Health and wellness soft drinks recorded another strong year in Turkey in 2024, with consumers increasingly gravitating towards products that feel “lighter”, more functional and more natural, particularly during the long and hot summer season. As inflation continued to pressure household budgets, shoppers became more selective and label-aware, prioritising beverages that can justify their spend through perceived health benefits such as mineral content, added vitamins and plant-based extracts, wh
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Overview:
Understand the latest market trends and future growth opportunities for the HW Soft 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 Soft 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 Soft 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 Soft Drinks in Turkey?
- What are the key health and wellness concerns driving sales in HW Soft Drinks?
- Is HW Soft Drinks a dynamic niche or mainstream concern in Turkey?
- Which are the leading brands in HW Soft Drinks in Turkey?
- How are products distributed in HW Soft 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 Soft Drinks in Turkey - Category analysis
KEY DATA FINDINGS
Natural hydration and functional refreshment accelerate as consumers trade away from “traditional” carbonates
Functional bottled water moves mainstream, reshaping refreshment choices in a high-inflation environment
Natural positioning becomes the default “health cue”, led by bottled water and cleaner-label reformulation
Mineral content acts as a tangible proof-point, reinforcing bottled water’s premiumisation and domestic trust
Energy, hydration and cleaner sweetness will define the next phase of soft drinks growth
Natural should keep rising, anchored in bottled water, but will increasingly overlap with functional and low-sugar positioning
Good source of minerals is likely to strengthen further as consumers prioritise credible, everyday functional benefits
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 Soft 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 the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality 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 Soft Drinks research and analysis database.
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