Alcoholic Drinks in Turkey - Research and Markets

Alcoholic drinks registered fairly modest single-digit volume growth in Turkey in 2023, with off-trade sales stronger than on-trade sales due to a notable transition between these channels. However, value growth continues to hit robust double-digit figures due to the significant price hikes seen in the recent review period.

The Alcoholic Drinks in Turkey report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2019-2023), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they legislative, distribution or pricing issues. Forecasts to 2028 illustrate how the market is set to change.

Product coverage: Beer, Cider/Perry, RTDs, Spirits, Wine.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

Get a detailed picture of the Alcoholic Drinks market;
Pinpoint growth sectors and identify factors driving change;
Understand the competitive environment, the market’s major players and leading brands;
Use five-year forecasts to assess how the market is predicted to develop.

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 TURKEYKEY 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 5 Lager by Price Band 2023
Table 84 Number of Breweries 2018-2023

CATEGORY DATA

Table 85 Sales of Beer by Category: Total Volume 2018-2023
Table 86 Sales of Beer by Category: Total Value 2018-2023
Table 87 Sales of Beer by Category: % Total Volume Growth 2018-2023
Table 88 Sales of Beer by Category: % Total Value Growth 2018-2023
Table 89 Sales of Beer by Off-trade vs On-trade: Volume 2018-2023
Table 90 Sales of Beer by Off-trade vs On-trade: Value 2018-2023
Table 91 Sales of Beer by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 92 Sales of Beer by Off-trade vs On-trade: % Value Growth 2018-2023
Table 93 Sales of Beer by Craft vs Standard 2018-2023
Table 94 GBO Company Shares of Beer: % Total Volume 2019-2023
Table 95 NBO Company Shares of Beer: % Total Volume 2019-2023
Table 96 LBN Brand Shares of Beer: % Total Volume 2020-2023
Table 97 Forecast Sales of Beer by Category: Total Volume 2023-2028
Table 98 Forecast Sales of Beer by Category: Total Value 2023-2028
Table 99 Forecast Sales of Beer by Category: % Total Volume Growth 2023-2028
Table 100 Forecast Sales of Beer by Category: % Total Value Growth 2023-2028

WINE IN TURKEYKEY 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 17 Sales of Wine by Category: Total Volume 2018-2023
Table 18 Sales of Wine by Category: Total Value 2018-2023
Table 19 Sales of Wine by Category: % Total Volume Growth 2018-2023
Table 20 Sales of Wine by Category: % Total Value Growth 2018-2023
Table 21 Sales of Wine by Off-trade vs On-trade: Volume 2018-2023
Table 22 Sales of Wine by Off-trade vs On-trade: Value 2018-2023
Table 23 Sales of Wine by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 24 Sales of Wine by Off-trade vs On-trade: % Value Growth 2018-2023
Table 25 Sales of Still Red Wine by Price Segment: % Off-trade Volume 2018-2023
Table 26 Sales of Still Rosé Wine by Price Segment: % Off-trade Volume 2018-2023
Table 27 Sales of Still White Wine by Price Segment: % Off-trade Volume 2018-2023
Table 28 Sales of Other Sparkling Wine by Price Segment: % Off-trade Volume 2018-2023
Table 29 GBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
Table 30 NBO Company Shares of Still Light Grape Wine: % Total Volume 2019-2023
Table 31 LBN Brand Shares of Still Light Grape Wine: % Total Volume 2020-2023
Table 32 GBO Company Shares of Champagne: % Total Volume 2019-2023
Table 33 NBO Company Shares of Champagne: % Total Volume 2019-2023
Table 34 LBN Brand Shares of Champagne: % Total Volume 2020-2023
Table 35 GBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
Table 36 NBO Company Shares of Other Sparkling Wine: % Total Volume 2019-2023
Table 37 LBN Brand Shares of Other Sparkling Wine: % Total Volume 2020-2023
Table 38 GBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
Table 39 NBO Company Shares of Fortified Wine and Vermouth: % Total Volume 2019-2023
Table 40 LBN Brand Shares of Fortified Wine and Vermouth: % Total Volume 2020-2023
Table 41 GBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
Table 42 NBO Company Shares of Non-grape Wine: % Total Volume 2019-2023
Table 43 LBN Brand Shares of Non-grape Wine: % Total Volume 2020-2023
Table 44 Forecast Sales of Wine by Category: Total Volume 2023-2028
Table 45 Forecast Sales of Wine by Category: Total Value 2023-2028
Table 46 Forecast Sales of Wine by Category: % Total Volume Growth 2023-2028
Table 47 Forecast Sales of Wine by Category: % Total Value Growth 2023-2028

SPIRITS IN TURKEYKEY 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 4 Benchmark Brands 2023

CATEGORY DATA

Table 48 Sales of Spirits by Category: Total Volume 2018-2023
Table 49 Sales of Spirits by Category: Total Value 2018-2023
Table 50 Sales of Spirits by Category: % Total Volume Growth 2018-2023
Table 51 Sales of Spirits by Category: % Total Value Growth 2018-2023
Table 52 Sales of Spirits by Off-trade vs On-trade: Volume 2018-2023
Table 53 Sales of Spirits by Off-trade vs On-trade: Value 2018-2023
Table 54 Sales of Spirits by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 55 Sales of Spirits by Off-trade vs On-trade: % Value Growth 2018-2023
Table 56 Sales of Dark Rum by Price Platform: % Total Volume 2018-2023
Table 57 Sales of White Rum by Price Platform: % Total Volume 2018-2023
Table 58 Sales of Other Blended Scotch Whisky by Price Platform: % Total Volume 2018-2023
Table 59 Sales of English Gin by Price Platform: % Total Volume 2018-2023
Table 60 Sales of Vodka by Price Platform: % Total Volume 2018-2023
Table 61 Sales of Vodka by Flavoured vs Non-flavoured: % Total Volume 2018-2023
Table 62 GBO Company Shares of Spirits: % Total Volume 2019-2023
Table 63 NBO Company Shares of Spirits: % Total Volume 2019-2023
Table 64 LBN Brand Shares of Spirits: % Total Volume 2020-2023
Table 65 Forecast Sales of Spirits by Category: Total Volume 2023-2028
Table 66 Forecast Sales of Spirits by Category: Total Value 2023-2028
Table 67 Forecast Sales of Spirits by Category: % Total Volume Growth 2023-2028
Table 68 Forecast Sales of Spirits by Category: % Total Value Growth 2023-2028

CIDER/PERRY IN TURKEYKEY 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 69 Sales of Cider/Perry: Total Volume 2018-2023
Table 70 Sales of Cider/Perry: Total Value 2018-2023
Table 71 Sales of Cider/Perry: % Total Volume Growth 2018-2023
Table 72 Sales of Cider/Perry: % Total Value Growth 2018-2023
Table 73 Sales of Cider/Perry by Off-trade vs On-trade: Volume 2018-2023
Table 74 Sales of Cider/Perry by Off-trade vs On-trade: Value 2018-2023
Table 75 Sales of Cider/Perry by Off-trade vs On-trade: % Volume Growth 2018-2023
Table 76 Sales of Cider/Perry by Off-trade vs On-trade: % Value Growth 2018-2023
Table 77 GBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 78 NBO Company Shares of Cider/Perry: % Total Volume 2019-2023
Table 79 LBN Brand Shares of Cider/Perry: % Total Volume 2020-2023
Table 80 Forecast Sales of Cider/Perry: Total Volume 2023-2028
Table 81 Forecast Sales of Cider/Perry: Total Value 2023-2028
Table 82 Forecast Sales of Cider/Perry: % Total Volume Growth 2023-2028
Table 83 Forecast Sales of Cider/Perry: % Total Value Growth 2023-2028

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