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

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

GREECE
A Special Focus Report from Canadean
December 2010




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                                                                                   Liquid Intelligence
                  Distribution Trends in Soft Drinks                                                                                        Greece



Contents
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise Dynamics & Forecasts to
2015 .................................................................................................................................................. 2
   Distribution Trends .................................................................................................................................... 2
   Market Valuation/Pricing ............................................................................................................................ 3
     Soft Drinks On-Premise vs Off-Premise – Volume, 2006-2010F (% Growth) ........................................... 4
     Soft Drinks On-Premise vs Off-Premise – Value, 2006-2010F (% Growth) .............................................. 4
     Soft Drinks on-Premise vs Off-Premise – Volume & Value, 2006-2010F (M Litres/Local Currency) ........ 5
     Soft Drinks On-Premise vs Off-Premise by Category, 2009 vs 2010F (% Growth).................................. 5
     Soft Drinks On-Premise vs Off-Premise, 2009-2015F (% Growth) .......................................................... 6
     Soft Drinks On-Premise vs Off-Premise, 2009, 2010F & 2015F (% Share) ............................................. 6
     Soft Drinks On-Premise vs Off-Premise Average Price Per Litre by Category, 2010F (Local Currency) .. 7
Soft Drinks Product Definitions ..................................................................................................... 8
Glossary ..........................................................................................................................................15
Forecast Methodology...................................................................................................................17




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


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


Distribution Trends

Discounters contract for the first time owing to increased competition from branded products on
promotion

Overall off-premise sales increased by approaching 2%, whilst on-premise sales declined by 4%.

Sales through the modern retail channel have generally increased, principally driven by competitive pricing and
promotional activity. Sales, however, fell in the iced/rtd coffee category owing to a combination of the premium
price positioning and reduced consumer purchasing power as a result of the economic crisis. Sales of sports
drinks through the modern retail channel also declined owing to reduced purchasing power, with consumers
choosing alternative cheaper forms of re-hydration.

Sales through the Lidl discount chain contracted for the first time in 2009. Lidl has suffered losses across all
categories owing to heavy promotional activity in supermarkets in response to the economic crisis which has
reduced the attractiveness of the discount chains. The decline was, however, partially off-set by the entry into
the Greek market of the Aldi discount chain at the end of 2008.

Sales through the traditional retail channel have generally declined, with consumers perceiving larger outlets to
offer better value for money.

The Horeca channel declined across all categories with consumers choosing to go out less owing to the
economic crisis. The fall in tourism and the unfavourable weather during the key summer season also
contributed to the general decline.

Other on-premise channels also declined, principally owing to falling sales through kiosks as a result of reduced
tourism. In an initial panic response to the economic crisis, consumers tended to stock fewer products in
advance and visited these outlets in order to cover their immediate needs. The trend, however, slowed in the
second half of the year as consumers realised that they were actually
								
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