In 2024, total sales of alcoholic drinks rose in both volume and value terms in Turkey. The market experienced a dynamic shift influenced by inflation, and changing consumer preferences. Volume sales were impacted by rising costs, premiumisation, product innovation, and the increasing popularity of at-home consumption, which shaped the market’s overall trajectory. The special consumption tax (ÖTV) increases in January and July led to significant price hikes, leading to high value growth, and influencing consumer purchasing behaviour and prompting a shift towards economy options in some categories. Meanwhile, the demand for premium and craft alcoholic beverages continued to rise, as seen in the beer and spirits categories.
Beer was the largest and the most dynamic category in alcoholic drinks in 2024 thanks to its traditional popularity as an affordable and low alcohol product, with mid-priced domestic brands driving sales. Spirits remained the second largest category, as well as being the second most dynamic, thanks to the size of raki (aniseed-flavoured spirits) and whiskies, in particular. Within spirits, whiskies, liqueurs, and gin saw strong performances in the off-trade channel, benefiting from rising home consumption and evolving consumer tastes. In contrast, cider/perry continued to decline as consumers favoured beer and spirits, while wine suffered from rising prices in the context of increased consumer budget-consciousness.
Efes Pilsen and Türk Tuborg maintained their leading positions within total alcoholic drinks, thanks to their dominance in beer. The companies leading brands were Efes Pilsen and Tuborg, respectively, in the mid-priced lager segment, although they were also present in a range of other beer categories.
Alcoholic drinks specialist retailers have traditionally led the Turkish market. However, a notable shift is occurring as supermarkets gain a larger share. This change is being driven by players in the supermarkets channel utilising their extensive shelf space to offer a wider variety of alcoholic beverages, appealing to consumers seeking greater choice. Additionally, the convenience of one-stop shopping has further boosted supermarket sales, aligning with consumer preferences for efficiency. As a result, the channel is increasingly challenging the established dominance of specialist alcoholic drinks retailers in Turkey. Nonetheless, both supermarkets and food/drink/tobacco specialists managed to increase their share of alcoholic drinks volume sales in 2024, at the expense of small local grocers, hypermarkets and discounters.
Off-trade sales stole share from the on-trade channel in 2024 due to people decreasing the frequency of going out to eat and drink because of economic pressures, with more consumers drinking at home. However, tourism-driven demand helped to sustain premium sales in high-end hotels and bars. Both beer and spirits saw upmarket trends thanks to increasing premiumisation and the expansion of the craft segment in beer.
Over the forecast period, both off-trade and on-trade volume sales of alcoholic drinks are expected to experience positive growth in both volume and value terms. The overall improvement in economic conditions is anticipated to boost disposable incomes, further driving market expansion. Additionally, while economic conditions will continue to shape purchasing behaviour, the introduction of new and sophisticated products, along with a wider availability of diverse alcoholic drinks across the country, is set to support overall market growth. Indeed, value sales will be bolstered by premiumisation and product diversification.
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Alcoholic Drinks
Alcoholic drinks is the aggregation of beer, wine, spirits, cider/perry and RTDs.
See all of our definitionsThis report originates from Passport, our Alcoholic Drinks research and analysis database.
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