Where Were We?
With 250 million glasses a day, tea consumption in Türkiye is second only to water. Lipton introduced Turkish consumers to a brand-new way of brewing tea with its teabags in the 80s, since Lipton has been investing in advertising and innovations in the tea market regularly. Despite the consistent investment, Lipton is still the "challenger" brand in the Turkish market.
According to Euromonitor (2020) data, though hot tea was the second-largest category in drinks in Türkiye after packaged water, the growth was stagnant. By contrast, the hot drinks category was booming in Türkiye with the new brands...