Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Germany beverage market
Introduction and Landscape
Why was the report written?
In the current climate of economic uncertainty and market volatility companies need to know about more than just data. This report provides a complete overview of all commercial beverage consumption trends, latest market developments and an economic mood indicator
What is the current market landscape and what is changing?
Intensive marketing campaigns and price promotions increased pressure on Private Label lines, whilst consumer sentiment increased during the third quarter.
What are the key drivers behind recent market changes?
High temperatures in July and August balanced some of the Q2-13 beverage volume losses. Despite a slowdown in GDP growth in the third quarter, 2013 forecasts have been scaled up.
What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Germany beverage industry and want more detail and analysis on this data. Canadean's Germany Quarterly Beverage Tracker report is ideal for benchmarking total market vs retail audit data and is an essential tool for keeping up-to-date with the latest industry and market developments
Key Features and Benefits
- Readers are provided with a summary snap shot table showing category growth in Q32013 vs Q32012, together with 2012 actual volumes, 2013 forecast volumes and projected growth
- An economic mood indicator, completed by Canadean's local consultant, examines (on a scale of one to five) whether confidence levels in the industry are better or worse than the previous quarter, whether net prices are rising or falling and how Private Label products have performed versus the rest of the market. Selected retail pricing data is given for the most recent quarter and the previous four quarters, enabling analysis of price movements.
- Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined
- Volumes for Q32013 vs Q32012, full year 2012, moving annual totals (MAT) and 2013 forecasts are provided for each individual beverage category, together with supporting text on quarterly performance and forecast assumptions. More granular data is provided for the Carbonates category, with data split by regular vs low calorie, and by key flavours. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavour, pack type, pack size, retail price and selected pack shots) and the latest industry news.
- Focus on Functional Soft Drinks and Healthy Innovation
Key Market Issues
- The negative development of drinking yogurts was partly influenced by health claim issues. More marketing support is needed in this category to reposition the products
- Squash/syrups volume remained almost flat with just a slight decline (-1%) in the third quarter as the Hugo cocktail trend faded
- The craft beer trend has reached Germany, however volumes are still rather insignificant. It is quite noteworthy that especially large brewery groups have established craft beer ranges, which is contradicting the idea and history of craft beer
- Chilled juice products in small pack sizes have tried to detach themselves from the negative development as they align with consumer needs (convenience, 'on the go' consumption) and in some cases this has worked
- As white milk is a commodity and PL share in this category is very high, it receives little marketing support in comparison to other liquid dairy categories such as flavoured milk or drinking yogurt
- With a slight volume increase of less than 1% on Q3-12, packaged water recovered from the bad performance in the second quarter. The hot temperatures in July and August drove this development
- Healthy ingredients, less artificial colouring and fruit juice content above leading carbonates supported the development of still drinks
- Special mulled cider/winter cider versions are expected to stabilize cider's development in the fourth quarter and lead to another flat growth rate. Marketing support for special winter flavors is anticipated on a regional level
- The hot coffee category benefitted from the warm weather in July and August which drew people out of their homes and into cafes
- The positive flavoured milk development is largely driven by massive media investment above all from category leader Mullermilch