Global Food and Beverage Survey 2013-2014 – Market Trends, Marketing Spend and Sales Strategies Industry

Executives from the global food and beverage industry expect to see increased levels of consolidation, with 53% of respondents anticipating that there will be either a ‘significant increase’ or an ‘increase’ in merger and acquisition activities in 2013. The anticipation of M&A among global food and beverage industry respondents has increased by seven percentage points as compared to the 2012 survey and has decreased by two percentage points as compared to the 2011 survey. Respondents from food and beverage manufacturing companies expect an increase in consolidation activity due to industry specific reasons, such as the consolidation of food packaging businesses, to make up for declining volumes, increasing cost pressures, expansion in new markets, and increasing competition.

An analysis of responses by food manufacturer companies reveals that ‘new product development’, ‘machinery and equipment purchase’, and ‘IT infrastructure development’ will record significant increases in capital expenditure in 2013. In addition, global beverage manufacturer companies reveals that ‘new product development’, ‘machinery and equipment purchase’, and ‘facility expansion’ will register some increase in capital expenditure in 2013.

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Global food manufacturer respondents consider Singapore, Taiwan and Hong Kong, the US and Canada to offer the largest growth potential among developed markets in 2013–2014. Singapore’s economy is expected to strengthen considerably in 2013, as a result of growth in the country’s transport engineering, food and beverages and construction industries. Singapore’s Ministry of Trade and Industry forecasts that the country’s annual GDP growth is projected to increase by 1%–3% in 2013. In addition, respondents from the global beverage manufacturer industry consider Singapore, Taiwan and Hong Kong, the US, and Australia to offer the largest growth potential among developed markets in 2013–2014.

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Key Market Issues

- Global food manufacturer respondents consider China, India and Brazil to offer the largest growth potential among emerging markets in 2013-2014.

- ‘Pressure on margins’, ‘customer price sensitivity’, ‘volatility and increase in input costs’, and ‘regulatory changes’ are the most immediate business concerns.

- The projected average size of the global annual marketing budget for supplier companies in the food and beverage industry in 2012 was US$3.5 million, but this rose to US$3.9 million in 2013.

- ‘Corporate and brand websites’ was highlighted as a key investment area by 51% of supplier respondents, while 47% of respondents projected a strong investment growth in ‘email and newsletters’.

- Overall, ‘competitor and market intelligence research’, ‘customer intelligence and analytics’, and ‘CRM systems’ were identified as the marketing and sales solutions that most respondents expected to be invested in during 2013.

Key Highlights

- An analysis of revenue growth expectations by senior level respondents reveals that 52% are ‘more optimistic’ about their company’s revenue growth in 2013.

- Survey results show that, 48% and 35% of supplier respondents respectively project at least some increase in capital expenditure on ‘new product development’ and ‘sustainable or green initiatives’ in 2013.

- Across the global food and beverage manufacturers’ industry, the top three expected key changes in business structure are addition of ‘new products and services’, ‘improving operational efficiency’ and to ‘expand in emerging markets’.

- According to 35% and 20% of respective respondents from global food and beverage manufacturer companies, headcounts in their organizations in 2013 is expected to increase steadily by up to 2% of their current workforce.

- US, Singapore, Taiwan and Hong Kong and South Korea offer the highest growth potential among developed countries in 2013-2014.

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Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.3 Methodology
1.4 Profile of Survey Respondents
1.4.1 Profile of buyer respondents
1.4.2 Profile of supplier respondents
2 Executive Summary
2.1 Overall 55% of respondents from the global food and beverage industry are more optimistic about revenue growth in 2013
2.2 Mergers and acquisitions in the global food and beverage industry expected to increase in 2013
2.3 China, India and Brazil are the most important emerging markets in the global food industry to offer growth in 2013
2.4 'Pressure on margins', 'customer price sensitivity', 'volatility and increase in input costs', and 'regulatory changes' remain leading concerns for the global food and beverage industry in 2013
2.5 Average annual marketing budget of suppliers is expected to increase
2.6 'Corporate and brand websites', 'email and newsletters', and 'online content sites and portals' are to dominate future investment
2.7 'Customer retention', 'brand building or awareness', and 'customer acquisition' dominate the key marketing aims of suppliers for 2013-2014
2.8 'Strategic and tactical consulting', 'low cost', and 'ability to customize and target ad delivery' are the three leading critical success factors for suppliers in 2013
3 Global Food and Beverage Industry Dynamics
3.1 Revenue Growth Projections in the Global Food and Beverage Industry
3.1.1 Revenue growth projections by buyers - food manufacturers
3.1.2 Revenue growth projections by buyers - beverage manufacturers
3.1.3 Revenue growth projections by suppliers
3.1.4 Revenue growth projections by region
3.1.5 Revenue growth projections by company turnover
3.1.6 Revenue growth projections by senior level respondents
3.2 Future Developments in Business Structure in the Global Food and Beverage Industry
3.2.1 Future developments in business structure by buyers - food manufacturers
3.2.2 Future developments in business structure by buyers - beverage manufacturers
3.2.3 Future developments in business structure by suppliers
3.2.4 Future developments in business structure by region
3.2.5 Future developments in business structure by company turnover
3.2.6 Future developments in business structure by senior level respondents
3.3 Merger and Acquisition Activity Projections in the Global Food and Beverage Industry
3.3.1 Merger and acquisition activity projections by buyers - food manufacturers
3.3.2 Merger and acquisition activity projections by buyers - beverage manufacturers
3.3.3 Merger and acquisition activity projections by suppliers
3.3.4 Merger and acquisition activity projections by region
3.3.5 Merger and acquisition activity projections by company turnover
3.4 Capital Expenditure Forecast - Global Food and Beverage Industry
3.4.1 Forecast of capital expenditure by buyers - food manufacturers
3.4.2 Forecast of capital expenditure by buyers - beverage manufacturers
3.4.3 Forecast of capital expenditure by suppliers
3.4.4 Forecast of capital expenditure by region
3.4.5 Forecast of capital expenditure by company turnover
4 Global Food and Beverage Industry Market Growth Outlook
4.1 Global Food and Beverage Industry - Demand in Emerging Markets
4.1.1 Demand in emerging markets by buyers - food manufacturers
4.1.2 Demand in emerging markets by buyers - beverage manufacturers
4.1.3 Demand in emerging markets by suppliers
4.1.4 Demand in emerging markets by region
4.1.5 Demand in emerging markets by company turnover
4.1.6 Important factors to target emerging markets
4.2 Global Food and Beverage Industry - Growth Expectations in Developed Markets
4.2.1 Growth expectations in developed markets by buyers - food manufacturers
4.2.2 Growth expectations in developed markets by buyers - beverage manufacturers
4.2.3 Growth expectations in developed markets by suppliers
4.2.4 Growth expectations in developed markets by region
4.2.5 Growth expectations in developed markets by company turnover
5 Threats and Opportunities for the Global Food and Beverage Industry
5.1 Global Food and Beverage Industry - Leading Business Concerns for 2013
5.1.1 Leading business concerns by company type - food manufacturers
5.1.2 Leading business concerns by company type - beverage manufacturers
5.1.3 Leading business concerns by suppliers
5.1.4 Leading business concerns in 2013 by region
5.1.5 Leading business concerns in 2013 by company turnover
5.2 Key Consumer Trends Projected to Shape the Food and Beverage industry in 2013
5.2.1 Key consumer trends for food and beverage industry by buyers - food manufacturers
5.2.2 Key consumer trends for food and beverage industry by buyers - beverage manufacturers
5.2.3 Key consumer trends for food and beverage industry by suppliers
5.2.4 Key consumer trends for food and beverage industry by region
5.2.5 Key consumer trends for food and beverage industry by company turnover
5.2.6 Leading strategies to combat volatility in input costs
5.3 Global Food and Beverage Industry - Key Supplier Actions to Secure Business
5.3.1 Actions to maintain and secure business-buyer respondents
5.3.2 Actions to maintain and secure buyer business by region
5.3.3 Actions to maintain and secure buyer business by company turnover
6 Food and Beverage Industry - Supplier Marketing Spend Activity
6.1 Annual Marketing Budgets - Global Food and Beverage Industry Suppliers
6.1.1 Annual marketing budgets by region
6.1.2 Annual marketing budgets by company turnover
6.2 Global Food and Beverage Industry - Planned Change in Marketing Expenditure
6.2.1 Planned change in marketing expenditure by region
6.2.2 Planned change in marketing expenditure by company turnover
6.3 Global Food and Beverage Industry - Future Investments in Marketing Channels
6.3.1 Future investment in media channel by region
6.3.2 Future investment in marketing channel by company turnover
6.4 Global Food and Beverage Industry - Suppliers' Future Investment in Marketing and Sales
6.4.1 Planned investment in marketing and sales technologies by region
6.4.2 Future investment in marketing and sales channel by company turnover
7 Global Food and Beverage Industry - Marketing and Sales Behaviors in 2013-2014
7.1 Global Food and Beverage Industry - Key Marketing Aims of Suppliers for 2013-2014
7.1.1 Key marketing aims by region
7.1.2 Key marketing aims by turnover
7.2 Global Food and Beverage Industry - Essential Amendments to Marketing Activities in 2013-2014
7.2.1 Amendments to marketing activities by company turnover
7.3 Critical Success Factors for Choosing a Marketing Agency
7.3.1 Critical success factors by company turnover
8 Appendix
8.1 Survey Results - Closed Questions
8.2 About Canadean
8.3 Disclaimer

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Global Food and Beverage Survey 2013 – Economic Outlook in BRIC

Global food and beverage Industry Survey 2013: Economic Outlook in BRIC” is a new report by Canadean that provides the reader with an extensive and authoritative analysis of the economic outlook in BRIC for 2013. Furthermore, this report grants access to the opinions and strategies of business decision makers and competitors with regard to the growth prospects of the four largest emerging economies, and examines their actions surrounding business opportunities in these countries in 2013. In addition, the global food and beverage industry survey report provides a comprehensive account of the opinions conveyed by executives to help the reader judge which of the BRIC nations could really be the drivers of the global economy in 2013. The report also provides access to information categorized by company type, region, and company turnover.

Introduction and Landscape

Why was the report written?

This report is the result of an extensive survey drawn from Canadean’s exclusive panel of leading global food and beverage industry companies; it identifies respondents’ current business scenario with BRIC nations and demonstrates respondents’ intentions of changes in the economic outlook of BRIC nations in 2013. Furthermore, the report tracks the leading business concerns that affect business with BRIC nations and understands respondents’ willingness in regard to doing business with BRIC nations in 2013.

What is the current market landscape and what is changing?

The survey reflects that manufacturer respondents from the global food and beverage industry acknowledge ‘China’ and ‘Russia’ as the key BRIC nations for their current business operations; in addition, respondents expect a positive economic outlook for the BRIC nations in 2013.

What are the key drivers behind recent market changes?

Both manufacturers and suppliers from the global food and beverage industry identify that the ‘policy towards foreign investment’ in BRIC nations will improve significantly in 2013.

What makes this report unique and essential to read?

Global Food and Beverage Industry Survey 2013: Economic Outlook in BRIC is a new report by Canadean that provides the reader with an extensive and authoritative analysis of the economic outlook in BRIC for 2013. This report identifies respondents’ current business scenario with BRIC nations and demonstrates respondents’ intentions of changes in the economic outlook in 2013. In addition, the global food and beverage industry survey report provides a comprehensive account of the opinions conveyed by executives to help the reader to judge which of the BRIC nations could really be the drivers of the global economy in 2013.

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Key Features and Benefits

• To identify the perceptions of executives about the intensity of current business with BRIC nations, and explore the change in business conditions and their influence on BRIC nations in 2013.
• Analyzes the business expectations of global food and beverage industry respondents within the BRIC nations.
• Uncovers the key issues and challenges that restrain respondents from business with BRIC nations.
• Identifies the economic outlook for the BRIC nations in 2013.
• To understand the expected changes in business volumes with Brazil, Russia, India, and China in 2013.

Key Market Issues

• In total, 57% of respondents from Asia-Pacific declare that they currently operate their business in ‘China’, while 52% from North America operate their business in ‘Brazil’.
• Respondents from small and large companies indicate high growth in ‘Brazil’, while respondents from medium-sized companies acknowledge ‘India’ and ‘China’ as the key growth markets for business expansions in 2013.
• Regardless of regional classification across all BRIC nations, respondents highlight that their companies do not plan to do business with BRIC nations in 2013, as it is ‘not part of current business strategy’.
• Global food and beverage industry supplier respondents identify that the ‘physical infrastructure’ is a key attribute that is expected to witness considerable improvement in Brazil, Russia, and China in 2013.
• Analysis reveals that 49% and 40% of respondents from the global food and beverage manufacturing segment anticipate ‘no major changes expected’ in the general state of economy of Russia and China in 2013 respectively.

Key Highlights

• In total, 59% and 53% of supplier respondents consider ‘China’ and ‘India’ as the most significant BRIC markets respectively.
• Canadean’s industry survey reveals that manufacturer respondents gave comparatively more preference to business with ‘China’ over the next 12 months, while suppliers prefer ‘Brazil’.
• Of supplier respondents, ‘unfavorable government policies’ is considered the key barrier for business dealings with Russia in 2013, followed by ‘poor infrastructure’ for business with India.
• In total, both manufacturer and supplier respondents from the global food and beverage industry consider that the ‘policy towards foreign investment’ will see some positive changes in 2013 across all four BRIC nations.
• Overall, 49% of manufacturer respondents state that there are ‘no major changes expected’ in the future economic outlook of Russia in 2013.

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