Alcoholic Drinks in Turkey

Name: Alcoholic Drinks in Turkey
Brand: Euromonitor International
Price: 2275 EUR

June 2024

EUR 2,275

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Overview:

Understand the latest market trends and future growth opportunities for the Alcoholic Drinks industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

Beer
Wine
Spirits
Cider and Perry
RTDs

If you're in the Alcoholic Drinks industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty

The Alcoholic Drinks in Turkey report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country

This report answers:

What is the market size of Alcoholic Drinks in Turkey?
Where is consumer demand for Alcoholic Drinks focussed?
Which is being consumed more; beer, wine or spirits?
Where is demand growing? Stagnating?
How is the operating environment for alcoholic drinks changing?
Which are the leading brands in Turkey?
How are products distributed in Turkey?
What are the key trends in new product development?
Do consumers want value for money or added value?
How will macroeconomic context and shifting cultural values shape future growth?
How will COVID-19 and recession impact the alcoholic drinks industry?
Where is future growth expected to be most dynamic?

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Alcoholic Drinks in Turkey

EXECUTIVE SUMMARY

Alcoholic drinks saw a modest growth in 2023

Average unit prices continue to be stimulated by increased production costs and taxes

Efes Pilsen and Türk Tuborg preserve their dominant positions

Supermarkets expands its position as a retail channel

On-trade vs off-trade split

Alcoholic drinks is expected to register a positive total volume growth over the forecast period

MARKET BACKGROUND

Legislation

Legal purchasing age and legal drinking age

Drink driving

Advertising

Smoking ban

Opening hours

On-trade establishments

Summary 1 Number of On-trade Establishments by Type 2017-2023

TAXATION AND DUTY LEVIES

Summary 2 Taxation and Duty Levies on Alcoholic Drinks 2023

OPERATING ENVIRONMENT

Contraband/parallel trade

Duty free

Cross-border/private imports

KEY NEW PRODUCT LAUNCHES

Outlook

MARKET INDICATORS

Table 1 Retail Consumer Expenditure on Alcoholic Drinks 2018-2023

MARKET DATA

Table 2 Sales of Alcoholic Drinks by Category: Total Volume 2018-2023

Table 3 Sales of Alcoholic Drinks by Category: Total Value 2018-2023

Table 4 Sales of Alcoholic Drinks by Category: % Total Volume Growth 2018-2023

Table 5 Sales of Alcoholic Drinks by Category: % Total Value Growth 2018-2023

Table 6 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Volume 2023

Table 7 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: Value 2023

Table 8 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Volume 2023

Table 9 Sales of Alcoholic Drinks by Category by Off-trade vs On-trade: % Value 2023

Table 10 GBO Company Shares of Alcoholic Drinks: % Total Volume 2019-2023

Table 11 Distribution of Alcoholic Drinks by Format: % Off-trade Value 2018-2023

Table 12 Distribution of Alcoholic Drinks by Format and by Category: % Off-trade Volume 2023

Table 13 Forecast Sales of Alcoholic Drinks by Category: Total Volume 2023-2028

Table 14 Forecast Sales of Alcoholic Drinks by Category: Total Value 2023-2028

Table 15 Forecast Sales of Alcoholic Drinks by Category: % Total Volume Growth 2023-2028

Table 16 Forecast Sales of Alcoholic Drinks by Category: % Total Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 3 Research Sources

Beer in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Beer sees positive volume growth and new product launches, despite challenging economic climate

Average unit prices see significant hikes in 2023

On-trade volume sales see a slowdown

PROSPECTS AND OPPORTUNITIES

Positive volume growth expected for beer over the forecast period

Dark beer set to maintain its positive trajectory

Supermarkets set to see a rising share in beer sales

CATEGORY BACKGROUND

Lager price band methodology

Summary 4 Lager by Price Band 2023

Table 17 Number of Breweries 2018-2023

CATEGORY DATA

Table 18 Sales of Beer by Category: Total Volume 2018-2023

Table 19 Sales of Beer by Category: Total Value 2018-2023

Table 20 Sales of Beer by Category: % Total Volume Growth 2018-2023

Table 21 Sales of Beer by Category: % Total Value Growth 2018-2023

Table 22 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023

Table 23 Sales of Beer by Off-trade vs On-trade: Value 2018-2023

Table 24 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 25 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023

Table 26 Sales of Beer by Craft vs Standard 2018-2023

Table 27 GBO Company Shares of Beer: % Total Volume 2019-2023

Table 28 NBO Company Shares of Beer: % Total Volume 2019-2023

Table 29 LBN Brand Shares of Beer: % Total Volume 2020-2023

Table 30 Forecast Sales of Beer by Category: Total Volume 2023-2028

Table 31 Forecast Sales of Beer by Category: Total Value 2023-2028

Table 32 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028

Table 33 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

Cider/Perry in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Economic difficulties lead to the decline of less-popular cider/perry volume sales

Cider/perry lacking in recognition or innovation

Cider/perry also saw increased unit prices, further adding to its downfall

PROSPECTS AND OPPORTUNITIES

Cider/perry volumes set to recover over the forecast period, with on-trade recovering the soonest

Stronger product awareness needed to boost sales

Supermarkets to preserve its dominant position in cider/perry

CATEGORY DATA

Table 34 Sales of Cider/Perry: Total Volume 2018-2023

Table 35 Sales of Cider/Perry: Total Value 2018-2023

Table 36 Sales of Cider/Perry: % Total Volume Growth 2018-2023

Table 37 Sales of Cider/Perry: % Total Value Growth 2018-2023

Table 38 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2018-2023

Table 39 Sales of Cider/Perry by Off-trade vs On-trade: Value 2018-2023

Table 40 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 41 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2018-2023

Table 42 GBO Company Shares of Cider/Perry: % Total Volume 2019-2023

Table 43 NBO Company Shares of Cider/Perry: % Total Volume 2019-2023

Table 44 LBN Brand Shares of Cider/Perry: % Total Volume 2020-2023

Table 45 Forecast Sales of Cider/Perry: Total Volume 2023-2028

Table 46 Forecast Sales of Cider/Perry: Total Value 2023-2028

Table 47 Forecast Sales of Cider/Perry: % Total Volume Growth 2023-2028

Table 48 Forecast Sales of Cider/Perry: % Total Value Growth 2023-2028

Spirits in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

Shift in channels and cocktail trends play important roles in off-trade growth

A challenging economy and lower grape yields lead to skyrocketing unit prices

Irish whiskey boosts its dynamic off-trade volume growth even further

PROSPECTS AND OPPORTUNITIES

Spirits set to see ongoing positive growth, with a balance between on-trade and off-trade channels

Premiumisation trends expected to emerge more strongly in spirits

Supermarkets set to see further growth in distribution share

CATEGORY BACKGROUND

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Summary 5 Benchmark Brands 2023

CATEGORY DATA

Table 49 Sales of Spirits by Category: Total Volume 2018-2023

Table 50 Sales of Spirits by Category: Total Value 2018-2023

Table 51 Sales of Spirits by Category: % Total Volume Growth 2018-2023

Table 52 Sales of Spirits by Category: % Total Value Growth 2018-2023

Table 53 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023

Table 54 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023

Table 55 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 56 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023

Table 57 Sales of Dark Rum by Price Platform: % Total Volume 2018-2023

Table 58 Sales of White Rum by Price Platform: % Total Volume 2018-2023

Table 59 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2018-2023

Table 60 Sales of English Gin by Price Platform: % Total Volume 2018-2023

Table 61 Sales of Vodka by Price Platform: % Total Volume 2018-2023

Table 62 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2018-2023

Table 63 GBO Company Shares of Spirits: % Total Volume 2019-2023

Table 64 NBO Company Shares of Spirits: % Total Volume 2019-2023

Table 65 LBN Brand Shares of Spirits: % Total Volume 2020-2023

Table 66 Forecast Sales of Spirits by Category: Total Volume 2023-2028

Table 67 Forecast Sales of Spirits by Category: Total Value 2023-2028

Table 68 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028

Table 69 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

Wine in Turkey

KEY DATA FINDINGS

2023 DEVELOPMENTS

2023 proves to be a challenging year for wine, although still white wine sees healthy volume growth

The share of still grape wines in the economy segment continues to grow

Wine sales fall into a negative figure decline in on-trade terms in 2023

PROSPECTS AND OPPORTUNITIES

2024 will continue to present some challenges to wine, before the category starts to recover

Positive factors set to emerge from 2025, for both on-trade and off-trade channels

Still white wine is set to maintain its popularity over the forecast period

CATEGORY DATA

Table 70 Sales of Wine by Category: Total Volume 2018-2023

Table 71 Sales of Wine by Category: Total Value 2018-2023

Table 72 Sales of Wine by Category: % Total Volume Growth 2018-2023

Table 73 Sales of Wine by Category: % Total Value Growth 2018-2023

Table 74 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023

Table 75 Sales of Wine by Off-trade vs On-trade: Value 2018-2023

Table 76 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023

Table 77 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023

Table 78 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2018-2023

Table 79 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2018-2023

Table 80 Sales of Still White Wine by Price Segment: % Off-trade Volume 2018-2023

Table 81 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2018-2023

Table 82 GBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023

Table 83 NBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023

Table 84 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2020-2023

Table 85 GBO Company Shares of Champagne: % Total Volume 2019-2023

Table 86 NBO Company Shares of Champagne: % Total Volume 2019-2023

Table 87 LBN Brand Shares of Champagne: % Total Volume 2020-2023

Table 88 GBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023

Table 89 NBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023

Table 90 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2020-2023

Table 91 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023

Table 92 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023

Table 93 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2020-2023

Table 94 GBO Company Shares of Non-grape Wine: % Total Volume 2019-2023

Table 95 NBO Company Shares of Non-grape Wine: % Total Volume 2019-2023

Table 96 LBN Brand Shares of Non-grape Wine: % Total Volume 2020-2023

Table 97 Forecast Sales of Wine by Category: Total Volume 2023-2028

Table 98 Forecast Sales of Wine by Category: Total Value 2023-2028

Table 99 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028

Table 100 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028

The following categories and subcategories are included:

Alcoholic Drinks

- - Ale
  - Sorghum
  - Weissbier/Weizen/Wheat Beer
- - Flavoured/Mixed Lager
  - - - Domestic Premium Lager
      - Imported Premium Lager
    - - Domestic Mid-Priced Lager
      - Imported Mid-Priced Lager
    - - Domestic Economy Lager
      - Imported Economy Lager
  - - - Domestic Premium Lager
      - Domestic Mid-Priced Lager
      - Domestic Economy Lager
    - - Imported Premium Lager
      - Imported Mid-Priced Lager
      - Imported Economy Lager
- - Low Alcohol Beer
  - Non Alcoholic Beer
- Stout
- Regular Cider/Perry
- Non Alcoholic Cider/Perry
- Malt-based RTDs
- Spirit-based RTDs
- Wine-based RTDs
- Other RTDs
- Non Alcoholic RTDs
- - Brandy
  - Cognac
- - Bitters
  - Cream-based Liqueurs
  - Other Liqueurs
- Non Alcoholic Spirits
- - - Prestige Dark Rum
    - Ultra Premium Dark Rum
    - Super Premium Dark Rum
    - Premium Dark Rum
    - Standard Dark Rum
    - Economy Dark Rum
  - - Prestige White Rum
    - Ultra Premium White Rum
    - Super Premium White Rum
    - Premium White Rum
    - Standard White Rum
    - Economy White Rum
- Tequila (and Mezcal)
- - Bourbon/Other US Whiskey
  - Canadian Whisky
  - Irish Whiskey
  - Japanese Whisky
  - - - Blended Malt Scotch Whisky
      - Prestige Other Blended Scotch Whisky
        
        Ultra Premium Other Blended Scotch Whisky
        
        Super Premium Other Blended Scotch Whisky
        
        Premium Other Blended Scotch Whisky
        
        Standard Other Blended Scotch Whisky
        
        Economy Other Blended Scotch Whisky
    - Single Grain Scotch Whisky
    - Single Malt Scotch Whisky
  - Other Whiskies
- - - - Prestige English Gin
      - Ultra Premium English Gin
      - Super Premium English Gin
      - Premium English Gin
      - Standard English Gin
      - Economy English Gin
    - Dutch Gin
  - - Prestige Vodka
    - Ultra Premium Vodka
    - Super Premium Vodka
    - Premium Vodka
    - Standard Vodka
    - Economy Vodka
- - Absinthe
  - Ad-Mix Brandy
  - Ad-Mix Gin
  - Ad-Mix Rum
  - Ad-Mix Vodka
  - Ad-Mix Whisky
  - Aguardente/Aguardiente
  - Aguardiente De Caña
  - Akvavit/Aquavit
  - Aniseed-Flavoured Spirits
  - Borovicka
  - Boukha
  - Brandy Type Distilled Spirits
  - Cachaça
  - Calvados
  - Cane
  - Chacha
  - Charanda
  - Chinese Herbal Spirits
  - Chinese Spirits
  - Cut Brandy
  - Destilados De Agave
  - Distilled Fruit Spirits
  - Domestic Brandy
  - Domestic Rum
  - Doppelkorn
  - Economy Chinese Spirits
  - Flavoured Spirits
  - Flavoured Vodka-based Drinks
  - Fynbos gin/Local Gin
  - Gin-flavoured spirits
  - Goldbrand/Goldkrone
  - Grappa
  - Grappamiel
  - Guaro
  - Kirsch
  - Komovica
  - Korn
  - Lambanog
  - Limoncello
  - Local White Spirits
  - Lower Mid-Range Chinese Spirits
  - Lozovaca
  - Maesilju
  - Mahia Rabi Amrane
  - Mead
  - Mixed Spirits
  - Nalivka/Nalewka
  - Nastoyka
  - National Specialities
  - Obstbrände
  - Ouzo
  - Pacharán
  - Palinca/Pálinka
  - Pear and Apple Distillates
  - Pisco
  - Premium Chinese Spirits
  - Prune
  - Punsch
  - Rachiu/Rakija
  - Rum-Flavoured Spirits
  - Samane
  - Sambuca
  - Samsu
  - Schnapps
  - Shochu/Soju
  - Singani
  - Sljivovica/Slivovice
  - Steinhäeger
  - Strong African Spirits
  - Super Premium Chinese Spirits
  - Sura Khao
  - Tequila Flavoured Spirits
  - Travarica
  - Tsipouro
  - Upper Mid-Range Chinese Spirits
  - Vieux
  - Viina
  - Vodka Type Distilled Spirits
  - Other Distilled Beverages
- - Port
  - Sherry
  - Vermouth
  - Other Fortified Wine
- - Apple Wine
  - Bokbunjaju
  - Cheongju
  - Chinese Wine
  - Economy Rice Wine
  - Fortified Fruit Wine
  - Fruit and Berry Wine
  - Fruit and Herbal Wine
  - Fruit and Honey based Wine
  - Fruit Wine
  - Lower Mid-Range Rice Wine
  - Non-Grape Dessert Wine
  - Premium Rice Wine
  - Sake
  - Takju
  - Upper Mid-Range Rice Wine
  - Yakju
  - Yellow Wine
  - Other Non-Grape Wine
- - Champagne
  - Other Sparkling Wine
- - Still Red Wine
  - Still Rosé Wine
  - Still White Wine
- Non Alcoholic Wine

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Alcoholic Drinks

Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.

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Alcoholic Drinks in Turkey

Alcoholic drinks saw a modest growth in 2023

Average unit prices continue to be stimulated by increased production costs and taxes

Efes Pilsen and Türk Tuborg preserve their dominant positions

Supermarkets expands its position as a retail channel

On-trade vs off-trade split

Alcoholic drinks is expected to register a positive total volume growth over the forecast period

Overview:

The Alcoholic Drinks in Turkey report includes:

This report answers:

Alcoholic Drinks in Turkey

Alcoholic drinks saw a modest growth in 2023

Average unit prices continue to be stimulated by increased production costs and taxes

Efes Pilsen and Türk Tuborg preserve their dominant positions

Supermarkets expands its position as a retail channel

On-trade vs off-trade split

Alcoholic drinks is expected to register a positive total volume growth over the forecast period

Legislation

Legal purchasing age and legal drinking age

Drink driving

Advertising

Smoking ban

Opening hours

On-trade establishments

Contraband/parallel trade

Duty free

Cross-border/private imports

Outlook

DISCLAIMER

Beer in Turkey

KEY DATA FINDINGS

Beer sees positive volume growth and new product launches, despite challenging economic climate

Average unit prices see significant hikes in 2023

On-trade volume sales see a slowdown

Positive volume growth expected for beer over the forecast period

Dark beer set to maintain its positive trajectory

Supermarkets set to see a rising share in beer sales

Lager price band methodology

Cider/Perry in Turkey

KEY DATA FINDINGS

Economic difficulties lead to the decline of less-popular cider/perry volume sales

Cider/perry lacking in recognition or innovation

Cider/perry also saw increased unit prices, further adding to its downfall

Cider/perry volumes set to recover over the forecast period, with on-trade recovering the soonest

Stronger product awareness needed to boost sales

Supermarkets to preserve its dominant position in cider/perry

Spirits in Turkey

KEY DATA FINDINGS

Shift in channels and cocktail trends play important roles in off-trade growth

A challenging economy and lower grape yields lead to skyrocketing unit prices

Irish whiskey boosts its dynamic off-trade volume growth even further

Spirits set to see ongoing positive growth, with a balance between on-trade and off-trade channels

Premiumisation trends expected to emerge more strongly in spirits

Supermarkets set to see further growth in distribution share

Vodka, gin, other blended Scotch whisky, dark rum and white rum price band methodology

Wine in Turkey

KEY DATA FINDINGS

2023 proves to be a challenging year for wine, although still white wine sees healthy volume growth

The share of still grape wines in the economy segment continues to grow

Wine sales fall into a negative figure decline in on-trade terms in 2023

2024 will continue to present some challenges to wine, before the category starts to recover

Positive factors set to emerge from 2025, for both on-trade and off-trade channels

Still white wine is set to maintain its popularity over the forecast period

The following categories and subcategories are included:

Alcoholic Drinks

Why buy this report?

NEW REPORT GUARANTEE