Brau Beviale 2011: Movement in the global beverage market

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Brau Beviale 2011 – from 9–11 November in the Exhibition Centre Nuremberg – is the world's most important capital goods exhibition for the beverage industry this year. A good 1,300 exhibitors provide information about new developments and improvements in beverage raw materials, technologies, logistics and marketing for the expected 32, 000 trade visitors. But Brau Beviale is far more than just a show of products. Experts also appreciate the exhibition as a forum where they can exchange views at international level on developments in the global beverage markets and make sound preparation for investment decisions.

Not only are more drink ideas created every year, but existing ones are also repositioned. Creativity generates consumer interest, whether it concerns innovative concepts for tea, malt and special beer mix drinks or premium mineral water. The packaging plays an increasingly dominant role in positioning drinks. The "Modern Packaging" theme pavilion at Brau Beviale is therefore devoted specifically to this issue with interesting solution approaches in material and technology. Here too it is a question of exactly determining consumer interests and integrating sustainability into the concepts. Lightweighting is becoming more important, while maintaining the packaging quality of course. If the global beverage market is examined, the PET bottle with a market share of 34 % is way out in front in the soft drinks, beer and milk package segments in 2010, according to the British market research institute Canadean. PET is followed by glass (17 %), cartons (11 %) and cans (10 %). More and more attention is given to the development of packages made of renewable raw materials. For example, a mineral water filler brought a bottle with a current share of 20 % PET from renewable raw materials onto the German market. A carbonated drinks producer presented a bottle of 100 % vegetable material, which contains switchgrass, pine bark and corn straw.

The global consumption of soft drinks in 2010 was more than 550 billion l, with a global per head consumption of around 80 l. After the rather lean year of 2009, sales of soft drinks increased by just under 4 %. About one-third of all drinks sold worldwide are soft drinks, and approx. another third are hot drinks. The remaining one-third is divided almost equally between milk and alcoholic drinks.

The driving force behind the rising consumption of soft drinks remains Asia with a quarter of world consumption. India excelled in 2010 with growth rates of 16 %, China with 14 %. North America accounts for one-fifth of worldwide sales – with slightly declining consumption in 2010. Also growing extremely strongly, but from a low level is the African market and the Middle East with under 10 % of world consumption. Whereas 35 l/head of soft drinks are currently bought in Asia, the figure in Africa and the Middle East is still 10 l less. People in Latin America also enjoyed soft drinks in 2010. The overall 5 % growth there is driven by the Brazilian market, which accounts for 30 % of the Latin American soft drinks bought and achieved 7 % growth in 2010. The East European market has recovered distinctly, especially in Russia. Sales in the West European market for soft drinks dropped by less than 1 %, but from the very high level of 18 % of worldwide sales.

From an overall viewpoint, especially the BRIC countries are the soft drink markets of the future. Whereas they accounted for just 12 % of global sales of soft drinks at the turn of the millennium, their share had already risen to more than 20 % by 2010. Another rise to up to 25 % is forecast by 2015 (Canadean).

If global sales of soft drinks are examined by drink categories, fruit juices and fruit juice drinks, and sport drinks and carbonated drinks achieved slight growth in 2010, and bottled water a more appreciable rise of approx. 4 %, which means bottled water accounts for 30 % of the worldwide consumption of soft drinks. Energy drinks excelled with two-figure growth rates. The markets in Western Europe with the strongest growth in this segment are Denmark, France and Norway.

Water with added benefits is becoming increasingly popular and sales have more than doubled since 2005. The focus is on primarily three markets with a share of 80 % of the global volume: Germany, the USA and Japan. Whether added vitamins, minerals, fruit or oxygen, water with added benefits is available in a wide variety – completely adapted to consumers' wishes in the different regions of the world. Around 30 billion l of RTD (ready-to-drink) tea drinks were consumed worldwide in 2010. Especially natural concepts that include the convenience idea are in demand here. The four markets of China, Japan, the USA and Indonesia accounted for three-quarters of total worldwide sales. More growth is expected in the coming years (Euromonitor International).

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