Turkey to Drive Cold Canned Coffee Segment in 2020 and Beyond
Crown well-positioned to help local, regional and international brands deliver and capitalize on this growing market
Yardley, PA – March 11, 2020. For centuries, Turkish culture has had a powerful connection with coffee. Hot, strong coffee was and still is offered as the first drink when entertaining, including at engagement ceremonies and weddings, where all conversations begin with a Turkish coffee tasting. Cold coffee began gaining ground with younger consumers in the country in the mid-2000s with the arrival of international retail chains. These retailers experienced fast growth, encouraging Turkish brands to expand their own portfolios to capitalize on the trend. Today, it is estimated that the local coffee market is being driven by over 61 chain companies.
These developments had a significant impact on coffee packaging in the region. The younger population spends most of its time away from home, whether at work or in social gatherings, and cold coffee is seen as the healthiest way to achieve an energy boost throughout the day while on-the-go. The beverage can has become the most popular package for this type of drink in Turkey because of its portability, its “cold” feeling to the touch and its recyclability.?
Over the last three years, Turkish co-packers have invested more than US$20 million in cold coffee filling infrastructure. Crown Turkey became the first local producer to adapt its cans to the cold coffee market, supported by its research and development capabilities and engineering expertise. When filling a new product in cans, Crown conducts a series of thorough tests to ensure the package will be shelf stable and compatible with any product inside. The cans are exposed to temperatures above 100°C during a retort process, effectively sterilizing the coffee within, supporting food safety and ensuring a stable product shelf life. Trials are completed on Crown’s own lines before receiving final validation at the beverage manufacturer’s facility.
Cold coffee products command a premium price on retail shelves, making it an attractive growth market for local, regional and international brands. In fact, the Turkish cold coffee market is expected to register a peak growth in 2020, driven by higher disposable incomes of local consumers along with demand for the product in neighboring Middle Eastern countries.
About Crown Holdings, Inc.?
Crown Holdings, Inc., through its subsidiaries, is a leading global supplier of rigid packaging products to consumer marketing companies, as well as transit and protective packaging products, equipment and services to a broad range of end markets. World headquarters are located in Yardley, Pennsylvania. For more information, visit www.11youtu.icu.?
For more information, contact:
In Europe: Veronique Curulla, Marketing & Business Development Director, Crown Bevcan Europe & Middle East; Tel: 33 1 49 18 40 28; Email: Veronique.Curulla@eur.crowncork.com?
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