Belgium Quarterly Beverage Tracker Report Q4 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 Belgium 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?
Belgium has now enjoyed four consecutive months of positive GDP growth. During the whole of 2013, the Belgian economy was moving out of recession, starting with a 0% in Q1 and following on with 0.2% in Q2, 0.3% in Q3 and now 0.4% in Q4.

What are the key drivers behind recent market changes?
October saw above average temperatures of 1.7 degrees. Extremely strong winds, accompanied with thunder storms and even tornadoes, were the hallmark of the last part of the month. November was a very dark month with less than half of the normal number of hours of sunshine, as well as a large amount of rain (34% more than the monthly average); however, temperatures were normal for the season. December was very mild, with not a single day of frost during the whole month in certain Belgian regions.

What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Belgian beverage industry and want more detail and analysis on this data. Canadean's Belgium 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 Q42013vs Q42012, together with provisional 2013volumes and latest 2014 forecasts.

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.

Key highlights of the last quarter's commercial beverage performance are identified and the key market drivers examined

Volumes for Q42013 vs Q42012, provisional2013 volumes, moving annual totals (MAT) and latest 2014 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 flavors. Significant activity in the soft drinks industry is covered including recent new product introductions (detailing flavor, pack type, pack size, retail price and selected pack shots) and the latest industry news.

This quarters special focus is on Functional and Flavored Waters

Key Market Issues
The Consumer Price Index, after remaining stable for a few months, climbed again in December by 0.2. Business confidence did, however, see a mid-road wobble which is possibly linked to a hike in companies going bankrupt. Bankruptcies were still high and increased since the summer. The month of October came in as the second highest month ever of recorded bankruptcy results.

Food waste came up for discussion in the press in Q4, sparked by OIVO (Research and Information for Consumer Organizations) and Comeos (Organization representing Belgian Commerce and Services) having a public argument on the subject matter. In essence, OIVO advised supermarkets to avoid creating promotions on short-life and fresh products - such as buy on get one free - as it encourages consumers to purchase too many perishable products at once and thus causes food wastage.

Rise in Private Label products hit discounters hard.

Although Q4 was by far the best quarter for cider in 2013 in volume terms, as it is the period in which carbonated alcoholic beverages are drunk the most, it could still not conceal the steady decrease of cider consumption.

Key Highlights
Unemployment, which had been on a constant upward trend since July 2012, finally broke a 15 month run trend, with a 0.5% drop to 8.4% in Q4.

2013 and Q4 in particular saw growth for packaged water. This was due to the improvement in the economy, as it increased consumer confidence.