Competitive Landscape
Türk Tuborg Strengthens Position as Anadolu Efes Innovates to Retain Share
Beer in Türkiye remains highly concentrated in 2025, with Efes Pilsen AS and Türk Tuborg Bira ve Malt Sanayii AS jointly accounting for almost the entire category. Efes Pilsen holds a 51% total volume share, while Türk Tuborg has increased its share to 49%.
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Overview:
Understand the latest market trends and future growth opportunities for the Beer industry in Turkey with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Beer industry in Turkey, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty
The Beer in Turkey report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Beer in Turkey?
- Where is consumer demand for Beer focussed?
- Which is being consumed more; beer, wine or spirits?
- Where is demand growing? Stagnating?
- How is the operating environment for alcoholic drinks changing?
- Which are the leading brands in Turkey?
- How are products distributed in Turkey?
- What are the key trends in new product development?
- Do consumers want value for money or added value?
- How will macroeconomic context and shifting cultural values shape future growth?
- How will COVID-19 and recession impact the alcoholic drinks industry?
- Where is future growth expected to be most dynamic?
Beer in Türkiye - Category analysis
Key Data Insights
Beer Summary
Volume Decline Amid Inflation, Shifting Consumption and Weaker Tourism Support
Mainstream Lager Leads Volumes as Premium and Craft Styles Diversify Demand
Premium Innovation and Flavour Launches Reinforce Polarisation in Beer Consumption
Gradual Recovery Constrained by Value Pressures, with Premium and Imported Segments Outperforming Mainstream Lager
Brewers Prioritise Dark Beer Innovation to Drive Growth across the Forecast Period
Türk Tuborg Strengthens Position as Anadolu Efes Innovates to Retain Share
Migros and Carrefour Expand Their Beer Selections to Attract Value-Seeking Shoppers
Retail E-Commerce Ban Eliminates Online Competition and Shapes Offline Retail Dynamics
Alcoholic Drinks in Türkiye - Industry Overview
2025 Developments
Key Data Insights
Volume Declines Amid Inflation-Driven Polarization and the Shift toward At-Home Consumption
Beer Retains Its Dominance While Spirits Drive the Strongest Growth Amid Increasing Polarization
Brands Leverage Tradition to Defend Share in Turbulent Times
Growth Is Set to Remain Flat Amid Sustained Affordability Pressure, Beer Dominance and Selective Spirits
Tourism-Driven On-Trade Revival Is Set to Boost Premium Spirits and Cocktails
Gradual Macroeconomic Improvements Are Expected Amid Persistent Affordability Pressure
Türk Tuborg and Efes Pilsen as Drive Consolidation with New Spirits Moves
Acquisitions Reshape Spirits as Cross-Category Synergies Emerge
Supermarkets Broaden Ranges While Taking Share From Tekel Shops
On-Trade Loses Ground as Economic Pressures Shift Demand to Off-Trade
Retail E-Commerce Remains Restricted as Offline Channels Shape Consumer Choice
Legislation
Legal Purchasing Age and Legal Drinking Age
Drink Driving
Advertising
Smoking Ban
Opening Hours
On-Trade Establishments
Taxation and Duty Levies
Contraband/Parallel Trade
Duty Free
Cross-Border/Private Imports
Country Reports Disclaimer
The following categories and subcategories are included:
Beer
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- Ale
- Sorghum
- Weissbier/Weizen/Wheat Beer
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- Flavoured/Mixed Lager
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- Domestic Premium Lager
- Imported Premium Lager
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- Domestic Mid-Priced Lager
- Imported Mid-Priced Lager
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- Domestic Economy Lager
- Imported Economy Lager
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- Domestic Premium Lager
- Domestic Mid-Priced Lager
- Domestic Economy Lager
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- Imported Premium Lager
- Imported Mid-Priced Lager
- Imported Economy Lager
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- Low Alcohol Beer
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- Standard Non Alcoholic Beer
- Malta Style Non Alcoholic Beer
- Stout
Beer
An alcoholic drink usually brewed from malt, sugar, hops and water and fermented with yeast. Some beers are made by fermenting a cereal, especially barley, and therefore not flavoured by hops. Alcohol content for beer is varied – anything up to and over 14% ABV (alcohol by volume), although 3.5% to 5% is most common. Beer is the aggregation of lager, dark beer, stout and non/low alcohol beer.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders.
- Track key industry trends, opportunities and threats.
- Inform your marketing, brand, strategy and market development, sales and supply functions.
This report originates from Passport, our Beer research and analysis database.
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