Hot drinks off-trade consumption in Turkey experienced modest single-digit growth in 2023. This growth was driven by the increasing availability of novel and diverse products, particularly within the fruit/herbal tea, green tea and coffee segments.
Following on from the double-digit unit price growth rates observed in 2022, all hot drinks experienced a substantial increase in unit prices in 2023. The primary factor behind this upward trend in unit prices was the sharp depreciation of the Turkish Lira (TRY) throughout the year.
In 2023, the leading hot drinks company Cay Isletmeleri Genel Müdürlügü (Caykur) experienced a decrease in its retail value share of hot drinks. Caykur's decline can be attributed to its underperformance in tea, which is the dominant beverage in Turkey and within the hot drinks industry.
Discounters have been expanding their position in the distribution of hot drinks in 2023. Major discount retail chains including BIM, A101, and Sok were the main drivers of this trend over the review period.
The volume of hot beverage sales in the foodservice channel grew in 2023. This gain can be linked to a decrease in the pandemic's negative effects on the foodservice sector, a rise in the number of Turks choosing to eat and drink out more frequently, and a notable increase in foreign tourism.
Retail volume sales of hot drinks is anticipated to register a single-digit volume CAGR over the forecast period. This steady growth is expected to be driven by the growing variety of hot drinks offerings, especially in the categories of fresh coffee, green tea, and fruit/herbal tea.
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Hot Drinks
This report originates from Passport, our Hot Drinks research and analysis database.
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