Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Macedonia 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?
A weak summer destroyed chances for seasonal beverages. At the same time competition was recorded in the dairy sector, with new Sutas dairy proving beneficial and other dairies raising their levels of marketing and consumer involvement.
What are the key drivers behind recent market changes?
GDP is positive, but consumer spending was cautious. The beer and alcohol tax increase affected soft drinks as well, in the short term.
What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Macedonia beverage industry and want more detail and analysis on this data. Canadean's Macedonia 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.
Key Market Issues
- Due to cold, wet weather throughout the quarter, seasonal beverages were badly affected, but also on-premise consumption overall saw a general decline in visits.
- This year Ramadan fell in the middle of summer, with participants abstaining from food and drink from dawn to dusk from 11 July to 9 August. With colder nights for feasts, and no food consumed during the day, Northwest Macedonia saw big contraction in beverage consumption in the high season.
- The increase in excise tax on beer and other alcohols from MKD3 to MKD4 per degree plato, and MKD300 to MKD340 on spirits, in effect from 12 July increased retail prices by 10%, due to the margin structure. This already represented a blow to brewing in particular, as it surpassed the price threshold that consumers were willing to pay.
- The government backed all preparations to make September a great month of independence and sport, but neither the Euro Basketball in Slovenia, nor qualifications for the football World Cup Championship, yielded a memorable result. The commercials for beer, soft drinks and water had a several fold lesser effect than previous years.
- Private Label growth slowed, so retailers (such as Kam Market) had to launch new products and discounts to match previous growth rates of over 20%.
- Economic uncertainty and overall gloom have pushed consumers towards this more budget friendly category. Favourable sugar prices have been key to low, stable consumer prices.
- Tourist numbers are increasing in the country.
- Constant marketing campaigns from a number of local and imported brands have pushed drinking yogurt upwards by nearly 8%. Category value is also being bolstered by producers.
- Iced/rtd tea drinks had positive 5% growth in Q3-13, due to the marketing efforts of both leading brands and new entrants. Experimentation in flavour and brand offer continues to attract consumers.
- Hot coffee moved aggressively over Q3-12 in terms of value - most companies pushed forward their more expensive ranges - espresso variants, up-market coffee blends etc