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.

Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.

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• Get insight into trends in market performance
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• 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

Demand driven by natural and premium offers

Despite strong value sales growth, off-trade volume sales of soft drinks in New Zealand improved slowly in 2008 due to the new health concerns impacting carbonates. However, the industry witnessed continued premiumisation and the increasingly strong appeal of bottled water, and sports and energy drinks, as health and well being and functionality took the lead roles in the purchasing decisions of consumers of soft drinks.

Volume sales hit by new health concerns

Soft drinks was severely affected by the new health concerns about artificial sweeteners, especially aspartame, present in low calorie and calorie-free carbonates. During the review period, reduced sugar and sugar-free carbonates recorded phenomenal growth, largely due to the launch of Coca-Cola Zero. This new brand has been termed the mega launch of the 21st Century and it is set to improve the fortunes of cola carbonates as health and school authorities actively support healthier beverage options. The new health concerns have created some confusion as consumers change their drink choices, including the accommodation of full-sugar standard carbonates. Furthermore, new environmental concerns about bottled water came into sharper focus. The consumer perceives that the environmental cost of bottled water packaging and transportation far exceeds the benefits of freely available good quality tap water and home purification systems.

Cola giant’s increases focus on non-carbonates

The leading company in soft drinks, Coca-Cola Amatil (NZ) Ltd continued to move away from its heavy reliance on carbonates, increasing its focus on non-carbonates and alcoholic beverages. While the company was also busy educating consumers about the “perceived” harmful properties of artificial sweeteners in 2008, it was also at the forefront of new product launches in dynamic niches such as sports and energy drinks. The second ranked company in soft drinks, Frucor Beverages Ltd (Groupe Danone), is a diverse player with a significant role in fruit/vegetable juice, bottled water and functional drinks. In 2008, after several months of speculation, Frucor Beverages was sold to the Japanese brewing giant, Suntory Ltd.

Grocery channel continues to dominate retail distribution

The widening of the soft drinks repertoire to accommodate non-traditional types including bottled water, sports and energy drinks led supermarkets/hypermarkets to increasingly change their offers. This flexibility helped supermarkets/hypermarkets to maintain its dominance of off-trade distribution in 2008. Although small grocery retailers still met individual local demand, the mainstreaming of non-traditional soft drinks, the planned nature of purchases made by many consumers and lower prices and regular discounting made supermarkets/hypermarkets more attractive to consumers.

Steady growth expected over the forecast period

Despite the poor household spending outlook, consumer spending patterns on basic products are largely expected to remain unaltered over the forecast period. Accordingly, soft drinks is expected to enjoy renewed consumer interest and much of the forecast growth is expected from non-traditional alternatives such as sports and energy drinks and bottled water. These product types provide not only refreshment but also added functionality and the benefits of natural ingredients.

Table of contents

SOFT DRINKS IN NEW ZEALAND : MARKET INSIGHT

EXECUTIVE SUMMARY

Demand driven by natural and premium offers

Volume sales hit by new health concerns

Cola giant’s increases focus on non-carbonates

Grocery channel continues to dominate retail distribution

Steady growth expected over the forecast period

KEY TRENDS AND DEVELOPMENTS

Healthier image tarnished by the aspartame issue

Bringing consumer confidence back to soft drinks

Guidelines on sales of food and soft drinks in schools

On-trade sales grow faster, but for how long?

Mergers and acquisitions add dynamism to soft drinks

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2003-2008

Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2003-2008

Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2003-2008

Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2003-2008

Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008

Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2008

Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2008

Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2008

Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2003-2008

Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2003-2008

Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2003-2008

Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2003-2008

Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2008

Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2005-2008

Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2008

Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2005-2008

Table 17 Company Shares of Off-trade Soft Drinks by Value 2004-2008

Table 18 Brand Shares of Off-trade Soft Drinks by Value 2005-2008

Table 19 Penetration of Private Label (as sold) by Sector by Volume 2003-2008

Table 20 Penetration of Private Label by Sector by Value 2003-2008

Table 21 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2008

Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2008-2013

Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2008-2013

Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2008-2013

Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2008-2013

Table 26 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2008-2013

Table 27 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2008-2013

Table 28 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2008-2013

Table 29 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2008-2013

APPENDIX

Fountain Sales in New Zealand

SECTOR DATA

Table 30 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2003-2008

Table 31 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2003-2008

Table 32 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2008

Table 33 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2005-2008

Table 34 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2008

Table 35 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2005-2008

Table 36 Company Shares of Concentrates (RTD) by Off-trade Volume 2004-2008

Table 37 Brand Shares of Concentrates (RTD) by Off-trade Volume 2005-2008

Table 38 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2008-2013

Table 39 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2008-2013

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 2008

BROWNLIE BROTHERS LTD - SOFT DRINKS - NEW ZEALAND

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Brownlie Brothers Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 6 Brownlie Brothers Ltd: Production Statistics 2007

COMPETITIVE POSITIONING

Table 40 Summary3 Brownlie Brothers Ltd: Competitive Position 2008

CHARLIE’S GROUP LTD - SOFT DRINKS - NEW ZEALAND

STRATEGIC DIRECTION

KEY FACTS

Summary 7 Charlie’s Group Ltd: Key Facts

Summary 8 Charlie’s Group Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 9 Charlie’s Group Ltd: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 10 Charlie’s Group Ltd: Competitive Position 2008

FRUCOR BEVERAGES LTD - SOFT DRINKS - NEW ZEALAND

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Frucor Beverages Ltd: Key Facts

Summary 12 Frucor Beverages Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 13 Frucor Beverages Ltd: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 14 Frucor Beverages Ltd: Competitive Position 2008

OLD FASHIONED FOODS LTD - SOFT DRINKS - NEW ZEALAND

STRATEGIC DIRECTION

KEY FACTS

Summary 15 Old Fashioned Foods Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 16 Old Fashioned Foods Ltd: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 17 Old Fashioned Foods Ltd: Competitive Position 2008

PINTO FRUIT JUICE LTD - SOFT DRINKS - NEW ZEALAND

STRATEGIC DIRECTION

KEY FACTS

Summary 18 Pinto Fruit Juice Ltd: Key Facts

COMPANY BACKGROUND

PRODUCTION

Summary 19 Pinto Fruit Juice Ltd: Production Statistics 2007

COMPETITIVE POSITIONING

Summary 20 Pinto Fruit Juice Ltd: Competitive Position 2008

CARBONATES IN NEW ZEALAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 41 Low Calorie Carbonates by Subsector

Table 42 Off-trade Sales of Carbonates by Subsector: Volume 2003-2008

Table 43 Off-trade Sales of Carbonates by Subsector: Value 2003-2008

Table 44 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2003-2008

Table 45 Off-trade Sales of Carbonates by Subsector: % Value Growth 2003-2008

Table 46 On-trade vs Off-trade Sales of Carbonates: Volume 2003-2008

Table 47 On-trade vs Off-trade Sales of Carbonates: Value 2003-2008

Table 48 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2003-2008

Table 49 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2003-2008

Table 50 Company Shares of Carbonates by Off-trade Volume 2004-2008

Table 51 Brand Shares of Carbonates by Off-trade Volume 2005-2008

Table 52 Company Shares of Carbonates by Off-trade Value 2004-2008

Table 53 Brand Shares of Carbonates by Off-trade Value 2005-2008

Table 54 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2008-2013

Table 55 Forecast Off-trade Sales of Carbonates by Subsector: Value 2008-2013

Table 56 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2008-2013

Table 57 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2008-2013

FRUIT/VEGETABLE JUICE IN NEW ZEALAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 58 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2003-2008

Table 59 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2003-2008

Table 60 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2003-2008

Table 61 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2003-2008

Table 62 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2008

Table 63 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2008

Table 64 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2008

Table 65 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2008

Table 66 Chilled Vs Ambient Not From Concentrate 100% Juice: % Analysis 2003-2008

Table 67 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2008

Table 68 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2005-2008

Table 69 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2008

Table 70 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2005-2008

Table 71 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2008-2013

Table 72 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2008-2013

Table 73 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2008-2013

Table 74 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2008-2013

BOTTLED WATER IN NEW ZEALAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Institutional Bottled Water Sales

Table 75 Sales of Bottled Water to Institutional Channel 2003-2008

Table 76 Off-trade Sales of Bottled Water: Volume 2003-2008

Table 77 Off-trade Sales of Bottled Water: Value 2003-2008

Table 78 Off-trade Sales of Bottled Water: % Volume Growth 2003-2008

Table 79 Off-trade Sales of Bottled Water: % Value Growth 2003-2008

Table 80 Company Shares of Bottled Water by Off-trade Volume 2004-2008

Table 81 Brand Shares of Bottled Water by Off-trade Volume 2005-2008

Table 82 Company Shares of Bottled Water by Off-trade Value 2004-2008

Table 83 Brand Shares of Bottled Water by Off-trade Value 2005-2008

Table 84 Forecast Off-trade Sales of Bottled Water: Volume 2008-2013

Table 85 Forecast Off-trade Sales of Bottled Water: Value 2008-2013

Table 86 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2008-2013

Table 87 Forecast Off-trade Sales of Bottled Water: % Value Growth 2008-2013

FUNCTIONAL DRINKS IN NEW ZEALAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 88 Off-trade Sales of Functional Drinks by Subsector: Volume 2003-2008

Table 89 Off-trade Sales of Functional Drinks by Subsector: Value 2003-2008

Table 90 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2003-2008

Table 91 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2003-2008

Table 92 Company Shares of Functional Drinks by Off-trade Volume 2004-2008

Table 93 Brand Shares of Functional Drinks by Off-trade Volume 2005-2008

Table 94 Company Shares of Functional Drinks by Off-trade Value 2004-2008

Table 95 Brand Shares of Functional Drinks by Off-trade Value 2005-2008

Table 96 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2008-2013

Table 97 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2008-2013

Table 98 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2008-2013

Table 99 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2008-2013

CONCENTRATES IN NEW ZEALAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Concentrates Conversions

Table 100 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

Table 101 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2003-2008

Table 102 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2003-2008

Table 103 Off-trade Sales of Concentrates by Subsector: Value 2003-2008

Table 104 Off-trade Sales of Concentrates by Subsector: % Value Growth 2003-2008

Table 105 Company Shares of Concentrates by Off-trade Value 2004-2008

Table 106 Brand Shares of Concentrates by Off-trade Value 2005-2008

Table 107 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2008-2013

Table 108 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2008-2013

Table 109 Forecast Off-trade Sales of Concentrates by Subsector: Value 2008-2013

Table 110 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2008-2013

RTD TEA IN NEW ZEALAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

RTD COFFEE IN NEW ZEALAND

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

SECTOR DATA

Table 111 Off-trade Sales of RTD Coffee: Volume 2003-2008

Table 112 Off-trade Sales of RTD Coffee: Value 2003-2008

Table 113 Off-trade Sales of RTD Coffee: % Volume Growth 2003-2008

Table 114 Off-trade Sales of RTD Coffee: % Value Growth 2003-2008

Table 115 Company Shares of RTD Coffee by Off-trade Volume 2004-2008

Table 116 Brand Shares of RTD Coffee by Off-trade Volume 2005-2008

Table 117 Company Shares of RTD Coffee by Off-trade Value 2004-2008

Table 118 Brand Shares of RTD Coffee by Off-trade Value 2005-2008

Table 119 Forecast Off-trade Sales of RTD Coffee: Volume 2008-2013

Table 120 Forecast Off-trade Sales of RTD Coffee: Value 2008-2013

Table 121 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2008-2013

Table 122 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2008-2013