Azerbaijan market of non-alcohol beverages. Complete overview
Main players at the market are first of all global leading companies, The Coca-Cola Company and PepsiCo. Joined share of the companies 2 last years is more then 70% of CSD sales in the country. Non-alcohol beverages under the brand Gulustan have also good position at the market, it’s share in average sales is about 18-20%. As well as position of Georgian company “Natakhtary” with about 7% of CSD sales, and popularity of the brand is still increasing. So we can make a conclusion that Azerbaijan market of non-alcohol beverages is charecterised by high concentration as far as almost all the sales belong to 3 companies.
According to retail audit data, leading positions in sales by brands got Coca-Cola Fanta (18%), Coca Cola (15%), Sprite (9%), Mirinda (9%), Pepsi – (8%). Sales are devided by tastes in the following way: almost a third part if it in money and physical terms is beverages with cola taste (almost all of the segment consists of Coca-Cola and Pepsi products). The second line in rating occupies tastes "orange", «lemon» and «green apple». Between the traditional tastes consumers prefer tastes «pear», «estragon» and «pearch». Non-alcohol carbonated beverages at Azerbaijan market are presented in wide range of taste varieties.
Average price for a packaging is not higher then definite maximum, but still it’s hard to divide the products to price segments clearly as it is at beer market for example. Main part of the products (more then 95%) are in price interval 0,7 - 0,72 manats per litre. Several imported beverages are the exсeptions to the rule, but the shares of these products in physical terms are very low. The same can be said on the beverages produced by handicraft methods at small companies: prices can be about 0,3-0,5 manats per litre, so the price level is much lower, then average, but the shares in physical terms are so small that can be not accounted.
Smaller producers cannot stand the competent struggle because of the lack of resources for products quality increase, marketing communications and market researches as well as for new products’ development and invasion. This price segment of the market is insignificant.
Sales of beverages packed in plastic bottles make considerable shares of the market by price and by physical indexes. Share of beverages in glass bottles and cans sales stay minority in spite of its increase. Average price of beverages in aluminium and glass packages is much higher then in plastic. It’s specific gravity in sales, measured in litres, 2 times lower then price index. There were no considerable jumps and changes in the segment. Different volume packages demand dynamics doesn’t change by seasons. The most popular are 2 and 1,5 liter packages. In summer one can notice a small increase of 0,5 volume packaging sales as well as 1 liter packaging. Share of 1,5 litre packages are the same all year round. So share of 2 litre bottles decrease a little in summer.
For sure the market of non-alcohol beverages in Azerbaijan got a considerable point of it’s development and the existing distribution system of the leading companies pays its way. Distributing system and laying-out is kept on a rather high level, numerable distribution of the leading companies stays at reasonable positions. Average number of SCU, presented in 1 retail outlet is about 30-32, about 25 of which belong to leading companies. Sowe can make a conclusion that the Azerbaijan non-alcohol beverages market is still far from saturation.