Consumer and Market Insights: Spirits Market in Turkey

Date: 2015-11

The Turkey’ Spirits market is forecast to register growth in value as well as volume terms during 2014-2019. The Specialty Spirits category will have the largest volume share while Brandy will be the fastest growing category during 2014-2019. Increasing levels of urbanization and rising employment rates in Turkey will stimulate consumer demand for imported and premium quality Spirits. In addition, rising taxes on Raki (the national drink) is shifting the consumer preference towards imported Spirits, and consequently, the manufacturers are looking for opportunities outside the home market in order to maintain their profitability.

Key Findings
– Across the eight Spirits categories analyzed, the Specialty Spirits was the leading category with largest market size in the Turkey’s Spirits market. The Brandy will be the fastest growing category by value, registering growth at a CAGR of 3.9% during 2014-2019

– Turkey’s Spirits market is competitive where Yeni Rakhi, with 54.5% share is the leading brand in the Specialty Spirits category

– Food and Drinks Specialists led the distribution of Spirits products across all major categories with a 43.3% share in the overall Spirits distribution in 2014

– Glass is the only packaging material used in the Spirits market in Turkey

– Although domestically produced Raki accounts for the majority of the volume share, with a stable economy and growing disposable incomes, middle income consumers are trading up to top-shelf products and moving towards imported Spirits such as Vodka and Whiskey, predominantly in the on-trade channel

– Increasing urbanization and rising employment rates in Turkey will stimulate consumer demand, helped by affordability.

The Canadean’s Consumer and Market Insights report on the Spirits market in Turkey provides insights on high growth categories to target, trends in the usage of packaging materials, types and closures category level distribution data and brands market shares.

What else is contained?

– Market data: Overall market value and volume data with growth analysis for 2014-2019

– Category coverage: Value and growth analysis for Brandy, Gin and Genever, Liqueurs, Rum, Specialty Spirits, Tequila and Mezcal, Vodka, Whiskey, with inputs on individual segment share within each category and the change in their market share forecast for 2014-2019

– Leading players: Market share of brands and private labels, including private label growth analysis from 2011-2014

– Distribution data: Value shares within each category through channels such as Hypermarkets and Supermarkets, Convenience Stores, Food and Drinks Specialists and more

– Packaging data: consumption breakdown for packaging materials and containers in each category, in terms of percentage share of number of units sold. Packaging material data for flexible packaging, rigid plastics, rigid metal and others; container data for: trays, tubs, foils and others.

– Consumer level trends: Top four consumer trends which influence Spirits consumption

– Future outlook: Reviews and recommendations on how the market will shape up from 2014-2019

– Identify high potential categories and explore further market opportunities based on detailed value and volume analysis

– Existing and new players can analyse 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 Spirits 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 market that will provide a clear picture of the opportunities that can be tapped over the next five years, resulting in revenue expansion”


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