Soft Drinks in New Zealand
Euromonitor International's Soft Drinks in New Zealand 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: 132 | Publication date: Feb 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 market performs better in 2007
The market for soft drinks in New Zealand grew in both volume and current value terms during 2007. Many new product launches which emphasised health and wellness benefits, functional appeal or faster rehydration took the driving seat to re-shape the market. Consumers traded up to better quality products and credible brands continued in 2007, as the steady economic conditions which prevailed since 2002 made the population richer and better able to afford such products. However, the market has become increasingly competitive, with leading players adopting aggressive marketing tactics to gain a larger share of sales. The compromise formula, between major soft drinks producers and the government in a bid to stop full-sugar carbonates and functional drinks in schools, also took place in 2007.
Health and wellness and functionality drive the market
Soft drinks sales in 2007 were underpinned by the revival of carbonates, with the launch of sugar-free alternatives whilst preserving the original taste benefits, the explosive expansion of bottled water and the steady demand for functional drinks. On the other hand, products perceived as unhealthier and artificial, for example concentrates, suffered the most, as many New Zealanders became aware of healthier lifestyles. Public awareness of healthier eating and drinking was also raised by government health initiatives such as the ‘five-plus-a-day’ campaign persuading consumers to increase their intake of fruit and vegetables, along with heightened awareness of obesity and government attempts to encourage healthier meal and drink alternatives by banning full-sugar soft drinks and fatty meals in schools and hospitals.
Better times for the market leader – Coca-Cola Amatil (NZ) Ltd
The market for soft drinks is highly concentrated, with two leading players, Coca-Cola Amatil (NZ) Ltd and Frucor Beverages Ltd. Coca-Cola Amatil (NZ) won the battle with a revival of its fortunes following the massive launch of Coca-Cola Zero, the biggest launch for decades undertaken by the company. The company is also expanding into other non-cola soft drinks niches, and Tab Energy is one bright spot, which set about recruiting new users to functional drinks. Frucor Beverages, the local company with an innovative approach fought hard to maintain its second position. Frucor Beverages, in a fresh bid to open new growth opportunities entered sports drinks, dominated by Powerade, which is fielded by Coca-Cola Amatil (NZ).
On-trade expanding to offer healthier soft drinks alternatives
Whilst supermarkets/hypermarkets led off-trade distribution of soft drinks, on-trade soft drinks offers are continually improving, with significant emphasis on a wider range of soft drinks to suit individual lifestyles. On-trade outlets, which previously mainly offered a limited range of soft drinks types, now stock a wide variety of soft drinks, in line with the changing face of meal offers, which take the health and wellness trend very seriously.
The market is heading for a bright future
The market for soft drinks is predicted to perform better in the forecast period. Sales will be bolstered by steady consumer confidence in healthier alternatives, with bottled water maintaining its position as the growth engine for soft drinks. Another likely good performer will be functional drinks, with good growth prospects from low calorie options. Meanwhile, fruit/vegetable juice sales are also expected to rise steadily.
Table of contents
SOFT DRINKS IN NEW ZEALAND : MARKET INSIGHT
EXECUTIVE SUMMARY
The market performs better in 2007
Health and wellness and functionality drive the market
Better times for the market leader – Coca-Cola Amatil (NZ) Ltd
On-trade expanding to offer healthier soft drinks alternatives
The market is heading for a bright future
KEY TRENDS AND DEVELOPMENTS
Soft drinks demand reflects food nutrition and healthy choices
The need for independent assurance when brands fail product claims
Healthier choices without compromising taste
Fast food outlets with untapped opportunities
A compromise formula to change drinking habits in schools
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
Published Data Comparisons
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
LOCAL COMPANY PROFILES - NEW ZEALAND
BARKER FRUIT PROCESSORS LTD - SOFT DRINKS - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Barker Fruit Processors Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 3 Barker Fruit Processors Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 4 Barker Fruit Processors Ltd: Competitive Position 2007
CHARLIE’S GROUP LTD - SOFT DRINKS - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Charlie’s Group Ltd: Key Facts
Summary 6 Charlie’s Group Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Charlie’s Group Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 8 Charlie’s Group Ltd: Competitive Position 2007
FRUCOR BEVERAGES LTD - SOFT DRINKS - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Frucor Beverages Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 10 Frucor Beverages Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Frucor Beverages Ltd: Competitive Position 2007
OLD FASHIONED FOODS LTD - SOFT DRINKS - NEW ZEALAND
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Old Fashioned Foods Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
Summary 13 Old Fashioned Foods Ltd: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 14 Old Fashioned Foods Ltd: Competitive Position 2007
CARBONATES IN NEW ZEALAND
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 NEW ZEALAND
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 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 60 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 61 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 62 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Institutional Bottled Water Sales
Table 71 Sales of Bottled Water to Institutional Channel 2001-2006
SECTOR DATA
Table 72 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 73 Off-trade Sales of Bottled Water: Value 2002-2007
Table 74 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 75 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 76 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 77 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 78 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 79 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 80 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 83 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 84 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 87 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 88 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 89 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 90 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 91 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 95 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 15 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 97 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 98 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 99 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 100 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 101 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 105 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
RTD COFFEE IN NEW ZEALAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 106 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 107 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 108 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 109 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 110 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 111 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 112 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 113 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 114 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 115 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 116 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 117 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012