SHOW PREVIEW: BRAU BEVIALE 2011 03


2010 with growth rates of 16 per cent, China with 14 per cent. North America accounts for one-fifth of worldwide sales – with slightly declining consumption in 2010. Also growing extremely strongly, but from a low level is the African market and the Middle East with less than 10 per cent of world consumption. Whereas 35 litres/head of soft drinks are currently bought in Asia, the figure in Africa and the Middle East is still 10 litres less. People in Latin America also enjoyed soft drinks in 2010. The overall five per cent growth there is driven by the Brazilian market, which accounts for 30 per cent of the Latin American soft drinks bought and achieved seven per cent growth in 2010. The East European market has recovered distinctly, especially in Russia. Sales in the West European market for soft drinks dropped by less than one per cent, but from the very high level of 18 per cent of worldwide sales. From an overall viewpoint, especially the


BRIC countries are the soft drink markets of the future. Whereas they accounted for just 12 per cent of global sales of soft drinks at the turn of the millennium, their share had already risen to more than 20 per cent by 2010. Another rise of up to 25 per cent is forecast by 2015 (Canadean). If global sales of soft drinks are examined by


drink categories, fruit juices and fruit juice drinks, and sport drinks and carbonated drinks achieved slight growth in 2010, and bottled water a more appreciable rise of approximately four per cent, which means bottled water accounts for 30 per cent of the worldwide consumption of soft drinks. Energy drinks excelled with two-figure growth rates. The markets in Western Europe with the strongest growth in this segment are Denmark, France and Norway. Water with added benefits is becoming


increasingly popular and sales have more than doubled since 2005. The focus is on primarily three markets with a share of 80 per cent of the global volume: Germany, the USA and Japan. Whether added vitamins, minerals, fruit or oxygen, water with added benefits is available in a wide variety – completely adapted to consumers’ wishes in the different regions of the world. Around 30 billion litres of RTD (ready-to-drink) tea drinks were consumed worldwide in 2010. Especially natural concepts that include the convenience idea are in demand here. The four markets of China, Japan, the USA and Indonesia accounted for


131 litres in 2010. The trend is towards mineral water with little or no carbonation. Whereas the market share of water with little carbonation was steady at some 43 per cent, the share for uncarbonated water rose to more than 10 per cent. Mineral water remains the most popular soft drink in Germany. One reason for this may be the variety of German mineral waters – the consumer can choose from 500 mineral and 50 medicinal waters. Clever marketing also helps, such as the brochure ‘Mineral Water for Gourmets’ recently published by the German Mineral Water Information Centre.


The


Good news for brewing industry: worldwide beer consumption rising Global beer consumption is to rise by approximately three per cent a year until 2015. If this comes about, worldwide beer consumption could top the two billion-hectolitre mark as soon as 2013. Growth rates are to be highest in Asia and Africa, where some five per cent more per year is expected in each case. Asia would then have a share of 38 per cent of world beer sales by 2015. Annual growth of three per cent is expected in Latin America and 1.5 per cent in Eastern Europe. The West European beer market


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three-quarters of total worldwide sales. More growth is expected in the coming years (Euromonitor International).


The German market for soft drinks On closer examination of the German market, particularly the carbonated segment has good news to report. The per head consumption here in 2010 rose from 117 to 118.2 litres and reached a record level according to the Wirtschaftsvereinigung Alkoholfreie Getränke (German Soft Drinks Producers Association). The per head consumption of mineral and medicinal water remained at a high level of approximately


Handelsverband Heil- und Mineralwasser (Medicinal and Mineral Water Trade Association) organises mineral water sommelier courses that give participants an understanding of a wide range of mineral water tastes. There is an ever bigger demand for premium mineral waters, and consumers like their water filled in unusual glass bottles that have won design or packaging awards. Creative thinking works, as proved by a German smoothie brand that cooperated with a designer label. The result was an unusual bottle design with the design scribble of a specially developed, exclusive T-shirt on the front.


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