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257 posts categorized "Soft Drinks"

July 29, 2014

Why Shopper Marketing is Increasingly Important to Soft Drinks

Howard TelfordAnalyst Insight by Howard Telford - Beverages Analyst

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Recently, I attended the Shopper Insights in Action conference in Chicago. The conference centred on strategies for improving data gathering, segmentation and execution inside CPG retailers, with the goal of more effectively understanding and reaching consumers at the point of sale. A short recap of the event is available here.

The improvement of shopper marketing techniques has a particular relevance for the soft drinks industry. High value categories like carbonates and juice have been in a state of decline in the developed markets of North America and Western Europe. Global brands are finding more growth opportunities in emerging economies, but healthier lifestyles are having a global impact on the appeal of major soft drinks brands. Traditional forms of brand building and consumer engagement – TV advertising, billboards, or sponsorship – do not seem to have the same impact when consumers are inundated with many channels of content and unprecedented product choice.

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July 28, 2014

Glacéau: Revisiting Opportunities and Challenges

Hope.LeeAnalyst Insight by Hope Lee - Senior Beverages Analyst

Seven years after being part of The Coca-Cola Company (TCCC) family, Glacéau has received considerable attention from its parent company and the media. The Glacéau acquisition was one of the most expensive deals in history at US$4.1 billion (20xEBITA). According to DE Master Blenders, the average transaction of acquisition is 12.7xEBITA for the food and beverage industry. Nevertheless, the deal was completed before Lehman Brothers’ collapse, when the market appeared to be booming, buyers were frenzied and advisers were pushy. It is now perhaps time to assess the brand and see if its development has lived up to expectations. The industry consensus is that Glacéau has made little advancement and the brand has not met its original objectives.

glaceau pic3.gif

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July 26, 2014

Ichitan Group Paves the Way for Local Players in the Thai Soft Drinks Market

Euroasia_w.anuwong_LThumb With Warangkana Anuwong, Senior Research Analyst

 Ichitan Group PCL, a relatively new player in the soft drinks market in Thailand, was recently listed on the Thai stock exchange which not only cements the company's future in the industry but also adds even more competition to the dynamic soft drinks market in the country. Ichitan's success is driven by its low-priced ready-to-drink tea which is the only RTD tea product in the country labelled as organic so far. If Ichitan's success continues, the soft drinks market in Thailand will become even more polarized as local brands rise up to challenge international players.

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July 22, 2014

Vita Coco Poised for Success in Asia Pacific under Red Bull China

The Reignwood Group, owner and distributor of Red Bull China, recently purchased a 25 percent stake in Vita Coco with plans to distribute the coconut drink in the country. Although coconut water is not a new product, Red Bull China has vast retail connections, funds for advertisement and sponsorship and the understanding of consumer's growing demand for functional, healthy beverages. Red Bull China has no formal business relationship with Red Bull GMBH but has grown into a US$ 2.5 billion dollar brand in the country. If Vita Coco is promoted similarly, it could surpass sales in the US, which reached nearly US$ 240 million in 2013.

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July 21, 2014

Shopper Insights in Action Conference 2014 – IIR – Event Recap

Howard TelfordAnalyst Insight by Howard Telford - Beverages Analyst

View Howard Telford's profile on LinkedIn

This past Wednesday, the 14th annual Shopper Insights in Action conference concluded in Chicago, Illinois. As always, the event focused on strategies to improve shopper activation across all kinds of consumer retail categories and channels, providing the shopper side of consumer marketing (and its research suppliers) an engaging forum to share ideas and success stories.

From a beverages and food service perspective, the three-day event at Navy Pier left me considering the need to address three, macro-level organizational challenges in the drinks industry:

1.       Using ‘big data’ more effectively

As the event’s exhibit hall demonstrated, there are a myriad of methodologically different ways to collect, measure and interpret the in-store responses of consumers to your products and shelves. As an industry that frequently delivers and merchandises its products through a two-tier bottling system (or other independent direct delivery partners), measuring the effectiveness of in-store activity - displays and product location - is vital. How can marketing and channel management teams demonstrate that ‘soft’ information on shopper response, preference or opinion is robust and indicative of volume growth or incremental revenue? Brands and their retail partners must work harder to interpret and contextualise data and insights in order to effectively advocate for change within their businesses.

Research focused and data literate leadership certainly helps. Keynote speaker Sir Terry Leahy, former CEO of Tesco plc, spoke about the need to improve the dissemination and understanding of data within large retailers and other organizations. As research tools become more powerful and useful – from generating understanding of potentially new, developing markets, to specific, localised consumer segments and their behaviours – it remains important that these insights are clear and actionable while reaching the right pairs of eyes.   

Continue reading "Shopper Insights in Action Conference 2014 – IIR – Event Recap " »

July 18, 2014

Three Categories Driving Growth in Health and Wellness Soft Drinks

The health and wellness soft drinks industry is being driven by three main categories: bottled water, juice and ready-to-drink tea. There is a consumer shift in ready-to-drink bottled water towards the premium sector, with mineral water and natural spring water driving sales in this sector. For health and wellness juice, reducing sugar content has proved a successful strategy as consumers are increasingly concerned about their sugar intake. In healthy ready-to-drink teas, companies are tailoring the health benefits and tastes of their products to match consumer profiles and preferences in different areas of the world.

Join Diana Cowland at the Food Ingredients Global Summit on September 23-25 at etc Venues in London.

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July 14, 2014

Sweets & Soda: Can Carbonates Learn a Lesson from US Confectionery?

Howard TelfordAnalyst Insight by Howard Telford - Beverages Analyst

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Carbonated soft drinks and confectionery are two areas of the US consumer basket that contain high amounts of processed sugar and have duly attracted negative attention from public health advocates. Despite vulnerability to growing wellness concerns, the two categories have experienced divergent recent fortunes and future prospects, as a greater number of consumers adjust their food and beverage purchasing habits towards less frequent, more premium indulgences. Through the early incorporation of smaller packages and more premium products, the confectionery category has outperformed carbonates in terms of value growth. 

Value Sales: Confectionery potentially on par with Carbonates by 2018?

Source: Euromonitor International

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July 8, 2014

Soft Drinks New Product Development in 2013/2014: Proliferation of Choice

Soft-Drinks-NPD-Sample-Slide

New product development has never been more important to the soft drinks industry, with manufacturers seeking to reignite stagnant categories in developed markets while introducing new, on-trend products for emerging market consumers. This brief profiles examples of important global new product development across five beverage categories, examining the key consumer trends driving successful new packaged beverage products.

Purchase the full report here

Download a free sample now!

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July 7, 2014

Hormel Acquiring Muscle Milk Highlights Importance of Protein Trend

 

Hormel’s acquisition of Muscle Milk manufacturer Cytosport is another in a series of ambitious moves by the company in recent years and highlights the importance of sports nutrition as a category of consumer health. The ready to drink protein segment will grow twice as fast as the overall sports nutrition category and massive opportunities exist outside of the US where this category is untapped. This could be the first of many acquisitions in sports nutrition as protein continues to be hot trend in packaged food and drink. 

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July 6, 2014

Turkey: The Engine of European Juice Growth

Howard TelfordAnalyst Insight by Howard Telford - Beverages Analyst

View Howard Telford's profile on LinkedIn

Turkey has been a bright spot of the retail juice market in Western Europe, partially offsetting a negative volume performance for the continent as a whole since 2008. Over the next five years, Turkey is expected to continue to be the focal point of juice volume growth in Europe, with innovation primarily emerging from nectars (Turkey is Europe’s second largest nectar market, after Germany) and juice drinks. While refreshing, flavourful juice drinks are driving volume, the category could still benefit from greater investment in higher value, wellness positioned juices that appeal to Turkey’s younger, health-conscious consumers.

Source: Euromonitor International

Continue reading "Turkey: The Engine of European Juice Growth" »

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Recent Posts

Why Shopper Marketing is Increasingly Important to Soft Drinks

Glacéau: Revisiting Opportunities and Challenges

Ichitan Group Paves the Way for Local Players in the Thai Soft Drinks Market

Vita Coco Poised for Success in Asia Pacific under Red Bull China

Shopper Insights in Action Conference 2014 – IIR – Event Recap

Three Categories Driving Growth in Health and Wellness Soft Drinks

Sweets & Soda: Can Carbonates Learn a Lesson from US Confectionery?

Soft Drinks New Product Development in 2013/2014: Proliferation of Choice

Hormel Acquiring Muscle Milk Highlights Importance of Protein Trend

Turkey: The Engine of European Juice Growth