Global Beverage Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in the Beverage Industry

Published: May 2012

Publisher: Canadean Ltd

Product ref: 138978

Pages: 140

Format: PDF

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Price: $ 2000.00

Report description

Product Synopsis
Project industry trends and revenue growth expectations in 2012 and make informed business decisions.

Drive revenues by understanding future product investment areas and key growth regions.

Uncover key challenges and opportunities and identify key actions required to maintain and win buyer business.

Formulate effective sales and marketing strategies by identifying how buyer budgets are changing and the direction of spend in the future. Better promote your business by aligning your capabilities and business practices with your customer’s changing needs.

Secure stronger customer relationships by understanding the behaviour and changing strategies of industry buyers.

Introduction and Landscape
Why was the report written?
This report is the result of an extensive survey drawn from Canadean’s exclusive panel of 144 leading global beverage industry executives. The report provides data and analysis on global beverage industry suppliers’ media spending, marketing and sales strategies, and practices and business planning within the global beverage industry. This report includes key topics such as media channel spending outlooks, media budgets, marketing agency selection criteria, business challenges, and sales tactics of leading suppliers within the global beverage industry. The report also identifies suppliers’ future growth, M&A, and investment expectations.Most secondary research reports are based on general industry drivers and do not understand the industry executives’ attitude and changing behaviours, creating a gap in presenting the business outlook of the industry. In an effort to bridge this gap, Canadean created this primary-research based report by gathering the opinions of multiple stake holders in the value-chain of the global beverage industry.

What is the current market landscape and what is changing?
Executives from the global beverage industry expect increased levels of consolidation, with 46% of respondents anticipating that there will be either a ‘significant increase’ or an ‘increase’ in mergers and acquisitions (M&A) activities over the next 12 months.

What are the key drivers behind recent market changes?
M&A activity is expected to increase as a result of expansion activities, to leverage economies of scale, increase market share, strengthen their footprints in developing markets, and to achieve further synergies.

What makes this report unique and essential to read?
“Global Beverage Survey 2012–2013: Market Trends, Marketing Spend and Sales Strategies in Beverage Industry” is a new report by Canadean that analyzes how beverage industry supplier companies’ media spend, marketing, sales strategies and practices, and business planning are set to change in 2012–2013. This report provides the current size of the marketing and advertising budgets of global beverage industry suppliers and how spending by global beverage industry suppliers will change, providing insight into global marketing behaviour. In addition, the report identifies future growth of buyers and suppliers and M&A activity. This report not only grants access to the opinions and strategies of business decision makers and competitors, but also examines their actions surrounding business priorities. The report also provides access to information categorized by region, company type, and size.”

Key Features and Benefits
Project industry trends and revenue growth expectations in 2012 and make informed business decisions.

Drive revenues by understanding future product investment areas and key growth regions.

Uncover key challenges and opportunities and identify key actions required to maintain and win buyer business.

Formulate effective sales and marketing strategies by identifying how buyer budgets are changing and the direction of spend in the future. Better promote your business by aligning your capabilities and business practices with your customer’s changing needs.

Secure stronger customer relationships by understanding the behaviour and changing strategies of industry buyers.

Key Market Issues
Global beverage manufacturer industry respondents identify China to be the most important region for growth among emerging markets, along with India and Brazil. Furthermore, Eastern Europe and the Middle East are considered the two most important emerging markets by respondents from beverage manufacturing companies. The majority of beverage manufacturers plan to foray into the Chinese market to expand their operations, as a result of increased consumption of branded beverages such as wine, beer, coffee, juice, and dairy products among Chinese consumers. In India, the consumption of beer, whisky, and wine have benefited from economic growth and strong demand from middle-class consumers, which has encouraged beverage manufacturers to tap the Indian market.

Among beverage manufacturers, 65% of respondents rate ‘responding to pricing pressure’ as the most important business concern in 2012, while 48% highlight ‘market uncertainty’. Beverage manufacturers highlight factors such as lower shelf prices and rising commodity prices as pricing pressure issues. Respondents operating in North America and the Rest of the World identify ‘regulatory change’ and ‘rising competition’ as leading business concerns in 2012. Furthermore, respondents from companies with leading operations in Europe and Asia-Pacific region identify ‘market uncertainty’ and ‘cost containment’ as the leading business concerns in 2012.

The average size of the, annual marketing budget of global beverage industry supplier respondents is estimated to be US$3.5 million, as compared to US$2.5 million in 2011 and US$1.3 million in 2010.

Of respondents across the global beverage manufacturers’ industry, 42% are ‘more optimistic’ about revenue growth for their company over the next 12 months than the previous 12 months. Reasons behind this include increased customer demand in emerging markets mainly China and India, demand for organic products, and adoption of sustainable sourcing strategies by beverage companies.

The optimism level in the global beverage manufacturing sector is expected to be fuelled by increased consumer demand towards health and wellness oriented beverage products, and the adoption of sustainable sourcing strategies by beverage companies.

Key Highlights
‘Corporate and brand websites’ and ‘email and newsletters’ are expected to register the highest investment, as identified by 43% and 42% of respective respondents. Conversely, ‘outdoor’ advertisement, ‘newspaper’, ‘radio’, and ‘television and video’ are expected to attract the least investment.

‘Customer retention’, ‘brand building or awareness’, and increasing ‘online presence’ are identified as key marketing aims for global beverage industry supplier respondents, with 62%, 43%, and 33% of industry respondents expressing that these were very important aims.

An analysis of responses by beverage manufacturing companies reveals that ‘new product development’, ‘machinery and equipment purchase’, and ‘IT infrastructure development’ will record a significant increase in capital expenditure over the next 12 months.

The most significant strategies that respondents from global beverage industry supplier companies will employ in 2012 are to ‘focus sales efforts on generating new business’ and to ‘invest in brand building’, as agreed by 49% and 45% of industry supplier respondents respectively.

According to 33% of respondents from beverage manufacturing companies, headcounts in their organizations in 2012 are expected to increase steadily by up to 2%. However, 36% of respondents from beverage manufacturing companies anticipate ‘no change’ in recruitment activity in 2012, which indicates that slow economic development in developed countries and market uncertainty could reduce recruitment activity.

Table of contents

1 Introduction
1.1 What is this report about?
1.2 Definitions
1.3 Methodology
1.4 Profile of Survey Respondents
1.4.1 Profile of buyer respondents
1.4.2 Profile of supplier respondents
2 Executive Summary
3 Global Beverage Industry Dynamics
3.1 Revenue Growth Projections in the Global Beverage Industry
3.1.1 Revenue growth projections by beverage manufacturers
3.1.2 Revenue growth projections by suppliers
3.1.3 Revenue growth projections by region
3.1.4 Revenue growth projections by turnover
3.1.5 Revenue growth projections by senior level respondents
3.1.6 Company revenue growth optimism: cross industry comparison
3.2 Future Developments in Business Structure: Global Beverage Industry
3.2.1 Future developments in business structure by beverage manufacturers
3.2.2 Future developments in business structure by suppliers
3.2.3 Future developments in business structure by region
3.2.4 Future developments in business structure by company turnover
3.2.5 Future developments in business structure by senior level respondents
3.3 Merger and Acquisition (M&A) Projections: Global Beverage Manufacturers’ Industry
3.3.1 M&A activity projections by beverage manufacturers
3.3.2 M&A activity projections by suppliers
3.3.3 Merger and acquisition activity projections by region
3.3.4 Merger and acquisition activity projections by company turnover
3.4 Capital Expenditure Forecast: Global Beverage Manufacturers’ Industry
3.4.1 Forecast of capital expenditure by beverage manufacturers
3.4.2 Forecast of capital expenditure by suppliers
3.4.3 Forecast of capital expenditure by region
3.4.4 Forecast of capital expenditure by company turnover
3.5 Planned Change in Staff Recruitment: Global Beverage Manufacturers’ Industry
3.5.1 Planned change in staff recruitment by beverage manufacturers
3.5.2 Planned change in staff recruitment by suppliers
3.5.3 Planned change in staff recruitment by region
3.5.4 Planned change in staff recruitment by company turnover
4 Global Beverage Maufacturers’ Market Growth Outlook
4.1 Global Beverage Manufacturers’ Industry: Demand in Emerging Markets
4.1.1 Demand in emerging markets by beverage manufacturers
4.1.2 Demand in emerging markets by suppliers
4.1.3 Demand in emerging markets by region
4.1.4 Demand in emerging markets by company turnover
4.2 Global Beverage Manufacturers’ Industry: Growth in Developed Markets
4.2.1 Growth expectations in developed countries by beverage manufacturers
4.2.2 Growth expectations in developed countries by suppliers
4.2.3 Growth expectations in developed countries by region
4.2.4 Growth expectations in developed countries by company turnover
5 Threats and Opportunities: Global Beverage Manufacturers’ Industry
5.1 Global Beverage Manufacturers’ Industry: Leading Business Concerns for 2012–2013
5.1.1 Leading business concerns of beverage manufacturers
5.1.2 Leading business concerns of suppliers
5.1.3 Leading business concerns in 2012–2013 by region
5.1.4 Leading business concerns in 2012–2013 by company turnover
5.2 Global Beverage Manufacturing Industry: Key Supplier Actions to Secure Business
5.2.1 Actions to maintain and secure business by beverage manufacturers
5.2.2 Actions to maintain and secure buyer business by region
5.2.3 Actions to maintain and secure buyer business by turnover
5.2.4 Actions to maintain and secure buyer business by procurement budget
6 Global Beverage Industry: Supplier Marketing Spend Activity
6.1 Annual Marketing Budgets: Global Beverage Industry Suppliers
6.1.1 Annual marketing budgets by region
6.1.2 Annual marketing budgets by company turnover
6.2 Global Beverage Industry: Planned Change in Marketing Expenditure
6.2.1 Planned change in marketing expenditure levels by region
6.2.2 Planned change in marketing expenditure levels by company turnover
6.2.3 Planned change in marketing expenditure levels vs. revenue growth expectations
6.2.4 Net change in planned marketing expenditure in all industries
6.3 Global Beverage Industry: Future Investment in Media Channels
6.3.1 Future investment in media channels by region
6.3.2 Future investment in media channels by company turnover
6.4 Global Beverage Industry: Suppliers' Future Investment in Marketing and Sales
6.4.1 Future investment in marketing and sales by region
6.4.2 Future investment in marketing and sales by company turnover
7 Global Beverage Industry: Marketing and Sales Behaviors in 2012–2013
7.1 Global Beverage Industry: Key Marketing Aims of Suppliers for 2012–2013
7.1.1 Key marketing aims by region
7.1.2 Key marketing aims by company turnover
7.1.3 Key marketing aims by revenue growth expectations
7.2 Global Beverage Industry: Essential Amendments to Marketing Activities
7.2.1 Amendments to marketing activities by region
7.2.2 Amendments to marketing activities by company turnover
7.3 Global Beverage Industry: Use of New Media for Business Prospects
7.3.1 Use of new media by region
7.3.2 Use of new media by company turnover
7.4 Global Beverage Industry: Critical Success Factors for Choosing a Marketing Agency
7.4.1 Critical success factors by region
7.4.2 Critical success factors by company turnover
8 Appendix
8.1 Global Beverage Industry Survey Results – Closed Questions
8.2 About Canadean
8.3 Disclaimer


List of Tables
Table 1: Total Global Beverage Manufacturers' Industry Survey Respondents, 2012
Table 2: Global Beverage Manufacturers’ Industry Respondents by Job Role (%), 2012
Table 3: Global Beverage Manufacturers' Industry Respondents by Region (%), 2012
Table 4: Global Beverage Manufacturers' Industry Respondents by Company Turnover (%), 2012
Table 5: Global Beverage Industry Supplier Respondents by Job Role (%), 2012
Table 6: Global Beverage Industry Supplier Respondents by Region (%), 2012
Table 7: Global Beverage Industry Supplier Respondents by Company Turnover (%), 2012
Table 8: Revenue Growth Optimism in the Global Beverage Manufacturers' Industry (%), 2010–2012
Table 9: Revenue Growth Optimism of Global Beverage Industry Suppliers (%), 2012
Table 10: Global Beverage Manufacturers' Industry: Revenue Growth Optimism by Region (%), 2012
Table 11: Global Beverage Manufacturers’ Industry: Revenue Growth Optimism by Turnover (%), 2012
Table 12: Global Beverage Industry: Revenue Growth Optimism of Senior Level Respondents (%), 2012
Table 13: Key Expected Changes in Business Structure: Global Beverage Manufacturers (%), 2012
Table 14: Key Expected Changes by Global Beverage Industry Suppliers (%), 2012
Table 15: Global Beverage Manufacturers' Industry: Key Expected Changes by Region (%), 2012
Table 16: M&A Activity in the Global Beverage Manufacturers' Industry (%), 2010–2012
Table 17: M&A Activity by Global Beverage Industry Suppliers (%), 2010–2012
Table 18: M&A Activity by Region: Global Beverage Manufacturers' Industry (%), 2012
Table 19: M&A Activity by Turnover: Global Beverage Manufacturers' Industry (%), 2012
Table 20: Forecast of Capital Expenditure by Global Beverage Manufacturers' Industry (%), 2012
Table 21: Forecast of Capital Expenditure by Global Beverage Industry Suppliers (%), 2012
Table 22: Global Beverage Manufacturers' Industry: Forecast of Capital Expenditure by Region (%), 2012
Table 23: Global Beverage Manufacturers' Industry: Forecast of Capital Expenditure by Turnover (% ‘Increase’ Responses), 2012
Table 24: Global Beverage Manufacturers' Industry: Planned Change in Staff Recruitment (%), 2012
Table 25: Planned Change in Staff Recruitment by Global Beverage Industry Suppliers (%), 2012
Table 26: Global Beverage Manufacturers: Planned Change in Staff Recruitment by Region (%), 2012
Table 27: Global Beverage Manufacturers: Planned Change in Staff Recruitment by Turnover (%), 2012
Table 28: Demand in Emerging Markets: Global Beverage Manufacturers' Industry (%), 2012
Table 29: Demand in Emerging Markets: Global Beverage Industry Suppliers (%), 2012
Table 30: Growth Projections in Developed Markets: Global Beverage Manufacturers (%), 2012
Table 31: Growth Projections in Developed Markets by Global Beverage Industry Suppliers (%), 2012
Table 32: Leading Business Concerns of Global Beverage Manufacturers (%), 2010–2012
Table 33: Leading Business Concerns of Global Beverage Industry Suppliers (%), 2012–2013
Table 34: Global Beverage Manufacturers: Leading Business Concerns by Region (%), 2012–2013
Table 35: Global Beverage Manufacturers: Leading Business Concerns by Turnover (%), 2012–2013
Table 36: Global Beverage Manufacturers: Securing Beverage Manufacturers’ Business (%), 2012
Table 37: Global Beverage Manufacturers' Industry: Securing Buyers’ Business by Region (%), 2012
Table 38: Global Beverage Manufacturers' Industry: Securing Buyers’ Business by Turnover (%), 2012
Table 39: Actions to Maintain and Secure Buyer Business by Procurement Budget (%), 2012
Table 40: Annual Marketing Budgets: Global Beverage Industry Suppliers (%), 2010–2012
Table 41: Annual Marketing Budgets in the Global Beverage Industry by Region (%), 2012
Table 42: Annual Marketing Budgets in the Global Beverage Industry by Turnover (%), 2012
Table 43: Planned Change in Marketing Expenditure Levels: Global Beverage Industry Suppliers (%), 2010–2012
Table 44: Global Beverage Industry: Planned Change in Marketing Expenditure by Region (%), 2012
Table 45: Global Beverage Industry: Planned Change in Marketing Expenditure by Turnover (%), 2012
Table 46: Net Change in Planned Marketing Expenditure, All Industries (%) 2012
Table 47: Future Investment in Media Channels: Global Beverage Industry Suppliers, 2012
Table 48: Global Beverage Industry: Future Investment in Marketing and Sales (%), 2012
Table 49: Global Beverage Industry: Future Investment in Marketing and Sales by Region (%), 2012
Table 50: Global Beverage Industry: Future Investment in Marketing and Sales by Turnover (%), 2012
Table 51: Key Marketing Aims: Global Beverage Industry Suppliers (%), 2012
Table 52: Global Beverage Industry: Key Marketing Aims by Revenue Growth Expectations (%), 2012
Table 53: Amendments to Marketing Activities: Global Beverage Industry Suppliers (%), 2012
Table 54: Global Beverage Industry: Amendments to Marketing Activities by Region (%), 2012
Table 55: Global Beverage Industry: Amendments to Marketing Activities by Turnover (%), 2012
Table 56: Use of New Media: Global Beverage Industry Suppliers (%), 2012
Table 57: Global Beverage Industry: Use of New Media by Region (%), 2012
Table 58: Global Beverage Industry: Use of New Media by Company Turnover (%), 2012
Table 59: Critical Success Factors: Global Beverage Industry Suppliers (% ), 2012
Table 60: Global Beverage Industry: Critical Success Factors by Region (%), 2012
Table 61: Global Beverage Industry: Critical Success Factors by Turnover (%), 2012
Table 62: Global Beverage Industry Survey Results - Closed Questions


List of Figures
Figure 1: Revenue Growth Optimism in the Global Beverage Manufacturers' Industry (%), 2010–2012
Figure 2: Revenue Growth Optimism of Global Beverage Industry Suppliers (%), 2012
Figure 3: Global Beverage Manufacturers' Industry: Revenue Growth Optimism by Region (%), 2012
Figure 4: Global Beverage Manufacturers’ Industry: Revenue Growth Optimism by Turnover (%), 2012
Figure 5: Global Beverage Industry: Revenue Growth Optimism of Senior Level Respondents (%), 2012
Figure 6: Company Revenue Growth Optimism: Cross Industry Comparisons (%), 2012
Figure 7: Key Expected Changes in Business Structure: Global Beverage Manufacturers (%), 2012
Figure 8: Key Expected Changes by Global Beverage Industry Suppliers (%), 2012
Figure 9: Key Expected Changes In Business Structure by Senior Level Respondents (%), 2012
Figure 10: M&A Activity in the Global Beverage Manufacturers' Industry (%), 2010–2012
Figure 11: M&A Activity by Global Beverage Industry Suppliers (%), 2010–2012
Figure 12: M&A Activity by Region: Global Beverage Manufacturers' Industry (%), 2012
Figure 13: M&A Activity by Turnover: Global Beverage Manufacturers' Industry (%), 2012
Figure 14: Forecast of Capital Expenditure by Global Beverage Manufacturers' Industry (%), 2012
Figure 15: Forecast of Capital Expenditure by Global Beverage Industry Suppliers (%), 2012
Figure 16: Global Beverage Manufacturers' Industry: Forecast of Capital Expenditure by Region (%‘Increase’ Responses), 2012
Figure 17: Global Beverage Manufacturers' Industry: Forecast of Capital Expenditure by Turnover (%‘Increase’ Responses), 2012
Figure 18: Global Beverage Manufacturers' Industry: Planned Change in Staff Recruitment (%), 2012
Figure 19: Planned Change in Staff Recruitment by Global Beverage Industry Suppliers (%), 2012
Figure 20: Global Beverage Manufacturers: Planned Change in Staff Recruitment by Region (%), 2012
Figure 21: Global Beverage Manufacturers: Planned Change in Staff Recruitment by Turnover (%), 2012
Figure 22: Global Beverage Manufacturers’ Industry: Top Ten Growth Regions (%), 2012
Figure 23: Global Beverage Manufacturers’ Industry: Top Five Emerging Markets, 2012
Figure 24: Demand in Emerging Markets: Global Beverage Manufacturers' Industry (%), 2012
Figure 25: Demand in Emerging Markets: Global Beverage Industry Suppliers (%), 2012
Figure 26: Demand in Emerging Markets by Region: Global Beverage Manufacturers' Industry (%), 2012
Figure 27: Demand in Emerging Markets by Turnover: Global Beverage Manufacturers' Industry (%), 2012
Figure 28: Global Beverages Manufacturers’ Industry: Top Five Developed Markets by Growth, 2012
Figure 29: Growth Projections in Developed Markets: Global Beverage Manufacturers (%), 2012
Figure 30: Growth Projections in Developed Markets by Global Beverage Industry Suppliers (%), 2012
Figure 31: Growth Projections in Developed Markets by Region (% 'Increase' Responses), 2012
Figure 32: Growth Projections in Developed Markets by Turnover (% 'Increase' Responses), 2012
Figure 33: Leading Business Concerns of Global Beverage Manufacturers (%), 2012–2013
Figure 34: Global Beverage Manufacturers’ Industry: Leading Business Concerns , 2012–2013
Figure 35: Leading Business Concerns of Global Beverage Industry Suppliers (%), 2012–2013
Figure 36: Global Beverage Manufacturers: Securing Beverage Manufacturers’ Business (%), 2012
Figure 37: Global Beverage Manufacturers' Industry: Securing Buyers’ Business by Turnover (%), 2012
Figure 38: Annual Marketing Budgets: Global Beverage Industry Suppliers (%), 2010–2012
Figure 39: Annual Marketing Budgets in the Global Beverage Industry by Region (%), 2012
Figure 40: Annual Marketing Budgets in the Global Beverage Industry by Turnover (%), 2012
Figure 41: Planned Change in Marketing Expenditure Levels: Global Beverage Industry Suppliers (%), 2010–1012
Figure 42: Global Beverage Industry: Planned Change in Marketing Expenditure by Region (%), 2012
Figure 43: Global Beverage Industry: Planned Change in Marketing Expenditure by Turnover (%), 2012
Figure 44: Global Beverage Industry: Planned Change in Marketing Expenditure by Revenue Growth Expectations (%), 2012
Figure 45: Future Investment in Media Channels: Global Beverage Industry Suppliers, 2012
Figure 46: Global Beverage Industry: Future Investment in Media Channels by Region (%), 2012
Figure 47: Global Beverage Industry: Future Investment in Media Channels by Turnover (%), 2012
Figure 48: Global Beverage Industry: Future Investment in Marketing and Sales (%), 2012
Figure 49: Global Beverage Industry: Future Investment in Marketing and Sales by Region (%), 2012
Figure 50: Global Beverage Industry: Future Investment in Marketing and Sales by Turnover (%), 2012
Figure 51: Key Marketing Aims: Global Beverage Industry Suppliers (%), 2012
Figure 52: Global Beverage Industry: Key Marketing Aims by Region (%), 2012
Figure 53: Global Beverage Industry: Key Marketing Aims by Company Turnover (%), 2012
Figure 54: Global Beverage Industry: Key Marketing Aims by Revenue Growth Expectations (%), 2012
Figure 55: Amendments to Marketing Activities: Global Beverage Industry Suppliers (%), 2012
Figure 56: Global Beverage Industry: Amendments to Marketing Activities by Region (%), 2012
Figure 57: Global Beverage Industry: Amendments to Marketing Activities by Turnover (%), 2012
Figure 58: Use of New Media: Global Beverage Industry Suppliers (%), 2012
Figure 59: Global Beverage Industry: Use of New Media by Region (%), 2012
Figure 60: Global Beverage Industry: Use of New Media by Company Turnover (%), 2012
Figure 61: Critical Success Factors: Global Beverage Industry Suppliers (% ), 2012
Figure 62: Global Beverage Industry: Critical Success Factors by Region (%), 2012
Figure 63: Global Beverage Industry: Critical Success Factors by Turnover (%), 2012

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By market: Global