RTD tea recorded strong growth in Turkey in 2025, thanks to its image as a refreshing, healthier alternative to carbonated drinks, supported by the country’s strong tea culture and rising demand for convenience. Reduced-sugar variants remained a key driver, aligning with growing health and wellness preferences and boosted by wider flavour innovation. Local brands and private label gained momentum through affordability and new fruity flavours, while supermarkets, discounters, and retail e-commerc

In 2025, off-trade volume sales of carbonates grew in Turkey, led by cola and reduced-sugar variants, reflecting rising consumer interest in healthier beverages. Innovation in low- and no-sugar options, premium mixers such as tonic water, and natural ingredient formulations drove growth, especially among younger, health-conscious consumers. Coca-Cola I?çecek maintained its leadership despite share losses stemming from boycotts, while private label and local players gained momentum as some consum

In 2025, RTD coffee recorded strong off-trade volume growth in Turkey, driven by demand for convenient, café-style beverages, particularly among young, urban consumers. Cold coffee formats, premium options, and innovative flavours contributed to the category’s appeal, alongside sugar-free and reduced-sugar variants that attracted health-conscious buyers. Major brands such as Nestlé’s Nescafé Xpress, Obsesso, and Starbucks maintained leadership through wide distribution, product innovation, and a

In Turkey, off-trade RTD volume sales of concentrates declined in 2025 due to health concerns and increasing prices, which diminished consumer interest. However, the introduction of new liquid concentrate flavours and the category's affordability for lower-income households provided some support. Powdered concentrates performed relatively better because of its wide variety of flavours and low cost, though liquid concentrates continued to be more appealing to younger, urban consumers. On-trade sa

Off-trade volume sales of bottled water in Turkey grew in 2025, supported by rising health awareness and demand for natural, high-quality products. Consumers increasingly valued water quality, mineral content, and perceived health benefits, prompting producers to diversify offerings with flavoured, mineral-enriched, and calorie-free options. Carbonated bottled water recorded the strongest volume growth, aided by competitive pricing, health-focused positioning, and innovative flavours that appeal

Off-trade volume sales of soft drinks rose in Turkey in 2025, driven by strong growth in bottled water, RTD tea, and RTD coffee, which offset a slower performance in traditional carbonates. Rising unit prices, caused by the devaluation of the Turkish Lira and higher production costs, led consumers to seek more affordable alternatives, boosting small local brands and private label. Health and wellness trends further shaped the category, with increased demand for naturally healthy, fortified, redu

Off-trade volume sales of juice in Turkey increased in 2025. However, nectars lost traction due to weaker health perceptions, higher prices, and limited marketing support, making the category less competitive. In contrast, 100% juice remained the strongest category by value sales, driven by health-conscious consumers seeking premium, not-from-concentrate options, with expanding product variety including organic-certified lines. Juice drinks (up to 24% juice) was the most dynamic category in term

In 2025, energy drinks in Turkey experienced single-digit off-trade volume growth, a slowdown compared with previous double-digit expansion, as inflation and rising prices constrained consumer spending on non-essential items. Regular energy drinks led off-trade volume growth, supported by stronger marketing investment and greater brand visibility, while reduced-sugar variants also gained traction among health-conscious consumers. Red Bull maintained its leadership through brand strength and prod

Sports drinks recorded modest volume growth in Turkey in 2025, driven by an increase in fitness participation and strong demand from younger, active consumers. However, economic pressures and competition from energy drinks limited overall performance. Regular sports drinks led growth, with on-trade channels, particularly gyms and sports centres, presenting new opportunities for targeted distribution. The steady expansion of the sports drink is supported by health and fitness trends, with manufac

In 2025, other hot drinks in Turkey experienced significant retail value growth driven by price inflation, although overall volume declined due to weakening demand for high-sugar flavoured powder drinks. Chocolate-based flavoured powder drinks and non-chocolate-based flavoured powder drinks lost their appeal, as health concerns and shifting consumer preferences impacted sales. In contrast, other plant-based hot drinks, particularly traditional sahlep, recorded both value and volume growth due to

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 g

Retail value sales of coffee surged in 2025, driven by the trend of premiumisation among young urban consumers and the increasing popularity of at-home coffee machines, particularly pod systems that provide high-quality coffee experiences. Additionally, coffee consumption in foodservice settings rose, fuelled by a growing number of dining options, increased tourism, and the affordability of coffee while socialising. Fresh coffee beans performed particularly well in 2025, reflecting consumers' pr

Retail value sales of tea continued to grow in Turkey in 2025, rising sharply amid price increases. Volume growth was supported by the country’s cultural attachment to tea and robust domestic supply. Black tea remained the leading category, while the tea bag format drove growth, benefiting from convenience for home, work, or on-the-go consumption. Product diversification, innovative flavours, and new packaging formats drove growth in green and fruit/herbal teas. Key players drove dynamic growth

Economic pressures have reshaped consumer choices in baked goods with smaller formats and packaged versions gaining appeal as consumers spend more time cooking at home. Turkish consumers favour convenient and affordable at-home alternatives as inflation remains high. Discounters have attuned themselves to the weak consumer sentiment, providing attractive products that are more affordable and meet the desire for quality.

Breakfast cereal consumption picked up in 2025, driven by affordable private label options and the rising appeal of muesli and granola. Healthier living is shaping consumer preferences, although flavour and taste still remains important.

Rice, pasta and noodles witnessed strong volume growth as consumers were enticed by affordable and innovative products, notably in pasta. Private label has tapped into this high growth category, attracting the highly price sensitive Turkish consumer with economy lines in what remained a difficult inflationary climate.

Consumers in Turkey are increasingly relying on processed vegetables and potatoes as affordable products they can stock up on in a difficult economic climate. Discounters and supermarkets have expanded private label lines to keep pace with demand, with hard discounter BIM Birlesik Magazacilik AS taking the leading retail value share overall.

Staple foods in Turkey responded well to robust demand in 2025, with consumers relying on these essential goods due to high price sensitivity. The shift toward smaller more affordable packaging formats, as well as private label, was significant, with consumers making more frequent shopping trips to manage household budgets. Discounters have proved highly popular, consolidating their position as the leading distribution channel in 2025.

Retail value growth remained in the high double-digits over 2025, fuelled mainly by persistently high price inflation. Volume sales continued to rise as players launched smaller, more affordable pack sizes. Health is also driving sales with processed seafood sales rising well as it offers a valuable source of protein.

In 2025, sauces, dips, and condiments recorded an uplift in value growth as consumers embraced global cuisines, bold and authentic flavours, and innovative combinations of traditional and international tastes. Dips was the most dynamic category, while mustard led sub-category growth, driven by demand for healthier, clean-label, and gourmet options. Consumers increasingly sought unique, adventurous, and sophisticated flavour experiences, including Asian-inspired sauces, Middle Eastern and Mediter

In 2025, edible oils recorded strong double-digit value growth, fuelled by inflation and the continued home cooking trend, with sunflower oil remaining the leading staple in volume terms, due to its affordability and local availability. Olive oil was the fastest-growing category, driven by rising health awareness, premium local production, and strong marketing that appealed to quality-conscious, urban consumers.

In 2025, sweet spreads recorded strong value growth, driven primarily by chocolate-nut spreads and honey. Nut and seed based spreads emerged as the fastest-growing category, with both established and new brands expanding product variety, appealing to health-conscious and value-seeking consumers. Discounters and retail e-commerce strengthened their roles as key distribution channels, offering competitive pricing, convenience, and wider product assortments that supported accessibility and value fo

In 2025, cooking ingredients and meals in Turkey recorded double-digit value growth, driven by persistent inflation, price sensitivity, and evolving consumer habits. Elevated prices reinforced demand for private label and discount brands, while value-added products such as sauces and meal-enhancing ingredients outperformed traditional staples. Consumers increasingly sought affordable, convenient, and easy-to-use solutions that enable quick meal preparation, reduce food waste, and allow experimen

In 2025, retail value growth in meals and soups was robust, driven by rising consumer demand for convenient at-home meal solutions during ongoing inflationary pressures. Discounters and private label ranges expanded their ready meal assortments, offering both traditional Turkish and international cuisines. Health and wellness considerations increasingly shaped consumer choice, with some shoppers favouring clean-label, high-protein, low-salt, and simplified-ingredient products.