PROSPECTS AND OPPORTUNITIES
Rising demand for energy drinks among young people drives growth
The demand for energy drinks is predicted to experience substantial growth during the forecast period, driven primarily by increasing demand from young people. This surge is attributed to the rising number of young individuals looking for a beverage that boosts their energy levels for work or college, and the popularity of consuming these beverages while gaming, watching movies, working, or studying.
Competition is predicted to intensify
Energy drinks is expected to become increasingly competitive over the forecast period, with an increasing number of local brands in Turkey. The introduction of more affordable private label lines will expand consumer choice, following in the footsteps of BIM's Performans brand.
Retail e-commerce set to boost share
Retail e-commerce is projected to play an increasingly significant role in the distribution of energy drinks by 2029. This follows a notable increase in the channel's share towards the end of the review period.
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Overview:
Understand the latest market trends and future growth opportunities for the Energy Drinks 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 Energy Drinks 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 Energy Drinks 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 Energy Drinks in Turkey?
- To what extent are health considerations impacting consumption of Energy Drinks in Turkey?
- How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Energy Drinks in Turkey?
- Which are the leading brands in Energy Drinks in Turkey?
- What potential exists for multinational or domestic soft drinks companies to expand in Turkey?
- How are products distributed in Energy Drinks in Turkey?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How have home seclusion and social distancing measures following COVID-19 impacted sales of Energy Drinks?
- How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
- Where is future growth expected to be most dynamic?
Energy Drinks in Turkey - Category analysis
KEY DATA FINDINGS
Energy drinks resonate with Turkey’s young population
Reduced sugar energy drinks grow from low base
Red Bull preserves its leading position
Rising demand for energy drinks among young people drives growth
Competition is predicted to intensify
Retail e-commerce set to boost share
Soft Drinks in Turkey - Industry Overview
Soft drinks in 2024: The big picture
2024 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Fountain sales in Turkey
DISCLAIMER
The following categories and subcategories are included:
Energy Drinks
- Regular Energy Drinks
- Reduced Sugar Energy Drinks
Energy Drinks
These are the aggregated total of regular and reduced sugar functional drinks designed to boost energy levels. Often lightly carbonated, these contain high levels of caffeine and a number of added water-soluble vitamins, most often a selection of B vitamins including niacin, pantothenic acid, vitamin B6, and vitamin B12. Ingredients can also include amino acids such as taurine and glucuronolactone, as well as herbal products such as guarana and ginseng. Can be carbonated or still. Leading brands in off-trade volume include Red Bull, Monster and RockStar. Glucose-based energy beverages such as Lucozade Energy are included here.
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 Energy Drinks research and analysis database.
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