Established countries

Characteristics

Established countries generally enjoy a high degree of political and economic stability and have similar economic characteristics.

They typically exhibit high levels of disposable income per capita. This improves the affordability of our products, especially our single-serve packages designed for immediate consumption.

Established countries are characterised by:

• high consumer sophistication
• high net sales revenue per unit case
• moderate rates of consumption growth for sparkling beverages
• a trend towards faster growth in consumption of non-sparkling drinks, particularly waters and juices

Trends and opportunities

The growth in consumption of non-sparkling drinks is strongly influenced by current demographic trends, including an ageing and increasingly affluent population. Some consumers associate these drinks with physical well-being, health and fitness.

The most important trend generally affecting the future consumption channel in our established countries is the increasing concentration of the retail sector.

However, we see many opportunities for further growth in the immediate-consumption channel in these countries by extending our penetration of small retail outlets, specialised consumption venues and workplaces.

Activation at the final point of sale is also a key focus of our sales and marketing efforts in these countries. We sell our products through a combination of wholesalers and our direct delivery system and we continue to expand our direct distribution capabilities.

Back to top