Turkey Quarterly Beverage Tracker Report Q3 2013




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Product Synopsis

Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Turkey beverage market

Introduction and Landscape

Why was the report written?

In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator

What is the current market landscape and what is changing?

Soft drinks remained stable for the year, with packaged water, hot drinks and dairy beverages counterbalancing the decline of carbonates and bulk/HOD water 

What are the key drivers behind recent market changes?

Economic development continued in Q3-13, whilst the Turkish tourism industry was hit by protests and the Syrian issue

What makes this report unique and essential to read?

Designed for clients who want to understand the latest trends in the Turkey beverage industry and want more detail and analysis on this data. Canadean's Turkey Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments

Key Features and Benefits

  • Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
  • An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. Selected retail pricing data is given for the most recent quarter and the previous four quarters, enabling analysis of price movements. 
  • Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
  • Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavour, pack type, pack size, retail price and selected pack shots) and the latest industry news.
  • Focus on Functional Soft Drinks and Healthy Innovation

Key Market Issues

  • The carbonates category found itself on the wrong side of the health and wellness trend and suffered a decline of close to 14% in Q2-13, the worst quarterly contraction in many years
  • The popularity and affordability of JNSD drinks are the driver for the decline of fruit powders volumes
  • The key reason for the energy drinks slowdown is mainly the poor performance of leading brands, which are losing share to smaller brands that are less expensive
  • The negative impact of the recent ban in retail which prohibits selling alcoholic beverages at night from 10pm to 6am is yet to be seen but will be in the coming months
  • Unless a local company starts producing a soymilk product, the category is like to remain small in the future

Key Highlights

  • Packaged water benefits from a healthy image and it is more convenient for consumers than bulk/HOD water
  • The juice category has benefitted from advertising including advertising for nectars
  • The main reason for increased white milk consumption was the positive impact of the School Milk Project on parents' perceptions towards milk consumption
  • Even during the hot summer months hot tea is highly popular in Turkey, it's the most popular commercial beverage in the country
  • The key reason for the high cider growth has been the increased number of imported products available