wellness trend
Private label gains share, as branded players promote their added-value to compete
CATEGORY DATA
Table 69 Off-trade Sales of Bottled Water by Category: Volume 2015-2020 Table 70 Off-trade Sales of Bottled Water by Category: Value 2015-2020 Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020 Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020 Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020 Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020 Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020 Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020 Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025 Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025 Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025 Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Decline for both on-trade and off-trade volume growth, with COVID-19 increasing home seclusion and reducing exercise
Price-sensitivity leads consumers to replace sports drinks with more affordable soft drink options
Powerade by Coca-Cola Icecek records a decline, as the sponsorships of events is put on hold, due to COVID-19
RECOVERY AND OPPORTUNITIES
On-trade and off-trade growth recover from 2021, as consumers return to gyms and reinstall their exercise routines
Promotional campaigns and sponsorship activities boost awareness and growth over the forecast period
The growing health and wellness trend boosts growth in sports drinks and shapes product developments
CATEGORY DATA
Table 81 Off-trade Sales of Sports Drinks: Volume 2015-2020 Table 82 Off-trade Sales of Sports Drinks: Value 2015-2020 Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020 Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020 Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020 Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020 Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020 Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020 Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025 Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025 Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025 Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Volume sales decline, as the closures and restrictions in bars and cafes dampen sales of energy drinks
Volume sales decline as on-the-go consumption decreases, however, high prices boost value growth
Players adapt to the outbreak of COVID-19 by installing e-commerce strategies
RECOVERY AND OPPORTUNITIES
Recovery is boosted from 2022, with energy drinks recording double-digit on-trade volume growth
Promotions at outdoor events and festivals boost awareness over the forecast period
Healthier positionings and innovative flavours drive growth over the forecast period
CATEGORY DATA
Table 93 Off-trade Sales of Energy Drinks: Volume 2015-2020 Table 94 Off-trade Sales of Energy Drinks: Value 2015-2020 Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020 Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020 Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020 Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020 Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020 Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020 Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025 Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025 Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025 Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Traditionally served at breakfast buffets and brunch, concentrates decline as foodservice venues close
Off-trade sales suffer as consumers migrate to healthier options, such as juice
Cardak Konsantre Meyve Sulari leads, however, share is lost to private label players
RECOVERY AND OPPORTUNITIES
On-trade recovers from 2020, however, the off-trade is challenged by the health and wellness trend
The expansion of discounters boosts share of private label over the forecast period
Players respond to consumer demand with larger packs sizes and healthier offerings
CATEGORY DATA
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020 Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020 Table 107 Off-trade Sales of Concentrates by Category: Value 2015-2020 Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020 Table 109 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020 Table 110 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020 Table 111 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020 Table 112 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020 Table 113 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020 Table 114 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020 Table 115 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020 Table 116 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020 Table 117 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020 Table 118 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020 Table 119 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025 Table 120 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025 Table 121 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025 Table 122 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Off-trade sales rise as the outbreak of COVID-19 increases at-home consumption
The increasing interest in the health and wellness trend, boosted by the outbreak of COVID-19, supports sales
Danone Tikvesli Gida and Dogadan Gida Urunleri boost share, while private label offerings gain ground
RECOVERY AND OPPORTUNITIES
The recovery of foodservice leads to double-digit growth for on-trade volume sales
The health and wellness trend, boosted by the outbreak of COVID-19, shapes new product development
Discounters and e-commerce are set to increase their share over the coming years
CATEGORY DATA
Table 123 Off-trade Sales of RTD Tea by Category: Volume 2015-2020 Table 124 Off-trade Sales of RTD Tea by Category: Value 2015-2020 Table 125 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020 Table 126 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020 Table 127 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020 Table 128 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020 Table 129 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020 Table 130 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020 Table 131 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020 Table 132 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025 Table 133 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025 Table 134 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025 Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025KEY DATA FINDINGS
2020 IMPACT
Off-trade volume growth remains positive, with value growth boosted by rising price-points
The closure of specialist coffee shops leads to positive retail sales of RTD coffee
Nescafe Xpress retains its firm lead, as newer player Jacobs drives growth through e-commerce sales
RECOVERY AND OPPORTUNITIES
RTD coffee records double-digit value and volume growth, boosted by sales to younger consumers
RTD coffee increases its presence online, boosting growth in e-commerce
Private label increases its share, boosted by new product developments
CATEGORY DATA
Table 136 Off-trade Sales of RTD Coffee: Volume 2015-2020 Table 137 Off-trade Sales of RTD Coffee: Value 2015-2020 Table 138 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020 Table 139 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020 Table 140 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020 Table 141 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020 Table 142 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020 Table 143 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020 Table 144 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025 Table 145 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025 Table 146 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025 Table 147 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025