Dimes Aims for Double-Digit Export Growth
Turkey's leading beverage brand DİMES is targeting sustained aggressive growth through strategic management in export markets covering more than 100 countries. DİMES recorded 2022 exports of TRY 170 million with 110 percent growth compared to the previous year, and is moving forward in 2023 with a doubled-growth target and export goals of TRY 350 million.
Turkey's domestically-owned first fruit juice brand and leading beverage company DİMES successfully competes with global brands in overseas markets spanning more than 100 countries worldwide, just as it does in Turkey.
As the leader in branded fruit juice product exports, DİMES achieved 2022 exports of TRY 170 million with 110 percent growth over the previous year, and targets doubling this to TRY 350 million in 2023 with the same growth trajectory.
Gülşah Sackmann, Director of International Marketing at DİMES, noted that the company has adopted strategic management for sustained aggressive export growth, stating: "We export the DİMES brand to more than 100 countries and are expanding our brand portfolio in global markets.
We achieved exports of TRY 81 million in 2021, targeted and reached doubling that to TRY 170 million in 2022 despite ongoing post-pandemic effects across regions and countries worldwide. Our 2023 target is to increase exports by more than 100 percent growth to TRY 350 million. We process Turkey's agricultural products with added value and present innovative, high-quality, enjoyable and nutritious products to world markets."
Consumer Research in Target Markets
DİMES will continue to stand out in global markets with its nutritious and enjoyable products, according to Gülşah Sackmann. "We have begun consumer research to better understand the needs, insights and motivations of consumers in target countries we have identified across Asia and Europe.
We will offer targeted and value-added new products to our segmented target audiences based on the needs and motivations we gain from our research. Within the scope of short and medium-term plans for our DİMES and OBSESSO brands in global markets, we will continue to establish presence in our newly identified target countries with innovative value-added products.
In line with our objectives, we are focusing on products that will create new trends while providing healthy and nutritious benefits, and at the same time emphasizing enjoyment, pleasure and taste. With our DİMES Fresh-Squeezed fruit juices, we offer consumers pure fresh juice. With our DİMES Smoothies containing 100 percent fruit with no added sugar, we own the energy concept needed for snacking throughout the day and will continue to maintain this positioning in the new markets we enter.
We have expanded into new markets with our innovative and fun products in the Milkshake category where we hold market leadership in Turkey. Another objective is to occupy shelf space in the medium term in high-consumption markets such as Asia with a portfolio offering differentiated functional benefits," she said.
Noting that cold coffee is a growth trend worldwide as it is in Turkey, Gülşah Sackmann added: "While this trend is in a growth phase in European and American markets, in Asian markets such as Japan it has reached per capita consumption of up to 24 liters per year. We respond to this pleasure and experience-focused trend with our OBSESSO cold coffee portfolio offering different flavours. Our OBSESSO brand is present in export markets including Maldives, Europe and the Americas, as well as countries such as Iraq and Palestine."
DİMES Consumed in More Than 100 Countries
Gülşah Sackmann provided details about the more than 100 countries where DİMES exports: "In Asia, we have strong distributor partnerships in far eastern markets with South Korea, China and Japan leading the way, the United States, the Caribbean islands, African countries to the Maldive Islands, high-consumption markets in Europe such as France, Germany, Denmark and the UK, and across the Middle East to Israel and Iraq. The world's leading airlines also prefer DİMES products in their passenger catering."
Orange Juice First Choice in China, Pomegranate Juice in Italy
Noting that DİMES's most exported products are pomegranate, sour cherry, orange and apple juices along with pineapple and mango beverages, Gülşah Sackmann said: "We cater to different cultures and consumption habits across different geographies. While Korea prefers fresh-squeezed pomegranate and sour cherry, China loves 100 percent orange juice. America's primary preference is 100 percent apple juice while in Italy 100 percent pomegranate juice is preferred."
