SPECIAL REPORTS
Distribution Trends in Soft
Drinks: On-Premise vs Off-
Premise Dynamics &
Forecasts to 2015
MACEDONIA
A Special Focus Report from Canadean
December 2010
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Distribution Trends in Soft Drinks Macedonia
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
Macedonia Distribution Trends in Soft Drinks
Distribution Trends in Soft Drinks: On-Premise vs Off-Premise
Dynamics & Forecasts to 2015
Distribution Trends
On-premise sales fell but less steeply than off-premise, the latter declined slightly faster than the overall rate of
soft drinks. In off-premise, all outlets saw a drop in volume with supermarkets and traditional shops hit by
discount/low price sales of larger packs which consumers preferred to buy at nearer or traditional shops to save
on costs.
Specialist shops saw sales plummet again and are finding it impossible to match the discounts available in
supermarkets. Some attempts, like the Hedi’s franchise (with its links to national broadcasters A1) are proving
successful only where there is no modern chain present and consumers’ shopping habits are unaltered.
On-premise channels were less affected in 2009 but are showing signs of purse tightening, as the impact of job
losses and job uncertainty spreads.
Market Valuation/Pricing
Prices continued to fall steeply in retail channels, especially in discount and traditional shops, driven by leading
companies’ prolonged discount selling of multi-pack formats (eg. 150cl PET), some rise in Private Label
carbonates and fall in sales of premium brands.
On-premise maintained value especially in other on-premise, and price increases were less sharp. Water in
single-serve glass and PET are drivers in QSR and other on-premise channels.
The new ban on smoking legislation introduced in 2010 has begun to affect on-premise consumption during the
first quarter of the year.
Soft Drinks Service/Dec-2010
2
Distribution Trends in Soft Drinks Macedonia
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