Canadeanhttp://www.canadean.com2015-04-21T10:50:54umbracoLatest information from Canadean.enGlobal packaged water consumption to overtake carbonates in 2015http://www.canadean.com/news/global-packaged-water-consumption-to-overtake-carbonates-in-2015/Tue, 21 Apr 2015 00:00:00 GMThttp://www.canadean.com/news/global-packaged-water-consumption-to-overtake-carbonates-in-2015/Historically carbonates have led global soft drinks consumption, but according to Canadean’s latest forecasts, 2015 will see packaged water overtake carbonates. 

A new Canadean report predicts that packaged water will overtake global carbonates consumption, reaching over 233 billion litres in 2015, while carbonates are expected to grow at a slower pace to around 227 billion litres. Back in 2010 the global population consumed only 170 billion litres of packaged water, compared to 215 billion litres of carbonates. Fiona Baillie, analyst at Canadean, says: “The speed at which packaged water is growing is evident. Asia and West Europe already have packaged water consumption levels above those of carbonates and this year East Europe is set to join them.”

Packaged Water Small

Table: Top 10 global packaged water country ranking in terms of volume, 2015F v 2020F (% share)

 

Emerging countries will be driving global growth 

Canadean’s research also shows that it will be emerging countries that drive this trend in the future, while western countries with traditionally high packaged water consumption will be slipping down the growth rankings. Germany, Italy, France and Spain are forecast to see a compound annual growth rate (CAGR) of merely 1% between 2015 and 2020, compared to 21% in India, 12% in China and 8% in Brazil. However, the US is predicted to keep its second place ranking in terms of volume, as consumers continue to shift to packaged water consumption due to health concerns.

China and India will consume half of additional packaged water

According to the report, China and India are predicted to account for around 50% of the world’s additional packaged water consumption in 2020, consuming a total of around 45 billion litres more than in 2015. “With nearly one-third of the world’s population residing in these countries the impact is significant. Packaged water is often necessary in areas susceptible to flooding or other natural occurrences, as these often lead to water contamination and the spread of diseases,” says Baillie.

Due to higher temperatures and poor piped water infrastructure, ‘on the go’ hydration is becoming a key part of daily life in Asia, with many consumers taking bottles of water with them on their everyday business and travels. “India has seen a strong growth in 100cl bottles in rural markets, as locals perceive them as having good value per serving and being easy to transport.” The expansion of retail in bus terminals and train stations is the key to India’s strong ‘on the go’ consumption. “It assimilates packaged water, namely 100cl bottles, into the process of travelling and establishes it as the norm for all types of consumers,” adds Baillie.

 

Bottled Water

Global consumption of bottled water will overtake carbonates in 2015.

 

NOTES

All numbers used in this text are based on Canadean's report 'Global Beverage Forecasts’ published in March 2015.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com

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Two in five consumers want to improve bone health with calcium and vitamin D enriched productshttp://www.canadean.com/news/two-in-five-consumers-want-to-improve-bone-health-with-calcium-and-vitamin-d-enriched-products/Wed, 15 Apr 2015 00:00:00 GMThttp://www.canadean.com/news/two-in-five-consumers-want-to-improve-bone-health-with-calcium-and-vitamin-d-enriched-products/Two in five British consumers want to improve their bone health, presenting ample opportunity for brands to help prevent or manage this rapidly growing health concern. However, there is still work to be done in convincing consumers of all ages about the importance of calcium and vitamin D.

According to a new Canadean survey, one in three British consumers is concerned about osteoporosis and 41% want to improve their bone health over the next twelve months. This desire is particularly high among consumers aged 55 and over, highlighting a big opportunity for brands to launch products enriched with calcium and vitamin D. Veronika Zhupanova, analyst at Canadean, says: “Awareness of osteoporosis is improving, leading older consumers to keep an eye out for food and drink products designed to help them maintain their bone health.” Canadean intelligence found that 217.3 billion tonnes of dairy and soy products were sold globally in 2014. This number is expected to reach 262.7 billion tonnes in 2019, presenting a lucrative market for enriched dairy products.*

While consumers will turn to products offering extra calcium and vitamin D, brands should also help consumers address other lifestyle factors linked with osteoporosis. Regular exercise is essential, while sunlight is crucial to vitamin D production. For example, Fonterra’s adult milk brand Anlene offered consumers in Malaysia a free bone health check in supermarkets and hypermarkets. “This is a brand going beyond just trying to sell a product, but engaging consumers on a deeper level,” says Zhupanova.

Three million British consumers are affected by osteoporosis

Osteoporosis weakens bones, making them fragile and more likely to break. An estimated three million Britons suffer from osteoporosis, according to the National Osteoporosis Society, including one in two women and one in five men aged 50 and over. This difference between genders is mirrored in consumers’ concern about the diseases; across all ages, only 25% of men are concerned about osteoporosis, compared with 39% of women.

According to Canadean, the importance of increasing awareness of osteoporisis will rise in tandem with the UK’s aging population. “At the moment, 33% of British consumers are concerned about osteoporosis; but this number will rise as more consumers become aware of the importance of improving bone health while they are young in order to prevent problems in future,” Zhupanova adds.

 

Man Shopping Milk

Middle-aged man shopping for dairy products.

 

NOTES

*Global dairy figures are based on the leading 50 dairy markets from across the globe.

All numbers used in this text are based on the Canadean report 'Global and Regional Mega-Trends: Understanding Consumer Attitudes and Behaviors in Health and Wellness.'

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com

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Peruvians looking to combat obesity issueshttp://www.canadean.com/news/peruvians-looking-to-combat-obesity-issues/Tue, 14 Apr 2015 00:00:00 GMThttp://www.canadean.com/news/peruvians-looking-to-combat-obesity-issues/A Canadean survey shows that nine out of ten Peruvians want to improve their waistline over the next 12 months, while almost half plan to eat smaller portion sizes. However, consumers in Peru are still struggling to maintain a healthy diet, posing a challenge to food and beverage manufacturers.

Canadean’s most recent global consumer survey finds that 60% of Peruvians are still concerned about obesity issues. Joanne Hardman, analyst at Canadean, says: “Due to the rise in urbanisation with over 10 million living in the capital alone, consumers are working better-paid, but also more stressful jobs. This means disposable income is increasing and more money is spent on unhealthy foods and treats to curb feelings of stress and the pressures from everyday life."

Nine out of ten consumers plan to improve their waistline

According to the survey, 91% of consumers in Peru say they are planning to improve their waistline over the next twelve months and 47% plan to eat smaller portion sizes in an attempt to lose weight. However, the research also shows that, due to family and work pressures, 54% are struggling to maintain a healthy diet and to refrain from indulgent treats on a regular basis. “Consumers in Peru assume eating well means cutting out indulgent offerings altogether, eating less regularly and compromising taste for healthier options. Thus the challenge lies not in educating consumers about obesity related illnesses, but rather in encouraging them to adapt their diets to include more healthy ingredients,” says Hardman.

Healthier formulations without compromising on taste

Manufacturers need to promote a wide variety of products that have a healthier formulation, but look, feel and smell identical to their unhealthy counterparts. Hardman says: “Consumers will automatically perceive a product with a ‘light’ label as compromising on taste. Manufactures can overcome this problem by combining ingredients such as protein and fibre with products inherently associated as unhealthy, making healthy eating a more fun and enjoyable experience.” However, the majority of consumers will find it hard to make complete changes to their eating regimes. Therefore, manufactures should encourage gradual changes to enable Peruvians to stick to healthy eating practices.

 

Peru Obesity

Six out of ten Peruvians are concerned about obesity issues.

 

NOTES

All numbers used in this text are based on a Canadean survey of 1,000 Peru-based adults.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com

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Could tea thaw the frosty Russian drinks market?http://www.canadean.com/news/could-tea-thaw-the-frosty-russian-drinks-market/Fri, 10 Apr 2015 00:00:00 GMThttp://www.canadean.com/news/could-tea-thaw-the-frosty-russian-drinks-market/Due to persistent international tensions and the rising cost of raw materials, the drinks market in Russia is forecast to suffer a decline in 2015. However, the hot drinks market presents an opportunity, finds new report by Canadean. 

According to the report, the Russian drinks market will lose nearly 1.5 billion litres of volume spread across all categories in 2015. Russia accounts for a third of Eastern Europe’s beverage consumption and is a key export market. The economic hardship and political instability, as well as the declining consumer and industry confidence, are forecast to impact many other nations in the region. In 2015 the Eastern Europe beverages market is expected to see a drop of almost one billion litres, equating to a decline of around 1%.

However, the research also shows that traditional products will witness growth in 2015. Hot tea in particular, will outperform the rest of the beverages market with a comparatively high growth. Michael Wiggins, analyst at Canadean, says: “The hot tea market is showing growth which means that Russians might be returning to old favourites in times of uncertainty.”

 Russia Tea 2

Russia beverages market, 2015F v 2014 (%Chg).

 

Juice and nectars predicted to experience worst decrease

The Russian juice market will suffer the most with a forecast decline of 30% in 2015. This is having a negative effect on even the major players. For example, PepsiCo plans to close the Ramsenskoe plant and move production to the Lebedyansky site. The nectars market will also contract by over a fifth in 2015. Wiggins says: “Usually, lower cost nectars benefits from a decline in juice as consumers trade down, but in Russia the increase in the cost of raw materials will badly sting both categories.”

Decline in alcoholic drinks due to tough tax regime

Canadean expects beer to decline by 6% in 2015. “The decline in the market will largely be due to the tough tax regime and legislative environment adding to the external factors,” adds Wiggins. Brewers are seeking to manage the current market challenges through cost-cutting measures: Carlsberg has recently announced plans to close two plants, while Baltika Breweries is to shut down plants in Chelyabinsk and Krasnoyarsk.

 

Russia Tea

Russian girl drinking a hot cup of tea.

 

NOTES

All numbers used in this text are based on Canadean's 'Global Beverage Forecasts report' published in March 2015.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com

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Discounters need to invest in online grocery shoppinghttp://www.canadean.com/news/discounters-need-to-invest-in-online-grocery-shopping/Fri, 20 Mar 2015 00:00:00 GMThttp://www.canadean.com/news/discounters-need-to-invest-in-online-grocery-shopping/Online shopping is now at the point where it is a cost-effective way for discounters to target convenience-driven shoppers. However, low-cost online shopping will also be their greatest threat, as Amazon will make its presence felt in the groceries market over the next five years, finds Canadean.

A new Canadean survey shows that 65% of UK consumers shop at discounters for groceries either regularly or occasionally. Moreover, shopping at such outlets is not restricted to consumers in lower-income brackets but is common across all social class groups. This is a reflection of how consumers no longer associate shopping at discounters with a decline in financial wellbeing but a savvy way to make their money go further. At the height of the recession in 2008 and 2009, many shoppers trading down to discounters thought that this would be a temporary arrangement – yet Canadean research shows that 84% of consumers who visited a discounter over 2008-2013 came back after their first visit. Ronan Stafford, senior analyst at Canadean, says: “Pleasantly surprised by the quality on offer, shoppers felt less embarrassed about going to discounters, and were instead proud of knowing where to pick up a bargain.”

Convenience through technology will drive future growth

Online shopping, either as a home delivery service, or as click and collect, has now evolved to the point where it is a viable opportunity for discounters while still minimising costs. The shopper experience of online shopping has improved rapidly over the past ten years, and these services are no longer a drag on profits for the traditional supermarkets that pioneered its use.

A survey conducted by Canadean in January 2015 found that 40% of consumers say they shop online for groceries, with another 14% stating that they would be willing to do so. Discounters miss this large audience currently, and as consumers feel increasingly busy and time-pressed, they will respond strongly to a retailer that is able to provide the best value in their hectic schedules. Stafford says, “Shoppers have responded strongly to the value positioning of discounters, but if they want to continue to grow their market share, discounters will also need to offer convenience. Online technology will be the way to provide convenience while remaining cost-effective.”

Amazon will emerge as biggest threat to discounters 

Amazon has launched subscription-based services in the UK such as Amazon Family and Amazon Subscribe & Save, and their activities in the US show a strong desire to rapidly gain share in the groceries market. Consumers will increasingly look to online technology to help them save on both time and money – and Amazon will want to become the leader in developing profitable online grocery shopping. “Value will remain the most important factor for shoppers, but discounters can’t afford to be left behind in a time when consumers increasingly turn to online shopping,” adds Stafford.

Online Rocery Shopping

Online grocery shopping is a good way for consumers to combine value and convenience.

 

NOTES

All numbers used in this text are based on a Canadean survey of 2,000 UK adults, conducted in January 2015. 

Please get in contact if you have any questions to this or other Canadean surveys. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com

 

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2015 beverage outlook cautiously optimistic for Western Europehttp://www.canadean.com/news/2015-beverage-outlook-cautiously-optimistic-for-western-europe/Wed, 18 Mar 2015 00:00:00 GMThttp://www.canadean.com/news/2015-beverage-outlook-cautiously-optimistic-for-western-europe/Canadean estimates beverage consumption in Western Europe to increase by 0.2% in 2015, as lower inflation in key markets will lead to consumers spending more of their disposal income on refreshment.

According to Canadean’s latest Quarterly Beverage Tracker, the final quarter of 2014 brought some welcome news to the West European beverage industry, with full year consumption only declining by a marginal 0.3% due to mild winter weather. Beer saw the first uplift for some years with an increase of nearly 1%, while the rate of decline for soft drinks was less than half a percent. Canadean predicts that overall beverage consumption in West Europe will rise by 0.2% in 2015 -- the best performance since 2011.

Antonella Reda, analyst at Canadean, says: “This could be an indication that low inflation is encouraging consumer to spend more on non-essential purchases. While the uncertain political situation in Russia could have an impact on Western European consumption, and we cannot rule out the risk of deflation, the 2015 outlook for the beverage industry appears to be more optimistic.”

Beverages Performance Chart

West Europe: Commercial Beverage Performance, 2015F vs 2014P (% Change).

 

Packaged water, iced/rtd coffee drinks among winners 

Canadean predicts energy drinks and iced and ready-to-drink (RTD) coffee drinks to again take on the lead in growth terms, up by around 5% each. New iced/rtd coffee entrants and innovation in the ‘natural energy’ segment, such as Scheckters Organic Energy Drink, are expected to help drive this growth. Packaged water will also grow by an additional 600-700 million litres in 2015, supported by the increasing consumer awareness of health and hydration.

Beer to sustain recovery; cider’s star continues to rise

In the alcoholic drinks market, Canadean forecasts that beer will sustain its 2014 recovery, recording a small 0.3% growth this year. The Spanish on-trade market will notably contribute to this increase, as the lowering of prices to pre-crisis (2008) levels and special offers are successfully boosting demand for beer. Cider’s star will continue to rise in 2015 with growth of around 1%, driven by distribution expansion, line extensions and strong investment in branding by both brewers and traditional cider producers.

Outlook for carbonates, juice and dairy less rosy

The outlook for carbonates is less optimistic, as the category is adapting to a ‘new normal’ of contraction, while juice is now also falling victim to the sugar debate, with 2015 sales expected to drop by around 165 million litres. Similarly, dairy drinks are likely to forfeit around 150 million litres despite falling prices. 

Reda adds: “Value rather than volume growth is increasingly how producers and retailers measure the market dynamic. Investment in niche categories which are in tune with lifestyle trends and offer attractive profit margins, such as functional waters and premium pressed juices, will play an important role in the development of the beverage industry in the coming years.”

 

Shopping For Beverages

Canadean expects consumers to spend more on beverages in 2015. 

 

NOTES

All numbers used in this text are based on Canadean's report 'Quarterly Beverage Tracker Q4-2014,' published in February 2015.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com

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India’s economic rise: Larger share of growing middle class travels overseashttp://www.canadean.com/news/india’s-economic-rise-larger-share-of-growing-middle-class-travels-overseas/Mon, 16 Mar 2015 00:00:00 GMThttp://www.canadean.com/news/india’s-economic-rise-larger-share-of-growing-middle-class-travels-overseas/A new report by Canadean finds that a growing proportion of the middle class in India travels overseas, with Thailand remaining the preferred hot spot for leisure tourism, while the US is rising in popularity as more Indians come to the States to visit family.

According to Canadean, Indians made over 18 million outbound trips in 2014, which is 2 million trips more than in 2013. At the moment, barely 2% of India’s population travel abroad, as most Indians still cannot afford overseas flight prices. However, the country’s middle class has increased by more than 10% over the past five years and is set to grow from around 300 million at present to approximately 600 million by 2030. Gillian Kennedy, analyst at Canadean says: “The rapid growth of the Indian middle class is turning this demographic into a major source market, with tourism boards vying to tap into this potential tourist goldmine.”

Thailand remains hot spot for Indian leisure tourism

Indian travellers characteristically have been avid business travellers, with 40% of all 2014 departures accounting for business trips. As a comparison, China only recorded a share of 21% for business travel. However, Canadean expects that the changing trends in India’s economy will spur a rise in leisure travel. One of the key destinations for Indian leisure tourism is Thailand, with over one million travelling there in 2014, an increase of 8.3% on the previous year. Kennedy says: “This growth can be attributed to cheap tourism packages and limited visa entry requirements. Geographical proximity and low currency conversion rates also contributed. Moreover, the excessive heat in most parts of India during the summer means that Thailand appeals as a cheap yet close destination.”

More Indians travel to the US to visit friends and family

Canadean’s report also finds that the US is one of the fastest-growing outbound destinations, increasing to over 960,000 visitors from India in 2014 – a number that will reach the one million mark for the first time in 2015. “A quarter of all outbound trips from India to the US are for the purpose of visiting friends and relatives and the rising disposable income among the middle class means that more Indians will be able to do so in the future,” says Kennedy. A traveller from India spends between US$500 and US$1,500 more than the average international traveller while in the US. “This means that Indians are a lucrative source of income for the US service industry, as their prime interests include sightseeing, nightlife, entertainment, theme parks, beaches, water sports and shopping,” adds Kennedy.

 

If you would like to download the full report, please visit Skift.com and sign up for your free copy.

 

Indian Girl On Beach

Indian girl on the beach.

 

India Income 2

Total household income before tax in India (%).

 

NOTES

All numbers used in this text are based on Canadean Travel and Tourism IC's report 'Market Insights; India: Source Market Report.'

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com

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Stressed consumers look for ‘feel-good’ productshttp://www.canadean.com/news/stressed-consumers-look-for-‘feel-good’-products/Fri, 13 Mar 2015 00:00:00 GMThttp://www.canadean.com/news/stressed-consumers-look-for-‘feel-good’-products/An increasing number of UK consumers are suffering from stress, sleep deprivation and a lack of energy. In 2015, Britons are vowing to improve their work/life balance, reduce feelings of stress and spend more time with family and friends. According to Canadean, food and drink manufacturers that help them achieve this goal will do well this year.

Even though the UK economy is on the path to recovery, many consumers still worry about issues such as rising living costs and their ability to deal with everyday bills and expenses. Canadean research finds that 28% of UK consumers are not confident about the state of the economy, while 24% indicate that they will confine grocery spending to essential needs this year as they do not have the money to spend on treats. The survey also finds that 46% of consumers have suffered from disrupted sleeping patterns in the last six months.

More than half of UK consumers want to reduce stress 

As a result, consumers are looking to step back from the pressures of everyday life and are re-evaluating what is important to them. According to the survey, 51% of UK consumers are going to make active attempts to reduce their stress levels this year, while 41% say they are going to spend more time socialising with their family and friends. Michael Hughes, lead analyst at Canadean, says: “The turbulent nature of modern life is taking its toll on consumers and this is why many of them are trying to make active changes to their lifestyles. Achieving feelings of happiness will be very important to consumers and this presents a good opportunity for grocery manufacturers that offer products that help facilitate this feeling.”

Consumers want products that help them relax

According to Canadean, consumers will increasingly seek out products that lead to feelings of relaxation and escapism. They will also seek out products that are positioned around sharing with friends and family, as consumers feel favourable towards products that encourage them to visit and spend time with others. Hughes adds: “Consumers have a myriad of different needs when purchasing their groceries, so the desire for feelings of happiness and escapism will not revolutionise every product category or consumption occasion. However, this area definitely offers valuable pockets of growth and manufacturers should look to develop products that more clearly help people enjoy ‘feel-good’ moments of consumption that in turn  help them to take a break from daily stresses.”

 

Relaxing At Work

Consumers want products that give them a moment of "me-time" in their busy and stressful lives.

 

NOTES

All numbers used in this text are based on a Canadean survey of 2,000 UK-based adults, conducted in January 2015.

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com

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Canadean rates potential of 60 major tourism marketshttp://www.canadean.com/news/canadean-rates-potential-of-60-major-tourism-markets/Mon, 09 Mar 2015 00:00:00 GMThttp://www.canadean.com/news/canadean-rates-potential-of-60-major-tourism-markets/According to Canadean’s Tourism Potential Index, Singapore is the only country that holds a five star rating, Iceland will see the fastest growth in terms of international arrivals and Brazil’s tourism industry will grow steadily despite low tourism potential.

Canadean’s Tourism Potential Index ranks the potential of the 60 major tourism markets around the world. The model is divided into two parts: the first part provides a ranking of the average annual growth in international arrivals from 2013 up to 2018. The second part, a star rating, provides an analysis of current conditions and a risk-adjusted assessment of growth potential. Factors such as a competitive currency, lenient visa policies and political stability are in favour of a country’s tourism potential.

Tourism Potential Index

Singapore the only country that scores five star rating

The Index shows that Singapore is the only country that holds a five star rating, with a score of 60 points*. The second highest rated country is the United States (55.2), followed by Iceland (52.2) and the United Arab Emirates (50.6). Arnie van Groesen, analyst at Canadean says: “The Singapore government and Tourism Board continue to be effective with promotional initiatives, positioning the country as one of the world’s key business centers. On top of that, Singapore has world-class transport infrastructure, with Changi airport topping a number of recent polls for the quality of its services.”

Iceland to witness fastest growth in arrivals

According to the Canadean Index, Iceland not only holds a 4 star rating, but is also expected to witness the fastest growth in terms of international arrivals, with a CAGR of 11.6% up until 2018. Van Groesen says: “The eruption of the Eyjafjallajökull volcano in 2010 sparked increased interest in Iceland as a tourism destination. The country scores well in terms of attractiveness and is considered to be the friendliest nation in the world to foreign visitors, according to the World Economic Forum. Its location in the middle of the Atlantic Ocean is also beneficial, with Keflavik International Airport offering scheduled flights to and from 31 cities across Europe and 14 locations in North America.”

Brazil tourism has lowest tourism potential of top ten

Brazil’s tourism industry will continue to grow strongly at an average annual growth of 8% in terms of international arrivals. However, the countries tourism potential is the lowest ranking country in the top ten, only scoring 2 stars with 33.2 points. “Although the 2016 Olympic Games in Rio de Janeiro will attract a large number of foreign visitors to the country, Brazil has a weak currency and strong inflation, while high hotel prices remain a problem. In June and July 2014, hotel prices soared up to 300% from normal levels in all cities hosting games for the World Cup,” adds Van Groesen.

*Score of 60+ (five stars) means very high potential, 50-60 (four stars) is high potential, 40-50 (three stars) moderate potential and 30-40 (two stars) equals low potential.

 

Iceland

The famous blue lagoon near Reykjavik, Iceland.

 

NOTES

All information used in this text is based on Canadean's Travel & Tourism Intelligence Center. 

Please get in contact if you have any questions to this or other Canadean insights. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com

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Africa to become fastest growing beer market in the world by 2017http://www.canadean.com/news/africa-to-become-fastest-growing-beer-market-in-the-world-by-2017/Wed, 04 Mar 2015 00:00:00 GMThttp://www.canadean.com/news/africa-to-become-fastest-growing-beer-market-in-the-world-by-2017/A new report by Canadean expects more Africans to enter the beer market from the home brew sector, while commercial beer and premium brands forge ahead in the exploding African beer market. 

According to the report, the African beer market is the fastest growing global beer market with an annual average growth rate of 5% between 2013 and 2017. This means the African beer market will outstrip growth in the Asian and Latin American markets, which are projected to witness a growth rate of 4% and 3%, respectively. South Africa is by far the biggest market in Africa, with an expected total volume of 30,921th hl in 2014, followed by Nigeria with 15,200th hl and Angola with 12,790th hl. Kevin Baker, Account Director at Canadean, says: “Africa has seen inflation fall, foreign debt shrink and GDP rise in the last few years. Moreover, population growth – once feared as a major contributor to poverty – is now perceived as an asset, with the working age population set to outgrow that of China and India.”

Beer Growth Rates

Table: Regional beer CAGR 2013-2017

 

Commercial beers oust dangerous ‘home brews’ 

Canadean finds that more African consumers will change their home brewed drinks for commercially brewed ones over the coming years. “At the moment homemade alcohol products still dominate the African market, but they pose a significant health risk. This is an incentive for consumers to move away from ‘home brews’ and instead turn to commercial beer,” says Baker. Major international brewers have been working to create products that can compete with the unregulated alcohol market. Kenya Breweries’ Senator Keg, a beer brewed from sorghum but with the look and taste of malt beer, was the first brand specifically created to target this market.

Major players challenged by premium brands

African markets are highly consolidated and four brewers – SABMiller, Heineken, Castel and Diageo – account for 90% of the market. However, their monopoly is being challenged by new, emerging brands. For example, Solibra, a licence partner of Carslberg, was effectively controlling the market in Ivory Coast until 2013, when the new competitor ‘Les Brasseries Ivoriennes’ entered the beer market and managed to claim 12% of the market share in its first year.

The market's dynamic is further changed by premium brands, which witnessed an average annual growth rate of almost 12% between 2008 and 2013, compared to 6% for mainstream beer and 6% for African beer overall. “The growth of premium beers is a result of the growing middle class In Africa, who drink premium beer as a display of social status,” adds Baker.

 

Home Brewed Beer Africa

African woman making home brewed alcohol.

 

NOTES

All numbers used in this text are based on Canadean's report 'Beer Markets Insights 2014 Africa.'

Please get in contact if you have any questions to this or other Canadean reports. Analysts are available to comment. Contact the Canadean press office on +44 (0) 207 936 6536 or email press@canadean.com. 

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