Bottled Water - Turkey

The Bottled Water market in Turkey has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the changing customer preferences towards healthier beverage options. With increasing awareness about the importance of hydration and the negative effects of sugary drinks, consumers are turning to bottled water as a healthier alternative. Additionally, the convenience and portability of bottled water make it a popular choice among busy urban consumers.

Trends in the market: One of the key trends in the Bottled Water market in Turkey is the rising demand for flavored and functional waters. Consumers are looking for more variety and added benefits in their bottled water choices, such as flavored options like lemon or berry, or functional waters that claim to provide additional health benefits like electrolyte replenishment or enhanced hydration. This trend is driven by the desire for more personalized and tailored hydration options. Another trend in the market is the increasing popularity of premium and natural bottled water brands. Consumers are willing to pay a higher price for bottled water that is sourced from natural springs or has a unique taste profile. This trend is driven by the growing emphasis on quality and authenticity in food and beverage products.

Local special circumstances: Turkey has a hot and arid climate, which makes bottled water a necessity for many residents. The lack of easily accessible clean drinking water sources in certain areas further drives the demand for bottled water. Additionally, the tourism industry in Turkey is a major contributor to the bottled water market, as tourists often prefer to drink bottled water to avoid any potential health risks.

Underlying macroeconomic factors: The growing middle class in Turkey has also contributed to the growth of the Bottled Water market. As disposable incomes rise, consumers have more purchasing power to spend on bottled water. Furthermore, urbanization and changing lifestyles have led to an increase in on-the-go consumption, further driving the demand for bottled water. In conclusion, the Bottled Water market in Turkey is growing due to changing customer preferences towards healthier beverage options, the rising demand for flavored and functional waters, the popularity of premium and natural brands, the local climate and tourism industry, and the underlying macroeconomic factors such as the growing middle class and urbanization.

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.