Best EU Beverage Brands: Digital Marketing 2015

Best EU Beverage Brands: Digital Marketing 2015


a diverse mix of consumer beverage brands across Europe continue to demonstrate flat or declining market performance in October Heineken reported an
unexpected 4.7 percent decline in sales across
Western Europe during q3 this raise the alarm among beer
producers already coping with an extended slump throughout the continent the outlook for soda is even worse soda
remains more sensitive to deflationary pressures in Europe given its inflated
price point this is exacerbated by lower production volumes more expensive
distribution and higher taxes compared to the United
States amidst absent growth and sinking profits global producers are shifting focus to APAC which is expected to add 1.5 times the consumption registered by the
Western European market within the next five years while the
industry outlook remains grim the rapid growth online grocer in
presents a compelling opportunity eight-percent European shoppers have now
ordered groceries online up sixty percent since 2009 regional hypermarkets like Carrefour Drive are leading this trend expanding the available network of pick
up points delving into online grocery baskets beverages represent the most popular
product category purchased by 55 percent of online grocery
shoppers without the aid of conventional
point-of-sale merchandising beverage brands are becoming more reliant on digital efforts from online advertising to social media promotions prescient brands are increasingly looking
to digital to preserve and enhance their market position yet most beverage brands are hesitant to
shift away from traditional tactics only thirteen percent of brands in this
year’s study offer digital path to purchase from brand sites while only ten percent are experimenting with
direct fulfillment this study attempts to quantify the
digital competence of sixty beverage brands in the five largest Western European
markets France, Germany, Italy, Spain and the United
Kingdom members can download the full report at L2inc.com well in

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