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Premiumisation, innovation and health drive value growth in hot drinks in 2025
In 2025, retail sales of hot drinks in Turkey experienced a significant increase, primarily due to price hikes driven by currency fluctuations and a trend towards premium products. Coffee recorded the highest value growth, while tea remained the largest category by volume. Product innovation, such as new flavours and functional blends, played a key role in maintaining consumer interest despite inflationary pressures. Health, wellness, and sustainability also affected consumption patterns, with green tea and fruit/herbal tea outperforming traditional black tea. Additionally, companies were adopting recyclable and portion-controlled packaging.
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Overview:
Understand the latest market trends and future growth opportunities for the Hot 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.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Coffee
- Tea
- Other Hot Drinks
If you're in the Hot 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 Hot 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 Hot Drinks in Turkey?
- To what extent are health considerations impacting consumption of Hot Drinks in Turkey?
- What are the traditional preferences in Hot Drinks in Turkey? To what extent are these tastes changing amidst increasing international influence and the growth of chained cafés?
- How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Hot Drinks in Turkey?
- Which are the leading brands in Hot Drinks in Turkey?
- How are products distributed in Hot Drinks in Turkey?
- How is the rise of e-commerce changing the retail and competitive landscape?
- Have home seclusion and social distancing measures following COVID-19 benefited sales of Hot Drinks?
- Where is future growth expected to be most dynamic?
Hot Drinks in Turkey
Premiumisation, innovation and health drive value growth in hot drinks in 2025
KEY DATA FINDINGS
Retail value sales rise amid premiumisation and currency-driven price growth
Product innovation sustains consumer engagement in hot drinks amid inflation
Health, wellness and sustainability shape hot drinks consumption in 2025
Steady growth is expected for hot drinks amid mature conditions
Innovation to set to drive growth in hot drinks through health and premiumisation trends
Digital adoption and consumer lifestyle changes impact distribution channels within hot drinks
Cay Isletmeleri Genel Müdürlügü retains its top position through leading tea brands
Ofcaysan AS and Dogus Cay record dynamic growth through tea innovations
Supermarkets leads sales of hot drinks, while discounters and retail e-commerce drive growth
The on-trade channel drives growth for hot drinks, fuelled by social interactions and tourism demand
Table 1 Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2020-2025
Table 2 Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2020-2025
Table 3 Retail Sales of Hot Drinks by Category: Volume 2020-2025
Table 4 Retail Sales of Hot Drinks by Category: Value 2020-2025
Table 5 Retail Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 6 Retail Sales of Hot Drinks by Category: % Value Growth 2020-2025
Table 7 Foodservice Sales of Hot Drinks by Category: Volume 2020-2025
Table 8 Foodservice Sales of Hot Drinks by Category: % Volume Growth 2020-2025
Table 9 Total Sales of Hot Drinks by Category: Total Volume 2020-2025
Table 10 Total Sales of Hot Drinks by Category: % Total Volume Growth 2020-2025
Table 11 NBO Company Shares of Hot Drinks: % Retail Value 2021-2025
Table 12 LBN Brand Shares of Hot Drinks: % Retail Value 2022-2025
Table 13 Penetration of Private Label in Hot Drinks by Category: % Retail Value 2020-2025
Table 14 Retail Distribution of Hot Drinks by Format: % Volume 2020-2025
Table 15 Retail Distribution of Hot Drinks by Format and Category: % Volume 2025
Table 16 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Breakdown 2025-2030
Table 17 Forecast Sales of Hot Drinks by Retail vs Foodservice: % Volume Growth 2025-2030
Table 18 Forecast Retail Sales of Hot Drinks by Category: Volume 2025-2030
Table 19 Forecast Retail Sales of Hot Drinks by Category: Value 2025-2030
Table 20 Forecast Retail Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 21 Forecast Retail Sales of Hot Drinks by Category: % Value Growth 2025-2030
Table 22 Forecast Foodservice Sales of Hot Drinks by Category: Volume 2025-2030
Table 23 Forecast Foodservice Sales of Hot Drinks by Category: % Volume Growth 2025-2030
Table 24 Forecast Total Sales of Hot Drinks by Category: Total Volume 2025-2030
Table 25 Forecast Total Sales of Hot Drinks by Category: % Total Volume Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
Summary 1 Research Sources
Coffee in Turkey
KEY DATA FINDINGS
Shifting consumer habits drive robust growth for coffee in Turkey
Premiumisation drives growth while at-home coffee machines support sales
Fresh coffee beans drive growth as consumers increasingly seek high-quality experiences
Consumers are expected to embrace high-quality, café-style coffee experiences at home
Growth is set to be driven by digital and technological innovation
Interest in eco-friendly packaging and sustainably sourced coffee beans is set to rise
Nestlé Gida Sanayii maintains its leadership through brand reputation and innovation
BIM Birlesik Magazacilik AS registers strong growth with its affordable private label ranges
Affordable pricing and easy accessibility made discounters the leading distribution channel
Retail e-commerce strengthens as the most dynamic channel for coffee in 2025
Table 26 Retail Sales of Coffee by Category: Volume 2020-2025
Table 27 Retail Sales of Coffee by Category: Value 2020-2025
Table 28 Retail Sales of Coffee by Category: % Volume Growth 2020-2025
Table 29 Retail Sales of Coffee by Category: % Value Growth 2020-2025
Table 30 Retail Sales of Fresh Ground Coffee Pods by Hard vs Soft: % Volume 2020-2025
Table 31 NBO Company Shares of Coffee: % Retail Value 2021-2025
Table 32 LBN Brand Shares of Coffee: % Retail Value 2022-2025
Table 33 Forecast Retail Sales of Coffee by Category: Volume 2025-2030
Table 34 Forecast Retail Sales of Coffee by Category: Value 2025-2030
Table 35 Forecast Retail Sales of Coffee by Category: % Volume Growth 2025-2030
Table 36 Forecast Retail Sales of Coffee by Category: % Value Growth 2025-2030
Tea in Turkey
KEY DATA FINDINGS
Tea in Turkey drives growth through convenience, product innovation, and health-focused offerings
Retail volume and value sales continue to grow despite tea being a mature product
Black tea bags drive value growth through offering convenience in 2025
Steady growth is set to be driven by product diversification and convenience formats
Technological innovations in tea packaging are set to boost convenience and sustainability
Health and wellness trends are expected to drive innovation and growth in tea
Cay Isletmeleri Genel Müdürlügü leads as the country’s most established tea producer
Dogus Cay and Ofcaysan AS drive growth through health-focused innovations and aggressive marketing
Supermarkets leads distribution due to extensive variety, store expansions and consumer convenience
Digital expansion and consumer demand for niche products drives growth for retail e-commerce
Table 37 Retail Sales of Tea by Category: Volume 2020-2025
Table 38 Retail Sales of Tea by Category: Value 2020-2025
Table 39 Retail Sales of Tea by Category: % Volume Growth 2020-2025
Table 40 Retail Sales of Tea by Category: % Value Growth 2020-2025
Table 41 NBO Company Shares of Tea: % Retail Value 2021-2025
Table 42 LBN Brand Shares of Tea: % Retail Value 2022-2025
Table 43 Forecast Retail Sales of Tea by Category: Volume 2025-2030
Table 44 Forecast Retail Sales of Tea by Category: Value 2025-2030
Table 45 Forecast Retail Sales of Tea by Category: % Volume Growth 2025-2030
Table 46 Forecast Retail Sales of Tea by Category: % Value Growth 2025-2030
Other Hot Drinks in Turkey
KEY DATA FINDINGS
Other hot drinks records growth driven by sahlep, while flavoured powder drinks decline
Price inflation and shifts in consumer preferences challenges volume growth of other hot drinks
Other plant-based hot drinks lead growth, driven by Sahlep’s seasonal appeal and cultural significance
Moderate growth is set to be driven by other plant-based hot drinks and portfolio adaptation
Packaging developments are expected to support growth in other hot drinks
Health and wellness trends will continue to shape consumer preferences in other hot drinks
Nestlé Gida Sanayii AS maintains its leadership in other hot drinks despite challenges
Danone Tikvesli Gida ve Içecek San. ve Tic. AS leads growth through sales of sahlep
Supermarkets leads distribution through wide assortment and accessibility
Discounters and retail e-commerce drive growth through affordability and convenience
Table 47 Retail Sales of Other Hot Drinks by Category: Volume 2020-2025
Table 48 Retail Sales of Other Hot Drinks by Category: Value 2020-2025
Table 49 Retail Sales of Other Hot Drinks by Category: % Volume Growth 2020-2025
Table 50 Retail Sales of Other Hot Drinks by Category: % Value Growth 2020-2025
Table 51 NBO Company Shares of Other Hot Drinks: % Retail Value 2021-2025
Table 52 LBN Brand Shares of Other Hot Drinks: % Retail Value 2022-2025
Table 53 Forecast Retail Sales of Other Hot Drinks by Category: Volume 2025-2030
Table 54 Forecast Retail Sales of Other Hot Drinks by Category: Value 2025-2030
Table 55 Forecast Retail Sales of Other Hot Drinks by Category: % Volume Growth 2025-2030
Table 56 Forecast Retail Sales of Other Hot Drinks by Category: % Value Growth 2025-2030
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Hot Drinks
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- Fresh Coffee Beans
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- Fresh Ground Coffee Pods
- Standard Fresh Ground Coffee
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- Instant Standard Coffee
- Instant Coffee Mixes
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- Loose Black Tea
- Tea Bags Black
- Fruit/Herbal Tea
- Green Tea
- Instant Tea
- Other Tea
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- Chocolate-based Flavoured Powder Drinks
- Malt-based Hot Drinks
- Non-Chocolate-based Flavoured Powder Drinks
- Other Plant-based Hot Drinks
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This report originates from Passport, our Hot Drinks research and analysis database.
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