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Turkey Food and Drink Report Q4 2008
Business Monitor International, Nov 2008, Pages: 62
Turkey Food Drink Report provides independent forecasts and competitive intelligence on Turkey's food and drink industry.
The Turkish drinks sector has experienced a spate of considerable activity in recent months, as discussed in our recently published Turkey Food & Drink Report for Q408. As discussed in the report, some sub-sectors in the drinks industry, such as beer, are doing very well. In June 2008 Turkey's leading brewer Anadolu Efes reported impressive growth in its domestic beer sales, which grew by 23% in the first quarter of the year thanks to tighter government regulation of illegally produced drinks and a successful promotional campaign. According to a statement the company made to the Istanbul Stock Exchange, beer sales in Turkey rose to 1.7mn hl, as more Turks switch from drinking wine and spirits, including the national drink raki, to beer.
The government's concerted efforts to clamp down on the production and sale of bootleg drinks have also provided a significant boost to beer sales, while the country's thriving tourism industry also benefits the sector as a whole. Another potential driver behind future beer sales could be a new law that has just come into effect that will block the sales of alcoholic beverages and cigarettes outside of their original packaging. As this could potentially stop bars and restaurants selling drinks by the glass, this could have a major negative impact on the sale of wine and spirits, while bolstering beer sales.
The local raki industry is already showing signs of struggling, and in late July 2008 industry sources said raki consumption in Turkey dropped to 43mn litres in 2007, down from 46mn litres in 2006. This official drop in consumption can be linked to rising alcohol taxes, which has led to a thriving black market for alcoholic drinks in the country. Nevertheless, the news is not all grim, with many expecting that raki consumption has hit its low, with an upward trend expected for this year. Raki is considered Turkey's national drink, and many producers are now lobbying for the spirit to be protected against regular taxation. Many producers have looked to export markets as a means of overcoming the difficulties in the domestic alcoholic drinks sector. Cyprus is a major export market, as are European countries with large Turkish populations, while exports to the US are also growing.
Turning to the hot drinks sector, in August 2008 the key members of Turkey's tea industry announced their plans to establish a joint marketing company in an effort to improve their industry's reputation and productivity. The new joint marketing company, expected to have the participation of around 90 firms, will also look to regulate the market, and is hoping to establish a commodity exchange that is planned for 2009. A key goal of the organisation will be to promote Turkish tea abroad, targeting Russia and Central Asian countries in particular. A major aim will be to deal with poor production quality, low prices and tea smuggling, all of which serve to damage the local industry.
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