Crown well positioned for cold canned coffee growth in Turkey
Turkey’s growing demand for cold canned coffee means that Crown is well-positioned to help local, regional and international brand capitalise on this market.
Cold coffee began gaining popularity with younger consumers in the country in the mid-2000s with the arrival of international retail chains. These retailers experienced fast growth and today, it is estimated that the local Turkish coffee market is being driven by over 61 chain companies. The on-the-go cold beverage can has become the most attractive 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 its 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. 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 neighbouring Middle Eastern countries.
