Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Spain 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?
Despite good weather, ACB volumes fell during the quarter, with soft drinks sales leading the decline.
What are the key drivers behind recent market changes?
Increased unemployment and fiscal pressure eroded purchasing power. Middle income consumers spent less but still demanded quality. The poor performance of the on-premise channel led to reductions in many categories, including carbonates and packaged water.
What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Spain beverage industry and want more detail and analysis on this data. Canadean's Spain 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 poor economic result in Q3-2013 was partly balanced by a more favourable CPI than in the previous year and the country was in a better position in terms of bailout risk than it was in 2012.
- The temperature in Q3-13 was warmer than average (from 1971-2000) in every month. July was 1.6C above average, followed by September, which registered 1.2C above the average. August was 1.0C warmer than average.
- Both producers and retailers were challenged by the continued economic weakness of average consumers and they also have to deal with the beginning of a declining population scenario in the country, as a consequence of net migratory movements.
- PL products were also challenged by the double blow of losing the lowest income consumers, who reduced or quit soft drinks consumption, while receiving weakened demand from consumers informed about brand benefits.
- Some leading companies counteracted current challenges by protecting their core markets. Coca-Cola did this by running an advertising campaign focusing on the traditional welfare and social benefits of visiting traditional bars; now competing with time and money spent on the internet at home.
- Coca-Cola ran a major innovative advertising campaign ('Holy bars') to support the traditional on-premise sub-channel; a key market with around 290,000 POS which is being hit really hard by the economic downturn.
- Squash/syrups saw an increase of almost 2% as a result of being a competitive way of preparing cocktails at home with white-colored spirits, or as an option with liquors when served on the rocks.
- Iced/rtd tea drinks registered a further decline due to poor sales in the Horeca channel, which continued to be affected by cost-cutting consumers and the rise of on-premise VAT in September 2012 to 10% (previously 8%).
- The energy drinks category is increasingly perceived as the first to be driven by male teenagers, who consider it to complement their lifestyle better than cola carbonates. This consumer segment, which is not allowed to drink alcohol on-premise, sees this category as a trendy alternative.
- In Q3-13, hot coffee was broadly stable, showing only a minor increase of less than 1%. This is noteworthy, however, as it follows many consecutive quarterly contractions. The category benefitted from espresso coffee being the lowest priced serving in bars, during a time of consumers losing purchasing power.