PULSE REPORT
IRI Pulse Report Drinks
Welcome to the Pulse H1 2015 edition for drinks. We hope you find it
useful. Please do not hesitate to contact us if you have any questions
or comments at [email protected].
H1 2015
IRIworldwide.com
PULSE REPORT
About the Report
2
• This drinks report is one of 10 super category reports designed to show high-level
comparison and analysis for retail markets across major countries in Europe.
• This report contains data gathered from around Europe. This market was split into the
following categories: 1.) soft drinks, 2.) juices, squashes and syrups, 3.) mineral water, 4.)
coffee, 5.) tea and 6.) cocoa.
• The report highlights key metrics, such as total sales figures, market trends, category
shares, and winners and losers for Europe and for individual countries.
• The data has been sourced from IRI retail databases and Eurostat – the statistical branch
of administration for the European Commission.
• The countries included in the report are: France, Germany, Italy, the Netherlands, Spain
and the United Kingdom (UK).
• The market channels used for each country in this report are as follows:
Country Channels used
UK Hypermarkets, supermarkets, drugstores and impulse outlets
ES Hypermarkets, supermarkets, hard discounters and drugstores, including the Canary Islands
DE Hypermarkets, supermarkets, hard discounters and drugstores
NL Hypermarkets, supermarkets, hard discounters and drugstores
IT Hypermarkets, supermarkets, small self service, hard discounters and drugstores
FR Hypermarkets and supermarkets
• For analytical purposes, the data sourced from available retail databases has been
consolidated to provide consistent results. However, for some countries it has not been
possible to source data pertaining to certain categories. When this has occurred, it has been
documented in the Notes section found at the end of the report.
PULSE REPORT
On the Radar
3
ECONOMIC FIGURES INFLUENCING CONSUMER BEHAVIOUR
Source: Eurostat, June 2015
Overall value sales increased mainly with the help of a momentous increase in coffee sales in Germany. Mineral water also helped growth.
POPULATION
IN MILLIONS
UNEMPLOYMENT
(%)
AVERAGE 12
MONTHS
INFLATION
RATES
GDP IN MILLIONS
(€)
Jan.
2014
Jan.
2015
Avg.
2014
Jun.
2015
Avg.
2014
Jun.
2015 2013 2014
France 65.8 66.3 10.3 10.2 0.7 0.2 2 116 565 2 132 449
Germany 80.7 81.1 5.0 4.7 0.9 0.4 2 820 820 2 915 650
Italy 60.7 60.7 12.7 12.7 0.3 0.0 1 609 462 1 616 253
Netherlands 16.8 16.9 7.4 7.0 0.5 0.1 650 857 662 770
Spain 46.5 46.4 24.5 26.6 0.0 -0.6 1 049 181 1 058 469
United
Kingdom 64.3 64.7 6.1 5.6 1.7 0.6 2 017 193 2 222 912
PULSE REPORT
834 912 1 010 858 851 938 465 494 492 468 473 503
1 400 1 596 1 626 1 418 1 420 1 621
4 016 4 210 4 266
4 190 4 107 4 296
1 787 1 986 1 969
1 775 1 785 2 033
2 029
2 216 2 369
2 185 2 083
2 225
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
30-mar-14 29-jun-14 28-sep-14 28-dic-14 29-mar-15 28-jun-15
Eu
ro
s, in
millio
ns
Period Ending
UK
France
Germany
Italy
Netherlands
Spain
GLOBAL TRENDS
4
-1.6%
1.3%
1.0%
TOTAL EUROPE 0.3%
VALUE SALES IN MILLIONS (€)
Total EU 44 959
DE 16 858
FR 7 562
UK 8 861*
IT 6 084
ES 3 657
NL 1 936
TOTAL DRINKS VALUE SALES AND % CHANGE VERSUS PRIOR YEAR
*based on an exchange rate of €1.27 to the pound
0.1%
-0.7%
1.0%
TOTAL DRINKS VALUE SALES FOR THE PAST SIX QUARTERS
Source: IRI retail databases; period ending 28 June 2015
PULSE REPORT
17 559
9 305 9 266
5 891
2 228
-1.5 2.1 4.2
-3.1 0.8
Eu
ros,
in m
illio
ns
Euro Sales % € vs. YA
39.1%
20.7%
20.6%
13.1%
5.0% 1.6%
Soft Drinks Mineral Water Coffee Juices, Squashes & Syrups Tea Cocoa
Europe
5
17 559
9 305 9 266
5 891
2 228
710
Euro Sales
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE PAST YEAR
CATEGORY SHARE OF VALUE IN THE PAST YEAR
Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus year ago
Source: IRI retail databases; period ending 28 June 2015
KEY TRENDS
• After two consecutive years of decline in
the drinks category, the first half of 2015
shows a positive growth of 0.3%.
• In Europe, soft drinks have recorded the
highest value sales, but have seen a
decline in all the measured European
countries apart from France, where the
category displays a slight growth of 0.3%.
• Mineral water has seen positive growth
across Europe, where growth is primarily
driven by the UK. Mineral water’s ‘natural
and healthier’ positioning, and
‘convenience of use,’ are driving demand
for the category.
• Coffee is the biggest contributor in the
growth of the overall drinks category with
a value growth of 4.2%, driven by high
priced coffee pods. Germany alone
contributes approximately 94% to the
coffee value growth in Europe.
PULSE REPORT
Europe
6
CATEGORY INSIGHTS
• The largest sub-category, soft drinks, dropped further with all the measured countries
posting decline (except France where the growth was led by fresh tea). Germany posted the
highest loss (mainly from spritzer/water with add-ons and cola) accounting for almost half of
the total loss in Europe. The category decline is being driven by lower consumption.
• With continued focus on ‘health and wellness’, mineral water (mainly still water) continued
its positive growth in all the measured countries. The UK accounted for approximately 57%
of its growth, while Germany and Italy together brought 21% growth for this category. In the
UK, the mineral water segment also specifically benefitted from a price hike and has
managed to take away sales from soft drink’s market.
• Coffee growth in Europe is almost single-handedly led by Germany as it contributes to more
than 90% of its growth. Its growth is helped by heavy promotions and mainly driven by roast
& ground coffee and premium priced roasted coffee pods. France and Italy are the only
countries which posted decline, while the remaining countries posted growth. Even the
Netherlands showed the biggest growth for coffee after years of decline with increased prices
in the ground coffee segment and more premium concepts such as cups and beans.
Europe includes: France, Germany, Italy, the Netherlands, Spain and the United Kingdom
Source: IRI retail databases; period ending 28 June 2015
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
370.6
191.2
17.9
0 200 400
Coffee
Mineral Water
Tea - 3.9
- 190.0
- 268.2
-300 -200 -100 0
Cocoa
Juices, Squashes &Syrups
Soft Drinks
Millions Millions
PULSE REPORT
2 372
1 784
1 589
1 266
359
0.3 0.3
-2.7
-1.4 1.1
Eu
ros,
in M
illio
ns
Euro Sales % € vs. YA
31.4%
23.6%
21.0%
16.7%
4.8% 2.5%
Soft Drinks Mineral Water Juices, Squashes & Syrups Coffee Tea Cocoa
France
7
KEY TRENDS
• Price wars between retailers is continuing
to impact value trend. Creating a nearly
1.5 point growth gap between value and
volume trends.
• No major weather impact for this period.
• Soft drinks maintain a positive trend in
value thanks to fresh tea. A sharp
slowdown due to colas with a decline in
both volume and value.
• Mineral water is now growing in both
volume and value thanks to new products
and an increase of promotional activity.
2 372
1 784
1 589
1 266
359
191
Euro Sales
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
Source: IRI retail databases; period ending 28 June 2015
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
PULSE REPORT
- 5.9
- 17.9
- 43.7
-100 -80 -60 -40 -20 0
Cocoa
Coffee
Juices, Squashes &Syrups
France
8
CATEGORY INSIGHTS
• Private label continues to decline throughout all of the categories this year, as with all fast-
moving consumer goods (FMCG).
• Juices are always declining, mainly due to private labels and lower priced options.
• In mineral water, Nestlé Waters and Cristalline explained the growth of the market. The
Cristaline brand is demonstrating growth, thanks to its low price positioning and Nestlé
activated several levers such as promotion, new products especially Volvic Juicy.
• Soft drinks – Coca-Cola Life (with Stevia) was launched in December with good first results
but with a lot of investments (promotions and media). Two products are now in the top 10 of
new soft drink products.
• In the coffee market, pods continue to grow, while other coffees are facing declines.
• Pods and green teas are always driving growth within the tea sector.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
6.8
5.5
4.0
0 2 4 6 8
Soft Drinks
Mineral Water
Tea
Source: IRI retail databases; period ending 28 June 2015
Millions Millions
PULSE REPORT
5 742
4 010
3 540
2 699
693 -2.3
9.5
0.5 -2.3 5.6
Eu
ros,
in M
illio
ns
Euro Sales % € vs. YA
34.1%
23.8%
21.0%
16.0%
4.1% 1.0%
Soft Drinks Coffee Mineral Water Juices, Squashes & Syrups Tea Cocoa
Germany
9
KEY TRENDS
• The overall value sales of drinks
increased by 1.3%, whereas the volume
declined by 2.6%; the decline in volume
is driven by non promoted sales.
• Coffee has shown substantial growth of
9.5% which was driven by increase in
price and managed to increase its share
by 1.8 point.
• The growth in drinks was fueled by
national brands, while private labels
registered a decline in all categories
except coffee and tea.
• The decline in hard discounters was
offset by the positive development in
other channels contributing to overall
growth.
• Coffee is the major contributor toward
growth in drink sales followed by tea
while soft drinks and juices, squashes &
syrups are in a decline.
5 742
4 010
3 540
2 699
693
175
Euro Sales
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 28 June 2015
PULSE REPORT
Germany
10
CATEGORY INSIGHTS
• Coffee has shown significant growth across all channels. The growth is powered by roast &
ground coffee and roasted coffee pods. The growth in roast & ground coffee can be attributed
to price increase, while coffee pods have grown due to gain in volume (7.1%). Contribution
of promotional sales in coffee is very prominent with 41.9% sales coming from promotions.
• Growth in tea looks sustainable with all its segments showing positive development. Herbal
tea is a major driver of growth followed by black tea. Contribution from promotional sales is
limited suggesting the inherent inclination of consumers toward tea.
• Sales for mineral water have been flat (0.6%). There have been a decline in volume sales
(-1.7%) but an increase in prices managed to offset the value decline. Decline in volume is
driven by carbonated mineral water and water with little CO².
• Cocoa managed to register a growth of 1.1%, which was fueled by national brands. Private
label pulled down the category growth with declines in both normal and promotional sales.
• Soft drinks declined across all segments. Water with add-ons and cola observed maximum
decline. Energy drinks was the only growing segment in soft drinks. Performance of private
label was poor across all segments.
• Sales for juices, squashes & syrups declined by 2.3% which was driven by private label in
hard discounters. The growth from promotional sales was not sufficient to offset the decline
in normal sales.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 28 June 2015
- 63.1
- 133.5
-150 -100 -50 0
Juices, Squashes &Syrups
Soft Drinks
347.7
37.0
18.9
1.9
0 200 400
Coffee
Tea
Mineral Water
Cocoa
Millions Millions Millions
PULSE REPORT
1 857
1 679
1 366
841
273 1.1
-4.6 -1.3 -4.0 6.1
Eu
ro
s, in
Mil
lio
ns
Euro Sales % € vs. YA
30.5%
27.6%
22.5%
13.8%
4.5% 1.1%
Mineral Water Soft Drinks Coffee Juices, Squashes & Syrups Tea Cocoa
Italy
11
KEY TRENDS
• Italian gross domestic product (GDP) is
slightly positive after several years of a
negative trend.
• The FMCG trend is positive both in volume
and value despite decreasing promotional
pressure. The increase of sales is spread
across all sectors, but mainly beverages.
• The trends have been impacted by
temperatures with values above average (in
the beginning of the year and May): positive
for water, energy drinks, ready-to-drink
(RTD) tea, but negative for soft drink
categories (colas, orangeades) facing
‘wellness choice’ in consumer behavior.
• The Italian market in the first half of 2015
showed a positive trend in the water
category thanks to still segments that
continue to gain market share (low price
and wellness positioning).
• Negative trends for high price hot beverages
such as coffee, with the exception of the
pod segment, but a positive increase for tea
(less expensive alternative).
•
1 857 1 679
1 366
841
273
69
Euro Sales
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
Source: IRI retail databases; period ending 28 June 2015
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
PULSE REPORT
Italy
12
CATEGORY INSIGHTS
• In 2015 some positive opportunities come from the economic scenario and FMCG:
− GDP is slightly positive
− Low level of inflation rate
− Positive trend in total consumption (particularly in durable goods)
− Strengthening of consumer demand
− FMCG positive trend in the first half of 2015: 2.1% value change and 1.8% in
volume
• In Italy, price and a strong wellness positioning are supporting growth of the still water
segment which, in turn, is supporting the overall mineral water category.
• The carbonated soft drinks (CSD) and juices sector experienced strong decline during the
past year. Many segments (colas, orangeades, lemon lime, tonic, Chinotto) recorded
negative trends despite a positive beginning to hot season.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 28 June 2015
- 4.0
- 18.1
- 34.9
- 80.3
-100 -60 -20
Cocoa
Coffee
Juices, Squashes &Syrups
Soft Drinks
20.8
15.6
0 10 20
Mineral Water
Tea
Millions Millions
Millions
PULSE REPORT
882
657
157 133 95
-1.2 4.1 -3.4
5.2 2.1
Eu
ros,
in M
illio
ns
Euro Sales % € vs. YA
45.6%
33.9%
8.1%
6.9% 4.9%
0.6%
Soft Drinks Coffee Juices, Squashes & Syrups Tea Mineral Water Cocoa
The Netherlands
13
KEY TRENDS
• Total drinks is growing in the Netherlands,
in value (0.3%), but declining in volume
(-4.1%).
• Price increases and lower promotional
pressure have impacted volume negatively.
• Hot and cold drink sectors saw volume
decline due to price increases. Cold drinks
also saw sales decline, but value for hot
drinks grew because of premium coffee
concepts such as cups and beans.
• Market share of Aldi keeps decreasing
despite having Coca-Cola and Fanta in the
assortment.
882
657
157 133 95
11
Euro Sales
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 28 June 2015
PULSE REPORT
The Netherlands
14
CATEGORY INSIGHTS
• The winner is coffee. With price increases in the ground coffee segment and more premium
concepts such as cups and beans, the category is growing after years of decline.
• Tea is also growing in the Netherlands. The largest segment (black tea) only grows in value
because of price increases, but segments such as green tea and herbal tea both grew in
value and volume.
• Growth in syrups and squashes continues in the Netherlands. The growth comes along with
increased value and volume within water, indicating that consumers might change from
drinking soft drinks to drinking lemonades and waters.
• Sales within juice is declining, mainly driven by the fact that more places offer consumers
the ability to tap their own fresh orange juice in-store.
• There seems to be three major reasons for the strong decline in soft drinks, mainly driven
by cola, orange and fruit flavoured still drinks. First, the public discussion about the high
amount of sugar in soft drinks. Second, the upcoming competition from beer alternatives
(i.e. Radler) with 0% alcohol seems to impact the soft drink turnover. Shoppers seem to
switch from soft drinks to these more ‘mature’ alternatives. And third, the promotional
pressure for soft drinks is down versus last year.
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 28 June 2015
- 5.5
- 10.9
-12 -8 -4 0
Juices, Squashes &Syrups
Soft Drinks
25.8
6.6
1.9
1.0
0 10 20 30
Coffee
Tea
Mineral Water
Cocoa
Millions Millions Millions
PULSE REPORT
1 875
842
704
140 83
-2.2 4.3 0.2 5.6 4.3
Soft Drinks MineralWater
Coffee Tea Cocoa
Eu
ros,
in M
illio
ns
Euro Sales % € vs. YA
51.3%
23.0%
19.3%
3.8%
2.3%
0.3%
Soft Drinks Mineral Water Coffee Tea Cocoa Juices, Squashes & Syrups
Spain
15
KEY TRENDS
• The decline of the soft drink segment has
deflated the whole drink industry in Spain.
• Indian tonic sales continue with a strong
increase both in value and volume, due to
gin and tonic coming back in fashion.
• Iced tea, tinto de verano, sport drinks,
ginger and energy drinks also experienced
a rise in sales both in volume and value.
• Mineral water had a positive evolution in
value and volume, Coca-Cola Co. being the
manufacturer that benefits most from the
strongest sales increase of the category.
1 875
842
704
140 83
12
Euro Sales
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 28 June 2015
PULSE REPORT
CATEGORY INSIGHTS
• In soft drinks, private label has successfully increased sales, but only for value. All
manufacturers experienced a decrease in sales both in volume and in value. Hopefully, the
rebrand by Coca-Cola Co. will show its effect during the second half of 2015. The Coca-Cola
rebrand in Spain focused on the can design and grouped all Coca-Cola products together on
the store shelf, not mixing the brand with products from other manufacturers. This should
contribute to change colas challenging situation (-2.1% in volume, -1.3% in value for the
first half of 2015 versus one year ago).
• JGC continue with their reduction price campaign, that has implied a further sales growth,
both in volume and value for iced tea.
• Mineral water without gas increases sales in volume (2.2%) and in value (2.5%). Still water
continues to increase its sales thanks to manufacturer brands and innovation, both in
formats and in flavors. Mineral water with gas have seen faster growth in sales than water
with no gas (2.7% in volume and 3.0% in value).
• Coffee pods are the only segment that show a sales increase in coffee (8.8% in volume and
10.0% in value).
• During the first half of 2015 there were innovations in juices both in format and formulas,
bringing them closer to other segments like energy drinks (Pascual added caffeine and
guaraná to Bifrutas, a juice and milk drink) or sport drinks (Orangina Schweppes with its
Sunny Sport).
Spain
16
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
Source: IRI retail databases; period ending 28 June 2015
- 0.7
- 42.1
-50 -30 -10
Juices, Squashes &Syrups
Soft Drinks
34.4
7.4
3.4
1.4
0 10 20 30 40
Mineral Water
Tea
Cocoa
Coffee
Millions Millions Millions
PULSE REPORT
56.5%
14.3%
13.4%
7.1% 6.7% 2.0%
Soft Drinks Coffee Mineral Water Tea Juices, Squashes & Syrups Cocoa
5 008
1 263 1 187
630 593
-0.2 2.6 10.2
-7.7 -6.6
Eu
ros,
in M
illio
ns
Euro Sales % € vs. YA
The United Kingdom
17
KEY TRENDS
• Soft drinks, the biggest segment, has seen
growth rate slow down compared to the
mineral water segment due to price
pressure from discounters, in-store
promotions and greater focus on healthier
lifestyles.
• Tea continues to see declines (7.7%) as
the growth in fruit, herbal and green teas
are not enough to offset the losses in black
tea.
• Coffee is seeing growth (2.6%) as
consumers continue to trade up to more
premium instant coffees and pods.
• Mineral water has seen strong value gains
(10.2%). Waters’ natural and healthier
positioning, and convenience of use when
on the go, are driving demand for the
category. Price inflation has helped boost
value sales.
Eu
ros,
in m
illi
on
s
CATEGORY VALUE SALES IN THE LAST YEAR
CATEGORY SHARE OF VALUE IN THE LAST YEAR
TOP 5 CATEGORIES: EVOLUTION
Value sales (€) and % change versus a year ago
Source: IRI retail databases; period ending 28 June 2015
5 008
1 263 1 187
630 593 180
Euro Sales
PULSE REPORT
The United Kingdom
18
CATEGORY INSIGHTS
• Pressure from discounters continued in 2015, with both Aldi and Lidl gaining share, putting
pressure on the top four grocers. In response to this, grocers are continuing to rationalise
their ranges in order to maximise profitability of store space. Therefore the competition for
space is shooting up as manufacturers fight to keep all their SKU’s (stock keeping unit) on
shelf above competitors.
• Hot drinks remain in volume decline as younger consumers shun traditional black tea and
instant coffees in favor of bottled water. However hot drinks have seen value remain stable
as consumers switch to more premium sectors.
• The tea market has seen strong growth from fruit & herbal and green sectors, where the
numbers of products available continue to increase, however standard black tea continues to
decline dramatically.
• In coffee – pods and super premium continue to see strong growth while the premium and
regular sectors of instant coffee continue to decline despite heavy promotions this year.
Source: IRI retail databases; period ending 28 June 2015
TOP LOSERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
TOP WINNERS: VALUE SALES CHANGE VERSUS A YEAR AGO (€)
- 0.3
- 8.2
- 42.1
- 52.6
-60 -40 -20 0
Cocoa
Soft Drinks
Juices, Squashes &Syrups
Tea
109.7
31.7
0 50 100
Mineral Water
Coffee
Millions Millions Millions
PULSE REPORT
Final Notes
19
Notes on category definitions for countries
Due to the diverse products found in individual countries across this market it was necessary to
consolidate the available data into the categories in this report. In some cases, it was not
possible to align products across all six countries. Those exceptions are listed below:
Soft Drinks
• The UK data in this report does not contain iced tea and other tea based beverages and the
other countries do not.
Juices, Squashes & Syrups
• The German data in this report includes smoothies and refrigerated fruit juice; other
countries do not.
Mineral Water
• The French data in this report includes flavored mineral water whereas the other countries do
not.
• The Italian data in this report includes flavored sports drinks whereas the other countries do
not.
PULSE REPORT
Resources
20
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+49 (0) 211 36119 150 with questions or comments about this report.
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contact your IRI client service representative regarding custom analyses leveraging the
following resources:
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sector. With access to accurate, granular detail by category, geography, measure, and time
period, clients have the tools needed to develop marketing and sales strategies based on
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