COMPETITIVE LANDSCAPE
Coca-Cola Içecek AS maintains its leadership in sports drinks despite share pressures
Coca-Cola Içecek AS retained its leading position in sports drinks in 2025, although it experienced a slight decline in overall share during the year. The company’s flagship brand, Powerade, benefited from strong brand recognition and the extensive distribution network of The Coca-Cola Company.
Emerging local brands gain traction in sports drinks in Turkey in 2025
While Powerade experienced a decline in share in Turkey’s sports drinks in 2025, smaller, local brands recorded notable growth. This trend reflects evolving consumer preferences, with increasing demand for niche, locally produced options.
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Overview:
Understand the latest market trends and future growth opportunities for the Sports 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 Sports 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 Sports 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 Sports Drinks in Turkey?
- To what extent are health considerations impacting consumption of Sports 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 Sports Drinks in Turkey?
- Which are the leading brands in Sports Drinks in Turkey?
- What potential exists for multinational or domestic soft drinks companies to expand in Turkey?
- How are products distributed in Sports 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 Sports 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?
Sports Drinks in Turkey - Category analysis
KEY DATA FINDINGS
Fitness trends in Turkey fuel volume growth for sports drinks in 2025
Growth for sports drinks is supported by fitness trends but limited by economic pressures
Health trends drive interest in sports drinks, with rising opportunities in on-trade channels
Steady growth for sports drinks expected as the health and fitness trends expand
Manufacturers are expected to offer value-added products to drive sales
Retail e-commerce is set to gain traction through offering convenience
Coca-Cola Içecek AS maintains its leadership in sports drinks despite share pressures
Emerging local brands gain traction in sports drinks in Turkey in 2025
Supermarkets prominence supports its leading position in sports drinks distribution
Growth for retail e-commerce highlights its expanding appeal to value-driven consumers
Soft Drinks in Turkey - Industry Overview
Health, innovation and the rise of private label shapes the performance of soft drinks in Turkey
KEY DATA FINDINGS
Bottled water and RTD beverages drive off-trade volume growth for soft drinks in Turkey
Rising demand for healthier, functional options shapes soft drinks in 2025
Some consumers migrate away from multinational players, boosting the performance of local brands
Healthy, innovative and premium options are set to support growth over the forecast period
The rise of health-conscious lifestyles is set to shape product innovation in soft drinks
International brands should regain strength as boycotts start to decline
Coca-Cola Içecek faces challenges yet retains its leadership in 2025
Beypazari and local players lead volume growth in soft drinks in Turkey
Supermarkets strengthen its lead as a key soft drinks distribution channel in 2025
Retail e-commerce emerges as the fastest-growing distribution channel in 2025
Off-trade leads soft drinks sales while on-trade gains momentum
Fountain sales in Turkey
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Sports Drinks
- Regular Sports Drinks
- Reduced Sugar Sports Drinks
Sports Drinks
The choice of sports drink usually depends on the provision of fluids, carbohydrates or both. Included into this subsector are isotonic, hypotonic and hypertonic sports drinks. Isotonic are products that replace lost body fluids, electrolytes (sodium, potassium and chlorides) and glucose in similar concentrations to existing body fluid without causing either swelling or shrinkage of cells. These products usually contain about 5-8% carbohydrate and are intended to be consumed during exercise and/or heat exposure. Hypotonic this product is a weaker solution than your body fluid. These drinks contain less carbohydrate and therefore have lower osmolality (fewer dissolved particles than blood). These drinks help the body to speed up water absorption and are best used when you need urgent fluid replacement, as in after exercise. These drinks are not the best for energy replacement. Hypertonic - this drink is a stronger solution than your body fluid. These drinks are designed to replace and maintain energy levels during exercise of at least one hour. They are absorbed slowly and therefore are not appropriate for fluid replacement. Leading brands in off-trade volume include Gatorade, Powerade and Aquarius. This is the aggregated total of regular and reduced sugar Sports Drinks
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 Sports Drinks research and analysis database.
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