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Anheuser-Busch InBev NV/SA Asahi Group Holdings Ltd Carlsberg AS
Constellation Brands Inc Heineken NV

Molson Coors Brewing Co PepsiCo Inc

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Buyer Power is driven up by low switching costs and the large size of many buyers.

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Many suppliers in this market, particularly are small and numerous, limiting their ability to influence market players. Raw materials are important to this industry

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The heavy investment required in production capacity constitutes one barrier, and government regulation another

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Switching costs in this market are fairly low which increases the risk of substitutes, and alternatives such as wines or spirits are often cheaper and easier to store and transport. On the other hand, most buyers will need to stock a range of alcoholic and non-alcoholic beverages, making it difficult to forego beer completely.

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hefty fixed costs and a highly consolidated market work to drive up rivalry, which is compounded by disappointing growth.

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Figure 9: Forces driving competition in the beer market in Turkey, 2014

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Figure 9: Forces driving competition in the beer market in Turkey, 2014

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Compared to 2009, the consumption of beer has decreased by c. 20,100 hl, a decrease of 0.22% because of high taxes from government , promotion bans and decreasing popularity of beer.

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Economic Impact of the Turkish Brewing Sector

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Economic Impact of the Turkish Brewing Sector

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(+)Operational Excellence
(+)Safety and Quality.
(-)However Increasing Trade Receivables.

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(+)Positive Outlook for Global Beer Market
(+)Growth in Soft Drinks Consumption
(+)Demand for Global Juice Market
(-)Intense Competition
(-)Counterfeit Goods Market

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The Turkish beer market grew by 5.3% in 2014 to reach a value of $3,169.9 million.

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Anadolu Efes Biracilik Ve Malt Sanayii AS is the leading player in the Turkish beer market, generating a 78.4% share of the market's volume with Carlsberg following 13.1%.

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Adding excise taxes, beer is still the most expensive form of alcohol to produce and deliver to the consumer. Also, compared to the other types of alcoholic beverages, beer achieves the smallest net margin per liter of finished product

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Standard lager is the largest segment of the beer market in Turkey, accounting for 66.2% of the market's total value.

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The beer market consists of retail sales of ales, stouts & bitters, low/no alcohol beers, premium lager, specialty beers and standard lager. The market is valued according to retail selling price (RSP) and includes any applicable taxes

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Turkey accounts for 1.8% of the European beer & cider market value. Germany holds the highest value.