Alcoholic Drinks in Turkey published by Euromonitor International in December, 2009. This report price starts from US $ 1900.
Abstract
Euromonitor International' s Alcoholic Drinks in Turkey market report offers a
comprehensive guide to the size and shape of the market at a national level.
It provides the latest retail sales data, 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 new
product developments, packaging innovations, economic/lifestyle influences,
distribution or pricing issues. Forecasts illustrate how the market is set to
change.
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive
environment
- Executive summary
Global economic recession negatively affects sales of alcoholic drinks
In 2009, the total volume growth of the alcoholic drinks market was slower
compared with the review period CAGR. This was the result of the 2008 global
economic crisis, which negatively affected consumer demand. Decreased unit
prices also led to slower current value growth compared with the review
period. Manufacturers and retailers were hesitant to increase prices for fear
of losing customers. Despite the crisis, beer performed very well, since it
cannibalised share from other alcoholic drinks categories due to its lower
prices. Other categories in the market saw negative volume and current value
growth in 2009. Particularly affected was wine, which was not only hit by the
crisis, but following strict government controls on unregistered production of
wine, many small domestic wine producers had to stop production.
Beer cannibalises sales of wine and spirits
Beer was the only category which registered positive growth in the market in
2009. It stole considerable share from wine and spirits in particular, due to
its comparatively lower prices. The majority of consumers of alcoholic drinks
in Turkey are young people. Thus, the low price of beer made it more popular.
Also, an increasing number of new product developments, such as Efes Dark
Brown in 2008 and Gusta Dark in 2009, both by Efes Pilsen AS, stimulated
growth in the category.
Efes Pilsen AS leads the alcoholic drinks market
In 2009, the alcoholic drinks market was dominated by local players. Efes
Pilsen AS was the leading player, and the company which increased its share
the most. Its leading position within the dynamic beer category made it the
dominant company in the overall market. Turk Tuborg Bira ve Malt Sanayii AS
was the second leading player in the market, again due to its strong position
within beer. Mey Icki Sanayi ve Ticaret AS, the leader in spirits, ranked
third. Mey is a very important company, especially since it is the producer of
Yeni Raki and Tekirdag Rakisi (aniseed-flavoured spirits); the leading brands
within spirits.
The share of supermarkets/hypermarkets increases
In 2009, specialists was the leading distribution channel, followed by
super/hypermarkets. The share of supermarkets/hypermarkets increased
considerably over the review period, stealing share from small grocery
retailers. At the same time the number of supermarkets/hypermarkets in the
country increased considerably, and new outlets were located closer to homes
and workplaces. As a result, people preferred supermarkets/ hypermarkets due
to the convenience of one-stop-shopping and greater variety of products.
Supermarkets and hypermarkets expanded the shelf space allocated to alcoholic
drinks. This contributed to the growth of the alcoholic drinks market, but
also to an increase in the penetration of supermarkets/hypermarkets with
regard to distribution.
The alcoholic drinks market is expected to register positive volume and constant value growth by 2014
Over the forecast period, the market is expected to register positive total
volume and constant value growth. The constant value CAGR registered over the
forecast period is expected to be higher compared with the review period,
which saw a big decline in sales, predominately attributed to the poor
performance of wine and RTDs during 2008. With the recovery of the economy,
growth rates are expected to pick up, with many people returning back to their
former consumption habits.
Table of Contents
EXECUTIVE SUMMARY
- Global economic recession negatively affects sales of alcoholic drinks
- Beer cannibalises sales of wine and spirits
- Efes Pilsen AS leads the alcoholic drinks market
- The share of supermarkets/hypermarkets increases
- The alcoholic drinks market is expected to register positive volume and
constant value growth by 2014
KEY TRENDS AND DEVELOPMENTS
- The smoking ban is expected to affect market growth
- Rapid urbanisation and the high proportion of young people stimulates sales
- The share of the on-trade channel declines in 2009
- The focus of companies is on premium products
- Specialist retailers lose share to grocery retailers
- Summary 1 Leading Specialist Retailers 2008
- Turk Tuborg Bira ve Malt Sanayii AS acquired by CBC Group
- Summary 2 Merger and Acquisition Activity 2008-2009
- Summary 3 Speculated Merger and Acquisition Activity 2009-2010
LEGISLATION
- Summary 4 Number of On-trade Establishments by Type 2004-2008
TAXATION AND DUTY LEVIES
- Table 1 Taxation and Duty Levies on Alcoholic Drinks 2009
- Table 2 Typical Wholesaler and Retailer Off-trade Mark-ups by Selected
Sectors 2009
- Summary 5 Selling Margin of a Typical Beer Brand 2009- Efes Pilsen
- Summary 6 Selling Margin of a Typical Wine Brand 2009 - Yakut
- Summary 7 Selling Margin of a Typical Spirits Brand 2009- Jack Daniel' s
OPERATING ENVIRONMENT
MARKET INDICATORS
- Table 3 Retail Consumer Expenditure on Alcoholic Drinks 2004-2009
MARKET DATA
- Table 4 Sales of Alcoholic Drinks by Sector: Total Volume 2004-2009
- Table 5 Sales of Alcoholic Drinks by Sector: Total Value 2004-2009
- Table 6 Sales of Alcoholic Drinks by Sector: % Total Volume Growth
2004-2009
- Table 7 Sales of Alcoholic Drinks by Sector: % Total Value Growth 2004-2009
- Table 8 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Volume 2009
- Table 9 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: Value 2009
- Table 10 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Volume 2009
- Table 11 Sales of Alcoholic Drinks by Sector by On-trade vs Off-trade
Split: % Value 2009
- Table 12 Company Shares of Alcoholic Drinks by Global Brand Owner 2005-2009
- Table 13 Off-trade Sales of Alcoholic Drinks by Distribution Format: %
Value Analysis 2009
- Table 14 Off-trade Sales of Alcoholic Drinks by Sector and Distribution
Format: % Volume Analysis 2009
- Table 15 Forecast Sales of Alcoholic Drinks by Sector: Total Volume
2009-2014
- Table 16 Forecast Sales of Alcoholic Drinks by Sector: Total Value
2009-2014
- Table 17 Forecast Sales of Alcoholic Drinks by Sector: % Total Volume
Growth 2009-2014
- Table 18 Forecast Sales of Alcoholic Drinks by Sector: % Total Value
Growth 2009-2014
DEFINITIONS
- Published data comparisons
- Summary 8 Research Sources
LOCAL COMPANY PROFILES - TURKEY
BURGAZ ALKOLLu IcKILER SANAYII VE TICARETI AS - ALCOHOLIC DRINKS - TURKEY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 9 Burgaz Alkollu Ickiler Sanayii ve Ticareti AS: Key Facts
- Summary 10 Burgaz Alkollu Ickiler Sanayii ve Ticareti AS: Operational
Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 11 Burgaz Alkollu Ickiler Sanayii ve Ticareti AS: Production
Statistics 2008
- COMPETITIVE POSITIONING
- Summary 12 Burgaz Alkollu Ickiler Sanayii ve Ticareti AS: Competitive
Position 2009
EFE ALKOLLu IcKILER AS - ALCOHOLIC DRINKS - TURKEY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 13 Efe Alkollu Ickiler AS: Key Facts
- Summary 14 Efe Alkollu Ickiler AS: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- COMPETITIVE POSITIONING
- Summary 15 Efe Alkollu Ickiler AS: Competitive Position 2009
EFES PILSEN AS - ALCOHOLIC DRINKS - TURKEY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 16 Efes Pilsen AS: Key Facts
- Summary 17 Efes Pilsen AS: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 18 Efes Pilsen AS: Production Statistics 2008
- COMPETITIVE POSITIONING
- Summary 19 Efes Pilsen AS: Competitive Position 2009
KAVAKLIDERE SARAPLARI AS - ALCOHOLIC DRINKS - TURKEY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 20 Kavaklidere Saraplari AS: Key Facts
- Summary 21 Kavaklidere Saraplari AS: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 22 Kavaklidere Saraplari AS: Production Statistics 2008
- COMPETITIVE POSITIONING
- Summary 23 Kavaklidere Saraplari AS: Competitive Position 2009
MEY ICKI SANAYI VE TICARET AS - ALCOHOLIC DRINKS - TURKEY
- STRATEGIC DIRECTION
- KEY FACTS
- Summary 24 Mey Icki Sanayi ve Ticaret AS: Key Facts
- Summary 25 Mey Icki Sanayi ve Ticaret AS: Operational Indicators
- COMPANY BACKGROUND
- PRODUCTION
- Summary 26 Mey Icki Sanayi ve Ticaret AS: Production Statistics 2008
- COMPETITIVE POSITIONING
- Summary 27 Mey Icki Sanayi ve Ticaret AS: Competitive Position 2009
BEER IN TURKEY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
- Lager price band methodology
- Summary 28 Lager by Price Band 2009
SECTOR DATA
- Table 19 Sales of Beer by Subsector: Total Volume 2004-2009
- Table 20 Sales of Beer by Subsector: Total Value 2004-2009
- Table 21 Sales of Beer by Subsector: % Total Volume Growth 2004-2009
- Table 22 Sales of Beer by Subsector: % Total Value Growth 2004-2009
- Table 23 Sales of Beer by On-trade vs Off-trade Split: Volume 2004-2009
- Table 24 Sales of Beer by On-trade vs Off-trade Split: Value 2004-2009
- Table 25 Sales of Beer by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 26 Sales of Beer by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 27 Beer: Production, Imports and Exports: Total Volume 2003-2008
- Table 28 Beer Exports by Country of Destination: Total Volume 2003-2008
- Table 29 Beer Exports by Country of Destination: Total Value 2003-2008
- Table 30 Beer Imports by Country of Origin: Total Volume 2003-2008
- Table 31 Beer Imports by Country of Origin: Total Value 2003-2008
- Table 32 Company Shares of Beer by National Brand Owner 2005-2009
- Table 33 Company Shares of Beer by Global Brand Owner 2005-2009
- Table 34 Brand Shares of Beer 2006-2009
- Table 35 Forecast Sales of Beer by Subsector: Total Volume 2009-2014
- Table 36 Forecast Sales of Beer by Subsector: Total Value 2009-2014
- Table 37 Forecast Sales of Beer by Subsector: % Total Volume Growth
2009-2014
- Table 38 Forecast Sales of Beer by Subsector: % Total Value Growth
2009-2014
CIDER/PERRY IN TURKEY
TRENDS
RTDS/HIGH-STRENGTH PREMIXES IN TURKEY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
SECTOR DATA
- Table 39 Sales of RTDS/High-strength Premixes by Subsector: Total Volume
2007-2009
- Table 40 Sales of RTDS/High-strength Premixes by Subsector: Total Value
2007-2009
- Table 41 Sales of RTDS/High-strength Premixes by Subsector: % Total Volume
Growth 2007-2009
- Table 42 Sales of RTDS/High-strength Premixes by Subsector: % Total Value
Growth 2007-2009
- Table 43 On-trade vs Off-trade Sales of RTDS/High-strength Premixes:
Volume 2007-2009
- Table 44 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: Value
2007-2009
- Table 45 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Volume Growth 2007-2009
- Table 46 On-trade vs Off-trade Sales of RTDS/High-strength Premixes: %
Value Growth 2007-2009
- Table 47 Company Shares of RTDS/High-strength Premixes by Global Brand
Owner 2005-2009
- Table 48 Company Shares of RTDS/High-strength Premixes by National Brand
Owner 2005-2009
- Table 49 Brand Shares of RTDS/High-strength Premixes 2006-2009
- Table 50 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total
Volume 2009-2014
- Table 51 Forecast Sales of RTDS/High-strength Premixes by Subsector: Total
Value 2009-2014
- Table 52 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Volume Growth 2009-2014
- Table 53 Forecast Sales of RTDS/High-strength Premixes by Subsector: %
Total Value Growth 2009-2014
WINE IN TURKEY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
- Table 54 Sales of Wine by Subsector: Total Volume 2004-2009
- Table 55 Sales of Wine by Subsector: Total Value 2004-2009
- Table 56 Sales of Wine by Subsector: % Total Volume Growth 2004-2009
- Table 57 Sales of Wine by Subsector: % Total Value Growth 2004-2009
- Table 58 Sales of Wine by On-trade vs Off-trade Split: Volume 2004-2009
- Table 59 Sales of Wine by On-trade vs Off-trade Split: Value 2004-2009
- Table 60 Sales of Wine by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 61 Sales of Wine by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 62 Volume Sales of Still Red Wine by Price Segment 2004-2009
- Table 63 Volume Sales of Still White Wine by Price Segment 2004-2009
- Table 64 Volume Sales of Other Sparkling Wine by Price Segment 2004-2009
- Table 65 Sales of Still Red Wine by Grape/Varietal Type 2004-2009
- Table 66 Sales of Still White Wine by Grape/Varietal Type 2004-2009
- Table 67 Sales of Still Rose Wine by Grape/Varietal Type 2004-2009
- Table 68 Sales of Still Red Wine by Quality Classification 2004-2009
- Table 69 Sales of Still White Wine by Quality Classification 2004-2009
- Table 70 Sales of Still Rose Wine by Quality Classification 2004-2009
- Table 71 Wine Production, Imports and Exports: Total Volume 2003-2008
- Table 72 Wine Exports by Country of Destination: Total Volume 2003-2008
- Table 73 Wine Exports by Country of Destination: Total Value 2003-2008
- Table 74 Wine Imports by Country of Origin: Total Volume 2003-2008
- Table 75 Wine Imports by Country of Origin: Total Value 2003-2008
- Table 76 Company Shares of Still Light Grape Wine by National Brand Owner
2005-2009
- Table 77 Company Shares of Still Light Grape Wine by Global Brand Owner
2005-2009
- Table 78 Brand Shares of Still Light Grape Wine 2006-2009
- Table 79 Company Shares of Champagne by National Brand Owner 2005-2009
- Table 80 Company Shares of Champagne by Global Brand Owner 2005-2009
- Table 81 Brand Shares of Champagne 2006-2009
- Table 82 Company Shares of Other Sparkling Wine by National Brand Owner
2005-2009
- Table 83 Company Shares of Other Sparkling Wine by Global Brand Owner
2005-2009
- Table 84 Brand Shares of Other Sparkling Wine 2006-2009
- Table 85 Company Shares of Fortified Wine and Vermouth by National Brand
Owner 2005-2009
- Table 86 Company Shares of Fortified Wine and Vermouth by Global Brand
Owner 2005-2009
- Table 87 Brand Shares of Fortified Wine and Vermouth 2006-2009
- Table 88 Forecast Sales of Wine by Subsector: Total Volume 2009-2014
- Table 89 Forecast Sales of Wine by Subsector: Total Value 2009-2014
- Table 90 Forecast Sales of Wine by Subsector: % Total Volume Growth
2009-2014
- Table 91 Forecast Sales of Wine by Subsector: % Total Value Growth
2009-2014
SPIRITS IN TURKEY
HEADLINES
TRENDS
PRODUCTION, IMPORTS AND EXPORTS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR BACKGROUND
- Vodka, gin and other blended Scotch whisky price band methodology
SECTOR DATA
- Table 92 Sales of Spirits by Subsector: Total Volume 2004-2009
- Table 93 Sales of Spirits by Subsector: Total Value 2004-2009
- Table 94 Sales of Spirits by Subsector: % Total Volume Growth 2004-2009
- Table 95 Sales of Spirits by Subsector: % Total Value Growth 2004-2009
- Table 96 Sales of Spirits by On-trade vs Off-trade Split: Volume 2004-2009
- Table 97 Sales of Spirits by On-trade vs Off-trade Split: Value 2004-2009
- Table 98 Sales of Spirits by On-trade vs Off-trade Split: % Volume Growth
2004-2009
- Table 99 Sales of Spirits by On-trade vs Off-trade Split: % Value Growth
2004-2009
- Table 100 Sales of Other Blended Scotch Whisky by Premium/Super-premium
Split 2004-2009
- Table 101 Sales of Gin by Premium/Super-premium Split 2004-2009
- Table 102 Sales of Vodka by Premium/Super-premium Split 2004-2009
- Table 103 Sales of Flavoured vs Non-flavoured Vodka 2004-2009
- Table 104 Spirits Production, Imports and Exports: Total Volume 2003-2008
- Table 105 Spirits Exports by Country of Destination: Total Volume 2003-2008
- Table 106 Spirits Exports by Country of Destination: Total Value 2003-2008
- Table 107 Spirits Imports by Country of Origin: Total Volume 2003-2008
- Table 108 Spirits Imports by Country of Origin: Total Value 2003-2008
- Table 109 Whisk(e)y Production, Imports and Exports: Total Volume 2003-2008
- Table 110 Brandy & Cognac Production, Imports and Exports: Total Volume
2003-2008
- Table 111 Vodka Production, Imports and Exports: Total Volume 2003-2008
- Table 112 Gin Production, Imports and Exports: Total Volume 2003-2008
- Table 113 Rum Production, Imports and Exports: Total Volume 2003-2008
- Table 114 Tequila Production, Imports and Exports: Total Volume 2003-2008
- Table 115 Liqueurs Production: Total Volume 2003-2008
- Table 116 Other Spirits Production: Total Volume 2003-2008
- Table 117 Company Shares of Spirits by National Brand Owner 2005-2009
- Table 118 Company Shares of Spirits by Global Brand Owner 2005-2009
- Table 119 Brand Shares of Spirits 2006-2009
- Table 120 Forecast Sales of Spirits by Subsector: Total Volume 2009-2014
- Table 121 Forecast Sales of Spirits by Subsector: Total Value 2009-2014
- Table 122 Forecast Sales of Spirits by Subsector: % Total Volume Growth
2009-2014
- Table 123 Forecast Sales of Spirits by Subsector: % Total Value Growth
2009-2014
