In 2012, Nestlé Gida Sanayii led the Turkey hot chocolate market in value terms with its Nesquik and Nestlé brands. The company continuously invested in marketing its products, both in terms of new product developments and advertising. In 2012, Nestlé Gida Sanayii launched an improved version of its leading Nesquik brand, which contained vitamins B1, B3, B5, B6, B9, C and D, along with minerals such as phosphorus, magnesium and zinc. The company's latest innovation is Nesquik 3-in-1, launched in 2009, and available in 30g single-portion sachets. This product combines cocoa, sugar and milk powder together and only requires the addition of hot water.
Over the review period, chocolate-based flavoured powder drinks benefited from improved marketing activities, especially by Nestlé Gida Sanayii for its Nesquik brand, which is aimed at children. The company incorporated vitamins and minerals to its products, which drew the attention of parents who are looking for ways to provide their children with milk.
Other hot drinks is expected to show positive total volume growth over the forecast period, benefiting from increasing product availability and rising consumer demand for more sophisticated products. Other hot drinks is expected to grow at a CAGR of 6% in total volume terms over the forecast period, compared with a 7% CAGR over the review period. Lower volume growth will mainly be as a result of the significant decline in sales of non-chocolate-based flavoured powder drinks. Over the forecast period, on-trade and off-trade volume sales of non-chocolate-based flavoured powder drinks are expected to continue to decline due to the fact that Turkish consumers are not attracted to such products. Additionally, sales of these products will become more mature, which will also affect their growth.
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