Survival of the Fittest in Highly Commercialised Drinks Markets

Introduction

Scope

Objectives of the Drinking Habits Series

Objectives

Setting the Scene: Saturated Zone

What Does the Developed World Drink in 2009

Key Findings

North America

North America: 2009 Snapshot

Carbonates Down but Not Out as Recession Hits

Bottled Water Growth Rate Flattens Out

Carbonates and Milk to Remain Under Pressure

North America: Key Drinks Fortunes in Economic Downturn

North America: Longer Term Trends in the Share of Throat

Opportunity Case Study: Soy Drinks in the US

US: Soy Drinks to Cannibalise Milk Sales

Western Europe

Western Europe: 2009 Snapshot

Wine Culture Holds as Wallets Get Squeezed

Milk Holds Course as Belts Tighten in 2009

Higher Value Products can Rescue Liquid Dairy

Western Europe: Key Drinks Fortunes in Economic Downturn

Western Europe: Longer Term Trends in the Share of Throat

Opportunity Case Study: Turkey

Turkey: Projected Surge in Beer, Water and Carbonates

Turkey: Imported Spirits Making Inroads

Opportunity Case Study: Dairy in Germany

Germany: Opportunities Remain Despite Maturity

Australasia

Australasia: 2009 Snapshot

Alcohol Continues to Dominate, Despite Slowdown

Beer Picks up Spirits Exiles as Wallets Tighten

Niche and Premium Categories Under Pressure

Australasia: Key Drinks Fortunes in Economic Downturn

Australasia: Longer Term Trends in the Share of Throat

Appendix 1: Evolution of the Drinks Market in North America

Water and Functional Drinks Post Big Gains

Adult Categories Prosper...

...as Population Ages

Wine Makes Share of Wallet Gain

Appendix 2: Evolution of the Drinks Market in Western Europe

Carbonates Robust While Water Surges

Milk Weakened by New Era of Health Drinks...

...And Ready-To-Drink Beverages

Wine Continues to Spearhead Spending

Appendix 3: Evolution of the Drinks Market in Australasia

Hot Coffee Makes Gains on Hot Tea

Milk Dethrones Carbonates in Decade of Change...

...And RTD Tea Piggybacked a Strong Hot Drinks Culture

Sharp Rise in RTDs Premixes Weakens Beer Spend

Definitions

General Definitions

Alcoholic Drinks Definitions

Hot Drinks Definitions

Liquid Dairy Definitions

Soft Drinks Definitions

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