Ken research announced its recent publication on ‘Turkey Beer Market Insights Report 2016’. The report provides a comprehensive analysis on the beer market of Turkey. It does a thorough analysis on the historical background trends, competitive landscape in the industry, drivers of current and emerging trends. Further, it tells about the top line production, import, export values and detailed beer consumption volume data by segment, brand, brewer, packaging and distribution.
Turkey is a transcontinental country is Eurasia, mainly in Western Asia and little part in the southeast Europe. Turkey has a strong economic structure, it is classified among the developed economies of the world and is defined as an emerging economy by IMF. It is the 17thlargest economy and is mainly service based . It is among the word’s largest producer of agricultural products; textiles, transportation equipment construction materials, home appliances and consumer electronics.. The nation is the founding member of OECD and joined EU custom union in 1995. Post global recession where many countries struggled to get back on track, turkey grew at an impressive rate of about 8%. This nation is a newly industrialized one and is classified as an upper middle income country by the World bank.. In 2009 Turkish government introduced a number of policies to stimulate the economy stuck in global recession. These included the tax cut on automobiles, home appliances and housing . Due to this , the production of consumer goods increased by over 7%. Turkish stock market has also been doing well as the prices of share doubled over the course of 2009.
Turkey has a high population with average population density. It also has slightly high population growth rate as compared to the world median. Majority of the Turks live in the Urban areas as rural population makes up about 26% of the population and is steadily declining. The net migration rate is also high , as about 2 million people immigrated in the country as per 2015. It also has a low birth rate and a low death rate. Turkey is at par with the world level of educationattainment and has a high literacy rate.
Turkey has a historic tradition of beer consumption. It has existed in Anatolia since Sumerian civilization. In the modern era, the beer consumption in turkey picked up speed just before the 20th century , with the establishment of the Bomanti beer factory . Beer accounts for most of all the alcohol consumption and almost all of this beer are domestically produced. However, the Turks aren’t big beer drinker as the per capitalconsumption is much less than the European average. . Two companies , Andolou Efes and Turk turbog have monopolized the market
This industry grew by over 20% in the initial years of the 21st century but has seen a steady downfall since then. The decision by Anadolu Efes to shut down a production facility due to fall in sales brought the problems in the Turkish industry in then on the surface. The biggest hurdle the numerous legal regulations stamped upon the industry. Beer market had shrunk significantly in the 2013. This has happened after the Justice and Development party came to power in 2002. The part is socially conservative and thus aims to promote Islamic values in the Muslim dominated nation. The government banned the sale of alcohol between 10pm and 6 am. The advertisement of alcohol was banned completely. Its portrayal on the Television and in movies is also strictly prohibited. Furthermore, The shops, restaurants, eateries cannot put up a sign indicating that they sell alcohol. The brunt of these regulations is also felt by the airlines who cannot provide the beer on board. The AKP government raised the tax to about three fold making the Turkish beer one of the highly taxed in Europe
Thus, the Turkish beer market is at high risk. The APK government has been reelected again with vast majority. Due, to religious beliefs people are shying away even from non alcoholic beer. These new rules will prevent the new brands to enter into market as they will no longer be able to advertise their product. The import of liquor has already declined by over 1 million cases in the one decade. Even after there are some manufactures who have maintained a hopeful stand saying that the market has immense growth opportunity and the rules are just political moves so will not hamper the consumption of much.
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Ankur Gupta, Head Marketing & Communications