Rtd Coffee - New Zealand

Despite positive volume growth, off-trade value decreased in 2009 as a result of decreasing unit prices. RTD coffee faces intense competition from hot coffee. Over the review period New Zealand consumers became more particular about coffee, asking for specific blends in cafés and buying premium coffee to enjoy at home. The café culture is flourishing in towns, shopping centres and shopping malls where cafés offer a wide range of coffees. On the shelves of supermarkets upper-mass and premium...

Euromonitor International's RTD Coffee in New Zealand report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data (2005-2009), allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they legislative, distribution, packaging or pricing issues. Forecasts to 2014 illustrate how the market is set to change.

Product coverage:

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

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• Get a detailed picture of the Soft Drinks industry;
• Pinpoint growth sectors and identify factors driving change;
• Understand the competitive environment, the market’s major players and leading brands;
• Use five-year forecasts to assess how the market is predicted to develop.

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Table of contents

Rtd Coffee in New Zealand
Euromonitor International
May 2010
List of Contents and Tables

SOFT DRINKS IN NEW ZEALAND

EXECUTIVE SUMMARY
Stagnating Volume Sales With A Slight Value Increase
In 2009, stagnating volume sales and a slight increase in value sales characterised the soft drinks market in New Zealand. Consumers have become more selective, trading up to higher-quality brands. Carbonates reported decreasing off-trade volume sales and stagnating value sales as consumers moved towards healthier drinks. Niche or smaller product types, such as functional bottled water, RTD tea and energy drinks, were the best performers. These performances were due to the relatively low per capita consumption of these products, suggesting that there is still potential for further growth.
Premiumisation Driven by Demand for Natural Products
Despite the tough economic climate in 2009, the strengthening health and wellness trend increased the appeal of more natural and functional products, especially those positioned as premium brands. The shift from carbonates to bottled water and fruit/vegetable juice and nectars was maintained as more people sought healthier options. Key international players responded by investing heavily in marketing and advertising and new product development in these more dynamic categories.
Battle Between Two Giants
The soft drinks arena in New Zealand is dominated by two giants, Coca-Cola Amatil (NZ) Ltd and Frucor Beverages Ltd. In 2009, Coca-Cola Amatil (NZ) Ltd continued its strategy to enter and expand in new product areas within soft drinks, for example concentrates, to strengthen its position in sectors other than carbonates. Frucor Beverages Ltd, following the acquisition of two companies, sought to rationalise the distribution and marketing operations of the new organisation and retain its leading position in such key categories as fruit/vegetable juice, bottled water and energy drinks.
Supermarket Chains Dominate Soft Drinks in New Zealand
Supermarkets continued to be an important distribution channel. The channel forced manufacturers to rationalise their merchandising policy and given the difficult economic climate offered regular discounts and promotions to stimulate sales. Consumers are seeking value-for-money products; for example, multipacks have become popular. The regular price promotions held at supermarket chains motivated and educated consumers to make purchases during promotional periods. Small grocery retailers are the key competitors of supermarket chains.
Slowdown in Volume Growth Over the Forecast Period
The majority of categories within soft drinks in New Zealand have reached maturity, with already high per capita consumption. In such sectors as RTD tea or bottled water an increase in per capita consumption is not expected without significant manufacturer investment to change consumption habits and convince New Zealanders to consume more of these products. Due to the health and wellness trend, products with no additives or colourings and low-calorie products will be popular, as will those with added antioxidants and which are high in calcium/fibre. There is a constant need for convenient options among young city dwellers due to busy work schedules and lifestyles. The main threats to future development will be the New Zealand economy, which may remain relatively weak after the global recession hit in 2008, and a possible high rate of unemployment over the forecast period.

KEY TRENDS AND DEVELOPMENTS
Rising Health Consciousness
Obesity is an alarming problem in New Zealand. According to the Ministry of Health, nearly twice as many adults are overweight or obese compared to the world average. Obesity has been increasing in New Zealand among both adults and children.
The rate of obesity can be attributed to a number of factors, including a change in dietary habits and physical activity patterns, reflecting an environment that promotes the over-consumption of energy-dense foods and drinks, and limits opportunities for physical activity. This has resulted in obese consumers and health problems associated with being overweight.
Other health problems that can occur are heart disease, high blood pressure and strokes, type-2 diabetes, various types of cancer and psychological and social problems.
Current Impact
Losing weight is the main factor underpinning the growing sales of low-calorie soft drinks. Health promotion campaigns emphasise the importance of giving up drinks with a high-sugar content, such as carbonates or concentrates. Instead of these, dietary experts recommend herbal, fruit or green tea and low-calorie juices.
Since December 2009, the makers of popular soft drinks Coca-Cola and Pepsi no longer directly supply full sugar carbonated drinks to New Zealand's schools as part of a voluntary agreement signed with government ministers in 2006. Coca-Cola Amatil (NZ) Ltd and Frucor Beverages Ltd signed the agreement with the Ministers of Health and Education as a self-regulatory measure to improve the health and wellbeing of school children. They continue to provide schools with a wide range of sugar-free carbonated or low-sugar soft drinks, fruit juices and flavoured waters.
This is a major step in increasing the level of health consciousness among children, who represent the upcoming generation, as well as parents.
Outlook
It is expected that this campaign against obesity will continue over the forecast period to ensure that obesity does not become a 'health epidemic' in New Zealand, as it has started to become in many other Western societies.
In general, the impact of the campaign is positive as a growing number of people are seeking help to lower their weight and are looking for products that will help them do this and keep their weight under control. Low-fat and low-calorie products are reporting growing sales in other food categories too. The awareness of the benefits as well as consumer acceptance of such products is increasing in New Zealand.
Future Impact
This increased awareness of the health risks of obesity, and increased awareness of what to do to stay healthy, is likely to continue. To take action, many schools are likely to review the food available on-site in vending machines and through school canteens and ask for help from dietary experts.
Supermarkets are also expected to review what they put on their shelves and put pressure on food manufacturers to introduce less energy-dense, lower-fat and sugar products.
Fortified/functional soft drinks offering extra benefits and low-calorie products are likely to develop more dynamically over the forecast period.
Labelling of Ingredients and Content Increasingly Sought by Consumers
Many consumers in New Zealand are starting to demand information about what goes into the food they buy and consume. In addition, more consumers are starting to want to know more about the manufacturers, especially pertaining to details such as the company's level of social contribution.
Pertaining to the packaging of food, country of origin labelling is voluntary in New Zealand and suppliers may choose not to display these details. However, the products must display the contact details of the distributors or manufacturers in New Zealand so that consumers can contact them if they have any questions about their products.
In 2009, consumers were seen to start expecting the same from soft drinks, seeking the labelling of ingredients and content of the soft drinks they purchase.
Current Impact
Country-of-origin labelling is something new in the local soft drinks arena. Barker Fruit Processors Ltd is one of the first companies to introduce the system.
The company emphasises that more than 95% of its products sold in supermarkets contain New Zealand fruit. The company only uses imported fruit when local produce is not available. The company is present in concentrates and in 2009 launched new labelling containing information on the place of origin.
Barker Fruit Processors Ltd emphasises that it has longstanding contracts with fruit and vegetable growers throughout New Zealand to ensure it obtains the highest-quality local produce.
Outlook
Over the forecast period consumers will want to know more about ingredients, their origin, the manufacturing process used and the social responsibility stance of manufacturers. Sustainability in New Zealand and other countries will be increasingly highlighted by the press and consumers.
The fairtrade concept is likely to emerge in soft drinks, although in this case focusing on local growers and suppliers.
Future Impact
Country-of-origin labelling will be an advantage for domestic products as consumers are ready to support local companies, which employ local workers, use local ingredients and are active supporters of local communities.
As consumers seek to find out more about their food, manufacturers will have to rework their marketing and communication strategies, for example by creating new informative websites.
Food safety remains a key issue for consumers, involving such questions as the impact of aspartame or caffeine on the human body.
Rising Environmental Concerns Impact Soft Drinks Choices
The majority of consumers perceive bottled water as a luxury item given the good quality tap water available in most parts of the country. Furthermore, public awareness of environmental concerns about the disposal of bottled water packaging, mainly comprised of plastic bottles, is at an all-time high. Thus, regional councils and other local government bodies are devising policies on bottled water intended for home consumption where freely available quality tap water and home water filters are considered environmentally-friendly, healthier and less costly.
Many consumers consider RTD tea or RTD coffee as nothing else but a freshly made drink gone cold. It seems to be cheaper to buy hot tea or coffee and make it at home. In addition, it is a more environmentally-friendly solution too, as there is no waste from plastic bottles.
Current Impact
In New Zealand per capita consumption of bottled water, RTD tea and coffee is relatively low compared to other developed countries. Nevertheless, consumption is growing, mainly due to intensive promotion from manufacturers.
Despite the disputes, bottled water remained a popular option among under 40-year-old health-conscious consumers. Bottled water intended for personal consumption is growing at a faster rate than products aimed at home consumption. Bottled water and RTD tea are considered healthier and tastier alternatives to soft drinks such as carbonates. RTD coffee is popular among young, busy city dwellers and travellers.
To respond to growing demand for environmentally-friendly packaging, Charlie's Group, one of the key players in soft drinks, has launched new environmentally-friendly packaging which is made from plants (and not from oils like other plastic bottles).
Outlook
Environmental concerns arising from the disposal of bottled water packaging, mainly PET bottles, and the government's efforts to minimise the impact by promoting freely available tap water as an alternative will be the main threats to growth over the forecast period.
Furthermore, the government has already earmarked the development of a major infrastructure programme, including updating existing public water purification projects. Tap water is relatively cheap and in the large cities it is clean and good quality, although its taste is subject to debate.
In line with the flourishing coffee and tea culture, freshly made, premium quality drinks are likely to increase significantly, creating even fiercer competition for RTD drinks.
Future Impact
The government's efforts are likely to adversely impact the growth prospects of bottled water in the short to medium term. Despite relatively low per capita consumption, bottled water is likely to see a slowdown in growth over the forecast period. Carbonated bottle water and functional bottled water, which offer extra benefits, are expected to remain more dynamic.
With regard to RTD coffee and RTD tea, they are the smallest sectors in soft drinks, with very low per capita consumption. In the case of RTD tea, the consumer shift from carbonates to healthier alternatives could fuel sales. Future growth of RTD coffee will depend on manufacturer investment in trying to convince consumers to choose RTD coffee instead of coffee freshly made at home or in a café.
Recession Has A Greater Impact on Manufacturers Than Consumers
The global recession had several negative effects on the New Zealand economy, resulting in an increase in unemployment and a decline in GDP in 2009. In 2009, the unemployment rate reached 6.8% compared to 3.4% in 2007, while GDP reported a 2% decline.
However, at the beginning of 2010, with two successive quarters of positive economic growth in 2009, the New Zealand economy seems to be coming out of recession. Domestic spending is still very weak, but consumer confidence is being buoyed by a recovering housing and property market, improving job security as unemployment nears its peak, below-average interest rates and steady petrol prices.
Current Impact
Despite the recession and tightening disposable incomes for many consumers, some continue to trade up to healthier alternatives in soft drinks. Consumers have been seen to shift away from carbonates, which are generally perceived to be unhealthy, to healthier beverages such as fruit/vegetable juice and functional drinks. This switch has continued despite carbonates having a generally lower unit price.
Unit prices are the highest in concentrates, functional drinks, RTD coffee and RTD tea. All of these sectors reported healthy volume and value sales growth in 2009. Concentrates is a mature sector with little room for further growth as per capita consumption is relatively low.
On-trade sales of carbonates have continued to rise, largely thanks to cola carbonates. Cola carbonates are an essential part of the value-for-money deals in fast food chains. These deals became quite popular in 2009, mainly thanks to a fall in consumer disposable income.
The recession has had a more significant impact on manufacturers. The number of new launches has fallen and manufacturers have focused more on reducing operational, production and distribution costs. 2009 was a year of waiting as manufacturers waited for further information on the reactions of consumers to the recession.
Outlook
According to macro-economic experts, trading conditions will remain extremely challenging for the next few years. Profitability will remain under pressure from weak domestic and international demand and the high costs of raw materials. According to a forecast from Westpac, one of the leading banks in New Zealand, a 'people-led' recovery is on the horizon, with net migration currently surging higher. The construction industry will be a key component of economic recovery as more houses are built to meet the rise in population.
All macro-economic analysts forecast positive growth in the New Zealand economy in 2010. In January, GDP growth was forecast to be between 2.7-3.7% for 2010 as a whole. GDP growth in 2010 may be positive, but unemployment remains high at about 6.8% and will start to fall only in 2011.
Future Impact
The change in discretional income seemed to have only a slight impact on soft drinks. The attractive value-for-money deals in McDonald's or Burger King boosted on-trade sales of cola carbonates. Over the forecast period the importance of such deals is likely to fade and consumers will demand healthier options from fast food chains too. Further growth for low-calorie cola carbonates and fruit/vegetable juice is expected in the fast food channel.
The health and wellness trend will have a strong influence on consumer behaviour. In the off-trade carbonates will see a further decline, while sales of fruit/vegetable juice will increase. High-sugar content will be the main obstacle to growth as many fruit/vegetable juices contain high levels of sugar. The importance of low-calorie products will strengthen over the forecast period.
Depending on the development of the New Zealand economy and the return of consumer confidence, manufacturers are likely to be more active over the forecast period. Several new launches are expected along with more intensive promotion of soft drinks, particularly in the premium segment.
Ageing Population Impact on Soft Drinks Spending
New Zealand's population is ageing, as are the populations of most developed countries. This is one of three demographic trends characterising recent changes in New Zealand's population structure - declining fertility, the ageing of the baby-boom generation and an increase in average life expectancy.
According to data released by Statistics New Zealand, the age composition of New Zealand's population has changed over the last decade, with the proportion of elderly New Zealanders rising steadily. In 2007, children aged between 0 and 14 made up 21% of New Zealand's population, a decline from 23% in 1997. Those of working age, between 15 and 64, accounted for 67% in 2007, reflecting a significant increase of 337,600 when compared to 1997.
Current Impact
The ageing of the population is one of the factors explaining the poor performance of cola carbonates, the relatively slow development of energy drinks and the comparatively smaller presence of RTD coffee and RTD tea. Elderly consumers are less willing to try new drinks and insist on the specific hot drinks which they are accustomed to.
Coffee and tea are essential parts of New Zealand life. Over the review period, both saw a renaissance in New Zealand. One of the significant drivers of this was the increasingly publicised health benefits of coffee as well as tea. Over the last few years several studies have been published on the benefits of coffee and black tea on health. According to these studies, moderate consumption of good quality coffee and tea has a positive impact on health as they are rich in antioxidants.
Outlook
All projections indicate that the New Zealand population is ageing, and, therefore, there will be a larger population of older people in New Zealand over the forecast period. The 65+ age group is projected to make up 14% of New Zealand's population by 2014, reflecting more than a one percentage point increase on 2009. This represents an increase of more than 100,000 people to reach 653,000 in 2014.
Population ageing is the main reason why average household size is projected to decline over the forecast period. There will be a large increase in the number of 'couples without children', single-person households and people living in non-private dwellings.
Future Impact
The ageing of the population will limit the growth potential of such products like energy drinks, cola carbonates and concentrates. Due to health concerns, elderly people avoid consumption of high-calorie, high-caffeine and high-sugar products.
Products with extra health benefits are likely to be launched over the forecast period. All products rich in antioxidants and with anti-ageing benefits will be welcomed by consumers. Added vitamins and minerals, for example calcium, will also be seen in new launches.
Smaller bottles, convenient packaging and easy-to-open bottles are also likely to appear over the forecast period in an attempt to provide consumers with added convenience and ease of use.

MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2004-2009
million litres

2004 2005 2006 2007 2008 2009
Off-trade 490.4 499.0 514.2 522.2 525.1 523.1
On-trade 88.7 91.2 94.4 97.0 99.4 101.0
Total 579.1 590.2 608.6 619.2 624.5 624.1
Source: Official Statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Note: Excludes powder concentrates
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2004-2009
% volume growth

2008/09 2004-09 CAGR 2004/09 TOTAL
Off-trade -0.4 1.3 6.7
On-trade 1.7 2.6 13.9
Total -0.1 1.5 7.8
Source: Official Statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Note: Excludes powder concentrates
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2004-2009
NZ$ million

2004 2005 2006 2007 2008 2009
Off-trade 955.0 991.7 1,039.4 1,075.3 1,113.8 1,137.7
On-trade 377.0 395.6 415.8 430.7 449.1 459.7
Total 1,332.0 1,387.2 1,455.2 1,506.0 1,562.9 1,597.4
Source: Official Statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2004-2009
% current value growth

2008/09 2004-09 CAGR 2004/09 TOTAL
Off-trade 2.1 3.6 19.1
On-trade 2.4 4.0 21.9
Total 2.2 3.7 19.9
Source: Official Statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2009
million litres
Off-trade On-trade TOTAL
Carbonates 333.2 64.5 397.8
Fruit/Vegetable Juice 114.4 20.5 134.9
Bottled Water 43.4 13.6 56.9
Functional Drinks 26.7 2.4 29.1
Concentrates 4.2 - 4.2
RTD Tea 0.2 - 0.2
RTD Coffee 0.9 - 0.9
Soft Drinks 523.1 101.0 624.1
Source: Official Statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Note: Excludes powder concentrates
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2009
% volume analysis
Off-trade On-trade Total
Carbonates 83.8 16.2 100.0
Fruit/Vegetable Juice 84.8 15.2 100.0
Bottled Water 76.2 23.8 100.0
Functional Drinks 91.8 8.2 100.0
Concentrates 100.0 - 100.0
RTD Tea 100.0 - 100.0
RTD Coffee 100.0 - 100.0
Soft Drinks 83.8 16.2 100.0
Source: Official Statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Note: Excludes powder concentrates
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2009
NZ$ million
Off-trade On-trade TOTAL
Carbonates 539.5 273.3 812.9
Fruit/Vegetable Juice 283.5 98.6 382.1
Bottled Water 86.4 54.9 141.3
Functional Drinks 174.7 32.9 207.5
Concentrates 49.7 - 49.7
RTD Tea 0.7 - 0.7
RTD Coffee 3.1 - 3.1
Soft Drinks 1,137.7 459.7 1,597.4
Source: Official Statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2009
% value analysis
Off-trade On-trade Total
Carbonates 66.4 33.6 100.0
Fruit/Vegetable Juice 74.2 25.8 100.0
Bottled Water 61.2 38.8 100.0
Functional Drinks 84.2 15.8 100.0
Concentrates 100.0 - 100.0
RTD Tea 100.0 - 100.0
RTD Coffee 100.0 - 100.0
Soft Drinks 71.2 28.8 100.0
Source: Official Statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2004-2009
million litres

2004 2005 2006 2007 2008 2009
Carbonates 339.8 338.0 343.1 344.0 341.9 333.2
Fruit/Vegetable Juice 100.9 105.7 109.2 110.9 112.8 114.4
Bottled Water 28.3 32.4 37.1 40.6 41.7 43.4
Functional Drinks 16.8 18.1 19.9 21.8 23.5 26.7
Concentrates 3.8 3.9 4.0 4.0 4.0 4.2
RTD Tea - - 0.1 0.1 0.2 0.2
RTD Coffee 0.8 0.8 0.8 0.8 0.9 0.9
Soft Drinks 490.4 499.0 514.2 522.2 525.1 523.1
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Note: Excludes powder concentrates
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2004-2009
% volume growth

2008/09 2004-09 CAGR 2004/09 TOTAL
Carbonates -2.5 -0.4 -1.9
Fruit/Vegetable Juice 1.4 2.5 13.4
Bottled Water 4.0 8.9 53.5
Functional Drinks 13.4 9.6 58.4
Concentrates 4.0 2.1 10.9
RTD Tea 20.5 - -
RTD Coffee 5.0 3.7 19.9
Soft Drinks -0.4 1.3 6.7
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Note: Excludes powder concentrates
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2004-2009
NZ$ million

2004 2005 2006 2007 2008 2009
Carbonates 508.4 509.9 523.8 529.5 539.5 539.5
Fruit/Vegetable Juice 230.7 244.3 254.5 263.3 273.5 283.5
Bottled Water 51.8 61.2 70.9 78.1 81.3 86.4
Functional Drinks 112.1 123.0 137.2 152.1 166.4 174.7
Concentrates 49.4 50.5 49.9 49.0 49.4 49.7
RTD Tea - - 0.3 0.4 0.6 0.7
RTD Coffee 2.6 2.7 2.8 3.0 3.1 3.1
Soft Drinks 955.0 991.7 1,039.4 1,075.3 1,113.8 1,137.7
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2004-2009
% current value growth

2008/09 2004-09 CAGR 2004/09 TOTAL
Carbonates 0.0 1.2 6.1
Fruit/Vegetable Juice 3.7 4.2 22.9
Bottled Water 6.3 10.8 66.8
Functional Drinks 5.0 9.3 55.9
Concentrates 0.6 0.1 0.7
RTD Tea 22.5 - -
RTD Coffee -1.0 3.3 17.6
Soft Drinks 2.1 3.6 19.1
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 13 Off-trade Sales of Soft Drinks by Sector: Value 2004-2009
NZ$ bn

2004 2005 2006 2007 2008 2009
Carbonates 0.5 0.5 0.5 0.5 0.5 0.5
Fruit/Vegetable Juice 0.2 0.2 0.3 0.3 0.3 0.3
Bottled Water 0.1 0.1 0.1 0.1 0.1 0.1
Functional Drinks 0.1 0.1 0.1 0.2 0.2 0.2
Concentrates 0.0 0.1 0.0 0.0 0.0 0.0
RTD Tea - - 0.0 0.0 0.0 0.0
RTD Coffee 0.0 0.0 0.0 0.0 0.0 0.0
Soft Drinks 1.0 1.0 1.0 1.1 1.1 1.1
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 14 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2004-2009
% current value growth

2008/09 2004-09 CAGR 2004/09 TOTAL
Carbonates 0.0 1.2 6.1
Fruit/Vegetable Juice 3.7 4.2 22.9
Bottled Water 6.3 10.8 66.8
Functional Drinks 5.0 9.3 55.9
Concentrates 0.6 0.1 0.7
RTD Tea 22.5 - -
RTD Coffee -1.0 3.3 17.6
Soft Drinks 2.1 3.6 19.1
Source: Official statistics, trade associations, trade press, company research, store checks, trade interviews, Euromonitor International estimates
Table 15 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2009
% off-trade volume
Company 2005 2006 2007 2008 2009
Coca-Cola Amatil (NZ) Ltd 61.7 61.1 61.3 61.0 60.8
Frucor Beverages Ltd 23.7 24.5 25.4 25.8 26.9
Bundaberg Brewed Drinks 1.2 1.4 1.5 1.6 1.6
Pty Ltd
GlaxoSmithKline New 0.9 0.8 0.7 0.7 0.7
Zealand Ltd
Charlie's Group Ltd 0.4 0.4 0.5 0.6 0.6
Pinto Fruit Juice Ltd 0.6 0.7 0.7 0.6 0.6
Energy Products Ltd - - 0.1 0.3 0.3
Red Bull (NZ) Ltd 0.3 0.3 0.3 0.2 0.3
Old Fashioned Foods Ltd - 0.3 0.4 0.4 0.2
Ocean Spray Cranberries 0.2 0.2 0.2 0.2 0.2
Inc
Lion Nathan Ltd 0.2 0.2 0.2 0.2 0.2
Golden Circle Ltd 0.1 0.1 0.1 0.1 0.1
CH'I International Ltd 0.1 0.1 0.1 0.1 0.1
Fonterra Brands (NZ) Ltd 0.1 0.1 0.1 0.1 0.1
Barker Fruit Processors 0.1 0.0 0.1 0.1 0.1
Ltd
Nestlé New Zealand Ltd 0.0 0.0 0.0 0.0 0.1
Soda Club Ltd 0.0 0.0 0.0 0.0 0.0
Goodman Fielder New - 0.5 0.1 0.1 0.0
Zealand Ltd
Cadbury Ltd - - - - 0.0
Brownlie Brothers Ltd 0.4 0.6 0.7 0.7 -
Cadbury Confectionery Ltd 0.0 0.0 0.0 0.0 -
Foster's Group NZ Ltd 0.4 0.5 0.6 - -
Top Juice Ltd 0.2 0.2 - - -
Sanitarium Health Food 0.1 0.0 - - -
Co, The
Kaban Industries NZ Ltd 0.0 0.0 - - -
New Zealand Dairy Foods 0.6 - - - -
Ltd
Supreme Juice Ltd 0.2 - - - -
Baker Hall (NZ) Ltd 0.2 - - - -
Hansells (NZ) Ltd 0.2 - - - -
Naturalac Nutrition Ltd 0.0 - - - -
Independent Beverages 0.0 - - - -
(NZ) Ltd
South African Breweries - - - - -
Plc
Cerebos Gregg's Ltd - - - - -
Mainland Products Ltd - - - - -
Rio Beverages Ltd - - - - -
P & S Holdings Ltd - - - - -
Sun Country Juices Ltd - - - - -
SABMiller Plc - - - - -
Phoenix Organics Ltd - - - - -
Private Label 4.1 4.0 3.7 3.9 3.7
Others 4.2 4.0 3.4 3.6 3.6
Total 100.0 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Note: Excludes powder concentrates
Table 16 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2006-2009
% off-trade volume
Brand Company 2006 2007 2008 2009
Coca-Cola Coca-Cola Amatil (NZ) Ltd 18.8 18.2 18.0 18.0
Just Juice Frucor Beverages Ltd 6.4 6.8 7.0 7.0
Sprite Coca-Cola Amatil (NZ) Ltd 7.5 7.2 7.1 6.4
Diet Coke Coca-Cola Amatil (NZ) Ltd 6.8 5.8 5.6 5.5
Coca-Cola Zero Coca-Cola Amatil (NZ) Ltd 2.5 4.6 5.1 5.4
Keri Coca-Cola Amatil (NZ) Ltd 4.6 4.6 4.5 4.6
Schweppes Coca-Cola Amatil (NZ) Ltd 4.3 4.3 4.2 4.1
Sprite Zero Coca-Cola Amatil (NZ) Ltd 2.4 2.8 2.6 2.8
L&P Coca-Cola Amatil (NZ) Ltd 2.8 2.8 2.9 2.7
Fresh Up Frucor Beverages Ltd 2.5 2.6 2.6 2.7
Pepsi Frucor Beverages Ltd 2.9 2.8 2.6 2.4
H2GO Frucor Beverages Ltd 1.9 2.2 2.3 2.4
Pump Coca-Cola Amatil (NZ) Ltd 1.9 2.1 2.1 2.2
McCoy Frucor Beverages Ltd 1.7 1.8 1.9 2.0
Pepsi Max Frucor Beverages Ltd 1.1 1.7 1.9 1.9
Lift Coca-Cola Amatil (NZ) Ltd 2.1 2.0 1.9 1.9
V Frucor Beverages Ltd 1.4 1.5 1.4 1.7
NZ Natural Frucor Beverages Ltd 1.4 1.5 1.5 1.6
E2 Coca-Cola Amatil (NZ) Ltd 1.5 1.5 1.5 1.5
Powerade Coca-Cola Amatil (NZ) Ltd 1.1 1.2 1.2 1.3
Citrus Tree Frucor Beverages Ltd 1.1 1.1 1.1 1.2
Bundaberg Bundaberg Brewed Drinks 1.0 1.1 1.2 1.2
Pty Ltd
Kiwi Blue Coca-Cola Amatil (NZ) Ltd 0.8 0.8 0.7 0.8
Diet 7-Up Frucor Beverages Ltd 0.6 0.8 0.8 0.7
Pinto Pinto Fruit Juice Ltd 0.6 0.6 0.6 0.6
Mirinda Frucor Beverages Ltd 0.7 0.7 0.6 0.6
Mizone Frucor Beverages Ltd 0.4 0.5 0.5 0.5
Ribena GlaxoSmithKline New 0.7 0.6 0.5 0.5
Zealand Ltd
Simply Squeezed Frucor Beverages Ltd - - - 0.5
Deep Spring Coca-Cola Amatil (NZ) Ltd 0.6 0.5 0.5 0.5
Royal Crown Bundaberg Brewed Drinks 0.3 0.3 0.4 0.5
Pty Ltd
7-Up Frucor Beverages Ltd 0.5 0.5 0.5 0.4
Caffeine Free Diet Coca-Cola Amatil (NZ) Ltd 0.4 0.5 0.4 0.4
Coke
Charlie's Charlie's Group Ltd 0.3 0.3 0.4 0.4
Vanilla Coke Coca-Cola Amatil (NZ) Ltd 0.4 0.4 0.4 0.4
Mountain Dew Frucor Beverages Ltd 0.3 0.3 0.3 0.3
Grapetiser Frucor Beverages Ltd - - 0.3 0.3
Demon Energy Products Ltd - 0.1 0.3 0.3
Appletiser Frucor Beverages Ltd - - 0.3 0.3
Aqua Shot Coca-Cola Amatil (NZ) Ltd 0.3 0.3 0.3 0.3
Simply Squeezed Brownlie Brothers Ltd 0.4 0.5 0.5 -
Sun Spray Goodman Fielder New 0.3 0.1 - -
Zealand Ltd
Private label Private Label 4.0 3.7 3.9 3.7
Others 10.5 8.3 7.4 7.7
Total 100.0 100.0 100.0 100.0
Source: Trade associations, trade press, company research, trade interviews, Euromonitor International estimates
Note: Excludes powder concentrates
Table 17 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2009
% off-trade volume
Company 2005 2006 2007 2008 2009
Coca-Cola Amatil (NZ) Ltd 52.7 52.5 52.6 52.4 53.1
Frucor Beverages Ltd 19.9 20.7 21.5 21.9 22.8
Old Fashioned Foods Ltd - 7.8 7.9 7.9 6.3
Cerebos Gr

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By sector: Coffee (in Hot drinks)

By market: New Zealand (in Oceania)