The New Europe: Marketing Opportunities in the Enlarged EU
Get immediate access to strategic market analysis when you buy reports online
Chapters: 8 | Tables: 54 | Publication date: Mar 2007
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
Regional coverage
Western Europe; Eastern Europe; North America; Latin America; Asia-Pacific; Oceania; Africa and the Middle East
Table of contents
1. EXECUTIVE SUMMARY
1.1 DEMAND FACTORS
Summary 1 SWOT Analysis of EU-8 and Newly Acceded Countries 2006
1.2 CONSUMER MARKET TRENDS
Chart 1 Sales by Market in New Europe and Newly Acceded Countries 2001/2006
1.3 COMPANY DEVELOPMENTS
1.4 RETAIL DEVELOPMENTS
OUTLOOK
Chart 2 Forecast Sales by Market in the New Europe and Newly Acceded Countries 2006/2011
2. INTRODUCTION AND OVERVIEW
2.1 DEFINITIONS
2.2 HISTORICAL DEVELOPMENT OF THE EU
Summary 2 Historical Development of the EU 1951-2007
2.3 EU GOALS AND ENTRY CRITERIA
Copenhagen criteria
2.4 ENTRY TO THE EURO-ZONE
EU-8 countries
3. SOCIOECONOMIC DRIVERS
3.1 ECONOMIC INDICATORS
GDP growth
Table 1 GDP Growth in the EU 2000-2005
Chart 3 Total GDP in the EU-8 and Newly Acceded Countries 2005
Chart 4 Per Capita GDP in the EU-8 and Newly Acceded Countries 2005
Inflation
Chart 5 Inflation Rate 2005
Chart 6 General Government Budget Surplus/Deficit as a % of GDP 2005
3.2 INCOME AND EXPENDITURE
Disposable income
Table 2 Per Capita Disposable Income in the EU 2000-2005
Consumer expenditure
Table 3 Total Consumer Expenditure in the EU 2000-2005
3.3 DEMOGRAPHIC FACTORS
Table 4 EU Populations 2000-2005
3.4 MIGRATION
Chart 7 Net Migration in the EU 2005
3.5 TRADE AND AGRICULTURE
Free movement of goods
Reform of the CAP
Organic farming in the Czech Republic
Restrictions on newly acceded countries
Manufacturing boosted by FDI
4. CONSUMER MARKET OPPORTUNITIES
4.1 PACKAGED FOODS
Sales nearly double in Bulgaria and Romania
Convenience and quality are key trends
Poland leads the pack
Hungary leads by per capita spend
Romanian market remains unsophisticated
Rising spending power boosts Bulgarian market
Slovakian growth fuelled by spread of supermarkets
Table 5 Sales of Packaged Foods by Country Group 2001/2006
Table 6 Sales of Packaged Food by Country 2001/2006
4.2 ALCOHOLIC DRINKS
Estonia and Romania see strongest growth
Vodka gives way to other spirits and wine
Abolition of import duties benefits foreign brands
Spirits sees trend towards premium brands
Growing incomes create higher demand for wine
Counterfeit wine remains a problem
White wine dominates in region
Table 7 Sales of Alcoholic Drinks by Country Group 2001/2006
Table 8 Sales of Alcoholic Drinks by Country 2001/2006
4.3 SOFT DRINKS
Healthier drinks fuel growth
Polish consumers become more demanding
New labelling rules in the Czech Republic
Slovakians remain price-sensitive
Table 9 Sales of Soft Drinks by Country Group 2001/2006
Table 10 Sales of Soft Drinks by Country 2001/2006
4.4 COSMETICS AND TOILETRIES
Bulgaria and Romania beginning to develop
Direct sales channel fuels growth
Poland leads the way
Younger generations behind growth in Czech Republic
Advertising stepped up in Romania
Baltic consumers more price sensitive
Table 11 Sales of Cosmetics and Toiletries by Country Group 2001/2006
Table 12 Sales of Cosmetics and Toiletries by Country 2001/2006
4.5 OTC PRODUCTS
Increased focus on personal health drives sales
Government switches contribute to growth
Poland leads the way
Smoking cessation aids benefit from stricter tobacco regulations
Table 13 Sales of OTC Products by Country Group 2001/2006
Table 14 Sales of OTC Products by Country 2001/2006
4.6 CONSUMER FOODSERVICE
Fastest growth in newly acceded countries
International chains bring about structural changes
Case Study: The Rise of Coffee Shops
Poland most developed consumer foodservice market
Romania sees dramatic growth
Baltic states remain underdeveloped
Table 15 Sales of Consumer Foodservice by Country Group 2001/2006
Table 16 Sales of Consumer Foodservice by Country 2001/2006
5. COMPANY DEVELOPMENTS
5.1 PACKAGED FOOD COMPANIES
Nestlé and Groupe Danone have strongest presence
Shelf-stable products offer growth potential
Dairy market remains highly fragmented
PepsiCo strengthens snack foods position
Royal Numico dominates baby food market
Table 17 Packaged Food: Shares of Key International Players in Selected Markets 2005
5.2 COSMETICS AND TOILETRIES COMPANIES
Local companies struggle to compete
Procter & Gamble and Avon remain ahead of rivals
L’Oréal is relative latecomer
Table 18 Cosmetics and Toiletries: Shares of Key International Players in Selected Markets 2005
5.3 OTC COMPANIES
GlaxoSmithKline is leading OTC player
Czech Republic remains dominated by local player Zentiva
Table 19 OTC: Shares of Key International Players in Selected Markets 2005
6. RETAILING DEVELOPMENTS
6.1 FOOD RETAILING TRENDS
Independent grocers still take highest share of food sales
Rapid expansion of hypermarkets and supermarkets
Discounters benefit from good quality/prices ratio
Convenience stores also on the rise
Chart 8 Food Sales by Channel in the Old Europe 2005
Chart 9 Food Sales by Channel in the New Europe 2005
Chart 10 Food Sales by Channel in the Newly Acceded Countries 2005
6.2 NON-FOOD RETAILING TRENDS
New shopping centres attract non-food multinationals
Direct sales channels of particular importance for cosmetics and toiletries
6.3 RETAILER DEVELOPMENTS
Retailers remains fragmented
Lidl expands aggressively
Race to enter Romania
Table 20 Retailers’ Market Shares in Selected Markets 2005
Table 21 Grocery Retailers’ Market Shares in Selected Markets 2005
Case Study: Tesco
Summary 3 Tesco: Development in Selected EU-8 Markets 2005
6.4 PRIVATE LABEL TRENDS
Discounters fuel private label growth
Hungary has most advanced private label industry
Brands fight back in Poland
6.5 TRENDS IN INTERNET RETAILING
Falling Internet prices contribute to growth in Poland
Czech banks introduce secure payments
Internet sales hampered in Romania and Bulgaria by on-line payment difficulties
Hungarian e-commerce remains undeveloped
Table 22 Number of Internet Users by Country 2000-2005
7. MARKET SNAPSHOTS
7.1 CZECH REPUBLIC
Summary 4 Czech Republic: Key Facts 2007
Economic picture
Table 23 Czech Republic: Economic Indicators 2000-2005
Market trends
Chart 11 Czech Republic: Sales in Selected Markets 2001/2006
7.2 ESTONIA
Summary 5 Estonia: Key Facts
Economic picture
Table 24 Estonia: Economic Indicators 2000-2005
Market trends
Chart 12 Estonia: Sales in Selected Markets 2001/2006
7.3 HUNGARY
Summary 6 Hungary: Key Facts
Economic picture
Table 25 Hungary: Economic Indicators 2000-2005
Market trends
Chart 13 Hungary: Sales in Selected Markets 2001/2006
7.4 LATVIA
Summary 7 Latvia: Key Facts
Economic picture
Table 26 Latvia: Economic Indicators 2000-2005
Market trends
Chart 14 Latvia: Sales in Selected Markets 2001/2006
7.5 LITHUANIA
Summary 8 Lithuania: Key Facts
Economic picture
Table 27 Lithuania: Economic Indicators 2000-2005
Market trends
Chart 15 Lithuania: Sales in Selected Markets 2001/2006
7.6 POLAND
Summary 9 Poland: Key Facts
Economic picture
Table 28 Poland: Economic Indicators 2000-2005
Market trends
Chart 16 Poland: Sales in Selected Markets 2001/2006
7.7 SLOVAKIA
Summary 10 Slovakia: Key Facts
Economic picture
Table 29 Slovakia: Economic Indicators 2000-2005
Market trends
Chart 17 Slovakia: Sales in Selected Markets 2001/2006
7.8 SLOVENIA
Summary 11 Slovenia: Key Facts
Economic picture
Table 30 Slovenia: Economic Indicators 2000-2005
Market trends
Chart 18 Slovenia: Sales in Selected Markets 2001/2006
8. FUTURE OUTLOOK
8.1 FUTURE ENLARGEMENT OF THE EU
Candidate countries
Potential candidate countries
Summary 12 Potential EU Enlargement
8.2 ECONOMIC OUTLOOK
Polish growth hindered by high unemployment
Latvia to see highest GDP growth rate over forecast period
Consumer confidence high in Estonia
Strong growth expected for Lithuania, Czech Republic and Slovakia
Newest members still face challenges
Euro to boost Slovenia’s exports
Table 31 Forecast GDP Growth in EU-8 and Newly Acceded Countries 2006-2010
8.3 RETAIL OUTLOOK
Large retailers plan further expansion in region
Still plenty of growth potential for hard discounters
Internet retailing set to take off once teething problems are overcome
8.4 MARKET TRENDS AND FORECASTS
Companies will keep coming
Packaged goods to see trend towards premiumisation
Food industry to see further consolidation
Growing concern over personal appearance and wellbeing
Table 32 Forecast Sales of Selected Markets in the New Europe and Newly Acceded Countries 2006-2011
8.5 SECTOR FORECASTS
Packaged foods
Table 33 Forecast Shares of Packaged Foods by Country Group 2001/2006/2011
Table 34 Forecast Sales of Packaged Foods by Country 2006-2011
Alcoholic drinks
Table 35 Forecast Shares of Alcoholic Drinks by Country Group 2001/2006/2011
Table 36 Forecast Sales of Alcoholic Drinks 2006-2011
Soft Drinks
Table 37 Forecast Shares of Soft Drinks by Country Group 2001/2006/2011
Table 38 Forecast Sales of Soft Drinks 2006-2011
Cosmetics and toiletries
Table 39 Forecast Shares of Cosmetics and Toiletries by Country Group 2001/2006/2011
Table 40 Forecast Sales of Cosmetics and Toiletries by Country 2006-2011
OTC products
Table 41 Forecast Shares of OTC Products by Country Group 2001/2006/2011
Table 42 Forecast Sales of OTC Products by Country 2006-2011