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Distribution Trends in Soft Drinks Turkey
Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
Distribution Trends .................................................................................................................................... 2
Market Valuation/Pricing ............................................................................................................................ 2
Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 3
Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 3
Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ........ 4
Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 4
Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 5
Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 5
Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) .. 6
Soft Drinks Product Definitions ..................................................................................................... 7
Glossary ..........................................................................................................................................14
Forecast Methodology...................................................................................................................16
Soft Drinks Service/Dec-2010 1
Turkey Distribution Trends in Soft Drinks
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
Dynamics & Forecasts to 2015
Distribution Trends
Excluding bulk/HOD water, off-premise channels continued their overwhelming lead of soft drinks, accounting
for around 67% of total volume in 2009, marginally higher than in 2008. The impact of consumers curtailing their
budgets on eating out and the continuing expansion and penetration of key account and discounter outlets were
the main drivers in this share gain by off-premise. The modern trade in particular saw a 16% average annual
increase in soft drinks volumes flowing through its channels between the end of 2004 and 2009. The expansion
of chains such as BIM (discounter), Kipa (Tesco), Carrefour and Migros among others was instrumental in these
developments. Conversely, the traditional trade only increased at a rate of 4% since 2004, seeing its share
decline, as consumers continued to switch to the modern trade.
Within on-premise, total soft drinks volumes increased at an average annual rate of 9% from 2004, although
2009 witnessed only a 3% increase. Within on-premise, EDA establishments were the most important channel,
accounting for 47% of volume in 2009, followed by institutions (20%) and QSR (16%).
Market Valuation/Pricing
While overall volumes of soft drinks increased (including bulk/HOD water) and were up nearly 5% in 2009
(compared to 6% and 8% in 2008 and 2007 respectively), total soft drinks market valuation increased by less
than 2% in 2009 compared to 10% in 2008. The decline in consumer spend in on-premise and the attempt by
suppliers to increase below the line discounts across high volume categories, such as carbonates and nectars,
played a significant role in this decrease in value in 2009.
Total value of the soft drinks market