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

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Soft drinks trends and developments in on- vs off-premise - volume and value

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

FINLAND
A Special Focus Report from Canadean
December 2010




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Debra Richards, Sales Support Manager: +44 (0)1256 394227
Alison Bodnar, Sales Support Administrator: +44 (0)1256 394287



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                                                                                   Liquid Intelligence
                  Distribution Trends in Soft Drinks                                                                                        Finland



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
             Finland                                       Distribution Trends in Soft Drinks


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


Distribution Trends

New legislation has come into force on 1 December 2009 which allows supermarkets to be open from 12:00 to
18:00 on Sundays and for stores under 400 square metres to be open 24 hours a day. The impact this has on
the market will begin to become apparent during the year 2010.

Within the total soft drinks market the retail channel accounts for 79% of all volume. During 2009 in nearly all
categories there has been a shift away from the on-trade due to the economic climate with Finns eating out less.
This is a continuation of a trend that started 2008 and is forecast to continue into 2010.

The categories most reliant on the on-trade are sports drinks, carbonates, packaged water and energy drinks.
During 2009 both packaged water and sports drinks category lost overall volume as consumers did not replace
their purchases in the on-trade with the off-trade.

Within the off-trade it was the convenience channel that suffered the worst declines in 2009. Prices are clearly
higher and consumers have the choice to find the same products in modern retail. The convenience channel
declined nearly 4%.

However, where there are losers there are always winners and in 2009 it was the discount channel that was
able to maximise the economic situation and grew over 5%.


Market Valuation/Pricing

Packaged water declined by 5% to €183 m due to decreasing volumes especially in the on-trade. Values will
decrease further as Private Label brands become more prominent.

Carbonates prices remained relatively stable but due to less volume through the on-trade, valuation fell to €754
m. This trend is anticipated to continue during 2010 as consumers choose to restrict their expenditure in the on-
trade.

Juice which has the second highest valuation after carbonates has also seen its value 
								
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