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

Published: October 2013

Publisher: Canadean Ltd

Product ref: 185331

Pages: 92

Format: PDF

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Price: $ 3995.00

Report description

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.

Table of contents

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Soft Drinks Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Bottled Water
3.2.2 Concentrates
3.2.3 Functional Drinks
3.2.4 Juices
3.2.5 Ready To Drink Tea & Coffee
3.2.6 Smoothies
3.2.7 Sparkling Soft Drinks
3.3 Behavioral Trends and Market Value
3.3.1 Bottled Water
3.3.2 Concentrates
3.3.3 Functional Drinks
3.3.4 Juices
3.3.5 Ready To Drink Tea & Coffee
3.3.6 Smoothies
3.3.7 Sparkling Soft Drinks
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Bottled Water
4.1.2 Concentrates
4.1.3 Functional Drinks
4.1.4 Juices
4.1.5 Ready To Drink Tea & Coffee
4.1.6 Smoothies
4.1.7 Sparkling Soft Drinks
4.2 Consumer Profiles by Product Category
4.2.1 Bottled Water
4.2.2 Concentrates
4.2.3 Functional Drinks
4.2.4 Juices
4.2.5 Ready To Drink Tea & Coffee
4.2.6 Smoothies
4.2.7 Sparkling Soft Drinks
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Soft Drinks Brand Choice and Private Label Consumer Penetration
5.2.1 Bottled Water
5.2.2 Concentrates
5.2.3 Functional Drinks
5.2.4 Juices
5.2.5 Ready To Drink Tea & Coffee
5.2.6 Smoothies
5.2.7 Sparkling Soft Drinks
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Soft Drinks
6.1.2 Bottled Water
6.1.3 Concentrates
6.1.4 Functional Drinks
6.1.5 Juices
6.1.6 Ready To Drink Tea & Coffee
6.1.7 Smoothies
6.1.8 Sparkling Soft Drinks
7 Consumption Impact: Market Valuation
7.1 Soft Drinks Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Soft Drinks Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Soft Drinks Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Soft Drinks
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Bottled Water
8.2.2 Retail Share by Volume - Concentrates
8.2.3 Retail Share by Volume - Functional Drinks
8.2.4 Retail Share by Volume - Juices
8.2.5 Retail Share by Volume - Ready To Drink Tea & Coffee
8.2.6 Retail Share by Volume - Smoothies
8.2.7 Retail Share by Volume - Sparkling Soft Drinks
8.3 Profiles of End-Consumers of Soft Drinks, by Retailer Used
8.3.1 Auchan
8.3.2 Carrefour
8.3.3 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables
Table 1: Volume Units for the Soft Drinks Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Spain Survey Respondent profile (weighted), 2012
Table 4: Spain Soft Drinks Value Share (%), by Age Groups, 2012
Table 5: Spain Soft Drinks Value Share (%), by Gender, 2012
Table 6: Spain Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Spain Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Spain Soft Drinks Value Share (%) by Wealth Groups, 2012
Table 9: Spain Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Table 10: Spain Bottled Water Consumer Group Share (% market value), 2012
Table 11: Spain Concentrates Consumer Group Share (% market value), 2012
Table 12: Spain Functional Drinks Consumer Group Share (% market value), 2012
Table 13: Spain Juices Consumer Group Share (% market value), 2012
Table 14: Spain Ready To Drink Tea & Coffee Consumer Group Share (% market value), 2012
Table 15: Spain Smoothies Consumer Group Share (% market value), 2012
Table 16: Spain Sparkling Soft Drinks Consumer Group Share (% market value), 2012
Table 17: Spain Total Bottled Water Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 18: Spain Total Concentrates Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 19: Spain Total Functional Drinks Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 20: Spain Total Juices Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 21: Spain Total Ready To Drink Tea & Coffee Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 22: Spain Total Smoothies Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 23: Spain Total Sparkling Soft Drinks Value (euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 24: Spain Bottled Water Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 25: Spain Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 26: Spain Concentrates Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 27: Spain Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 28: Spain Functional Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 29: Spain Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 30: Spain Juices Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 31: Spain Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 32: Spain Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 33: Spain Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 34: Spain Smoothies Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 35: Spain Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 36: Spain Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 37: Spain Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 38: Spain Bottled Water Consumer Profiles (% consumers by sub-group), 2012
Table 39: Spain Concentrates Consumer Profiles (% consumers by sub-group), 2012
Table 40: Spain Functional Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 41: Spain Juices Consumer Profiles (% consumers by sub-group), 2012
Table 42: Spain Ready To Drink Tea & Coffee Consumer Profiles (% consumers by sub-group), 2012
Table 43: Spain Smoothies Consumer Profiles (% consumers by sub-group), 2012
Table 44: Spain Sparkling Soft Drinks Consumer Profiles (% consumers by sub-group), 2012
Table 45: Spain Soft Drinks Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 46: Spain Bottled Water Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 47: Spain Concentrates Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 48: Spain Functional Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 49: Spain Juices Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 50: Spain Ready To Drink Tea & Coffee Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 51: Spain Smoothies Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 52: Spain Sparkling Soft Drinks Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 53: Spain, Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 54: Spain, Bottled Water: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 55: Spain, Concentrates: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 56: Spain, Functional Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 57: Spain, Juices: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 58: Spain, Ready To Drink Tea & Coffee: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 59: Spain, Smoothies: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 60: Spain, Sparkling Soft Drinks: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 61: Spain Soft Drinks Market Value (euro million), by Category, 2012
Table 62: Spain Soft Drinks Market Value (US$ million), by Category, 2012
Table 63: Spain Soft Drinks Market Volume (Ltrs m), by Category, 2012
Table 64: Spain Soft Drinks Market Value (US$ million), by Category, 2012
Table 65: Spain Soft Drinks Expenditure Per Capita (euro), by Category, 2012
Table 66: Spain Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Table 67: Spain Soft Drinks Expenditure Per Household (euro), by Category
Table 68: Spain Soft Drinks Expenditure Per Household (US$), by Category
Table 69: Spain Soft Drinks Market Volume (Ltrs m), by Category, 2012
Table 70: Spain Soft Drinks Consumption Per Capita (Ltrs), by Category, 2012
Table 71: Spain Soft Drinks Consumption Per Household (Ltrs), by Category, 2012
Table 72: Spain Soft Drinks Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 73: Spain Bottled Water Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 74: Spain Concentrates Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 75: Spain Functional Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 76: Spain Juices Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 77: Spain Ready To Drink Tea & Coffee Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 78: Spain Smoothies Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 79: Spain Sparkling Soft Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 80: Spain: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 81: Spain: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 82: Spain: Profile of Soft Drinks Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures
Figure 1: Consumer Trends Report Methodology
Figure 2: Spain Soft Drinks Value Share (%), by Age Groups, 2012
Figure 3: Spain Soft Drinks Value Share (%), by Gender, 2012
Figure 4: Spain Soft Drinks Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Spain Soft Drinks Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Spain Soft Drinks Value Share (%) by Wealth Groups, 2012
Figure 7: Spain Soft Drinks Value Share (%) by Busy Lives Groups, 2012
Figure 8: Spain Bottled Water Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Spain Bottled Water Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Spain Concentrates Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Spain Concentrates Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Spain Functional Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Spain Functional Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Spain Juices Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 15: Spain Juices Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 16: Spain Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 17: Spain Ready To Drink Tea & Coffee Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 18: Spain Smoothies Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 19: Spain Smoothies Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 20: Spain Sparkling Soft Drinks Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 21: Spain Sparkling Soft Drinks Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 22: Spain Soft Drinks Market Share (US$ million), by Category, 2012
Figure 23: Spain Soft Drinks Expenditure Per Capita (US$), by Category, 2012
Figure 24: Spain Soft Drinks Expenditure Per Household (US$), by Category
Figure 25: Spain Soft Drinks Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 26: Spain Bottled Water Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 27: Spain Concentrates Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 28: Spain Functional Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 29: Spain Juices Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 30: Spain Ready To Drink Tea & Coffee Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 31: Spain Smoothies Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 32: Spain Sparkling Soft Drinks Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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By sector: Soft drinks, General drinks