Finland Quarterly Beverage Tracker Report Q3 2013




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Product Synopsis

Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Finland 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, the overall results for the beverage industry were disappointing. Soft drinks, alcoholic drinks, dairy drinks and hot drinks all posted declines for Q3-13. Unemployment has increased year on year and now stands at 7.6%, a 0.5% increase on September 2012. Between August and September consumer prices also rose by 0.4%.

What are the key drivers behind recent market changes?

The economy in Finland remains in a fragile state, with unemployment still high and consumer prices for meat and dairy products seeing an increase. Only a few beverage categories were able to post any increases, with packaged water and beer among those benefitting from the good summer weather.

What makes this report unique and essential to read?

Designed for clients who want to understand the latest trends in the Finland beverage industry and want more detail and analysis on this data. Canadean's Finland 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

  • Cola carbonates continue to outperform other flavours as consumers tend to revert to basics in recessionary times, and cola fits the profile.
  • Nectars, with their lower price per unit, are regarded as more affordable by consumers and are, therefore, not impacted by the downturn as severely as the juice category.
  • Sports drinks have been suffering over the last year with volumes down by around 5%. The Powerade brand in particular saw volumes decline significantly.
  • The threat of energy drinks being banned to the under 16s still looms in the background, but the new sugar tax is a more immediate concern.
  • Consumers continued to purchase significant quantities of beer in duty free on the Finland/Estonia ferries.

Key Highlights

  • The price war between retailers was not sustainable as prices reverted back to normal levels, volumes consequently fell.
  • The still drinks category declined by 4% in Q3-13 and was partly affected by the increase in tap water consumption.
  • Finns like to drink coffee when they are out and the good summer weather helped to reverse the negative trend of the previous quarter.
  • The category benefitted from good weather in the traditional outdoor summer living period of the year; a key element in Finnish life and a critical time for selling squash/syrups.
  • Value-added packaged waters continue to grow off a very small base, possibly taking share from carbonates.