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

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                  Distribution Trends in Soft Drinks                                                                                        Mexico



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
             Mexico                                       Distribution Trends in Soft Drinks


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


Distribution Trends

Traditional stores continue to be the most important channel while on-premise outlets were affected

Overall, the traditional channel grew by almost 4% in 2009, even though it continued to lose share to the
modern retail channel. Traditional stores remain the most important distribution channel with more companies
such as Nestlé, Consorcio Aga and Tresmontes Lucchetti introducing their products to this channel through
agreements and different distribution structures and schemes.

During the first half of 2009 there was a fierce battle among major supermarket chains to win buyers. Wal-Mart,
Soriana and Chedraui carried out aggressive marketing campaigns offering special promotions and loyalty
programs for customers. Wholesalers continued to gain ground due to their lower prices and special services
like the one implemented by Sam’s Club (owned by Wal-Mart), which offers special wholesale prices for
restaurant owners.

Modern retail was favoured during the swine flu crisis due to panic buying. The outbreak forced people to stay at
home because schools and public places were closed. This led to an unusual demand for beverages such as
juice, nectars, fruit-based still drinks and packaged water in supermarkets and wholesale retail chains.

The convenience store segment is maintaining a good growth rate. The biggest chain in Mexico is OXXO,
property of FEMSA, which surpassed its year-end target by reaching 7,334 outlets in 2009 and increasing total
revenues by 13.6%. New discount stores such as Super Neto and Tiendas Wow are being opened, following
the scheme similar to Waldo’s Mart, which targets low income consumers. Volum
				
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