Canadian households spent over $8 billion on beverages in 2007



    Nielsen's annual beverage study shows beverages consistently
    part of Canadian shopping baskets

    MARKHAM, ON, Dec. 7 /CNW/ - The Nielsen Company today announced the
release of the 2007 edition of the annual Beverage Study. The report provides
confirmation that Canadians have a healthy thirst for beverages. The
$8.4 billion in sales of beverages represents a 5% increase in National All
Channels sales, on pace with total grocery product sales of +5% for the
52 weeks ending September 1, 2007.
    The 2007 study offers a variety of insights on consumers' attitudes and
preferences about beverages, such as:

    
    -   Beverage products are included in the shopping basket 45% of the time

    -   The average Canadian household spends $506 on beverage products
        throughout the year, representing 14% of their annual Grocery spend

    -   Seventeen of the thirty-one beverage categories available on the
        shelf are showing growth of +5% or higher

    -   Regionally, the highest growth in the beverage categories belongs to
        Alberta, with a 9% dollar sales increase over the previous year

    -   Sales increases were evident in both Hot Beverages (+6%) and Cold
        Beverages (+5%)
    

    "It isn't a surprise that Canadians continue to be enthusiastic about
beverage categories," said Dave Mann, Senior Vice President Marketing and
Sales, The Nielsen Company. "Innovation in everything from on-the-go packaging
to "better for you" green iced tea to new diet energy drinks has given the
consumer a beverage choice for almost any occasion. What was interesting in
this year's Beverage Study, is that the increases were consistent across every
region and channel demonstrating clearly that the focus beverage manufacturers
continue to apply to new products is paying off right across the country."
    "In addition to their demand for flavour and variety in beverage options,
consumers will continue to seek products that support their health and
wellness," Mann continued. "The Better For You (BFY) beverage segment, which
includes products that are diet, sugar-free, low sodium, or organic, now
accounts for 29% of total beverage sales nationally across all channels."
    Other areas impacting the beverage category which manufacturers should
keep in mind include seasonality, managing the shelf effectively and the
impacts of globalization on traditional retailing. Quenching your thirst may
be a simple thing for the consumer, but for the manufacturers and retailers
competing in this aggressive category it's anything but!

    About the Beverage Study

    The Nielsen Beverage Study combines consumer data from Homescan and
PanelTrack surveys and retail tracking data sourced from scanning within
MarketTrack(TM). Information provided includes key performance metrics and
trends across 31 beverage categories, and helps clients understand market
size, key contributing items/categories/segments, fair share of shelf, and
consumer targeting opportunities.

    About The Nielsen Company

    The Nielsen Company is a global information and media company with
leading market positions in marketing information (ACNielsen), media
information (Nielsen Media Research), online intelligence (NetRatings and
BuzzMetrics), mobile measurement, trade shows and business publications
(Billboard, The Hollywood Reporter, Adweek). The privately held company is
active in more than 100 countries, with headquarters in Haarlem, the
Netherlands, and New York, USA. For more information, please visit,
www.nielsen.com.

    Note to Editors: Look for this news release and other Nielsen news on the
    Internet at http://www.acnielsen.ca.





For further information:

For further information: Kristen Ridley, (905) 943-8343

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