The Spanish Soft Drinks Market: What Consumers Drink and Why?

The Spanish Soft Drinks Market: What Consumers Drink and Why?

Published: October 2013
Publisher: Canadean Ltd
Product ref: 185331
Pages: 92
Format: PDF
Delivery: By product vendor

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Product Synopsis
This report provides the results for the Soft Drinks market in Spain from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape
Why was the report written?
Marketers in the Soft Drinks market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Soft Drinks market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?
As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 2008–2009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Consumers have traded down in more essential product categories such as Bottled Water and Juices, while consumption has declined in product categories such as Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, and Ready to Drink products. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the Medium and Heavy frequency bands and the amount of Non-users should decrease.

What are the key drivers behind recent market changes?
Consumers’ uptake of products and the influence of consumer trends are fundamental causes of change in markets – making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?
The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits
Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Bottled Water, Sparkling Soft Drinks, Concentrates, Functional Drinks, Smoothies, Juices, and Ready To Drink Tea & Coffee.

Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues
Consumption of Ready to Drink Tea & Coffee is low across all age groups, indicating that Ready to Drink Tea & Coffee has so far been unsuccessful in engaging Spanish consumers. Consumption does increase slightly among Tweens & Early Teens, indicating that they may be the most profitable target audience and that their consumption may continue as these consumers transition into older age groups, increasing overall consumption in future.

Consumption frequency of Bottled Water is highest among Kids & Babies, indicating that parents make an effort to ensure their children are hydrated at all times.

Key Highlights
Consumer segmentation by cohort group reveals that Older Consumers in Spain have the largest value share in the overall Soft Drinks market in the country, followed by Pre-Mid-Lifers and Mid-Lifers. This indicates marketing planners are likely to give increased importance to consumers in older age groups.

The Better Off wealth group has the largest share of the Soft Drinks market in Spain. The weak state of the Spanish economy has led to a strong decrease in the discretionary spending of this wealth group, suggesting that consumers will value quality products at below-premium prices.

Brand analysis suggests private labels have significant consumer penetration in the Soft Drinks market in Spain. Other than the Sparkling Soft Drinks segment, where global beverage manufacturers operate, private labels compete strongly with brands in all other Soft Drink segments.

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Related research categories

By sector: Soft drinks, General drinks


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