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201120122013201420152122693281413046521955134773820851703679238219097312641TURKEYTURKEY’S GROWING POPULATION OF YOUNG URBANITES CONTINUE TO FAVOUR THE CAN, AS NEW SIZES AND FORMATS WIN APPROVAL FROM CONSUMERSBeverage can fillings within Turkey increased by 6.6% during 2015, as the country’s growing population of young urbanites continued to embrace the can as a modern, trendy and convenient on-the-go package.The soft drinks sector was the driving force behind the growth in fillings, with volumes up by 11.1% year-on-year. This can be attributed to successful consumer promotions, favourable weather and growing exports, while the ongoing urbanisation trend within Turkey is also translating into major shifts in consumption. The rising number of young professional people in the cities, for instance, has led to improved incomes and a higher awareness about health and wellness. This has meant an increase in demand for healthier and value-added products, such as those enriched with vitamins and minerals, with canned fruit drinks and iced teas proving particularly popular with health-conscious consumers. In contrast to the buoyant soft drinks sector, beer can fillings contracted by 5.3% year-on-year, in the face of several challenging factors. In addition to having one of the lowest beer consumption per capita rates in the world, Turkey has also restricted the sale and advertisement of beer in recent years, which has tempered growth.A special consumption tax on beer continues to rise, with increased prices having a negative impact on the affordability of beer, while the labelling of beer has now also changed, with warning signs and a ban on shop signs featuring alcohol brands. In addition, a decline in tourist visitors – particularly from countries with relatively high beer consumption – also impacted the country’s beer fillings during 2015.Despite this challenging environment, producers continue to embrace the can, with new sizes and formats – like the 550ml and 330ml sleek cans introduced by Efes – being well received. The can subsequently increased its share of the packaged beer market from 34% to 38% during 2015.Efes Pilsner – the most popular beer brand in Turkey – made a significant change to its packaging mix in 2015 by delisting standard 330ml cans and replacing them with a 330ml sleek version. Taller and slimmer than a standard can, the new sleek can offers a far greater on-shelf appeal. This innovative move was a first for the Turkish market, providing even greater impact and significant on-shelf differentiation from the brand’s competitors.MARKET SNAPSHOT• Increased urbanisation and youthful population help drive growth• Rising exports also boost can fillings• New can sizes and formats stimulate the market SOFT DRINKS BEERCAN FILLINGS FOR BEER AND SOFT DRINKS, 2011-2015 (MILLIONS OF UNITS)BEER - SHARE OF MARKET BY PACK TYPE, 2015 (VOLUME) 38% Cans 53% Refillable glass 7% Non-refillable glass 2% Non-refillable PETSOFT DRINKS - SHARE OF MARKET BY PACK TYPE, 2015 (VOLUME) 9% Cans 2% Refillable glass 4% Non-refillable glass 85% Non-refillable PET2.8BNTOTAL CAN FILLINGS UP 6.6%2.1BNSOFT DRINKS CAN FILLINGS UP 11.1%693MBEER CAN FILLINGS DOWN 5.3%A YEAR IN NUMBERSSLEEK NEW LOOKCOUNTRY REPORTSEUROPEAN CAN MARKET REPORT 2016 63