Soft Drinks in Mexico
Euromonitor International's Soft Drinks in Mexico 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: 182 | Publication date: May 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
The health and wellness trend reaches Mexicans
Overweight and obesity is of great concern to the Mexican government, not least because of the public health costs. Children are highly affected by such problems and it is predicted than in 15 years the public cost will reach dramatic levels. The Mexican authorities decided to attack the problem of obesity in 2007; it launched a nationwide campaign exhorting the population to lead healthier lifestyles. The campaign put special emphasis on the importance of drinking two litres of water daily and avoiding high calorie drinks such as carbonates. Bottled water brands such as Bonafont, Ciel, and Peñafiel benefited from the emerging health and wellness trend in Mexico to increase sales, supported by mass media advertisements claiming that the drinking water is good for the body. Sports drinks also benefited from this trend as more people work out or practice sport regularly.
Carbonates faces stiff competition from other soft drinks
Carbonates faces stiff competition from other soft drinks such as fruit/vegetable juice and flavoured bottled water. Non-cola carbonates are affected most, as cola carbonates offer a unique flavour much loved by Mexican consumers over the decades. The leading carbonates player, Coca-Cola Export Corp (Coca-Cola de Mexico), is seeking options that fit with the emerging health and wellness trend in Mexico. In 2007, Coca-Cola launched Coca-Cola Zero, a sugar-free alternative with the same flavour of standard Coca-Cola. In a strategic move, the company, along with FEMSA (Fomento Economico Mexicano SA de CV), acquired the second largest juice producer in Mexico, Jugos del Valle SA de CV.
Mexican lifestyles influence the soft drinks industry
Mexican consumers living in major urban areas are leading increasingly hectic lifestyles. Longer working hours and the distances between home, work or school, and high traffic volumes are encouraging a consumer shift towards products that offer convenience and practicality and are healthier options. Packaging is an important factor, too. However, Mexican consumers enjoy flavoursome beverages and they are not willing to compromise on taste. Innovation was also present through packaging and new and “exotic” flavours of bottled water, RTD tea and fruit/vegetable juice. As new soft drinks options emerge in Mexico consumers are becoming increasingly willing to experiment, forgetting brand loyalty, and demanding more innovations. In response, companies are expected to work on better segmentation strategies and new product development to target specific consumer groups.
Prices increase in 2007 due to macroeconomic factors
The Mexican economy has been stable in recent years. A new political administration at the end of 2006 initially maintained the economic stability in the country. However, global factors caused sugar and corn prices to increase, at the end of 2006 and the beginning of 2007, respectively. Sugar and fructose corn syrup are major ingredients for soft drinks, so producers transferred some of the increased costs onto the end consumer. Despite price increases, the soft drink industry recorded healthy growth rates in 2007.
Private label and economic brands increase their presence in 2007
Private label and economic brands are growing in importance in the soft drinks industry, especially in carbonates, bottled water, powder concentrates, and fruit/vegetable juice. Private label is becoming popular among low-income consumers who base their purchasing decisions on price rather than brand name. Retailers such as Wal-Mart de México SA de CV, Controladora Comercial Mexicana SA de CV - CCM, Grupo Gigante SA de CV, Organización Soriana SA de CV and Comercial Chedraui SA de CV produce private label ranges and provide them with a good position on their shelves. Economy brands are especially competitive in carbonates, and brands such as Big Cola, Red Cola, Jarritos, and Barrilitos enjoy good positions based on price and tradition.
Table of contents
SOFT DRINKS IN MEXICO : MARKET INSIGHT
EXECUTIVE SUMMARY
The health and wellness trend reaches Mexicans
Carbonates faces stiff competition from other soft drinks
Mexican lifestyles influence the soft drinks industry
Prices increase in 2007 due to macroeconomic factors
Private label and economic brands increase their presence in 2007
KEY TRENDS AND DEVELOPMENTS
Rising sugar and corn prices affect the soft drinks industry
Innovative packaging becomes an important marketing tool
Growing health concerns shape soft drinks strategies
A decline in the number of small independent stores risks sales of soft drinks
Economy brands make gains
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 Soft Drinks (RTD) by Total Volume 2003-2007
Table 14 Brand Shares of Soft Drinks (RTD) by Total Volume 2004-2007
Table 15 Company Shares of On-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 19 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 20 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 21 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 22 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 23 Penetration of Private Label (as sold) by Sector by Volume 2003-2007
Table 24 Penetration of Private Label by Sector by Value 2003-2007
Table 25 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 30 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 31 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 32 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 33 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Published Data Comparisons
Table 34 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 35 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 36 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 37 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 38 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 39 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 40 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 41 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 42 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 43 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - MEXICO
AJEMEX SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ajemex SA de CV: Key Facts
Summary 3 Ajemex SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Ajemex SA de CV: Competitive Position 2007
CADBURY BEBIDAS SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Cadbury Bebidas SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 6 Cadbury Bebidas SA de CV: Production Plants 2007
COMPETITIVE POSITIONING
Summary 7 Cadbury Bebidas SA de CV: Competitive Position 2007
COCA-COLA EXPORT CORP (COCA-COLA DE MEXICO) - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Coca-Cola Export Corp (Coca-Cola de Mexico): Key Facts
Summary 9 Coca-Cola Export Corp (Coca-Cola de Mexico): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Coca-Cola Export Corp (Coca-Cola de Mexico): Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Coca-Cola Export Corp (Coca-Cola de Mexico): Competitive Position 2007
COCA-COLA FEMSA SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Coca-Cola FEMSA SA de CV: Key Facts
Summary 13 FEMSA (Fomento Economico Mexicano SA de CV): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Coca-Cola FEMSA SA de CV: Production – plants 2007
COMPETITIVE POSITIONING
Summary 15 Coca-Cola FEMSA SA de CV: Competitive Position 2007
DANONE DE MéXICO SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Danone de México SA de CV: Key Facts
Summary 17 Danone de México SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Danone de México SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 19 Danone de México SA de CV: Competitive Position 2007
JUGOS DEL VALLE SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 20 Jugos del Valle SA de CV: Key Facts
Summary 21 Jugos del Valle SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 22 Jugos del Valle SA de CV: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 23 Jugos del Valle SA de CV: Competitive Position 2007
JUMEX SA DE CV, GRUPO - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 24 Grupo Jumex SA de CV: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 25 Grupo Jumex SA de CV: Production Plants 2007
COMPETITIVE POSITIONING
Summary 26 Grupo Jumex SA de CV: Competitive Position 2007
KRAFT FOODS DE MéXICO SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 27 Kraft Foods de México SA de CV: Key Facts
Summary 28 Kraft Foods de México SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 29 Kraft Foods de México SA de CV: Production Plants 2007
COMPETITIVE POSITIONING
Summary 30 Kraft Food de México SA de CV: Competitive Position 2007
PEPSI BOTTLING GROUP MEXICO SRL, THE - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 31 The Pepsi Bottling Group Mexico S de RL de CV: Key Facts
Summary 32 The Pepsi Bottling Group Mexico S de RL de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
PEPSI-COLA MEXICANA SA DE CV - SOFT DRINKS - MEXICO
STRATEGIC DIRECTION
KEY FACTS
Summary 33 Pepsi-Cola Mexicana SA de CV: Key Facts
Summary 34 Pepsi-Cola Mexicana SA de CV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 35 Pepsi-Cola Mexicana SA de CV: Competitive Position 2007
CARBONATES IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 44 Low Calorie Carbonates by Subsector
Table 45 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 46 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 47 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 48 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 49 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 50 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 51 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 52 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 53 Leading Flavours for Cola Carbonates: % Volume Breakdown 2003-2007
Table 54 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2003-2007
Table 55 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 56 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 57 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 58 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 59 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 60 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 61 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 62 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 63 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 64 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 65 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 66 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 67 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 68 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 69 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 70 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): % Volume Breakdown 2003-2007
Table 71 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 72 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 73 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 74 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 75 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 76 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 77 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 78 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 79 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 80 Sales of Bottled Water to Institutional Channel 2001-2007
SECTOR DATA
Table 81 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 82 Off-trade Sales of Bottled Water: Value 2002-2007
Table 83 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 84 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 85 Leading Flavours for Flavoured Bottled Water: % Volume Breakdown 2003-2007
Table 86 Leading Flavours for Functional Bottled Water: % Volume Breakdown 2003-2007
Table 87 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 88 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 89 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 90 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 91 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 92 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 93 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 94 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 95 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 96 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 97 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 98 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 99 Leading Flavours for Functional Drinks: % Volume Breakdown 2003-2007
Table 100 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 101 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 102 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 103 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 104 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 105 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 106 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 107 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Table 108 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 109 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 110 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 111 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 112 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 113 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2003-2007
Table 114 Leading Flavours for Powder Concentrates: % Volume Breakdown 2003-2007
Table 115 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 116 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 117 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 118 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 119 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 120 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 121 Flavours/Types of RTD Tea % Off-Trade Volume 2005-2007
Table 122 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 123 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 124 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 125 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 126 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 127 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 128 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 129 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 130 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 131 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 132 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 133 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 134 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN MEXICO
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 135 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 136 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 137 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 138 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 139 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 140 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 141 Leading Flavours for RTD Coffee: % Volume Breakdown 2003-2007
Table 142 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 143 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 144 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 145 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 146 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 147 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012