Turkey hot drinks market: Improving economic conditions to help drive industry

Press Release   •   Jul 18, 2013 14:29 BST

In 2012, the leading company in the Turkey hot drinks market was Cay Isletmeleri Genel Müdürlügü, which was also the leading player in tea, the largest category within hot drinks. Due to the large size of tea, local players, such as Dogus Cay, Dogadan Gida Urunleri San ve Paz and Ofcaysan, held a strong position within hot drinks overall as tea is largely led by local players. On the other hand, coffee and other hot drinks were led by multinational players; more specifically Nestlé Gida Sanayii. Additionally, Unilever Sanayii ve Ticaret Türk held a strong position within tea. The leading multinational companies in 2012 were Nestlé Gida Sanayii, Unilever Sanayii ve Ticaret Türk, Kraftsa Kraft Sabanci Gida Pazarlama ve Ticaret and Dr Oetker Gida Sanayi.

Over the review period, the trend towards health and wellness increased as a result of rising urbanisation and the increasing education level in the country, with consumers demanding products with health benefits. Thus, in the last three years of the review period, manufacturers focused on developing products that offered higher nutritional value, added vitamins, and contain natural ingredients. Also, the leading company in hot drinks, Cay Isletmeleri Genel Müdürlügü, increased its production of organic tea to meet growing consumer demand for organic black and green tea and fruit/herbal tea.

In 2012, independent small grocers was the leading distribution channel for hot drinks despite it losing share to discounters, supermarkets and hypermarkets, which increased their shares with lower-price offers. The advantages of one-stop shopping, in-store promotions and advertising, increasing share of private label, and increasing car ownership, were factors that positively affected the share of supermarkets, hypermarkets and discounters at the end of the review period.

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