Alcoholic beverage Essay

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Alcoholic beverage

The information contained in this report has been collected from ACNielsen in 66 markets around the world. For questions or to obtain more detailed information by market please contact your local ACNielsen Global Services representative or via email at [email protected] com. The information contained in this report is not to be used with sources outside of your company without the express written permission of ACNielsen Global Services. Copyright © 2006 ACNielsen. All rights reserved. ACNielsen and ACNielsen with globe design are trademarks or registered trademarks of AC Nielsen (US), Inc.

Other brand and product names are trademarks or registered trademarks of their respective companies. Executive News Report from ACNielsen Global Services December 2006 Executive Summary What’s Hot around the Globe Insights on Growth in Food & Beverage Products Executive Summary This 2006 edition of What’s Hot Around the World – Insights on Growth in Food & Beverage Products looks at the fastest-growing categories and product areas across 66 key markets around the world, based on their value sales increases from mid-year 2005 to mid-year 2006.

The consumers and these markets make up more than 75% of the world’s population, contributing more than 90% of the world’s GDP. The world is changing. We see it in the news, in neighborhoods, and on grocery shelves. And perhaps more so than any time in our world’s history, we are able to identify and understand the shifts in the environment, the global economy and in the rapidly developing markets. Many of the world’s more established markets are aging rapidly. In less than 50 years, Russia will no longer be in the Top 10 in terms of population.

According to some estimates, by 2050 Western and Eastern Europe will have 37 million fewer people than today, while the continent of Africa will have as many as 1 billion more in that same time frame. Today’s developing markets will be tomorrow’s core for FMCG marketers – India will overtake China in terms of population before 2050, becoming the number-one and two populations in the world. The changing of our world population affects our food and beverage products. As populations age in developed markets, consumers have become more concerned with eating healthier – losing a few pounds, reducing their cholesterol and increasing their fiber.

Great Britain is eating more fresh fish and meat substitutes. The US has shown growth in fish and seafood as well. At the same time, newer, emerging markets are showing signs of building infrastructure to modernize their food distribution channels. Shelfstable goods are growing consistently in these markets, and a desire for modern, healthy care for children – seen through the strong rise in baby food and formula – shows their beginning evolution into becoming more developed markets.

Through our series of studies, ACNielsen has identified some over-arching key trends relating to consumer purchases in food and beverages: • • • A Continued Focus on Health and Freshness The Need for Convenience The Continuing Need for Value To the best of their ability, consumers want products that are healthful and beneficial to them, and that make their lives easier…all offered at a good value. Interestingly, these trends apply to previous studies on household products and personal care items as well. It is important to remember that

these trends do not translate into the ability to take a “one-size-fits-all” approach in marketing products to consumers globally. A “convenient” item in Germany may not be perceived that way in Brazil. A “healthy” drink may mean something different to consumers in Spain and Japan. A “good value” in Canada may be different than one in India. Within markets, cities, and demographic segments, it is necessary to understand how these trends relate to the local consumer. Executive News Report from ACNielsen Global Services December 2006 3 What’s Hot around the Globe Insights on Growth in Food & Beverage Products

It is our hope that this study provides insight into this diverse world of consumers. Overall Findings: Global Growth Remains at 4% The global growth of Food & Beverage categories measured was 4%. However, the growth rates varied significantly between regions and within categories. Based on our analysis there are several top-growing categories that reinforce the key themes of Health, Convenience and Value. Top Global Growth Categories What is notable among the food and beverage categories with top sales growth is the number of healthy items that dominate the list: yogurt, dairy, fish and salads.

Six of these categories had global sales of over US $1 billion and grew in double digits. Drinkable Yogurt: +18% Growth Yogurt-based drinks topped the list in terms of value growth, fueled by single-serving products and health trends toward pro-biotics. This “healthy” beverage was a strong performer, with double-digit growth in four of the five regions studied. Fresh Fish and Seafood: +12% Growth Second on the fastest-growing global categories list, Fish and Seafood showed strong growth. In contrast to the 2004 study, which found Meat to be a fast grower, Fresh Fish is now growing faster.

Consumers looking for protein in their diets are moving to perceived healthier options. Alcoholic Cider: +11% Growth Alcoholic Cider (fermented fruit juice) was the only alcoholic beverage on the fast-growing list, driven mainly by increased sales in Europe. In contrast, the Mixed Alcoholic Beverage Drinks category went on the decline overall. Ready-to-Eat Salad: +10% Growth Bagged salads combine the consumer themes of offering fresh items in a convenient manner. Both North America and Asia Pacific saw strong double-digit increases, and Europe, with a long history marketing packaged greens, grew as well.

Baby Formula: +10% Growth A sign of consumer market evolution, Baby Formula is growing quickly in many developing markets as consumer income grows. As it becomes more culturally accepted to purchase these items, consumers in key markets are flocking to this convenient option. Dairy-Based Drinks: +10% Growth As with Drinkable Yogurt, Dairy-Based Drinks also made the list of fastest-growing categories. New packaging, brands, and flavors helped boost this category around the world. Executive News Report from ACNielsen Global Services December 2006 4.

What’s Hot around the Globe Insights on Growth in Food & Beverage Products Other Fast-Growing Categories Three other categories were growing at double-digit rates, but were not as large in terms of overall category size. These categories were at least US $100 million but less than US $1 billion in size. We also saw a trend toward consumer interest in healthy eating and convenience: • • • Fresh/Refrigerated Soup / Bouillon / Stock: +18% Growth Fresh Herbs / Spices / Seasoning: +17% Growth Frozen Meal Starters: +10% Growth.

It is interesting to note that throughout this study, fresh items showed strong performance most everywhere, again signaling the desire of consumers to have the healthiest products available for their families. About the Study This survey of Food & Beverage Products included 66 markets around the world and over 100 product categories. These markets account for 75% of the world’s real GDP and 90% of the world’s population. The markets have been grouped regionally into five areas: Asia Pacific, Emerging Markets, Europe, Latin America and North America.

For the purposes of this study, Mexico has been included in Latin America. A more detailed explanation of the markets, categories and data collection channels is contained in the Methodology section in the report appendix. ACNielsen analyzed data across categories, comparing mid-year 2006 with mid-year 2005. These categories have been grouped into 12 larger product areas for the purposes of this study. This study also looks at some of the key categories within these product areas to understand the changes impacting their overall growth.

To obtain a global perspective, local currency was converted to US dollars using a constant exchange rate across the two years. Included this year is an analysis of private label products within each category, to better assess the impact of both manufacturer and retailer products as drivers of consumer purchasing behavior. As with our other studies, this report is based on purchasing information from retailers in grocery, drug and mass merchandise outlets and generally excludes kiosks or vending machines. In a few markets, sales from convenience stores may be included.

Within the United States, data from the ACNielsen Homescan consumer panel service has been included to provide a total market read that includes Wal-Mart information. Some parts of this study reference the earlier 2004 What’s Hot study on Food & Beverages. Due to the variances in time periods, markets and category coverage, comparisons to previous studies should be used as a point of reference but not for actual year-over-year trend analysis. Executive News Report from ACNielsen Global Services December 2006 5 Global Findings What’s Hot around the Globe Insights on Growth in Food & Beverage Products.

Global Findings Overall, Food & Beverages grew globally by 4% though mid-2006 Across the markets and categories analyzed for this study, the combined sales of Food & Beverage items in these markets grew by four percent in the 12 months ending mid-2006. This growth rate is consistent with the last Food & Beverage study which tracked trends through year-end 2004. Growth rates within regions were also aligned in a similar pattern to the previous Food & Beverage study, although year-over-year growth in both Latin America and in the Emerging Markets was greater than it was in the previous report on Food & Beverages.

Year over year growth of Food & Beverage Products by region* (mid 2005 – 2006) 13% 10% 4% 3% 4% 4% Global (66) Europe (19) North America (2) Asia Pacific (15) Latin America (13) Emerging Markets (17) *Based on category value sales measured (Number of markets in parentheses) Executive News Report from ACNielsen Global Services December 2006 7 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Global Findings The largest share of Food & Beverage value sales came from Europe, followed by North America.

Asia Pacific was number three, accounting for 13% of total Food & Beverage sales. However, by taking into account both value sales and growth rates, it is interesting to note that both the Emerging Markets and Latin America contribute a larger portion of the growth value than their share of total sales would indicate. Global Share of Food & Beverage Products Em erging Markets (17) Latin Am erica 6% (13) 8% Asia Pacific (15) 13% Contribution to Total Growth Value in Food & Beverages Em erging Markets (17) 15% Europe (19) 28%.

Europe (19) 43% Latin Am erica (13) 18% North Am erica (2) 30% Asia Pacific (15) 12% North Am erica (2) 27% In addition to looking at individual category growth, we also have grouped the categories into 12 larger product areas, as in the prior study (plus an additional “other” category to account for things such as vitamins and supplements). Seven of these had growth rates at or above the global average. The product area growing the fastest overall was Baby Food, while Non-Alcoholic Beverages contributed the largest value.

Within product areas, there was a great deal of difference in the levels of category growth and decline. However, as the product areas all showed a year-over-year increase, the categories on the rise more than make up for any declining category within a product area. While it was not one of the fastest growing categories, similar to previous Food & Beverage studies, Beer/Lager/Ales was once again the category that contributed the largest category growth value. Beyond beer, however, many of the larger categories were also some of the faster growing categories.

The following sections detail these findings. Executive News Report from ACNielsen Global Services December 2006 8 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Category and Segment Growth Executive News Report from ACNielsen Global Services December 2006 9 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Category and Segment Growth All product areas show a net positive growth owth Across the product categories measured, there was a great deal of difference in the levels of growth and decline.

When grouping the categories into 12 larger product areas, however, they all show a year-overyear increase. Therefore, while some categories are declining within a product area, the other categories more than make up for any declines. In addition, seven of these 12 product categories showed growth rates at or above the overall average for Food & Beverages, including Baby Food as the fastest-growing product area, and Non-Alcoholic Beverages as the one contributing the largest value growth amount. Global Growth by Product Area (US $ million).

Sauces & Condiments (54) Cooking Basics (57) Desserts, Cakes & Pastries (57) Non-Sweet Carbohydrates (63) Ready-to-Eat Meals (60) Fruit & Vegetables (46) Meat/Meat Substitutes, Fish, Eggs (41) Dairy (64) Confectionery, Sweet Biscuits, Snacks (66) Non-Alcoholic Beverages (66) Alcoholic Beverages (57) Baby Food (61) 0 3% 3% 2% 3% 4% 6% 5% Mid-2005 Mid-2006 2% 5% 6% Largest Value Growth 4% 8% Fastest-Growing Area 50,000 100,000 150,000 200,000 250,000 (Number of markets in parentheses) Executive News Report from ACNielsen Global Services December 2006 10 What’s Hot around the Globe Insights on Growth in Food & Beverage Products.

Largest Absolute Growth Beer and other beverages continue their global dominance Similar to previous Food & Beverage studies, Beer/Lager/Ales was once again the category that contributed the largest category growth value overall. What is perhaps surprising is that many of these larger categories are also some of the faster growing categories. For example, in this study Drinkable Yogurt is a category that is not only one of the fastest growing but also one that has some of the largest growth. Two additional large categories, Coffee and Water, were also close to reaching double-digit growth.

In total, there were 16 categories that contributed over US $1 billion of growth value in this study. Number of Markets Growing/ Measured 38 of 57 48 of 63 51 of 61 55 of 64 22 of 23 56 of 63 55 of 63 8 of 10 26 of 29 37 of 57 40 of 45 34 of 36 44 of 47 7 of 7 37 of 47 47 of 56 Category Beer/ Lager/ Ales RTD Carbonated Beverages Coffee (Non-RTD) Water Fresh Meat Products Chocolate Snacks/Chips Fresh Vegetables Wine RTD Non-Carbonated Beverages Drinkable Yogurt Shelf-Stable Bread Fresh Cheese Fresh Fruit/ Nuts Cooking/Edible Oils Juices (100% Juice)

Product Area Alcoholic Beverages Non-Alcoholic Beverages Non-Alcoholic Beverages Non-Alcoholic Beverages Meat, Fish & Eggs Confectionery, Sweet Biscuits & Snacks Confectionery, Sweet Biscuits & Snacks Fruits & Vegetables Alcoholic Beverages Non-Alcoholic Beverages Non-Alcoholic Beverages Non-Sweet Carbohydrates Dairy Fruits & Vegetables Cooking Basics Non-Alcoholic Beverages Category Growth Rate 5% 5% 9% 9% 4% 5% 6% 7% 4% 4% 18% 5% 2% 9% 6% 6% Category Growth Value $4. 0 bn $2. 8 bn $2. 1 bn $2. 1 bn $2. 0 bn $1. 9 bn $1. 8 bn $1. 3 bn $1. 3 bn $1. 3 bn $1. 2 bn $1.

2 bn $1. 2 bn $1. 1 bn $1. 0 bn $1. 0 bn = Fastest Growing category Executive News Report from ACNielsen Global Services December 2006 11 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Category Growth by Region Across the regions, there was variance in categories within each region. Unlike the recent What’s Hot study on Household Products, all of the Top 10 categories within each region of this study were growing at double-digit rates. Across the regions there were not many similarities in the Top 10 Categories, as the highlighted colors show.

However, the differences in some cases came from the way the items were stored. For example, Meat Products were a Top 10 category in both Latin America and the Emerging Markets; however, the fresh/refrigerated version was a top category in Latin America while Emerging Markets had the shelf-stable variety in their Top 10. It is interesting to note the number of perceived healthy items that made the Top 10 list around the world – from Fresh/Refrigerated Fish, Vegetables and Salads, to Meat Substitutes, Cereal/Fruit/Muesli Bars and Vitamin Supplements.

Around the globe, consumers are looking to make more healthy choices, even though their means of doing it may differ. Europe Total Food & Beverage (3%) Fresh Herbs/ Spices (15%) Drinkable Yogurt (14%) Dairy Substitute Drinks (14%) Sports/Energy Drinks (13%) Fresh Fish/Shellfish/ Seafood (12%) Cooking/Edible Oils (12%) Fresh Soup/ Bouillon/ Stock (12%) Fresh Sweet Pastries (12%) Breakfast Toaster Pastries (11%) Alcoholic Cider (11%) North America Total Food & Beverage (4%) Frozen Meal Starters (95%) Sports/Energy Drinks (51%) Fresh Soup/ Bouillon/ Stock (45%) Baby Snacks (25%).

Asia Pacific Total Food & Beverage (4%) Frozen Meal Starters (48%) Fresh Herbs/ Spices (47%) Frozen Fruit (33%) Latin America Total Food & Beverage (10%) Frozen Meat Substitutes (66%) Dairy Substitute Drinks (40%) Baby Food (35%) Emerging Markets Total Food & Beverage (12%) Alcoholic Cider (50%) Baby Juice & Juice Drinks (49%) Pre-Mix Alcoholic Beverages (40%) Shelf-Stable Dips (39%) Shelf-Stable Meat Products (37%) Shelf-Stable Dessert Sauces (27%) Fresh Noodles/ Pasta/Rice (27%) Fresh Cheese (27%).

Fresh Fruit/ Nuts (31%) Drinkable Yogurt (28%) Baby Formula (24%) Pre-Mix Alcoholic Beverages (34%) Shelf-Stable Savory Fillings/Pastes (32%) Sports/ Energy Drinks (23%) Water (22%) Frozen Dips (23%) Water (22%) Fresh Ready-to-Eat Salads (19%) Fresh Savory Fillings/Pastes (15%) Fresh Herbs/ Spices (14%) Non-RTD Coffee (11%) Fresh Soup/ Bouillon/ Stock (23%) Fresh Dips (22%) Fresh Meat Products (22%) Cereal/Muesli/Fruit Bars (21%)S Baby Formula (20%) Fresh Salad Dressings (19%) Fresh Pickled Vegetables (19%) Mineral Supplements (25%) Baby Food (25%).

Executive News Report from ACNielsen Global Services December 2006 12 Fastest Growing Categories What’s Hot around the Globe Insights on Growth in Food & Beverage Products Fastest Growing Categories Across all categories, Drinkable Yogurt experienced the fastest growth Looking within these product areas to the categories with the fastest overall growth, there were nine categories growing at a double-digit pace. Most of these top categories had an element of healthiness to them – from fresh items like soups, herbs, fish and salad, to dairy and yogurt drinks.

Only one item from the Alcoholic Beverage category made the list of top growing categories. Many of these fastest growing categories were far from small. More than half of them had more than US $1 billion in sales during the time period measured. For comparison purposes, the growth rate in Private Label products is included. Private Label products are a part of the overall category measurement. Number of Markets Growing/ Measured 40 of 45 11 of 13 6 of 7 10 of 10 9 of 18 14 of 14 3 of 4 48 of 55 32 of 42.

Fastest Growing Category Drinkable Yogurt Fresh Soup/ Bouillon/ Stock Fresh Herbs/ Spices Fresh Fish/ Shellfish/ Seafood Alcoholic Cider Fresh Ready to Eat Salads Frozen Meal Starters Baby Formula Dairy Based Drinks (flavored/unflavored) Product Area Non-Alcoholic Beverages Ready-To-Eat Meals Cooking Basics Meat, Fish & Eggs Alcoholic Beverages Fruits & Vegetables Fruits & Vegetables Baby Food Non-Alcoholic Beverages Category Growth Rate 18% 18% 17% 12% 11% 10% 10% 10% 10% Private Label Growth Rate N/A* 24% 28% 16% 7% 12% 15% 17% N/A* = Categories over US $1 billion globally.

* Private Label data was collected for the combination of Dairy-Based Drinks, Dairy Substitute Drinks and Drinkable Yogurt and cannot be separated into categories for this study. Executive News Report from ACNielsen Global Services December 2006 14 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Many categories grew faster than the global average There were other large categories that also showed significant growth over the global average. Three of them – Coffee, Water and Fresh Fruit/Nuts, were close to double-digit growth, as well as being some of the largest categories overall.

Number of Markets Growing/ Measured 51 of 61 7 of 8 14 of 15 55 of 64 2 of 4 4 of 6 7 of 7 53 of 61 15 of 16 4 of 6 13 of 19 8 of 9 6 of 7 5 of 5 8 of 10 28 of 38 25 of 27 37 of 47 Category Coffee (Non-RTD) Fresh Hot Cooking Sauce & Marinade Frozen Fruit Water Ice Fresh Meat Substitutes Fresh Fruit/ Nuts Sports/ Energy Drinks Fresh Complete Ready Meals Fresh Baking/ Cooking Aids Baby Snacks Fresh Dips Fresh Savory Fillings/ Pastes Fresh Sweet Pastries Fresh Vegetables/ Salad Vegetables Cereal/Muesli/Fruit Bars Frozen Fish/ Shellfish/ Seafood Shelf-Stable Cooking/ Edible Oils

Product Area Non-Alcoholic Beverages Sauces & Condiments Fruits & Vegetables Non-Alcoholic Beverages Non-Alcoholic Beverages Meat, Fish & Eggs Fruits & Vegetables Non-Alcoholic Beverages Ready-To-Eat Meals Cooking Basics Baby Food Sauces & Condiments Sauces & Condiments Desserts, Cakes & Pastries Fruits & Vegetables Confectionery, Sweet Biscuits & Snacks Meat, Fish & Eggs Cooking Basics Category Growth Rate 9% 9% 9% 9% 9% 9% 9% 8% 8% 8% 8% 8% 8% 7% 7% 7% 7% 7% Private Label Growth Rate 22% 15% 8% 15% 1% 1% 17% 14% 7% 45% 8% 11% 4% 5% 12% 8% 7% 14%.

= Categories over US $1 billion globally Executive News Report from ACNielsen Global Services December 2006 15 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Many categories grew faster than the global average These remaining categories showed growth faster than the global average for Food & Beverages. These are the categories that helped move the 12 product areas to overall positive growth. Number of Markets Growing/ Measured 11 of 16 19 of 22 55 of 63 47 of 56 16 of 22 38 of 57 56 of 63 29 of 33 17 of 26 50 of 58 10 of 14 34 of 36 48 of 63 11 of 16.

Category Frozen Cakes/ Gateaux Dairy Substitute Drinks (flavored and unflavored) Snacks/Chips Juices (100% Juice) Shelf-Stable Meat Products Beer/ Lager/ Ales Chocolate Shelf-Stable Fruit/ Nuts Frozen Complete Ready Meals Baby Food Shelf-Stable Dips Shelf-Stable Bread RTD Carbonated Beverages Shelf-Stable Dessert Sauces Product Area Desserts, Cakes & Pastries Non-Alcoholic Beverages Confectionery, Sweet Biscuits & Snacks Non-Alcoholic Beverages Meat, Fish & Eggs Alcoholic Beverages Confectionery, Sweet Biscuits & Snacks Fruits &.

Vegetables Ready-To-Eat Meals Baby Food Sauces & Condiments Non-Sweet Carbohydrates Non-Alcoholic Beverages Desserts, Cakes & Pastries Category Growth Rate 6% 6% 6% 6% 5% 5% 5% 5% 5% 5% 5% 5% 5% 5% Private Label Growth Rate 11% N/A* 8% 6% 10% 3% 12% 10% 3% 18% 14% 2% 2% 10% = Categories over US $1 billion globally * Private Label data was collected for the combination of Dairy-Based Drinks, Dairy Substitute Drinks and Drinkable Yogurt and cannot be separated into categories for this study. Executive News Report from ACNielsen Global Services December 2006 16 What’s Hot around the Globe.

Insights on Growth in Food & Beverage Products Regional Growth Executive News Report from ACNielsen Global Services December 2006 17 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Regional Growth Overall growth is positive and is higher in smaller regions Overall regional growth trends in Food & Beverages were consistent with previous annual studies and are distributed as would be expected. The larger regions of Europe and North America showed more measured growth, and Latin America and the Emerging Markets both grew by double digits.

Asia Pacific, with its combination of more mature markets (such as Australia and Japan) and developing markets (such as China and India), provided a mix of high and low growth. Regional Growth in Food & Beverage Categories (US $ million) 500,000 450,000 400,000 350,000 300,000 250,000 200,000 3% Mid 2005 Mid 2006 4% 4% 150,000 100,000 50,000 0 Europe (19) North America (2) Asia Pacific (15) Latin America (13) Emerging Markets (17) 10% 13% (Number of markets in parentheses) Executive News Report from ACNielsen Global Services December 2006 18 What’s Hot around the Globe Insights on Growth in Food & Beverage Products.

Regional Growth Europe Only one product area grew faster than their respective global averages – Cooking Basics. This was due to strong performance by Cooking/Edible Oils, which showed double-digit gains in Germany, Spain, Great Britain, Italy, Netherlands and Hungary. The reasons for this vary: in Spain, for example, price increases due to drought and scarcity of raw olives caused the increase, but in Hungary it was due to new volume from private label brands from Lidl, Tesco, Plus and Winny. In Poland, it was due to growing prices of premium oils including olive, grape seed, flax, corn and sesame oils, among others.

Two product areas – Fruit & Vegetables and Meats/Meat Substitutes, Fish, Eggs – were the fastest growing in Europe. What was fueling these trends? For Fruits & Vegetables, it was the growth and extension of private label products, especially in Shelf Stable Fruit/Nuts, that helped it grow at 9% in Europe. The product area relating to Meat got its growth from healthy-appearing items such as the Fresh Fish/Seafood and Fresh Meat Substitutes categories, growing at 12% and 11%, respectively. Again, in markets with aging populations, consumers are using food and beverages to maintain their health and youthfulness.

Growth by Product Area Europe (US $ million) Sauces & Condiments Cooking Basics Desserts, Cakes & Pastries Non-Sweet Carbohydrates Ready-to-Eat Meals Fruit & Vegetables Meat/Meat Substitutes, Fish, Eggs Dairy Confectionery, Sweet Biscuits, Snacks Non-Alcoholic Beverages Alcoholic Beverages Baby Food 0 3% 20,000 40,000 60,000 80,000 100,000 2% 4% 1% 3% 4% 1% 2% 3% 5% 5% 1% Mid-2005 Mid-2006 Executive News Report from ACNielsen Global Services December 2006 19 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Regional Growth North America.

North America showed steady but slow growth in most of the product areas. The Meat and Dairy product areas were the slowest-growing, perhaps surprising because of their recent strong growth in years past, due to consumers trying “low carb” diets. However, it is interesting to note that within this product area, both Fresh and Frozen Fish/Seafood categories showed significant growth (+8%). This supports the idea that consumers in developed/older markets are continuing their focus on heath and wellness by purchasing seafood in greater rates than other meat. In Dairy, Spoonable Yogurts was the strongest category, growing at 7%.

Non-Alcoholic Beverages were another strong growth area, fueled by increases in Non-RTD Coffee and Water categories (up 11% and 22%, respectively). And although it is still relatively small, the Sport/Energy Drinks category showed the strongest growth within this product area, by growing more than 50% compared to the prior time period. Fruit & Vegetables were the other strong product area, driven by growth in Ready-to-Eat salads and fresh fruit. In Canada, this product area showed growth due to a 20% increase in Frozen Fruit, while in the US, the significant increase of Frozen Meal Starters (+95%) moved the product area significantly.

Across the region, increases in sales of fresh fruits, vegetables and ready-to-eat salad bags also helped boost their respective categories. Growth by Product Area North America (US $ million) Sauces & Condiments Cooking Basics Desserts, Cakes & Pastries Non-Sweet Carbohydrates Ready-to-Eat Meals Fruit & Vegetables Meat/Meat Substitutes, Fish, Eggs Dairy Confectionery, Sweet Biscuits, Snacks Non-Alcoholic Beverages Alcoholic Beverages Baby Food 0 3% 10,000 20,000 30,000 40,000 50,000 60,000 6% 2% 3% 3% 3% 5% 7% 1% 1% 3% 7% Mid-2005 Mid-2006.

Executive News Report from ACNielsen Global Services December 2006 20 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Regional Growth Asia Pacific The Asia Pacific region overall showed modest gains across all product areas. In seven of these 12 areas, the Asia Pacific region grew at a slower pace than the global averages. However, there was surprisingly strong growth in a few places.

The Baby Food product area again stood out in this region, primarily driven by the large increases in Baby Formula in China (+50%), which is now over US $1 billion and growing quickly. The Baby Formula category also showed strong gains in Sri Lanka (+42%) and Thailand (+22%), while Baby Food also grew in markets including Australia, China, Indonesia and Sri Lanka. There is clearly a shift among developing Asia Pacific markets, where purchased baby food is continuing to become more available and acceptable for consumers of growing affluence.

Growth by Product Area Asia Pacific (US $ million) Sauces & Condiments Cooking Basics Desserts, Cakes & Pastries Non-Sweet Carbohydrates Ready-to-Eat Meals Fruit & Vegetables Meat/Meat Substitutes, Fish, Eggs Dairy Confectionery, Sweet Biscuits, Snacks Non-Alcoholic Beverages Alcoholic Beverages Baby Food 0 22% 10,000 20,000 30,000 40,000 50,000 2% 2% 3% 4% 6% 4% 2% 4% 1% 4% 2% Mid-2005 Mid-2006 Executive News Report from ACNielsen Global Services December 2006 21 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Regional Growth Asia Pacific

Dairy products are not as prevalent in Asia Pacific as they are in Europe or North America, but within this product area there has been some interesting growth. Similar to global trends, yogurt has been popular in many markets in this region – both the drinkable and the kind you eat with a spoon. Spoonable Yogurts grew most strongly in China, Thailand and New Zealand, pushing the category to grow at 7% in the Asia Pacific region. Drinkable Yogurts grew in China, Singapore, Taiwan and Malaysia, giving this category a 28% growth rate across the region.

Overall, the Dairy product area grew two percentage points more than the global average for Dairy. Other product areas showing stronger increases include the Confectionery, Sweet Biscuits and Snacks area, which was partially helped by modest growth in Energy Bars in Japan and Fruit/Muesli Bars in New Zealand. Perhaps more surprising was the strong growth in China of Snacks/Chips (+28%), Non-Chocolate Candy (+24%), and Sweet Biscuits/Cookies (+19%). Consumers in this market are becoming more willing to purchase these treats as they gain in spending power, causing these categories to show double-digit growth.

In fact, Snacks/Chips are coming close to being a US$ 1 billion category in China alone. Executive News Report from ACNielsen Global Services December 2006 22 What’s Hot around the Globe Insights on Growth in Food & Beverage Products Regional Growth Latin America Latin America is showing strong growth across many product areas. Ten of the 12 product areas are growing faster than the global average, many of them significantly. Similar to Asia Pacific and Emerging Markets, Baby Food is the fastest growing product area in the region.

Within this group, it was the Baby Food category that was growing the most, with both Mexico and Venezuela showing growth higher than 50%. Baby Formula was also a strong growing category, showing positive year-over-year growth in most all the markets. In the product area of Meat/Meat Substitutes/Fish and Eggs, all Latin American markets showed positive growth except Mexico.

The decline in Mexico was due to a small decrease in year-over-year Egg sales, which was the only category measured in Mexico for this product area. The Meat/Meat Substitutes, Fish, Eggs product area showed the strongest growth from Venezuela, posting a gain of over 40%.

Non-Alcoholic Beverages also showed significant growth, driven by the categories of Water, Sports/Energy Drinks (especially in Chile), and Dairy Substitute Drinks such as rice and soy (mainly in Brazil). Shelf-stable Milks were also a strong performer in the region, due to their ability to sit on store shelves longer without requiring refrigeration. Growth by Product Area Latin America (US $ million) Sauces & Condiments Cooking Basics Desserts, Cakes & Pastries Non-Sweet Carbohydrates Ready-to-Eat Meals Fruit & Vegetables Meat/Meat Substitutes, Fish, Eggs Dairy Confectionery, Sweet Biscuits.

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