THE BEVERAGE INDUSTRY SENTIMENT IS "GROWTH" IN 2013, SAY MARKETERS, DISTRIBUTORS, IMPORTERS AND RETAILERS FROM ALL OVER THE WORLD IN THE "CONFIDENCE SURVEY 2013" BY "JUST-DRINKS.COM" ONE OF THE BENCHMARKS OF THE WORLDWIDE INDUSTRY

Even in times of crisis, there is confidence in the beverage business, reveals the specialized global benchmark site "Just-Drinks.com", in its “Confidence Survey 2013” of producers, marketers, distributors, importers and retailers around the world in the sectors of wine, water, beer, spirits and soft drinks. The vast majority of the sample (71.2%) says global competition is likely to increase, and only 3.3% of respondents expected a decrease in turnover at the end of 2013, with a hefty 53.6% that say growth will be from +5% up. Eyes are focused, of course, on emerging economies, but among the so-called "BRICS", sentiments vary: 52.7% say the greatest opportunities for growth are concentrated in China, followed by Brazil, 43.3%, and India, 36.7% of the sample.

Only one respondent in 3, however, looks favorably to Russia, where the growth of the beverage business is restrained by harsh laws on advertising alcoholic beverages introduced by Putin's government in the name of fighting alcohol abuse.
There is little hope of a turnaround, though, in the countries most affected by the Eurozone crisis, the so-called PIIGS (Portugal, Ireland, Italy, Greece and Spain), where only 9.7% expect growth, against 41.7% that expect a decline. In any case, growth, particularly in areas of the world where certain products still represent a consumer niche or a novelty, like wine in Asia, for example, needs a lot of communication. And not surprisingly, 64% of operators in the sector expected an increase in promotional activities around the world, compared with only 8.1% that foresee a decline.
Among the distribution channels that will drive growth, significantly leading forecasts is large-scale distribution, referred to as first choice by 57.5% of respondents (35.5% indicates supermarkets, 22% discount and convenience stores), followed by the on-trade (bars, restaurants and the like) with 20.2%, and trade on-line, which for 15% will be the first driver for growth. Among the key concepts that guide consumer choices, even in the beverage sector, "sustainability" will continue to lead the way, to the point that 94.7% plan to spend the same amount or more as in 2012 on "ecofriendly" initiatives...