Coffee Culture on the Rise: Turkey’s traditional love affair with tea is beginning to share the spotlight, as coffee steadily gains ground among consumers. In a market where tea has long reigned supreme, the shift toward coffee marks a cultural and commercial transformation. Now, a major European coffee and lifestyle company is betting big on this momentum, announcing plans for a €50 million investment over the next five years to fuel its growth in Turkey.
With nearly 60 stores across 13 cities, the company aims to expand that number to 100 by 2028—signaling both confidence in the local market and a belief that Turkey is fast becoming a key player in the global coffee scene.
From Tradition to Trend: Coffee to Surpass Tea
Coffee’s growth in Turkey isn’t just anecdotal—it’s backed by numbers. In 2024, retail coffee sales reached 27 billion TL, matching tea for the first time. By 2025, coffee is expected to officially overtake tea in total consumption. The market is diverse: instant and blended coffees make up about 60%, Turkish coffee about 30%, and the remaining 10%—made up of filter, whole bean, and capsule products—is growing at triple-digit rates.
That last segment, often seen as a more premium and international choice, is where the company sees the biggest opportunity. Already a market leader in filter and capsule coffee, the brand plans to deepen its foothold in these fast-expanding categories.
A Retail Strategy Built for Growth
As Turkey’s coffee appetite grows, the retail landscape is evolving alongside it. New stores are opening in high-traffic areas, supported by strong e-commerce and omnichannel strategies. But the biggest shift may come from a structural change: for the first time, the company is preparing to pilot a franchise model in Turkey. If successful, it could lead to even faster expansion.
“Franchising is not something we’ve done before in this market, but Turkey is the right place to try it,” said a Professional marketin executive in the market. “We want to scale responsibly while maintaining the quality and consistency our customers expect.”
Beyond the Brew: A Lifestyle Approach
While coffee is at the core, the brand also offers a rotating selection of non-food products—ranging from home goods to fashion and electronics. These lifestyle items make up around 15% of total sales and offer an added incentive for customers to visit stores regularly.
A Strategic Bet on Turkey
Among the company’s 13 international markets, Turkey stands out as the fastest-growing. While Germany remains its top performer, Turkey now fluctuates between fourth and fifth place globally—with a clear goal of reaching the number two spot.
“Our growth here isn’t a coincidence. It’s a reflection of a country that’s embracing coffee more each year,” said the same executive. “We believe Turkey has the potential to be one of the world’s most dynamic coffee markets.”
Turkey’s evolving beverage habits are opening the door for new consumer experiences—and bold business moves. As coffee edges out tea and younger generations drive new trends, the local market is proving ripe for innovation. With strong investment, strategic retail growth, and an eye on quality, this is just the beginning of a new era in Turkey’s coffee journey.
