Croatia 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 Croatia 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?
Last quarter experienced further decline of economic activities. Most predictions agree Croatian Gross Domestic Product in 2013 will contract 0.7 to 0.9 percent on an annual basis.

What are the key drivers behind recent market changes?
Unemployment rate is constantly increasing, reaching over 20% in H2-13 after seasonal employment ended.

What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Croatia beverage industry and want more detail and analysis on this data. Canadean's Croatia 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. 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 latest2014 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
Croatian Bank Association (HUB) projects average economic growth of 0.1% in Croatia in 2014. Similar projections came from the Institute of Economics (1%), the European Commission (0.5%) and The Croatian Central Bank HNB (0.7%). Nevertheless, real incomes are expected to stagnate, inflation rate to be around 2.5% and it is anticipated personal spending will remain low.

The beverage industry experienced another difficult and highly challenging year in 2013. As economic indicators for 2014 are not optimistic and unemployment rate remains extremely high, producers, distributors and retailers will face another tough year.

The total category experienced another year of erosion, resulting in 11% decrease in terms of volume. Iced/rtd tea drinks simply lost their attractiveness and most players have reduced their flavor portfolio, leaving only peach flavor in the market.

Key Highlights
Unusually warm end of year helped beer and soft drinks consumption

Carbonates are the absolute winner, driven primarily by regular cola brand price promotions.

In 2013, another brand (the second brand out of three existing in the market), InCider entered the on-premise channel in the summer months and widened distribution in retail in H2-13. This automatically impacted the category, so Quarter 4 experienced almost 88% growth.