1、 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 119 Farringdon Road London EC1R 3DA United Kingdom t: +44 20 7551 9000 f: +44 20 7675 7500 e: Datamonitor Middle East and North America Datamonitor PO Box 24893 Dubai, UA
2、E t: +49 69 9754 4517 f: +49 69 9754 4900 e: datamonitormena Datamonitor Asia Pacific Level 46, 2 Park Street Sydney, NSW 2000 Australia t: +61 2 8705 6900 f: +61 2 8705 6901 e: Germany - Juices 0165 - 0127 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 1
3、INDUSTRY PROFILE Juices in Germany Reference Code: 0165-0127 Publication Date: April 2010 EXECUTIVE SUMMARY Germany - Juices 0165 - 0127 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 2 EXECUTIVE SUMMARY Market value The German juices market grew by 1.8% in
4、2009 to reach a value of $6,745 million. Market value forecast In 2014, the German juices market is forecast to have a value of $7,302.3 million, an increase of 8.3% since 2009. Market volume The German juices market grew by 1.8% in 2009 to reach a volume of 2,865.5 million liters. Market volume for
5、ecast In 2014, the German juices market is forecast to have a volume of 3,159.8 million liters, an increase of 10.3% since 2009. Market segmentation I 100% fruit juice (from concentrate) is the largest segment of the juices market in Germany, accounting for 46.7% of the markets total value. Market s
6、egmentation II Germany accounts for 20.6% of the European juices market value. Market share Eckes AG is the leading player in the German juices market, generating a 12% share of the markets volume. Market rivalry Leading incumbents usually operate in several beverage markets, reducing rivalry somewh
7、at. CONTENTS Germany - Juices 0165 - 0127 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 3 TABLE OF CONTENTS EXECUTIVE SUMMARY 2 MARKET OVERVIEW 7 Market definition 7 Research highlights 8 Market analysis 9 MARKET VALUE 10 MARKET VOLUME 11 MARKET SEGMENTATIO
8、N I 12 MARKET SEGMENTATION II 13 MARKET SHARE 14 COMPETITIVE LANDSCAPE 15 LEADING COMPANIES 17 Eckes AG 17 Albi Gmbh therefore, manufacturers of such products are also classified as suppliers. Overall, supplier power is moderate in this market. Players in the German juices market try to distinguish
9、their products to some extent by stressing their nutritional and health benefits. Although it would be difficult for a new entrant to compete with the brand strength and reach of existing players, it may be possible to achieve small-scale success by stressing a unique production method or nutritiona
10、l benefits. However, shelf space in retail outlets is finite, and juices often require more costly chilled storage. This means that retailers may be unwilling to substitute new, unproven brands for existing juices, reducing the threat of new entrants. The slow growth rates of the COMPETITIVE LANDSCA
11、PE Germany - Juices 0165 - 0127 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 16 German juices market over recent years discourages new entrants from entering the market. Overall, there is a moderate likelihood of new entrants to the German juices market. S
12、ubstitutes to the juices market include other non-alcoholic drinks, such as carbonated drinks and bottled water. Fruit juices provide added health benefits over other substitutes as they are high in vitamins, with no fat or added salt. There has been an increasing popularity of smoothies which provi
13、de additional benefits to regular fruit juices as they are 100% fruit as opposed to being made from just the juice of the fruit. Many market players are planning to diversify their product range into smoothies by using their existing supply chains. Switching costs for retailers and consumers alike a
14、re negligible, as other soft drinks, are similarly priced. Furthermore switching in the sense of allocating more shelf space to substitutes may be advantageous in cost terms for retailers, as most juices are stored in chillers, which require power to run, whereas other substitutes can be stored at r
15、oom temperature. Consumers can readily make their own juices at home. This allows consumers to be more selective with their choice of inputs, and tailor juices to their own personal tastes. This would tend to reduce demand for commercial products. However, it would also be time-consuming, which may
16、indicate a reduced threat. Overall, there is a moderate threat from substitutes to the German juices market. The German juices market is highly fragmented, with the three leading players such as Eckes, Albi, and PepsiCo, collectively accounting for 25.4% of the market volume. Diversification (for ex
17、ample, PepsiCo offers carbonated soft drinks and other products) tends to ease rivalry in the juices market. Fruit juices are usually sold in either single portion bottles, generally popular with on-the-go dining, or larger cartons. As there is limited product differentiation in the juices market, p
18、layers attempt to distinguish their products by a variety of methods. Weak Slow market growth in the German market heightens rivalry amongst players. Overall, there is a moderate degree of rivalry in the German juices market. LEADING COMPANIES Germany - Juices 0165 - 0127 - 2009 Datamonitor. This pr
19、ofile is a licensed product and is not to be photocopied Page 17 LEADING COMPANIES Eckes AG Table 6: Eckes AG: key facts Head office: Ludwig Eckes Allee 6, 55266 Neider Olm, GER Telephone: 49 6136 350 Fax: 49 6136 355 400 Website: www.eckes-ag.de Source: company website D A T A M O N I T O R Eckes i
20、s one of the leading manufacturers of fruit juices in Europe and sells its products in 70 countries around the world. The company sold off its German and international spirits business, Eckes 100% fruit (pure fruit juices made from a single variety of fruit); favourite fruits (juices made from singl
21、e fruits or the combination of two different fruits); refreshing fruits (made in combination of different fruit varieties); Mild fruits (including pineapple, orange and mango juices); and fruits and vegetable juices (juices in combination of different fruit and vegetable varieties). In addition, Alb
22、i offers organic fruit juices (organic orange and organic apple juices) and organic vegetable juices (organic carrot juice and organic tomato juice). These products are marketed under the Albi brand. Key Metrics The company doesnt report its financials as it is privately owned. LEADING COMPANIES Ger
23、many - Juices 0165 - 0127 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 19 Pepsico, Inc. Table 8: Pepsico, Inc.: key facts Head office: 700 Anderson Hill Road, Purchase, New York 10577, USA Telephone: 1 914 253 2000 Fax: 1 914 253 2070 Website: Financial y
24、ear-end: December Ticker: PEP Stock exchange: New York Source: company website D A T A M O N I T O R PepsiCo is a leading global beverage, snack and food company. It manufactures, markets, and sells a variety of salty, sweet and grain-based snacks; and carbonated and non-carbonated beverages in appr
25、oximately 200 countries across the world. The company has its largest operation in North America (the US and Canada), Mexico and the UK. PepsiCo operates through three business units: PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages (PAB), and PepsiCo International (PI). The companys three b
26、usiness units are further divided into six reportable segments: Frito-Lay North America (FLNA), Quaker Foods North America (QFNA), Latin America Foods (LAF), PepsiCo Americas Beverages (PAB), Europe, and Asia, Middle East and Africa (AMEA). The companys PAF business division includes FLNA, QFNA, and
27、 LAF, including Sabritas and Gamesa businesses in Mexico. FLNA markets and distributes branded snacks. These snacks include Lays potato chips, Doritos tortilla chips, Tostitos tortilla chips, Cheetos cheese flavored snacks, Fritos corn chips, branded dips, Ruffles potato chips, Quaker Chewy granola
28、bars, and Sun Chips multigrain snacks In addition, FLNAs joint venture with Strauss Group produces and sells Sabra refrigerated dips. FLNA branded products are sold to independent distributors and retailers. FLNA also owns or leases approximately 40 food manufacturing and processing plants and appro
29、ximately 1,830 warehouses, distribution centers and offices. QFNA manufactures, markets, and sells cereals, rice, pasta and other branded products in the US and Canada. QFNAs products also include Quaker oatmeal, Aunt Jemima mixes and syrups, Capn Crunch cereal, Quaker grits, Life cereal, Rice-A-Ron
30、i, Pasta Roni and Near East side dishes. The company sells all these products to independent distributors and retailers. QFNA utilizes approximately 25 manufacturing plants and production processing facilities in North America. LEADING COMPANIES Germany - Juices 0165 - 0127 - 2009 Datamonitor. This
31、profile is a licensed product and is not to be photocopied Page 20 LAF markets and sells salty and sweet snack brands including Gamesa, Doritos, Cheetos, Ruffles, Sabritas and Lays in Brazil, Argentina, Colombia, Peru and Venezuela. It owns or leases approximately 50 food manufacturing and processin
32、g plants and approximately 640 warehouses, distribution centers and offices. PAB division includes PepsiCo Beverages North America (PBNA) and Latin American beverage businesses. PAB sells beverage concentrates, fountain syrups and finished goods under various beverage brands including Pepsi, Mountai
33、n Dew, Gatorade, Tropicana Pure Premium, Lipton, Sierra Mist, Tropicana juice drinks, Naked juice, Propel, Dole and SoBe Lifewater. PAB also manufactures or uses contract manufacturers to market and sell ready-to-drink tea, coffee and water products through joint ventures with Unilever (under the Li
34、pton brand name) and Starbucks. In addition, the business division has licensed the Aquafina water brand to its bottlers. PAB owns or leases approximately 20 plants and production processing facilities and approximately 65 warehouses, distribution centers and offices. In addition, the company has an
35、 ownership interest in approximately 80 bottling plants and 220 distribution centers. The companys contract manufacturers or co-packers also own or lease approximately 55 plants and production processing facilities and approximately 50 warehouses and distribution centers. The PI business division in
36、cludes PepsiCos businesses in Europe, and AMEA. Europe markets and sells salty and sweet snack brands including Doritos, Cheetos, Ruffles, Lays and Walkers. It also sells beverage concentrates and fountain syrup under various beverage brands including Pepsi, 7UP and Tropicana. In addition, Europe li
37、censes the Aquafina water brand to certain of its authorized bottlers. It also manufactures and markets ready-to-drink tea products through an international joint venture with Unilever (under the Lipton brand name). In Europe, the company owns or leases approximately 40 plants and 370 warehouses, di
38、stribution centers and offices. In addition, it utilizes one plant and production processing facility and two distribution centers that are co-owned or co-leased with a joint venture partner. AMEA manufactures and markets salty and sweet snack brands including Lays, Kurkure, Chipsy, Red Rock Deli, C
39、heetos, Doritos, Ruffles and Smiths. The division also manufactures, markets, and sells beverage concentrates, fountain syrups and finished goods under the brands Pepsi, 7UP, Mirinda and Mountain Dew. These brands are sold to authorized bottlers, independent distributors and retailers. AMEA owns or
40、leases approximately 80 plants and 1,100 warehouses, distribution centers and offices. It also utilizes approximately 40 properties owned by contract manufacturers or co-packers. The company has a significant customer base. In 2009, the companys sales to top five retail customers accounted for appro
41、ximately 33% of its revenues from North America, with Wal-Mart (including Sams Club) representing approximately 19%. Key Metrics LEADING COMPANIES Germany - Juices 0165 - 0127 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 21 PepsiCo, Inc. generated revenues
42、 of $43.2 billion in the (FY) ended December 2009, a decrease of 0.04% compared to FY2008. The companys net income totaled $5.9 billion in FY2009, an increase of 15.6% over FY2008. Europe (including Germany) accounted for 15.6% of the total revenues in FY2009. Revenues from Europe reached $6.7 billi
43、on in FY2009, a decrease of 2.4% compared to FY2008. Table 9: Pepsico, Inc.: key financials ($) $ million 2005 2006 2007 2008 2009 Revenues 32,562.0 35,137.0 39,474.0 43,251.0 43,232.0 Net income (loss) 4,078.0 5,642.0 5,658.0 5,142.0 5,946.0 Total assets 31,727.0 29,930.0 34,628.0 35,994.0 39,848.0
44、 Total liabilities 17,476.0 14,562.0 17,394.0 23,412.0 22,406.0 Employees 157,000 168,000 185,000 198,000 203,000 Source: company filings D A T A M O N I T O R Table 10: Pepsico, Inc.: key financial ratios Ratio 2005 2006 2007 2008 2009 Profit margin 12.5% 16.1% 14.3% 11.9% 13.8% Revenue growth 11.3
45、% 7.9% 12.3% 9.6% 0.0% Asset growth 13.4% (5.7%) 15.7% 3.9% 10.7% Liabilities growth 20.8% (16.7%) 19.4% 34.6% (4.3%) Debt/asset ratio 55.1% 48.7% 50.2% 65.0% 56.2% Return on assets 13.7% 18.3% 17.5% 14.6% 15.7% Revenue per employee $207,401 $209,149 $213,373 $218,439 $212,966 Profit per employee $2
46、5,975 $33,583 $30,584 $25,970 $29,291 Source: company filings D A T A M O N I T O R LEADING COMPANIES Germany - Juices 0165 - 0127 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 22 Figure 6: Pepsico, Inc.: revenues & profitability Source: company filings D A
47、 T A M O N I T O R Figure 7: Pepsico, Inc.: assets & liabilities Source: company filings D A T A M O N I T O R DISTRIBUTION Germany - Juices 0165 - 0127 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 23 MARKET DISTRIBUTION Supermarkets / hypermarkets form th
48、e leading distribution channel in the German juices market, accounting for a 46.1% share of the total markets volume. On-trade accounts for a further 31.5% of the market. Table 11: Germany juices market distribution: % share, by volume, 2009(e) Channel % Share Supermarkets / hypermarkets 46.1% On-tr
49、ade 31.5% Independent retailers 7.8% Others 14.7% Total 100% Source: Datamonitor D A T A M O N I T O R Figure 8: Germany juices market distribution: % share, by volume, 2009(e) Source: Datamonitor D A T A M O N I T O R MARKET FORECASTS Germany - Juices 0165 - 0127 - 2009 Datamonitor. This profile is a licensed product and is not to be photocopied Page 24 MARKET FORECASTS Market value forecast In 2014, the German juices market is forecas
