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West Europe Beverage Forecasts March 2014
Publication Date Mar 2014
Publisher Canadean
Product Type Report
Pages 106
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Product Synopsis
Published by Canadean, West 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?
Current economic environment remains gloomy in western markets and Eurozone countries are having a particularly turbulent ride.

What are the key drivers behind recent market changes?
Producers and retailers face the on-going challenge of finding the right balance between value and product mix as consumers remain price sensitive.

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 trends trends (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 West Europe Beverage Forecasts includes data tables for 16 markets in West Europe.

 Supporting text for 16 markets.

Key Market Issues
Milk consumption is down across the whole of West Europe (with the exceptions of Greece, the Republic of Ireland and the UK) due to concerns over the fat content, changes in lifestyle and immigration. However, with the European Milk Quota System ending in 2015, the market could become over-saturated.

Struggling European economies such as Spain, Italy and Greece are decreasing consumption of nearly all beverages. Only packaged water is showing steady growth, with double digit declines for most other categories.

Increasing quality of tap-water available across West Europe is spearheading a move away from packaged water in times of economic austerity. However, seasonal factors such as warm weather ensure a steady, if unspectacular growth.

Increasingly in Germany and Austria, the effect of hydration is seen as a factor to improve performance, and free water is offered. However, in countries of high unemployment, bulk/HOD water is seen as surplus to requirement and corporate demand has reduced.

Annual increases in sugar taxes are affecting growth of the soft drinks category throughout West Europe. Furthermore, the €1 per liter tax France has imposed on energy drinks since January 2014 may see consumption impacted negatively.

Key Highlights
Recent expansion of the coffee giant has contributed to growth in both the soft drinks (iced/RTD coffee drinks) and hot drinks (coffee) categories. Indeed, Sweden now views coffee as its national drink.

The dairy category has seen a surprising drop in volume, defying predictions of a recovery. Consumer awareness of the fat content has led this decline.

Some West Europe nations experienced their warmest summer for years, further prompting alcohols' gradual decline. Increasingly consumers are opting for packaged water as a more refreshing option.

Widespread taxes on sugar, austerity and consumer awareness of health risks, have led to declines in the carbonates segment. Soft drinks were able to sustain their growth in large part due to the success of packaged water.

Energy drinks are the only category demonstrating significant growth of 4%. Remarkably defying the economic crisis, energy drinks are sourcing some volume from alcoholic drinks.

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