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

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                  Distribution Trends in Soft Drinks                                                                              Philippines



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
             Philippines                              Distribution Trends in Soft Drinks


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


Distribution Trends

The weak economy, high inflation and stiff competition put pressure on manufacturers to increase the price of
their products but lower-end brands which have lower prices are growing at a faster rate than premium brands.
However there were no significant changes in the average prices for most categories.

Because of the economic downturn, producers delayed increasing prices to allow consumers to maintain their
usual consumption levels and to retain sales. Suppliers have turned to innovation and expanding their products
portfolio to have value-priced products in the market.

Some manufacturers have downsized their products sizes without changing the current prices. Smaller sizes
have been launched to have more affordable products.


Market Valuation/Pricing

Most manufacturers use distributors in different areas of the country. These distributors employ wholesalers as
their sub-channel agents. The wholesalers may handle an exclusive company’s brands but most represent
several companies. Wholesalers are mostly responsible for the distribution of products to grocery and sari-sari
stores.

Big chain stores like supermarkets and convenience stores get their stocks directly from company salesman.
These kinds of retail outlets have their own warehouse where they store their stocks and transfer to their branch
stores when needed.

On-premise outlets with high level consumption get their stocks direct from company salesmen or distributors
but those with limited consumption usually buy from supermarkets.

Retailing in the Philippines spans different venues including sari-sari stores, sidewalk vendors, wet and dry
markets, groceries, supermarkets, warehouse/discount clubs and convenience stores.

The lifeblood of Philippine retailing is the huge network of sari-sari stores. Sari-sari variety stores make up
almost 90% of retail outlets. Sa
				
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