Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Portugal 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?
ACB volumes rose by over 2% during the quarter, boosted by soft drinks sales. The dairy and hot beverage industries declined, as did beer sales.
What are the key drivers behind recent market changes?
Warm temperatures during the quarter allied with static CPI pushed soft drinks consumption up. Core heavy consumers were targeted by price promotions generally involving multipacks.
What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Portugal beverage industry and want more detail and analysis on this data. Canadean's Portugal 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
- With unemployment at 16.4% in Q3-13 (15.0% in Q3-12) spending power continued to weaken though at a slowing down rate than in the previous year.
- In both July and August, the temperature was warmer than the 1971-2000 average, by 1.5-2.5ºC depending on mainland geography, and in September temperatures were 1.5ºC above average.
- According to the latest available INE (National Statistics Institute) figures, Portugal's GDP fell by 2.1% in Q2-13 (-3.3% in Q3-12). The Consumer Price Index was static with a growth rate of 0.1% at the end of Q3-13 (2.9% in Q3-12).
- The number of tourists visiting Portugal in 2013 registered an accumulated growth of 10% over the previous year and the growth trend continued in Q3-13.
- The rise of confidence helped consumption as affluent consumers were not so worried about the future economic situation and appeared ready to spend in Q3-13 while the static CPI reduced the loss of purchasing power of mid and low income.
- To reinforce its focus on key heavy consumers Fastio 600cl gained a lot of presence in large modern retail and achieved excellent visibility thanks to its redesigned pack label with the number six supersized.
- Coca-Cola ran an advertising campaign ('The world seen in a different way') focusing on it iconic 20cl contour shaped glass bottle to support its key on-premise market and benefit from the summer season.
- Iced/rtd tea drinks again declined by almost 5% in Q3-13, due to high-adult consumers shifting to trendy hot herbal tea or the growing mineral water-based still drinks segment (Luso de Frutas).
- Cider could have benefitted from being perceived a natural product attracting consumers who drink spirits and super premium beer but the main difficulty is that consumers are not used to the category, and it maybe not sweet enough or too dry taste for the average consumers.
- Moscato wine is increasingly being consumed on the rocks and with mint herb. AdegaCooperativa de Favaios introduced Favaitos, a moscato brand (17% abv) packed in single 10x6cl nrb glass bottle with a retail price of €6.45.