Health and wellness hot drinks in Turkey recorded a standout performance in 2024, driven by a sharp acceleration in demand for products positioned as “no sugar”, supported by heightened awareness of sugar-related health issues and a wider cultural shift towards “healthier indulgence”. While Turkish consumers remain deeply attached to comfort-driven hot drink rituals, particularly around black tea and coffee, they are increasingly seeking ways to maintain these habits while reducing unnecessary s
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Overview:
Understand the latest market trends and future growth opportunities for the HW 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.
If you're in the HW 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 HW 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 HW Hot Drinks in Turkey?
- What are the key health and wellness concerns driving sales in HW Hot Drinks?
- Is HW Hot Drinks a dynamic niche or mainstream concern in Turkey?
- Which are the leading brands in HW Hot Drinks in Turkey?
- How are products distributed in HW Hot Drinks in Turkey?
- How has COVID-19 and accordant recession impacted sales? Which categories have seen rising demand? Which are most vulnerable to economic disruption and diminished consumer confidence?
- Where is future growth expected to be most dynamic?
HW Hot Drinks in Turkey - Category analysis
KEY DATA FINDINGS
No sugar hot drinks surge as consumers rethink indulgence through healthier routines
Premiumisation meets wellness as Turkish consumers upgrade hot drink routines without excess
Traditional tea culture supports natural positioning, while herbal blends add modern wellness appeal
Cutting sugar becomes a mainstream expectation, reshaping the role of powder drinks and instant mixes
Functional wellness and café-inspired premiumisation will shape the next phase of hot drinks growth
Natural tea will remain resilient, strengthened by cleaner labels and broader herbal innovation
No sugar will keep expanding, supported by sugar avoidance but challenged by premium fresh coffee migration
Health and Wellness in Turkey - Industry Overview
Healthier indulgence and clean labels underpin health and wellness expansion
Sugar reduction becomes mainstream as health concerns intensify
Natural and functional positioning gains credibility through clean label and fortified benefits
Value-led wellness, specialised nutrition and plant-based diversification to shape future growth
COUNTRY REPORTS DISCLAIMER
HW Hot Drinks
Health and Wellness encompasses a number of key claims made on a food or drink products that suggest a health and/or wellness positioning. It comprises positionings relating to better for you, dietary and free from, fortified/functional, health benefit, natural and organic. This is the aggregation of Coffee, Tea, and Other Hot Drinks. For full product category definitions please refer to the definitions section (can be found under the "Help" section on Passport) for the respective system: Cooking Ingredients and Meals, Dairy Products and Alternatives, Snacks, Staple Foods, Hot Drinks, Soft Drinks. Please note that data is not available at this level or other aggregated claim levels.
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 HW Hot Drinks research and analysis database.
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