Latvia 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 Latvia 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?
Latvia officially adopted the euro on 1 January 2014. During the last quarter of 2013, prices were shown in both currencies: LVL (Ls) and . Several retailers adjusted prices in LVL so consumers could more easily understand the price in euros and in some cases this caused prices to increase.

What are the key drivers behind recent market changes?
In October, there were signs of slight inflation; an increase of +0.2%. However, in November prices fell by -0.4% and in December they were flat. However, deflation does not indicate negative future prospects for the Latvian economy, as it is not caused by domestic factors, but believed to be a consequence of the global food and fuel price level drops.

What makes this report unique and essential to read?
Designed for clients who want to understand the latest trends in the Latvia beverage industry and want more detail and analysis on this data. Canadean's Latvia 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 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
Several retailers adjusted prices in LVL so consumers could more easily understand the price in euros and in some cases this caused prices to increase. An "Honest euro implementer campaign was held, as consumers were concerned that retailers were raising prices significantly.

A warm Q4-13, with only limited snow, reduces consumption occasions for hot drinks.

On 21 November the roof of a 'Maxima' supermarket collapsed, killing 54 people and injuring a further 41. The cause of the roof collapse has not yet been clarified. However, the 'Maxima' retail chain has received considerable criticism from the public as its crisis management was extremely bad. People boycotted Maxima shops which resulted in a 20% drop in turnover (precise numbers are still to be announced).

Key Highlights
Active promotional campaigns meant carbonates grew by 4% in Q4-13. The best performer in the carbonates category was low-calorie cola flavors. This was followed by other regular fruit flavors and cola-regular flavor. Sports drinks grew by 4% in Q4-13 and energy drinks by 1% in Q4-13. The main driver behind consumption in these categories was the increase in promotional campaigns and growing consumer purchasing power.

In the third quarter of 2013, Latvia's economy was the second fastest growing in the EU on a year-on-year basis, with GDP rising by 4.5%. Private consumption increased by 5.0% and state expenditure by a significant 9.9%. The average salary finally returned to what it was before the 2008 crisis, reaching LVL500 (716) before tax. This was even higher in Riga, with the average salary reaching LVL575 (823).