Published by Canadean, this Quarterly Beverage Tracker report provides a detailed analysis of the latest developments in the Spain 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?
According to the latest available INE figures, Spain's GDP fell by 0.1% in Q4-13 (-1.6% in the previous year). The Consumer Price Index registered a very slight growth rate of 0.2% at the end of Q4-13 (2.9% the previous year), while hotel occupancy rose to 1.7% in total 2013 over the previous year.
What are the key drivers behind recent market changes?
The very poor comparison period of Q4-12 and the hope that the government's economic measures are starting to work pushed soft drinks to recover some volume (up 2%) during the quarter and carbonates and packaged water benefited.
What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Spain beverage industry and want more detail and analysis on this data. Canadean's Spain 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 2013 volumes 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. 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, moving annual totals (MAT) and latest 2014Forecasts 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
Unemployment grew slightly to reach 26.3% in Q4-13 (26.0% in the previous year).
The economic mood is slightly more positive than in Q3 so the government announced that the economic measures are starting to succeed though the recovery of unemployment will take longer because the huge house building industry needs to be replaced as the main source of jobs. In the meantime most consumers aren't seeing their living standards rising.
In some categories PL lines have reached their potential and couldn't grow because some low income consumers left commercial beverages altogether whilst they didn't appeal to brand conscious consumers. Most brands applied static pricing policies which denied PL products share.
An extremely low CPI of 0.2% helped consumers, particularly in the static-priced on-premise channel.
Some on-premise chains lowered retail prices by around 20%-30% per unit subject to ordering a combined or minimum quantity.
Young teenagers and school children were re-targeted by carbonates, nectars and flavored milk. The increase in parental sensitivity to quality favored the leading brands.