全球饮料行业分析报告

1、global beverages industry profile reference code: 0199-2014 publication date: may 2004 datamonitor usa 245 fifth avenue 4th floor new york, ny 10016 usa t: +1 212 686 7400 f: +1 212 686 2626 e: datamonitor europe charles house 108-110 finchley road london nw3 5jj united kingdom t: +44 20 7675 7000 f

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10、prove to be incorrect. global - beverages datamonitor (published may 2004)page 2 executive summary executive summary market value the global beverages industry grew by 2.6% in 2003 to reach a value of $950.1 billion. market value forecast in 2008 the global beverages industry is forecast to have a v

11、alue of $1.11 trillion, an increase of 16.8% since 2003. market volume the global beverages industry grew by 3.4% in 2003 to reach a volume of 815.8 billion liters. market volume forecast in 2008 the global beverages industry is forecast to have a volume of 1.01 trillion liters, an increase of 23.6%

12、 since 2003. market segmentation i the leading source of revenue in the global beverages industry is the wine & spirits sector, which generates 39.7% of the industrys revenue. market segmentation ii the leading consumer in the global beverages industry is europe, whose consumption accounts for 37.7%

13、 of the industry by value. market share the leading company in the global beverages industry is coca-cola, which generates 2.1% of the industrys revenue. global - beverages datamonitor (published may 2004)page 3 3 7 9 10 11 12 13 14 15 17 contents table of contents executive summary chapter 1market

14、overview 1.1 1.2 1.3 market definition research highlights market analysis 7 7 8 chapter 2 chapter 3 chapter 4 chapter 5 chapter 6 chapter 7 chapter 8 market value market volume market segmentation i market segmentation ii market share competitive landscape leading companies 8.1 8.2 8.3 8.4 8.5 the

15、coca-cola company diageo plc anheuser-busch companies, inc. pepsico, inc. heineken n.v. 15 15 15 16 16 chapter 9market forecasts 9.1market value forecast17 global - beverages datamonitor (published may 2004)page 4 19 19 contents 9.2market volume forecast18 chapter 10 10.1 sources further reading 19

16、10.2 related datamonitor research global - beverages datamonitor (published may 2004)page 5 table 1: table 2: table 3: table 4: table 5: table 6: table 7: contents list of tables global beverages industry value: $ billion, 1999-2003 . 9 global beverages industry volume: liters billion, 1999-2003 . 1

17、0 global beverages industry segmentation i: % share, by value, 2003 . 11 global beverages industry segmentation ii: % share, by value, 2003 . 12 global beverages industry share: % share, by value, 2002 . 13 global beverages industry value forecast: $ billion, 2003-2008. 17 global beverages industry

18、volume forecast: liters billion, 2003-2008 . 18 global - beverages datamonitor (published may 2004)page 6 market overview chapter 1market overview 1.1 1.2 market definition the global beverages industry consists of the markets for beer, wine, spirits and soft drinks. the industry is valued at retail

19、 selling price (rsp) and values includes all applicable taxes and levies. any currency conversions included in this report have been calculated at constant 2003 exchange rates. research highlights the market is expected to accelerate slightly between 2003-2008, posting a cagr of 3.1%, compared to 2.

20、9% in the 1999-2003 period. the leading drivers of this improved growth are expected to be the increased demand for healthy soft drinks (juices and bottled water) and the rising popularity of alcoholic spirits and flavored alcoholic beverages (fabs) within the important 18-35 age group. as consumers

21、 across the globe become increasingly conscious of their health they are turning away from traditional sugar-loaded carbonated drinks toward more healthy options such as bottled water and fruit juices. global - beverages datamonitor (published may 2004)page 7 market overview 1.3market analysis the g

22、lobal beverages industry, which consists of beer, wine, spirits and soft drinks, has been growing at a stable, if not very strong rate over the last few years. all indications show that things will improve during the next few years, albeit by a small margin. the global beverages industry reached a v

23、alue of $950.15 billion in 2003, an increase of 2.62% over 2002. the global industry has risen from a 1999 value of $847.51 billion, representing a compound annual growth rate (cagr) of 2.9% in the 1999- 2003 period. looking forward, the industry is forecast to grow at a slightly stronger rate over

24、the next five years, reaching a value of $1.1 trillion in 2008, following expansion at a cagr of 3.1% between 2003-2008. the leading drivers of this improved growth are expected to be the increased demand for healthy soft drinks (juices and bottled water) and the rising popularity of alcoholic spiri

25、ts and flavored alcoholic beverages (fabs) within the important 18-35 age group. in terms of segmentation, wine and spirits account for the largest share of the industry with 40% of the value share. this equated to a value of $377.5 billion in 2003. the soft drinks sector accounts for a further 32%

26、of the industry value share, while brewers generate the remaining 28%. despite the size of the wine and spirits sector, it has been the weakest performing part of the industry since 1999. however, the sector has shown signs of improvement, with wine, spirits and fabs beginning to replace beer, cider

27、 and lagers as the drink of choice for consumers in many parts of the europe and in the us. the leading consumer of beverages is the european region, which generates 38% of the global industry value share. the region accounted for 45% of the wine and spirits sector value share, 40% of the beer secto

28、r, but only 27% of the soft drinks sector. the us is the largest consumer of soft drinks, with a sector share of 44%. indeed, the country spends almost as much on soft drinks as it collectively does on products from the wine and spirits and beer sectors. this is in direct contrast to europe and asia

29、- pacific, where distillers and vintners are traditionally more successful than either brewers or soft drinks manufacturers. global - beverages datamonitor (published may 2004)page 8 %growth $billion market value chapter 2market value the global beverages industry grew by 2.6% in 2003 to reach a val

30、ue of $950.1 billion. the compound annual growth rate of the market in the period 1999-2003 was 2.9%. the strongest growth was in 2000 when the market grew by 3.7%. table 1:global beverages industry value: $ billion, 1999-2003 year 1999 2000 2001 2002 2003 cagr, 1999-2003: source: datamonitor $ bill

31、ion 847.5 879.2 907.0 925.9 950.1 % growth 3.70% 3.20% 2.10% 2.60% 2.9% dat amonitor figure 1:global beverages industry value: $ billion, 1999-2003 1,000 900 800 700 600 500 400 300 200 100 0 $ billion% growth 4.0% 3.5% 3.0% 2.5% 2.0% 1.5% 1.0% 0.5% 0.0% 19992000200120022003 source: datamonitor glob

32、al - beverages datamonitor (published may 2004) dat amonitor page 9 litersbillion %growth market volume chapter 3market volume the global beverages industry grew by 3.4% in 2003 to reach a volume of 815.8 billion liters. the compound annual growth rate of the market volume in the period 1999-2003 wa

33、s 8.3%. the strongest growth was in 2000 when the market grew by 14.4%. table 2:global beverages industry volume: liters billion, 1999-2003 year 1999 2000 2001 2002 2003 cagr, 1999-2003: source: datamonitor liters billion 593.4 679.1 748.9 789.0 815.8 % growth 14.40% 10.30% 5.30% 3.40% 8.3% dat amon

34、itor figure 2:global beverages industry volume: liters billion, 1999-2003 900 800 700 600 500 400 300 200 100 0 liters billion% growth 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0% 19992000200120022003 source: datamonitor global - beverages datamonitor (published may 2004) dat amonitor page 10 ma

35、rket segmentation i chapter 4market segmentation i the leading source of revenue in the global beverages industry is the wine & spirits sector, which generates 39.7% of the industrys revenue. the soft drinks sector accounts for a further 32.3% of the industry value, making it the second largest sect

36、or. the beer sector is responsible for the remaining 28% of the industrys value. table 3:global beverages industry segmentation i: % share, by value, 2003 category wine & spirits soft drinks beer total source: datamonitor % share 39.70% 32.30% 28.00% 100.0% dat amonitor figure 3:global beverages ind

37、ustry segmentation i: % share, by value, 2003 beer 28.0% wine & spirits 39.7% soft drinks 32.3% source: datamonitor global - beverages datamonitor (published may 2004) dat amonitor page 11 market segmentation ii chapter 5market segmentation ii the leading consumer region in the global beverages indu

38、stry is europe, whose consumption accounts for 37.7% of the industry by value. the us alone is responsible for a further 29.3% of the global industry consumption, making it the second largest consumer region. the asia-pacific region accounts for 23% of the global industry consumption value. table 4:

39、global beverages industry segmentation ii: % share, by value, 2003 geography europe united states asia-pacific rest of the world total source: datamonitor % share 37.70% 29.30% 23.00% 10.10% 100.0% dat amonitor figure 4:global beverages industry segmentation ii: % share, by value, 2003 rest of the w

40、orld 10.1% europe asia-pacific 23.0% source: datamonitor global - beverages datamonitor (published may 2004) united states 29.3% 37.7% dat amonitor page 12 market share chapter 6market share the leading company in the global beverages industry is coca-cola, which generates 2.1% of the industrys reve

41、nue. coca-colas nearest competitor is diageo, which accounts for a further 1.7% of the industry value. the vast majority (95.0%) of the industry is fragmented between smaller players, which individually generate industry value shares of less than 1.2%. table 5: company coca-cola diageo plc global be

42、verages industry share: % share, by value, 2002 % share 2.10% 1.70% anheuser-busch other total source: datamonitor 1.20% 95.00% 100.0% dat amonitor figure 5:global beverages industry share: % share, by value, 2002 coca-cola 2.1% source: datamonitor global - beverages datamonitor (published may 2004)

43、 other 95.0% diageo plc 1.7% anheuser-busch 1.2% dat amonitor page 13 competitive landscape chapter 7competitive landscape the global beverages industry is very diverse due to differences in consumer tastes, which can generally be defined on a national level. as a result, companies are forced to add

44、ress their sales and marketing efforts differently for each country. in the alcoholic beverage sectors, this has traditionally prevented companies from developing truly global coverage. in contrast, the major soft drinks manufacturers have been more successful in globalizing their interests. coca-co

45、la, the worlds leading soft drinks company, is the largest player within the industry, holding a 2.1% market share and generating revenues of $19.56 billion in 2002. in order to take advantage of the highest growth areas within the soft drinks sector, the company has launched a bottled water brand,

46、dasani. however, its attempt to break into this sector has not been met with a large deal of success. indeed, dasani has largely flopped in the uk after a combination of poor market research and a contamination scandal that forced the company to pull 500,000 bottles off uk supermarket shelves. opera

47、ting within the distillers and vintners sector, diageo is also a significant player in industry terms, holding 1.6% of the total global value share. the company, which was formed from the merger of guinness and grand metropolitan in 1997, generated $15.62 billion from the global beverages industry.

48、the companys strategy is based on one of ensuring that it is present within the most important area of the distillers & vintners sector (premium branded drinks) as well as maximizing its geographical coverage. it is true to say that the global beverages industry is undergoing much change. indeed, th

49、e trends that are manifesting themselves today look to become even more acute in the future. as consumers across the globe become increasingly conscious of their health they are turning away from traditional sugar-loaded carbonated drinks toward more healthy options such as bottled water and fruit j

50、uices. the brewers industry is also seeing a move away from traditional ales toward premium beers. furthermore, the wine and spirits sector is suffering in many traditional wine-drinking countries such as france and italy as a result of the new generations bourgeoning penchant for premium beers. glo

51、bal - beverages datamonitor (published may 2004)page 14 8.3 leading companies chapter 8leading companies 8.1 8.2 the coca-cola company the coca-cola company is the worlds leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups. for fiscal 2002, the company ha

52、d an operating revenue of $19.6 billion, an increase of 12% on the previous year. the company markets products under the coca cola, barqs, fruitopia, minute maid, powerade, sprite and dasani brands. the syrups, concentrates and beverage bases for coca-cola and over 230 other soft-drink brands are ma

53、nufactured and sold by the coca-cola company and its subsidiaries in nearly 200 countries around the world. more than 60% of its products are sold outside of the us. the company is headquartered in atlanta, georgia. diageo plc diageo is the worlds largest producer of alcoholic drinks, with operation

54、s in over 200 countries. in the fiscal year ending june 2003, revenues decreased 16% to gbp9,440 million ($14,995 million). drink brands include guinness, johnnie walker, bells, gordons, smirnoff and baileys. in order to concentrate on its core business activities, diageo sold burger king to a ventu

55、re consortium consisting of texas pacific, bain capital and goldman sachs partners. diageo is headquartered in london, uk. anheuser-busch companies, inc. anheuser-busch, the fifth largest company in the food, drink and tobacco segment on the fortune 500, focuses its operations and resources on beer,

56、 adventure park entertainment and packaging. revenues were $14,147 million in 2003, an increase of 4.3% on the previous year. the company is the worlds largest producer of beer. its major brands include budweiser and michelob, with products being sold both in the us and overseas. the company is segm

57、ented chiefly on a product basis, with the business units being domestic beer, international beer, packaging, entertainment and other. anheuser- busch is headquartered in st louis, missouri. global - beverages datamonitor (published may 2004)page 15 leading companies 8.4 8.5 pepsico, inc. pepsico, b

58、est known as the manufacturer of concentrates for its namesake soft drink, is a diversified food group specializing in soft drinks, juices and snacks. for the fiscal year ending december 2003 the company reported revenues of $26,971 million, an increase of 7.4% on the previous year. pepsico makes an

59、d markets a range of soft drinks in markets around the world. they include pepsi, diet pepsi, mountain dew, 7up, slice, sport, mug and miranda. but the company is also the name behind some of the worlds best known snack brands through its frito-lay division. in august 2001 the company acquired the quaker oats company, adding market leading brands such as quaker and gatorade to its portfolio. pepsico is headquartered in purchase, new york. heineken n.v. heineken is one of the ten largest brewers in the world, with production facilities in five continents. in 2002, the company had net revenu