New Drinks Category Introductions in European Forecourt Retailing

SUMMARY

Abstract

Overview

Introduction

Many drinks products are experiencing high growth rates but it is important that forecourt retailers understand which they should include in their limited shop space. Based on Datamonitor's consumer products database and customer research, this brief identifies the fastest growing drinks markets and allows forecourt retailers to repond to the latest consumer demands.

Scope

• Sales growth of five key beverage categories through the forecourt channel, with forecasts to 2011 and comparisons with other distribution channels.
• Analysis of the consumer trends which are driving growth in demand for selected categories and a review of their relevance for forecourt retailers.
• A detailed overview of some newly-launched product examples which are fast growing categories and in line with current consumer trends.

Report Highlights

Over the last decade functional drinks have become increasingly important to forecourt retailers, with growth having been particularly strong in Spain and Portugal. Demand for an energy boost is high amongst the motorist segment meaning functional drinks are particularly suited to the service station channel.

Smoothies have been growing at a rapid rate through European forecourt shops particularly in the UK. Between 2000 and 2006 sales through UK forecourt shops grew at an annual rate of 50%, boosted by demand from consumers for a healthy beverage whilst on-the-go.

Bottled water has become a core part of forecourt retailers' beverage range and can account for 50% of refrigerated storage space. However, as there is little differentiation between water products retailers are diversifying their range. In the UK, Total and Morrison stock 'One Water' for which all profits go to charity.

Reasons to Purchase

• Measure which drinks categories are growing in popularity through the forecourt shop channel and generate ideas for new product introductions.
• Uncover the key drivers behind the growth rates of different product categories and gauge how forecourt retailers can best exploit these.
• Identify the markets in which key drinks categories are growing at the quickest rates and forecast how this is expected to change in the future.

TABLE OF CONTENTS

Table of Contents

• DATAMONITOR VIEW
  • CATALYST
  • SUMMARY
  • SOURCES
• ANALYSIS
  • The energy-replacing nature of functional drinks make them highly appropriate for retail within forecourt shops
    • In the majority of European markets, growth in sales of functional drinks through service stations have outstripped that of convenience stores
    • Sales of functional drinks through service stations are forecast to be strongest in Portugal and Belgium
    • Within functional drinks, nutraceutical drinks are predicted to grow at the strongest rates
    • Demand for an energy boost is likely to be accentuated amongst motorists
    • Forecourt retailers should stock functional drinks products which promote well-being
  • Smoothies should be stocked by forecourt retailers as they provide motorists with a healthy, fresh snack on-the-go
    • The growth of smoothie sales has been particularly strong in the UK
    • Forecourt sales of smoothies are expected to grow at the fastest rates in the UK, Belgium and Italy
    • Fruit-based smoothies are forecast to grow at around four times the rate of dairy-based smoothies
    • Smoothies offer service stations a strong opportunity to benefit from the increase in healthy on-the-go drinking occasions
    • Given their limited shelf space, forecourt retailers should focus on the best known brands
  • Fuel retailers should seek to benefit from the growing popularity of premium hot beverages
    • European forecourt retailers are placing a growing focus on hot beverages
    • Some fuel retailers have launched premium private label hot beverage offerings
  • Fuel retailers should not neglect carbonates, as despite their weak growth, they still account for the majority of soft drinks sales
    • The strongest growth in forecourt sales of carbonates is predicted to be in Belgium, Ukraine and France
    • Of the main types of carbonates, sales of diet cola are expected to grow at the fastest rate
    • Forecourt retailers can generate growth from carbonates by focusing on healthier options
    • Across Europe there are numerous examples of 'healthier' carbonated beverage launches
  • Forecourt shops offer a strong retail platform for bottled water as it is consumed throughout the day
    • In Western Europe, sales of bottled water through service stations have been growing at a quicker rate than convenience stores
    • Going forward, forecourt sales of bottled water are forecast to experience the strongest growth Belgium and France
    • Still flavored water is predicted to continue its robust growth over the next four years
    • Due to the large amount of space required to store bottled water, forecourt retailers need to be innovative with storage
    • Manufacturers have launched a number of products to 'de-commoditize' bottled water
• APPENDIX
  • Definitions
  • Methodology
  • Product selection
    • Sales of fruit-based smoothies have been growing at a rapid rate across Europe
  • Further reading
  • Ask the analyst
  • Datamonitor consulting
  • Disclaimer
  • List of Figures
    • Figure 1: Service station sales of functional drinks have grown at a quicker rate than sales through convenience stores
    • Figure 2: Sales of functional drinks through Portuguese service stations are expected to grow at 12% annually
    • Figure 3: At the European level, nutraceutical drinks subsegment is expected to grow at an average annual rate of 5%
    • Figure 4: The sugar-free variant of Red Bull
    • Figure 5: The Vitaboost Activator
    • Figure 6: In the UK, sales of smoothies through service stations increased at an average annual rate of 50% between 2000 and 2006
    • Figure 7: Sales of smoothies through UK forecourt shops are expected to grow at an annual rate of 60% between 2006 and 2011
    • Figure 8: At the European level, fruit-based smoothies are expected to grow at an average annual rate of 25%
    • Figure 9: Healthy on-the-go drinking occasions across Europe are expected to grow at an average annual rate of 3.5%
    • Figure 10: Innocent's superfoods smoothie
    • Figure 11: Traktor Getraenke's mango and passionfruit smoothie
    • Figure 12: Sales of carbonates through convenience stores have grown at a quicker pace than through service stations in Western Europe
    • Figure 13: Sales of carbonates through Belgian service stations is predicted to grow at an average annual rate of 12%
    • Figure 14: On a year-on-year basis, European sales of diet cola are expected to grow 0.5% higher than regular cola
    • Figure 15: In Europe, 94% of respondents believed that carbonates are either very unhealthy or unhealthy
    • Figure 16: Coca-Cola's Light Plus
    • Figure 17: Organic drink from Bionade
    • Figure 18: The Bononi Vital-Drink
    • Figure 19: Between 2000 and 2006, UK sales of bottled water grew at an average annual rate of 12%
    • Figure 20: Belgian sales of bottled water through service stations are forecast to grow at an annual rate of 14%
    • Figure 21: At the European level, sales of still flavored water are expected to grow at an annual rate of over 7% between 2006 and 2011
    • Figure 22: In the UK bottled water can occupy half of service stations' fridge space
    • Figure 23: It is common to see the shop floor being used to store bottled water
    • Figure 24: All of the profits from 'One water' go to charity
    • Figure 25: Groupe Danone's Vitalinea
    • Figure 26: At the European level, fruit-based smoothies have been growing at the quickest pace