Soft Drinks in Azerbaijan
Euromonitor International's Soft Drinks in Azerbaijan market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, 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 new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change.
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Tables: 135 | Publication date: Apr 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Overall performance
In context of the review period, the overall performance of non-alcoholic drinks encountered impressive and dynamic volume growth. Seasonal factors played a significant role in this performance, as the summer of 2007 arrived earlier. Those categories that were in demand in 2006 were increasingly demanded at the end of the review period, also. Continuous sound performance of carbonates, bottled water and juice was driven by constant product innovations, new inflow of brands and existing fierce competition. Functional drinks experienced a wide inflow of various brands of energy drinks. However, those new drinks struggled to gain consumer acceptance, because already established brands, such as Red Bull and Pfanner, hampered their development. RTDs continued its development, Lipton, Pfanner and Nestea being the main players. Liquid and powder concentrates could not evoke popularity. Carbonates, bottled water and juice were so predominant and stable that there was no space for the development of concentrates.
Carbonates, bottled water and juice in higher demand than others
At the end of the review period, carbonates, bottled water and juice led sales volume. Carbonates continued to command a stable presence. The affordable unit prices of carbonates, compared to juice, helped producers to remain competitive. Turkish, Georgian, and Russian non-cola carbonates penetrated. Their stable performances attracted consumers, in addition to their quality and eye catching packages at reasonable prices. Price was one of the main reasons for carbonates maintaining its higher position during the review period. Price made consumers choose relatively cheaper Ukrainian and some Turkish and Russian juice brands.
Competitive environment
In the leading categories of soft drinks, alongside stable domestic brands there was fierce competition mainly between Turkish, Russian, Georgian and Ukrainian brands. There were also some German, Belarusian and Moldovan juices in Azerbaijan. Domestic producers offered a wide variety of carbonates, juice and bottled water in attractive packaging, thus improving tastes at affordable unit prices. Cola carbonates was mainly represented by domestic brands, but Georgian Pepsi and Turkish Cola carbonates sold in cans were in existence. Non-cola carbonates was much consolidated. It was represented by imported brands, with the majority being domestic products. Bottled water was led by local products. However, Akmina and Hayat Levite brands penetrated, and gained high demand. Other categories of soft drinks were completely dominated by imported brands.
Distribution trends
The main distribution channels for soft drinks were supermarkets/hypermarkets, discounters, small grocery retailers, mixed retailers, outdoor markets and other store-based retailing. Bottled water was also distributed by direct selling, mainly through office delivery. At the end of the review period, juice and carbonates were distributed via a few vending machines placed in the National Park and adjacent areas. However, sales remained low. Even during summer time, juice and carbonates did not develop, as the drinks were not distributed cold. The most popular means of distribution were independent small grocers, discounters, kiosks, and outdoor markets. The dominance of independent small grocers in sales volumes continued, even though the share of supermarkets/hypermarkets increased over the review period. Another distribution channel was mass merchandisers, such as small movable refrigerators, mainly in the parks, squares and streets. The distribution network is improving, and supermarkets/hypermarkets is the trusted channel for purchasing real leading brands.
Expected forecast performance
Over the forecast period, bottled water, juice and carbonates will remain the predominant categories. Juice-based carbonates will become priority for many consumers. Cola carbonates will continue to prevail over non-cola carbonates. However, many brands of non-cola carbonates will appear. Healthy living will drive the dynamic performance of energy drinks. RTD tea will increase in popularity, with mainly Lipton and Pfanner brands. Price sensitivity will remain essential in brand choice.
Table of contents
SOFT DRINKS IN AZERBAIJAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Overall performance
Carbonates, bottled water and juice in higher demand than others
Competitive environment
Distribution trends
Expected forecast performance
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Summary 1 Research Sources
AZPLODEXPORT LLC
Strategic Direction
Key Facts
Summary 2 Azplodexport LLC: Key Facts
Summary 3 Azplodexport LLC: Operational Indicators
Company Background
Production
Summary 4 Azplodexport LLC: Production Statistics 2007
Competitive Positioning
Summary 5 Azplodexport LLC: Competitive Position 2007
BABEK SIRAB LTD
Strategic Direction
Key Facts
Summary 6 Babek Sirab Ltd: Key Facts
Summary 7 Babek Sirab Ltd: Operational Indicators
Company Background
Production
Summary 8 Babek Sirab Ltd: Production Statistics 2007
Competitive Positioning
Summary 9 Babek Sirab Ltd: Competitive Position 2007
CARBONATES IN AZERBAIJAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 38 Low Calorie Carbonates by Subsector
Table 39 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 42 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 46 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 47 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 48 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 49 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 50 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 54 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN AZERBAIJAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 59 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 60 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 61 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 62 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 63 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 64 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 65 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 66 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN AZERBAIJAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 67 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 68 Off-trade Sales of Bottled Water: Value 2002-2007
Table 69 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 70 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 71 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 72 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 73 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 74 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 75 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 76 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 77 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 78 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
Appendix
Table 79 Sales of Bottled Water to Institutional Channel 2001-2006
FUNCTIONAL DRINKS IN AZERBAIJAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 80 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 81 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 82 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 83 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 84 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 85 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 86 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 87 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 88 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 89 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 90 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 91 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN AZERBAIJAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 92 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 93 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 94 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 95 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 96 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 97 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 98 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 99 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 100 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 101 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
Appendix
Summary 10 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
RTD TEA IN AZERBAIJAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 102 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 103 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 104 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 105 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 106 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 107 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 108 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 109 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 110 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 111 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 112 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 113 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN AZERBAIJAN
Headlines
Trends
Competitive Landscape
Prospects
Sector Data
Table 114 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 115 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 116 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 117 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 118 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 119 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 120 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 121 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 122 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 123 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 124 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 125 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012