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Turkey Beer Market Insights 2013

Turkey beer market: Industry future not bright due to proposed high taxation

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2014-01-31 03:14:01 - Turkey Beer Market Insights 2013 - a new market research report on

The Turkey beer market grew in 2012 despite increased excise duty raising prices and the growing conservatism of the population. Large brewers continued to work hard to increase sales and the successful performance of the second largest brewer in the market, Turk Tuborg was key to the growth in 2012.

The current AKP government has been ruling the country for more than a decade now with strong religious/conservative views and have imposed policies for reducing the consumption of alcoholic beverages. The future of the market is not bright considering high taxation. The government is very likely to increase special consumption tax (OTV) on domestic/licensed beers and excise duty on imports.

The leading company Efes Beverage Group continued to dominate the market, while



its competitor Turk Tuborg has stolen share of volume. Turk Tuborg´s successful Tuborg Gold brand has been supported by marketing activities and grew above the category in volume of consumption

The number of smaller importers increased and a larger number of world beers have been available in the market. The increased number of beer options helped to improve consumer knowledge of beer. Export volume also went up around 11% on 2011. Beers from Turkey are mainly exported to Middle Eastern countries, especially Iraq.

The value of the beer market grew around 25% on the previous year. In addition to the inflation rate, this value increase can be mainly attributed to the rise in the rate of excise duty (OTV) from YTL2.65 to YTL3.10 per liter in October, which equates to an increase of ytl0.23 on a 50cl pack of beer.

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