Megatrends
The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
Learn MoreEuromonitor International’s latest alcoholic drinks system will be published in November. The latest figures unveil 2010 performance improved on 2009. Surprisingly global on-trade growth outperformed off-trade. Although in the developed markets consumers still prefer to drink at home benefiting the off-trade channel, in emerging markets the performance of the channels is more mixed: China and Russia both see better on-trade performance.
In 2010, alcoholic drinks global volume on-trade growth outperformed off-trade, however, regional differences remain. The developed markets of Western Europe and North America see better performance in the off-trade as more consumers are drinking at home, reinforcing the cocooning trend. If it wasn’t for Russia and China, global off-trade would surpass on-trade growth, which highlights the dominance of these markets globally.
As the popularity of socialising outside the home increases throughout China, on-trade’s volume share continues to gradually increase. In 2010 on-trade volume growth is higher than off-trade, however the off-trade channel still dominates with a 52% volume share.
In Russia both channels suffered in 2010, but the off-trade suffered more caused by the implemented 200% beer excise tax hike, which affected retail prices significantly. The on-trade, however, managed to absorb the increase by reducing its own mark-ups and keeping prices relatively stable.