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| Brau Beviale 2010 The European beverage industry meets in Nürnberg from 10–12 November at Brau Beviale 2010, its most important exhibition of the year. The event attracts some 1,400 exhibitors of beverage raw materials, technology, logistics and marketing ideas, and 34,000 visitors with money to invest. When asked about their reasons for visiting, half the "Brau Beviale community" said they used their exhibition in 2008 to source information about new products. Reasons such as exchanging views, maintaining contacts, training, market orientation and preparation for investment decisions were just as important. The European integration process of the past two decades has created the world's biggest single market. If the British market researchers at Canadean are right, the gap between Western Europe and Central and Eastern Europe will open up again this year. They assume that the recession in Western Europe will be much more marked than in many countries of Central and Eastern Europe, where it will only lead to a temporary drop in sales. Beverage sales in Central and Eastern Europe are to increase again this year and appreciably pick up speed in 2011. For beer sales in these markets, Canadean forecasts rises of 0.1 % for 2010 and 1.6 % for 2011 compared with 2010. The upward trend is to be more appreciable for non-alcoholic drinks, which could increase by 1.1 % in 2010 and by 2 % in 2011. However, these forecasts assume that the economic situation in these markets will distinctly improve in 2010 and that the slump in beverage consumption due to the long winter can be compensated for by a warm summer. So the European market will also create great challenges for all players in the coming years. Only those who manage to defy the adverse developments in Europe, namely the advance of discounters, increased pressure on prices, restrained consumption, and reduced demand but with the same large choice of brands and packages expected by consumers, can hope to avoid being punished by shareholders. One thing is sure: The brewers and beverage producers in Europe will have to increasingly cut their costs. This means more concentration, i.e. works closures and rationalization. Savings in energy and water consumption can be marketed particularly effectively, as they also help to protect the environment, which plays a key role in the companies’ sustainability reports. Packaging is also becoming more controversial. The ecological aspects of packaging like consumption of resources, emissions or waste are the subject of discussions between beverage producers and component suppliers. Competitive pressure and legislative measures have contributed to relevant success, also the brewing and beverage industry’s own efforts. Innovations are aimed at reducing and avoiding packaging, sparing resources and improving recyclability. Now it is a question of finding new and optimized solutions to meet the many demands under the changed conditions. write your comments about the article :: © 2010 Exhibition News :: home page |