Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Germany 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?
Although GDP growth is very low, it is still positive and it grew by 0.6% in Q4-13. After a rocky start, the economy has developed positively, helped by both domestic and external demand. Domestic spending was driven by a declining propensity to save and higher average spending for Christmas presents compared to 2012.
What are the key drivers behind recent market changes?
In an established market like Germany, growth opportunities are very limited and often based on replacement (ie consumers may substitute one brand for another, or one category for another), but the volume of commercial beverages consumed is not increasing. Regional beverage producers (mid-sized companies) are focusing on foreign markets to generate growth.
What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Germany beverage industry and want more detail and analysis on this data. Canadean's Germany 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 latest2014 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. 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 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
Energy costs have been a major driver of inflation throughout 2013, but Q4 was dominated by price increases within the food industry. Throughout Q4-13, food prices were 3% higher compared to the previous year and was not balanced by the declining price of fuel and heating oil.
Temperatures above 10C were not unusual and led to higher sales in cafs and beer gardens, while the restaurant and catering industry in winter sports areas suffered due to the lack of snow.
The Indian summer shifted to December in 2013. While October and November were comparatively mild, above average rain fall led to unfavorable weather for outdoor activities. This changed in December, which brought unusually mild temperatures and also above average amounts of sunshine.
A moderately positive development in GDP also brightened the business climate, which became more positive towards the very end of the year. The small positive impulses from the global economy are expected to further stimulate German exports in 2014.
Employment grew as a result of immigration and 'silent reserves' (those not in employment through choice, eg stay-at-home-parents); however, it is noteworthy that further reductions in unemployment will be increasingly difficult to achieve due to a lack of qualifications, skills and mobility of the remaining unemployed population.
Christmas saw sales benefit from positive consumer sentiment and money was spent on presents and fine food instead of adding to savings.