Serbia 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 Serbia 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?

Soft drinks volume was down by 11% as low consumer confidence hit consumption of the large carbonates and packaged water markets. Beer also dropped due to lower consumer spending. Dairy drinks consumption was also down, but at a lower rate than Q2-13 when the category was hit by the aflatoxin scare and the small hot tea category continued to perform well due to its perceived health benefits.

What are the key drivers behind recent market changes?

The industry has been plagued by several factors of late; low consumer confidence and the resultant lower consumer spending, which impacted Horeca particularly. The aflatoxin scare has begun to fade away but the dairy market is still suffering.

What makes this report unique and essential to read?

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

  • Government planned austerity measures create lower consumer confidence and impact consumer spending.
  • Lower consumer spending impacted all distribution channels, although large modern retail did manage to take some share from traditional retail.
  • The soft drinks market decline was led by the large carbonates and packaged water markets as consumers cut back on non-essential items.
  • The JNSD category was shaken by publicity about the juice content of various brands raised by the Association of Consumers of Serbia.
  • Poor customer liquidity and late payments in the office channel forced bulk/HOD water producers and distributors to reduce deliveries until debts were paid. This caused low growth, even though price sensitive consumers switched to this category from packaged water.

Key Highlights

  • As smaller players continue to be very price aggressive there is little room in the market for any Private Label development. In the larger categories, for example packaged water and carbonates, brand loyalty is strong and is expected to remain this way for the foreseeable future.
  • Within spirits, only small, local spirits producers registered a positive trend due to the improved quality of their brands and their wide range of flavour and packaging options. The natural image of the local spirits market remains an advantage for the market.
  • Iced/rtd coffee drinks consumption was flat in Q3-13. The convenient (ambient) aseptic PET pack from Imlek (Flert brand) helped to prevent the market from seeing a drop in volume.
  • As the aflatoxin discussions disappeared from the media, consumers turned back to dairy products.
  • As hot tea is perceived as providing health benefits it continues to make progress, even during the low season.