Country Profile: Hot Drinks Sector in Turkey
Summary
Large base of young working population and rapid urbanization are the key growth drivers of the Turkish Hot Drinks sectors. Hot Tea accounted for the leading market share in both value and volume terms, while the Hot Coffee market is expected to record the fastest growth during the forecast period (2016-2021). Convenience Stores accounted for the majority share in the distribution of Hot Drinks in the country. The Unilever, ‘Cay Isletmeleri Genel Mudurlugu’ and ‘Cay Isletmeleri Genel Mudurlugu’ are the leading market players in the sector.
GlobalData’s Country Profile report on the Dairy & Soy Food sector in Turkey provides insights on high growth markets to target, trends in the usage of packaging materials, category level distribution channel data and market share of brands.
What else is contained?
- Market data: Overall market value and volume data with growth analysis for 2011-2021. The overall market value and volume included in the report is split on the basis of On-trade and Off-trade
- Category coverage: Value and growth analysis for Butter & Spreadable Fats, Cheese, Cream, Dairy-Based & Soy-Based Desserts, Drinkable Yogurt, Fromage Frais & Quark, Milk, Soymilk & Soy Drinks, and Yogurt with inputs on individual category share within each market and the change in their market share forecast for 2016-2021
- Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2016
- Distribution data: Percentage of sales within each market through distribution channels such as On-trade, Cash & Carries and warehouse Clubs, Hypermarkets & Supermarkets, Convenience Stores, Food & Drinks Specialists, eRetailers and others
- Packaging data: consumption breakdown for packaging materials and container types in each market, in terms of percentage share of number of units sold. Packaging material data for Glass, Flexible Packaging, Paper & Board, Rigid Plastics, and others; container data for: Carton, Film, Bag/Sachet, Tub, Wrapper, Bottle, and Tube.
Scope
- Of the three markets analyzed, Hot Tea is the leading, registering a CAGR of 1.8% during 2011-2016
- The per capita consumption of Hot Tea is higher in Turkey compared to other markets.
- Convenience Stores is the leading channel in the distribution of Hot Drinks in Turkey.
- Paper & Board is the most commonly used package material in the Turkish Hot Drinks sector.
- Lipton is the leading brand in the Ukrainian Dairy & Soy Food sector.
Reasons to buy
- Identify high potential categories and explore further market opportunities based on detailed value and volume analysis
- Existing and new players can analyze key distribution channels to identify and evaluate trends and opportunities
- Gain an understanding of the total competitive landscape based on detailed brand share analysis to plan effective market positioning
- Access the key and most influential consumer trends driving Hot Drinks products consumption, and how they influence consumer behavior in the market which will help determine the best audiences to target
- Our team of analysts have placed a significant emphasis on changes expected in the sector that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion
- The packaging analysis report helps manufacturers, in identifying the most commonly used packaging materials in the sector
- Analysis on key macro-economic indicators such as GDP per capita, population (overall and breakdown by age), and consumer price index. It also covers a comparative analysis of political, economic, socio-demographic, and technological indicators (PEST) across 50 countries.
Table of Contents
1. Report Scope 1
2. Executive summary 2
3. Turkey in the global and regional context 3
3.1. Turkey’s share in the Global and Eastern EuropeanHot Drinks sector 3
3.2. Turkey compared to other leading countries in Eastern Europe 4
4. Market size analysis - Hot Drinks Sector 5
4.1. Value and volume analysis - Hot Drinks sector inTurkey 5
4.2. Per capita consumption -Turkey compared to Eastern Europe and globally 6
4.3. Extent to which consumers are trading up/down-Off-trade 7
4.4. Extent to which consumers are trading up/down-On-trade 8
4.5. Value and volume analysisby markets in the Hot Drinks sector 9
4.6. Growth analysis by markets 10
5. Market and category analysis 11
5.1. Per capita consumption analysis by markets 11
5.2. Market analysis: Hot Coffee 12
5.3. Market analysis: Hot Tea 14
5.4. Market analysis: OtherHot Drinks 16
6. Distribution analysis 18
6.1. Distribution channel share analysis: Hot Drinks Sector 18
6.2. Distribution channel share analysis: Hot Coffee 19
6.3. Distribution channel share analysis: Hot Tea 20
6.4. Distribution channel share analysis: OtherHot Drinks 21
7. Competitive landscape 22
7.1. Brand share analysis by sector 22
7.2. Brand share analysis by markets 25
7.3. Brand share analysis by category 30
7.3.1. Hot Coffee 30
7.4. Private label share analysis 32
8. Packaging analysis 34
8.1. Packaging share and growth analysis by package material 34
8.2. Packaging share analysis by package material 35
8.3. Packaging share and growth analysis by pack type 36
8.4. Packaging share analysis by pack type 37
8.5. Packaging share and growth analysis by closure type 38
8.6. Packaging share analysis by closure type 39
8.7. Packaging share and growth analysis by primary outer type 40
8.8. Packaging share analysis by primary outer type 41
9. Macroeconomic analysis 42
9.1. GDP per Capita 45
9.2. Population and population growth 46
9.3. Consumer Price Index 47
9.4. Population breakdown by age 48
10. Consumer graphics 49
10.1. Consumption by Gender 49
10.2. Consumption by Age 50
10.3. Consumption by Education 51
10.4. Consumption by Degree of Urbanization 52
11. Methodology 53
12. Definitions 54
13. Appendix 57
14. About GlobalData 68
15. Disclaimer 69
16. Contact Us 70
List of Tables
Table 1: Volume share of Turkey in the global and Eastern Europe Hot Drinks sector, 2011-2021 3
Table 2: Growth analysis by markets, 2016-2021 10
Table 3: Value analysis of the Hot Coffee market by categories, 2011-2021 13
Table 4: Volume analysis of the Hot Coffee market by categories, 2011-2021 13
Table 5: Value analysis of the Hot Tea market by categories, 2011-2021 15
Table 6: Volume analysis of the Hot Tea market by categories, 2011-2021 15
Table 7: Value analysis of the Other Hot Drinks market by categories, 2011-2021 17
Table 8: Volume analysis of the Hot Tea market by categories, 2011-2021 17
Table 9: Brand Value and Volume - Hot Drinks sector, 2016 23
Table 10: Brand Value and Volume - Hot Coffee market, 2016 26
Table 11: Brand Value and Volume - Hot Tea market, 2016 28
Table 12: Brand Value and Volume - Other Hot Drinks market, 2016 29
Table 13: Brand Value and Volume - Coffee Beans category, 2016 30
Table 14: Brand Value and Volume - Instant Coffee category, 2016 30
Table 15: Brand Value and Volume - Roast and Ground Coffee category, 2016 31
Table 16: Use of primary outer type by markets (in pack units), 2016 41
Table 17: Consumption of Hot Drinks by gender and markets (Million Kg, 2016) 49
Table 18: Consumption of Hot Drinks by age and markets (Million Kg, 2016) 50
Table 19: Consumption of Hot Drinks by education and markets(KgMillion,2016) 51
Table 20: Consumption of Hot Drinks by degree of urbanization and markets (Million Kg, 2016) 52
Table 21: Market Definitions 54
Table 22: Category Definitions 55
Table 23: Channel Definitions 56
Table 24: Market Value for Hot Coffee - by category (TL Million) 2011-2021 57
Table 25: Market Value for Hot Coffee - by category (US$ Million) 2011-2021 57
Table 26: Market Volume for Hot Coffee - by category (Million Kg) 2011-2021 58
Table 27: Market Value for Hot Tea - by category (TL Million) 2011-2021 58
Table 28: Market Volume for Hot Tea - by category (Million Kg) 2011-2021 59
Table 29: Market Value for Other Hot Drinks - by category (TL Million) 2011-2021 59
Table 30: Market Value for Other Hot Drinks - by category (US$ Million) 2011-2021 60
Table 31: Market Volume for Other Hot Drinks - by category (Million Kg) 2011-2021 60
Table 32: Sector Value for Hot Coffee - by market (TL Million) 2011-2021 61
Table 33: Sector Value for Hot Drinks - by market (US$ Million) 2011-2021 61
Table 34: Sector Volume for Hot Drinks - by market (Million Kg) 2011-2021 62
Table 35: Components of change- by Market (Off-trade), 2015-2016 63
Table 36: Components of change- by Market (On-trade) , 2015-2016 63
Table 37: Hot Drinks Sales Distribution in Turkey - by Markets (TL Million), 2016 63
Table 38: Package Material (in Million pack units) 64
Table 39: Pack Type (in Million pack units) 64
Table 40: Closure Type(in Million pack units) 65
Table 41: Primary Outer Type (in Million pack units) 65
Table 42: Exchange Rates: (US$-TL), 2011-2021 66
Table 43: GDP Per Capita (TL), 2011-2016 66
Table 44: Population, 2011-2016 66
Table 45: Consumer Price Index, 2011-2016 67
Table 46: Age Profile (in Millions), 2016 67
List of Figures
Figure 1: Turkey compared to the other top four countries in Eastern Europe - market size, growth, and competitive landscape 4
Figure 2: Market size analysis by value and volume, Hot Drinks sector, 2011-2021 5
Figure 3: Per capita consumption in Turkey compared to global and Eastern European average, 2011-2021 6
Figure 4: Degree of trading up/down in the TurkishHot Drinks sector-Off-trade, 2015-2016 7
Figure 5: Degree of trading up/down in the TurkishHot Drinks sector-On-trade, 2015-2016 8
Figure 6: Value and volume growth analysis by markets, 2016-2021 9
Figure 7: Per capita consumption (by markets) in Turkey compared to global and Eastern Europeanaverage, 2016 11
Figure 8: Value and volume growth analysis, Hot Coffee market, 2011-2021 12
Figure 9: Value and volume growth analysis, Hot Tea market, 2011-2021 14
Figure 10: Value and volume growth analysis, OtherHot Drinksmarket, 2011-2021 16
Figure 11: Distribution channel share (value), Hot Drinks Sector, 2011-2016 18
Figure 12: Distribution channel share (value), Hot Coffeemarket, 2011-2016 19
Figure 13: Distribution channel share (value), Hot Tea market, 2011-2016 20
Figure 14: Distribution channel share (value), OtherHot Drinks market, 2011-2016 21
Figure 15: Leading brands in the TurkishHot Drinks sector, value and volume share, 2016 22
Figure 16: Leading brands in the Hot Coffee market, value and volume share, 2016 25
Figure 17: Leading brands in the Hot Tea market, value and volume share, 2016 27
Figure 18: Leading brands in the Other Hot Drinks market, value and volume share, 2016 29
Figure 19: Private label penetration by markets (value terms), 2016 32
Figure 20: Growth analysis, private label and brands, (2011-2016) 33
Figure 21: Packaging share and growth analysis by package material, 2011-2021 34
Figure 22: Use of package material by markets (in pack units), 2016 35
Figure 23: Packaging share and growth analysis by pack type, 2011-2021 36
Figure 24: Use of pack type by markets (in pack units), 2016 37
Figure 25: Packaging share and growth analysis by closure type, 2011-2021 38
Figure 26: Use of closure type by markets (in pack units), 2016 39
Figure 27: Packaging share and growth analysis by primary outer type, 2011-2021 40
Figure 28: Relative comparison of countries based on PEST analysis 42
Figure 29: Turkey’s GDP per capita, 2011-2016 45
Figure 30: Population growth in Turkey, 2011-2016 46
Figure 31: Consumer Price Index, Turkey, 2010-2016 47
Figure 32: Age Profile, Turkey, 2016 48
Figure 33: Consumption of Hot Drinks by gender, Turkey, 2016 49
Figure 34: Consumption of Hot Drinks by age, Turkey, 2016 50
Figure 35: Consumption of Hot Drinks by education, Turkey, 2016 51
Figure 36: Consumption of Hot Drinks by degree of urbanization, Turkey, 2016 52
Figure 37: About GlobalData 68
