Ready-to-Drink (RTD) Tea - Turkey

The Ready-to-Drink (RTD) Tea market in Turkey has been experiencing significant growth in recent years.

Customer preferences: Turkish consumers have shown a growing preference for healthier beverage options, which has contributed to the increasing demand for RTD tea in the country. With rising health consciousness, consumers are actively seeking out beverages that offer functional benefits and natural ingredients. RTD tea, with its antioxidant properties and potential health benefits, has emerged as a popular choice among health-conscious consumers in Turkey. Additionally, the convenience factor of RTD tea has also played a role in its growing popularity, as it provides a ready-to-consume option for consumers on the go.

Trends in the market: One of the key trends in the RTD tea market in Turkey is the growing popularity of herbal and fruit-infused tea variants. Consumers are increasingly looking for unique and refreshing flavor combinations, and companies have responded by introducing a wide range of innovative herbal and fruit-infused RTD tea options. This trend is driven by the desire for natural and authentic flavors, as well as the perceived health benefits associated with herbal and fruit ingredients. Another trend in the market is the increasing availability of premium and specialty RTD tea products. Turkish consumers are becoming more willing to spend on high-quality and premium beverages, and this trend is reflected in the RTD tea market. Companies are introducing premium tea blends, such as organic and single-origin teas, to cater to the demand for higher-end products. This trend is also influenced by the growing interest in tea culture and the desire for a more sophisticated and elevated tea-drinking experience.

Local special circumstances: Turkey has a strong tea-drinking culture, with tea being a popular beverage consumed throughout the day. However, traditionally, Turkish tea is consumed hot and brewed from loose tea leaves. The emergence of RTD tea as a convenient and ready-to-consume alternative has disrupted this traditional tea-drinking culture to some extent. Despite this, the convenience and health benefits offered by RTD tea have been well-received by Turkish consumers, leading to its growing popularity in the country.

Underlying macroeconomic factors: The growing RTD tea market in Turkey can also be attributed to favorable macroeconomic factors. Turkey has experienced steady economic growth in recent years, which has resulted in an expanding middle class with higher disposable incomes. As a result, consumers have more purchasing power and are willing to spend on premium and healthier beverage options, including RTD tea. Additionally, the increasing urbanization and changing lifestyles in Turkey have contributed to the demand for convenient and on-the-go beverage options, further driving the growth of the RTD tea market in the country. In conclusion, the Ready-to-Drink (RTD) Tea market in Turkey has been witnessing significant growth due to changing customer preferences towards healthier beverages, the introduction of innovative and premium RTD tea products, and favorable macroeconomic factors. Despite the traditional tea-drinking culture in the country, the convenience and health benefits offered by RTD tea have resonated with Turkish consumers, leading to its increasing popularity. With the continued focus on health and convenience, the RTD tea market in Turkey is expected to continue growing in the coming years.

Data coverage:

The data encompasses B2C enterprises. The at-home market covers retail sales via super- and hypermarkets, eCommerce, convenience stores, or similar sales channels. The out-of-home data encompasses all sales to hotels, restaurants, catering, cafés, bars, and similar hospitality service establishments. Combined numbers encompass both the at-home market and the out-of-home market. Both the at-home and the out-of-home market are valued at retail selling prices including all sales and consumption taxes.

Modeling approach:

Market sizes are determined through a Top-Down approach, building on specific predefined factors for each market segment. As a basis for evaluating markets, we use resources from the Statista platform as well as in-house market research, national statistical offices, international institutions, trade associations, companies, the trade press, and the experience of our analysts. In addition, we use relevant key market indicators and data from country-specific associations, such as GDP, consumer spending (e.g. consumer spending on Non-Alcoholic Drinks, consumer spending at Hotels, Restaurants etc.), and price level index. This data helps us estimate the market size for each country individually.

Forecasts:

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the exponential trend smoothing is well suited for forecasting the Non-Alcoholic Drinks market with a projected steady growth. The main drivers are GDP per capita and consumer spending per capita.

Additional notes:

The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year.