In 2012, the leading manufacturer in the Turkey coffee market continued to be Nestlé Gida Sanayii, achieving a retail value share of 49% with its strong and established Nescafé brand. The company invests in advertising and uses celebrities to attract young consumers. In addition, Nestlé Gida Sanayii continues to benefit from its early positioning in instant coffee. Nescafé is widely available in all off-trade distribution channels and is allocated the greatest amount of shelf space by retailers.
Furthermore, the brand name Nescafé is used as a generic name for instant standard coffee by many consumers in Turkey. Kuru Kahveci Mehmed Efendi ranked second with a 17% value share in 2012, thanks to its well-established and leading position within fresh ground coffee through, for example, Turkish coffee. Kraftsa Kraft Sabanci Gida Pazarlama ve Ticaret ranked third with a retail value share of 8%, as a result of the popularity of its Jacobs brand within instant coffee.
Coffee showed 15% value growth in 2012 compared with growth in the review period at a CAGR of 11%. The dynamic performance of coffee in 2012 largely stemmed from the rapid increase of standard fresh ground coffee sales in the last two years of the review period. Standard fresh ground coffee saw value growth of 12% in 2011 and 17% in 2012, compared with a CAGR of 8% in the review period.
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