Published by Canadean, East Europe Beverage Forecasts provides consumption trends 1999 to 2013 provisional and 2014 to 2019 forecasts for key beverage categories.
Introduction and Landscape
Why was the report written?
This bi-annual report from Canadean is designed to show past consumption trends for all commercial beverage categories and forecast trends five years into the future. Product analysis is broken down into 30 categories: packaged water, bulk/HOD water, carbonates, juice, nectars, still drinks, squash/syrups, fruit powders, iced/rtd tea drinks, iced/rtd coffee drinks, sports drink, energy drinks, hot tea, hot coffee, beer, sorghum beer, cider, spirits, wine, fortified wine, sake, rice wine, FABs, dairy drinks (white milk, fermented milk, drinking yogurt, flavoured milk, soymilk, evaporated and condensed milk).
What is the current market landscape and what is changing?
The economic climate remains difficult across the region with consumers continuing to watch what they spend. However slight improvements in consumer mood are identifiable across certain categories.
What are the key drivers behind recent market changes?
The on-going march of modern retail formats across the region means that the Private Label segment is showing strong growth in East Europe.
What makes this report unique and essential to read?
The report facilitates valuable data comparisons, enabling the user to monitor the development of commercial beverages over time by category and determine share of throat. It is an essential aid for anyone interested in the beverage industry.
Key Features and Benefits
Data for 27 individual beverage categories, covering historical (1999-2013 provisional and 2014-2019 forecast provided in excel).
Data measures in million litres and litres per capita
Supporting analysis for the individual beverage categories
Canadean's East Europe Beverage Forecasts includes data tables for 18 markets in East Europe.
Supporting text for 18 markets.
Key Market Issues
Government policies, legislation changes and increased taxes on alcoholic drinks affects consumption of alcoholic beverages.
Consumers are increasingly looking for products with healthier attributes or lower calorie options, like replacing sugar with Stevia, or increasing juice content. The low calorie carbonates segment is likely to drive growth.
Harsh economic conditions have led to reduced salaries and increased prices, so consumers are cutting their spending as buying power is reduced.
Low quality tap water and marketing campaigns increase demand for packaged water in East Europe.
A 3% growth was reported in the beer market for 2013. Estonians tend to enjoy light alcoholic drinks and the warmer climate also had a beneficial impact.
Lithuanian consumers are becoming increasingly health conscious, so the packaged water category is forecast to grow by a further 2% in 2014 and by a similar rate up until 2019.
Consumption of carbonates in Russia in 2013 was higher by more than 4% compared to the previous year. This was mainly driven by the increase in consumer demand for top-quality multinational brands mostly generated by young and middle aged representatives of the middle class.
The hot tea category in Slovenia prospered by 3% in 2013, consumption was driven by the cold and long winter.
Consumption of white milk grew by 2% in 2013 in Turkey was mainly driven by The School Milk Project which was more successful than in previous year. The white milk category is likely to stabilize with around 1% growth in the near future.
Beverage Consumption Data Tables
Data Horizon 1999-2013P PROVISIONAL and 2014F-2019F FORECASTS
Measures: Volume (million litres), Population (millions), Litres Per Capita
EAST EUROPE: Belarus, Bosnia-Herzegovina, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Macedonia, Poland, Romania, Russia, Serbia, Slovak Republic, Slovenia, Turkey, Ukraine. Regional Balancers
For regions where it has not been possible to generate total market volumes by profiling each individual country, we have taken a value judgement to arrive at a balancing Others figure. This is recorded as a separate entity, specific to the Region to which it belongs
Main beverage category groups: Soft (standard), Soft (extended), Beer, Spirits (standard), Spirits (extended) and Wines.
Individual beverage categories within each main group are as follows:
Soft (standard): Packaged Water, Carbonates, Juice (100% pure juice), Nectars (products with a 25-99% juice content), Still Drinks (<25% juice content), Squash/Syrups, Fruit Powders, Iced/Ready To Drink (RTD) Tea, Iced/Ready To Drink (RTD) Coffee, Sports Drinks, Energy Drinks. Packaged Water excludes all water sold in large containers of >10 litres
Soft (extended): Bulk/HOD Water, Dairy Drinks (White Milk, Flavoured Milk, Soymilk and Cultured Dairy Drinks including Drinking Yogurt and Fermented Milk combined), Hot Coffee, Hot Tea
Beer: Beer, Sorghum Beer and Cider
Spirits (standard): Spirits (excludes Fortified Wine and Flavoured Alcoholic Beverages (FABs))
Spirits (extended): Flavoured Alcoholic Beverages (FABs), Fortified Wine, Rice Wine and Sake
Wines: Wine (Still and Sparkling combined)
EAST EUROPE: Belarus, Bosnia-Herzegovina, Bulgaria, Croatia, Czech Republic, Estonia, Hungary, Latvia, Lithuania, Macedonia, Poland, Romania, Russia, Serbia, Slovak Republic, Slovenia, Turkey, Ukraine
Categories covered where applicable:
Iced/Rtd Tea Drinks
Iced/Rtd Coffee Drinks
East Europe Beverage Forecasts - Methodology