While the market for water sold in disposable bottles increased by 4% in 2021, Pınar Su ve İçecek managed to increase its sales tonnage by 21% and its turnover by 39% in the total market.
With the rising awareness of healthy living during the pandemic, the demand for natural foods and beverages that boost the immunity system and reduce the risk of illness has also increased. Rapidly changing nutritional needs have prompted the diversification of natural food ingredients, and in line with this, different product development efforts have been carried out in the beverage industry. And with consumer preference for additive-free, sugar-free, natural, low-calorie, or vegan beverages, demand for functional and flavored beverages has also gained an upward momentum in 2021.
Beverages that contain natural spring water, with the addition of vitamins and minerals required daily, have started to yield benefits far beyond quenching thirst. Meanwhile, as the expectation of functionality spread to packaging, consumers have begun to prefer easy-to-use, environmentally friendly, natural, and recyclable packaging.
According to ResearchAndMarkets, the global functional beverage market, worth USD 110 million in 2020, is projected to reach about USD 200 million from 2021 to 2030 with an annual growth rate of 5.9%. In line with these market developments, Pınar Su ve İçecek continues its work for the functional beverage group without interruption. Pınar’s Next Generation Yaşam Pınarım product range introduced in this category has taken the lead position in the Pınar Functional Beverages category in 2021 with a turnover share of 34% (Nielsen Retail Panel, 2021). Following consumer trends, Pınar Su ve İçecek aims to expand the functional beverage category in Turkey with its products by supporting them with R&D studies.
The bottled water market reached 10.3 billion liters in 2021 (SUDER, 2021 estimation). While the bottled water market has grown by 4% in tonnage terms, Pınar Su ve İçecek has increased its tonnage by 21% and turnover by 39% in the total market. The Company maintained its position among the top five companies in the bottled water market by turnover (Nielsen Retail Panel, 2021). The market for the carboy water format grew by 5% in tonnage terms in 2020. Pınar Su ve İçecek has achieved a 25% increase in turnover compared to the previous year (Ipsos Household Panel, 2021). In the Functional Beverage category, Pınar Su ve İçecek increased its turnover by 12% in 2021 compared to the previous year and maintained its leadership in terms of turnover (Nielsen Retail Panel, 2021).