Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to 2015 Belgium by Canadean

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									SPECIAL REPORTS
Distribution Trends in Soft
Drinks: On-Premise vs Off-
Premise Dynamics &
Forecasts to 2015

BELGIUM
A Special Focus Report from Canadean
December 2010




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                                                                                   Liquid Intelligence
                  Distribution Trends in Soft Drinks                                                                                     Belgium



Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
   Distribution Trends .................................................................................................................................... 2
   Market Valuation/Pricing ............................................................................................................................ 2
     Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 3
     Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 3
     Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ........ 4
     Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 4
     Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 5
     Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 5
     Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) .. 6
Soft Drinks Product Definitions ..................................................................................................... 7
Glossary ..........................................................................................................................................14
Forecast Methodology...................................................................................................................16




                                                                                                                 Soft Drinks Service/Dec-2010              1
             Belgium                                        Distribution Trends in Soft Drinks


    Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
                    Dynamics & Forecasts to 2015


Distribution Trends

Belgian Horeca suffered a bad year with the economic uncertainty restricting on-premise trade. As a result the
Belgian Government decided to decrease VAT on food in Horeca from 21% to 12% from January 2010 to help
re-stimulate the sector.

Cafes with a strong dependency on beer consumption were seen to have the biggest problem following a 3%
overall decline in the beer market. Conversely QSR experienced good results with outlet numbers actually
rising. This was accompanied by a QSR turnover gain of over 10%.

In off premise channels hard discounters (Aldi and Lidl) are struggling with a declining soft drinks share. This
has come about as a result of good performances by Colruyt and Delhaize. It has been the policy of such full
service supermarkets to give attention to consumer price concerns in these economically difficult times with the
provision of keenly priced ‘Premier-prix’ products.

The traditional retail sector, which is dependent on small outlets, lost further share due to high price/cost levels
and severe competition from the more efficiently operating large retailers.


Market Valuation/Pricing

The overall value of soft drinks hardly increased during 2009. This was primarily because of the recession which
deterred consumers from increasing their overall spend on soft drinks and discouraged out of home channel
expenditure.

Retail shelf prices barely increased because of the absence of inflationary pressure and because of competition
between discounters and full service supermarkets. Horeca channels engaged in only selective price rises in
order to retain their customer base in economically difficult times.

An increasing sha
								
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