Turkey Beer Market Insights 2013
A detailed market research report on the Turkey beer industry. Researched and published by Canadean.
Introduction and Landscape
Why was the report written?
This report comprises high level market research data on the Turkey beer industry, published by Canadean. The report covers total market (on- and off-premise) and includes valuable insight and analysis on beer market trends, brands, brewers, packaging, distribution channels, market valuation and pricing.
What is the current market landscape and what is changing?
The Turkish beer market grew in 2012 despite increased excise duty raising prices and the growing conservatism of the population
What are the key drivers behind recent market changes?
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.
What makes this report unique and essential to read?
The Turkey Beer Market Insight report is designed for clients needing a quality in-depth understanding of the dynamics and structure of the Beer market. The report provides a much more granular and detailed data set than our competitors. All data has been researched, brand upwards, by an experienced ‘on-the-ground’ industry analyst who conducts face-to-face interviews with key producers, leading companies in allied industries, distributors and retailers.
Key Features and Benefits
This report provides readers with an excellent way of gaining a thorough understanding of the dynamics and structure of the Turkey Beer industry. Data includes volumes from 2008 to 2012 plus forecasts for 2013, enabling historical and current trend analysis.
This report provides readers with in-depth market segmentation: mainstream, premium, super premium, discount, alcoholic strength, local segmentation, beer type.
This report provides data and analysis of the performance of both domestic and imported brands and reports on new product activity in 2012.
This report provides an analysis of industry structure, reports on company volumes and contains brewer profiles for major brewers.
This report provides distribution channel data (on- vs off-premise) and discusses the latest trends in the key sub-channels. Packaging data includes consumption volumes by pack material, type, size, refillable vs non-refillable, multi-serve vs single serve. Market valuation data and pricing data, including beer consumption by price segment/distribution channel and selected consumer beer prices are also included.
Key Market Issues
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 growing popularity of imported beers was a trend which continued in 2012.
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.
Turk Tuborg’s activity during 2012 was key to the growth in the category.
The political situation in the Middle East, especially in Syria, continues to play an important role in the development of the Turkish economy.
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.
Brewers have been investing in some restaurants and bars by providing branded furniture and constructing outdoor areas themselves in return for advertising rights within the premises. Efes Beverage Group even has streets which become known as ‘Efes street in some neighborhoods, which are completely renovated by the company, including lamps, paving stones etc
Table of contents
The Consumer Palate
All Commercial Beverages
Legislation and Taxation
Market Parameter Tables
Population Size and Growth 1984-2015F
East Europe Population Size and Growth 2002-2013F
Economic Indicators 2004-2014F
East Europe Commercial Beverage Consumption - Per Capita, 2002-2013F
East Europe Commercial Beverage Consumption - Per Capita - % Share, 2002-2013F
East Europe Beverage Consumption Per Capita - Growth, 2003-2013F
Legislation and Taxation Tables
Table 1.5.1 - Taxation Base
Table 1.5.2 - Historical Excise Rates of Beer
Table 1.5.3 - Legal Controls on Beer
Table 1.5.4 - Tax Burden on Beer @ 5% Abv, 2012
Market Background Briefing
Beer Definitions by Type – Local Segmentation
Beer Definitions by Type – Standard Price Segmentation
Beer Definitions by Type – Alcoholic Strength
Beer Definitions by Type – Beer Type
Beer Definitions by Type – Local, National and International
Beer Key Facts
Current and Emerging Trends
Imports and Exports
Top 10 Beer Brands - Volume, 2010-2012
Top 10 International Premium and Super-premium Beer Brands - Volume, 2010-2012
Licensed Brand Owners and Licensees
Private Label/Private Label Producers
New Products Activity
Chart - Leading Brewers/Importers, 2012
Chart - Consumption by Pack Material/Type, 2012
Chart - Distribution by Channel, 2012
Chart - Consumption by Price Segment, 2012
Market Valuation & Pricing
Beer Market Valuation (Local Currency), 2011-2013F
Distribution and Pricing Tables
Table 3.6.1 Outlet Universe for Beer - Number / % Share, 2008-2012
Table 3.6.2 - Outlet Universe For Beer By Turnover - Value/% Share, 2008-2012
Table 3.7.1 - Leading Grocery Multiples, 2012
Table 3.8 - Leading Importers and Distributors, 2012
Table 3.9 – Trade Margin Build-Up Model
Table 3.10.1 - Selected Consumer Beer Prices: Off-Premise, 2011-2013
Table 3.10.2 - Selected Consumer Beer Prices: On-Premise, 2011-2013
Beer Data Tables
Commercial Beverage Consumption - per Capita - Litres, 2002-2013F
Commercial Beverage Consumption - per Capita - % Share, 2002-2013F
Commercial Beverage Consumption - per Capita - Growth, 2002-2012
Commercial Beverage Consumption - Million Litres, 2002-2013F
Alcoholic Beverage Consumption - Litres of Pure Alcohol (LPA) Per Capita, 2002-2013F
Beer Production/Trade/Consumption, 2002-2013F
Beer Production/Trade/Consumption - Growth, 2002-2013F
Consumption of FABs and Cider, 1999-2013F
Beer Foreign Trade By Country (Imports), 2009-2013F
Beer Foreign Trade By Country (Exports), 2009-2013F
Beer Market Valuation (Local Currency), 2011-2013F
Beer Consumption by Local Definition, 2009-2013F
Beer Consumption by Standard Price Segmentation, 2009-2013F
Beer Consumption by Alcoholic Strength, 2009-2013F
Beer Consumption by Type, 2009-2013F
Beer Consumption by Geographic Scope, 2009-2013F
Beer All Trademarks, 2008-2012
Beer Brands by Local Definition, 2008-2012
Beer Brands by Standard Price Segment, 2008-2012
Beer Brands by Alcoholic Strength, 2008-2012
Beer Brands by Type, 2008-2012
Beer Imported Brands by Origin, 2008-2012
Beer Licensed Brands, 2008-2012
Beer Private Label Brands, 2008-2012
Beer Trademark Owners, 2008-2012
Beer Local Operators, 2008-2012
Beer Leading Brewers/Importers, 2008-2012
Beer Consumption by Pack Mix: Refillability/Type/Pack/Size, 2009-2013F
Beer Distribution: On vs Off Premise, 2009-2013F
EFES BEVERAGE GROUP
Park Group Brand Volumes, 2008-2012
ULGENLER TUR VE TIC LTD STI
VINAS DIS TICARET
List of Tables
Table 1: Turkey Population Size and Growth, 1991-2015F
Table 2: East Europe Population Size and Growth, 2002-2013F
Table 3: Turkey Economic Indicators, 2004-2014F
Table 4: East Europe Commercial Beverage Consumption - Per Capita, 2002-2013F
Table 5: East Europe Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 6: East Europe Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 7: Taxation Base
Table 8: Historical Excise Rates of Beer
Table 9: Legal Controls on Beer
Table 10: Tax Burden on Beer @ 5% Abv, 2012
Table 11: Leading Retail Groups for Beer 2008-2012 (number of outlets)
Table 12: Beer Key Facts
Table 13: Top 10 Beer Brands - Volume, 2010-2012
Table 14: Top 10 International Premium and Superpremium Beer Brands - Volume, 2010-2012
Table 15: Licensed Brand Owners and Licensees
Table 16: Beer Market Valuation (Local Currency), 2011-2013F
Table 17: Trade Margin Build-Up Model
Table 18: Selected Consumer Beer Prices: Off-Premise, 2011-2013
Table 19: - Selected Consumer Beer Prices: On-Premise, 2011-2013
Table 20: Commercial Beverage Consumption - Litres Per Capita, 2002-2013F
Table 21: Commercial Beverage Consumption - Per Capita % Share, 2002-2013F
Table 22: Commercial Beverage Consumption - Per Capita Growth, 2003-2013F
Table 23: Commercial Beverage Consumption - Million Liters, 2002-2013F
Table 24: Average Beverage Consumption - Liters of Pure Alcohol (LPA) Per Capita, 2002-2013F
Table 25: Beer Production/Trade/Consumption, 2002-2013F
Table 26: Beer Production/Trade/Consumption - Growth, 2002-2013F
Table 27: Consumption of FABs and Cider, 2002-2013F
Table 28: Beer Foreign Trade By Country (Imports), 2009-2013F
Table 29: Beer Foreign Trade By Country (Exports), 2009-2013F
Table 30: Beer Market Valuation (Local Currency), 2011-2013F
Table 31: Beer Consumption by Local Definition, 2009-2013F
Table 32: Beer Consumption by Standard Price Segmentation, 2009-2013F
Table 33: Beer Consumption by Alcoholic Strength, 2009-2013F
Table 34: Beer Consumption by Type, 2009-2013F
Table 35: Beer Consumption by Geographic Scope, 2009-2013F
Table 36: Beer All Trademarks, 2008-2012
Table 37: Beer Brands by Local Definition, 2008-2012
Table 38: Beer Brands by Standard Price Segment, 2008-2012
Table 39: Beer Brands by Alcoholic Strength, 2008-2012
Table 40: Beer Brands by Type, 2008-2012
Table 41: Imported Brands by Origin, 2008-2012
Table 42: Beer Licensed Brands, 2008-2012
Table 43: Beer Trademark Owners, 2008-2012
Table 44: Beer Local Operators, 2008-2012
Table 45: Beer leading Brewers/Importers, 2008-2012
Table 46: Beer Consumption by Pack Mix: Refillability/Pack/Size, 2009-2013F
Table 47: Beer Distribution: On vs Off Premise, 2009-2013F
Table 48: Breweries Capacity (000s HL)
Table 49: Efes Beverage Group Full Brand List
Table 50: Efes Beverage Group Brand Volumes 2008-2012
Table 51: BreweriesCapacity (000s HL)
Table 52: Turk Tuborg Full Brand List
Table 53: Turk Tuborg Brand Volumes 2008-2012
Company Park Group
Company Sural Otel
Company TAPS Microbrewery
List of Figures
Chart – Leading Brewers/Importer, 2012
Chart – Consumption by Pack Material/Type, 2012
Chart – Distribution by Channel, 2012
Chart – Consumption by Price Segment, 2012
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