The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreJul 2015
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Looking at companies’ and brands’ performances in retail sales value terms rather than volumes offers a very different perspective on alcoholic drinks. In the first of two briefings, Euromonitor International looks at the overall alcoholic drinks market in value terms, before focusing on the beer and cider/perry categories, emphasising that it is not all about the volumes.
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While the top five rankings of the leading alcoholic drinks companies by volume are dominated by brewers, this not the case in value terms, with the leading international spirits companies Diageo and Pernod Ricard within in the top five.
As can be seen when examining the value sales split of alcoholic drinks companies which are present in different alcoholic drink categories, most notably Diageo, RTDs/high strength premixes and spirits potentially offer better returns.
Heineken is the world’s third biggest brewer by volume value sales, behind SABMiller. However, in value terms, Heineken is ahead of SABMiller, aided by a greater focus on the premium segment and higher value mature markets.
It is not just about achieving volume sales –to maximise returns, companies also need to focus on the high value countries, which are often mature, as well as on the high value categories within those markets, as A-B InBev shows in its contrasting fortunes in the US and UK.
Due to private label sales only being in the off-trade, and in certain categories, like beer and spirits, being strongly focused on the economy end, its value share of alcoholic drinks is smaller than its volume share.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.