全球饮料行业分析报告.ppt

Global BeveragesIndustry ProfileReference Code:0199-2014Publication date:May,Datamonitor USA245 Fifth Avenue4th FloorNew York,NY 10016USAt:+1 212 686 7400f:+1 212 686 2626e:,Datamonitor EuropeCharles House108-110 Finchley RoadLondon NW3 5JJUnited Kingdomt:+44 20 7675 7000f:+44 20 7675 7500e:,Datamonitor GermanyKastor&PolluxPlatz der Einheit 160327 FrankfurtDeutschlandt:+49 69 9754 4517f:+49 69 9754 4900e:,Datamonitor Asia PacificRoom 2413-18,24/FShui On Centre6-8 Harbour RoadHong Kongt:+852 2520 1177f:+852 2520 1165e:,ABOUT DATAMONITORABOUT DATAMONITORDatamonitor is a leading business information company specializing in industryanalysis.Through its proprietary databases and wealth of expertise,Datamonitor providesclients with unbiased expert analysis and in depth forecasts for six industry sectors:Healthcare,Technology,Automotive,Energy,Consumer Markets,and FinancialServices.The company also advises clients on the impact that new technology andeCommerce will have on their businesses.Datamonitor maintains its headquarters inLondon,and regional offices in New York,Frankfurt,and Hong Kong.The companyserves the worlds largest 5000 companies.Datamonitors premium reports are based on primary research with industry panelsand consumers.We gather information on market segmentation,market growth andpricing,competitors and products.Our experts then interpret this data to producedetailed forecasts and actionable recommendations,helping you create new businessopportunities and ideas.Our series of company,industry and country profiles complements our premiumproducts,providing top-level information on 10,000 companies,2,500 industries and50 countries.While they do not contain the highly detailed breakdowns found inpremium reports,profiles give you the most important qualitative and quantitativesummary information you need-including predictions and forecasts.All Rights Reserved.No part of this publication may be reproduced,stored in a retrieval system or transmitted in any form byany means,electronic,mechanical,photocopying,recording or otherwise,without the prior permission ofthe publisher,Datamonitor plc.The facts of this report are believed to be correct at the time of publication but cannot be guaranteed.Please note that the findings,conclusions and recommendations that Datamonitor delivers will be basedon information gathered in good faith from both primary and secondary sources,whose accuracy we arenot always in a position to guarantee.As such Datamonitor can accept no liability whatever for actionstaken based on any information that may subsequently prove to be incorrect.Global-Beverages,Datamonitor(Published May 2004),Page 2,EXECUTIVE SUMMARYEXECUTIVE SUMMARYMarket ValueThe global beverages industry grew by 2.6%in 2003 to reach a value of$950.1billion.Market Value ForecastIn 2008 the global beverages industry is forecast to have a value of$1.11 trillion,anincrease of 16.8%since 2003.Market VolumeThe global beverages industry grew by 3.4%in 2003 to reach a volume of 815.8billion liters.Market Volume ForecastIn 2008 the global beverages industry is forecast to have a volume of 1.01 trillionliters,an increase of 23.6%since 2003.Market Segmentation IThe leading source of revenue in the global beverages industry is the wine&spiritssector,which generates 39.7%of the industrys revenue.Market Segmentation IIThe leading consumer in the global beverages industry is Europe,whoseconsumption accounts for 37.7%of the industry by value.Market ShareThe leading company in the global beverages industry is Coca-Cola,which generates2.1%of the industrys revenue.Global-Beverages,Datamonitor(Published May 2004),Page 3,3,7,9,10,11,12,13,14,15,17,CONTENTSTABLE OF CONTENTSEXECUTIVE SUMMARY,CHAPTER 1,Market Overview,1.11.21.3,Market DefinitionResearch HighlightsMarket Analysis,778,CHAPTER 2CHAPTER 3CHAPTER 4CHAPTER 5CHAPTER 6CHAPTER 7CHAPTER 8,Market ValueMarket VolumeMarket Segmentation IMarket Segmentation IIMarket ShareCompetitive LandscapeLeading Companies,8.18.28.38.48.5,The Coca-Cola CompanyDiageo plcAnheuser-Busch Companies,Inc.PepsiCo,Inc.Heineken N.V.,1515151616,CHAPTER 9,Market Forecasts,9.1,Market Value Forecast,17,Global-Beverages,Datamonitor(Published May 2004),Page 4,19,19,CONTENTS,9.2,Market Volume Forecast,18,CHAPTER 1010.1 Sources,Further Reading,19,10.2 Related Datamonitor ResearchGlobal-Beverages,Datamonitor(Published May 2004),Page 5,Table 1:,Table 2:,Table 3:,Table 4:,Table 5:,Table 6:,Table 7:,CONTENTSLIST OF TABLESGlobal Beverages Industry Value:$billion,1999-2003.9Global Beverages Industry Volume:Liters billion,1999-2003.10Global Beverages Industry Segmentation I:%Share,by Value,2003.11Global Beverages Industry Segmentation II:%Share,by Value,2003.12Global Beverages Industry Share:%Share,by Value,2002.13Global Beverages Industry Value Forecast:$billion,2003-2008.17Global Beverages Industry Volume Forecast:Liters billion,2003-2008.18Global-Beverages,Datamonitor(Published May 2004),Page 6,MARKET OVERVIEW,CHAPTER 1,MARKET OVERVIEW,1.11.2,Market DefinitionThe global beverages industry consists of the markets for beer,wine,spirits and softdrinks.The industry is valued at retail selling price(RSP)and values includes allapplicable taxes and levies.Any currency conversions included in this report havebeen calculated at constant 2003 exchange rates.Research Highlights,The market is expected to accelerate slightly between 2003-2008,posting a CAGR of3.1%,compared to 2.9%in the 1999-2003 period.The leading drivers of this improved growth are expected to be the increaseddemand for healthy soft drinks(juices and bottled water)and the rising popularity ofalcoholic spirits and flavored alcoholic beverages(FABs)within the important 18-35age group.As consumers across the globe become increasingly conscious of their health theyare turning away from traditional sugar-loaded carbonated drinks toward morehealthy options such as bottled water and fruit juices.Global-Beverages,Datamonitor(Published May 2004),Page 7,MARKET OVERVIEW,1.3,Market Analysis,The global beverages industry,which consists of beer,wine,spirits and soft drinks,has been growing at a stable,if not very strong rate over the last few years.Allindications show that things will improve during the next few years,albeit by a smallmargin.The global beverages industry reached a value of$950.15 billion in 2003,an increaseof 2.62%over 2002.The global industry has risen from a 1999 value of$847.51billion,representing a compound annual growth rate(CAGR)of 2.9%in the 1999-2003 period.Looking forward,the industry is forecast to grow at a slightly stronger rate over thenext five years,reaching a value of$1.1 trillion in 2008,following expansion at aCAGR of 3.1%between 2003-2008.The leading drivers of this improved growth areexpected to be the increased demand for healthy soft drinks(juices and bottledwater)and the rising popularity of alcoholic spirits and flavored alcoholic beverages(FABs)within the important 18-35 age group.In terms of segmentation,wine and spirits account for the largest share of theindustry with 40%of the value share.This equated to a value of$377.5 billion in2003.The soft drinks sector accounts for a further 32%of the industry value share,while brewers generate the remaining 28%.Despite the size of the wine and spiritssector,it has been the weakest performing part of the industry since 1999.However,the sector has shown signs of improvement,with wine,spirits and FABs beginning toreplace beer,cider and lagers as the drink of choice for consumers in many parts ofthe Europe and in the US.The leading consumer of beverages is the European region,which generates 38%ofthe global industry value share.The region accounted for 45%of the wine and spiritssector value share,40%of the beer sector,but only 27%of the soft drinks sector.The US is the largest consumer of soft drinks,with a sector share of 44%.Indeed,thecountry spends almost as much on soft drinks as it collectively does on products fromthe wine and spirits and beer sectors.This is in direct contrast to Europe and Asia-Pacific,where distillers and vintners are traditionally more successful than eitherbrewers or soft drinks manufacturers.Global-Beverages,Datamonitor(Published May 2004),Page 8,%Growth,$billion,MARKET VALUE,CHAPTER 2,MARKET VALUE,The global beverages industry grew by 2.6%in 2003 to reach a value of$950.1billion.The compound annual growth rate of the market in the period 1999-2003 was 2.9%.The strongest growth was in 2000 when the market grew by 3.7%.,Table 1:,Global Beverages Industry Value:$billion,1999-2003,Year19992000200120022003CAGR,1999-2003:Source:Datamonitor,$billion847.5879.2907.0925.9950.1,%Growth3.70%3.20%2.10%2.60%2.9%DAT AMONITOR,Figure 1:,Global Beverages Industry Value:$billion,1999-2003,1,0009008007006005004003002001000,$billion,%Growth,4.0%3.5%3.0%2.5%2.0%1.5%1.0%0.5%0.0%,1999,2000,2001,2002,2003,Source:DatamonitorGlobal-Beverages Datamonitor(Published May 2004),DAT AMONITORPage 9,Litersbillion,%Growth,MARKET VOLUME,CHAPTER 3,MARKET VOLUME,The global beverages industry grew by 3.4%in 2003 to reach a volume of 815.8billion liters.The compound annual growth rate of the market volume in the period 1999-2003 was8.3%.The strongest growth was in 2000 when the market grew by 14.4%.,Table 2:,Global Beverages Industry Volume:Liters billion,1999-2003,Year19992000200120022003CAGR,1999-2003:Source:Datamonitor,Liters billion593.4679.1748.9789.0815.8,%Growth14.40%10.30%5.30%3.40%8.3%DAT AMONITOR,Figure 2:,Global Beverages Industry Volume:Liters billion,1999-2003,9008007006005004003002001000,Liters billion,%Growth,16.0%14.0%12.0%10.0%8.0%6.0%4.0%2.0%0.0%,1999,2000,2001,2002,2003,Source:DatamonitorGlobal-Beverages Datamonitor(Published May 2004),DAT AMONITORPage 10,MARKET SEGMENTATION I,CHAPTER 4,MARKET SEGMENTATION I,The leading source of revenue in the global beverages industry is the wine&spiritssector,which generates 39.7%of the industrys revenue.The soft drinks sector accounts for a further 32.3%of the industry value,making it thesecond largest sector.The beer sector is responsible for the remaining 28%of the industrys value.,Table 3:,Global Beverages Industry Segmentation I:%Share,by Value,2003,CategoryWine&SpiritsSoft DrinksBeerTotalSource:Datamonitor,%Share39.70%32.30%28.00%100.0%,DAT AMONITOR,Figure 3:,Global Beverages Industry Segmentation I:%Share,by Value,2003Beer28.0%Wine&Spirits39.7%Soft Drinks32.3%,Source:DatamonitorGlobal-Beverages Datamonitor(Published May 2004),DAT AMONITORPage 11,MARKET SEGMENTATION II,CHAPTER 5,MARKET SEGMENTATION II,The leading consumer region in the global beverages industry is Europe,whoseconsumption accounts for 37.7%of the industry by value.The US alone is responsible for a further 29.3%of the global industry consumption,making it the second largest consumer region.The Asia-Pacific region accounts for 23%of the global industry consumption value.,Table 4:,Global Beverages Industry Segmentation II:%Share,by Value,2003,GeographyEuropeUnited StatesAsia-PacificRest of the WorldTotalSource:Datamonitor,%Share37.70%29.30%23.00%10.10%100.0%,DAT AMONITOR,Figure 4:,Global Beverages Industry Segmentation II:%Share,by Value,2003Rest of theWorld10.1%Europe,Asia-Pacific23.0%Source:DatamonitorGlobal-Beverages Datamonitor(Published May 2004),United States29.3%,37.7%,DAT AMONITORPage 12,MARKET SHARE,CHAPTER 6,MARKET SHARE,The leading company in the global beverages industry is Coca-Cola,which generates2.1%of the industrys revenue.Coca-Colas nearest competitor is Diageo,which accounts for a further 1.7%of theindustry value.The vast majority(95.0%)of the industry is fragmented between smaller players,which individually generate industry value shares of less than 1.2%.,Table 5:CompanyCoca-ColaDiageo PLC,Global Beverages Industry Share:%Share,by Value,2002%Share2.10%1.70%,Anheuser-BuschOtherTotalSource:Datamonitor,1.20%95.00%100.0%,DAT AMONITOR,Figure 5:,Global Beverages Industry Share:%Share,by Value,2002Coca-Cola2.1%,Source:DatamonitorGlobal-Beverages Datamonitor(Published May 2004),Other95.0%,Diageo PLC1.7%Anheuser-Busch1.2%DAT AMONITORPage 13,COMPETITIVE LANDSCAPE,CHAPTER 7,COMPETITIVE LANDSCAPE,The global beverages industry is very diverse due to differences in consumer tastes,which can generally be defined on a national level.As a result,companies are forcedto address their sales and marketing efforts differently for each country.In thealcoholic beverage sectors,this has traditionally prevented companies fromdeveloping truly global coverage.In contrast,the major soft drinks manufacturershave been more successful in globalizing their interests.Coca-Cola,the worlds leading soft drinks company,is the largest player within theindustry,holding a 2.1%market share and generating revenues of$19.56 billion in2002.In order to take advantage of the highest growth areas within the soft drinkssector,the company has launched a bottled water brand,Dasani.However,itsattempt to break into this sector has not been met with a large deal of success.Indeed,Dasani has largely flopped in the UK after a combination of poor marketresearch and a contamination scandal that forced the company to pull 500,000bottles off UK supermarket shelves.Operating within the distillers and vintners sector,Diageo is also a significant playerin industry terms,holding 1.6%of the total global value share.The company,whichwas formed from the merger of Guinness and Grand Metropolitan in 1997,generated$15.62 billion from the global beverages industry.The companys strategy is basedon one of ensuring that it is present within the most important area of the distillers&vintners sector(premium branded drinks)as well as maximizing its geographicalcoverage.It is true to say that the global beverages industry is undergoing much change.Indeed,the trends that are manifesting themselves today look to become even moreacute in the future.As consumers across the globe become increasingly conscious oftheir health they are turning away from traditional sugar-loaded carbonated drinkstoward more healthy options such as bottled water and fruit juices.The brewersindustry is also seeing a move away from traditional ales toward premium beers.Furthermore,the wine and spirits sector is suffering in many traditional wine-drinkingcountries such as France and Italy as a result of the new generations bourgeoningpenchant for premium beers.Global-Beverages,Datamonitor(Published May 2004),Page 14,8.3,LEADING COMPANIES,CHAPTER 8,LEADING COMPANIES,8.18.2,The Coca-Cola CompanyThe Coca-Cola Company is the worlds leading manufacturer,marketer anddistributor of non-alcoholic beverage concentrates and syrups.For fiscal 2002,thecompany had an operating revenue of$19.6 billion,an increase of 12%on theprevious year.The company markets products under the Coca Cola,Barqs,Fruitopia,Minute Maid,POWERade,Sprite and Dasani brands.The syrups,concentrates and beveragebases for Coca-Cola and over 230 other soft-drink brands are manufactured and soldby The Coca-Cola Company and i