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Alcoholic Drinks in Turkey

Turkey alcoholic drinks market: Efes Pilsen the leading player during 2012

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2014-01-21 22:23:01 - Alcoholic Drinks in Turkey - a new market research report on

In 2012 volume growth was stronger than the review period CAGR. The growth came about due to the strong performance of beer, which is the market leader, as well as the good performance of some of the untraditional spirits categories, such as whiskey and vodka. Rising disposable incomes, urbanisation, good weather conditions and marketing investments of leading companies were the main reasons behind this positive trend.

Successive increases to Special Consumption Tax had a knock-on effect on retail prices, which led to a decline in volume sales across multiple alcoholic drinks categories in 2012. As a result of the price increases, many consumers switched to either cheaper brands within a given category or cheaper category types such as vodka and



beer. The latter also benefited from good weather conditions.

Efes Pilsen AS maintained its leading position in 2012 due to the fact that beer is the largest category within alcoholic drinks and also as a result of the company´s long presence in Turkey, strong distribution network and brand popularity. Türk Tuborg Bira ve Malt Sanayii ranked second while Mey Içki Sanayi ve Ticaret AS, which was recently acquired by Diageo Plc ranked third due to its dominant position within aniseed-flavoured spirits (raki).

In 2012, food, drink and tobacco specialists maintained the leading position in terms of distribution channel for alcoholic drinks sales followed by supermarkets. Supermarkets are becoming increasingly popular at the expense of small grocery retailers as well as food, drink and tobacco specialists, due to their on-going expansion and their offering of convenient one-stop shopping. Furthermore, supermarkets generally offer a vast range of products and unit prices tend to be lower, attracting cash-strapped consumers.

Due to its young and urban population with increasing disposable incomes, Turkey offers great potential for future alcoholic drinks growth. In addition, improvements in tourism are further expected to support growth across a number of categories. Given this consumer potential, alcoholic drinks are expected to record positive volume and value growth over the forecast period. The most significant threat to growth comes from a possible legislative change, which might impact marketing and sales of alcoholic drinks.

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