Serbia Soft Market Insights

SOFT DRINKS SERVICE
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Section 3A
Section 3B
Section 3C
Section 3D
Section 3E
Section 3F
Section 3G
Section 3H
Section 3I
Section 3J
Section 3K
Section 3L
Packaged Water
Bulk/HOD Water
Carbonates
Juice
Nectars
Still Drinks
Squash/Syrups
Fruit Powders
Iced/Rtd Tea Drinks
Iced/Rtd Coffee Drinks
Sports Drinks
Energy Drinks
Methodology
Soft Drinks Attributes Definitions
Product Definitions
Packaging Definitions
Glossary
Map
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VOLUME
JUICE
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
2002
2003
2004
2005
2006
2007
2009
31.1
26.8
31.1
26.8
0.0
0.1
Data revised to take into account the full affect of the financial crisis on this category.
HAPPY DAY
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
FRUVITA
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
NECTARS
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
2008
2.2
1.2
-45.7
1.9
1.5
-20.5
0.3
1.3
370.4
2.1
1.4
-32.0
170.5
159.5
-6.5
Data revised to take into account the full affect of the financial crisis on this category.
LA VITA
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
VOCNA DOLINA
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
STILL DRINKS
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
64.7
48.7
-24.7
9.7
13.7
41.7
17.5
30.4
39.0
49.8
55.8
69.9
76.6
76.4
21.6
45.6
56.2
72.9
79.1
99.0
108.3
107.9
23.4
49.8
44.0
46.4
41.8
41.7
41.4
41.2
Aqua Viva brand was reclassified from a still drink to a sports drink. Previous years
volumes were revised based on new information as Canadean has extended its scope
and area of research in the market.
HELLO
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
FRUTELLA
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
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9.3
15.3
64.9
11.1
21.1
90.1
16.0
22.0
37.5
17.6
28.6
62.7
20.3
33.3
64.2
21.5
32.5
51.1
8.5
7.7
-9.8
VOLUME
SQUASH/SYRUPS
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
FRUTELLA
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
NECTAR
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
BIP
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
TAKOVO
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
LA VITA
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
ICED/RTD TEA
DRINKS
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
2002
2003
2004
2005
2006
2007
2008
2009
1.8
2.4
3.9
4.9
7.1
8.4
8.9
8.9
20.1
23.2
23.6
24.3
24.7
25.4
26.0
26.1
1031.1
872.7
507.9
398.8
248.6
200.6
192.2
192.5
Previous years volumes were revised based on new information as Canadean has
extended its scope and area of research in the market.
0.2
2.5
1031.1
0.2
2.4
872.7
0.3
1.6
507.9
0.6
3.1
398.8
1.3
4.6
248.6
1.7
5.2
200.6
2.0
5.8
192.2
2.1
6.0
193.7
0.1
0.6
1031.1
0.1
0.7
872.7
0.3
1.7
507.9
0.5
2.3
398.8
1.2
4.3
248.6
1.9
5.8
200.6
2.1
6.2
192.2
2.6
4.6
76.3
0.3
3.0
1031.1
0.4
3.6
872.7
0.7
4.3
507.9
0.8
4.2
398.8
1.1
3.9
248.6
1.0
3.0
200.6
0.8
2.3
192.2
0.4
3.6
831.2
0.9
2.7
200.6
1.1
3.1
192.2
1.5
4.2
190.4
0.1
1.2
1031.1
0.4
2.0
398.8
0.4
1.4
248.6
0.2
0.7
200.6
0.2
0.6
192.2
0.4
1.2
160.7
5.3
6.1
7.2
9.8
13.8
5.8
6.7
7.1
10.1
14.6
9.4
10.2
-2.0
2.7
Previous years volumes were revised based on new information as Canadean has
extended its scope and area of research in the market.
HELLO
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
RAUCH
2010 CYCLE TOTAL
2011 CYCLE TOTAL
% CHANGE
SPORTS DRINKS
2010 CYCLE
TOPLINE
2011 CYCLE
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0.3
0.8
190.0
6.0
1.6
0.8
-49.0
1.7
1.0
-40.8
1.6
1.2
-28.7
0.3
0.9
206.7
0.6
1.2
106.7
0.8
1.8
121.3
0.3
0.8
VOLUME
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
DRINKING YOGURT
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
FERMENTED MILK
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
FLAVOURED MILK
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
SOYMILK
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
WHITE MILK
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
HOT COFFEE
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
2002
2003
2004
2005
2006
2007
2008
2009
139.8
Aqua Viva brand was reclassified from a still drink to a sports drink.
9.1
9.4
9.6
9.9
7.0
9.1
11.1
11.6
118.8
126.0
131.0
135.3
139.5
143.5
147.3
141.3
1205.5 1240.4 1264.6 1266.7 1892.9 1471.2 1227.2

1116.4
Volumes were revised to correct previous over estimated decline in volume when
Kosovo sales were deducted from total Serbian market.
5.0
5.7
6.0
5.9
9.0
7.4
9.5
9.7
0.0
0.0
0.0
0.1
0.1
0.3
0.4
0.5
-100.0
-100.0
-100.0
-98.7
-99.1
-95.8
-95.9
-95.2
37.8
38.1
38.4
38.7
36.8
33.0
32.0
27.6
7.8
10.0
13.4
14.3
15.7
16.5
17.9
16.6
-79.4
-73.8
-65.1
-63.0
-57.3
-50.0
-44.2
-39.8
0.8
0.9
1.0
1.2
1.3
1.5
2.0
3.0
0.0
0.0
0.5
0.6
0.7
0.9
1.0
1.0
-100.0
-100.0
-50.0
-50.0
-46.2
-40.0
-50.0
-67.0
775.6
734.8
730.0
729.4
729.4
712.4
691.0
678.5
360.2
351.0
326.6
283.0
272.3
260.0
261.1
247.1
-53.6
-52.2
-55.3
-61.2
-62.7
-63.5
-62.2
-63.6
360.0
360.0
361.0
368.2
370.3
372.6
376.0
378.8
286.4
292.2
298.1
274.4
265.3
259.7
259.8
258.7
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VOLUME
2002
% CHANGE
RATIONALE FOR
CHANGE
HOT TEA
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
WINE
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
SPIRITS
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
FORTIFIED WINE
2010 CYCLE
TOPLINE
2011 CYCLE
TOPLINE
% CHANGE
RATIONALE FOR
CHANGE
2003
2004
2005
2006
2007
2008
-20.4
-18.8
-17.4
-25.5
-28.4
-30.3
-30.9
2009
-31.7
289.8
285.9
289.6
293.6
294.8
298.4
302.0
310.0
112.8
112.8
112.1
111.7
111.3
111.6
113.6
119.0
-61.1
-60.5
-61.3
-62.0
-62.2
-62.6
-62.4
-61.6
92.2
91.3
90.9
89.2
90.4
89.1
87.7
88.1
65.4
65.4
62.8
55.4
53.6
51.9
50.8
50.6
-29.1
-28.4
-30.9
-37.9
-40.7
-41.8
-42.1
-42.6
58.9
58.0
57.7
57.2
60.1
60.5
62.0
61.5
25.8
25.2
23.1
18.7
18.4
17.5
17.7
16.8
-56.2
-56.5
-60.0
-67.3
-69.4
-71.1
-71.5
-72.7
6.8
6.8
5.2
4.2
4.4
4.1
3.6
3.2
0.7
0.7
0.7
0.5
0.5
0.4
0.5
0.4
-89.7
-89.7
-86.7
-87.0
-89.3
-90.4
-86.1
SOURCE : Trade Interviews; Canadean
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-86.3
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Strong drop in 2009 was slowed in 2010

After a decline in 2009, the effects of the economic crisis slowly diminished in 2010. Nonetheless, high
unemployment, combined with a lack of consumer confidence prevented further growth of the soft drinks
market.
Price promotions in large modern retail outlets remained the main driver for growth. With this in mind, most of
the marketing activities and product innovations were postponed or reduced.
Private Label lines did not fully exploit the increased demand for lower priced goods, and instead faced
competition from smaller, local operators with aggressive pricing strategies. Pack sizes increased, on average,
to provide value to consumers.
Prices being hit hard by the currency depreciation

As the currency slowly depreciated the producers sale strategy was to delay any price increase by as long as
possible.
Modern retail, with aggressive pricing and strong above the line promotions, continued to take share from the
traditional trade. Consumers started to cut down on the number of visits, normally during weekends, to
traditional retailers. The key driver was promotions with flyers and discounts. On-premise was hit more
severely than off-premise as consumer budgets remained tight.
Small companies tried to adapt by offering attractive prices to supermarkets for Private Label production. The
alternative was to continue trying to develop their brand with small marketing budgets. In the face of this,
helping to develop Private Label lines was seen as a necessary evil in the fight for sales.
Two parallel trends were visible in many categories; either a switch to the lower price segments (e.g. towards
PET, lower juice content, bigger pack sizes) or a switch towards healthier and more premium products (e.g.
squeezed chilled juices at home, branded energy drinks and carbonates) that target the small, wealthy
population.
Private Label lines did not benefit from the poor economic conditions as Serbian consumers preferred branded
products. Consumers have more confidence in branded products during the crisis than Private Label. Private
Label also did not have the price advantage, particularly in nectars and still drinks, which it normally enjoys.
Company activity
The Serbian soft drinks market has seen much consolidation in a number of categories in recent years. The
fruit powders category in particular is dominated by Atlantic Grupas brands Cedevita and, following its 2007
acquisition, Multivita.
Bankruptcy also took hold in the past few years. Si&Si lost its franchise for Sinalco carbonates. Unija
Distributera Srbije picked this licence up in 2010 for 0.5 m. Gazprom Neft acquired the packaged water brand
Jazak and made substantial investments at the end of 2010. The acquisition was a result of the purchase of
previous owner NIS, Serbias oil monopoly, in a deal worth around 400 m. While the main purchase was NIS,
Gazprom Neft also acquired Jazak as a result.
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Market Environment ............................................................................................................................................ 2

The Consumer Palate ......................................................................................................................................... 2
All Commercial Beverages .................................................................................................................................. 3
Legislation and Taxation ..................................................................................................................................... 3
Table 1.1.1 Population Size and Growth 1982-2012F ..................................................................................... 4
Table 1.1.2 East Europe Population Size and Growth 2001-2011F ................................................................ 5
Table 1.2 Economic Indicators, 2002-2012F ................................................................................................... 5
Table 1.3 Average Monthly Temperatures (Belgrade) 2005-2009 .................................................................. 5
Table 1.4.1 East Europe Beverage Consumption Per Capita Litres Per Capita, 2001-2011F ..................... 6
Table 1.4.2 East Europe Beverage Consumption Per Capita % Share, 2001-2011F .................................. 7
Table 1.4.3 East Europe Beverage Consumption Per Capita Growth, 2001-2011F .................................... 8
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Market Environment
First signs of stability
Serbia is located at the axis of central and south-eastern Europe and enjoys a climate of cold winters and hot
summers; as a result, demand can be very cyclical. In 2010, warmer than anticipated autumn and winter
seasons helped the carbonates and packaged water categories in particular.
Despite the global downturn, GDP in Serbia increased by at least 1.8% in 2010. A 1% increase in real wages
came in spite of the 26% unemployment rate. Consumers felt the squeeze more than ever in the face of higher
prices and a smaller budget.
Inflation was around 10.5%, caused by the increased price of commodities, like oil and agricultural products,
for the past few years and also a currency depreciation of almost 15%. Optimistic forecasts for 2011 see GDP
growing 3.5%, but, the economy is not expected to recover to pre-crash levels until after 2013.
The global crisis reduced foreign investment and hampered efforts to privatise the remaining state-owned
assets. Efforts to prepare viable companies for sale continued in 2010. The recovery process was being
damaged by an unstable economy and a questionable banking sector. Close cooperation among regulators,
domestic and foreign banks and international financial institutions has ensured that credit will reach
businesses and consumers.
Serbian state debt grew over 30% and reached 12.2 bn and now represents 41.5% of GDP. Serbia remains
strictly committed to its European Union future and the implementation of EU laws and regulations, with the
sovereignty of Kosovo as the only pending issue but also not conditional for EU membership. After years of
economic and political instability, wars and daily double digit currency depreciation in the previous decade, this
crisis seems to be manageable for a very experienced population.
Besides a decreasing population (-4.6% natural increase rate), in recent years there has been a large trend for
rural-urban migration, which has led to the expansion of many cities.
The Consumer Palate

Consumers behaviour became much more rational
An increased risk of unemployment and stringent lending conditions in the banking sector created much more
rational consumer behaviour.
Home cooking and the traditional heavy lunch, with lots of grilled meat, roast pork and lamb, is a very
important part of the day. On the other hand, the urban population (57%) are getting more educated as
consumers. A more modern lifestyle and a lack of free time forced consumers to replace the traditional hot
lunch with a more convenient alternative. The local palate combines elements of Oriental, Mediterranean and
Austro-Hungarian food, as the country is located on the crossroads between east and west. Western foods
that are popular are traditionally homemade jellies, jams and pickled food.
Despite the economic downturn, consumers were more focussed on health, fully supported by anti-obesity
media campaigns and healthy food promotions.
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All Commercial Beverages

Soft drinks continued to take share
Over the last ten years, soft drinks have continued to take a greater share of the total commercial beverage
market. Key categories like packaged water and carbonates grew by 2% in 2010.
White milk, as a key ACB category, fell due to the milk shortage in the second half of 2010. A dispute among
farmers, producers and the government made white milk businesses unprofitable. As a consequence,
Fermented milk fell sharper than white milk but a full recovery is expected in Q1-11. Drinking yogurt, a
traditional part of consumer drinking habits, benefited from this shortage.
After years of sharp growth, beer saw another poor year, together with a continued lack of spirits consumption
due to the strict implementation of drink-drive policies and health concerns.
The culture of drinking wine is popular amongst small segments of the population. Wine consumption is highly
dependant on disposable income, which is why the total consumption has decreased over time. TV shows
have helped to educate the population about wine and a number of small Serbian vineyards are in use.
Growth in the consumption of hot tea was driven by fruit-based teas and Private Label lines. Seasonality and
perceived exclusivity diminished among consumers and the category is expected to have a bright future
ahead.
Hot coffee, as a highly consolidated market, remained stable. Traditional coffee (92%) had two leading brands,
Don and Grand, and they continued to dominate the market, accounting for over 80% of brand share.
Legislation and Taxation

VAT remained at 18%; soft drinks carried no licensing requirements or separate taxes and levies.
In an effort to reduce smoking in a country where as many as one in three are estimated to smoke, a new
smoking law was adopted in May, 2010, and began to be implemented in November. This Act prohibited
smoking in all public and work spaces as well as many entertainment venues. Large fines are given to
individuals and businesses that breach this law. Small cafs and bars can choose to be smoke-free or not,
while larger ones and restaurants must all be smoke-free.
Similarly, an alcohol ban was introduced that forbade its sale from 22:00h - 06:00h in retailers, petrol stations
and kiosks, from May, 2011. For the first time, after several years of attempts, the Fruits of Serbia association
was founded in September 2010. It associates 10 of the biggest JNSD producers to support common interests
of its members.
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YEAR
MILLION
% CHG
% CHG PA
1982
1983
1984
1985
1986
.000
.000
.000
.000
.000
1982-1983
1983-1984
1984-1985
1985-1986
na
na
na
na
1987
1988
1989
1990
1991
.000
.000
.000
.000
9.537
1986-1987
1987-1988
1988-1989
1989-1990
1990-1991
na
na
na
na
na
1982-1987
na
1992
1993
1994
1995
1996
9.662
9.777
9.872
9.938
9.971
1991-1992
1992-1993
1993-1994
1994-1995
1995-1996
1.31%
1.19%
0.97%
0.67%
0.33%
1987-1992
na
1997
1998
1999
2000
2001
10.017
10.025
10.037
9.631
9.636
1996-1997
1997-1998
1998-1999
1999-2000
2000-2001
0.46%
0.08%
0.12%
-4.04%
0.05%
1992-1997
0.72%
2002
2003
2004
2005
2006
9.485
9.497
9.504
7.441
7.412
2001-2002
2002-2003
2003-2004
2004-2005
2005-2006
-1.57%
0.12%
0.08%
-21.71%
-0.39%
1997-2002
-1.09%
2007
2008
2009
2010F
2011F
7.382
7.350
7.350
7.331
7.266
2006-2007
2007-2008
2008-2009
2009-2010F
2010F-2011F
-0.40%
-0.42%
0.00%
-0.26%
-0.89%
2002-2007
-4.89%
2012F
7.236
2011F-2012F
-0.41%
2002-2012F
-2.67%
SOURCE : IHSGlobal Insight (IHSGI); Canadean
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Country
THOUSANDS
2001
% OF TOTAL
% CHG PA
2010
2011F
2001
2010
2011F
01-11F
01-10
10-11F
Belarus
Bosnia-Herzegovina
Bulgaria
Croatia
Czech Republic
Estonia
Hungary
Latvia
Lithuania
Macedonia
Poland
Romania
Russia
Serbia
Slovak Republic
Slovenia
Turkey
Ukraine
9,951
9,529
3,798
3,818
7,891
7,497
4,482
4,410
10,206 10,447
1,367
1,339
10,187
9,973
2,366
2,240
3,483
3,255
2,032
2,043
38,251 38,038
22,408 21,190
145,266 140,367
9,636
7,331
5,379
5,419
1,988
2,025
67,444 75,705
48,923 45,814
9,475
3,807
7,451
4,403
10,443
1,339
9,954
2,231
3,233
2,044
37,988
21,108
139,873
7,266
5,422
2,029
76,582
45,484
2.5%
1.0%
2.0%
1.1%
2.6%
0.3%
2.6%
0.6%
0.9%
0.5%
9.7%
5.7%
36.8%
2.4%
1.4%
0.5%
17.1%
12.4%
2.4%
1.0%
1.9%
1.1%
2.7%
0.3%
2.6%
0.6%
0.8%
0.5%
9.7%
5.4%
36.0%
1.9%
1.4%
0.5%
19.4%
11.7%
2.4%
1.0%
1.9%
1.1%
2.7%
0.3%
2.6%
0.6%
0.8%
0.5%
9.7%
5.4%
35.9%
1.9%
1.4%
0.5%
19.6%
11.7%
-0.5%
0.0%
-0.6%
-0.2%
0.2%
-0.2%
-0.2%
-0.6%
-0.7%
0.1%
-0.1%
-0.6%
-0.4%
-2.8%
0.1%
0.2%
1.3%
-0.7%
-0.5%
0.1%
-0.6%
-0.2%
0.3%
-0.2%
-0.2%
-0.6%
-0.8%
0.1%
-0.1%
-0.6%
-0.4%
-3.0%
0.1%
0.2%
1.3%
-0.7%
-0.6%
-0.3%
-0.6%
-0.2%
0.0%
0.0%
-0.2%
-0.4%
-0.7%
0.0%
-0.1%
-0.4%
-0.4%
-0.9%
0.1%
0.2%
1.2%
-0.7%
East Europe
395,060 390,439
390,131
100.0%
100.0% 100.0%
-0.1%
-0.1%
-0.1%
Real GDP
CPI Period Average
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F 2012F
22.1
22.6
24.5
25.9
27.3
29.3
30.5
29.6
30.0
30.9
32.5
75.7
78.0
85.8
100.0
111.7
119.0
138.4
151.1
161.9
175.1
187.8
Real Private
Consumption
18.6
18.2
19.0
20.0
21.1
22.1
22.9
22.0
22.4
23.1
24.0
Exchange Rate Local

Currency v US$
64.5
57.6
58.4
66.7
67.1
58.4
55.8
67.6
71.9
68.0
64.9
Deg C
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
2005
2006
2007
2008
2009
0.8
-1.4
5.8
2.6
-0.8
-2.8
1.1
6.1
5.4
2.5
5.1
6.3
8.9
8.6
7.6
11.9
13.3
13.7
13.2
15.1
17.8
16.6
19.0
18.5
19.0
19.6
19.3
22.8
22.4
20.3
21.9
23.5
24.6
22.9
23.4
20.4
20.1
23.7
23.3
23.5
18.0
18.6
15.9
16.6
20.0
12.5
14.2
10.8
14.2
12.8
5.6
7.6
4.3
8.6
8.9
2.4
2.5
1.1
4.3
4.0
1.4
2.5
7.3
13.4
18.2
20.9
23.3
22.2
17.8
12.9
7.0
2.9
Average 20052009
SOURCE : Met Office (UK); Canadean
PDF Editor
Volume
2001
2002
2003
2004
LITRES PER CAPITA

2005
2006
2007
2008
2009
2010
2011F
All Commercial Beverages

[1]
357.3
373.8
386.6
395.9
411.1
433.3
455.3
462.4
451.0
448.2
457.2
Soft Drinks [2]

Packaged Water [2]
Carbonates
Juice
Nectars
Still Drinks
Squash/Syrups
Fruit Powders
Iced/Rtd Tea Drinks
Sports Drinks
Energy Drinks
67.5
21.3
30.1
3.8
3.6
3.4
3.8
1.3
0.3
0.0
0.0
0.1
75.7
23.9
33.6
4.4
4.3
3.9
3.8
1.2
0.4
0.0
0.1
0.1
83.2
27.0
36.3
4.7
5.3
4.3
3.8
1.0
0.6
0.0
0.1
0.1
89.0
28.4
38.7
5.3
6.1
4.5
3.9
1.0
0.8
0.0
0.1
0.2
96.3
31.2
41.1
5.8
6.9
4.8
4.0
0.9
1.1
0.0
0.1
0.3
105.8
34.9
43.9
6.6
8.0
5.3
4.0
1.0
1.6
0.0
0.1
0.4
116.0
39.2
46.5
7.1
9.0
5.8
4.1
1.0
2.5
0.0
0.1
0.6
118.4
40.1
46.5
6.6
9.4
6.2
4.4
1.0
3.2
0.1
0.2
0.9
111.7
38.7
43.1
5.0
9.4
6.1
4.5
1.0
2.9
0.1
0.2
0.9
112.0
39.3
42.4
5.0
9.4
6.2
4.6
1.0
3.0
0.1
0.2
1.0
115.8
41.0
43.5
5.9
8.9
6.4
4.6
0.9
3.3
0.1
0.2
1.0
Dairy Drinks
52.9
54.8
54.5
53.5
54.3
56.1
55.9
55.9
55.6
56.3
56.6
179.1
34.6
144.5
181.5
37.4
144.1
183.7
41.2
142.6
184.6
43.4
141.2
188.6
46.1
142.5
193.9
48.2
145.7
198.2
50.2
148.0
203.1
49.1
154.0
203.9
49.1
154.8
205.3
49.7
155.6
206.3
50.7
155.6
57.7
43.1
0.0
6.1
6.4
1.3
0.8
61.8
46.6
0.0
6.3
6.6
1.3
1.0
65.1
49.6
0.0
6.2
6.6
1.3
1.3
68.8
52.6
0.0
6.5
6.7
1.5
1.5
72.0
56.2
0.1
6.2
6.6
1.4
1.6
77.6
61.5
0.1
6.3
6.6
1.3
1.8
85.2
68.5
0.1
6.6
6.7
1.3
2.0
85.0
68.5
0.1
6.8
6.6
1.2
1.9
79.7
64.2
0.1
6.6
6.1
1.0
1.7
74.6
59.2
0.1
6.6
6.1
1.0
1.7
78.5
63.0
0.1
6.7
6.0
1.0
1.8
395.1
394.3
393.7
393.4
391.5
391.1
391.0
391.0
390.8
390.4
390.1
Hot Beverages
Coffee
Tea
Alcoholic Drinks
Beer
Cider
Wine
Spirits
Fortified Wine
FABs (inc Coolers)
Population (Million)
[1] Comprising the 18 countries of Canadeans West Europe Soft Drinks Service
[2] Excludes bulk/HOD water cooler volume
PDF Editor
Volume
% SHARE
2006
2007
2001
2002
2003
2004
2005
100.0%
100.0%
100.0%
100.0%
100.0%
100.0%
Soft Drinks [2]

Packaged Water [2]
Carbonates
Juice
Nectars
Still Drinks
Squash/Syrups
Fruit Powders
Iced/Rtd Tea Drinks
Sports Drinks
Energy Drinks
18.9%
5.9%
8.4%
1.1%
1.0%
0.9%
1.1%
0.4%
0.1%
0.0%
0.0%
0.0%
20.2%
6.4%
9.0%
1.2%
1.2%
1.1%
1.0%
0.3%
0.1%
0.0%
0.0%
0.0%
21.5%
7.0%
9.4%
1.2%
1.4%
1.1%
1.0%
0.3%
0.1%
0.0%
0.0%
0.0%
22.5%
7.2%
9.8%
1.3%
1.5%
1.1%
1.0%
0.3%
0.2%
0.0%
0.0%
0.0%
23.4%
7.6%
10.0%
1.4%
1.7%
1.2%
1.0%
0.2%
0.3%
0.0%
0.0%
0.1%
Dairy Drinks
14.8%
14.7%
14.1%
13.5%
Hot Beverages
Coffee
Tea
50.1%
9.7%
40.4%
48.6%
10.0%
38.6%
47.5%
10.7%
36.9%
Alcoholic Drinks
Beer
Cider
Wine
Spirits
Fortified Wine
FABs (inc Coolers)
16.2%
12.1%
0.0%
1.7%
1.8%
0.4%
0.2%
16.5%
12.5%
0.0%
1.7%
1.8%
0.3%
0.3%
395.1
394.3
All Commercial
Beverages [1]
2008
2009
2010
2011F
100.0%
100.0%
100.0%
100.0%
100.0%
24.4%
8.1%
10.1%
1.5%
1.8%
1.2%
0.9%
0.2%
0.4%
0.0%
0.0%
0.1%
25.5%
8.6%
10.2%
1.6%
2.0%
1.3%
0.9%
0.2%
0.5%
0.0%
0.0%
0.1%
25.6%
8.7%
10.1%
1.4%
2.0%
1.3%
0.9%
0.2%
0.7%
0.0%
0.0%
0.2%
24.8%
8.6%
9.5%
1.1%
2.1%
1.4%
1.0%
0.2%
0.6%
0.0%
0.0%
0.2%
25.0%
8.8%
9.5%
1.1%
2.1%
1.4%
1.0%
0.2%
0.7%
0.0%
0.0%
0.2%
25.3%
9.0%
9.5%
1.3%
1.9%
1.4%
1.0%
0.2%
0.7%
0.0%
0.0%
0.2%
13.2%
12.9%
12.3%
12.1%
12.3%
12.6%
12.4%
46.6%
11.0%
35.7%
45.9%
11.2%
34.7%
44.7%
11.1%
33.6%
43.5%
11.0%
32.5%
43.9%
10.6%
33.3%
45.2%
10.9%
34.3%
45.8%
11.1%
34.7%
45.1%
11.1%
34.0%
16.8%
12.8%
0.0%
1.6%
1.7%
0.3%
0.3%
17.4%
13.3%
0.0%
1.6%
1.7%
0.4%
0.4%
17.5%
13.7%
0.0%
1.5%
1.6%
0.3%
0.4%
17.9%
14.2%
0.0%
1.5%
1.5%
0.3%
0.4%
18.7%
15.0%
0.0%
1.5%
1.5%
0.3%
0.4%
18.4%
14.8%
0.0%
1.5%
1.4%
0.3%
0.4%
17.7%
14.2%
0.0%
1.5%
1.4%
0.2%
0.4%
16.6%
13.2%
0.0%
1.5%
1.4%
0.2%
0.4%
17.2%
13.8%
0.0%
1.5%
1.3%
0.2%
0.4%
393.7
393.4
391.5
391.1
391.0
391.0
390.8
390.4
390.1
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Volume
% CHANGE
05-06 06-07
01-10
06-10
03-04
04-05
2.6%
0.8%
2.4%
3.8%
5.4%
5.8%
7.1%
3.9%
3.1%
11.1%
7.0%
2.3%
-2.8%
31.8%
29.7%
17.5%
31.6%
1.4%
3.0%
-0.9%
-6.7%
4.2%
4.1%
3.2%
-0.5%
16.2%
12.4%
9.0%
28.2%
6.9%
5.2%
6.8%
11.8%
16.0%
4.2%
1.9%
-3.5%
38.3%
20.8%
28.1%
41.0%
8.1%
9.6%
6.1%
10.5%
12.1%
5.9%
4.2%
-5.2%
49.3%
67.2%
1.6%
38.3%
Dairy Drinks
0.7%
0.1%
-1.8%
Hot Beverages
Coffee
Tea
1.5%
4.1%
0.8%
1.4%
0.8%
1.7%
Alcoholic Drinks
Beer
Cider
Wine
Spirits
Fortified Wine
FABs (inc Coolers)
2.9%
3.6%
19.7%
0.9%
-0.6%
-2.7%
8.1%
-0.1%
All Commercial Beverages [1]

Soft Drinks [2]
Packaged Water [2]
Carbonates
Juice
Nectars
Still Drinks
Squash/Syrups
Fruit Powders
Iced/Rtd Tea Drinks
Sports Drinks
Energy Drinks
07-08
08-09
5.1%
1.6%
-2.5%
-0.6%
2.0%
9.9%
12.0%
6.7%
12.6%
16.4%
10.3%
0.8%
4.2%
43.6%
19.1%
21.2%
32.8%
9.6%
12.4%
6.1%
7.6%
12.6%
9.2%
2.0%
3.0%
50.0%
27.5%
22.0%
65.5%
2.1%
2.3%
-0.1%
-7.1%
5.1%
7.1%
5.7%
-6.5%
29.6%
28.0%
18.8%
45.7%
-5.7%
-3.6%
-7.4%
-23.4%
-0.7%
-1.2%
2.4%
1.0%
-9.5%
-4.2%
-4.5%
4.2%
0.2%
1.5%
-1.6%
-1.0%
0.3%
1.5%
2.7%
0.9%
3.8%
2.3%
1.9%
7.4%
3.3%
4.5%
2.5%
17.7%
-5.7%
2.9%
-0.5%
-2.5%
11.0%
10.5%
7.7%
8.5%
1.5%
3.3%
-0.3%
-0.1%
-0.4%
1.2%
0.6%
0.5%
5.4%
-0.9%
2.1%
6.2%
0.9%
2.8%
4.6%
2.2%
2.2%
4.1%
1.6%
2.5%
-2.3%
4.0%
0.4%
0.2%
0.5%
0.7%
1.2%
0.5%
0.5%
2.0%
0.0%
-1.0%
-1.0%
-6.4%
1.1%
-2.1%
-6.0%
-1.4%
5.6%
6.0%
65.3%
4.1%
1.1%
10.3%
13.2%
4.7%
6.8%
36.4%
-4.3%
-0.9%
-6.6%
6.2%
7.7%
9.6%
48.3%
1.9%
0.3%
-8.4%
8.5%
9.8%
11.3%
-5.6%
5.3%
1.5%
-0.3%
14.5%
-0.2%
-0.1%
-9.7%
2.3%
-2.2%
-4.9%
-3.6%
-6.3%
-6.3%
-5.6%
-3.3%
-6.3%
-13.7%
-12.0%
-6.4%
-7.8%
-4.6%
0.5%
-1.3%
-4.5%
-2.8%
5.3%
6.4%
-14.3%
2.2%
-0.9%
1.4%
5.7%
0.0%
-0.1%
-0.5%
-0.1%
0.0%
0.0%
-0.1%
-0.1%
-0.1%
PDF Editor
09-10 10-11F
Chart - Soft Drinks Market Trends - Core categories, 2001 - 2011F .................................................................. 2
Soft Drinks Consumption - Million Litres, 2007-2011F........................................................................................ 3
Chart - Soft Drinks Leading Trademark Owners & Private Label, 2010 ............................................................. 3
Companies .......................................................................................................................................................... 4
Packaging Trends ............................................................................................................................................... 4
Market Valuation & Pricing .................................................................................................................................. 5
Distribution Trends .............................................................................................................................................. 5
Table 2.9 Trade Margins Build-Up Model, 2010 .............................................................................................. 6
Commercial Beverage Consumption - per Capita, 2000-2011F ......................................................................... 7
Commercial Beverage Consumption - per Capita including Bulk/HOD Water, 2000-2011F .............................. 8
Commercial Beverage Consumption - per Capita - % Share, 2000-2011F ........................................................ 9
Commercial Beverage Consumption - per Capita - % Share including Bulk/HOD Water, 2000-2011F ........... 10
Commercial Beverage Consumption - per Capita - Growth, 2000-2011F ........................................................ 11
Commercial Beverage Consumption - per Capita - Growth including Bulk/HOD Water, 2000-2011F ............. 12
Commercial Beverage Consumption - Million Litres, 2000-2011F ................................................................... 13
Commercial Beverage Consumption - Million Litres including Bulk/HOD Water, 2000-2011F ........................ 14
Soft Drinks Production/Trade/Consumption, 2000-2011F ................................................................................ 15
Soft Drinks Production/Trade/Consumption - % Share, 2000-2011F ............................................................... 16
Soft Drinks Production/Trade/Consumption - Growth, 2000-2011F ................................................................. 18
Soft Drinks Market Valuation (Local Currency), 2009-2011F ........................................................................... 19
Top 20 Soft Drinks Brands, 2010 ...................................................................................................................... 20
Soft Drinks Consumption by Pack Mix, 2007-2011F ........................................................................................ 21
Soft Drinks Distribution ON vs OFF by Category, 2007-2011F ........................................................................ 22
Soft Drinks Key Local Market Segments, 2006-2010 ....................................................................................... 23
PDF Editor
Growth in key categories loses fizz
Rationalisation trends continued in 2010. On a product level, optimization of flavours, SKUs and cost
cutting efforts could be seen. Producers were mostly focused on defending their market positions. The
real winners were iced/rtd tea drinks and bulk/HOD water, which made strong gains in value terms.
Key volume categories, packaged water and carbonates, recorded growth of around 2%. Nectars and
still drinks continued to suffer; a higher drop was avoided mostly due to the popularity of multipacks
and large pack sizes. Promotions in large modern retailers were supported by favourable weather
during the second half of 2010.
SOURCE: Canadean Wisdom
PDF Editor
2007
2008
2009
2010
2011F
1381.5
1444.1
1369.2
1368.9
1401.7
Total Packaged Water
588.7
579.5
567.1
576.8
586.6
Total Carbonates
454.0
487.1
435.7
444.4
453.0
30.3
31.1
26.8
25.8
27.2
150.8
171.5
159.5
137.5
142.4
Total Still Drinks
99.0
108.3
107.9
102.0
105.9
Total Squash/Syrups
25.4
26.0
26.1
29.5
31.5
Total Fruit Powders
14.9
17.8
18.3
19.5
19.8
Total Iced/RTD Tea Drinks
7.1
10.1
14.6
18.9
19.7
Total Iced/RTD Coffee Drinks
0.1
0.1
0.1
0.1
0.1
Total Sports Drinks
0.5
0.7
0.8
1.1
1.3
Total Energy Drinks
10.8
12.0
12.4
13.2
14.2
Total
Total Juice
Total Nectars
SOURCE: Trade Interviews, Canadean
PDF Editor
Companies
No significant corporate activity
Coca-Cola, considering its presence in key soft drinks categories, continued its strong leadership in the soft
drinks arena. Besides having a very strong position in the package water market, Knjaz Milos was still waiting
to be sold by the current owners.
Vino Zupa and Fruvitas double digit drop in nectars and still drinks was partly compensated for with relatively
young companies-Bahus and Eliksir Natura.
Atlantic Grupa (initially Cedevita brand owner) acquired Droga Kolinska, with its companies Palanacki Kiseljak
(Cockta carbonates and Palanacki Kiseljak packaged water producer) in July 2010. Already owning Mutivita,
(local powder drinks brand), this company became a very important player, especially in fruit powders.
Cedevita and Multivita, now under one company, held over a 90% market share.
Rauch changed its distributor from Nelt (Procter & Gamble distributor) to FMCG distributor, MD International
(current Henkel partner) which is exclusively in charge of traditional trade channels. Furthermore, Rauch
invested in new a 200cl Combiblock production line.
Sinalco made an agreement with its new distributor Unija Distrubutera Srbije and with the new bottler Frutiko
from Sabac. Besides these small changes, there was no significant corporate activity; M&A negotiations were
on hold, pending lower prices.
Packaging Trends
Shifting towards large size and multi packs
PET dominated in key soft categories and registered growth while glass and can followed the negative onpremise trend.
Cartons share of juice and nectars fell due to the drop in the category, led by Vino Zupa. Glass share was still
insignificant.
Still drinks were mostly packed in PET, which dropped by 7%. A sharper drop was avoided due to the
aggressive pricing of young brands (Na Eks and Pehar) together with La Vitas good performance in 2010.
Carton gained popularity, since Rauch launched Limmesa last year.
PDF Editor
Market Valuation & Pricing

Pricing followed local currency devaluation
Prices mirrored the slow devaluation of the Dinar. However, timing for raising prices became strategic and a
competitive decision, for all producers.
Imported brands continued to lead the price hike. However, heavy price promotions slowed price increases in
large modern retailers compared with the currency trend. Price wars in packaged water and still drinks in Q310 temporarily jeopardized the producers margin.
Consumers moved away from expensive, premium products and looked for the lowest price level. After years
of Private Label lines with the tendency to offer the cheapest products on the shelf, the situation changed
slightly in 2010 with more aggressive pricing strategies.
Distribution Trends
Belgium Delhaize Group acquired Delta Maxi for 933 m
On-premise sales fell 8%, while the off-premise grew slightly. Large modern retail continued to take share from
the traditional trade.
After a poor 2009, the off-premise market achieved modest growth, driven by price aggressiveness, mostly on
multi pack promotions in large modern retailers (Hypers and Cash&Carry). Traditional trade suffered since
most producers could not maintain the minimum recommended going price policy.
Delta Holding, the biggest privately owned company in Serbia, sold Delta Maxi, its retail food chain and
Serbias biggest off-premise channel with over 450 stores, to Belgian company Delhaize for 933 m, including
debt of 300 m, in March 2011. Expecting to see more focus on Private Label lines, most producers are
concerned about their shelf positions.
EDA/Horeca remained the favourite socialising location. The economic crisis and job uncertainty switched
consumer spending habits to cheaper alternatives like packaged water and coffee, at the expense of other soft
drinks.
Although normally a stable market, kiosks could not resist the downturn in 2010 and the slow recovery is
expected to continue into 2011.
To reflect a more modern lifestyle of the average Serbian consumer, QSRs opened throughout large cities
and are expected to do well in 2011.
PDF Editor
BRANDED PRODUCTS
LARGE RETAILER
SMALL RETAILER
AWAY FROM HOME
PACKAGED WATER PRICING STRUCTURE ESTIMATE

Brand owner's selling price
Wholesale margin
Cost to retailer/away from home
Retailer/away from home - margin
Selling price excluding VAT
VAT [1] (18%)
Average price to consumer
100
6
106
12
118
21,2
139,2
100
10
110
20
130
23,4
153,4
100
10
110
165
275
49,5
324,5
CARBONATES PRICING STRUCTURE ESTIMATE

Wholesale margin
VAT [1] (18%)
100
6
106
12
118
21,2
139,2
100
10
110
20
130
23,4
153,4
100
10
110
150
260
46,8
306,8
JUICE & NECTARS PRICING STRUCTURE ESTIMATE

Wholesale margin
VAT [1] (18%)
100
6
106
12
118
21,2
139,2
100
10
110
20
130
23,4
153,4
100
10
110
150
260
46,8
306,8
STILL DRINKS PRICING STRUCTURE ESTIMATE

Wholesale margin
VAT [1] (18%)
100
6
106
12
118
21,2
139,2
100
10
110
20
130
23,4
153,4
100
10
110
150
260
46,8
306,8
Note:
[1] VAT rate = 18%
PDF Editor
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
212.4
215.6
248.8
271.8
280.1
349.0
368.0
384.7
391.0
368.6
365.0
374.4
Total Soft Drinks
66.7
77.2
94.9
114.9
122.1
154.9
168.7
187.2
196.5
186.3
186.7
192.9
- Packaged Water
30.2
32.3
39.4
46.1
48.4
63.9
71.3
79.8
78.8
77.1
78.7
80.7
- Carbonates
27.1
32.7
39.3
47.1
48.2
53.2
56.5
61.5
66.3
59.3
60.6
62.3
- Nectars
4.3
6.3
8.6
10.7
12.9
18.3
19.4
20.4
23.3
21.7
18.8
19.6
- Still Drinks
1.2
1.3
2.3
4.8
5.9
9.8
10.7
13.4
14.7
14.7
13.9
14.6
- Squash/Syrups
2.0
2.0
2.1
2.4
2.5
3.3
3.3
3.4
3.5
3.6
4.0
4.3
- Juice
1.0
1.7
2.2
2.3
2.5
3.5
3.8
4.1
4.2
3.6
3.5
3.7
- Fruit Powders
0.7
0.7
0.7
0.6
0.6
1.1
1.5
2.0
2.4
2.5
2.7
2.7
- Iced/RTD Tea Drinks
0.2
0.1
0.1
0.4
0.4
0.8
0.9
1.0
1.4
2.0
2.6
2.7
- Energy Drinks
0.0
0.1
0.2
0.4
0.5
1.0
1.2
1.5
1.6
1.7
1.8
2.0
0.0
0.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.2
0.2
0.0
0.0
0.0
0.0
0.0
0.0
0.0
Total
- Sports Drinks
- Iced/RTD Coffee Drinks
Total Alcoholic Drinks
67.1
58.3
60.4
63.0
64.9
82.6
89.4
88.8
85.5
75.6
71.4
72.8
- Beer
57.4
48.7
50.8
53.4
55.8
72.3
79.4
79.0
76.2
66.4
62.1
63.6
- Wine Total
6.8
6.8
6.9
6.9
6.6
7.4
7.2
7.0
6.9
6.9
7.1
7.0
- Spirits excluding FABs

& Fort Wine
2.8
2.8
2.7
2.7
2.4
2.8
2.7
2.7
2.4
2.3
2.2
2.1
- Fortified Wine
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.0
Total Hot Beverages
40.7
41.2
42.1
42.6
43.4
53.2
52.2
51.7
50.8
51.4
52.2
52.8
- Hot Coffee
29.1
29.4
30.2
30.8
31.4
38.2
37.1
36.5
35.3
35.2
35.4
35.7
- Hot Tea
11.5
11.8
11.9
11.9
12.1
15.0
15.0
15.1
15.5
16.2
16.8
17.2
Total Dairy Drinks
38.0
38.9
51.3
51.3
49.6
58.2
57.8
57.1
58.2
55.3
54.7
55.8
- White Milk
25.7
26.2
38.0
37.0
34.4
38.0
36.7
35.2
35.5
33.6
32.2
33.1
12.5
13.3
13.8
18.2
18.8
19.4
20.1
19.2
20.2
20.5
0.8
1.1
1.4
1.9
2.1
2.2
2.4
2.3
2.1
2.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.0
0.0
0.1
0.1
0.1
0.1
- Drinking Yogurt
- Flavoured Milk
0.3
0.5
- Soymilk
- Fermented Milk
- Cultured Dairy Drinks
11.9
12.1
PDF Editor
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
212.4
215.7
249.0
272.1
280.8
350.4
370.0
387.3
394.6
372.4
369.6
380.1
Total Soft Drinks
66.7
77.2
95.2
115.2
122.8
156.3
170.7
189.8
200.1
190.0
191.3
198.6
- Packaged Water
30.2
32.3
39.4
46.1
48.4
63.9
71.3
79.8
78.8
77.1
78.7
80.7
- Carbonates
27.1
32.7
39.3
47.1
48.2
53.2
56.5
61.5
66.3
59.3
60.6
62.3
- Nectars
4.3
6.3
8.6
10.7
12.9
18.3
19.4
20.4
23.3
21.7
18.8
19.6
- Still Drinks
1.2
1.3
2.3
4.8
5.9
9.8
10.7
13.4
14.7
14.7
13.9
14.6
0.1
0.3
0.3
0.7
1.4
2.0
2.6
3.6
3.8
4.6
5.7
Total
- Bulk/HOD Water
- Squash/Syrups
2.0
2.0
2.1
2.4
2.5
3.3
3.3
3.4
3.5
3.6
4.0
4.3
- Juice
1.0
1.7
2.2
2.3
2.5
3.5
3.8
4.1
4.2
3.6
3.5
3.7
- Fruit Powders
0.7
0.7
0.7
0.6
0.6
1.1
1.5
2.0
2.4
2.5
2.7
2.7
0.2
0.1
0.1
0.4
0.4
0.8
0.9
1.0
1.4
2.0
2.6
2.7
- Energy Drinks
0.0
0.1
0.2
0.4
0.5
1.0
1.2
1.5
1.6
1.7
1.8
2.0
0.0
0.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.2
0.2
0.0
0.0
0.0
0.0
0.0
0.0
0.0
- Sports Drinks
67.1
58.3
60.4
63.0
64.9
82.6
89.4
88.8
85.5
75.6
71.4
72.8
- Beer
57.4
48.7
50.8
53.4
55.8
72.3
79.4
79.0
76.2
66.4
62.1
63.6
- Wine Total
6.8
6.8
6.9
6.9
6.6
7.4
7.2
7.0
6.9
6.9
7.1
7.0

& Fort Wine
2.8
2.8
2.7
2.7
2.4
2.8
2.7
2.7
2.4
2.3
2.2
2.1
- Fortified Wine
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.0
Total Hot Beverages
40.7
41.2
42.1
42.6
43.4
53.2
52.2
51.7
50.8
51.4
52.2
52.8
- Hot Coffee
29.1
29.4
30.2
30.8
31.4
38.2
37.1
36.5
35.3
35.2
35.4
35.7
- Hot Tea
11.5
11.8
11.9
11.9
12.1
15.0
15.0
15.1
15.5
16.2
16.8
17.2
Total Dairy Drinks
38.0
38.9
51.3
51.3
49.6
58.2
57.8
57.1
58.2
55.3
54.7
55.8
- White Milk
25.7
26.2
38.0
37.0
34.4
38.0
36.7
35.2
35.5
33.6
32.2
33.1
12.5
13.3
13.8
18.2
18.8
19.4
20.1
19.2
20.2
20.5
0.8
1.1
1.4
1.9
2.1
2.2
2.4
2.3
2.1
2.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.0
0.0
0.1
0.1
0.1
0.1
- Drinking Yogurt
- Flavoured Milk
0.3
0.5
- Soymilk
- Fermented Milk
11.9
12.1
PDF Editor
2000
Total
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 %
Total Soft Drinks
31.4 %
35.8 %
38.1 %
42.3 %
43.6 %
44.4 %
45.8 %
48.7 %
50.2 %
50.5 %
51.2 %
51.5 %
- Packaged Water
14.2 %
15.0 %
15.9 %
17.0 %
17.3 %
18.3 %
19.4 %
20.7 %
20.2 %
20.9 %
21.6 %
21.6 %
- Carbonates
12.8 %
15.2 %
15.8 %
17.3 %
17.2 %
15.2 %
15.4 %
16.0 %
16.9 %
16.1 %
16.6 %
16.7 %
- Nectars
2.0 %
2.9 %
3.5 %
3.9 %
4.6 %
5.2 %
5.3 %
5.3 %
6.0 %
5.9 %
5.1 %
5.2 %
- Still Drinks
0.6 %
0.6 %
0.9 %
1.8 %
2.1 %
2.8 %
2.9 %
3.5 %
3.8 %
4.0 %
3.8 %
3.9 %
- Squash/Syrups
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
1.0 %
1.1 %
1.2 %
- Juice
0.5 %
0.8 %
0.9 %
0.8 %
0.9 %
1.0 %
1.0 %
1.1 %
1.1 %
1.0 %
1.0 %
1.0 %
- Fruit Powders
0.3 %
0.3 %
0.3 %
0.2 %
0.2 %
0.3 %
0.4 %
0.5 %
0.6 %
0.7 %
0.7 %
0.7 %
0.1 %
0.1 %
0.0 %
0.1 %
0.2 %
0.2 %
0.2 %
0.2 %
0.3 %
0.5 %
0.7 %
0.7 %
- Energy Drinks
0.0 %
0.0 %
0.1 %
0.1 %
0.2 %
0.3 %
0.3 %
0.4 %
0.4 %
0.5 %
0.5 %
0.5 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Sports Drinks
31.6 %
27.1 %
24.3 %
23.2 %
23.2 %
23.7 %
24.3 %
23.1 %
21.9 %
20.5 %
19.6 %
19.4 %
- Beer
27.0 %
22.6 %
20.4 %
19.6 %
19.9 %
20.7 %
21.6 %
20.5 %
19.5 %
18.0 %
17.0 %
17.0 %
- Wine Total
3.2 %
3.2 %
2.8 %
2.5 %
2.4 %
2.1 %
2.0 %
1.8 %
1.8 %
1.9 %
1.9 %
1.9 %

& Fort Wine
1.3 %
1.3 %
1.1 %
1.0 %
0.9 %
0.8 %
0.7 %
0.7 %
0.6 %
0.6 %
0.6 %
0.6 %
- Fortified Wine
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Total Hot Beverages
19.1 %
19.1 %
16.9 %
15.7 %
15.5 %
15.3 %
14.2 %
13.4 %
13.0 %
13.9 %
14.3 %
14.1 %
- Hot Coffee
13.7 %
13.6 %
12.1 %
11.3 %
11.2 %
11.0 %
10.1 %
9.5 %
9.0 %
9.5 %
9.7 %
9.5 %
5.4 %
5.5 %
4.8 %
4.4 %
4.3 %
4.3 %
4.1 %
3.9 %
4.0 %
4.4 %
4.6 %
4.6 %
Total Dairy Drinks
17.9 %
18.0 %
20.6 %
18.9 %
17.7 %
16.7 %
15.7 %
14.8 %
14.9 %
15.0 %
15.0 %
14.9 %
- White Milk
12.1 %
12.2 %
15.3 %
13.6 %
12.3 %
10.9 %
10.0 %
9.2 %
9.1 %
9.1 %
8.8 %
8.9 %
5.0 %
4.9 %
4.9 %
5.2 %
5.1 %
5.1 %
5.1 %
5.2 %
5.5 %
5.5 %
0.3 %
0.4 %
0.5 %
0.6 %
0.6 %
0.6 %
0.6 %
0.6 %
0.6 %
0.5 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Hot Tea
- Drinking Yogurt
- Flavoured Milk
0.1 %
0.2 %
- Soymilk
- Fermented Milk
5.6 %
5.6 %
PDF Editor
2000
Total
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 %
Total Soft Drinks
31.4 %
35.8 %
38.2 %
42.3 %
43.7 %
44.6 %
46.1 %
49.0 %
50.7 %
51.0 %
51.8 %
52.3 %
- Packaged Water
14.2 %
15.0 %
15.8 %
17.0 %
17.2 %
18.2 %
19.3 %
20.6 %
20.0 %
20.7 %
21.3 %
21.2 %
- Carbonates
12.8 %
15.2 %
15.8 %
17.3 %
17.2 %
15.2 %
15.3 %
15.9 %
16.8 %
15.9 %
16.4 %
16.4 %
- Nectars
2.0 %
2.9 %
3.4 %
3.9 %
4.6 %
5.2 %
5.2 %
5.3 %
5.9 %
5.8 %
5.1 %
5.2 %
- Still Drinks
0.6 %
0.6 %
0.9 %
1.8 %
2.1 %
2.8 %
2.9 %
3.5 %
3.7 %
3.9 %
3.8 %
3.8 %
0.0 %
0.1 %
0.1 %
0.3 %
0.4 %
0.6 %
0.7 %
0.9 %
1.0 %
1.2 %
1.5 %
- Bulk/HOD Water
- Squash/Syrups
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
0.9 %
1.0 %
1.1 %
1.1 %
- Juice
0.5 %
0.8 %
0.9 %
0.8 %
0.9 %
1.0 %
1.0 %
1.1 %
1.1 %
1.0 %
1.0 %
1.0 %
- Fruit Powders
0.3 %
0.3 %
0.3 %
0.2 %
0.2 %
0.3 %
0.4 %
0.5 %
0.6 %
0.7 %
0.7 %
0.7 %
0.1 %
0.1 %
0.0 %
0.1 %
0.2 %
0.2 %
0.2 %
0.2 %
0.3 %
0.5 %
0.7 %
0.7 %
- Energy Drinks
0.0 %
0.0 %
0.1 %
0.1 %
0.2 %
0.3 %
0.3 %
0.4 %
0.4 %
0.5 %
0.5 %
0.5 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Sports Drinks
31.6 %
27.0 %
24.3 %
23.1 %
23.1 %
23.6 %
24.2 %
22.9 %
21.7 %
20.3 %
19.3 %
19.1 %
- Beer
27.0 %
22.6 %
20.4 %
19.6 %
19.9 %
20.6 %
21.5 %
20.4 %
19.3 %
17.8 %
16.8 %
16.7 %
- Wine Total
3.2 %
3.2 %
2.8 %
2.5 %
2.4 %
2.1 %
2.0 %
1.8 %
1.8 %
1.8 %
1.9 %
1.8 %

& Fort Wine
1.3 %
1.3 %
1.1 %
1.0 %
0.9 %
0.8 %
0.7 %
0.7 %
0.6 %
0.6 %
0.6 %
0.6 %
- Fortified Wine
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Total Hot Beverages
19.1 %
19.1 %
16.9 %
15.7 %
15.5 %
15.2 %
14.1 %
13.3 %
12.9 %
13.8 %
14.1 %
13.9 %
- Hot Coffee
13.7 %
13.6 %
12.1 %
11.3 %
11.2 %
10.9 %
10.0 %
9.4 %
9.0 %
9.5 %
9.6 %
9.4 %
5.4 %
5.5 %
4.8 %
4.4 %
4.3 %
4.3 %
4.1 %
3.9 %
3.9 %
4.3 %
4.5 %
4.5 %
Total Dairy Drinks
17.9 %
18.0 %
20.6 %
18.8 %
17.7 %
16.6 %
15.6 %
14.7 %
14.7 %
14.9 %
14.8 %
14.7 %
- White Milk
12.1 %
12.2 %
15.3 %
13.6 %
12.2 %
10.9 %
9.9 %
9.1 %
9.0 %
9.0 %
8.7 %
8.7 %
5.0 %
4.9 %
4.9 %
5.2 %
5.1 %
5.0 %
5.1 %
5.2 %
5.5 %
5.4 %
0.3 %
0.4 %
0.5 %
0.5 %
0.6 %
0.6 %
0.6 %
0.6 %
0.6 %
0.5 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Hot Tea
- Drinking Yogurt
- Flavoured Milk
0.1 %
0.2 %
- Soymilk
- Fermented Milk
5.6 %
5.6 %
PDF Editor
00-01
01-02
02-03
03-04
04-05
05-06
06-07
07-08
08-09
09-10
10-11F
Total
1.5 %
9.6 %
9.3 %
3.0 %
24.6 %
5.4 %
4.5 %
1.6 %
-5.7 %
-1.0 %
2.6 %
Total Hot Beverages
1.4 %
2.1 %
1.3 %
1.8 %
22.6 %
-2.0 %
-1.0 %
-1.7 %
1.2 %
1.6 %
1.2 %
- Hot Tea
2.5 %
0.8 %
-0.1 %
1.6 %
24.4 %
0.1 %
0.7 %
2.2 %
4.8 %
3.8 %
2.2 %
- Hot Coffee
0.9 %
2.6 %
1.9 %
1.9 %
21.9 %
-2.8 %
-1.6 %
-3.3 %
-0.4 %
0.6 %
0.7 %
15.7 %
23.0 %
21.1 %
6.3 %
26.9 %
8.9 %
11.0 %
5.0 %
-5.2 %
0.2 %
3.3 %
0.0 %
1.6 % 1,186 %
-18.5 %
-6.8 %
-28.3 %
11.0 %
36.7 %
17.1 %
47.7 %
19.1 %
-26.3 %
-13.3 % 266.1 %
Total Soft Drinks

- Sports Drinks
16.3 %
77.0 %
16.9 %
5.9 %
43.1 %
45.5 %
29.4 %
5.1 %
- Squash/Syrups
0.2 %
6.3 %
15.1 %
1.9 %
31.5 %
2.0 %
3.0 %
3.0 %
0.5 %
13.2 %
7.9 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
33.9 %
25.5 %
7.5 %
-25.2 %
10.3 %
13.5 %
117.3 % 279.0 %
95.6 %
40.4 %
77.0 %
25.5 %
22.0 %
12.0 %
2.6 %
7.1 %
8.6 %
- Energy Drinks
- Fruit Powders
-0.9 %
-3.3 %
-15.0 %
8.8 %
81.6 %
35.3 %
31.0 %
19.9 %
3.2 %
6.8 %
2.3 %
- Carbonates
20.6 %
20.1 %
20.1 %
2.3 %
10.3 %
6.2 %
8.8 %
7.8 %
-10.5 %
2.3 %
2.8 %
7.0 %
22.2 %
17.0 %
4.9 %
32.0 %
11.6 %
11.8 %
-1.2 %
-2.1 %
2.0 %
2.6 %
67.4 %
29.7 %
0.7 %
11.2 %
38.9 %
8.1 %
9.1 %
3.3 %
-14.0 %
-3.3 %
6.3 %
75.5 % 110.8 %
23.3 %
65.7 %
8.9 %
25.7 %
9.8 %
-0.4 %
-5.2 %
4.7 %
47.9 %
36.4 %
24.5 %
20.3 %
42.5 %
5.6 %
5.6 %
14.2 %
-7.0 %
-13.5 %
4.4 %
Total Dairy Drinks
2.4 %
-0.2 %
-0.1 %
-3.4 %
17.4 %
-0.8 %
-1.3 %
2.0 %
-4.9 %
-1.1 %
2.1 %
- Soymilk
0.0 %
0.0 %
0.0 %
0.0 %
53.3 %
17.1 %
29.1 %
11.6 %
-1.0 %
5.3 %
3.8 %
- Drinking Yogurt
0.0 %
0.0 %
5.9 %
3.9 %
31.9 %
3.5 %
3.3 %
3.2 %
-4.1 %
4.9 %
1.3 %
- Fermented Milk
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
300.2 %
24.9 %
19.6 %
3.2 %
3.9 %
2.0 % -100.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- White Milk
1.8 %
44.9 %
-2.7 %
-7.0 %
10.7 %
-3.4 %
-4.1 %
0.8 %
-5.3 %
-4.2 %
2.9 %
- Flavoured Milk
66.6 %
58.5 %
28.0 %
33.9 %
36.3 %
10.2 %
5.5 %
8.8 %
-7.2 %
-7.7 %
-1.9 %
-13.1 %
3.6 %
4.2 %
3.1 %
27.2 %
8.2 %
-0.6 %
-3.7 %
-11.6 %
-5.6 %
1.9 %
- Wine Total
-0.1 %
1.1 %
-0.1 %
-4.1 %
12.7 %
-2.8 %
-2.9 %
-1.6 %
-0.6 %
2.6 %
-0.7 %
- Spirits excluding FABs &

Fort Wine
-1.5 %
-2.2 %
-2.4 %
-8.4 %
14.3 %
-2.9 %
0.0 %
-10.7 %
-5.1 %
-4.5 %
-2.3 %
-15.2 %
4.3 %
5.1 %
4.6 %
29.6 %
9.8 %
-0.4 %
-3.6 %
-12.8 %
-6.5 %
2.4 %
-0.1 %
1.6 %
-0.1 %
-0.1 %
-0.1 %
-14.3 %
-16.6 %
29.4 %
-12.0 %
-18.0 %
-5.5 %
- Packaged Water
- Juice
- Still Drinks
- Nectars
- Beer
- Fortified Wine
4.1 %
PDF Editor
00-01
01-02
02-03
03-04
04-05
05-06
06-07
07-08
08-09
09-10
10-11F
Total
1.5 %
9.7 %
9.3 %
3.2 %
24.8 %
5.6 %
4.7 %
1.9 %
-5.6 %
-0.7 %
2.8 %
Total Hot Beverages
1.4 %
2.1 %
1.3 %
1.8 %
22.6 %
-2.0 %
-1.0 %
-1.7 %
1.2 %
1.6 %
1.2 %
- Hot Tea
2.5 %
0.8 %
-0.1 %
1.6 %
24.4 %
0.1 %
0.7 %
2.2 %
4.8 %
3.8 %
2.2 %
- Hot Coffee
0.9 %
2.6 %
1.9 %
1.9 %
21.9 %
-2.8 %
-1.6 %
-3.3 %
-0.4 %
0.6 %
0.7 %
15.7 %
23.2 %
21.1 %
6.6 %
27.3 %
9.2 %
11.2 %
5.5 %
-5.0 %
0.7 %
3.8 %
1.6 % 1,186 %
-18.5 %
-6.8 %
-28.3 %
11.0 %
36.7 %
17.1 %
47.7 %
19.1 %
-13.3 % 266.1 %
Total Soft Drinks

- Sports Drinks
0.0 %
-26.3 %
16.3 %
77.0 %
16.9 %
5.9 %
43.1 %
45.5 %
29.4 %
5.1 %
29.0 % 125.6 %
89.4 %
45.9 %
28.0 %
39.2 %
3.6 %
22.8 %
24.2 %
6.3 %
15.1 %
1.9 %
31.5 %
2.0 %
3.0 %
3.0 %
0.5 %
13.2 %
7.9 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
33.9 %
25.5 %
7.5 %
-25.2 %
10.3 %
13.5 %
- Energy Drinks
117.3 %
279.0 %
95.6 %
40.4 %
77.0 %
25.5 %
22.0 %
12.0 %
2.6 %
7.1 %
8.6 %
- Fruit Powders
-0.9 %
-3.3 %
-15.0 %
8.8 %
81.6 %
35.3 %
31.0 %
19.9 %
3.2 %
6.8 %
2.3 %
- Carbonates
20.6 %
20.1 %
20.1 %
2.3 %
10.3 %
6.2 %
8.8 %
7.8 %
-10.5 %
2.3 %
2.8 %
7.0 %
22.2 %
17.0 %
4.9 %
32.0 %
11.6 %
11.8 %
-1.2 %
-2.1 %
2.0 %
2.6 %
67.4 %
29.7 %
0.7 %
11.2 %
38.9 %
8.1 %
9.1 %
3.3 %
-14.0 %
-3.3 %
6.3 %
75.5 % 110.8 %
23.3 %
65.7 %
8.9 %
25.7 %
9.8 %
-0.4 %
-5.2 %
4.7 %
47.9 %
36.4 %
24.5 %
20.3 %
42.5 %
5.6 %
5.6 %
14.2 %
-7.0 %
-13.5 %
4.4 %
Total Dairy Drinks
2.4 %
-0.2 %
-0.1 %
-3.4 %
17.4 %
-0.8 %
-1.3 %
2.0 %
-4.9 %
-1.1 %
2.1 %
- Soymilk
0.0 %
0.0 %
0.0 %
0.0 %
53.3 %
17.1 %
29.1 %
11.6 %
-1.0 %
5.3 %
3.8 %
- Drinking Yogurt
0.0 %
0.0 %
5.9 %
3.9 %
31.9 %
3.5 %
3.3 %
3.2 %
-4.1 %
4.9 %
1.3 %
- Fermented Milk
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
300.2 %
24.9 %
19.6 %
3.2 %
3.9 %
2.0 % -100.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- White Milk
1.8 %
44.9 %
-2.7 %
-7.0 %
10.7 %
-3.4 %
-4.1 %
0.8 %
-5.3 %
-4.2 %
2.9 %
- Flavoured Milk
66.6 %
58.5 %
28.0 %
33.9 %
36.3 %
10.2 %
5.5 %
8.8 %
-7.2 %
-7.7 %
-1.9 %
-13.1 %
3.6 %
4.2 %
3.1 %
27.2 %
8.2 %
-0.6 %
-3.7 %
-11.6 %
-5.6 %
1.9 %
- Bulk/HOD Water
0.0 %
170.9 %
- Squash/Syrups
0.2 %
- Packaged Water
- Juice
- Still Drinks
4.1 %
- Nectars
- Wine Total
-0.1 %
1.1 %
-0.1 %
-4.1 %
12.7 %
-2.8 %
-2.9 %
-1.6 %
-0.6 %
2.6 %
-0.7 %
- Spirits excluding FABs &

Fort Wine
-1.5 %
-2.2 %
-2.4 %
-8.4 %
14.3 %
-2.9 %
0.0 %
-10.7 %
-5.1 %
-4.5 %
-2.3 %
-15.2 %
4.3 %
5.1 %
4.6 %
29.6 %
9.8 %
-0.4 %
-3.6 %
-12.8 %
-6.5 %
2.4 %
-0.1 %
1.6 %
-0.1 %
-0.1 %
-0.1 %
-14.3 %
-16.6 %
29.4 %
-12.0 %
-18.0 %
-5.5 %
- Beer
- Fortified Wine
PDF Editor
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
2045.7
2077.3
2359.4
2581.1
2662.0
2597.1
2727.5
2839.6
2874.0
2709.4
2676.2
2720.2
Total Soft Drinks
642.1
743.5
900.1
1091.1
1160.5
1152.9
1250.1
1381.5
1444.1
1369.2
1368.9
1401.7
- Packaged Water
290.6
311.1
374.1
438.2
460.2
475.6
528.7
588.7
579.5
567.1
576.8
586.6
- Carbonates
260.9
314.9
372.3
447.5
458.4
396.0
418.8
454.0
487.1
435.7
444.4
453.0
- Nectars
41.0
60.7
81.4
101.5
122.2
136.3
143.4
150.8
171.5
159.5
137.5
142.4
- Still Drinks
12.0
12.5
21.6
45.6
56.2
72.9
79.1
99.0
108.3
107.9
102.0
105.9
- Squash/Syrups
19.2
19.2
20.1
23.2
23.6
24.3
24.7
25.4
26.0
26.1
29.5
31.5
- Juice
9.9
16.6
21.2
21.4
23.8
25.9
27.9
30.3
31.1
26.8
25.8
27.2
- Fruit Powders
6.8
6.7
6.4
5.5
5.9
8.5
11.4
14.9
17.8
18.3
19.5
19.8
1.5
1.1
1.0
3.6
4.2
5.8
6.7
7.1
10.1
14.6
18.9
19.7
- Energy Drinks
0.2
0.5
1.9
3.7
5.1
7.1
8.9
10.8
12.0
12.4
13.2
14.2
0.1
0.1
1.0
0.8
0.6
0.4
0.5
0.7
0.8
1.1
1.3
0.1
0.1
0.1
0.1
0.1
0.1
0.1
Total
- Sports Drinks
- Iced/RTD Coffee
Drinks
646.4
562.1
573.3
598.0
617.2
614.8
662.5
655.6
628.8
555.8
523.3
528.7
- Beer
552.8
468.9
481.4
506.7
530.6
538.2
588.4
583.4
559.8
488.1
455.3
462.0
- Wine Total
65.7
65.7
65.4
65.4
62.8
55.4
53.6
51.9
50.8
50.5
51.7
50.9
- Spirits excluding
FABs & Fort Wine
27.2
26.8
25.8
25.2
23.1
20.7
20.0
19.9
17.7
16.8
16.0
15.5
0.7
0.7
0.7
0.7
0.7
0.5
0.5
0.4
0.5
0.4
0.4
0.3
Total Hot Beverages
391.6
397.2
399.2
405.0
412.8
396.1
386.6
381.3
373.4
377.7
382.9
383.9
- Hot Coffee
280.7
283.5
286.4
292.2
298.1
284.4
275.3
269.7
259.8
258.7
259.7
259.1
- Hot Tea
110.9
113.7
112.8
112.8
114.7
111.7
111.3
111.6
113.6
119.0
123.2
124.8
Total Dairy Drinks
365.6
374.5
486.8
487.0
471.5
433.3
428.3
421.2
427.7
406.6
401.0
405.8
- White Milk
248.0
252.6
360.2
351.0
326.6
283.0
272.3
260.0
261.1
247.1
236.2
240.8
118.8
126.0
131.0
135.3
139.5
143.5
147.4
141.4
148.0
148.6
7.8
10.0
13.4
14.3
15.7
16.5
17.9
16.6
15.3
14.8
0.5
0.6
0.7
0.9
1.0
1.0
1.0
1.1
0.1
0.1
0.3
0.4
0.5
0.5
0.5
- Fortified Wine
- Drinking Yogurt
- Flavoured Milk
3.0
5.0
- Soymilk
- Fermented Milk
114.6
116.9
PDF Editor
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
2045.7
2078.2
2361.8
2584.2
2669.0
2607.5
2742.6
2858.8
2900.7
2737.0
2710.0
2761.8
Total Soft Drinks
642.1
744.4
902.5
1094.2
1167.5
1163.3
1265.2
1400.7
1470.8
1396.8
1402.7
1443.3
- Packaged Water
290.6
311.1
374.1
438.2
460.2
475.6
528.7
588.7
579.5
567.1
576.8
586.6
- Carbonates
260.9
314.9
372.3
447.5
458.4
396.0
418.8
454.0
487.1
435.7
444.4
453.0
- Nectars
41.0
60.7
81.4
101.5
122.2
136.3
143.4
150.8
171.5
159.5
137.5
142.4
- Still Drinks
12.0
12.5
21.6
45.6
56.2
72.9
79.1
99.0
108.3
107.9
102.0
105.9
0.9
2.4
3.1
7.0
10.4
15.1
19.2
26.7
27.6
33.8
41.6
Total
- Bulk/HOD Water
- Squash/Syrups
19.2
19.2
20.1
23.2
23.6
24.3
24.7
25.4
26.0
26.1
29.5
31.5
- Juice
9.9
16.6
21.2
21.4
23.8
25.9
27.9
30.3
31.1
26.8
25.8
27.2
- Fruit Powders
6.8
6.7
6.4
5.5
5.9
8.5
11.4
14.9
17.8
18.3
19.5
19.8
1.5
1.1
1.0
3.6
4.2
5.8
6.7
7.1
10.1
14.6
18.9
19.7
- Energy Drinks
0.2
0.5
1.9
3.7
5.1
7.1
8.9
10.8
12.0
12.4
13.2
14.2
0.1
0.1
1.0
0.8
0.6
0.4
0.5
0.7
0.8
1.1
1.3
0.1
0.1
0.1
0.1
0.1
0.1
0.1
- Sports Drinks
- Iced/RTD Coffee
Drinks
646.4
562.1
573.3
598.0
617.2
614.8
662.5
655.6
628.8
555.8
523.3
528.7
- Beer
552.8
468.9
481.4
506.7
530.6
538.2
588.4
583.4
559.8
488.1
455.3
462.0
- Wine Total
65.7
65.7
65.4
65.4
62.8
55.4
53.6
51.9
50.8
50.5
51.7
50.9
- Spirits excluding
FABs & Fort Wine
27.2
26.8
25.8
25.2
23.1
20.7
20.0
19.9
17.7
16.8
16.0
15.5
0.7
0.7
0.7
0.7
0.7
0.5
0.5
0.4
0.5
0.4
0.4
0.3
Total Hot Beverages
391.6
397.2
399.2
405.0
412.8
396.1
386.6
381.3
373.4
377.7
382.9
383.9
- Hot Coffee
280.7
283.5
286.4
292.2
298.1
284.4
275.3
269.7
259.8
258.7
259.7
259.1
- Hot Tea
110.9
113.7
112.8
112.8
114.7
111.7
111.3
111.6
113.6
119.0
123.2
124.8
Total Dairy Drinks
365.6
374.5
486.8
487.0
471.5
433.3
428.3
421.2
427.7
406.6
401.0
405.8
- White Milk
248.0
252.6
360.2
351.0
326.6
283.0
272.3
260.0
261.1
247.1
236.2
240.8
118.8
126.0
131.0
135.3
139.5
143.5
147.4
141.4
148.0
148.6
7.8
10.0
13.4
14.3
15.7
16.5
17.9
16.6
15.3
14.8
0.5
0.6
0.7
0.9
1.0
1.0
1.0
1.1
0.1
0.1
0.3
0.4
0.5
0.5
0.5
- Fortified Wine
- Drinking Yogurt
- Flavoured Milk
3.0
5.0
- Soymilk
- Fermented Milk
114.6
116.9
PDF Editor
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
642.1
743.5
900.1
1091.1
1160.5
1152.9
1250.1
1381.5
1444.1
1369.2
1368.9
1401.7
338.4
353.0
417.8
485.0
506.6
541.9
586.7
654.9
645.5
626.1
632.1
647.0
- Imports
5.1
4.4
6.5
8.1
6.8
8.2
4.4
9.4
9.0
9.1
7.1
4.5
- Exports
52.9
46.3
50.1
54.8
53.2
74.5
62.4
75.6
75.0
68.1
62.4
65.0
290.6
311.1
374.1
438.2
460.2
475.6
528.7
588.7
579.5
567.1
576.8
586.6
265.8
311.0
371.0
459.6
467.1
468.6
500.5
553.8
601.7
522.1
508.1
512.4
- Imports
3.9
10.1
9.3
13.8
4.6
2.7
2.2
0.7
0.5
0.0
0.0
0.0
- Exports
8.8
6.2
8.0
25.8
13.3
75.3
83.9
100.5
115.1
86.4
63.7
59.4
260.9
314.9
372.3
447.5
458.4
396.0
418.8
454.0
487.1
435.7
444.4
453.0
Total
Packaged Water
- Production
- Consumption
Carbonates
- Production
- Consumption
Nectars
- Production
39.7
59.1
79.4
100.1
135.2
151.3
169.2
202.7
239.3
207.6
180.6
186.5
- Imports
1.3
1.6
2.0
2.2
3.5
3.9
3.3
2.5
2.0
1.3
1.0
1.1
- Exports
0.0
0.0
0.0
0.8
16.5
18.8
29.1
54.4
69.8
49.5
44.1
45.2
41.0
60.7
81.4
101.5
122.2
136.3
143.4
150.8
171.5
159.5
137.5
142.4
12.0
12.5
19.5
45.0
55.7
72.0
78.1
97.9
121.1
120.5
114.7
118.8
0.0
0.0
2.1
0.6
0.5
1.1
1.7
2.3
1.9
1.4
1.3
1.3
- Consumption
Still Drinks
- Production
- Imports
- Exports
0.0
0.0
0.0
0.0
0.0
0.2
0.7
1.2
14.7
14.1
14.0
14.2
12.0
12.5
21.6
45.6
56.2
72.9
79.1
99.0
108.3
107.9
102.0
105.9
19.3
18.0
19.8
22.6
23.5
24.0
24.4
25.0
25.5
26.7
30.3
32.6
- Imports
0.0
1.4
0.6
0.8
0.5
0.5
0.5
0.6
0.7
0.7
0.7
0.7
- Exports
0.1
0.2
0.2
0.2
0.4
0.2
0.2
0.2
0.2
1.3
1.5
1.7
19.2
19.2
20.1
23.2
23.6
24.3
24.7
25.4
26.0
26.1
29.5
31.5
- Production
9.9
16.6
21.2
23.6
33.2
34.9
46.1
50.6
53.7
39.9
36.8
38.8
- Imports
0.0
0.0
0.0
1.0
1.0
0.4
0.1
0.2
0.3
0.2
0.2
0.2
- Exports
0.0
0.0
0.0
3.3
10.4
9.5
18.3
20.6
22.8
13.3
11.1
11.7
- Consumption
9.9
16.6
21.2
21.4
23.8
25.9
27.9
30.3
31.1
26.8
25.8
27.2
- Production
3.1
3.0
4.8
3.8
2.6
2.2
3.2
4.7
6.8
3.8
0.2
1.3
- Imports
3.7
3.8
3.6
2.8
4.1
6.8
8.6
10.6
11.2
14.8
19.4
18.5
- Exports
0.0
0.0
1.9
1.1
0.8
0.5
0.5
0.4
0.3
0.3
0.1
0.1
- Consumption
6.8
6.7
6.4
5.5
5.9
8.5
11.4
14.9
17.8
18.3
19.5
19.8
1.7
1.3
0.6
3.1
4.1
5.0
6.4
6.0
9.2
13.6
16.5
17.3
- Consumption
Squash/Syrups
- Production
- Consumption
Juice
Fruit Powders
Iced/RTD Tea Drinks

- Production
PDF Editor
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
- Imports
0.0
0.1
0.5
0.7
0.8
1.4
1.0
1.9
1.9
2.2
3.6
3.8
- Exports
0.2
0.3
0.1
0.3
0.7
0.6
0.7
0.9
1.0
1.2
1.2
1.4
- Consumption
1.5
1.1
1.0
3.6
4.2
5.8
6.7
7.1
10.1
14.6
18.9
19.7
- Production
0.3
0.7
2.5
4.7
5.7
7.4
8.7
10.0
10.5
11.3
12.2
13.2
- Imports
0.0
0.3
0.3
0.4
0.5
0.5
0.9
1.3
2.0
1.5
1.5
1.5
- Exports
0.1
0.4
0.9
1.5
1.0
0.8
0.6
0.5
0.5
0.4
0.5
0.6
- Consumption
0.2
0.5
1.9
3.7
5.1
7.1
8.9
10.8
12.0
12.4
13.2
14.2
0.1
0.1
0.8
0.8
0.3
0.0
0.0
0.0
0.5
0.7
0.9
Energy Drinks
Sports Drinks
- Production
- Imports
0.0
0.0
0.0
0.3
0.1
0.3
0.4
0.5
0.6
0.2
0.4
0.5
- Exports
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.1
0.1
1.0
0.8
0.6
0.4
0.5
0.7
0.8
1.1
1.3
0.0
0.0
0.0
0.0
0.0
0.0
0.0
- Consumption
Iced/RTD Coffee Drinks
- Production
- Imports
0.0
0.0
0.0
0.0
0.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
- Exports
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.1
0.1
0.1
0.1
0.1
0.1
0.1
2005
2006
2007
2008
2009
2010
2011F
- Consumption
2000
Total
2001
2002
2003
2004
100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 % 100.0 %
Packaged Water
- Production
52.7 %
47.5 %
46.4 %
44.4 %
43.7 %
47.0 %
46.9 %
47.4 %
44.7 %
45.7 %
46.2 %
46.2 %
- Imports
0.8 %
0.6 %
0.7 %
0.7 %
0.6 %
0.7 %
0.3 %
0.7 %
0.6 %
0.7 %
0.5 %
0.3 %
- Exports
8.2 %
6.2 %
5.6 %
5.0 %
4.6 %
6.5 %
5.0 %
5.5 %
5.2 %
5.0 %
4.6 %
4.6 %
45.3 %
41.8 %
41.6 %
40.2 %
39.7 %
41.2 %
42.3 %
42.6 %
40.1 %
41.4 %
42.1 %
41.8 %
- Consumption
Carbonates
- Production
41.4 %
41.8 %
41.2 %
42.1 %
40.3 %
40.6 %
40.0 %
40.1 %
41.7 %
38.1 %
37.1 %
36.6 %
- Imports
0.6 %
1.4 %
1.0 %
1.3 %
0.4 %
0.2 %
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
0.0 %
- Exports
1.4 %
0.8 %
0.9 %
2.4 %
1.1 %
6.5 %
6.7 %
7.3 %
8.0 %
6.3 %
4.7 %
4.2 %
40.6 %
42.4 %
41.4 %
41.0 %
39.5 %
34.3 %
33.5 %
32.9 %
33.7 %
31.8 %
32.5 %
32.3 %
- Production
6.2 %
7.9 %
8.8 %
9.2 %
11.6 %
13.1 %
13.5 %
14.7 %
16.6 %
15.2 %
13.2 %
13.3 %
- Imports
0.2 %
0.2 %
0.2 %
0.2 %
0.3 %
0.3 %
0.3 %
0.2 %
0.1 %
0.1 %
0.1 %
0.1 %
- Exports
0.0 %
0.0 %
0.0 %
0.1 %
1.4 %
1.6 %
2.3 %
3.9 %
4.8 %
3.6 %
3.2 %
3.2 %
- Consumption
6.4 %
8.2 %
9.0 %
9.3 %
10.5 %
11.8 %
11.5 %
10.9 %
11.9 %
11.6 %
10.0 %
10.2 %
- Consumption
Nectars
PDF Editor
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
- Production
1.9 %
1.7 %
2.2 %
4.1 %
4.8 %
6.2 %
6.2 %
7.1 %
8.4 %
8.8 %
8.4 %
8.5 %
- Imports
0.0 %
0.0 %
0.2 %
0.1 %
0.0 %
0.1 %
0.1 %
0.2 %
0.1 %
0.1 %
0.1 %
0.1 %
- Exports
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
1.0 %
1.0 %
1.0 %
1.0 %
- Consumption
1.9 %
1.7 %
2.4 %
4.2 %
4.8 %
6.3 %
6.3 %
7.2 %
7.5 %
7.9 %
7.5 %
7.6 %
- Production
3.0 %
2.4 %
2.2 %
2.1 %
2.0 %
2.1 %
2.0 %
1.8 %
1.8 %
2.0 %
2.2 %
2.3 %
- Imports
0.0 %
0.2 %
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
0.0 %
- Exports
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
- Consumption
3.0 %
2.6 %
2.2 %
2.1 %
2.0 %
2.1 %
2.0 %
1.8 %
1.8 %
1.9 %
2.2 %
2.3 %
- Production
1.5 %
2.2 %
2.4 %
2.2 %
2.9 %
3.0 %
3.7 %
3.7 %
3.7 %
2.9 %
2.7 %
2.8 %
- Imports
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Exports
0.0 %
0.0 %
0.0 %
0.3 %
0.9 %
0.8 %
1.5 %
1.5 %
1.6 %
1.0 %
0.8 %
0.8 %
- Consumption
1.5 %
2.2 %
2.4 %
2.0 %
2.0 %
2.2 %
2.2 %
2.2 %
2.2 %
2.0 %
1.9 %
1.9 %
- Production
0.5 %
0.4 %
0.5 %
0.3 %
0.2 %
0.2 %
0.3 %
0.3 %
0.5 %
0.3 %
0.0 %
0.1 %
- Imports
0.6 %
0.5 %
0.4 %
0.3 %
0.4 %
0.6 %
0.7 %
0.8 %
0.8 %
1.1 %
1.4 %
1.3 %
- Exports
0.0 %
0.0 %
0.2 %
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Consumption
1.1 %
0.9 %
0.7 %
0.5 %
0.5 %
0.7 %
0.9 %
1.1 %
1.2 %
1.3 %
1.4 %
1.4 %
- Production
0.3 %
0.2 %
0.1 %
0.3 %
0.3 %
0.4 %
0.5 %
0.4 %
0.6 %
1.0 %
1.2 %
1.2 %
- Imports
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
0.2 %
0.3 %
0.3 %
- Exports
0.0 %
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
- Consumption
0.2 %
0.2 %
0.1 %
0.3 %
0.4 %
0.5 %
0.5 %
0.5 %
0.7 %
1.1 %
1.4 %
1.4 %
- Production
0.0 %
0.1 %
0.3 %
0.4 %
0.5 %
0.6 %
0.7 %
0.7 %
0.7 %
0.8 %
0.9 %
0.9 %
- Imports
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
- Exports
0.0 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Consumption
0.0 %
0.1 %
0.2 %
0.3 %
0.4 %
0.6 %
0.7 %
0.8 %
0.8 %
0.9 %
1.0 %
1.0 %
0.0 %
0.0 %
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
Still Drinks
Squash/Syrups
Juice
Fruit Powders
Iced/RTD Tea Drinks
Energy Drinks
Sports Drinks
- Production
- Imports
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Exports
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Consumption
- Production
- Imports
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Exports
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
PDF Editor
2000
2001
2002
2003
2004
- Consumption
2005
2006
2007
2008
2009
2010
2011F
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
00-01
01-02
02-03
03-04
04-05
05-06
06-07
07-08
08-09
09-10
10-11
15.8 %
21.1 %
21.2 %
6.4 %
-0.7 %
8.4 %
10.5 %
4.5 %
-5.2 %
0.0 %
2.4 %
4.3 %
18.3 %
16.1 %
4.5 %
7.0 %
8.3 %
11.6 %
-1.4 %
-3.0 %
1.0 %
2.4 %
- Imports
-13.8 %
48.3 %
24.7 % -16.1 %
21.3 % -47.0 % 116.8 %
-4.7 %
1.6 % -22.1 % -36.2 %
- Exports
-12.5 %
8.2 %
9.4 %
-3.0 %
40.2 % -16.3 %
21.2 %
-0.8 %
-9.2 %
-8.4 %
4.1 %
7.1 %
20.3 %
17.1 %
5.0 %
3.3 %
11.2 %
11.4 %
-1.6 %
-2.1 %
1.7 %
1.7 %
17.0 %
19.3 %
23.9 %
1.6 %
0.3 %
6.8 %
10.6 %
8.7 % -13.2 %
-2.7 %
0.8 %
- Imports
159.0 %
-8.0 %
48.0 % -66.7 % -41.0 % -18.5 % -68.2 % -28.6 % -100.0 %
0.0 %
0.0 %
- Exports
-29.3 %
27.6 % 224.1 % -48.5 % 466.8 %
14.6 % -24.9 % -26.3 %
-6.8 %
- Consumption
20.7 %
18.2 %
20.2 %
- Production
48.8 %
34.5 %
26.0 %
35.0 %
11.9 %
- Imports
23.1 %
25.0 %
12.0 %
57.8 %
- Exports
0.0 %
0.0 %
14.2 %
54.2 %
87.4 %
28.1 % -29.1 % -10.8 %
2.4 %
48.0 %
34.2 %
Total
Packaged Water
- Production
- Consumption
Carbonates
- Production
2.4 % -13.6 %
11.3 %
19.8 %
5.8 %
8.4 %
11.8 %
19.8 %
7.3 % -10.5 %
2.0 %
1.9 %
18.0 % -13.2 % -13.0 %
3.2 %
10.4 % -15.4 % -24.2 % -20.0 % -35.0 % -23.1 %
5.0 %
Nectars
- Consumption
0.0 % 1,886 %
24.7 %
20.4 %
11.5 %
5.2 %
5.1 %
13.7 %
-7.0 % -13.8 %
3.5 %
55.7 % 130.9 %
23.9 %
29.3 %
8.4 %
25.3 %
23.7 %
-0.4 %
-4.8 %
3.5 %
0.0 % -71.7 % -16.7 % 120.0 %
54.5 %
36.9 % -17.7 % -28.3 %
-6.7 %
-1.7 %
Still Drinks
- Production
4.2 %
- Imports
0.0 %
- Exports
0.0 %
0.0 %
0.0 %
67.4 % 1,151 %
-4.2 %
-0.3 %
1.3 %
- Consumption
4.2 %
72.7 % 111.0 %
23.4 %
29.7 %
8.5 %
25.2 %
9.4 %
-0.4 %
-5.4 %
3.8 %
- Production
-6.9 %
10.0 %
4.0 %
2.2 %
1.8 %
2.1 %
2.2 %
4.8 %
13.4 %
7.6 %
- Imports
0.0 % -59.1 %
6.0 % -11.3 %
23.4 %
20.7 %
2.9 %
-1.4 %
-5.6 %
0.0 %
0.0 % 218.2 %
Squash/Syrups
- Exports
- Consumption
29.1 %
14.4 %
31.9 % -33.9 %
43.9 % -12.3 %
86.9 % -39.4 %
-7.8 %
-7.4 %
0.0 % 560.0 %
14.4 %
14.6 %
0.2 %
4.6 %
15.2 %
2.0 %
2.9 %
1.6 %
2.6 %
2.6 %
0.5 %
12.9 %
6.9 %
67.5 %
27.7 %
11.6 %
40.4 %
5.1 %
32.0 %
9.8 %
6.0 % -25.7 %
-7.8 %
5.3 %
- Imports
0.0 %
0.0 %
0.0 %
8.7 % -12.0 % -16.7 %
-6.1 %
- Exports
0.0 %
0.0 %
0.0 % 214.6 %
-9.1 %
93.2 %
12.3 %
10.6 % -41.4 % -16.5 %
5.1 %
67.5 %
27.7 %
0.8 %
8.7 %
7.7 %
8.7 %
-2.6 %
59.2 % -20.8 % -30.5 % -17.9 %
50.7 %
45.2 %
Juice
- Production
- Consumption
-4.3 % -57.0 % -81.4 % 187.5 %

11.3 %
2.9 % -14.0 %
-3.5 %
5.4 %
Fruit Powders
- Production
PDF Editor
45.0 % -44.0 % -95.3 % 640.3 %
00-01
01-02
02-03
03-04
04-05
05-06
06-07
07-08
08-09
09-10
10-11
- Imports
0.5 %
-5.2 % -21.5 %
47.8 %
65.4 %
26.1 %
22.8 %
6.2 %
31.7 %
31.1 %
-4.4 %
- Exports
0.0 %
0.0 % -42.1 % -27.3 % -35.0 % -13.5 % -11.1 % -25.0 %
-6.7 % -82.1 %
0.0 %
- Consumption
-0.9 %
-4.8 % -14.9 %
8.9 %
42.2 %
34.8 %
30.5 %
19.3 %
3.2 %
6.5 %
1.4 %
-23.5 % -50.8 % 389.2 %
29.4 %
22.4 %
28.7 %
-5.4 %
51.6 %
48.6 %
21.3 %
5.0 %
16.5 %
67.1 % -25.5 %
83.5 %
1.8 %
14.9 %
65.7 %
3.4 %
Iced/RTD Tea Drinks

- Production
- Imports
0.0 % 360.0 %
53.0 %
- Exports
68.8 % -51.2 % 111.8 % 168.0 % -19.7 %
22.6 %
19.7 %
17.6 %
15.0 %
7.0 %
13.8 %
- Consumption
-26.3 % -14.6 % 266.5 %
16.4 %
38.6 %
16.4 %
5.5 %
42.5 %
45.5 %
29.1 %
4.1 %
128.3 % 259.6 %
89.6 %
21.2 %
30.6 %
17.2 %
15.5 %
5.2 %
7.3 %
8.1 %
8.5 %
51.7 %
18.2 %
1.9 %
60.4 %
52.9 %
51.7 % -24.9 %
-0.7 %
2.0 %
Energy Drinks
- Production
- Imports
0.0 %
16.0 %
- Exports
521.4 % 104.1 %
64.2 % -28.1 % -22.7 % -23.5 % -19.4 % -10.0 %
-6.7 %
16.7 %
12.2 %
- Consumption
117.4 % 273.0 %
95.8 %
2.6 %
6.8 %
7.6 %
40.5 %
38.5 %
25.0 %
21.5 %
11.5 %
0.0 % -59.2 % -87.7 %
-100 %
0.0 % 2,158 %
31.9 %
22.0 %
32.0 %
21.0 %
31.2 % -63.8 %
83.5 %
11.4 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
1,187.5 -18.4 % -27.0 % -28.5 %

%
10.5 %
36.2 %
17.1 %
47.3 %
18.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
33.3 %
25.0 %
7.0 % -25.2 %
10.0 %
12.5 %
Sports Drinks
- Production
0.0 % 850.0 %
- Imports
0.0 %
0.0 %
0.0 % -70.4 % 278.8 %
- Exports
0.0 %
0.0 %
0.0 %
- Consumption
0.0 %
0.0 %
0.0 %

- Production
- Imports
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Exports
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Consumption
0.0 %
0.0 %
33.3 %
25.0 %
0.0 %
0.0 %
0.0 %
0.0 %
7.0 % -25.2 %
10.0 %
12.5 %
Million Litres
Average Price
Value
2009
2010
2011F
2009
2010
2011F
2009
2010
2011F
1369.2
1368.9
1401.7
73.25
77.36
81.48
100294.64
105901.28
114216.86
567.1
576.8
586.5
35.45
38.79
42.24
20100.46
22371.85
24774.84
- Off
495.0
513.8
519.9
24.43
28.10
30.92
12095.21
14437.49
16072.84
- On
72.1
63.0
66.7
111.11
125.92
130.52
8005.25
7934.35
8702.00
Total Carbonates
435.7
444.4
453.0
79.18
82.96
86.62
34500.52
36868.96
39238.08
- Off
409.3
417.4
424.7
56.83
59.94
61.95
23259.35
25021.96
26305.88
- On
26.4
27.0
28.4
425.16
438.62
456.16
11241.17
11847.00
12932.20
Total Nectars
159.5
137.6
142.4
159.52
180.18
184.94
25444.00
24793.30
26328.40
- Off
134.9
115.0
118.4
81.92
91.88
93.77
11046.50
10565.80
11098.40
- On
24.7
22.6
24.0
584.08
629.54
634.58
14397.50
14227.50
15230.00
Total
PDF Editor
Million Litres
Total Still Drinks
Average Price
Value
107.9
102.0
105.9
40.27
42.10
46.49
4344.76
4293.59
4921.82
- Off
97.1
92.7
96.9
29.87
33.02
37.01
2899.72
3062.19
3586.10
- On
10.8
9.2
9.0
133.65
133.14
149.08
1445.04
1231.40
1335.72
Total Squash/Syrups
26.1
29.5
31.6
19.55
20.26
20.79
509.99
597.35
655.90
- Off
25.9
29.3
31.5
19.32
20.01
20.67
500.92
586.15
650.10
- On
0.2
0.2
0.1
54.00
56.00
58.00
9.07
11.20
5.80
Total Juice
26.8
25.7
27.2
195.79
211.44
196.25
5242.47
5443.74
5343.90
- Off
22.5
22.0
23.8
118.89
132.82
139.10
2671.54
2918.58
3310.60
4.3
3.8
3.4
597.20
669.45
592.80
2570.93
2525.16
2033.30
Total Iced/RTD Tea

Drinks
- On
14.6
18.9
19.7
173.56
151.48
167.97
2540.90
2859.55
3305.74
- Off
12.1
16.0
16.6
60.00
57.00
64.76
728.40
910.75
1073.74
- On
2.5
2.9
3.1
725.00
672.00
720.00
1812.50
1948.80
2232.00
Total Fruit Powders
18.3
19.6
19.8
75.54
94.39
103.74
1384.58
1850.00
2054.44
- Off
17.6
18.5
18.6
56.70
64.32
69.66
999.58
1190.00
1298.49
- On
0.7
1.1
1.2
550.00
600.00
650.00
385.00
660.00
755.95
12.4
13.1
14.2
485.59
491.69
504.40
5997.00
6441.18
7162.50
- Off
4.4
5.1
6.2
315.00
320.00
340.00
1386.00
1621.51
2091.00
Total Energy Drinks

- On
8.0
8.0
8.1
580.00
600.00
630.00
4611.00
4819.68
5071.50
Total Sports Drinks
0.7
1.2
1.4
245.24
263.13
255.99
181.48
323.65
363.50
- Off
0.4
0.6
0.7
175.00
185.00
185.00
62.13
112.85
129.50
- On
0.4
0.6
0.7
310.00
340.00
325.00
119.35
210.80
234.00
Total Iced/RTD Coffee

Drinks
0.1
0.1
0.1
606.25
660.45
684.28
48.50
58.12
67.74
- Off
0.1
0.1
0.1
606.25
660.45
684.28
48.50
58.12
67.74
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
448.7
543.7
677.9
805.9
824.4
846.4
962.9
1089.3
1145.9
1074.1
1069.8
Coca-Cola
87.0
112.7
136.0
143.2
127.4
106.2
140.9
165.0
177.7
177.3
181.1
Vrncji
41.5
36.9
44.5
50.8
41.4
39.8
69.0
92.1
99.4
116.2
123.2
4.1
10.4
24.6
52.4
74.2
103.3
123.2
137.3
132.3
108.3
113.9
Knjaz Milos
162.3
178.5
186.0
192.6
158.4
137.2
137.6
135.6
119.2
103.2
92.4
Pepsi-Cola
17.5
30.5
35.9
37.3
31.5
30.4
57.3
61.3
76.9
57.7
61.5
Rosa
13.9
11.7
16.6
31.4
33.0
25.2
31.9
41.8
47.3
50.5
58.8
7.8
16.7
22.5
35.6
45.5
47.9
51.3
Total
Minaqua
Aqua Viva
Frutella
19.1
25.9
40.3
55.9
73.9
85.9
87.0
83.6
77.9
67.2
47.2
Nectar
5.1
5.5
11.8
13.7
17.7
47.9
63.0
63.1
63.4
45.4
43.0
12.7
19.2
33.8
47.1
52.3
42.2
43.8
40.4
40.2
38.6
35.8
34.8
La Vita
Heba
34.3
44.0
52.9
52.6
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48.0
Fanta
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
22.6
36.1
39.8
52.9
51.9
26.3
25.5
29.6
29.6
30.4
34.5
18.1
25.6
30.6
34.3
38.2
40.0
32.5
Hello
Sinalco
14.3
19.9
32.5
43.0
55.0
63.0
30.6
33.9
46.1
32.3
28.1
4.1
2.2
3.2
4.1
5.8
6.5
7.2
14.2
25.5
Na Eks
Prolom
10.7
12.8
20.0
23.5
24.5
24.5
23.6
24.8
23.5
22.7
23.4
Next
6.5
11.3
20.1
27.7
31.2
19.4
10.9
17.3
18.9
19.7
19.8
Cockta
3.5
2.5
3.8
3.9
3.1
8.3
10.6
12.8
16.5
15.2
19.0
Schweppes
6.4
5.0
9.0
15.1
14.7
11.1
16.6
22.6
21.9
19.9
19.0
7.9
9.4
15.0
16.9
18.1
18.7
17.8
18.6
Aqua Bella
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
1381.5
1444.2
1369.2
1369.0
1401.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Non-Refillable
1296.1
1365.0
1296.7
1298.0
1329.4
93.8 %
94.5 %
94.7 %
94.8 %
94.8 %
0.4
0.3
0.3
0.0 %
0.0 %
0.0 %
0.4
0.3
0.3
0.0 %
0.0 %
0.0 %
- Bag in Box
- Board
- Bottle
1078.6
1114.9
1071.2
1091.3
1112.7
78.1 %
77.2 %
78.2 %
79.7 %
79.4 %
- PET
1047.1
1086.8
1050.1
1072.4
1092.8
75.8 %
75.3 %
76.7 %
78.3 %
78.0 %
31.5
28.1
21.1
18.9
19.9
2.3 %
1.9 %
1.5 %
1.4 %
1.4 %
31.9
36.0
31.5
29.3
30.5
2.3 %
2.5 %
2.3 %
2.1 %
2.2 %
- Metal
31.9
36.0
31.5
29.3
30.5
2.3 %
2.5 %
2.3 %
2.1 %
2.2 %
- Carton
170.2
196.1
175.8
158.1
166.7
12.3 %
13.6 %
12.8 %
11.5 %
11.9 %
- Board
170.2
196.1
175.8
158.1
166.7
12.3 %
13.6 %
12.8 %
11.5 %
11.9 %
- Pouch
0.5
0.3
0.4
0.3
0.3
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Foil
0.5
0.3
0.4
0.3
0.3
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Sachet
13.4
16.0
15.3
10.5
10.6
1.0 %
1.1 %
1.1 %
0.8 %
0.8 %
- Foil
13.4
16.0
15.3
10.5
10.6
1.0 %
1.1 %
1.1 %
0.8 %
0.8 %
- Tank
0.1
0.1
0.1
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.1
0.1
0.1
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
1.5
1.8
2.0
8.2
8.3
0.1 %
0.1 %
0.1 %
0.6 %
0.6 %
1.1
1.2
1.4
8.2
8.3
0.1 %
0.1 %
0.1 %
0.6 %
0.6 %
- Glass
- Can
- Metal
- Tub
- HDPE
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
0.4
0.6
0.6
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Total Refillable
85.4
79.1
72.5
71.0
72.3
6.2 %
5.5 %
5.3 %
5.2 %
5.2 %
- Bottle
83.4
77.0
70.4
68.5
69.3
6.0 %
5.3 %
5.1 %
5.0 %
4.9 %
- Glass
83.4
77.0
70.4
68.5
69.3
6.0 %
5.3 %
5.1 %
5.0 %
4.9 %
1.9
2.1
2.1
2.5
3.0
0.1 %
0.1 %
0.2 %
0.2 %
0.2 %
1.9
2.1
2.1
2.5
3.0
0.1 %
0.1 %
0.2 %
0.2 %
0.2 %
- Board
- Tank
- Metal
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
1381.5
1444.2
1369.2
1368.9
1401.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Off
1211.0
1262.8
1219.2
1230.4
1257.2
87.7 %
87.4 %
89.0 %
89.9 %
89.7 %
425.1
456.8
409.3
417.4
424.7
30.8 %
31.6 %
29.9 %
30.5 %
30.3 %
- Energy Drinks
3.6
4.2
4.4
5.1
6.2
0.3 %
0.3 %
0.3 %
0.4 %
0.4 %
- Fruit Powders
14.7
17.2
17.6
18.5
18.6
1.1 %
1.2 %
1.3 %
1.4 %
1.3 %
- Iced/RTD Coffee
Drinks
0.1
0.1
0.1
0.1
0.1
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
5.5
8.0
12.1
16.0
16.6
0.4 %
0.6 %
0.9 %
1.2 %
1.2 %
24.5
25.1
22.5
22.0
23.8
1.8 %
1.7 %
1.6 %
1.6 %
1.7 %
- Nectars
118.7
134.2
134.9
115.0
118.4
8.6 %
9.3 %
9.8 %
8.4 %
8.4 %
- Packaged Water
506.2
496.5
495.0
513.8
519.9
36.6 %
34.4 %
36.2 %
37.5 %
37.1 %
0.1
0.3
0.4
0.6
0.7
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Squash/Syrups
24.0
24.8
25.9
29.3
31.5
1.7 %
1.7 %
1.9 %
2.1 %
2.2 %
- Still Drinks
88.4
95.6
97.1
92.7
96.9
6.4 %
6.6 %
7.1 %
6.8 %
6.9 %
170.5
181.4
150.0
138.5
144.5
12.3 %
12.6 %
11.0 %
10.1 %
10.3 %
28.9
30.3
26.4
27.0
28.4
2.1 %
2.1 %
1.9 %
2.0 %
2.0 %
- Energy Drinks
7.2
7.9
8.0
8.0
8.1
0.5 %
0.5 %
0.6 %
0.6 %
0.6 %
- Fruit Powders
0.2
0.6
0.7
1.1
1.2
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
1.5
2.1
2.5
2.9
3.1
0.1 %
0.1 %
0.2 %
0.2 %
0.2 %
- Juice
5.7
6.0
4.3
3.8
3.4
0.4 %
0.4 %
0.3 %
0.3 %
0.2 %
- Nectars
32.1
37.3
24.7
22.6
24.0
2.3 %
2.6 %
1.8 %
1.7 %
1.7 %
- Packaged Water
82.5
83.0
72.1
63.0
66.7
6.0 %
5.7 %
5.3 %
4.6 %
4.8 %
- Sports Drinks
0.4
0.4
0.4
0.6
0.7
0.0 %
0.0 %
0.0 %
0.0 %
0.1 %
- Squash/Syrups
1.4
1.2
0.2
0.2
0.1
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
10.6
12.7
10.8
9.2
9.0
0.8 %
0.9 %
0.8 %
0.7 %
0.6 %
- Carbonates
- Juice
- Sports Drinks
Total On
- Carbonates
- Still Drinks
PDF Editor
Million Litres
2007
2008
2009
% Share
2010
2011F
2007
2008
2009
2010
2011F
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
1250.1
1381.5
1444.1
1369.2
1368.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Packaged Water Plain
528.7
588.7
579.5
567.1
576.8
42.3 %
42.6 %
40.1 %
41.4 %
42.1 %
Carbonates
418.8
454.0
487.1
435.7
444.4
33.5 %
32.9 %
33.7 %
31.8 %
32.5 %
Juice/Juice drinks
171.3
195.5
223.4
203.9
178.4
13.7 %
14.2 %
15.5 %
14.9 %
13.0 %
Still Drinks (low/no fruit)
79.1
83.3
84.8
88.3
85.5
6.3 %
6.0 %
5.9 %
6.5 %
6.2 %
Squash/Syrups
24.7
25.4
26.0
26.1
29.5
2.0 %
1.8 %
1.8 %
1.9 %
2.2 %
Fruit Powders
11.4
14.9
17.8
18.3
19.5
0.9 %
1.1 %
1.2 %
1.3 %
1.4 %
Iced/RTD Tea Drinks
6.7
7.1
10.1
14.6
18.9
0.5 %
0.5 %
0.7 %
1.1 %
1.4 %
Energy Drinks
8.9
10.8
12.0
12.4
13.2
0.7 %
0.8 %
0.8 %
0.9 %
1.0 %
Sports Drinks
0.4
0.5
0.7
0.8
1.1
0.0 %
0.0 %
0.0 %
0.1 %
0.1 %
1.2
2.4
1.5
1.2
0.1 %
0.2 %
0.1 %
0.1 %
0.4
0.4
0.3
0.0 %
0.0 %
0.0 %
0.1
0.1
0.1
0.0 %
0.0 %
0.0 %
Total
Flavoured Water
Functional Water
Iced/RTD Coffee
0.1
0.1
PDF Editor
0.0 %
0.0 %
PDF Editor
Chart - Packaged Water Leading Trademark Owners & Private Label, 2010 .................................................... 2
Current and Emerging Trends ............................................................................................................................. 3
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Packaged Water Trademarks 2008-2010 ............................................................................................. 3
Functional Products ............................................................................................................................................ 4
Private Label/Private Label Producers ................................................................................................................ 4
Marketing ............................................................................................................................................................. 4
Pricing/Valuation ................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 5
New Products 2010 ............................................................................................................................................. 5
Packaged Water New Products 2010 ................................................................................................................. 5
Packaged Water New Products Photo Shots 2010 ............................................................................................ 5
Packaged Water Trademark Owners and Local Operators ................................................................................ 6
Packaged Water Selected Off-Premise Prices, 2009-2011 ................................................................................ 6
Packaged Water Selected On-Premise Prices, 2009-2011 ................................................................................ 8
Packaged Water vs Bulk/HOD Water Consumption, .......................................................................................... 9
Packaged Water Production/Trade/Consumption, 2000-2011F ......................................................................... 9
Packaged Water Foreign Trade By Country (Imports), 2007-2011F .................................................................. 9
Packaged Water Foreign Trade By Country (Exports), 2007-2011F ................................................................ 10
Packaged Water Consumption by Segment, 2007-2011F ............................................................................... 10
Packaged Water Consumption Flavoured vs Unflavoured, 2007-2011F.......................................................... 10
Packaged Water All Trademarks, 2006-2010 ................................................................................................... 11
Packaged Water Brands by Segment, 2007-2011F ......................................................................................... 11
Packaged Water Brands by Flavour, 2006-2010 .............................................................................................. 13
Soft Drinks Flavoured Water Brands, 2007-2010 ............................................................................................. 14
Soft Drinks Water Brands by Market Definition, 2006-2010 ............................................................................. 14
Packaged Water All Trademark Owners, 2006-2010 ....................................................................................... 15
Packaged Water All Local Operators, 2006-2010 ............................................................................................. 16
Packaged Water Leading Trademark Owners, 2006-2010 .............................................................................. 18
Packaged Water Leading Local Operators, 2006-2010 .................................................................................... 18
Packaged Water Consumption by Pack Mix: Segment/Refillability, 2007-2011F ............................................ 19
Packaged Water Consumption by Pack Mix: Refillability/Segment, 2007-2011F ............................................ 20
Packaged Water Consumption by Pack Mix: Segment/Pack/Size, 2007-2011F .............................................. 20
Packaged Water Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F ........................................... 21
Packaged Water Distribution: On vs Off Premise by Segment/Channel, 2007-2011F..................................... 22
Packaged Water Distribution: On vs Off Premise by Channel/Segment, 2007-2011F ..................................... 23
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Market Size
Million Litres
Litres Per
Capita
576.8
78.7
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
3.9 %
-0.7 %
1.7 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
22,371.85
38.79
311.16
0.54
Still
Carbonated
41.8 %
58.2 %
Off-Premise
On-Premise
89.1 %
10.9 %
PET
Glass
93.2 %
6.8 %
Consumption 2010
Growth
Consumption M Litres
Market Value
Value (at consumer price)
Segmentation 2010
% Share
Distribution 2010
% Share
Packaging 2010
% Share
SOURCE: Trade Interviews; Canadean Wisdom
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Current and Emerging Trends

After two consecutive years of negative trends, growth of 2% was seen in 2010. Despite the very favourable
weather conditions, a double digit drop during Sept-Nov prevented a better final year result.
Increased consumer awareness to the benefits of drinking mineral water combined with aggressive pricing
and marketing efforts helped still water volumes rise by 9% in 2010.
Outlook
Growth of 2% is expected to be seen again in 2011. This recovery will be mostly driven by promotional multi
pack sizes and 500cl PET. Established consumers will stay loyal to carbonated water, while the new
consumers will favour still water due to its healthy image.
Jazak, and Mivela marketing activity is likely to jeopardise the sale of the current leaders but it will take time
for there to be a jump in the data.
Segmentation
Still water continued to take share from carbonated water as it was considered to be a healthier option.
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
Minaqua
Minaqua
128.4
107.3
113.0
Vrncji
Voda Vrnjci
82.7
101.8
108.4
Knjaz Milos
Knjaz Milos
119.0
103.0
92.4
Rosa
Coca-Cola
46.8
50.2
58.7
Aqua Viva
Knjaz Milos
44.3
46.8
50.0
Heba
Nectar
35.8
34.8
Heba
38.6
Prolom
Planinka
23.5
22.7
23.4
Aqua Bella
Rodic
18.7
17.8
18.6
Bivoda
Bivoda
9.2
11.1
13.6
Karadorde
Droga Kolinska
10.6
9.4
8.9
Vrnjci (aggressive pricing), Rosa (strong BTL investments) and Prolom (healthy image) slowly took share at
the expense of popular brand Knjaz Milos.
Mivela, increased by 67%, from a small base, supported by above-the-line, sport related sponsorship and its
new owner, Croatian retail leader Agrokor-Konzum. Mivela was also gaining popularity in the exported
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regional market.
Prolom, with its healthy image, increased by 3%. The healthy image was backed up by its unofficial
endorsement from Serbian doctors, who recommended it to patients with liver problems. This created the
perception that it is a very healthy water.
Heavy investment in marketing was seen at the end of 2010 from the new owner of Jazak brand, Gazprom
Neft (which acquired the original owner of Jazak, NIS National Oil Company in December 2008). Gazprom
Neft invested a great deal in the brand and a further bump in sales is expected. With plans to continue above
the line campaigns, this will affect the market share of current leaders.
Heba was bought by Nectar in 2008 and there may be investment being made in above the line marketing.
Heba is Nectars first packaged water, although in 2010 it was not one of the leaders in the category.
Functional Products
Donat Mg, an imported Slovenian water, now owned by Atlantic Grupa (ex Droga Kolinska), recorded slow
growth, but still with volumes bellow 1 m litres. Without serious marketing activity, it would be hard to make
progress in this segment. Donat sales volume was very small and not included in Canadeans data.
Private Label/Private Label Producers

Premia (Delta-Maxi), Aro (Metro) and Minela (Interex) recorded 2% growth, but from a small base.
Consumers expressed high brand loyalty, which made it hard for newcomers in the market. Gains could be
made at a high cost through permanent marketing investments.
Marketing
Sport and health associated brands Knjaz Milos and Rosa had regular marketing activity which translated into
good gains. Rosa (Coca-Cola) held 10% of the market in 2010.
The rebranded Mivela brand (Agrokor), supported by a strong TV campaign and sponsorship agreements in
sport (the national soccer team and Red Star Belgrade FC), made good gains from a small base.
Jazak ran a TV campaign (approx 200,000 invested) in the second half of 2010 but it is still too early to tell if
this was successful.
Pricing/Valuation
Shelf prices followed the currency movements. Knjaz Miloss carbonated water and Rosa kept higher prices,
while the ongoing war on 500cl PET decreased the producers margins. As a response, Akva Viva reduced its
prices for 6-packs in key accounts and temporarily regained price sensitive consumers.
Packaging
PET was almost exclusively packaged for off-premise consumption, where 500cl PET and the latest 6x150cl
PET multi packs dominated.
Glass in the Horeca channel remained the key advantage for the leading brands due to its association with
high quality.
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Distribution
North Serbia, with poor tap water quality, and Belgrade remained the key market for this category.
Off-premise grew by 4%, taking a share from on-premise. It was driven by 500cl PET and multi-pack
promotions in modern retail outlets while slow contraction in the on-premise was affected by lower disposable
income and the trend to stay at home.
Knjaz Milos, the clear market leader in the on-premise, lost share as Rosa exploited synergy effects from the
other Coca-Cola brands in making exclusive agreements with key Horeca outlets.
Vrncji attempted to compete on price but the results show this was unsuccessful.
New Products 2010
Company
Knjaz Milos
Brand
Knjaz Milos
Flavour(s)
Regular low
carbonated
Metro Cash&Carry
Aro (Private
Label)
Still and
carbonated
spring water
Pack
Type/Size
150cl PET
Price
RSD58.00
Comment
25% less carbonation than
regular Knjaz Milos water (see
Figure 1)
50cl PET
200cl PET
500cl PET
RSD17.19
RSD25.96
RSD54.28
New Private Label brand (see

Figure 2)
Source : Canadean
Figure 1: Knjaz Milos
Figure 2 : Aro PL Packaged Water
Source : Canadean
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Trademark
Ultimate Owner
Local Operator
Aqua Bella
Rodic
Rodic
Aqua Viva
Knjaz Milos
Knjaz Milos
Bivoda
Bivoda
Bivoda
Heba
Nectar
Heba
Jamnica
Agrokor
Jamnica
Jana
Agrokor
Jamnica
Jazak
Naftagaz
Naftagaz
Karadorde
Droga Kolinska
Palanacki Kiseljack
Knjaz Milos
Knjaz Milos
Knjaz Milos
Minaqua
Minaqua
Minaqua
Mivela
Agrokor
Mivela
Prolom
Planinka
Planinka
Rosa
Coca-Cola
Vlasinka
Skadarska Voda
Bip Belgrade
Bip Belgrade
Vmjacko Vrelo
Vrnjacko Vrelo
Vrnjacko Vrelo
Voda
Arteska International
Voda Voda
Vrncji
Voda Vrnjci
Voda Vrnjci
Vujic Voda
Vujic Voda
Vujic Voda
SOURCE: Canadean
BRAND
PRICE PER UNIT (RSD)

2009
2010
2011
PRICE PER LITRE (RSD)

2009
2010
2011
25
AQUA VIVA (KNJAZ MILOS)
28.50
114.00
25
PROLOM
25
VRNJCI
22.05
23.58
88.20
94.32
33
EVIAN
127.72
119.90
387.03
363.33
33
PERRIER
89.76
95.53
272.00
289.48
33
ROSA
24.31
25.90
73.67
78.48
75
AQUA VIVA
75
PERRIER
33
33
50
GALA (MAXI)
50
HEBA
19.81
50
PROLOM
27.59
PACK TYPE/SIZE
(CL)
STILL
NR
GLASS
NRPET
26.54
27.38
23.60
24.90
106.16
109.52
94.40
99.60
42.00
43.85
56.00
58.47
122.54
157.41
163.39
209.88
AQUA BELLA
17.23
18.52
52.21
56.12
EVIAN
86.90
99.90
263.33
302.73
22.90
23.90
45.80
47.80
54.72
59.34
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39.62
27.36
29.67
55.18
BRAND

2009
2010
2011
50
ROSA
28.90
50
VODA VODA
50
VRNJCI
50
ZLATIBOR
70
75
150
AQUA BELLA
24.86
150
AQUA VIVA
41.90
150
AQUAHEBA
150
EVIAN
150
GALA (MAXI)
150
HEBA
32.78
150
KARADJORDJE
29.50
150
PREMIA (MAXI)
150
PROLOM
150
ROSA
150
VODA VODA
200
AQUA BELLA
200
ARO (METRO)
200
MINAQUA
200
TOP BUDGET ( INTEREX)
500
AQUA VIVA
500
ARO (METRO)
575
KARADJORDJE
600
EKO VODA HEBA
600
ROSA
600
TOP BUDGET ( INTEREX)
600
VRNJACKO VRELO
600
ZLATIBOR
PACK TYPE/SIZE
(CL)
30.50
33.90
28.90
30.58
30.50
32.90
32.90
29.90
AQUA BELLA
17.23
GALA (MAXI)
28.90
36.37
41.90
26.89

2009
2010
2011
57.80
61.00
67.80
57.80
61.16
61.00
65.80
65.80
59.80
18.58
24.61
26.54
33.90
38.53
45.20
24.25
27.93
53.78
16.57
27.93
35.20
36.41
38.90
23.47
24.27
25.93
233.90
234.90
263.90
155.93
156.60
175.93
31.90
39.90
21.27
26.60
30.31
31.80
20.21
21.20
27.90
35.90
18.60
23.93
46.90
45.90
48.90
31.27
30.60
32.60
42.90
42.90
44.90
28.60
28.60
29.93
38.50
40.39
25.67
26.93
25.95
26.58
12.98
13.29
25.96
27.41
12.98
13.71
28.70
30.58
14.35
15.29
13.00
14.00
20.00
24.58
10.86
11.63
13.48
13.81
26.89
35.90
101.90
76.59
21.85
19.67
13.45
17.95
26.00
28.00
99.99
122.90
54.28
58.17
77.50
79.39
13.32
20.38
66.90
57.86
60.27
11.15
9.64
10.05
122.90
109.70
132.90
20.48
18.28
22.15
49.00
53.00
8.17
8.83
65.90
69.90
11.65
10.98
11.65
64.50
90.90
10.75
15.15
27.35
28.58
109.40
114.32
28.66
29.90
39.33
56.12
69.90
CARBONATED
NR
GLASS
25
KNAZ MILOS
28.50
RB GLASS
33
KNJAZ MILOS
29.90
100
KNJAZ MILOS
29.90
NRPET
114.00
90.61
28.66
29.90
12.98
18.52
29.90
33
AQUA BELLA (RODIC)
33
MINAQUA
15.90
50
HEBA
19.81
21.16
22.39
39.62
42.32
44.78
50
KARADJORDJE
24.00
26.30
27.19
48.00
52.60
54.38
50
KNJAZ MILOS
29.90
29.99
30.90
59.80
59.98
61.80
50
MIVELA
29.12
31.90
58.24
63.80
50
ROSA (COCA-COLA)
28.90
30.19
57.80
60.38
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28.90
48.18
57.80
BRAND

2009
2010
2011
50
50
VODA VODA (SI & SI)

VODA VRNJCI
34.90
28.90
50
70
PACK TYPE/SIZE
(CL)

2009
2010
2011
69.80
57.80
30.50
31.90
61.00
63.80
ZLATIBOR
25.00
26.00
50.00
52.00
AQUA BELLA (RODIC)
17.23
18.58
24.61
26.54
100
BIVODA
21.80
22.58
21.80
22.58
100
DONAT
83.00
86.90
83.00
86.90
150
KARADJORDJE
29.50
37.50
38.90
19.67
25.00
25.93
150
KNJAZ MILOS
41.00
39.99
42.90
27.33
26.66
28.60
150
MIVELA
40.92
41.99
27.28
27.99
150
ROSA
42.90
35.00
36.58
23.33
24.39
150
VODA VODA (SI & SI)
44.90
150
ZLATIBOR
31.00
39.90
20.67
26.60
200
AQUA BELLA (RODIC)
27.29
25.95
26.58
13.65
12.98
13.29
200
MINAQUA
35.90
34.99
43.90
17.95
17.50
21.95
BRAND

2009
2010
2011

2009
2010
2011
33
AQUA BELLA
110.00
333.33
33
EVIAN
180.00
50
AQUA VIVA
135.00
84.00
90.00
270.00
168.00
180.00
50
AQUA HEBA
135.00
75.00
79.00
270.00
150.00
158.00
50
KNJAZ MILOS
120.00
60.00
65.00
240.00
120.00
130.00
50
VODA VODA
160.00
84.00
90.00
320.00
168.00
180.00
50
VRNJCI
135.00
75.00
80.00
270.00
150.00
160.00
20
PERRIER
180.00
25
KNJAZ MILOS
60.00
84.00
90.00
240.00
336.00
360.00
25
VRNJCI
60.00
84.00
90.00
240.00
336.00
360.00
28.60
29.93
SOURCE : Canadean
PACK TYPE/SIZE
(CL)
STILL
NRPET
GLASS
SOURCE : Canadean
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545.45
900.00
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
607.9
606.1
594.7
610.6
628.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Bulk/HOD Water
19.2
26.7
27.6
33.8
41.6
3.2 %
4.4 %
4.6 %
5.5 %
6.6 %
Packaged Water
588.7
579.5
567.1
576.8
586.6
96.8 %
95.6 %
95.4 %
94.5 %
93.4 %
Total
Production
Imports
Exports
Consumption
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
338.4
353.0
417.8
485.0
506.6
541.9
586.7
654.9
645.5
626.1
632.1
647.0
5.1
4.4
6.5
8.1
6.8
8.2
4.4
9.4
9.0
9.1
7.1
4.5
52.9
46.3
50.1
54.8
53.2
74.5
62.4
75.6
75.0
68.1
62.4
65.0
290.6
311.1
374.1
438.2
460.2
475.6
528.7
588.7
579.5
567.1
576.8
586.6
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
9.4
9.0
9.1
7.1
4.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Croatia
1.7
2.6
3.3
2.9
0.3
18.5 %
28.4 %
35.6 %
40.9 %
6.0 %
Bosnia-Herzegovina
0.4
0.5
0.6
0.6
0.6
3.7 %
6.0 %
6.7 %
7.9 %
13.2 %
Slovenia
0.5
0.3
0.3
0.4
0.4
5.3 %
3.3 %
3.3 %
5.6 %
8.8 %
Greece
0.1
0.1
0.1
0.1
0.0
0.5 %
1.1 %
1.3 %
0.8 %
0.7 %
France
0.1
0.0
0.0
0.0
0.0
0.5 %
0.3 %
0.3 %
0.3 %
0.3 %
Italy
0.0
0.0
0.0
0.0
0.0
0.3 %
0.2 %
0.2 %
0.3 %
0.4 %
Others
6.7
5.5
4.8
3.1
3.2
71.2 %
60.6 %
52.6 %
44.1 %
70.6 %
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
75.6
75.0
68.1
62.4
65.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Montenegro
35.8
37.0
32.2
29.6
30.0
47.4 %
49.4 %
47.3 %
47.4 %
46.2 %
Bosnia-Herzegovina
13.2
13.0
12.6
13.5
13.8
17.5 %
17.3 %
18.5 %
21.7 %
21.2 %
Kosovo
14.8
13.8
13.8
10.8
11.0
19.5 %
18.4 %
20.2 %
17.3 %
16.9 %
Macedonia
6.3
6.0
5.4
4.1
4.2
8.3 %
8.0 %
7.9 %
6.6 %
6.5 %
Others
5.5
5.2
4.1
4.4
6.0
7.3 %
6.9 %
6.0 %
7.1 %
9.2 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
588.7
579.5
567.1
576.8
586.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Carbonated
379.8
367.1
340.0
331.4
336.2
64.5 %
63.4 %
60.0 %
57.5 %
57.3 %
- Mineral
373.3
361.1
331.5
325.9
330.3
63.4 %
62.3 %
58.5 %
56.5 %
56.3 %
- Spring
4.1
3.8
6.6
5.4
5.8
0.7 %
0.7 %
1.2 %
0.9 %
1.0 %
- Table
2.3
2.2
1.9
0.1
0.1
0.4 %
0.4 %
0.3 %
0.0 %
0.0 %
Total Low Carbonation
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
- Mineral
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
Total Still
203.6
206.3
221.0
240.9
245.6
34.6 %
35.6 %
39.0 %
41.8 %
41.9 %
- Mineral
170.5
181.0
200.2
221.4
227.1
29.0 %
31.2 %
35.3 %
38.4 %
38.7 %
- Spring
21.5
17.1
13.8
10.9
10.3
3.7 %
3.0 %
2.4 %
1.9 %
1.8 %
- Table
11.5
8.2
7.0
8.5
8.2
2.0 %
1.4 %
1.2 %
1.5 %
1.4 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
588.7
579.5
567.1
576.8
586.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Unflavoured
588.7
579.5
567.1
576.8
586.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Carbonated
379.8
367.1
340.0
331.4
336.2
64.5 %
63.4 %
60.0 %
57.5 %
57.3 %
- Still
203.6
206.3
221.0
240.9
245.6
34.6 %
35.6 %
39.0 %
41.8 %
41.9 %
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
- Low Carbonation
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Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
528.7
588.7
579.5
567.1
576.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
137.6
135.6
119.0
103.0
92.4
26.0 %
23.0 %
20.5 %
18.2 %
16.0 %
Rosa
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
Aqua Viva
22.5
35.2
44.3
46.8
50.0
4.3 %
6.0 %
7.6 %
8.2 %
8.7 %
Heba
40.4
40.2
38.6
35.8
34.8
7.6 %
6.8 %
6.7 %
6.3 %
6.0 %
Prolom
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
Aqua Bella
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
Karadorde
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
Voda
25.5
21.5
14.7
9.7
7.5
4.8 %
3.7 %
2.5 %
1.7 %
1.3 %
Jazak
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
Vmjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
Mivela
3.3
3.2
2.9
2.8
4.7
0.6 %
0.5 %
0.5 %
0.5 %
0.8 %
Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
Jana
1.7
2.6
2.7
2.8
0.3 %
0.4 %
0.5 %
0.5 %
Jamnica
0.3
0.4
0.5
0.5
0.0 %
0.1 %
0.1 %
0.1 %
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.3 %
0.0 %
3.0 %
5.4 %
4.3 %
Vrncji
Knjaz Milos
Bivoda
Skadarska Voda
2.1
Rada
0.1
Duboka
2.8
2.5
0.5 %
0.4 %
Voda Voda
0.3
0.0
0.0 %
0.0 %
10.5
14.5
2.0 %
2.5 %
Others
0.4 %
0.0 %
17.6
30.6
25.0
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
588.7
579.5
567.1
576.8
586.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Carbonated
379.8
367.1
340.0
331.4
336.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Mineral
373.3
361.1
331.5
325.9
330.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Minaqua
121.3
119.5
98.9
97.9
98.8
32.5 %
33.1 %
29.8 %
30.0 %
29.9 %
- Knjaz Milos
134.4
117.7
101.9
91.1
93.0
36.0 %
32.6 %
30.7 %
28.0 %
28.2 %
- Vrncji
52.6
56.1
61.1
66.4
67.3
14.1 %
15.5 %
18.4 %
20.4 %
20.4 %
- Heba
27.3
29.2
27.7
25.7
26.3
7.3 %
8.1 %
8.3 %
7.9 %
8.0 %
- Aqua Bella
15.8
16.2
15.4
16.1
16.4
4.2 %
4.5 %
4.6 %
4.9 %
5.0 %
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
- Bivoda
6.8
7.9
8.9
10.0
9.8
1.8 %
2.2 %
2.7 %
3.1 %
3.0 %
- Others
4.4
6.4
11.1
8.6
8.9
1.2 %
1.8 %
3.4 %
2.7 %
2.7 %
- Mivela
1.5
1.0
1.0
4.7
5.1
0.4 %
0.3 %
0.3 %
1.4 %
1.5 %
- Karadorde
4.2
4.1
3.7
3.1
2.2
1.1 %
1.1 %
1.1 %
1.0 %
0.7 %
- Jazak
2.4
2.2
1.2
1.2
1.3
0.6 %
0.6 %
0.4 %
0.4 %
0.4 %
- Rosa
0.9
0.3
0.2
0.5
0.6
0.2 %
0.1 %
0.1 %
0.2 %
0.2 %
- Jamnica
0.3
0.4
0.5
0.5
0.6
0.1 %
0.1 %
0.1 %
0.2 %
0.2 %
- Duboka
1.4
- Spring
0.4 %
4.1
3.8
6.6
5.4
5.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
4.1
3.8
6.6
5.4
5.8
99.3 %
100.0 %
100.0 %
100.0 %
100.0 %
- Voda Voda
0.0
- Table
0.7 %
2.3
2.2
1.9
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
2.3
2.2
1.9
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
5.4
6.1
6.0
4.5
4.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Mineral
5.4
6.1
6.0
4.5
4.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Vrncji
2.1
2.4
2.7
2.9
3.1
38.8 %
40.2 %
44.3 %
63.9 %
63.9 %
- Knjaz Milos
1.2
1.4
1.2
1.3
1.5
22.4 %
22.3 %
19.6 %
28.9 %
29.9 %
- Heba
0.4
0.4
0.3
0.3
0.3
7.4 %
6.0 %
5.8 %
7.3 %
6.2 %
- Mivela
1.7
1.9
1.8
0.0
0.0
31.4 %
31.5 %
30.3 %
0.0 %
0.0 %
Total Still
203.6
206.3
221.0
240.9
245.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Mineral
170.5
181.0
200.2
221.4
227.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Rosa
40.9
46.5
50.0
58.2
59.4
24.0 %
25.7 %
25.0 %
26.3 %
26.1 %
- Aqua Viva
35.2
44.3
46.8
50.0
50.7
20.7 %
24.5 %
23.4 %
22.6 %
22.3 %
- Vrncji
23.9
24.2
38.1
39.1
39.9
14.0 %
13.4 %
19.0 %
17.7 %
17.6 %
- Prolom
24.8
23.5
22.7
23.4
24.2
14.5 %
13.0 %
11.3 %
10.6 %
10.6 %
- Minaqua
10.5
8.9
8.4
15.1
15.7
6.1 %
4.9 %
4.2 %
6.8 %
6.9 %
- Others
6.0
5.0
8.7
7.5
7.9
3.5 %
2.8 %
4.3 %
3.4 %
3.5 %
- Karadorde
6.6
6.5
5.7
5.7
5.9
3.8 %
3.6 %
2.8 %
2.6 %
2.6 %
- Vmjacko Vrelo
6.2
6.1
4.7
5.2
5.5
3.7 %
3.4 %
2.3 %
2.3 %
2.4 %
- Jazak
4.7
4.7
3.0
4.2
4.5
2.8 %
2.6 %
1.5 %
1.9 %
2.0 %
- Vujic Voda
4.1
4.2
4.1
3.9
3.7
2.4 %
2.3 %
2.1 %
1.8 %
1.6 %
- Bivoda
1.5
1.3
2.1
3.6
3.9
0.9 %
0.7 %
1.1 %
1.6 %
1.7 %
- Jana
1.7
2.6
2.7
2.8
3.1
1.0 %
1.4 %
1.4 %
1.3 %
1.4 %
- Aqua Bella
2.3
2.5
2.4
2.5
2.7
1.3 %
1.4 %
1.2 %
1.1 %
1.2 %
- Heba
1.0
0.8
0.8
0.3
0.0
0.6 %
0.5 %
0.4 %
0.1 %
0.0 %
- Duboka
1.1
- Skadarska Voda
0.6 %
- Spring
21.5
17.1
13.8
10.9
10.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Voda
21.5
14.7
9.7
7.5
6.4
100.0 %
86.0 %
69.8 %
68.9 %
62.0 %
PDF Editor
Million Litres
2007
- Others
% Share
2008
2009
2010
2011F
2.4
4.2
3.4
3.9
2007
2008
2009
2010
2011F
14.0 %
30.2 %
31.1 %
38.0 %
- Table
11.5
8.2
7.0
8.5
8.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Heba
11.5
8.2
7.0
8.5
8.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
528.7
588.7
579.5
567.1
576.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Unflavoured
528.7
588.7
579.5
567.1
576.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
137.6
135.6
119.0
103.0
92.4
26.0 %
23.0 %
20.5 %
18.2 %
16.0 %
- Rosa
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
- Aqua Viva
22.5
35.2
44.3
46.8
50.0
4.3 %
6.0 %
7.6 %
8.2 %
8.7 %
- Heba
40.4
40.2
38.6
35.8
34.8
7.6 %
6.8 %
6.7 %
6.3 %
6.0 %
- Others
10.5
14.5
17.6
30.6
25.0
2.0 %
2.5 %
3.0 %
5.4 %
4.3 %
- Prolom
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
- Aqua Bella
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
- Karadorde
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
- Voda
25.5
21.5
14.7
9.7
7.5
4.8 %
3.7 %
2.5 %
1.7 %
1.3 %
- Jazak
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
- Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
- Mivela
3.3
3.2
2.9
2.8
4.7
0.6 %
0.5 %
0.5 %
0.5 %
0.8 %
- Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
- Jana
1.7
2.6
2.7
2.8
0.3 %
0.4 %
0.5 %
0.5 %
- Jamnica
0.3
0.4
0.5
0.5
0.0 %
0.1 %
0.1 %
0.1 %
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.3 %
0.0 %
- Vrncji
- Knjaz Milos
- Bivoda
- Skadarska Voda
2.1
0.4 %
- Rada
0.1
- Duboka
2.8
2.5
0.5 %
0.4 %
- Voda Voda
0.3
0.0
0.0 %
0.0 %
0.0 %
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2007
2008
2009
2010
Total
1.2
2.4
1.5
1.2
100.0 %
100.0 %
100.0 %
100.0 %
Jana
0.8
1.0
0.8
0.8
64.7 %
41.4 %
57.2 %
69.6 %
Aqua Viva
0.3
0.8
0.3
0.3
25.7 %
34.9 %
20.4 %
24.3 %
0.5
0.3
0.1
19.5 %
19.7 %
6.1 %
0.1
0.0
4.2 %
2.7 %
Rosa Emotion
Mila
0.1
9.6 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
528.7
590.0
582.3
569.0
578.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
528.7
588.7
579.5
567.1
576.8
100.0 %
99.8 %
99.5 %
99.7 %
99.7 %
- Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.3 %
22.1 %
18.9 %
19.5 %
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.2 %
17.9 %
18.7 %
137.6
135.6
119.0
103.0
92.4
26.0 %
23.0 %
20.4 %
18.1 %
16.0 %
- Rosa
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.0 %
8.8 %
10.2 %
- Aqua Viva
22.5
35.2
44.3
46.8
50.0
4.3 %
6.0 %
7.6 %
8.2 %
8.6 %
- Heba
40.4
40.2
38.6
35.8
34.8
7.6 %
6.8 %
6.6 %
6.3 %
6.0 %
- Others
10.5
14.5
17.6
30.6
25.0
2.0 %
2.5 %
3.0 %
5.4 %
4.3 %
- Prolom
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.0 %
4.0 %
4.0 %
- Aqua Bella
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.3 %
- Karadorde
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.6 %
1.5 %
- Voda
25.5
21.5
14.7
9.7
7.5
4.8 %
3.6 %
2.5 %
1.7 %
1.3 %
- Jazak
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
- Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
- Mivela
3.3
3.2
2.9
2.8
4.7
0.6 %
0.5 %
0.5 %
0.5 %
0.8 %
- Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
- Jana
1.7
2.6
2.7
2.8
0.3 %
0.4 %
0.5 %
0.5 %
- Jamnica
0.3
0.4
0.5
0.5
0.0 %
0.1 %
0.1 %
0.1 %
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.3 %
0.0 %
- Vrncji
- Knjaz Milos
- Bivoda
- Skadarska Voda
2.1
0.4 %
- Rada
0.1
- Duboka
2.8
2.5
0.5 %
0.4 %
- Voda Voda
0.3
0.0
0.0 %
0.0 %
0.0 %
Functional Water
0.4
0.4
0.3
0.1 %
0.1 %
0.1 %
- Aqua Viva Slim
0.4
0.4
0.3
0.1 %
0.1 %
0.1 %
PDF Editor
Million Litres
2006
% Share
2007
2008
2009
2010
Flavoured Water
1.2
2.4
1.5
- Jana
0.8
1.0
- Aqua Viva
0.3
- Rosa Emotion
- Mila
0.1
2006
2007
2008
2009
2010
1.2
0.2 %
0.4 %
0.3 %
0.2 %
0.8
0.8
0.1 %
0.2 %
0.1 %
0.1 %
0.8
0.3
0.3
0.1 %
0.1 %
0.1 %
0.0 %
0.5
0.3
0.1
0.1 %
0.1 %
0.0 %
0.1
0.0
0.0 %
0.0 %
0.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
528.7
588.7
579.5
567.1
576.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Agrokor
2.0
3.0
6.0
8.0
0.3 %
0.5 %
1.1 %
1.4 %
- Jamnica
0.3
0.4
0.5
0.5
0.0 %
0.1 %
0.1 %
0.1 %
- Jana
1.7
2.6
2.7
2.8
0.3 %
0.4 %
0.5 %
0.5 %
2.8
4.7
0.5 %
0.8 %
Total
- Mivela
25.8
21.6
14.7
9.7
7.5
4.9 %
3.7 %
2.5 %
1.7 %
1.3 %
- Voda
25.5
21.5
14.7
9.7
7.5
4.8 %
3.7 %
2.5 %
1.7 %
1.3 %
- Voda Voda
0.3
0.0
0.0 %
0.0 %
Bambi
2.8
2.5
0.5 %
0.4 %
- Duboka
2.8
2.5
0.5 %
0.4 %
Bip Belgrade
2.1
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.4 %
0.3 %
0.0 %
- Skadarska Voda
2.1
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.4 %
0.3 %
0.0 %
Bivoda
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
- Bivoda
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
Coca-Cola
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
- Rosa
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
Droga Kolinska
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
- Karadorde
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
Heba
40.4
40.2
38.6
7.6 %
6.8 %
6.7 %
- Heba
40.4
40.2
38.6
7.6 %
6.8 %
6.7 %
Knjaz Milos
160.1
170.9
163.3
149.8
142.4
30.3 %
29.0 %
28.2 %
26.4 %
24.7 %
- Aqua Viva
22.5
35.2
44.3
46.8
50.0
4.3 %
6.0 %
7.6 %
8.2 %
8.7 %
- Knjaz Milos
137.6
135.6
119.0
103.0
92.4
26.0 %
23.0 %
20.5 %
18.2 %
16.0 %
Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
- Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
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Million Litres
2006
2007
2008
Mivela
3.3
3.2
- Mivela
3.3
Naftagaz
- Jazak
% Share
2009
2010
2006
2007
2008
2009
2010
2.9
0.6 %
0.5 %
0.5 %
3.2
2.9
0.6 %
0.5 %
0.5 %
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
Nectar
35.8
34.8
6.3 %
6.0 %
- Heba
35.8
34.8
6.3 %
6.0 %
Others
10.5
14.5
17.6
30.6
25.0
2.0 %
2.5 %
3.0 %
5.4 %
4.3 %
- Others
10.5
14.5
17.6
30.6
25.0
2.0 %
2.5 %
3.0 %
5.4 %
4.3 %
Planinka
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
- Prolom
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
Rada, Montenegro
0.1
0.0 %
- Rada
0.1
0.0 %
Rodic
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
- Aqua Bella
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
Voda Vrnjci
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
- Vrncji
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
- Vmjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
- Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
528.7
588.7
579.5
567.1
576.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Bambi
2.8
2.5
0.5 %
0.4 %
- Duboka
2.8
2.5
0.5 %
0.4 %
Bip Belgrade
2.1
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.4 %
0.3 %
0.0 %
- Skadarska Voda
2.1
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.4 %
0.3 %
0.0 %
Bivoda
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
- Bivoda
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
Heba
40.4
40.2
38.6
35.8
34.8
7.6 %
6.8 %
6.7 %
6.3 %
6.0 %
- Heba
40.4
40.2
38.6
35.8
34.8
7.6 %
6.8 %
6.7 %
6.3 %
6.0 %
Total
PDF Editor
Million Litres
2006
% Share
2007
2008
2009
2010
Jamnica
2.0
3.0
3.2
- Jamnica
0.3
0.4
- Jana
1.7
2006
2007
2008
2009
2010
3.3
0.3 %
0.5 %
0.6 %
0.6 %
0.5
0.5
0.0 %
0.1 %
0.1 %
0.1 %
2.6
2.7
2.8
0.3 %
0.4 %
0.5 %
0.5 %
Knjaz Milos
160.1
170.9
163.3
149.8
142.4
30.3 %
29.0 %
28.2 %
26.4 %
24.7 %
- Aqua Viva
22.5
35.2
44.3
46.8
50.0
4.3 %
6.0 %
7.6 %
8.2 %
8.7 %
- Knjaz Milos
137.6
135.6
119.0
103.0
92.4
26.0 %
23.0 %
20.5 %
18.2 %
16.0 %
Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
- Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
Mivela
3.3
3.2
2.9
2.8
4.7
0.6 %
0.5 %
0.5 %
0.5 %
0.8 %
- Mivela
3.3
3.2
2.9
2.8
4.7
0.6 %
0.5 %
0.5 %
0.5 %
0.8 %
Naftagaz
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
- Jazak
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
Others
10.5
14.5
17.6
30.6
25.0
2.0 %
2.5 %
3.0 %
5.4 %
4.3 %
- Others
10.5
14.5
17.6
30.6
25.0
2.0 %
2.5 %
3.0 %
5.4 %
4.3 %
Palanacki Kiseljack
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
- Karadorde
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
Planinka
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
- Prolom
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
Rada, Montenegro
0.1
0.0 %
- Rada
0.1
0.0 %
Rodic
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
- Aqua Bella
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
Vlasinka
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
- Rosa
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
Voda Voda
25.8
21.6
14.7
9.7
7.5
4.9 %
3.7 %
2.5 %
1.7 %
1.3 %
- Voda
25.5
21.5
14.7
9.7
7.5
4.8 %
3.7 %
2.5 %
1.7 %
1.3 %
- Voda Voda
0.3
0.0
0.0 %
0.0 %
Voda Vrnjci
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
- Vrncji
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
- Vmjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
- Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
528.7
588.7
579.5
567.1
576.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
160.1
170.9
163.3
149.8
142.4
30.3 %
29.0 %
28.2 %
26.4 %
24.7 %
Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
Voda Vrnjci
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
Coca-Cola
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
35.8
34.8
6.3 %
6.0 %
Nectar
Planinka
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
Rodic
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
Bivoda
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
2.0
3.0
6.0
8.0
0.3 %
0.5 %
1.1 %
1.4 %
25.8
21.6
14.7
9.7
7.5
4.9 %
3.7 %
2.5 %
1.7 %
1.3 %
Naftagaz
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
Bip Belgrade
2.1
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.4 %
0.3 %
0.0 %
Heba
40.4
40.2
38.6
7.6 %
6.8 %
6.7 %
Mivela
3.3
3.2
2.9
0.6 %
0.5 %
0.5 %
Rada, Montenegro
0.1
Bambi
2.8
2.5
Others
10.5
14.5
5.4 %
4.3 %
Droga Kolinska
Agrokor
0.0 %
17.6
30.6
25.0
0.5 %
0.4 %
2.0 %
2.5 %
3.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
528.7
588.7
579.5
567.1
576.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
160.1
170.9
163.3
149.8
142.4
30.3 %
29.0 %
28.2 %
26.4 %
24.7 %
Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
Voda Vrnjci
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
Vlasinka
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
Heba
40.4
40.2
38.6
35.8
34.8
7.6 %
6.8 %
6.7 %
6.3 %
6.0 %
Planinka
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
18
PDF Editor
Section 3A Packaged Water Category Profile

Soft Drinks Service/May-11
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Rodic
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
Bivoda
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
Palanacki Kiseljack
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
Voda Voda
25.8
21.6
14.7
9.7
7.5
4.9 %
3.7 %
2.5 %
1.7 %
1.3 %
Naftagaz
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
Mivela
3.3
3.2
2.9
2.8
4.7
0.6 %
0.5 %
0.5 %
0.5 %
0.8 %
Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
2.0
3.0
3.2
3.3
0.3 %
0.5 %
0.6 %
0.6 %
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.3 %
0.0 %
3.0 %
5.4 %
4.3 %
Jamnica
Bip Belgrade
2.1
Rada, Montenegro
0.1
Bambi
2.8
2.5
Others
10.5
14.5
0.4 %
0.0 %
17.6
30.6
25.0
0.5 %
0.4 %
2.0 %
2.5 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
588.7
579.5
567.1
576.8
586.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Carbonated
379.8
367.1
340.0
331.4
336.2
64.5 %
63.4 %
60.0 %
57.5 %
57.3 %
- Non-Refillable
344.5
335.7
310.9
302.9
309.3
58.5 %
57.9 %
54.8 %
52.5 %
52.7 %
35.3
31.4
29.1
28.5
26.8
6.0 %
5.4 %
5.1 %
4.9 %
4.6 %
Low Carbonation
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
- Non-Refillable
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
Still
203.6
206.3
221.1
240.9
245.6
34.6 %
35.6 %
39.0 %
41.8 %
41.9 %
- Non-Refillable
201.6
205.0
219.8
239.6
244.1
34.2 %
35.4 %
38.8 %
41.5 %
41.6 %
2.0
1.3
1.2
1.3
1.5
0.3 %
0.2 %
0.2 %
0.2 %
0.3 %
- Refillable
- Refillable
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
588.7
579.5
567.1
576.8
586.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Non-Refillable
551.5
546.7
536.8
546.9
558.3
93.7 %
94.4 %
94.7 %
94.8 %
95.2 %
- Carbonated
344.5
335.7
310.9
302.9
309.3
58.5 %
57.9 %
54.8 %
52.5 %
52.7 %
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
201.6
205.0
219.8
239.6
244.1
34.2 %
35.4 %
38.8 %
41.5 %
41.6 %
Refillable
37.3
32.7
30.3
29.9
28.4
6.3 %
5.6 %
5.3 %
5.2 %
4.8 %
- Carbonated
35.3
31.4
29.1
28.5
26.8
6.0 %
5.4 %
5.1 %
4.9 %
4.6 %
2.0
1.3
1.2
1.3
1.5
0.3 %
0.2 %
0.2 %
0.2 %
0.3 %
- Low Carbonation
- Still
- Still
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
588.7
579.5
567.1
576.8
586.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Carbonated
379.8
367.1
340.0
331.4
336.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
41.8
35.4
32.6
31.9
30.4
7.1 %
6.1 %
5.7 %
5.5 %
5.2 %
41.8
35.4
32.6
31.9
30.4
7.1 %
6.1 %
5.7 %
5.5 %
5.2 %
- 25cl
6.5
4.0
3.5
3.4
3.6
1.1 %
0.7 %
0.6 %
0.6 %
0.6 %
- 33cl
10.5
9.0
8.3
7.8
8.4
1.8 %
1.6 %
1.5 %
1.3 %
1.4 %
- 100cl
24.8
22.4
20.8
20.8
18.4
4.2 %
3.9 %
3.7 %
3.6 %
3.1 %
338.0
331.7
307.4
299.5
305.8
57.4 %
57.2 %
54.2 %
51.9 %
52.1 %
338.0
331.7
307.4
299.5
305.8
57.4 %
57.2 %
54.2 %
51.9 %
52.1 %
- Glass
- Bottle
- PET
- Bottle
- 33cl
3.0
1.0
0.7
0.7
0.7
0.5 %
0.2 %
0.1 %
0.1 %
0.1 %
- 50cl
20.5
21.0
19.5
17.1
18.6
3.5 %
3.6 %
3.4 %
3.0 %
3.2 %
- 70cl
3.0
2.0
1.6
1.5
1.4
0.5 %
0.3 %
0.3 %
0.3 %
0.2 %
- 150cl
190.2
188.2
174.6
171.7
174.2
32.3 %
32.5 %
30.8 %
29.8 %
29.7 %
- 200cl
117.0
119.5
111.1
108.5
111.0
19.9 %
20.6 %
19.6 %
18.8 %
18.9 %
- 500cl
4.3
0.7 %
5.4
6.1
6.0
4.5
4.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- PET
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
- Bottle
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
- 150cl
4.1
4.7
4.7
3.6
4.2
0.7 %
0.8 %
0.8 %
0.6 %
0.7 %
- 200cl
0.3
0.3
0.3
0.2
0.4
0.1 %
0.1 %
0.0 %
0.0 %
0.1 %
- 500cl
1.0
1.1
1.1
0.8
0.3
0.2 %
0.2 %
0.2 %
0.1 %
0.0 %
203.6
206.3
221.1
240.9
245.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
10.1
8.3
7.6
7.4
7.8
1.7 %
1.4 %
1.3 %
1.3 %
1.3 %
- Bottle
10.1
8.3
7.6
7.4
7.8
1.7 %
1.4 %
1.3 %
1.3 %
1.3 %
- 25cl
6.4
5.5
5.0
4.8
4.9
1.1 %
0.9 %
0.9 %
0.8 %
0.8 %
- 33cl
1.7
1.5
1.4
1.3
1.4
0.3 %
0.3 %
0.3 %
0.2 %
0.2 %
- 100cl
2.0
1.3
1.2
1.3
1.5
0.3 %
0.2 %
0.2 %
0.2 %
0.3 %
193.5
198.0
213.5
233.5
237.8
32.9 %
34.2 %
37.6 %
40.5 %
40.5 %
193.5
198.0
213.5
233.5
237.8
32.9 %
34.2 %
37.6 %
40.5 %
40.5 %
- Glass
- PET
- Bottle
- 33cl
1.0
0.5
0.4
0.3
0.0
0.2 %
0.1 %
0.1 %
0.1 %
0.0 %
- 50cl
26.0
26.5
27.4
25.4
26.3
4.4 %
4.6 %
4.8 %
4.4 %
4.5 %
- 70cl
0.0
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
0.0
1.3
0.7
0.1
0.0 %
0.2 %
0.1 %
0.0 %
- 75cl
- 100cl
0.5
0.4
0.4
0.4
0.5
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
- 150cl
94.1
94.0
102.8
111.7
113.0
16.0 %
16.2 %
18.1 %
19.4 %
19.3 %
- 200cl
11.7
11.5
11.2
12.8
13.2
2.0 %
2.0 %
2.0 %
2.2 %
2.2 %
- 500cl
45.5
46.0
49.7
60.0
62.7
7.7 %
7.9 %
8.8 %
10.4 %
10.7 %
- 575cl
2.2
2.5
2.6
2.9
2.4
0.4 %
0.4 %
0.5 %
0.5 %
0.4 %
- 600cl
12.5
16.4
17.5
19.1
19.5
2.1 %
2.8 %
3.1 %
3.3 %
3.3 %
0.2
0.2
0.1
0.1
0.0 %
0.0 %
0.0 %
0.0 %
- 800cl
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
588.7
579.5
567.1
576.8
586.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
551.5
546.7
536.8
546.9
558.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
14.6
11.0
9.9
9.4
9.9
2.5 %
1.9 %
1.7 %
1.6 %
1.7 %
- Bottle
14.6
11.0
9.9
9.4
9.9
2.5 %
1.9 %
1.7 %
1.6 %
1.7 %
- 25cl
12.9
9.5
8.5
8.1
8.5
2.2 %
1.6 %
1.5 %
1.4 %
1.4 %
- 33cl
1.7
1.5
1.4
1.3
1.4
0.3 %
0.3 %
0.3 %
0.2 %
0.2 %
536.9
535.7
526.9
537.5
548.4
91.2 %
92.5 %
92.9 %
93.2 %
93.5 %
536.9
535.7
526.9
537.5
548.4
91.2 %
92.5 %
92.9 %
93.2 %
93.5 %
- 33cl
4.0
1.5
1.2
1.0
0.7
0.7 %
0.3 %
0.2 %
0.2 %
0.1 %
- 50cl
46.5
47.5
46.9
42.5
44.9
7.9 %
8.2 %
8.3 %
7.4 %
7.6 %
- 70cl
3.0
2.0
1.6
1.5
1.4
0.5 %
0.4 %
0.3 %
0.3 %
0.2 %
- Glass
- PET
- Bottle
- 75cl
0.0
1.3
0.7
0.1
0.0 %
0.2 %
0.1 %
0.0 %
- 100cl
0.5
0.4
0.4
0.4
0.5
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
- 150cl
288.3
286.9
282.0
287.0
291.4
49.0 %
49.5 %
49.7 %
49.8 %
49.7 %
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
- 200cl
129.0
131.3
122.6
121.6
124.5
21.9 %
22.7 %
21.6 %
21.1 %
21.2 %
- 500cl
50.8
47.1
50.7
60.8
63.0
8.6 %
8.1 %
8.9 %
10.5 %
10.7 %
- 575cl
2.2
2.5
2.6
2.9
2.4
0.4 %
0.4 %
0.5 %
0.5 %
0.4 %
- 600cl
12.5
16.4
17.5
19.1
19.5
2.1 %
2.8 %
3.1 %
3.3 %
3.3 %
0.2
0.2
0.1
0.1
0.0 %
0.0 %
0.0 %
0.0 %
- 800cl
Total Refillable
37.3
32.7
30.3
29.9
28.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Glass
37.3
32.7
30.3
29.9
28.4
6.3 %
5.6 %
5.3 %
5.2 %
4.8 %
- Bottle
37.3
32.7
30.3
29.9
28.4
6.3 %
5.6 %
5.3 %
5.2 %
4.8 %
- 33cl
10.5
9.0
8.3
7.8
8.4
1.8 %
1.6 %
1.5 %
1.3 %
1.4 %
- 100cl
26.8
23.7
22.0
22.1
19.9
4.5 %
4.1 %
3.9 %
3.8 %
3.4 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
588.7
579.5
567.1
576.8
586.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Carbonated
379.8
367.1
340.0
331.4
336.1
64.5 %
63.4 %
60.0 %
57.5 %
57.3 %
- Off-Premise
328.3
316.1
297.4
293.4
296.0
55.8 %
54.6 %
52.4 %
50.9 %
50.5 %
- On-Premise
51.5
51.0
42.6
38.0
40.1
8.7 %
8.8 %
7.5 %
6.6 %
6.8 %
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
- Off-Premise
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
Total Still
203.6
206.3
221.1
240.8
245.6
34.6 %
35.6 %
39.0 %
41.8 %
41.9 %
- Off-Premise
172.6
174.3
191.6
215.9
219.0
29.3 %
30.1 %
33.8 %
37.4 %
37.3 %
- On-Premise
31.0
32.0
29.5
25.0
26.6
5.3 %
5.5 %
5.2 %
4.3 %
4.5 %
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
588.7
579.5
567.1
576.8
586.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Off-Premise
506.2
496.5
495.0
513.8
519.9
86.0 %
85.7 %
87.3 %
89.1 %
88.6 %
- Carbonated
328.3
316.1
297.4
293.4
296.0
55.8 %
54.6 %
52.4 %
50.9 %
50.5 %
5.4
6.1
6.0
4.5
4.9
0.9 %
1.1 %
1.1 %
0.8 %
0.8 %
172.6
174.3
191.6
215.9
219.0
29.3 %
30.1 %
33.8 %
37.4 %
37.3 %
Total On-Premise
82.5
83.0
72.1
63.0
66.7
14.0 %
14.3 %
12.7 %
10.9 %
11.4 %
- Carbonated
51.5
51.0
42.6
38.0
40.1
8.7 %
8.8 %
7.5 %
6.6 %
6.8 %
- Still
31.0
32.0
29.5
25.0
26.6
5.3 %
5.5 %
5.2 %
4.3 %
4.5 %
- Low Carbonation
- Still
PDF Editor
PDF Editor
Chart - Bulk/HOD Water Leading Trademark Owners & Private Label, 2010 .................................................... 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Bulk/HOD Water Trademarks 2008-2010 ............................................................................................. 3
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 4
New Products 2010 ............................................................................................................................................. 4
Bulk/HOD Water Trademark Owners and Local Operators ................................................................................ 4
Bulk/HOD Water Selected Off-Premise Prices, 2009-2011 ................................................................................ 5
Bulk/HOD Water Selected On-Premise Prices, 2009-2011 ................................................................................ 5
Packaged Water vs Bulk/HOD Water Consumption, .......................................................................................... 5
Bulk/HOD Water Production/Trade/Consumption, 2001-2011F ......................................................................... 6
Bulk/HOD Water Consumption by Segment, 2007-2011F ................................................................................. 6
Bulk/HOD Water All Trademarks, 2006-2010 ..................................................................................................... 6
Bulk/HOD Water Brands by Segment, 2007-2011F ........................................................................................... 6
Bulk/HOD Water All Trademark Owners, 2006-2010 ......................................................................................... 7
Bulk/HOD Water All Local Operators, 2006-2010 ............................................................................................... 8
Bulk/HOD Water Leading Trademark Owners, 2006-2010 ................................................................................ 8
Bulk/HOD Water Leading Local Operators, 2006-2010 ...................................................................................... 9
Bulk/HOD Water Consumption by Pack Mix: Segment/Refillability, 2007-2011F .............................................. 9
Bulk/HOD Water Consumption by Pack Mix: Refillability/Segment, 2007-2011F .............................................. 9
Bulk/HOD Water Consumption by Pack Mix: Segment/Pack/Size, 2007-2011F .............................................. 10
Bulk/HOD Water Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F ........................................... 10
Bulk/HOD Water Distribution: On vs Off Premise, 2007-2011F ....................................................................... 10
PDF Editor
Market Size
Million Litres
Litres Per
Capita
33.8
4.6
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
26.6 %
20.7 %
22.5 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
535.86
15.85
7.45
0.22
Consumption 2010
Growth
Market Value
Segmentation 2010
Still
% Share
100.0 %
Distribution 2010
On-Premise
Off-Premise
93.7 %
6.3 %
Polycarbonate
PET
96.3 %
3.7 %
% Share
Packaging 2010
% Share
PDF Editor

One of the brightest soft drink categories, measured in growth rates, was certainly bulk/HOD water. The
bulk/HOD water concept started purely as a business to business proposition. Impressive growth of 23%
made this market very promising. There were several reasons behind this including cost cutting strategies by
institutions like banks, offices and small businesses which helped to drive this category forward.
In 2010, producers began to target personal consumption and won many consumers over because of the
comparatively low price per litre. Home delivery flourished as a result.
Flexible selling conditions and the type of water cooler (regarding energy savings and hot water availability)
remained very important attributes.
Outlook
It is anticipated that 2011 will show similar growth rates to 2010, but finding new distribution channels in order
to achieve the same growth is an important challenge that will arise in the future.
Segmentation
Bulk/HOD water was exclusively still water. Aqua Una (Knjaz Milos) and Vrnjacko Vrelo sold mineral water
with great success.
Spring water had a 45% share and table water, being offered by Zdrava Vo2da, held a small but increasing
share.
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
Aqua Una
Knjaz Milos
8.1
12.9
16.3
La Fantana
La Fantana
12.5
11.0
14.1
Odmenjska
Ekofarm
2.6
1.1
1.2
Eko
Nectar
1.7
1.1
Heba
2.0
Vmjacko Vrelo
Vrnjacko Vrelo
0.4
0.6
0.7
Zdrava Vo2da
Zdrava Voda
0.9
0.2
0.3
The category was dominated by two brands, Aqua Una (Knjaz Milos), with 48% and La Fantana, with 42% of
the market.
The main reason behind Aqua Unas accelerated growth in the last few years was the almost complete
dominance to deliver water coolers to households. While other brands like La Fantana, did deliver coolers
they did so with strict conditions in place. Aqua Una was the first brand to agree to deliver coolers with loose
conditions attached to the delivery. This also converted some of the packaged water consumers onto their
brand.
PDF Editor
La Fantana, with strong a distribution network, also achieved double digit growth. La Fantana had a very
good distribution line and benefited from its stringent conditions of supply contracts.

Not available.
Marketing
The majority of marketing was business to business, which reflected the lack of available capital
Pricing/Valuation
Prices increased 6% on average.
Aqua Unas selling policy (loose conditions for home delivered water cooler) may jeopardise its liquidity in
2011. So far its created an extensive customer list and volumes for this company.
As logistical costs directly affect the price, the increased cost of petrol impacted on the overall price of the
category. As rural area delivery costs are higher, price lists are set to follow it.
Packaging
The lions share of the market was with 1,890cl ref polycarbonate bubble top, with over 96% of the market.
Distribution
Households 15% market share in 2009 almost doubled in 2010, while distribution to offices grew 25%.
Logistical power of the two leading producers remained a very important advantage. With extensive
distribution networks already in place and the high cost of entry it was very difficult for any new producers to
gain an advantage.
New Products 2010

No new products in 2010.
Trademark
Ultimate Owner
Local Operator
Aqua Una
Knjaz Milos
Knjaz Milos
Eko
Nectar
Heba
La Fantana
La Fantana
La Fantana
Odmenjska
Ekofarm
Others
Odmenjska
Ekofarm
Strategic Trade and Distribution
Vmjacko Vrelo
Vrnjacko Vrelo
Vrnjacko Vrelo
Zdrava Vo2da
Zdrava Voda
Zdrava Voda
SOURCE: Canadean
PDF Editor
BRAND

2009
2010
2011
1500
VRNJACKO VRELO
208.05
220.89
226.79
13.87
14.73
15.12
1890
LA FANTANA
378.00
378.00
389.00
20.00
20.00
20.58
1890
ZDRAVA VO2DA
420.00
395.00
405.00
22.22
20.90
21.43
2000
EKO VODA
205.62
210.00
10.28
10.50
PACK TYPE/SIZE
(CL)

2009
2010
2011
POLYCARBONATE
SOURCE : Canadean
PACK TYPE/SIZE
(CL)
BRAND

2009
2010
2011

2009
2010
2011
370.00
385.00
19.58
20.37
POLYCARBONATE
1890
AQUA UNA
1890
LA FANTANA
378.00
378.00
393.00
20.00
20.00
20.79
1890
ZDRAVA VO2DA
420.00
395.00
410.00
22.22
20.90
21.69
SOURCE : Canadean
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
607.9
606.1
594.7
610.6
628.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Bulk/HOD Water
19.2
26.7
27.6
33.8
41.6
3.2 %
4.4 %
4.6 %
5.5 %
6.6 %
Packaged Water
588.7
579.5
567.1
576.8
586.6
96.8 %
95.6 %
95.4 %
94.5 %
93.4 %
Total
PDF Editor
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
Production
0.9
2.4
3.1
7.0
10.4
15.1
19.2
26.7
27.6
33.8
41.6
Consumption
0.9
2.4
3.1
7.0
10.4
15.1
19.2
26.7
27.6
33.8
41.6
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Mineral
4.7
10.6
15.2
18.2
22.8
24.4 %
39.8 %
55.2 %
53.8 %
54.7 %
- Spring
13.6
15.1
12.1
15.3
18.3
70.8 %
56.7 %
43.9 %
45.3 %
43.9 %
- Table
0.9
0.9
0.2
0.3
0.6
4.7 %
3.5 %
0.9 %
1.0 %
1.4 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
15.1
19.2
26.7
27.6
33.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Aqua Una
0.5
2.5
8.1
12.9
16.3
3.2 %
13.2 %
30.5 %
46.7 %
48.2 %
La Fantana
4.0
10.8
12.5
11.0
14.1
26.5 %
56.1 %
46.9 %
39.9 %
41.7 %
Odmenjska
4.3
2.5
2.6
1.1
1.2
28.2 %
13.2 %
9.8 %
4.0 %
3.6 %
Eko
1.7
2.0
2.0
1.7
1.1
10.9 %
10.2 %
7.4 %
6.0 %
3.3 %
0.0
0.4
0.6
0.7
0.2 %
1.5 %
2.3 %
2.1 %
0.2
0.3
5.5 %
4.7 %
3.5 %
0.9 %
1.0 %
22.3 %
1.6 %
0.0 %
3.4 %
0.9 %
0.5 %
0.3 %
0.2 %
Total
Vmjacko Vrelo
Zdrava Vo2da
0.8
0.9
0.9
Voda Voda
3.4
0.3
0.0
Others
0.5
0.2
0.1
0.1
0.1
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Bulk/HOD Water
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Mineral
4.7
10.6
15.2
18.2
22.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Aqua Una
2.5
8.1
12.9
16.3
19.9
53.8 %
76.5 %
84.5 %
89.7 %
87.5 %
- Eko
2.0
2.0
1.7
1.1
1.9
41.9 %
18.7 %
10.8 %
6.1 %
8.4 %
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Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
- Vmjacko Vrelo
0.0
0.4
0.6
0.7
0.9
0.6 %
3.7 %
4.1 %
3.9 %
4.0 %
- Others
0.2
0.1
0.1
0.1
0.1
3.6 %
1.2 %
0.5 %
0.3 %
0.2 %
13.6
15.1
12.1
15.3
18.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- La Fantana
10.8
12.5
11.0
14.1
16.9
79.2 %
82.7 %
90.9 %
92.2 %
92.6 %
- Odmenjska
2.5
2.6
1.1
1.2
1.4
18.6 %
17.2 %
9.1 %
7.8 %
7.4 %
- Voda Voda
0.3
0.0
2.2 %
0.0 %
0.9
0.9
0.2
0.3
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.9
0.9
0.2
0.3
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Spring
- Table
- Zdrava Vo2da
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
15.1
19.2
26.7
27.6
33.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
3.4
0.3
0.0
22.3 %
1.6 %
0.0 %
- Voda Voda
3.4
0.3
0.0
22.3 %
1.6 %
0.0 %
Ekofarm
4.3
2.5
2.6
1.1
1.2
28.2 %
13.2 %
9.8 %
4.0 %
3.6 %
- Odmenjska
4.3
2.5
2.6
1.1
1.2
28.2 %
13.2 %
9.8 %
4.0 %
3.6 %
Heba
1.7
2.0
2.0
10.9 %
10.2 %
7.4 %
- Eko
1.7
2.0
2.0
10.9 %
10.2 %
7.4 %
Knjaz Milos
0.5
2.5
8.1
12.9
16.3
3.2 %
13.2 %
30.5 %
46.7 %
48.2 %
- Aqua Una
0.5
2.5
8.1
12.9
16.3
3.2 %
13.2 %
30.5 %
46.7 %
48.2 %
La Fantana
4.0
10.8
12.5
11.0
14.1
26.5 %
56.1 %
46.9 %
39.9 %
41.7 %
- La Fantana
4.0
10.8
12.5
11.0
14.1
26.5 %
56.1 %
46.9 %
39.9 %
41.7 %
Nectar
1.7
1.1
6.0 %
3.3 %
- Eko
1.7
1.1
6.0 %
3.3 %
Total
Others
0.5
0.2
0.1
0.1
0.1
3.4 %
0.9 %
0.5 %
0.3 %
0.2 %
- Others
0.5
0.2
0.1
0.1
0.1
3.4 %
0.9 %
0.5 %
0.3 %
0.2 %
Vrnjacko Vrelo
0.0
0.4
0.6
0.7
0.2 %
1.5 %
2.3 %
2.1 %
- Vmjacko Vrelo
0.0
0.4
0.6
0.7
0.2 %
1.5 %
2.3 %
2.1 %
Zdrava Voda
0.8
0.9
0.9
0.2
0.3
5.5 %
4.7 %
3.5 %
0.9 %
1.0 %
- Zdrava Vo2da
0.8
0.9
0.9
0.2
0.3
5.5 %
4.7 %
3.5 %
0.9 %
1.0 %
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Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
15.1
19.2
26.7
27.6
33.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Heba
1.7
2.0
2.0
1.7
1.1
10.9 %
10.2 %
7.4 %
6.0 %
3.3 %
- Eko
1.7
2.0
2.0
1.7
1.1
10.9 %
10.2 %
7.4 %
6.0 %
3.3 %
Knjaz Milos
0.5
2.5
8.1
12.9
16.3
3.2 %
13.2 %
30.5 %
46.7 %
48.2 %
- Aqua Una
0.5
2.5
8.1
12.9
16.3
3.2 %
13.2 %
30.5 %
46.7 %
48.2 %
La Fantana
4.0
10.8
12.5
11.0
14.1
26.5 %
56.1 %
46.9 %
39.9 %
41.7 %
- La Fantana
4.0
10.8
12.5
11.0
14.1
26.5 %
56.1 %
46.9 %
39.9 %
41.7 %
Others
3.1
1.7
1.7
0.7
0.8
20.3 %
8.8 %
6.3 %
2.7 %
2.3 %
- Odmenjska
2.6
1.5
1.6
0.7
0.7
16.9 %
7.9 %
5.9 %
2.4 %
2.1 %
- Others
0.5
0.2
0.1
0.1
0.1
3.4 %
0.9 %
0.5 %
0.3 %
0.2 %
Strategic Trade and

Distribution
1.7
1.0
1.0
0.4
0.5
11.3 %
5.3 %
3.9 %
1.6 %
1.4 %
- Odmenjska
1.7
1.0
1.0
0.4
0.5
11.3 %
5.3 %
3.9 %
1.6 %
1.4 %
Voda Voda
3.4
0.3
0.0
22.3 %
1.6 %
0.0 %
- Voda Voda
3.4
0.3
0.0
22.3 %
1.6 %
0.0 %
Vrnjacko Vrelo
0.0
0.4
0.6
0.7
0.2 %
1.5 %
2.3 %
2.1 %
- Vmjacko Vrelo
0.0
0.4
0.6
0.7
0.2 %
1.5 %
2.3 %
2.1 %
Zdrava Voda
0.8
0.9
0.9
0.2
0.3
5.5 %
4.7 %
3.5 %
0.9 %
1.0 %
- Zdrava Vo2da
0.8
0.9
0.9
0.2
0.3
5.5 %
4.7 %
3.5 %
0.9 %
1.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
15.1
19.2
26.7
27.6
33.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
0.5
2.5
8.1
12.9
16.3
3.2 %
13.2 %
30.5 %
46.7 %
48.2 %
La Fantana
4.0
10.8
12.5
11.0
14.1
26.5 %
56.1 %
46.9 %
39.9 %
41.7 %
Ekofarm
4.3
2.5
2.6
1.1
1.2
28.2 %
13.2 %
9.8 %
4.0 %
3.6 %
1.7
1.1
6.0 %
3.3 %
Total
Nectar
Vrnjacko Vrelo
0.0
0.4
0.6
0.7
0.2
0.3
0.2 %
1.5 %
2.3 %
2.1 %
5.5 %
4.7 %
3.5 %
0.9 %
1.0 %
0.3 %
0.2 %
Zdrava Voda
0.8
0.9
0.9
Heba
1.7
2.0
2.0
10.9 %
10.2 %
7.4 %
3.4
0.3
0.0
22.3 %
1.6 %
0.0 %
Others
0.5
0.2
0.1
3.4 %
0.9 %
0.5 %
0.1
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0.1
Million Litres
2006
2007
2008
% Share
2009
2010
2006
2007
2008
2009
2010
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
15.1
19.2
26.7
27.6
33.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
0.5
2.5
8.1
12.9
16.3
3.2 %
13.2 %
30.5 %
46.7 %
48.2 %
La Fantana
4.0
10.8
12.5
11.0
14.1
26.5 %
56.1 %
46.9 %
39.9 %
41.7 %
Heba
1.7
2.0
2.0
1.7
1.1
10.9 %
10.2 %
7.4 %
6.0 %
3.3 %
0.0
0.4
0.6
0.7
0.2 %
1.5 %
2.3 %
2.1 %
Total
Vrnjacko Vrelo
Strategic Trade and
Distribution
1.7
1.0
1.0
0.4
0.5
11.3 %
5.3 %
3.9 %
1.6 %
1.4 %
Zdrava Voda
0.8
0.9
0.9
0.2
0.3
5.5 %
4.7 %
3.5 %
0.9 %
1.0 %
Voda Voda
3.4
0.3
0.0
22.3 %
1.6 %
0.0 %
Others
3.1
1.7
1.7
20.3 %
8.8 %
6.3 %
2.7 %
2.3 %
0.7
0.8
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Still
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Refillable
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Refillable
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Still
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.5
0.8
1.0
1.3
1.4
2.6 %
3.0 %
3.6 %
3.7 %
3.3 %
- Bubble Top
0.5
0.8
1.0
1.3
1.4
2.6 %
3.0 %
3.6 %
3.7 %
3.3 %
- 1500cl
0.5
0.8
1.0
1.3
1.4
2.6 %
3.0 %
3.6 %
3.7 %
3.3 %
- Polycarbonate
18.7
25.9
26.6
32.6
40.2
97.4 %
97.0 %
96.4 %
96.3 %
96.7 %
- Bubble Top
18.7
25.9
26.6
32.6
40.2
97.4 %
97.0 %
96.4 %
96.3 %
96.7 %
- 1890cl
18.7
25.9
26.6
32.6
40.2
97.4 %
97.0 %
96.4 %
96.3 %
96.7 %
- PET
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Refillable
19.2
26.7
27.6
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.5
0.8
1.0
1.3
1.4
2.6 %
3.0 %
3.6 %
3.7 %
3.3 %
- Bubble Top
0.5
0.8
1.0
1.3
1.4
2.6 %
3.0 %
3.6 %
3.7 %
3.3 %
- 1500cl
0.5
0.8
1.0
1.3
1.4
2.6 %
3.0 %
3.6 %
3.7 %
3.3 %
- Polycarbonate
18.7
25.9
26.6
32.6
40.2
97.4 %
97.0 %
96.4 %
96.3 %
96.7 %
- Bubble Top
18.7
25.9
26.6
32.6
40.2
97.4 %
97.0 %
96.4 %
96.3 %
96.7 %
- 1890cl
18.7
25.9
26.6
32.6
40.2
97.4 %
97.0 %
96.4 %
96.3 %
96.7 %
- PET
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
19.2
26.7
27.5
33.8
41.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
1.0
1.2
1.0
2.1
3.0
5.2 %
4.5 %
3.6 %
6.3 %
7.2 %
On-Premise
18.2
25.5
26.5
31.7
38.6
94.8 %
95.5 %
96.4 %
93.7 %
92.8 %
Total
PDF Editor
Chart - Carbonates Leading Trademark Owners & Private Label, 2010 ............................................................ 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Carbonates Trademarks 2008-2010 ..................................................................................................... 3
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 5
New Products 2010 ............................................................................................................................................. 5
Carbonates New Products 2010 ......................................................................................................................... 5
Carbonates New Products Photo Shots 2010 .................................................................................................... 6
Carbonates Franchise Structure ......................................................................................................................... 6
Carbonates Trademark Owners and Local Operators ........................................................................................ 7
Carbonates Selected Off-Premise Prices, 2009-2011 ........................................................................................ 7
Carbonates Selected On-Premise Prices, 2009-2011 ........................................................................................ 9
Carbonates Production/Trade/Consumption, 2000-2011F ................................................................................. 9
Carbonates Foreign Trade By Country (Exports), 2007-2011F .......................................................................... 9
Carbonates Consumption by Flavour, 2007-2011F .......................................................................................... 10
Carbonates Regular vs Low Calorie, 2007-2011F ............................................................................................ 10
Carbonates All Trademarks, 2006-2010 ........................................................................................................... 11
Carbonates Brands by Flavour, 2006-2010 ...................................................................................................... 12
Carbonates Low Calorie Brands by Flavour, 2006-2010 .................................................................................. 18
Carbonates Private Label Brands by Flavour, 2006-2010 ................................................................................ 19
Carbonates All Trademark Owners, 2006-2010 ............................................................................................... 19
Carbonates All Local Operators, 2006-2010 ..................................................................................................... 20
Carbonates Leading Trademark Owners, 2006-2010....................................................................................... 22
Carbonates Leading Local Operators, 2006-2010 ............................................................................................ 23
Carbonates Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F ................................................... 23
Carbonates Distribution: On vs Off Premise, 2007-2011F................................................................................ 24
PDF Editor
Market Size
Million Litres
Litres Per
Capita
444.4
60.6
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
2.3 %
-0.7 %
2.0 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
36,868.96
82.96
512.80
1.15
Regular
Low Calorie
97.9 %
2.1 %
Off-Premise
On-Premise
93.9 %
6.1 %
PET
Glass
Metal
90.6 %
5.1 %
4.3 %
Consumption 2010
Growth
Market Value
Segmentation 2010
% Share
Distribution 2010
% Share
Packaging 2010
% Share
PDF Editor

After an 11% drop in 2009, 2% growth was recorded in 2010. It was driven by the slight recovery of consumer
confidence and permanent Coca-Cola marketing activity, which helped Coca-Cola to grow above the
category, by 3%.
After the decline of low calorie products in 2009 the trend continued, with the segment shrinking by 25%
despite heavy marketing by Coca-Cola Zero.
Outlook
Slow growth of 2% is foreseen for 2011. This is still much lower than the 2008 figure, which will be hard to
reach in coming years. The battle against obesity and health campaigns will prevent higher volumes in this
category.
Consumer concerns about health and obesity (which appear to be focused on carbonates rather than other
soft drinks categories) are likely to remain in place and will continue to threaten growth in the category,
particularly as other categories boast more healthy alternatives.
Segmentation
Cola dominated the market, with 75% of the overall share. Orange held a 13% share, but has been declining
in favour of flavour mixes. The share of tonic, mixers and bitters remained stable.
The low calorie segment, lead by Coca-Colas strong print and PR activity, registered high volumes in the
past. This did not repeat in 2010. Coca-Cola light was being phased out and the sharp drop of Coca-Cola
Zeros share was not picked up by other brands.
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
Coca-Cola
Coca-Cola
177.7
177.3
181.1
Pepsi-Cola
PepsiCo
76.9
57.7
61.5
Fanta
Coca-Cola
29.6
30.4
34.5
Frutella
Rodic
58.5
53.1
32.3
Sinalco
Sinalco
46.1
32.2
28.1
Cockta
Droga Kolinska
16.5
15.2
19.0
Schweppes
Coca-Cola
21.9
19.9
19.0
Vrncji
Voda Vrnjci
16.6
14.4
14.8
Na Eks
Bahus
Golf
Knjaz Milos
PDF Editor
10.6
6.2
5.6
10.4
Coca-Cola was the clear leader, with 55% of the market share. Pepsi-Cola (rebranded label), Frutella
(regained positions in Hyper Cort and Rodic-Mercator), Cockta (new cola/lime flavour and new owner
distribution power) and Golf Knjaz Milos (exploiting its position in package water) competed for share.
After changing licence owner and bottler, Sinalco still struggled to set up a sustainable business model. Si&Si
were forced to sell the distribution rights to Unija Distributer Srbije in 2010, due to liquidity problems.
Bahus was new to the market in 2010, with its brand Na Eks. Locally distributed in central Serbia in the past, it
became the leader in the low end discount segment during the past two years. Not just driven by the
economic crisis, the company also marketed the Na Eks brand with point of sale activity, coolers and a range
of flavours. Bahus also developed strong negotiation positions in key accounts as the Private Label supplier.

Private Label lines grew by 12%, but were still a long way below the branded products share. Since they did
not make any expected progress during this price sensitive period, it is hard to believe that it will happen in the
near future.
The carbonates category is to be excluded from Delta Maxis latest plans to invest more in its Private Label
line.
Marketing
TCCC had permanent marketing activity during the year and invested more heavily than all of the other
brands combined. Mostly focussing on global events, such as the FIFA World Cup, brought positive
consumption and was also supported by summer weather conditions.
In the off-premise, the key focus was multi-packs, while in on-premise, defending its strong position, PepsiCo
continued with outdoor campaigns and on-pack promotions, while Cocktas strategy was to be strong in the
Horeca channel, to try and have a better brand image and additional off-premise volumes too.
Other brands remained dedicated to in shop visibility and pricing strategies.
Pricing/Valuation
Prices went up by 9% in 2010. Coca-Cola was still the highest priced brand, followed by Pepsi-Cola.
Over the years, producers were trying to set and maintain a minimum recommended price in order to protect
retail margins. Unfortunately, during the crisis this policy was not fully respected.
Packaging
PET was the dominant pack type with a 91% share. Multi-pack promotions (TCCC 4 x 200cl) and price
discounts drove growth.
As Horeca was under pressure from the economic situation, can and glass fell by 19% and 9% respectfully.
Glass was also suffering due to the competition from PET.
PDF Editor
Distribution
Off-premise grew by 2%, driven by the 13% growth of large modern retailers. Urban living, bulk shopping over
the weekend, supported by retailers own promotional and pricing campaigns supported the growth.
Prices in both convenience stores and traditional retailers increased, causing a drop in both segments
volume.
After a poor 2009, small growth in EDA was not promising. Besides leading TCCC brands, Cockta (Droga
Kolinska) was still prospering in on-premise, while PepsiCo lost share.
QSR and vending growth was positive as it is very compatible with modern living habits; despite the growth,
the segment still held a small share of the total.
New Products 2010
Pack
Type/Size
25cl glass
Price
RSD49.06
Comment
Imported from Bosnia
(Orangina producer, (See
Figure 1)
Cola/lime
50cl PET
150cl PET
RSD49.99
RSD82.99
New flavour (see Figure 2)
Feshta
Cola, orange, exotic
200cl PET
RSD49.81
New product from low end

segment (see figure 3)
Fruvita
Hello!
Oranzada
Orange/lemon/mandarin
50cl PET
150cl PET
RSD32.40
RSD42.44
New trademark brand
PepsiCo
Pepsi-Cola
Cola
50cl PET
100cl PET
RSD44.99
RSD64.99
RSD82.00
Redesigned label
Company
Bob-Pro doo
Brand
Limona
Flavour(s)
Lemon-lime
Droga Kolinska
Cockta
Elixir natura
200cl PET
Source : Canadean
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Figure 1: Limona
Figure 2 : Cockta Lime
Figure 3 : Feshta
Source : Canadean
COMPANY (BRAND
OWNER)
BRAND
FRANCHISEE
COMMENTS
Coca-Cola
Coca-Cola
Coca-Cola Light
Coca-Cola Zero
Fanta
Fanta Shokata
Schweppes
Schweppes Bitter
Lemon
Sprite
IBP
Includes Rosa Vlasinka acquired by CocaCola and CCHBC in 2005 and Fresh & Co
acquired in 2006.
PepsiCo
7-Up
Evervess
Ivi
Ivi Ricolo
Mirinda
Pepsi-Cola
Pepsi Diet/Light
A&P
A&P discontinued own carbonates range in

2006, focusing exclusively on PepsiCo
portfolio
Pepsi Max
Pepsi Twist
PDF Editor
Trademark
Ultimate Owner
Local Operator
7-Up
PepsiCo
A&P
Alpela
Rodic
Rodic
Bip
Bip Belgrade
Bip Belgrade
Bipsi
Bip Belgrade
Bip Belgrade
Coca-Cola
Coca-Cola
IBP
Cockta
Droga Kolinska
Palanacki Kiseljack
Elixir Natura
Elixir Natura D.o.o.
Voda Vrnjci
Evervess
PepsiCo
A&P
Fanta
Coca-Cola
IBP
Frutella
Rodic
Rodic
Golf
Knjaz Milos
Knjaz Milos
Ivi
PepsiCo
A&P
Jupi
Droga Kolinska
Palanacki Kiseljack
Minaqua
Minaqua
Minaqua
Mirinda
PepsiCo
A&P
Na Eks
Bahus
Voda Vrnjci
Pepsi-Cola
PepsiCo
A&P
Schweppes
Coca-Cola
IBP
Sinalco
Sinalco
Unija Distributera Srbije
Sprite
Coca-Cola
IBP
Vrncji
Voda Vrnjci
Voda Vrnjci
SOURCE: Canadean
BRAND

2009
2010
2011

2009
2010
2011
25
COCA-COLA RANGE
31.27
34.41
36.58
125.08
25
PEPSI-COLA RANGE
21.20
24.21
26.90
25
35.27
41.50
43.58
100
SCHWEPPES BITTER LEMON,

TONIC
COCA-COLA RANGE
100
PEPSI-COLA
PACK TYPE/SIZE
(CL)
RB GLASS
NRPET
55.90
137.64
146.32
84.80
96.84
107.60
141.08
166.00
174.32
37.00
39.00
55.90
37.00
39.00
33
FRUTELLA (RODIC)
17.40
18.44
52.73
55.88
50
COCA-COLA RANGE
49.90
54.99
56.90
99.80
109.98
113.80
50
GOLF
27.90
32.40
33.58
55.80
64.80
67.16
50
PEPSI RANGE
42.50
43.90
46.90
85.00
87.80
93.80
PDF Editor

2009
2010
2011

2009
2010
2011

TONIC
VRNJCI COLA
54.90
109.80
100
COCA-COLA
55.90
100
150
150
COCKTA, JUPI
61.50
65.70
150
FRUTELLA (RODIC)
38.11
38.00
40.00
150
GOLF (KNJAZ MILOS)
45.44
47.63
150
PEPSI-COLA
77.90
150
94.90
200

TONIC
ARO (METRO)
200
COCA-COLA RANGE
95.00
200
COCKTA, JUPI
200
FAVOLA (MAXI)
200
FRUTELLA (RODIC)
200
200
200
SINALCO RANGE
200
TOP BUDGET (INTEREX)
200
VRNJCI COLA
250
PEPSI-COLA
88.00
33
COCA-COLA RANGE
47.90
52.99
55.90
33
IVI
33.61
34.50
33
PEPSI-COLA RANGE
40.90
41.90
33
SCHWEPPES
52.89
54.90
PACK TYPE/SIZE
(CL)
BRAND
50
50
CAN
53.09
62.90
106.18
125.80
29.00
33.00
66.99
75.90
58.00
66.00
66.99
75.90
PEPSI-COLA
54.73
BIPSI
43.00
57.90
54.73
57.90
46.00
28.67
30.67
94.99
95.90
38.60
40.60
97.00
105.00
43.80
25.41
25.33
26.67
30.29
31.75
63.33
63.93
19.30
20.30
48.50
52.50
63.27
47.50
99.90
64.90
60.70
63.90
K PLUS ( IDEA)
54.99
PEPSI RANGE
79.00
86.90
99.90
44.00
48.00
58.30
62.90
PDF Editor
41.00
51.93
59.90
SOURCE : Canadean
55.90
47.24
81.90
49.95
29.95
32.45
30.35
31.95
56.99
27.50
28.50
88.00
39.50
44.00
43.45
49.95
22.00
24.00
29.15
31.45
145.15
160.58
169.39
49.90
101.85
104.55
151.21
49.90
123.94
126.97
151.21
160.27
166.36
23.62
40.95
35.20
BRAND

2009
2010
2011

2009
2010
2011
25
FANTA
135.00
540.00
25
ORANGINA
180.00
25
PEPSI-COLA/COCA-COLA
130.00
135.00
150.00
40
MCDONALDS; COCA-COLA
90.00
90.00
100.00
50
COCA-COLA
105.00
85.00
50
COCKTA
110.00
50
FANTA
100.00
33
PEPSI-COLA/COCA-COLA (LIGHT)
33
SPRITE/7-UP
PACK TYPE/SIZE
(CL)
GLASS
PET
CAN
132.00
140.00
528.00
560.00
520.00
540.00
600.00
225.00
225.00
250.00
90.00
210.00
170.00
180.00
80.00
90.00
220.00
160.00
180.00
85.00
90.00
200.00
170.00
180.00
140.00
145.00
155.00
424.24
439.39
469.70
170.00
165.00
170.00
515.15
500.00
515.15
720.00
SOURCE : Canadean
Production
Imports
Exports
Consumption
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
265.8
311.0
371.0
459.6
467.1
468.6
500.5
553.8
601.7
522.1
508.1
512.4
3.9
10.1
9.3
13.8
4.6
2.7
2.2
0.7
0.5
0.0
0.0
8.8
6.2
8.0
25.8
13.3
75.3
83.9
100.5
115.1
86.4
63.7
59.4
260.9
314.9
372.3
447.5
458.4
396.0
418.8
454.0
487.1
435.7
444.4
453.0
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
100.5
115.1
86.4
63.7
59.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Kosovo
48.8
59.5
43.2
31.2
29.0
48.5 %
51.7 %
50.0 %
49.0 %
48.8 %
Montenegro
40.1
43.9
33.4
24.1
21.0
39.9 %
38.1 %
38.7 %
37.8 %
35.4 %
Bosnia-Herzegovina
4.8
5.1
4.6
4.8
5.6
4.8 %
4.4 %
5.3 %
7.5 %
9.4 %
Macedonia
6.3
6.0
4.8
3.3
3.5
6.3 %
5.2 %
5.6 %
5.2 %
5.9 %
Others
0.5
0.6
0.4
0.3
0.3
0.5 %
0.6 %
0.5 %
0.5 %
0.5 %
Total
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
454.0
487.1
435.7
444.4
453.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Cola
319.4
354.1
317.8
333.4
342.1
70.4 %
72.7 %
72.9 %
75.0 %
75.5 %
Orange
71.6
73.2
66.3
56.4
59.0
15.8 %
15.0 %
15.2 %
12.7 %
13.0 %
Tonic, Mixers and Bitters
28.8
27.9
24.2
23.8
20.3
6.3 %
5.7 %
5.5 %
5.4 %
4.5 %
Lemon-Lime
9.3
11.3
12.6
12.7
12.9
2.0 %
2.3 %
2.9 %
2.9 %
2.8 %
Flavour Mixes
9.0
8.2
6.5
9.0
9.5
2.0 %
1.7 %
1.5 %
2.0 %
2.1 %
Herbs and Spices
4.0
2.7
3.6
4.7
5.0
0.9 %
0.6 %
0.8 %
1.1 %
1.1 %
Other Non Fruit
2.8
1.9
1.8
1.8
1.7
0.6 %
0.4 %
0.4 %
0.4 %
0.4 %
Lemon
2.5
2.4
1.7
1.7
1.7
0.5 %
0.5 %
0.4 %
0.4 %
0.4 %
Clear Lemonade
3.3
2.1
0.5
0.5
0.6
0.7 %
0.4 %
0.1 %
0.1 %
0.1 %
Other Fruit
0.2
0.5
0.4
0.3
0.3
0.0 %
0.1 %
0.1 %
0.1 %
0.1 %
Peach
0.2
0.3
0.1
0.1
0.1
0.0 %
0.1 %
0.0 %
0.0 %
0.0 %
Apple
2.3
0.2
0.2
0.0
0.0
0.5 %
0.0 %
0.0 %
0.0 %
0.0 %
2.2
0.2
0.0
0.5 %
0.0 %
0.0 %
Pineapple
Grape
0.5
Mango
0.1
0.1
0.1 %
0.0 %
0.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
454.0
487.1
435.7
444.4
453.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Cola
319.4
354.1
317.8
333.4
342.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
306.3
334.3
305.4
324.1
333.4
95.9 %
94.4 %
96.1 %
97.2 %
97.5 %
- Low Calorie
13.1
19.8
12.4
9.3
8.7
4.1 %
5.6 %
3.9 %
2.8 %
2.5 %
Total Orange
71.6
73.2
66.3
56.4
59.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
71.6
73.2
66.3
56.4
59.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Tonic, Mixers and

Bitters
28.8
27.9
24.2
23.8
20.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
27.3
27.9
24.2
23.8
20.3
94.7 %
100.0 %
100.0 %
100.0 %
100.0 %
- Low Calorie
1.5
5.3 %
Total Lemon-Lime
9.3
11.3
12.6
12.7
12.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
9.3
11.3
12.6
12.7
12.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Flavour Mixes
9.0
8.2
6.5
9.0
9.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
9.0
8.2
6.5
9.0
9.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Herbs and Spices
4.0
2.7
3.6
4.7
5.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
- Regular
4.0
2.7
3.6
4.7
5.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Other Non Fruit
2.8
1.9
1.8
1.8
1.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
2.8
1.9
1.8
1.8
1.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Lemon
2.5
2.4
1.7
1.7
1.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
2.5
2.4
1.7
1.7
1.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Clear Lemonade
3.3
2.1
0.5
0.5
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
3.3
2.1
0.5
0.5
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Other Fruit
0.2
0.5
0.4
0.3
0.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
0.2
0.5
0.4
0.3
0.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Peach
0.2
0.3
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Regular
0.2
0.3
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Apple
2.3
0.2
0.2
0.0
0.0
100.0 %
100.0 %
100.0 %
0.0 %
0.0 %
- Regular
2.3
0.2
0.2
0.0
0.0
100.0 %
100.0 %
100.0 %
0.0 %
0.0 %
Total Pineapple
2.2
0.2
0.0
100.0 %
100.0 %
0.0 %
- Regular
2.2
0.2
0.0
100.0 %
100.0 %
0.0 %
Total Grape
0.5
0.1
100.0 %
100.0 %
- Regular
0.5
0.1
100.0 %
100.0 %
Total Mango
0.1
100.0 %
- Regular
0.1
100.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
418.8
454.0
487.1
435.7
444.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Coca-Cola
140.9
165.0
177.7
177.3
181.1
33.6 %
36.4 %
36.5 %
40.7 %
40.7 %
Pepsi-Cola
57.3
61.3
76.9
57.7
61.5
13.7 %
13.5 %
15.8 %
13.2 %
13.8 %
Fanta
25.5
29.6
29.6
30.4
34.5
6.1 %
6.5 %
6.1 %
7.0 %
7.8 %
Frutella
68.4
64.4
58.5
53.1
32.3
16.3 %
14.2 %
12.0 %
12.2 %
7.3 %
Sinalco
30.6
33.9
46.1
32.2
28.1
7.3 %
7.5 %
9.5 %
7.4 %
6.3 %
Cockta
10.6
12.8
16.5
15.2
19.0
2.5 %
2.8 %
3.4 %
3.5 %
4.3 %
Schweppes
16.6
22.6
21.9
19.9
19.0
4.0 %
5.0 %
4.5 %
4.6 %
4.3 %
Vrncji
12.2
13.5
16.6
14.4
14.8
2.9 %
3.0 %
3.4 %
3.3 %
3.3 %
Na Eks
10.6
2.4 %
Golf
4.4
6.8
6.2
5.6
10.4
1.1 %
1.5 %
1.3 %
1.3 %
2.3 %
Sprite
5.1
6.6
8.3
9.4
9.5
1.2 %
1.4 %
1.7 %
2.2 %
2.1 %
Mirinda
5.0
5.6
4.7
4.3
4.5
1.2 %
1.2 %
1.0 %
1.0 %
1.0 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
7-Up
1.1
1.9
2.3
2.4
2.4
0.3 %
0.4 %
0.5 %
0.6 %
0.6 %
Alpela
1.4
1.3
1.5
1.5
1.7
0.3 %
0.3 %
0.3 %
0.3 %
0.4 %
Evervess
1.1
2.0
1.9
1.2
1.3
0.3 %
0.4 %
0.4 %
0.3 %
0.3 %
Jupi
0.6
0.3
0.2
0.2
1.3
0.1 %
0.1 %
0.0 %
0.0 %
0.3 %
Elixir Natura
1.1
0.2 %
Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
Bipsi
3.1
2.2
1.4
0.5
0.3
0.7 %
0.5 %
0.3 %
0.1 %
0.1 %
Ivi
1.6
1.0
1.3
0.3
0.3
0.4 %
0.2 %
0.3 %
0.1 %
0.1 %
Bip
0.6
0.2
0.2
0.1
0.1
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
Alpina (Alpina)
2.3
1.2
0.2
0.2
0.0
0.6 %
0.3 %
0.0 %
0.0 %
0.0 %
Apa
1.9
3.0
2.0
1.4
0.0
0.5 %
0.6 %
0.4 %
0.3 %
0.0 %
0.2
0.2
0.0
0.0 %
0.0 %
0.0 %
Knjaz Milos
Em
0.3
0.1
Hevita
3.1
1.6
Lex
0.0
Yu
0.6
Jagodinska Pivara
Others
Other Private Label
0.7
0.1 %
0.0 %
0.7 %
0.4 %
0.2 %
0.0 %
0.6
0.1 %
0.1
0.1
20.2
10.6
8.0
7.0
9.4
0.2
0.2
0.3
0.3
0.4
0.1 %
0.0 %
0.0 %
4.8 %
2.3 %
1.6 %
1.6 %
2.1 %
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
418.8
454.0
487.1
435.7
444.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Cola
296.4
319.4
354.1
317.8
333.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Coca-Cola
140.9
165.0
177.7
177.3
181.1
47.5 %
51.7 %
50.2 %
55.8 %
54.3 %
- Coca-Cola
135.7
159.1
165.6
168.5
175.3
45.8 %
49.8 %
46.8 %
53.0 %
52.6 %
10.9
7.2
5.8
3.1 %
2.3 %
1.7 %
- Coca-Cola Zero
- Coca-Cola Light
5.1
6.0
1.2
1.6
0.0
1.7 %
1.9 %
0.3 %
0.5 %
0.0 %
- Pepsi-Cola
57.3
61.3
76.9
57.7
61.5
19.3 %
19.2 %
21.7 %
18.2 %
18.4 %
- Pepsi-Cola
47.2
49.6
63.1
47.2
50.0
15.9 %
15.5 %
17.8 %
14.9 %
15.0 %
- Pepsi Twist
3.8
5.4
7.6
7.2
8.0
1.3 %
1.7 %
2.2 %
2.3 %
2.4 %
- Pepsi Max
3.9
3.8
3.9
2.1
2.2
1.3 %
1.2 %
1.1 %
0.7 %
0.7 %
- Pepsi-Cola Light
2.4
2.5
2.2
1.2
1.3
0.8 %
0.8 %
0.6 %
0.4 %
0.4 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
- Sinalco
19.7
26.0
38.8
29.2
25.4
6.6 %
8.1 %
10.9 %
9.2 %
7.6 %
- Sinalco
19.7
26.0
38.8
29.2
25.4
6.6 %
8.1 %
10.9 %
9.2 %
7.6 %
- Frutella
38.7
35.6
30.5
26.5
23.4
13.1 %
11.1 %
8.6 %
8.3 %
7.0 %
- Frutella
38.7
35.6
30.5
26.5
23.4
13.1 %
11.1 %
8.6 %
8.3 %
7.0 %
- Cockta
10.6
12.8
16.5
15.2
19.0
3.6 %
4.0 %
4.7 %
4.8 %
5.7 %
- Cockta
10.6
12.8
16.5
15.2
19.0
3.6 %
4.0 %
4.7 %
4.8 %
5.7 %
- Others
14.0
5.3
3.0
4.1
6.1
4.7 %
1.7 %
0.8 %
1.3 %
1.8 %
- Others
14.0
5.3
3.0
4.1
6.1
4.7 %
1.7 %
0.8 %
1.3 %
1.8 %
- Golf
4.4
3.9
3.2
2.8
5.2
1.5 %
1.2 %
0.9 %
0.9 %
1.5 %
- Golf
4.4
3.9
3.2
2.8
5.2
1.5 %
1.2 %
0.9 %
0.9 %
1.5 %
- Vrncji
3.6
3.6
4.8
4.7
4.8
1.2 %
1.1 %
1.4 %
1.5 %
1.4 %
- Vrncji
3.6
3.6
4.8
4.7
4.8
1.2 %
1.1 %
1.4 %
1.5 %
1.4 %
- Na Eks
6.1
1.8 %
- Na Eks
6.1
1.8 %
- Minaqua
2.3
3.1
2.0
0.3
0.3
0.8 %
1.0 %
0.6 %
0.1 %
0.1 %
- Minaqua
2.3
3.1
2.0
0.3
0.3
0.8 %
1.0 %
0.6 %
0.1 %
0.1 %
- Bipsi
1.0
0.6
0.3
0.1
0.1
0.3 %
0.2 %
0.1 %
0.0 %
0.0 %
- Bipsi
1.0
0.6
0.3
0.1
0.1
0.3 %
0.2 %
0.1 %
0.0 %
0.0 %
- Elixir Natura
0.5
0.1 %
- Feshta
0.5
0.1 %
- Yu
0.6
0.6
0.2 %
0.2 %
- Yu
0.6
0.6
0.2 %
0.2 %
- Apa
1.5
0.7
0.5 %
0.2 %
- Apa
1.5
0.7
0.5 %
0.2 %
- Em
0.2
0.1
0.1 %
0.0 %
- Em
0.2
0.1
0.1 %
0.0 %
- Hevita
1.7
0.9
0.5
0.6 %
0.3 %
0.1 %
- Hevita
1.7
0.9
0.5
0.6 %
0.3 %
0.1 %
Total Orange
69.2
71.6
73.2
66.3
56.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Fanta
16.1
20.7
23.0
24.5
27.0
23.3 %
28.9 %
31.4 %
37.0 %
47.9 %
- Fanta
16.1
20.7
23.0
24.5
27.0
23.3 %
28.9 %
31.4 %
37.0 %
47.9 %
- Frutella
27.6
27.0
26.2
25.1
7.3
39.9 %
37.7 %
35.8 %
37.8 %
12.9 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
27.6
27.0
26.2
25.1
7.3
39.9 %
37.7 %
35.8 %
37.8 %
12.9 %
- Golf
2.9
3.0
2.8
5.2
4.1 %
4.1 %
4.2 %
9.2 %
- Golf
2.9
3.0
2.8
5.2
4.1 %
4.1 %
4.2 %
9.2 %
- Frutella
- Mirinda
4.0
4.3
4.0
3.6
3.8
5.8 %
6.0 %
5.5 %
5.4 %
6.8 %
- Mirinda
4.0
4.3
4.0
3.6
3.8
5.8 %
6.0 %
5.5 %
5.4 %
6.8 %
- Vrncji
2.4
2.6
3.8
3.4
3.6
3.5 %
3.6 %
5.2 %
5.1 %
6.4 %
- Vrncji
2.4
2.6
3.8
3.4
3.6
3.5 %
3.6 %
5.2 %
5.1 %
6.4 %
- Sinalco
10.1
6.7
5.9
2.3
2.0
14.6 %
9.4 %
8.1 %
3.5 %
3.6 %
- Sinalco
10.1
6.7
5.9
2.3
2.0
14.6 %
9.4 %
8.1 %
3.5 %
3.6 %
- Others
3.2
3.2
2.2
1.4
1.6
4.6 %
4.5 %
3.0 %
2.1 %
2.9 %
- Others
3.2
3.2
2.2
1.4
1.6
4.6 %
4.5 %
3.0 %
2.1 %
2.9 %
- Jupi
0.6
0.3
0.2
0.2
1.3
0.9 %
0.5 %
0.3 %
0.3 %
2.3 %
- Jupi
0.6
0.3
0.2
0.2
1.3
0.9 %
0.5 %
0.3 %
0.3 %
2.3 %
- Schweppes
1.8
1.9
1.8
2.5 %
2.8 %
3.1 %
- Schweppes
1.8
1.9
1.8
2.5 %
2.8 %
3.1 %
- Minaqua
1.4
1.9
1.6
0.6
0.5
2.0 %
2.7 %
2.2 %
0.8 %
1.0 %
- Minaqua
1.4
1.9
1.6
0.6
0.5
2.0 %
2.7 %
2.2 %
0.8 %
1.0 %
- Other Private Label
0.2
0.2
0.3
0.3
0.4
0.3 %
0.3 %
0.4 %
0.5 %
0.7 %
- Other PL
0.2
0.2
0.3
0.3
0.4
0.3 %
0.3 %
0.4 %
0.5 %
0.7 %
- Na Eks
1.3
2.3 %
- Na Eks
1.3
2.3 %
- Bipsi
1.1
0.7
0.4
0.3
0.2
1.6 %
0.9 %
0.5 %
0.4 %
0.4 %
- Bipsi
1.1
0.7
0.4
0.3
0.2
1.6 %
0.9 %
0.5 %
0.4 %
0.4 %
- Elixir Natura
0.3
0.5 %
- Feshta
0.3
0.5 %
- Apa
0.4
0.1
0.6 %
0.1 %
- Apa
0.4
0.1
0.6 %
0.1 %
- Em
0.1
0.0
0.2 %
0.1 %
- Em
0.1
0.0
0.2 %
0.1 %
- Ivi
0.7
0.4
0.5
0.1
0.0
1.1 %
0.6 %
0.7 %
0.1 %
0.1 %
- Ivi Ricoco
0.7
0.4
0.5
0.1
0.0
1.0 %
0.5 %
0.7 %
0.1 %
0.1 %
- Ivi
0.1
0.1
0.0
0.1 %
0.1 %
0.0 %
PDF Editor
Million Litres
2006
2007
2008
- Hevita
1.2
0.5
- Hevita
1.2

Bitters
- Schweppes
- Schweppes
Lemon
Bitter
- Schweppes
- Schweppes
Orange
% Share
2006
2007
2008
0.2
1.7 %
0.7 %
0.3 %
0.5
0.2
1.7 %
0.7 %
0.3 %
20.5
28.8
27.9
24.2
23.8
100.0 %
100.0 %
14.4
20.5
19.3
18.0
17.2
69.9 %
11.5
14.5
16.4
15.4
14.7
2.9
2.9
2.9
2.6
2.5
Bitter
- Schweppes Soda
2009
2010
2009
2010
100.0 %
100.0 %
100.0 %
71.0 %
69.2 %
74.6 %
72.3 %
55.8 %
50.4 %
58.9 %
63.6 %
61.6 %
14.1 %
10.2 %
10.3 %
11.0 %
10.7 %
1.5
5.3 %
1.5
5.2 %
- Frutella
2.1
1.8
1.8
1.5
1.7
10.2 %
6.2 %
6.5 %
6.0 %
7.0 %
- Frutella
2.1
1.8
1.8
1.5
1.7
10.2 %
6.2 %
6.5 %
6.0 %
7.0 %
- Vrncji
0.8
0.8
1.2
1.3
1.3
3.8 %
2.7 %
4.3 %
5.2 %
5.6 %
- Vrncji
0.8
0.8
1.2
1.3
1.3
3.8 %
2.7 %
4.3 %
5.2 %
5.6 %
- Evervess
1.1
2.0
1.9
1.2
1.3
5.2 %
6.8 %
6.7 %
5.0 %
5.4 %
- Evervess Bitter Lemon
1.0
1.8
1.8
1.1
1.3
4.6 %
6.4 %
6.5 %
4.6 %
5.4 %
- Evervess
0.1
0.1
0.1
0.1
0.0
0.5 %
0.4 %
0.2 %
0.4 %
0.0 %
- Sinalco
0.2
0.7
1.1
0.7
0.6
1.1 %
2.3 %
4.1 %
2.7 %
2.6 %
- Sinalco
0.2
0.7
1.1
0.7
0.6
1.1 %
2.3 %
4.1 %
2.7 %
2.6 %
- Na Eks
1.6
6.8 %
- Na Eks
1.6
6.8 %
- Minaqua
0.1
0.2
0.3
0.1
0.1
0.6 %
0.7 %
1.0 %
0.4 %
0.4 %
- Minaqua
0.1
0.2
0.3
0.1
0.1
0.6 %
0.7 %
1.0 %
0.4 %
0.4 %
- Bipsi
0.4
0.2
0.2
0.1
0.0
1.7 %
0.8 %
0.5 %
0.3 %
0.0 %
- Bipsi
0.4
0.2
0.2
0.1
0.0
1.7 %
0.8 %
0.5 %
0.3 %
0.0 %
- Apa
2.2
2.0
1.4
0.0
7.6 %
7.0 %
5.8 %
0.0 %
- Apa
2.2
2.0
1.4
0.0
7.6 %
7.0 %
5.8 %
0.0 %
- Lex
0.0
0.1 %
- Lex
0.0
0.1 %
- Hevita
0.0
0.0
0.1 %
0.1 %
- Hevita
0.0
0.0
0.1 %
0.1 %
- Jagodinska Pivara
0.1
0.1
0.3 %
0.2 %
- Jagodinska Pivara
0.1
0.1
0.3 %
0.2 %
PDF Editor
Million Litres
2006
2007
2008
- Others
1.5
0.4
- Others
1.5
Total Lemon-Lime
% Share
2009
2010
2006
2007
2008
2009
2010
0.1
7.3 %
1.4 %
0.4 %
0.4
0.1
7.3 %
1.4 %
0.4 %
7.2
9.3
11.3
12.6
12.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Sprite
5.1
6.6
8.3
9.4
9.5
71.0 %
70.9 %
73.1 %
75.0 %
75.0 %
- Sprite
5.1
6.6
8.3
9.4
9.5
71.0 %
70.9 %
73.1 %
75.0 %
75.0 %
- 7-Up
1.1
1.9
2.3
2.4
2.4
15.9 %
20.5 %
20.1 %
19.4 %
19.2 %
- 7-Up
1.1
1.9
2.3
2.4
2.4
15.9 %
20.5 %
20.1 %
19.4 %
19.2 %
- Vrncji
0.6
0.8
0.8
0.7
0.7
8.9 %
8.6 %
6.8 %
5.6 %
5.8 %
- Vrncji
0.6
0.8
0.8
0.7
0.7
8.9 %
8.6 %
6.8 %
5.6 %
5.8 %
- Others
0.3
4.2 %
- Others
0.3
4.2 %
Total Flavour Mixes
7.9
9.0
8.2
6.5
9.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Vrncji
4.8
5.7
6.0
4.3
4.4
61.1 %
63.1 %
72.9 %
66.1 %
48.6 %
- Vrncji
4.8
5.7
6.0
4.3
4.4
61.1 %
63.1 %
72.9 %
66.1 %
48.6 %
- Fanta
2.6
2.7
1.7
2.1
2.7
33.6 %
30.2 %
21.0 %
32.4 %
30.6 %
- Fanta
2.6
2.7
1.7
2.1
2.7
33.6 %
30.2 %
21.0 %
32.4 %
30.6 %
- Na Eks
1.5
17.1 %
- Na Eks
1.5
17.1 %
- Elixir Natura
0.3
3.7 %
- Feshta
0.3
3.7 %
- Bipsi
0.4
0.6
0.5
0.1
0.0
5.3 %
6.6 %
6.1 %
1.5 %
0.0 %
- Bipsi
0.4
0.6
0.5
0.1
0.0
5.3 %
6.6 %
6.1 %
1.5 %
0.0 %
4.3
4.0
2.7
3.6
4.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Fanta
4.3
4.0
2.7
3.6
4.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Fanta Shokata
4.3
4.0
2.7
3.6
4.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
4.4
2.8
1.9
1.8
1.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Alpela
1.4
1.3
1.5
1.5
1.7
32.2 %
48.2 %
79.3 %
84.7 %
96.4 %
- Alpela
1.4
1.3
1.5
1.5
1.7
32.2 %
48.2 %
79.3 %
84.7 %
96.4 %
- Bip
0.6
0.2
0.2
0.1
0.1
14.7 %
8.6 %
9.3 %
4.0 %
3.6 %
- Bip
0.6
0.2
0.2
0.1
0.1
14.7 %
8.6 %
9.3 %
4.0 %
3.6 %
- Alpina (Alpina)
2.3
1.2
0.2
0.2
0.0
53.1 %
43.2 %
11.4 %
11.3 %
0.0 %
- Alpina (Alpina)
2.3
1.2
0.2
0.2
0.0
53.1 %
43.2 %
11.4 %
11.3 %
0.0 %
Total Lemon
4.8
2.5
2.4
1.7
1.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
- Others
0.2
0.4
0.9
0.7
0.8
4.2 %
16.2 %
39.6 %
41.3 %
47.6 %
- Others
0.2
0.4
0.9
0.7
0.8
4.2 %
16.2 %
39.6 %
41.3 %
47.6 %
- Mirinda
0.5
0.6
0.6
0.8
0.6
10.4 %
23.8 %
26.5 %
44.4 %
39.1 %
- Mirinda
0.5
0.6
0.6
0.8
0.6
10.4 %
23.8 %
26.5 %
44.4 %
39.1 %
- Ivi
0.7
0.4
0.4
0.1
0.1
15.3 %
17.0 %
19.0 %
7.4 %
8.1 %
- Ivi
0.7
0.4
0.4
0.1
0.1
15.3 %
17.0 %
19.0 %
7.4 %
8.1 %
- Sinalco
0.6
0.6
0.3
0.1
0.1
11.4 %
22.3 %
12.7 %
5.8 %
5.1 %
- Sinalco
0.6
0.6
0.3
0.1
0.1
11.4 %
22.3 %
12.7 %
5.8 %
5.1 %
- Bipsi
0.2
0.1
0.1
0.0
0.0
4.1 %
3.2 %
2.1 %
1.2 %
0.0 %
- Bipsi
0.2
0.1
0.1
0.0
0.0
4.1 %
3.2 %
2.1 %
1.2 %
0.0 %
- Minaqua
0.2
0.3
4.2 %
12.2 %
- Minaqua
0.2
0.3
4.2 %
12.2 %
- Fanta
2.4
0.1
50.5 %
5.2 %
- Fanta
2.4
0.1
50.5 %
5.2 %
Total Other Fruit
0.2
0.5
0.4
0.3
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.2
0.5
0.4
0.3
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.2
0.5
0.4
0.3
100.0 %
100.0 %
100.0 %
100.0 %
Total Peach
0.2
0.2
0.3
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Ivi
0.2
0.2
0.3
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Ivi
0.2
0.2
0.3
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Pineapple
2.2
0.2
0.0
100.0 %
100.0 %
0.0 %
- Fanta
2.2
0.2
0.0
100.0 %
100.0 %
0.0 %
- Fanta
2.2
0.2
0.0
100.0 %
100.0 %
0.0 %
Total Cherry
0.0
100.0 %
- Fanta
0.0
100.0 %
- Fanta
0.0
100.0 %
Total Clear Lemonade
3.2
3.3
2.1
0.5
0.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
1.0
1.1
1.3
0.5
0.5
30.9 %
33.6 %
63.1 %
97.5 %
100.0 %
- Others
1.0
1.1
1.3
0.5
0.5
30.9 %
33.6 %
63.1 %
97.5 %
100.0 %
- Schweppes
2.2
2.2
0.8
0.0
69.1 %
66.4 %
36.9 %
2.5 %
- Schweppes
2.2
2.2
0.8
0.0
69.1 %
66.4 %
36.9 %
2.5 %
Total Mango
0.3
0.1
100.0 %
100.0 %
- Hevita
0.3
0.1
100.0 %
100.0 %
PDF Editor
Million Litres
- Hevita
2006
2007
0.3
0.1
2008
% Share
2009
2010
2006
2007
100.0 %
100.0 %
2008
2009
2010
Total Grape
0.5
0.1
100.0 %
100.0 %
- Mirinda
0.5
0.1
100.0 %
100.0 %
- Mirinda
0.5
0.1
100.0 %
100.0 %
2.3
0.2
0.2
0.0
100.0 %
100.0 %
100.0 %
0.0 %
- Knjaz Milos
0.2
0.2
0.0
99.9 %
100.0 %
0.0 %
- Knjaz Milos
0.2
0.2
0.0
99.9 %
100.0 %
0.0 %
Total Apple
0.5
100.0 %
- Mirinda
0.5
0.3
100.0 %
11.0 %
- Mirinda
0.5
0.3
100.0 %
11.0 %
- Fanta
2.0
0.0
89.0 %
0.1 %
- Fanta
2.0
0.0
89.0 %
0.1 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
11.8
14.6
19.8
12.4
9.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Cola
11.8
13.1
19.8
12.4
9.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Pepsi-Cola
6.3
6.3
6.1
3.3
3.5
53.7 %
48.0 %
30.8 %
26.9 %
37.7 %
- Pepsi Max
3.9
3.8
3.9
2.1
2.2
33.1 %
29.1 %
19.8 %
17.2 %
23.3 %
- Pepsi-Cola Light
2.4
2.5
2.2
1.2
1.3
20.7 %
19.0 %
11.0 %
9.7 %
14.3 %
- Coca-Cola
5.1
6.0
12.1
8.8
5.8
43.7 %
45.5 %
61.0 %
71.1 %
62.3 %
10.9
7.2
5.8
55.2 %
58.3 %
62.2 %
- Coca-Cola Zero
- Coca-Cola Light
5.1
6.0
1.2
1.6
0.0
43.7 %
45.5 %
5.8 %
12.8 %
0.1 %
- Sinalco
0.3
0.9
1.6
0.3
0.0
2.5 %
6.5 %
8.2 %
2.0 %
0.0 %
- Sinalco
0.3
0.9
1.6
0.3
0.0
2.5 %
6.5 %
8.2 %
2.0 %
0.0 %

Bitters
1.5
100.0 %
- Schweppes
1.5
100.0 %
1.5
100.0 %
- Schweppes
Orange
Bitter
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.2
0.2
0.3
0.3
0.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Orange
0.2
0.2
0.3
0.3
0.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Other PL
0.2
0.2
0.3
0.3
0.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
418.8
454.0
487.1
435.7
444.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
A&P
0.0
0.0 %
- Lex
0.0
0.0 %
A-BInBev
1.6
0.0
0.4 %
0.0 %
- Alpina (Alpina)
0.2
0.0
0.0 %
0.0 %
- Apa
1.4
0.0
0.3 %
0.0 %
Bahus
10.6
2.4 %
- Na Eks
10.6
2.4 %
Bip Belgrade
3.7
2.4
1.6
0.6
0.4
0.9 %
0.5 %
0.3 %
0.1 %
0.1 %
- Bip
0.6
0.2
0.2
0.1
0.1
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
- Bipsi
3.1
2.2
1.4
0.5
0.3
0.7 %
0.5 %
0.3 %
0.1 %
0.1 %
Coca-Cola
188.0
223.8
237.5
237.0
244.1
44.9 %
49.3 %
48.7 %
54.4 %
54.9 %
- Coca-Cola
140.9
165.0
177.7
177.3
181.1
33.6 %
36.4 %
36.5 %
40.7 %
40.7 %
- Fanta
25.5
29.6
29.6
30.4
34.5
6.1 %
6.5 %
6.1 %
7.0 %
7.8 %
- Schweppes
16.6
22.6
21.9
19.9
19.0
4.0 %
5.0 %
4.5 %
4.6 %
4.3 %
5.1
6.6
8.3
9.4
9.5
1.2 %
1.4 %
1.7 %
2.2 %
2.1 %
Droga Kolinska
11.8
13.7
16.7
15.4
20.3
2.8 %
3.0 %
3.4 %
3.5 %
4.6 %
- Cockta
10.6
12.8
16.5
15.2
19.0
2.5 %
2.8 %
3.4 %
3.5 %
4.3 %
- Jupi
0.6
0.3
0.2
0.2
1.3
0.1 %
0.1 %
0.0 %
0.0 %
0.3 %
- Yu
0.6
0.6
0.1 %
0.1 %
- Sprite
1.1
0.2 %
- Elixir Natura
1.1
0.2 %
Heba
3.1
1.6
0.7
0.7 %
0.4 %
0.2 %
- Hevita
3.1
1.6
0.7
0.7 %
0.4 %
0.2 %
InBev
4.3
4.2
2.2
1.0 %
0.9 %
0.4 %
- Alpina (Alpina)
2.3
1.2
0.2
0.6 %
0.3 %
0.0 %
PDF Editor
Million Litres
2006
2007
2008
1.9
3.0
2.0
Jagodinska Pivara
0.1
- Jagodinska Pivara
- Apa
% Share
2009
2010
2006
2007
2008
0.5 %
0.6 %
0.4 %
0.1
0.0 %
0.0 %
0.1
0.1
0.0 %
0.0 %
2009
2010
Knjaz Milos
4.4
6.8
6.4
5.7
10.4
1.1 %
1.5 %
1.3 %
1.3 %
2.3 %
- Golf
4.4
6.8
6.2
5.6
10.4
1.1 %
1.5 %
1.3 %
1.3 %
2.3 %
0.2
0.2
0.0
0.0 %
0.0 %
0.0 %
- Knjaz Milos
Meridjian
0.3
0.1
0.1 %
0.0 %
- Em
0.3
0.1
0.1 %
0.0 %
Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
- Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
20.4
10.8
8.3
7.3
9.8
4.9 %
2.4 %
1.7 %
1.7 %
2.2 %
0.2
0.2
0.3
0.3
0.4
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
- Others
20.2
10.6
8.0
7.0
9.4
4.8 %
2.3 %
1.6 %
1.6 %
2.1 %
PepsiCo
66.2
71.8
87.0
66.0
70.0
15.8 %
15.8 %
17.9 %
15.1 %
15.7 %
- 7-Up
1.1
1.9
2.3
2.4
2.4
0.3 %
0.4 %
0.5 %
0.6 %
0.6 %
- Evervess
1.1
2.0
1.9
1.2
1.3
0.3 %
0.4 %
0.4 %
0.3 %
0.3 %
- Ivi
1.6
1.0
1.3
0.3
0.3
0.4 %
0.2 %
0.3 %
0.1 %
0.1 %
- Mirinda
5.0
5.6
4.7
4.3
4.5
1.2 %
1.2 %
1.0 %
1.0 %
1.0 %
- Pepsi-Cola
57.3
61.3
76.9
57.7
61.5
13.7 %
13.5 %
15.8 %
13.2 %
13.8 %
Rodic
69.8
65.7
60.0
54.6
34.1
16.7 %
14.5 %
12.3 %
12.5 %
7.7 %
- Alpela
1.4
1.3
1.5
1.5
1.7
0.3 %
0.3 %
0.3 %
0.3 %
0.4 %
- Frutella
68.4
64.4
58.5
53.1
32.3
16.3 %
14.2 %
12.0 %
12.2 %
7.3 %
Sinalco
30.6
33.9
46.1
32.2
28.1
7.3 %
7.5 %
9.5 %
7.4 %
6.3 %
- Sinalco
30.6
33.9
46.1
32.2
28.1
7.3 %
7.5 %
9.5 %
7.4 %
6.3 %
Voda Vrnjci
12.2
13.5
16.6
14.4
14.8
2.9 %
3.0 %
3.4 %
3.3 %
3.3 %
- Vrncji
12.2
13.5
16.6
14.4
14.8
2.9 %
3.0 %
3.4 %
3.3 %
3.3 %
Others
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
418.8
454.0
487.1
435.7
444.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
A&P
66.2
71.8
87.0
66.0
70.0
15.8 %
15.8 %
17.9 %
15.1 %
15.7 %
- 7-Up
1.1
1.9
2.3
2.4
2.4
0.3 %
0.4 %
0.5 %
0.6 %
0.6 %
- Evervess
1.1
2.0
1.9
1.2
1.3
0.3 %
0.4 %
0.4 %
0.3 %
0.3 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
- Ivi
1.6
1.0
1.3
0.3
0.3
0.4 %
0.2 %
0.3 %
0.1 %
0.1 %
- Lex
0.0
- Mirinda
5.0
5.6
4.7
4.3
4.5
1.2 %
1.2 %
1.0 %
1.0 %
1.0 %
57.3
61.3
76.9
57.7
61.5
13.7 %
13.5 %
15.8 %
13.2 %
13.8 %
Apatinska Pivara
4.3
4.2
2.2
1.6
0.0
1.0 %
0.9 %
0.4 %
0.4 %
0.0 %
- Alpina (Alpina)
2.3
1.2
0.2
0.2
0.0
0.6 %
0.3 %
0.0 %
0.0 %
0.0 %
- Apa
1.9
3.0
2.0
1.4
0.0
0.5 %
0.6 %
0.4 %
0.3 %
0.0 %
Bip Belgrade
3.7
2.4
1.6
0.6
0.4
0.9 %
0.5 %
0.3 %
0.1 %
0.1 %
- Bip
0.6
0.2
0.2
0.1
0.1
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
- Bipsi
3.1
2.2
1.4
0.5
0.3
0.7 %
0.5 %
0.3 %
0.1 %
0.1 %
Heba
3.1
1.6
0.7
0.7 %
0.4 %
0.2 %
- Hevita
3.1
1.6
0.7
0.7 %
0.4 %
0.2 %
IBP
188.0
223.8
237.5
237.0
244.1
44.9 %
49.3 %
48.7 %
54.4 %
54.9 %
- Coca-Cola
140.9
165.0
177.7
177.3
181.1
33.6 %
36.4 %
36.5 %
40.7 %
40.7 %
- Fanta
25.5
29.6
29.6
30.4
34.5
6.1 %
6.5 %
6.1 %
7.0 %
7.8 %
- Schweppes
16.6
22.6
21.9
19.9
19.0
4.0 %
5.0 %
4.5 %
4.6 %
4.3 %
- Sprite
5.1
6.6
8.3
9.4
9.5
1.2 %
1.4 %
1.7 %
2.2 %
2.1 %
Knjaz Milos
4.4
6.8
6.4
5.7
10.4
1.1 %
1.5 %
1.3 %
1.3 %
2.3 %
- Golf
4.4
6.8
6.2
5.6
10.4
1.1 %
1.5 %
1.3 %
1.3 %
2.3 %
0.2
0.2
0.0
0.0 %
0.0 %
0.0 %
- Pepsi-Cola
0.0 %
- Knjaz Milos
Meridjian
0.3
0.1
0.1 %
0.0 %
- Em
0.3
0.1
0.1 %
0.0 %
Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
- Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
20.4
10.8
8.3
7.3
9.8
4.9 %
2.4 %
1.7 %
1.7 %
2.2 %
0.2
0.2
0.3
0.3
0.4
0.0 %
0.0 %
0.1 %
0.1 %
0.1 %
- Others
20.2
10.6
8.0
7.0
9.4
4.8 %
2.3 %
1.6 %
1.6 %
2.1 %
Palanacki Kiseljack
11.8
13.7
16.7
15.4
20.3
2.8 %
3.0 %
3.4 %
3.5 %
4.6 %
- Cockta
10.6
12.8
16.5
15.2
19.0
2.5 %
2.8 %
3.4 %
3.5 %
4.3 %
- Jupi
0.6
0.3
0.2
0.2
1.3
0.1 %
0.1 %
0.0 %
0.0 %
0.3 %
- Yu
0.6
0.6
0.1 %
0.1 %
Rodic
69.8
65.7
60.0
54.6
34.1
16.7 %
14.5 %
12.3 %
12.5 %
7.7 %
- Alpela
1.4
1.3
1.5
1.5
1.7
0.3 %
0.3 %
0.3 %
0.3 %
0.4 %
- Frutella
68.4
64.4
58.5
53.1
32.3
16.3 %
14.2 %
12.0 %
12.2 %
7.3 %
Si & Si (Sinalco)
30.6
33.9
46.1
32.2
7.3 %
7.5 %
9.5 %
7.4 %
Others
PDF Editor
Million Litres
- Sinalco
% Share
2006
2007
2008
2009
30.6
33.9
46.1
32.2
2010
2006
2007
2008
2009
7.3 %
7.5 %
9.5 %
7.4 %
2010
28.1
6.3 %
- Sinalco
28.1
6.3 %
Voda Vrnjci
12.2
13.6
16.7
14.4
- Elixir Natura
26.5
2.9 %
3.0 %
3.4 %
3.3 %
1.1
- Jagodinska Pivara
0.1
0.2 %
0.1
0.0 %
- Na Eks
0.0 %
10.6
- Vrncji
12.2
13.5
16.6
14.4
14.8
6.0 %
2.4 %
2.9 %
3.0 %
3.4 %
3.3 %
3.3 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
418.8
454.0
487.1
435.7
444.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Coca-Cola
188.0
223.8
237.5
237.0
244.1
44.9 %
49.3 %
48.7 %
54.4 %
54.9 %
PepsiCo
66.2
71.8
87.0
66.0
70.0
15.8 %
15.8 %
17.9 %
15.1 %
15.7 %
Rodic
69.8
65.7
60.0
54.6
34.1
16.7 %
14.5 %
12.3 %
12.5 %
7.7 %
Sinalco
30.6
33.9
46.1
32.2
28.1
7.3 %
7.5 %
9.5 %
7.4 %
6.3 %
Droga Kolinska
11.8
13.7
16.7
15.4
20.3
2.8 %
3.0 %
3.4 %
3.5 %
4.6 %
Voda Vrnjci
12.2
13.5
16.6
14.4
14.8
2.9 %
3.0 %
3.4 %
3.3 %
3.3 %
Bahus
10.6
Knjaz Milos
4.4
6.8
6.4
5.7
10.4
2.4 %
1.1 %
1.5 %
1.3 %
1.3 %
1.1
2.3 %
0.2 %
Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
Bip Belgrade
3.7
2.4
1.6
0.6
0.4
0.9 %
0.5 %
0.3 %
0.1 %
0.1 %
1.6
0.0
0.4 %
0.0 %
1.7 %
2.2 %
A-BInBev
Jagodinska Pivara
0.1
0.1
0.0 %
0.0 %
InBev
4.3
4.2
2.2
1.0 %
0.9 %
0.4 %
Heba
3.1
1.6
0.7
0.7 %
0.4 %
0.2 %
Meridjian
0.3
0.1
0.1 %
0.0 %
A&P
0.0
Others
20.4
0.0 %
10.8
8.3
7.3
PDF Editor
9.8
4.9 %
2.4 %
1.7 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
418.8
454.0
487.1
435.7
444.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
IBP
188.0
223.8
237.5
237.0
244.1
44.9 %
49.3 %
48.7 %
54.4 %
54.9 %
A&P
66.2
71.8
87.0
66.0
70.0
15.8 %
15.8 %
17.9 %
15.1 %
15.7 %
Rodic
69.8
65.7
60.0
54.6
34.1
16.7 %
14.5 %
12.3 %
12.5 %
7.7 %
28.1
6.3 %
Voda Vrnjci
12.2
13.6
16.7
14.4
26.5
2.9 %
3.0 %
3.4 %
3.3 %
6.0 %
Palanacki Kiseljack
11.8
13.7
16.7
15.4
20.3
2.8 %
3.0 %
3.4 %
3.5 %
4.6 %
Knjaz Milos
4.4
6.8
6.4
5.7
10.4
1.1 %
1.5 %
1.3 %
1.3 %
2.3 %
Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
Bip Belgrade
3.7
2.4
1.6
0.6
0.4
0.9 %
0.5 %
0.3 %
0.1 %
0.1 %
Apatinska Pivara
4.3
4.2
2.2
1.6
0.0
1.0 %
0.9 %
0.4 %
0.4 %
0.0 %
Heba
3.1
1.6
0.7
0.7 %
0.4 %
0.2 %
Meridjian
0.3
0.1
0.1 %
0.0 %
Si & Si (Sinalco)
30.6
33.9
46.1
32.2
7.3 %
7.5 %
9.5 %
7.4 %
Others
20.4
10.8
8.3
7.3
4.9 %
2.4 %
1.7 %
1.7 %
2.2 %
9.8
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Carbonates
454.0
487.1
435.7
444.5
453.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
420.1
455.8
409.0
419.3
426.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.1
0.1
0.1
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Bottle
0.1
0.1
0.1
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- 25cl
0.1
0.1
0.1
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Metal
22.1
25.0
20.2
16.4
16.5
4.9 %
5.1 %
4.6 %
3.7 %
3.6 %
- Tank
0.1
0.1
0.1
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- 1800cl
0.1
0.1
0.1
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
22.0
25.0
20.1
16.4
16.5
4.9 %
5.1 %
4.6 %
3.7 %
3.6 %
0.1
0.1
0.0 %
0.0 %
- 25cl
0.8
1.0
0.8
1.4
1.4
0.2 %
0.2 %
0.2 %
0.3 %
0.3 %
- 33cl
21.2
24.0
19.3
14.9
15.0
4.7 %
4.9 %
4.4 %
3.4 %
3.3 %
- Glass
- Can
- 15cl
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
397.8
430.7
388.6
402.9
409.9
87.6 %
88.4 %
89.2 %
90.6 %
90.5 %
397.8
430.7
388.6
402.9
409.9
87.6 %
88.4 %
89.2 %
90.6 %
90.5 %
- 33cl
3.7
3.1
1.2
1.9
2.0
0.8 %
0.6 %
0.3 %
0.4 %
0.4 %
- 50cl
21.6
23.2
22.1
21.3
21.5
4.7 %
4.8 %
5.1 %
4.8 %
4.7 %
- PET
- Bottle
- 70cl
0.1
0.1
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- 100cl
15.8
16.3
17.1
16.1
16.2
3.5 %
3.3 %
3.9 %
3.6 %
3.6 %
- 150cl
58.2
60.5
46.1
47.0
48.0
12.8 %
12.4 %
10.6 %
10.6 %
10.6 %
- 200cl
249.1
259.9
278.1
304.9
312.2
54.9 %
53.4 %
63.8 %
68.6 %
68.9 %
- 250cl
49.4
67.5
24.0
11.7
10.0
10.9 %
13.9 %
5.5 %
2.6 %
2.2 %
Total Refillable
33.9
31.3
26.8
25.2
26.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Glass
32.3
29.5
24.7
22.7
23.5
7.1 %
6.1 %
5.7 %
5.1 %
5.2 %
32.3
29.5
24.7
22.7
23.5
7.1 %
6.1 %
5.7 %
5.1 %
5.2 %
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
- 25cl
29.2
27.6
23.4
21.7
22.8
6.4 %
5.7 %
5.4 %
4.9 %
5.0 %
- 33cl
1.1
1.1
0.7
0.4
0.3
0.2 %
0.2 %
0.2 %
0.1 %
0.1 %
- 100cl
2.0
0.8
0.5
0.5
0.4
0.4 %
0.2 %
0.1 %
0.1 %
0.1 %
- Metal
1.7
1.8
2.1
2.5
3.0
0.4 %
0.4 %
0.5 %
0.6 %
0.7 %
- Tank
1.7
1.8
2.1
2.5
3.0
0.4 %
0.4 %
0.5 %
0.6 %
0.7 %
- 1800cl
1.7
1.8
2.1
2.5
3.0
0.4 %
0.4 %
0.5 %
0.6 %
0.7 %
- Bottle
- 20cl
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
454.0
487.1
435.7
444.4
453.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
425.1
456.8
409.3
417.4
424.7
93.6 %
93.8 %
93.9 %
93.9 %
93.7 %
On-Premise
28.9
30.3
26.4
27.0
28.4
6.4 %
6.2 %
6.1 %
6.1 %
6.3 %
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Chart - Juice Leading Trademark Owners & Private Label, 2010 ...................................................................... 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Juice Trademarks 2008-2010 ............................................................................................................... 3
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 4
New Products 2010 ............................................................................................................................................. 5
Juice New Products 2010 ................................................................................................................................... 5
Juice New Products Photo Shots 2010 ............................................................................................................... 5
Juice Trademark Owners and Local Operators .................................................................................................. 6
Juice Selected Off-Premise Prices, 2009-2011 .................................................................................................. 6
Juice Selected On-Premise Prices, 2009-2011 .................................................................................................. 7
Juice Production/Trade/Consumption, 2000-2011F ........................................................................................... 7
Juice Foreign Trade By Country (Imports), 2007-2011F .................................................................................... 7
Juice Foreign Trade By Country (Exports), 2007-2011F .................................................................................... 8
Juice Consumption by Segment, 2007-2011F .................................................................................................... 8
Juice Consumption by Flavour, 2007-2011F ...................................................................................................... 8
Juice All Trademarks, 2006-2010 ....................................................................................................................... 9
Juice Brands by Segment, 2006-2010 ................................................................................................................ 9
Juice Private Label Brands by Segment, 2006-2010 ........................................................................................ 10
Juice Brands by Flavour, 2006-2010 ................................................................................................................ 10
Juice All Trademark Owners, 2006-2010 .......................................................................................................... 14
Juice All Local Operators, 2006-2010 ............................................................................................................... 15
Juice Leading Trademark Owners, 2006-2010 ................................................................................................. 16
Juice Leading Local Operators, 2006-2010 ...................................................................................................... 17
Juice Consumption by Pack Mix: Stability/Refillability, 2007-2011F................................................................. 17
Juice Consumption by Pack Mix: Refillability/Stability, 2007-2011F................................................................. 18
Juice Consumption by Pack Mix: Stability/Pack/Size, 2007-2011F .................................................................. 18
Juice Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F ............................................................. 19
Juice Distribution: On vs Off Premise, 2007-2011F .......................................................................................... 20
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Market Size
Million Litres
Litres Per
Capita
25.8
3.5
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
0.0 %
-5.1 %
-3.5 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
5,443.74
211.44
75.72
2.94
Segmentation 2010
Ambient
Consumption 2010
Growth
Market Value
% Share
100.0 %
Distribution 2010
Off-Premise
On-Premise
% Share
85.3 %
14.7 %
Packaging 2010
Board
Glass
Metal
% Share
89.8 %
9.5 %
0.7 %
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Economic pressure and high price levels drove down overall consumption by 4% in 2010.
The category targeted consumers by raising awareness of healthier alternatives. However consumers
responded by feeling that juice did not justify its premium price; high income consumers moved to
unpackaged squeezed juice rather than packaged juice. Middle classes switched to nectars or still drinks,
which were cheaper.
Larger pack sizes and smaller producers with a lower price per litre prevented a sharper drop.
Outlook
5% growth is expected in 2011 as consumer confidence strengthens. The NFC segment is expected to
compensate for any negative trends from the core segment.
Segmentation
Orange (35%) and apple (22%) were the dominant flavours. Apple growth was driven by the new NFC
launches from Next, Nectar and Fruvita. Third place was reserved for peach. All others flavours accounted for
less then 33%.
Unpackaged squeezed fresh juice was on offer in most urban modern retailers, but with negligible volumes.
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
Next
Coca-Cola
7.5
7.5
7.5
Nectar
Happy Day
Nectar
12.9
7.9
7.5
Rauch
1.2
1.5
1.6
Takovo
Swisslion
1.1
1.3
1.5
Fruvita
Fruvita
1.3
1.4
1.4
La Vita
Vino Zupa
1.2
1.1
1.3
DaGio
Duga Fruit
0.2
1.2
1.2
Verde
IB Team
0.3
0.7
0.8
Golf
Knjaz Milos
1.0
0.9
0.6
Minute Maid
Coca-Cola
0.3
0.4
0.0
Leading brands Next and Nectar had a similar share of around 29% of the market. Happy Day (Rauch),
Fruvita, and Takovo (Swisslion) followed with less than 7% market share each.
The sharpest increase was seen by Takovo, with a 15% increase due to the better pricing and distribution
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structures. Verde (IB Team) and DaGio (Duga Fruit) also recorded slight growth.

K Plus (Idea Private Label) entered the category with a price differentiation of over 10-15%. Private Label
lines increased by 29% in 2010, but from a small base. The overall market share of 2% is unlikely to change
soon.
Marketing
Four leading brands, Next, Rauch, Fruvita and Nectar all invested in above the line activities during 2010.
Their focus was a NFC segment in order to strengthen their brand image, but it did not bring expected
volumes in this subcategory.
Pricing/Valuation
Besides minor volumes, Fructals (imported brand) prices increased by far the most. On average, prices
increased by 8%. Again, under slow currency devaluation and as part of a sales strategy Nectar was the last
brand to increase prices in Q3-10, which had a positive volume effect. On the other hand, Rauch as the first
mover, suffered for almost three months with high prices and low sales.
Packaging
Carton (89%) was the dominant pack material in this category. 150cl carton grew by 6% while glass fell by
1%, as the most common EDA pack. Consumers were moving to the 150cl as there was more perceived
value from that size.
Distribution
Off-premise was the most dominant but declined by 2% where only the convenience channel showed an
increase of 8%.
On-premise recorded a drop of 12%, with the exception of EDA which increased by 2%. The fall in onpremise was mainly driven by the decline of the QSR channel. Serbian consumers were not attracted to
QSRs in 2010 and this looks set to continue.
PDF Editor
New Products 2010
Company
Coca-Cola
Brand
Next
Premium
Fruvita
Fruvita
Premium
K plus (PL)
IDEA
Nectar
Nectar Life
Unique
Flavour(s)
Apple, orange,
multivitamin,
peach, apricot,
pineapple,
strawberry
Cloudy Apple
NFC
Orange,
multivitamin
Orange
Pack
Type/Size
Price
RSD45.90
RSD137.90
Comment
Coca-Cola created a new
visual identity for its juice
range - Next Premium
100cl carton
200cl carton
100cl carton
RSD129.99
RSD219.99
RSD76.99
100cl carton
RSD149.99
New Private Label brand for

IDEA retailer (see Figure 2)
Squeezed orange juice, NFC
(see see Figure 3)
Source : Canadean
Figure 1: Fruvita Premium Cloudy

Apply NFC Juice
Source : Canadean
PDF Editor
Figure 2 : K Plus 100%
Figure 3 : Nectar Life Unique
Trademark
Ultimate Owner
Local Operator
Aro
Metro
IB Team
DaGio
Duga Fruit
Duga Fruit
Fruvita
Fruvita
Fruvita
Golf
Knjaz Milos
Knjaz Milos
Happy Day
Rauch
Rauch
La Vita
Vino Zupa
Vino Zupa
Nectar
Nectar
Nectar
Next
Coca-Cola
Fresh & Co
Takovo
Swisslion
Swisslion Takovo
Verde
IB Team
IB Team
SOURCE: Canadean
BRAND

2009
2010
2011

2009
2010
2011
20
FRUCTAL (SLOVENIA)
36.80
49.35
184.00
246.75
20
GOLF
36.80
39.90
184.00
199.50
20
LA VITA
32.46
33.99
162.30
169.95
20
NECTAR
39.95
43.33
46.58
199.75
216.65
232.90
20
NEXT
43.39
48.23
50.90
216.95
241.15
254.50
20
RAUCH
52.06
55.40
57.00
260.30
277.00
285.00
20
HAPPY DAY
35.68
38.60
39.90
178.40
193.00
199.50
20
NEXT (COCA-COLA/FRESH & CO)
28.90
39.99
42.00
144.50
199.95
210.00
28.90
115.60
137.08
147.60
114.20
120.89
PACK TYPE/SIZE
(CL)
NR
GLASS
CARTON
(LONGLIFE)
25
FRUCTAL
100
FRUCTAL
100
HAPPY DAY (RAUCH)
100
LA VITA (VINOZUPA )
100
MOC PRIRODE NATURE
100
NECTAR
100
100
TAKOVO
100
VERDE
150
ARO ( METRO)
150
HAPPY DAY (RAUCH)
150
NECTAR
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52.79
263.95
34.27
36.90
114.20
120.89
108.90
124.99
136.90
108.90
124.99
136.90
60.90
88.50
95.90
60.90
88.50
95.90
121.90
124.99
130.90
121.90
124.99
130.90
115.90
129.99
131.90
115.90
129.99
131.90
95.00
99.99
104.41
95.00
99.99
104.41
72.90
72.90
95.08
114.90
95.08
114.90
106.20
109.58
70.80
73.05
145.73
143.75
154.00
97.15
95.83
102.67
154.90
126.35
133.90
103.27
84.23
89.27
BRAND

2009
2010
2011

2009
2010
2011
HAPPY DAY (RAUCH)
216.90
108.45
BRAND

2009
2010
2011
20
HAPPY DAY
200.00
195.00
210.00
1,000.00
975.00
1,050.00
20
NECTAR LIFE
140.00
155.00
165.00
700.00
775.00
825.00
20
140.00
155.00
165.00
700.00
775.00
825.00
20
PAGO
170.00
185.00
195.00
850.00
925.00
975.00
PACK TYPE/SIZE
(CL)
200
219.99
230.00
110.00
115.00
SOURCE : Canadean
PACK TYPE/SIZE
(CL)
GLASS

2009
2010
2011
SOURCE : Canadean
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
9.9
16.6
21.2
23.6
33.2
34.9
46.1
50.6
53.7
39.9
36.8
38.8
Imports
1.0
1.0
0.4
0.1
0.2
0.3
0.2
0.2
0.2
Exports
3.3
10.4
9.5
18.3
20.6
22.8
13.3
11.1
11.7
21.4
23.8
25.9
27.9
30.3
31.1
26.8
25.8
27.2
Production
Consumption
9.9
16.6
21.2
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.2
0.3
0.2
0.2
0.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Austria
0.0
0.0
0.0
0.0
0.0
13.0 %
8.0 %
9.1 %
7.2 %
7.0 %
Others
0.2
0.2
0.2
0.2
0.2
87.0 %
92.0 %
90.9 %
92.8 %
93.0 %
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
20.6
22.8
13.3
11.1
11.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Bosnia-Herzegovina
10.6
11.8
6.5
5.1
5.3
51.5 %
51.8 %
48.5 %
45.9 %
45.3 %
3.4
3.1
3.1
3.2
14.9 %
23.3 %
27.4 %
27.4 %
Montenegro
Macedonia
4.4
4.9
2.3
1.7
1.8
21.2 %
21.5 %
17.3 %
15.4 %
15.4 %
Kosovo
1.5
1.0
0.4
0.3
0.3
7.4 %
4.3 %
2.7 %
2.8 %
2.6 %
Others
4.1
1.7
1.1
1.0
1.1
19.9 %
7.5 %
8.3 %
8.5 %
9.4 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
30.3
31.1
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Not from

Concentrate
2.1
2.1
1.8
3.3
3.6
6.9 %
6.7 %
6.7 %
12.7 %
13.2 %
- Ambient
2.1
2.1
1.8
3.3
3.6
6.9 %
6.7 %
6.7 %
12.7 %
13.2 %
Total From Concentrate
28.2
29.1
25.0
22.6
23.6
93.1 %
93.3 %
93.3 %
87.3 %
86.8 %
- Ambient
28.2
29.1
25.0
22.6
23.6
93.1 %
93.3 %
93.3 %
87.3 %
86.8 %
Total
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
30.3
31.1
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Orange
10.6
11.4
9.9
9.2
9.4
35.0 %
36.5 %
37.1 %
35.4 %
34.7 %
Apple
8.7
7.5
5.5
5.8
6.0
28.6 %
24.1 %
20.5 %
22.4 %
21.9 %
Peach
3.3
3.1
2.8
2.6
2.9
10.9 %
9.9 %
10.3 %
9.9 %
10.6 %
Flavour Mixes
2.0
2.7
2.4
2.4
2.7
6.6 %
8.6 %
9.1 %
9.4 %
9.9 %
Other Fruit
0.7
1.7
1.1
1.7
1.7
2.1 %
5.5 %
4.1 %
6.5 %
6.2 %
Pineapple
1.0
1.3
1.2
1.0
1.0
3.2 %
4.3 %
4.5 %
3.8 %
3.8 %
Tomato
1.4
1.2
1.0
1.0
1.1
4.7 %
4.0 %
3.7 %
3.8 %
4.2 %
Grapefruit
0.6
0.5
0.9
0.9
0.9
2.1 %
1.7 %
3.2 %
3.3 %
3.5 %
Berries
1.2
0.8
0.7
0.4
0.5
4.1 %
2.7 %
2.6 %
1.7 %
1.7 %
0.4
0.4
0.4
1.6 %
1.6 %
1.6 %
0.5
0.3
0.3
2.0 %
1.2 %
1.1 %
0.2
0.2
0.2
0.9 %
0.7 %
0.7 %
0.1
0.1
0.1
0.4 %
0.2 %
0.2 %
Vegetable
Apricot
0.2
0.3
Pear
Cherry
0.6
0.6
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0.7 %
2.0 %
0.9 %
1.9 %
Million Litres
2007
2008
2009
% Share
2010
2011F
2007
2008
2009
2010
2011F
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Next
5.7
8.1
7.5
7.5
7.5
20.3 %
26.6 %
24.1 %
27.9 %
29.0 %
Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
1.3
1.1
1.3
1.5
4.2 %
3.5 %
4.8 %
5.7 %
1.3
1.4
1.4
4.1 %
5.2 %
5.4 %
1.5
1.2
1.1
1.3
4.8 %
3.7 %
4.3 %
5.0 %
DaGio
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
Verde
0.3
0.3
0.7
0.8
1.0 %
1.1 %
2.6 %
2.9 %
1.0
1.0
0.9
0.6
3.2 %
3.3 %
3.4 %
2.2 %
0.0
0.0
0.1 %
0.1 %
Happy Day
Takovo
2.1
Fruvita
La Vita
Golf
2.5
1.3
Aro
Minute Maid
Moc Prirode
3.7
Ritam
0.3
0.3
0.4
0.0
0.5
0.1
0.1
0.0
2.1
1.0
0.0
0.0
7.6 %
9.0 %
4.6 %
13.4 %
0.9 %
1.1 %
1.6 %
0.0 %
1.6 %
0.4 %
0.2 %
0.0 %
7.1 %
3.0 %
0.1 %
0.0 %
Bip
0.5
0.3
0.1
1.6 %
0.9 %
0.3 %
Hello
0.8
0.3
0.1
2.9 %
1.0 %
0.2 %
Meridijan
0.2
0.1
0.0
0.7 %
0.2 %
0.1 %
Su Voce
0.2
0.0
0.8 %
0.0 %
Others
1.4
1.3
2.5
2.3
2.0
5.0 %
4.4 %
7.9 %
8.5 %
7.9 %
Other Private Label
0.1
0.1
0.4
0.4
0.6
0.2 %
0.3 %
1.2 %
1.6 %
2.2 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Juice
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Ambient
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Next
5.7
8.1
7.5
7.5
7.5
20.3 %
26.6 %
24.1 %
27.9 %
29.0 %
- Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
- Others
1.4
1.3
2.5
2.3
2.0
5.0 %
4.4 %
7.9 %
8.5 %
7.9 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
- Takovo
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
- La Vita
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
- Happy Day
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
- DaGio
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
1.3
1.4
1.4
4.1 %
5.2 %
5.4 %
0.3
0.3
0.7
0.8
1.0 %
1.1 %
2.6 %
2.9 %
- Fruvita
- Verde
- Golf
1.3
1.0
1.0
0.9
0.6
4.6 %
3.2 %
3.3 %
3.4 %
2.2 %
0.1
0.1
0.4
0.4
0.6
0.2 %
0.3 %
1.2 %
1.6 %
2.2 %
0.0
0.0
0.1 %
0.1 %
- Aro
- Minute Maid
- Moc Prirode
3.7
- Ritam
0.3
0.3
0.4
0.0
0.5
0.1
0.1
0.0
2.1
1.0
0.0
0.0
- Su Voce
0.2
0.0
- Bip
0.5
0.3
- Hello
0.8
- Meridijan
0.2
13.4 %
0.9 %
1.1 %
1.6 %
0.0 %
1.6 %
0.4 %
0.2 %
0.0 %
7.1 %
3.0 %
0.1 %
0.0 %
0.8 %
0.0 %
0.1
1.6 %
0.9 %
0.3 %
0.3
0.1
2.9 %
1.0 %
0.2 %
0.1
0.0
0.7 %
0.2 %
0.1 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Juice
0.1
0.1
0.4
0.5
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Ambient
0.1
0.1
0.4
0.5
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.1
0.1
0.4
0.4
0.6
100.0 %
100.0 %
100.0 %
93.3 %
96.6 %
0.0
0.0
6.7 %
3.4 %
- Aro
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Orange
9.2
10.6
11.4
9.9
9.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Next Premium
2.1
3.1
2.7
2.7
2.7
22.8 %
29.7 %
24.2 %
27.3 %
29.5 %
2.3
2.1
1.3
1.6
21.8 %
18.2 %
13.4 %
17.8 %
1.7
2.1
1.5
1.1
15.6 %
18.8 %
14.7 %
12.5 %
Total
- Nectar Life
- Nectar
2.6
PDF Editor
27.6 %
Million Litres
2006
- Happy Day
% Share
2007
2008
2009
2010
0.4
0.5
0.9
1.0
2006
2007
2008
2009
2010
3.3 %
4.5 %
9.0 %
10.8 %
- Others
0.3
0.4
0.6
0.6
0.6
3.0 %
3.8 %
5.3 %
6.0 %
6.3 %
- Golf
1.1
0.7
0.6
0.6
0.4
11.4 %
6.3 %
5.5 %
6.0 %
4.7 %
0.3
0.3
0.4
0.4
2.5 %
2.5 %
3.6 %
4.1 %
0.2
0.2
0.3
1.9 %
2.5 %
3.5 %
0.1
0.2
0.2
1.1 %
2.1 %
1.9 %
- Fruvita Premium
0.8
0.4
0.3
6.6 %
4.4 %
2.9 %
- Takovo
0.1
0.2
0.2
1.0 %
2.1 %
1.7 %
0.2
0.2
2.2 %
2.2 %
0.1
0.1
0.9 %
1.1 %
- La Vita 5
0.1
0.1
0.6 %
0.7 %
- Aro
0.0
0.0
0.3 %
0.2 %
- Verde
- Other PL
- La Vita
0.6
0.2
- Nectar Fit
- Nectar Kids
0.4
6.1 %
1.4 %
3.9 %
- DaGio
0.4
0.1
0.0
0.0
3.3 %
0.9 %
0.1 %
0.1 %
- Minute Maid
0.3
0.3
0.4
0.0
2.7 %
3.0 %
4.2 %
0.0 %
- Moc Prirode
0.8
0.1
0.0
0.0
0.0
8.8 %
1.1 %
0.3 %
0.1 %
0.0 %
- Takovo Gold
0.4
0.3
0.1
0.1
0.0
4.3 %
3.0 %
1.0 %
0.5 %
0.0 %
- Su Voce
0.1
0.0
1.1 %
0.0 %
- Bip
0.5
0.3
0.1
4.9 %
2.5 %
0.9 %
- Hello
0.8
0.3
0.1
8.6 %
2.8 %
0.4 %
- Meridijan
0.1
0.0
0.0
1.5 %
0.2 %
0.2 %
Total Apple
6.9
8.7
7.5
5.5
5.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Next Premium
1.2
1.6
1.5
1.5
1.5
17.3 %
18.8 %
20.5 %
27.6 %
26.4 %
2.5
2.0
1.2
1.2
29.0 %
26.7 %
21.7 %
21.1 %
1.4
1.8
0.9
0.9
16.2 %
24.0 %
16.5 %
15.2 %
0.5
0.3
0.7
6.3 %
5.4 %
12.6 %
0.3
0.3
0.3
0.3
3.0 %
4.7 %
5.8 %
5.3 %
0.2
0.2
0.3
0.3
2.5 %
2.2 %
4.7 %
5.0 %
1.0
0.2
0.3
0.2
11.3 %
2.5 %
4.9 %
2.9 %
- DaGio
0.1
0.2
0.2
1.3 %
4.0 %
3.5 %
- Verde
0.0
0.2
0.2
0.4 %
3.3 %
3.2 %
0.1
0.1
0.1
1.2 %
2.1 %
1.9 %
0.3
0.1
0.1
3.5 %
1.6 %
1.4 %
0.1
0.1
1.3 %
1.6 %
- Nectar Life
- Nectar
2.7
- Fruvita Premium
- Others
0.2
- Happy Day
- La Vita
- Takovo
1.5
0.2
- Nectar Kids
- La Vita 5
- Moc Prirode
1.0
- Ritam
0.1
0.0
0.0
0.0
1.5
0.5
0.0
0.0
- Su Voce
0.1
0.0
- Meridijan
0.1
0.0
PDF Editor
0.0
39.0 %
2.9 %
21.2 %
2.9 %
14.4 %
1.1 %
0.4 %
0.5 %
0.0 %
17.7 %
6.0 %
0.5 %
0.0 %
1.6 %
0.0 %
0.7 %
0.5 %
0.3 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Flavour Mixes
1.4
2.0
2.7
2.4
2.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Next Premium
0.6
1.3
1.4
1.3
1.3
46.4 %
64.4 %
52.2 %
52.9 %
54.6 %
- Nectar Life
0.6
0.5
0.4
0.4
28.1 %
18.7 %
16.7 %
16.5 %
- Happy Day
0.2
0.3
0.2
0.2
7.5 %
9.7 %
8.2 %
7.4 %
0.1
0.2
2.3 %
8.1 %
0.1
0.1
3.5 %
3.6 %
0.1
0.1
3.7 %
2.5 %
0.2
0.1
7.8 %
3.7 %
0.1
0.0
2.5 %
1.6 %
0.1
0.1
2.5 %
2.1 %
- La Vita
- Others
0.1
- Takovo
0.5
- Fruvita Premium
- Nectar Kids
0.4
- La Vita 5
3.7 %
35.8 %
15.7 %
- Nectar
0.3
Total Peach
2.6
3.3
3.1
2.8
2.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Next Premium
0.6
0.8
0.9
0.9
1.0
22.6 %
24.7 %
30.1 %
33.4 %
38.8 %
1.1
0.8
0.7
0.6
33.4 %
26.5 %
24.9 %
23.8 %
1.2
0.3
0.2
35.9 %
31.9 %
37.2 %
11.6 %
8.7 %
0.1
0.2
15.1 %
9.1 %
2.9 %
6.7 %
0.3
0.3
10.4 %
10.5 %
0.1
0.1
3.1 %
2.9 %
- Fruvita Premium
0.2
0.1
6.1 %
3.7 %
- La Vita 5
0.1
0.1
2.1 %
2.7 %
- Nectar Kids
0.1
0.0
2.2 %
1.6 %
0.1
0.0
2.9 %
3.3 %
0.7 %
100.0 %
100.0 %
100.0 %
2.9 %
9.2 %
40.7 %
- Nectar Life
17.9 %
- Nectar
1.0
1.1
- La Vita
0.4
0.3
- DaGio
- Others
0.1
0.1
- Takovo
0.2
0.1
- Moc Prirode
0.4
0.0
Total Other Fruit
1.6
0.7
- Takovo
0.4
- Others
0.4
- Other PL
0.1
3.8 %
3.2 %
7.6 %
15.1 %
0.9 %
100.0 %
1.7
1.1
1.7
100.0 %
0.1
0.1
0.7
27.2 %
0.5
0.7
0.6
0.5
25.5 %
76.9 %
38.2 %
54.1 %
30.0 %
0.1
0.2
0.2
0.2
3.2 %
15.4 %
8.8 %
15.5 %
14.4 %
0.9
0.2
0.3
50.0 %
21.2 %
15.0 %
- La Vita
- Moc Prirode
0.7
0.1
44.2 %
7.7 %
Total Pineapple
0.4
1.0
1.3
1.2
1.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Next Premium
0.4
0.6
0.4
0.4
0.5
100.0 %
58.2 %
33.2 %
32.8 %
48.7 %
0.2
0.2
0.1
0.1
15.7 %
11.3 %
10.5 %
10.6 %
- Golf
0.3
0.3
0.1
23.1 %
25.1 %
13.6 %
- Takovo
0.1
0.2
0.1
3.7 %
13.8 %
11.0 %
- Nectar Life
0.2
0.1
0.1
16.4 %
8.1 %
8.2 %
- Others
0.1
0.1
0.1
7.5 %
7.1 %
7.9 %
0.1
0.0
0.0
4.8 %
2.5 %
0.0 %
- Happy Day
- Takovo Gold
0.3
PDF Editor
26.1 %
Million Litres
2006
2007
2008
% Share
2009
2010
Total Vegetable
0.4
- DaGio
2006
2007
2008
2009
2010
0.4
100.0 %
100.0 %
0.4
0.4
100.0 %
100.0 %
Total Grapefruit
0.3
0.6
0.5
0.9
0.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.1
0.1
0.2
0.2
0.2
29.4 %
23.1 %
48.1 %
24.7 %
21.3 %
0.1
0.0
0.2
0.2
7.8 %
5.8 %
19.1 %
22.5 %
0.0
0.3
0.2
9.1 %
36.1 %
25.1 %
0.1
0.2
14.3 %
26.4 %
0.1
0.0
5.8 %
4.7 %
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
16.7 %
85.1 %
100.0 %
100.0 %
83.3 %
14.9 %
0.0 %
100.0 %
100.0 %
100.0 %
100.0 %
31.5 %
38.6 %
34.8 %
32.2 %
4.1 %
8.0 %
17.5 %
23.8 %
- Verde
- Fruvita Premium
- Next Premium
- Happy Day
- Golf
0.2
Total Pear
0.0
0.2
0.1
0.3
0.1
- Nectar Life
- Takovo
0.0
Total Cherry
0.2
- Others
0.1
- Ritam
70.6 %
0.2
0.2
0.2
0.2
23.4 %
17.8 %
45.8 %
19.3 %
100.0 %
100.0 %
0.6
0.6
0.6
0.1
0.1
100.0 %
0.1
0.1
0.1
66.7 %
0.5
0.0
0.0
- Takovo
0.1
33.3 %
Total Quince
0.0
100.0 %
- Takovo
0.0
100.0 %
Total Tomato
1.5
1.4
1.2
1.0
1.0
0.5
0.5
0.3
0.3
0.1
0.1
0.2
0.2
- Takovo
0.1
0.3
0.3
4.0 %
34.6 %
34.4 %
- Others
0.1
0.1
0.1
8.0 %
10.0 %
9.7 %
0.1
0.0
0.0
5.6 %
3.0 %
0.0 %
100.0 %
100.0 %
55.6 %
90.6 %
35.7 %
4.2 %
6.7 %
- Nectar Life
- Next Premium
0.1
- Moc Prirode
0.2
- Nectar
1.2
- La Vita
0.1
- Takovo Best
Total Apricot
1.8
0.2
100.0 %
100.0 %
3.8 %
10.1 %
13.3 %
80.4 %
0.0
5.7 %
0.7
0.4
0.2
0.3
0.5
0.3
0.3
0.3
0.1
0.0
0.0
- DaGio
- Nectar Life
100.0 %
2.1 %
49.0 %
35.7 %
100.0 %
100.0 %
- Others
0.1
0.0
0.0
0.0
0.0
5.6 %
5.3 %
3.8 %
1.6 %
2.3 %
- Next Premium
0.3
0.2
0.1
0.1
0.0
16.9 %
94.7 %
45.5 %
23.3 %
0.3 %
- Takovo
0.1
0.0
0.1
0.0
7.8 %
15.0 %
15.3 %
0.0 %
- Moc Prirode
0.4
19.5 %
- Nectar
0.9
50.2 %
Total Berries
1.9
100.0 %
100.0 %
100.0 %
100.0 %
59.2 %
59.4 %
44.3 %
62.3 %
- Nectar Life
1.2
0.8
0.7
0.4
0.7
0.5
0.3
0.3
PDF Editor
100.0 %
Million Litres
2006
2008
2009
2010
2006
0.1
0.1
0.1
5.4 %
- La Vita 5
0.0
- Nectar Kids
- Others
2007
% Share
0.1
0.4
0.2
2008
2009
2010
11.9 %
12.0 %
17.4 %
0.1
6.6 %
12.3 %
0.1
0.0
7.8 %
6.5 %
0.2
0.0
29.3 %
1.6 %
- Next Premium
0.4
- Moc Prirode
0.3
17.8 %
- Takovo
0.1
7.5 %
- Nectar
0.9
0.1
20.8 %
48.5 %
2007
30.3 %
28.7 %
10.5 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Agroekonomik
3.7
2.6
1.1
0.1
0.0
13.4 %
8.7 %
3.5 %
0.4 %
0.0 %
- Moc Prirode
3.7
0.5
0.1
0.1
0.0
13.4 %
1.6 %
0.4 %
0.2 %
0.0 %
2.1
1.0
0.0
0.0
7.1 %
3.0 %
0.1 %
0.0 %
Total
- Ritam
Bip Belgrade
0.5
0.3
0.1
1.6 %
0.9 %
0.3 %
- Bip
0.5
0.3
0.1
1.6 %
0.9 %
0.3 %
Coca-Cola
5.9
8.3
7.9
7.9
7.5
21.1 %
27.6 %
25.2 %
29.4 %
29.0 %
0.3
0.3
0.4
0.0
0.9 %
1.1 %
1.6 %
0.0 %
7.5
7.5
7.5
20.3 %
26.6 %
24.1 %
27.9 %
29.0 %
0.8 %
0.0 %
- Minute Maid
- Next
5.7
8.1
- Su Voce
0.2
0.0
Duga Fruit
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
- DaGio
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
0.3
1.3
1.4
1.4
1.0 %
4.2 %
5.2 %
5.4 %
1.3
1.4
1.4
4.1 %
5.2 %
5.4 %
Fruvita
0.8
- Fruvita
- Hello
0.8
0.3
0.1
IB Team
0.3
0.3
0.7
- Verde
0.3
0.3
2.9 %
2.9 %
1.0 %
0.2 %
0.8
1.0 %
1.1 %
2.6 %
2.9 %
0.7
0.8
1.0 %
1.1 %
2.6 %
2.9 %
Knjaz Milos
1.3
1.0
1.0
0.9
0.6
4.6 %
3.2 %
3.3 %
3.4 %
2.2 %
- Golf
1.3
1.0
1.0
0.9
0.6
4.6 %
3.2 %
3.3 %
3.4 %
2.2 %
Meridjian
0.2
0.1
0.0
0.7 %
0.2 %
0.1 %
- Meridijan
0.2
0.1
0.0
0.7 %
0.2 %
0.1 %
Metro
0.0
0.0
0.1 %
0.1 %
- Aro
0.0
0.0
0.1 %
0.1 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
- Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
Others
1.4
1.4
2.8
2.7
2.6
5.1 %
4.7 %
9.1 %
10.0 %
10.1 %
0.1
0.1
0.4
0.4
0.6
0.2 %
0.3 %
1.2 %
1.6 %
2.2 %
- Others
1.4
1.3
2.5
2.3
2.0
5.0 %
4.4 %
7.9 %
8.5 %
7.9 %
Rauch
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
- Happy Day
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
Swisslion
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
- Takovo
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
Vino Zupa
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
- La Vita
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Agroekonomik
3.7
2.6
1.1
0.1
0.0
13.4 %
8.7 %
3.5 %
0.4 %
0.0 %
- Moc Prirode
3.7
0.5
0.1
0.1
0.0
13.4 %
1.6 %
0.4 %
0.2 %
0.0 %
0.0
0.0
0.1 %
0.0 %
Total
2.1
1.0
7.1 %
3.0 %
Bip Belgrade
- Ritam
0.5
0.3
0.1
1.6 %
0.9 %
0.3 %
- Bip
0.5
0.3
0.1
1.6 %
0.9 %
0.3 %
Duga Fruit
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
- DaGio
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
Fresh & Co
5.9
8.1
7.5
7.5
7.5
21.1 %
26.6 %
24.1 %
27.9 %
29.0 %
- Next
5.7
8.1
7.5
7.5
7.5
20.3 %
26.6 %
24.1 %
27.9 %
29.0 %
- Su Voce
0.2
0.0
0.8 %
0.0 %
Fruvita
0.8
0.3
2.9 %
1.0 %
4.2 %
5.2 %
5.4 %
4.1 %
5.2 %
5.4 %
3.2 %
3.6 %
0.1 %
0.1 %
0.4 %
0.5 %
0.6 %
- Fruvita
- Hello
IB Team
0.8
1.3
1.4
1.4
1.3
1.4
1.4
0.3
0.1
0.3
0.4
0.9
0.9
0.0
0.0
0.1
0.1
0.2
- Aro
2.9 %
1.0 %
0.2 %
1.0 %
1.4 %
- Verde
0.3
0.3
0.7
0.8
1.0 %
1.1 %
2.6 %
2.9 %
IBP
0.3
0.3
0.4
0.0
0.9 %
1.1 %
1.6 %
0.0 %
- Minute Maid
0.3
0.3
0.4
0.0
0.9 %
1.1 %
1.6 %
0.0 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Knjaz Milos
1.3
1.0
1.0
0.9
0.6
4.6 %
3.2 %
3.3 %
3.4 %
2.2 %
- Golf
1.3
1.0
1.0
0.9
0.6
4.6 %
3.2 %
3.3 %
3.4 %
2.2 %
Meridjian
0.2
0.1
0.0
0.7 %
0.2 %
0.1 %
- Meridijan
0.2
0.1
0.0
0.7 %
0.2 %
0.1 %
Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
- Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
Others
1.4
1.4
2.7
2.6
2.4
5.1 %
4.7 %
8.7 %
9.6 %
9.5 %
0.1
0.1
0.3
0.3
0.4
0.2 %
0.3 %
0.8 %
1.1 %
1.5 %
- Others
1.4
5.0 %
1.3
2.5
2.3
2.0
4.4 %
7.9 %
8.5 %
7.9 %
Rauch
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
- Happy Day
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
Swisslion Takovo
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
- Takovo
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
Vino Zupa
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
- La Vita
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Coca-Cola
5.9
8.3
7.9
7.9
7.5
21.1 %
27.6 %
25.2 %
29.4 %
29.0 %
Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
Total
Rauch
Swisslion
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
Fruvita
0.8
0.3
1.3
1.4
1.4
2.9 %
1.0 %
4.2 %
5.2 %
5.4 %
Vino Zupa
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
Duga Fruit
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
IB Team
0.3
0.3
0.7
0.8
1.0 %
1.1 %
2.6 %
2.9 %
1.0
1.0
0.9
0.6
3.2 %
3.3 %
3.4 %
2.2 %
0.0
0.0
0.1 %
0.1 %
0.1
0.0
0.4 %
0.0 %
10.0 %
10.1 %
Knjaz Milos
1.3
Metro
Agroekonomik
3.7
2.6
1.1
Meridjian
0.2
0.1
Bip Belgrade
0.5
Others
1.4
4.6 %
13.4 %
8.7 %
3.5 %
0.0
0.7 %
0.2 %
0.1 %
0.3
0.1
1.6 %
0.9 %
0.3 %
1.4
2.8
5.1 %
4.7 %
9.1 %
2.7
PDF Editor
2.6
Million Litres
2006
2007
2008
% Share
2009
2010
2006
2007
2008
2009
2010
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Fresh & Co
5.9
8.1
7.5
7.5
7.5
21.1 %
26.6 %
24.1 %
27.9 %
29.0 %
Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
Total
Rauch
Swisslion Takovo
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
Fruvita
0.8
0.3
1.3
1.4
1.4
2.9 %
1.0 %
4.2 %
5.2 %
5.4 %
Vino Zupa
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
Duga Fruit
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
IB Team
0.3
0.4
0.9
0.9
1.0 %
1.4 %
3.2 %
3.6 %
Knjaz Milos
1.3
1.0
1.0
0.9
0.6
4.6 %
3.2 %
3.3 %
3.4 %
2.2 %
Agroekonomik
3.7
2.6
1.1
0.1
0.0
13.4 %
8.7 %
3.5 %
0.4 %
0.0 %
0.3
0.3
0.4
0.0
0.9 %
1.1 %
1.6 %
0.0 %
9.6 %
9.5 %
IBP
Bip Belgrade
0.5
0.3
0.1
1.6 %
0.9 %
0.3 %
Meridjian
0.2
0.1
0.0
0.7 %
0.2 %
0.1 %
Others
1.4
1.4
2.7
5.1 %
4.7 %
8.7 %
2.6
2.4
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
30.3
31.1
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Long Life
30.3
31.1
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Non-Refillable
30.0
30.8
26.8
25.8
27.2
99.1 %
99.0 %
100.0 %
100.0 %
100.0 %
0.3
0.3
0.9 %
1.0 %
- Refillable
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
30.3
31.1
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Non-Refillable
30.0
30.8
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Long Life
30.0
30.8
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Refillable
0.3
0.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Long Life
0.3
0.3
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Juice
30.3
31.1
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Long Life
30.3
31.1
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Board
27.8
28.6
24.1
23.1
24.5
91.9 %
91.8 %
90.1 %
89.8 %
89.8 %
27.8
28.6
23.7
22.8
24.2
91.9 %
91.8 %
88.5 %
88.6 %
88.8 %
- 20cl
2.7
2.7
1.4
1.4
1.5
8.8 %
8.7 %
5.1 %
5.5 %
5.5 %
- 25cl
1.0
1.2
0.6
0.6
0.6
3.5 %
3.7 %
2.2 %
2.2 %
2.2 %
0.2
0.1
0.2
0.6 %
0.6 %
0.6 %
- Carton
- 33cl
- 100cl
21.3
21.7
18.4
17.3
18.3
70.2 %
69.7 %
68.6 %
67.2 %
67.1 %
- 150cl
2.6
2.8
3.0
3.1
3.4
8.7 %
9.0 %
11.0 %
12.1 %
12.3 %
- 200cl
0.2
0.2
0.3
0.2
0.3
0.6 %
0.6 %
1.0 %
0.9 %
1.1 %
- Bag in Box
0.4
0.3
0.3
1.6 %
1.2 %
1.0 %
- 100cl
0.2
0.1
0.1
0.8 %
0.4 %
0.3 %
- 650cl
0.2
0.2
0.2
0.8 %
0.8 %
0.7 %
- Glass
- Bottle
2.2
2.1
2.5
2.4
2.6
7.2 %
6.9 %
9.2 %
9.5 %
9.6 %
2.2
2.1
2.5
2.4
2.6
7.2 %
6.9 %
9.2 %
9.5 %
9.6 %
1.4
1.4
1.4
5.2 %
5.2 %
5.1 %
- 12.5cl
- 20cl
2.0
2.0
1.0
1.0
1.2
6.6 %
6.5 %
3.8 %
4.1 %
4.3 %
- 70cl
0.2
0.1
0.1
0.0
0.0
0.6 %
0.3 %
0.2 %
0.2 %
0.1 %
- Metal
0.3
0.4
0.2
0.2
0.2
0.9 %
1.3 %
0.7 %
0.7 %
0.6 %
- Tank
0.3
0.3
0.9 %
1.0 %
- 1800cl
0.3
0.3
0.9 %
1.0 %
- Can
0.1
0.2
0.2
0.2
0.3 %
0.7 %
0.7 %
0.6 %
- 33cl
0.1
0.2
0.2
0.2
0.3 %
0.7 %
0.7 %
0.6 %
PDF Editor
Million Litres
2007
2008
2009
% Share
2010
2011F
2007
2008
2009
2010
2011F
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Juice
30.3
31.1
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
30.0
30.8
26.8
25.8
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Board
27.8
28.6
24.1
23.1
24.5
91.9 %
91.8 %
90.1 %
89.8 %
89.8 %
27.8
28.6
23.7
22.8
24.2
91.9 %
91.8 %
88.5 %
88.6 %
88.8 %
- 20cl
2.7
2.7
1.4
1.4
1.5
8.8 %
8.7 %
5.1 %
5.5 %
5.5 %
- 25cl
1.0
1.2
0.6
0.6
0.6
3.5 %
3.7 %
2.2 %
2.2 %
2.2 %
0.2
0.1
0.2
0.6 %
0.6 %
0.6 %
- Carton
- 33cl
- 100cl
21.3
21.7
18.4
17.3
18.3
70.2 %
69.7 %
68.6 %
67.2 %
67.1 %
- 150cl
2.6
2.8
3.0
3.1
3.4
8.7 %
9.0 %
11.0 %
12.1 %
12.3 %
- 200cl
0.2
0.2
0.3
0.2
0.3
0.6 %
0.6 %
1.0 %
0.9 %
1.1 %
- Bag in Box
0.4
0.3
0.3
1.6 %
1.2 %
1.0 %
- 100cl
0.2
0.1
0.1
0.8 %
0.4 %
0.3 %
- 650cl
0.2
0.2
0.2
0.8 %
0.8 %
0.7 %
- Glass
- Bottle
2.2
2.1
2.5
2.4
2.6
7.2 %
6.9 %
9.2 %
9.5 %
9.6 %
2.2
2.1
2.5
2.4
2.6
7.2 %
6.9 %
9.2 %
9.5 %
9.6 %
1.4
1.4
1.4
5.2 %
5.2 %
5.1 %
- 12.5cl
- 20cl
2.0
2.0
1.0
1.0
1.2
6.6 %
6.5 %
3.8 %
4.1 %
4.3 %
- 70cl
0.2
0.1
0.1
0.0
0.0
0.6 %
0.3 %
0.2 %
0.2 %
0.1 %
- Metal
0.1
0.2
0.2
0.2
0.3 %
0.7 %
0.7 %
0.6 %
- Can
0.1
0.2
0.2
0.2
0.3 %
0.7 %
0.7 %
0.6 %
- 33cl
0.1
0.2
0.2
0.2
0.3 %
0.7 %
0.7 %
0.6 %
100.0 %
100.0 %
100.0 %
Total Refillable
0.3
0.3
100.0 %
100.0 %
- Metal
0.3
0.3
0.9 %
1.0 %
- Tank
0.3
0.3
0.9 %
1.0 %
- 1800cl
0.3
0.3
0.9 %
1.0 %
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
30.3
31.2
26.8
25.7
27.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
24.5
25.1
22.5
22.0
23.8
81.1 %
80.7 %
83.9 %
85.3 %
87.4 %
On-Premise
5.7
6.0
4.3
3.8
3.4
18.9 %
19.3 %
16.1 %
14.7 %
12.6 %
PDF Editor
Chart - Nectars Leading Trademark Owners & Private Label, 2010 .................................................................. 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 4
Leading Nectars Trademarks 2008-2010 ........................................................................................................... 4
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 5
Distribution .......................................................................................................................................................... 5
New Products 2010 ............................................................................................................................................. 5
Nectars New Products 2010 ............................................................................................................................... 5
Nectars New Products Photo Shots 2010 ........................................................................................................... 5
Nectars Trademark Owners and Local Operators .............................................................................................. 6
Nectars Selected Off-Premise Prices, 2009-2011 .............................................................................................. 6
Nectars Selected On-Premise Prices, 2009-2011 .............................................................................................. 7
Nectars Production/Trade/Consumption, 2000-2011F ....................................................................................... 8
Nectars Foreign Trade By Country (Imports), 2007-2011F ................................................................................ 8
Nectars Foreign Trade By Country (Exports), 2007-2011F ................................................................................ 8
Nectars Consumption by Segment, 2007-2011F ................................................................................................ 8
Nectars Consumption by Flavour, 2007-2011F .................................................................................................. 9
Nectars All Trademarks, 2006-2010 ................................................................................................................... 9
Nectars Brands by Segment, 2006-2010 .......................................................................................................... 10
Nectars Private Label Brands by Segment, 2007-2010 .................................................................................... 11
Nectars Brands by Flavour, 2006-2010 ............................................................................................................ 11
Nectars Functional Brands, 2006-2010 ............................................................................................................ 17
Nectars All Trademark Owners, 2006-2010 ...................................................................................................... 17
Nectars All Local Operators, 2006-2010 ........................................................................................................... 18
Nectars Leading Trademark Owners, 2006-2010 ............................................................................................. 20
Nectars Leading Local Operators, 2006-2010 .................................................................................................. 20
Nectars Consumption by Pack Mix: Stability/Refillability, 2007-2011F............................................................. 21
Nectars Consumption by Pack Mix: Refillability/Stability, 2007-2011F............................................................. 21
Nectars Consumption by Pack Mix: Stability/Pack/Size, 2007-2011F .............................................................. 21
Nectars Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F ......................................................... 22
Nectars Distribution: On vs Off Premise, 2007-2011F ...................................................................................... 23
PDF Editor
Market Size
Million Litres
Litres Per
Capita
137.5
18.8
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
0.2 %
-3.0 %
-13.8 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
24,793.30
180.18
344.84
2.51
Consumption 2010
Growth
Market Value
Segmentation 2010
Ambient
% Share
100.0 %
Distribution 2010
Off-Premise
On-Premise
% Share
83.6 %
16.4 %
Packaging 2010
Board
PET
Glass
Other
% Share
86.6 %
10.1 %
3.3 %
0.0 %
PDF Editor

Slow recovery from the high levels of unemployment and a pessimistic attitude towards the economy in
general led to a drop in the sale of nectars of 14%.
Significant price discounts and large pack promotions were not able to compensate for a switch in
consumption to cheaper alternatives (still drinks and syrups). In order to fulfill the price requirement,
consumers also choose Private Label lines for more reasonable prices.
La Vita (Vino Zupa), the market leader, suffered the highest drop of 21%. The reason behind this was a
published report about the quality of some JNSD brands. A laboratory examined seven brands, Vino Zupa
was the lowest quality and that was communicated to the media after the testing. Vino Zupa have now
improved their quality but it was still facing difficulties from negative PR.
Vino Zupa also shifted its focus towards the development of an alcoholic range and repositioning its
distribution to the regional export markets. Although it had an improved beverage quality, recovery is
expected to be slow.
Outlook
The reason behind the expected 4% growth lies in the expected success of the new Next Classic (Coca-Cola)
in 200cl carton, launched in December 2010.
Adequate above the line and strong TCCC distribution power will mean the volume is more positive in 2011.
The expected increase in consumer confidence should create additional demand, too.
Segmentation
Peach and apple each had approximately 25% of the market share, both seeing declines in 2010, while
orange held a 9% share. Other fruit flavours and quince were the only flavours to make gains, as consumers
moved away from traditional flavours.
It is expected that optimisation of the flavour portfolio from the producers will bring less SKUs on the shelf.
PDF Editor
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
La Vita
Vino Zupa
45.2
48.7
37.5
Nectar
Nectar
42.4
31.7
29.7
Vocna Dolina
Fruvita
9.3
13.7
12.8
Vocne Kapi
Nectar
11.9
10.8
10.3
Frutta di Primavera
Fruvita
8.7
9.1
Next
Coca-Cola
7.6
8.1
8.4
Verde
IB Team
7.4
8.7
6.2
Hello
Fruvita
3.9
6.4
3.4
Takovo
Swisslion
8.3
3.8
2.7
DaGio
Duga Fruit
3.0
2.4
2.5
Despite the 23% drop, La Vita (Vino Zupa) was still the leading brand. Smaller brands, such as Takovo and
Verde both fell by 28%.
Functional Products
After a few years of growth since conception, functional nectars declined in 2010. TCCC trademark brands,
Next Buci Buci (with honey) and Next Body Time fell by 18% and 33% respectfully. Nectar functional brand
Nectar Plus also recorded a double digit drop of 12%.
This segment was perceived to be fashionable and helped to build up the company image and support
company awareness. One of the most important benefits for producers was the opportunity for creative and
innovative marketing strategies. Despite very high margins, the market remained niche.
Perceived as innovative and a prestige product by the producers, some smaller players planned to enter and
exploit the benefits of functional nectars. These plans have been temporarily postponed due to the slowed
consumption.

Private Label sales increased by 8% due to the much lower pricing. Private Label lines benefited from the
increased share of shelf space and improved Private Label flavour assortment.
Marketing
As a result of budget cuts, only TCCC and Nectar, invested more in marketing.
Pricing/Valuation
The presence of the economic crisis determined pricing as the leading argument in off-premise nectar
consumption.
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Packaging
Carton had an 87% share of the market and was decreasing, together with all other packs. Dramatic gains
were made by 200cl carton over several years, but this format performed poorly again in 2010. Next Classic
decided to adopt new packaging (200cl carton) at the end of 2010 in order to improve its presence in this
category.
Distribution
The off-premise was particularly hard hit by the decline of the overall category. Traditional retailers lost almost
25% of volume; however, with the exception of other on-premise, all segments saw a decline. These declines
reflect the unpopularity of the category.
New Products 2010
Company
Coca-Cola
Brand
Next
Classic
Fruvita
Vocna
Dolina
Flavour(s)
Apple, peach,
orange, apricot,
multivitamin,
pineapple,
strawberry
Quince
Source : Canadean
Figure 1: Fruvita Vocna Dolina

Source : Canadean
PDF Editor
Pack
Type/Size
33cl carton
100cl carton
200cl carton
Price
RSD49.90
RSD95.90
RSD174.03
150 cl PET
RSD135.99
Comment
Coca-Cola has created a
new visual identity for its
nectars product range and
also extended it to include
larger sized cartons
New flavour from Vocna
Dolina brand (Figure 1)
Trademark
Ultimate Owner
Local Operator
Aro
Metro
IB Team
Bravo (Rauch)
Rauch
Rauch
DaGio
Duga Fruit
Duga Fruit
Frutta di Primavera
Fruvita
Fruvita
Golf
Knjaz Milos
Knjaz Milos
Hello
Fruvita
Fruvita
La Vita
Vino Zupa
Vino Zupa
Moc Prirode
Agroekonomik
Agroekonomik
Nectar
Nectar
Nectar
Next
Coca-Cola
Fresh & Co
Su Voce
Coca-Cola
Fresh & Co
Takovo
Swisslion
Swisslion Takovo
Verde
IB Team
IB Team
Vocna Dolina
Fruvita
Fruvita
Vocne Kapi
Nectar
Nectar
SOURCE: Canadean
BRAND

2009
2010
2011

2009
2010
2011
20
BRAVO (RAUCH)
53.30
266.50
20
DAGIO (DUGA KOMERC)
20
FRUCTAL
20
GOLF
37.20
20
NECTAR
20
NEXT
CAN
33
CARTON
PACK TYPE/SIZE
(CL)
NR
GLASS
54.80
58.00
274.00
290.00
31.75
33.58
158.75
167.90
53.01
55.39
39.51
43.90
186.00
265.05
276.95
197.55
219.50
42.60
49.70
52.90
53.20
48.23
50.99
213.00
248.50
264.50
266.00
241.15
254.95
BRAVO
53.86
55.40
58.60
163.21
167.88
177.58
20
BRAVO
24.21
28.30
29.99
121.05
141.50
149.95
20
20
DAGIO (DUGA KOMERC)
22.99
24.60
114.95
123.00
K PLUS (IDEA)
18.99
20.49
94.95
102.45
20
LA VITA
20
MOC PRIRODE/VIVITA
25.00
27.00
125.00
135.00
20
NECTAR
26.75
20
NEXT
29.99
28.58
133.75
142.90
31.70
149.95
158.50
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21.90
109.50
PACK TYPE/SIZE
(CL)
33
BRAND

2009
2010
2011

2009
2010
2011
NEXT
42.90
130.00
44.99
47.58
60.77
64.79
79.99
86.90
79.99
84.90
180.80
79.90
84.99
92.90
96.99
99.90
K PLUS (IDEA)
49.99
LA VITA
76.50
71.85
77.90
82.99
88.58
74.90
89.99
95.19
91.90
53.90
62.90
64.80
71.99
75.90
61.20
74.99
79.90
100
ARO ( METRO)
100
BRAVO
100
DAGIO (DUGA KOMERC)
100
FRUCTAL
100
FRUVITA
100
100
100
MOC PRIRODE
100
NECTAR
74.90
100
NEXT
91.90
100
PREMIA (MAXI)
100
TAKOVO
100
VERDE
150
ARO ( METRO)
150
NECTAR
150
SU VOCE
200
BRAVO
200
200
73.16
136.33
144.18
60.77
64.79
79.99
86.90
79.99
84.90
180.80
79.90
84.99
92.90
96.99
99.90
53.99
49.99
53.99
82.69
76.50
82.69
71.85
77.90
82.99
88.58
89.99
95.19
53.90
62.90
64.80
71.99
75.90
61.20
74.99
79.90
73.16
94.40
99.59
62.93
66.39
94.99
106.99
66.60
63.33
71.33
146.20
159.03
167.90
73.10
79.52
83.95
FRUVITA
102.66
129.99
134.99
51.33
65.00
67.50
LA VITA
98.90
99.99
107.58
49.45
50.00
53.79
BRAND

2009
2010
2011

2009
2010
2011
20
BRAVO
170.00
165.00
850.00
825.00
20
FRUCTAL
155.00
155.00
775.00
775.00
20
GOLF
145.00
140.00
150.00
725.00
700.00
750.00
20
NECTAR
170.00
153.00
165.00
850.00
765.00
825.00
99.90
77.33
SOURCE : Canadean
PACK TYPE/SIZE
(CL)
NR
GLASS
SOURCE : Canadean
PDF Editor
175.00
875.00
Production
Imports
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
39.7
59.1
79.4
100.1
135.2
151.3
169.2
202.7
239.3
207.6
180.6
186.5
1.3
1.6
2.0
2.2
3.5
3.9
3.3
2.5
2.0
1.3
1.0
1.1
0.8
16.5
18.8
29.1
54.4
69.8
49.5
44.1
45.2
101.5
122.2
136.3
143.4
150.8
171.5
159.5
137.5
142.4
Exports
Consumption
41.0
60.7
81.4
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
2.5
2.0
1.3
1.0
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Austria
1.2
0.9
0.4
0.2
0.2
48.0 %
45.0 %
30.8 %
22.0 %
22.9 %
Others
1.3
1.1
0.9
0.8
0.8
52.0 %
55.0 %
69.2 %
78.0 %
77.1 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
54.4
69.8
49.5
44.1
45.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Bosnia-Herzegovina
32.8
35.8
26.8
23.5
24.0
60.2 %
51.3 %
54.2 %
53.4 %
53.2 %
13.1
9.1
8.9
9.2
18.8 %
18.3 %
20.2 %
20.4 %
11.2
11.8
9.7
8.3
8.4
20.6 %
16.9 %
19.6 %
18.9 %
18.6 %
Kosovo
7.5
6.0
2.3
1.9
2.0
13.9 %
8.6 %
4.7 %
4.2 %
4.3 %
Others
2.9
3.1
1.6
1.5
1.6
5.3 %
4.4 %
3.2 %
3.3 %
3.5 %
Montenegro
Macedonia
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total From Concentrate
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Ambient
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Peach
31.0
34.1
37.9
33.9
33.6
20.5 %
19.9 %
23.7 %
24.7 %
23.6 %
Apple
43.2
48.4
39.4
33.5
34.4
28.7 %
28.2 %
24.7 %
24.3 %
24.1 %
Flavour Mixes
14.5
18.1
20.9
17.3
18.5
9.6 %
10.6 %
13.1 %
12.5 %
13.0 %
Berries
16.8
21.9
16.9
13.5
14.9
11.1 %
12.8 %
10.6 %
9.8 %
10.5 %
Orange
10.3
11.7
14.4
12.2
12.4
6.8 %
6.8 %
9.0 %
8.9 %
8.7 %
Other Fruit
20.7
19.1
10.7
11.1
11.6
13.7 %
11.1 %
6.7 %
8.0 %
8.2 %
Apricot
7.6
6.7
6.2
5.4
5.6
5.0 %
3.9 %
3.9 %
3.9 %
3.9 %
Cherry
5.5
6.4
4.9
3.9
4.4
3.6 %
3.8 %
3.1 %
2.9 %
3.1 %
Pear
0.4
3.1
3.5
2.8
2.9
0.3 %
1.8 %
2.2 %
2.0 %
2.0 %
Pineapple
0.6
0.7
2.1
1.6
1.8
0.4 %
0.4 %
1.3 %
1.1 %
1.3 %
0.9
1.8
1.4
1.1
0.5 %
1.1 %
1.0 %
0.8 %
0.0
0.5
0.6
0.0 %
0.4 %
0.4 %
Grapefruit
0.4
0.4
0.5
0.3 %
0.3 %
0.4 %
Banana
0.1
0.1
0.1
0.1 %
0.1 %
0.0 %
Vegetable
Quince
0.3
0.2 %
Citrus
0.1
0.1
0.0
0.0
0.1 %
0.1 %
0.0 %
0.0 %
Mango
0.1
0.0
0.0
0.0
0.1 %
0.0 %
0.0 %
0.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
La Vita
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
Nectar
40.1
43.5
42.4
31.7
29.7
27.9 %
28.8 %
24.7 %
19.9 %
21.6 %
1.5
7.5
9.3
13.7
12.8
1.0 %
5.0 %
5.4 %
8.6 %
9.3 %
11.9
10.8
10.3
6.9 %
6.8 %
7.5 %
8.7
9.1
5.5 %
6.6 %
Vocna Dolina
Vocne Kapi
Frutta di Primavera
Next
5.2
6.9
7.6
8.1
8.4
3.6 %
4.6 %
4.4 %
5.1 %
6.1 %
Verde
2.9
4.9
7.4
8.7
6.2
2.0 %
3.2 %
4.3 %
5.4 %
4.5 %
Hello
7.2
4.6
3.9
6.4
3.4
5.0 %
3.1 %
2.3 %
4.0 %
2.5 %
Takovo
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
DaGio
2.3
3.7
3.0
2.4
2.5
1.6 %
2.5 %
1.8 %
1.5 %
1.8 %
1.0
3.2
2.6
2.4
0.7 %
1.9 %
1.6 %
1.8 %
Bravo (Rauch)
Golf
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
Moc Prirode
19.9
3.9
4.2
0.9
2.0
13.9 %
2.6 %
2.4 %
0.6 %
1.5 %
0.9
0.8
1.7
2.0
0.6 %
0.5 %
1.1 %
1.4 %
Aro
PDF Editor
Million Litres
Su Voce
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
19.1
2.4
2.3
1.8
1.3
13.3 %
1.6 %
1.3 %
1.2 %
1.0 %
12.5
7.7
2.1
0.0
8.3 %
4.5 %
1.3 %
0.0 %
0.7
0.1
0.0
0.4 %
0.1 %
0.0 %
Ritam
Froovy
Meridijan
% Share
1.2
Happy Day
0.7
0.4
0.9 %
0.3
Nature
0.7
Duga
3.8
Others
1.5
Other Private Label
0.5
0.4 %
0.2 %
0.2 %
0.4
0.5 %
0.4 %
0.3 %
0.8 %
0.4 %
0.3 %
0.4 %
2.5 %
2.1 %
2.6 %
3.2 %
2.6 %
1.2
0.7
0.5
0.5
3.7
3.6
4.2
4.4
1.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Nectars
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Ambient
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- La Vita
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
- Nectar
40.1
43.5
42.4
31.7
29.7
27.9 %
28.8 %
24.7 %
19.9 %
21.6 %
- Vocna Dolina
1.5
7.5
9.3
13.7
12.8
1.0 %
5.0 %
5.4 %
8.6 %
9.3 %
- Next
5.2
6.9
7.6
8.1
8.4
3.6 %
4.6 %
4.4 %
5.1 %
6.1 %
- Verde
2.9
4.9
7.4
8.7
6.2
2.0 %
3.2 %
4.3 %
5.4 %
4.5 %
11.9
10.8
10.3
6.9 %
6.8 %
7.5 %
8.7
9.1
5.5 %
6.6 %
- Vocne Kapi
- Frutta di Primavera
3.7
3.6
4.2
4.4
2.5 %
2.1 %
2.6 %
3.2 %
7.2
4.6
3.9
6.4
3.4
5.0 %
3.1 %
2.3 %
4.0 %
2.5 %
- Takovo
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
- DaGio
2.3
3.7
3.0
2.4
2.5
1.6 %
2.5 %
1.8 %
1.5 %
1.8 %
- Golf
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
- Moc Prirode
19.9
3.9
4.2
0.9
2.0
13.9 %
2.6 %
2.4 %
0.6 %
1.5 %
- Bravo (Rauch)
1.0
3.2
2.6
2.4
0.7 %
1.9 %
1.6 %
1.8 %
- Aro
0.9
0.8
1.7
2.0
0.6 %
0.5 %
1.1 %
1.4 %
19.1
2.4
2.3
1.8
1.3
13.3 %
1.6 %
1.3 %
1.2 %
1.0 %
1.5
1.2
0.7
0.5
0.5
1.0 %
0.8 %
0.4 %
0.3 %
0.4 %
12.5
7.7
2.1
0.0
8.3 %
4.5 %
1.3 %
0.0 %
0.7
0.1
0.0
0.4 %
0.1 %
0.0 %
- Hello
- Su Voce
- Others
- Ritam
- Froovy
- Happy Day
0.3
PDF Editor
0.2 %
Million Litres
2006
2007
2008
% Share
2009
2010
2006
2007
2008
- Duga
3.8
- Meridijan
1.2
0.7
0.4
0.9 %
0.4 %
0.2 %
- Nature
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
2009
2010
2.6 %
Million Litres
% Share
2007
2008
2009
2010
2007
2008
2009
2010
Total Nectars
4.6
4.4
5.9
6.4
100.0 %
100.0 %
100.0 %
100.0 %
Total Ambient
4.6
4.4
5.9
6.4
100.0 %
100.0 %
100.0 %
100.0 %
3.7
3.6
4.2
4.4
81.3 %
81.1 %
71.1 %
69.4 %
- Aro
0.9
0.8
1.7
2.0
18.7 %
18.9 %
28.9 %
30.6 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
39.4
43.2
48.4
39.4
33.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- La Vita
5.2
8.4
9.5
9.3
7.5
13.3 %
19.4 %
19.6 %
23.6 %
22.3 %
- Nectar
7.6
9.4
9.5
6.9
6.8
19.4 %
21.6 %
19.6 %
17.4 %
20.4 %
- Vocna Dolina
0.8
4.3
4.6
4.5
4.1
2.0 %
9.8 %
9.5 %
11.4 %
12.2 %
- Verde
0.5
1.7
4.7
4.6
2.0
1.3 %
3.8 %
9.7 %
11.6 %
6.0 %
3.6
3.3
3.2
7.4 %
8.3 %
9.5 %
1.5
1.4
1.4
1.5
3.5 %
3.0 %
3.5 %
4.6 %
1.9
1.1
1.3
1.4
4.4 %
2.3 %
3.3 %
4.0 %
2.3
2.2
5.7 %
6.7 %
2.3
0.8
0.8
4.8 %
2.1 %
2.5 %
1.1
1.0
0.9
2.3 %
2.4 %
2.7 %
Total
Total Apple
- Vocne Kapi
- Next Classic
1.3
- Other PL
- DaGio
2.3
2.7
- Nectar Family
3.2 %
5.8 %
6.3 %
- Golf
5.2
4.3
3.7
0.6
0.5
13.2 %
9.8 %
7.6 %
1.5 %
1.5 %
- Moc Prirode
4.1
0.8
0.8
0.2
0.5
10.3 %
1.9 %
1.5 %
0.5 %
1.4 %
0.7
1.0
0.8
1.3 %
2.5 %
2.3 %
2.5
0.2
0.6
0.5
5.8 %
0.4 %
1.5 %
1.4 %
- Bravo (Rauch)
0.2
0.7
0.5
0.4
0.3 %
1.4 %
1.2 %
1.2 %
- Aro
0.3
0.3
0.4
0.4
0.7 %
0.6 %
0.9 %
1.2 %
- Hello Fruit Party

- Takovo
2.4
PDF Editor
6.0 %
Million Litres
- Hello
2006
2007
1.7
0.9
- Ritam
4.4
- Takovo Best
2008
% Share
2009
2010
2006
2007
0.3
0.0
4.2 %
2.0 %
2.5
0.7
0.0
1.4
0.1
0.0
10.1 %
2008
2009
2010
0.8 %
0.0 %
5.1 %
1.7 %
0.0 %
2.8 %
0.2 %
0.0 %
- Su Voce
7.8
- Meridijan
0.5
0.0
0.0
1.2 %
0.1 %
0.0 %
- Nature
0.1
0.2
0.4
0.3 %
0.4 %
0.8 %
21.9
31.0
34.1
37.9
33.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- La Vita
3.7
5.9
4.7
8.1
6.7
16.9 %
19.2 %
13.8 %
21.3 %
19.7 %
- Nectar
6.9
11.3
7.3
5.3
4.8
31.2 %
36.3 %
21.4 %
13.9 %
14.2 %
- Vocna Dolina
0.4
2.7
3.2
4.5
4.2
1.8 %
8.6 %
9.4 %
11.8 %
12.5 %
6.2
5.6
5.4
18.2 %
14.9 %
15.8 %
Total Peach
19.8 %
- Vocne Kapi
- Next Classic
0.9
1.2
1.3
1.3
1.5
4.2 %
3.8 %
3.9 %
3.5 %
4.5 %
- Verde
0.5
1.0
0.7
1.3
1.3
2.1 %
3.2 %
2.1 %
3.4 %
3.9 %
- Su Voce
1.4
0.7
2.3
1.7
1.2
6.2 %
2.4 %
6.7 %
4.6 %
3.6 %
3.2
2.7
8.3 %
7.9 %
- Nectar Family
1.8
1.6
1.6
5.3 %
4.3 %
4.6 %
- Other PL
1.1
1.3
1.4
3.3 %
3.4 %
4.0 %
- Aro
0.3
0.1
0.8
0.9
1.0 %
0.2 %
2.1 %
2.8 %
- DaGio
0.5
0.1
0.6
0.6
1.6 %
0.3 %
1.5 %
1.7 %
- Moc Prirode
1.6
0.5
0.6
0.2
0.4
7.2 %
1.7 %
1.7 %
0.4 %
1.3 %
- Takovo
3.2
3.2
0.4
0.6
0.4
14.4 %
10.3 %
1.3 %
1.5 %
1.2 %
- Golf
0.9
0.7
0.6
0.5
4.1 %
2.3 %
1.5 %
1.4 %
0.3
0.2
0.8 %
0.6 %
0.1
0.1
0.3 %
0.3 %
0.3
0.0
0.9 %
0.0 %
1.6
0.4
0.0
4.6 %
1.1 %
0.0 %
2.2
0.1
0.0
6.3 %
0.2 %
0.0 %
- Hello Fruit Party
0.6
- Next Buci-Buci
- Hello
0.9
- Ritam
0.8
1.8
- Takovo Best
- Meridijan
0.3
- Happy Day
4.0 %
5.8 %
0.2
0.5 %
1.2
- Nature
0.3
0.2
Total Flavour Mixes
1.8
14.5
18.1
20.9
17.3
10.5
11.9
14.0
11.2
1.0
1.4
1.4
1.4
0.7
0.8
0.9
0.9
0.7
0.7
0.6
0.6
0.5
- La Vita
- Next Classic
0.5
5.5 %
- Other PL
- Bravo (Rauch)
2.6 %
1.4 %
- Duga
- Nectar Family
1.8 %
0.3
PDF Editor
1.2 %
0.7 %
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
72.0 %
65.3 %
67.0 %
65.0 %
7.2 %
7.7 %
6.6 %
8.2 %
3.9 %
4.0 %
5.2 %
4.7 %
3.4 %
3.9 %
3.3 %
2.6 %
3.1 %
29.9 %
2.1 %
Million Litres
2006
% Share
2007
2008
2009
2010
2007
2008
2009
2010
0.7
0.6
0.4
0.3
4.8 %
3.4 %
1.9 %
1.9 %
- Takovo
0.8
0.6
3.9 %
3.4 %
- Verde
0.6
0.6
2.7 %
3.2 %
- Hello Fruit Party
0.8
0.5
3.9 %
2.9 %
- Next Bodytime
0.2
0.4
1.0 %
2.5 %
- Su Voce
0.1
0.1
0.5 %
0.5 %
- Nectar Plus
- Hello
0.6
0.7
0.7
0.3
0.0
- Vocna Dolina
0.3
0.1
0.0
- Ritam
0.9
0.6
- Takovo Best
- Froovy
4.8 %
3.6 %
1.3 %
0.0 %
0.0
1.9 %
0.5 %
0.0 %
0.0 %
0.2
0.0
6.2 %
3.5 %
0.8 %
0.0 %
0.5
0.0
0.0
2.8 %
0.0 %
0.0 %
0.2
0.0
0.0
1.2 %
0.2 %
0.0 %
- Moc Prirode
0.5
- Nature
0.2
0.1
0.0
25.2
16.8
21.9
16.9
- Nectar
8.4
6.1
5.8
- La Vita
2.6
1.8
Total Berries
1.1
30.6 %
26.7 %
- La Vita Happy
- Golf
2006
1.3
- Nectar Family
12.8 %
0.9 %
0.2 %
13.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
4.2
3.9
33.3 %
36.2 %
26.3 %
24.6 %
28.9 %
1.8
2.9
2.2
10.2 %
10.7 %
8.2 %
16.8 %
16.5 %
7.1
5.0
2.8
32.4 %
29.6 %
20.8 %
0.7
1.0
1.0
3.2 %
6.1 %
7.3 %
1.6
1.5
1.4
7.5 %
8.7 %
10.7 %
4.2 %
7.5 %
- Next Classic
0.7
0.6
0.9
0.7
0.8
2.7 %
3.8 %
4.1 %
4.4 %
5.6 %
- Takovo
1.4
1.0
0.2
0.6
0.5
5.4 %
5.7 %
0.9 %
3.7 %
4.0 %
- Moc Prirode
4.6
1.2
1.2
0.2
0.2
18.3 %
6.9 %
5.6 %
1.0 %
1.6 %
0.2
0.2
0.2
0.2
1.2 %
0.7 %
1.4 %
1.8 %
0.2
0.2
0.1
0.1
1.2 %
0.9 %
0.8 %
1.0 %
0.2
0.2
1.0 %
1.6 %
- DaGio
- Others
0.2
- Hello Fruit Party

- Nectar Plus
- Hello
0.7
0.5
0.1
0.1
0.1
0.7
0.8
0.1
0.0
0.0
0.0
0.0
0.4
0.1
0.0
0.5
0.0
0.0
- Vocna Dolina
- Ritam
0.9
- Takovo Best
- Happy Day
2.7 %
3.0 %
0.5 %
0.4 %
0.4 %
4.0 %
3.5 %
0.5 %
0.0 %
0.2 %
0.2 %
0.0 %
1.9 %
0.6 %
0.0 %
2.5 %
0.2 %
0.0 %
5.4 %
0.2
0.9 %
- Duga
0.4
- Su Voce
5.0
1.7
- Meridijan
0.2
0.6
0.4
21.8
10.3
11.7
14.4
- La Vita
1.4
3.5
3.6
- Next Classic
0.8
1.2
1.3
Total Orange
0.9 %
1.6 %
PDF Editor
19.7 %
9.9 %
1.0 %
3.7 %
1.6 %
12.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
4.2
3.6
6.2 %
34.0 %
30.9 %
29.4 %
29.4 %
1.2
1.5
3.6 %
11.8 %
10.8 %
8.7 %
12.2 %
Million Litres
2006
2007
2008
- Nectar
4.8
% Share
2009
2010
1.8
1.6
1.6
1.0
0.7
0.6
- Bravo (Rauch)
0.4
0.7
0.8
- Other PL
0.6
0.4
2006
2008
2009
2010
12.5 %
13.1 %
15.7 %
8.5 %
5.0 %
5.1 %
0.8
3.4 %
6.0 %
5.4 %
6.3 %
0.5
0.6
5.8 %
3.8 %
3.7 %
4.6 %
0.6
0.7
0.7
4.9 %
4.7 %
5.6 %
0.1
0.5
0.5
1.1 %
3.3 %
4.0 %
- Hello Fruit Party
0.6
0.9
0.7
4.8 %
6.6 %
5.3 %
- Nectar Family
0.6
0.5
0.5
5.1 %
3.8 %
4.4 %
0.1
0.4
0.3
7.1 %
0.9 %
2.5 %
2.5 %
0.2
0.1
0.3
24.9 %
1.7 %
0.9 %
2.4 %
0.5
0.3
0.2
0.2
2.8 %
4.9 %
2.6 %
1.5 %
1.7 %
0.2
0.2
0.2
0.3
2.0 %
1.5 %
1.5 %
2.0 %
0.0
0.7
0.2
0.2 %
4.9 %
1.4 %
0.3
0.0
1.7 %
0.0 %
0.4
0.3
0.0
3.4 %
1.8 %
0.0 %
0.8
0.2
0.0
6.6 %
1.5 %
0.0 %
- Takovo Best
0.5
0.0
0.0
3.8 %
0.3 %
0.0 %
- Froovy
0.4
0.1
0.0
3.4 %
0.5 %
0.0 %
- Verde
- DaGio
0.2
- Takovo
1.6
- Moc Prirode
5.4
- Others
0.6
- Aro
0.8
- Next Bodytime
- Hello
1.4
0.6
- Vocna Dolina
- Ritam
0.7
22.0 %
2007
1.9 %
6.2 %
0.1
0.3 %
- Su Voce
3.9
18.1 %
- Duga
1.9
8.7 %
- Nectar Plus
13.7
20.7
19.1
10.7
11.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
3.5
3.6
3.2
2.1
1.9
25.5 %
17.5 %
16.9 %
20.0 %
17.4 %
2.1
1.9
1.8
10.8 %
17.5 %
16.3 %
1.5
2.6
14.2 %
23.8 %
- Vocne Kapi
- Verde
1.9
- Nectar
- Next Classic
0.3
- Aro
- La Vita
5.8 %
6.8 %
- Meridijan
Total Other Fruit
7.8 %
1.0
- Other PL
2.2
1.5
0.9
1.0
2.7
1.8
1.3
1.1
0.6
0.7
0.4
0.6
0.0
0.3
0.3
0.4
0.4
1.1
0.3
0.3
1.2
0.2
0.2
0.3
13.8 %
2.0 %
7.3 %
10.7 %
7.6 %
8.5 %
8.8 %
13.2 %
9.4 %
12.1 %
10.4 %
2.7 %
3.6 %
3.6 %
5.6 %
0.1 %
1.5 %
3.2 %
3.3 %
2.0 %
5.5 %
2.7 %
2.6 %
6.0 %
1.0 %
2.2 %
2.3 %
- Moc Prirode
1.5
1.3
1.3
0.1
0.2
10.9 %
6.0 %
7.0 %
1.0 %
1.7 %
- Golf
1.6
2.9
3.4
0.2
0.2
11.6 %
13.8 %
17.8 %
2.3 %
1.5 %
0.4
0.4
3.9 %
3.6 %
- Hello Fruit Party

- Others
0.6
- Bravo (Rauch)
- DaGio
0.5
0.2
0.2
0.1
0.2
1.0
0.2
0.1
0.1
0.0
0.0
PDF Editor
4.4 %
2.5 %
1.2 %
1.5 %
1.3 %
1.0 %
5.1 %
2.3 %
1.3 %
0.8 %
0.2 %
0.2 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
- Hello
1.1
0.4
0.3
0.2
0.0
8.0 %
1.9 %
1.6 %
1.4 %
0.0 %
- Takovo
2.2
1.5
0.3
0.0
0.0
16.0 %
7.2 %
1.5 %
0.0 %
0.0 %
3.1
1.3
0.4
0.0
15.1 %
7.0 %
3.5 %
0.0 %
0.3
0.0
0.0
1.6 %
0.1 %
0.0 %
- Ritam
- Takovo Best
- Meridijan
0.1
0.0
0.0
10.1
7.6
6.7
6.2
- Nectar
3.8
4.0
3.3
- Vocna Dolina
0.3
0.3
- Takovo
1.8
- Next Classic
0.4
Total Apricot
0.5 %
0.1 %
0.1 %
5.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
2.5
2.3
37.0 %
52.9 %
48.4 %
39.3 %
43.2 %
0.4
2.2
2.0
2.9 %
4.2 %
6.6 %
35.8 %
36.4 %
1.4
0.2
0.3
0.3
17.3 %
18.5 %
3.0 %
5.5 %
4.7 %
0.4
0.3
0.2
0.2
3.7 %
5.3 %
3.8 %
3.6 %
4.3 %
0.4
0.4
0.3
6.0 %
5.8 %
6.3 %
0.4
0.4
0.2
0.2
5.8 %
5.2 %
3.9 %
3.7 %
0.1
0.1
0.1
0.1
0.7 %
2.0 %
1.1 %
1.4 %
0.1
0.0
2.1 %
0.0 %
0.5
0.1
0.0
7.2 %
2.1 %
0.0 %
1.2
0.1
0.0
17.9 %
0.8 %
0.0 %
- Nectar Family
- La Vita
0.9
- DaGio
- Hello
0.7
- Ritam
0.7
- Takovo Best
9.3 %
6.7 %
8.6 %
- Others
0.1
0.5 %
- Meridijan
0.1
0.9 %
- Moc Prirode
1.2
11.3 %
- Su Voce
0.8
7.7 %
- Golf
0.3
0.3
Total Cherry
7.8
5.5
6.4
4.9
- Nectar
4.2
3.2
3.1
- La Vita
0.5
0.5
- Vocna Dolina
- DaGio
0.1
- Nectar Family
2.8 %
4.0 %
3.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
2.2
1.9
54.5 %
58.2 %
48.1 %
45.3 %
49.1 %
1.4
0.8
0.7
5.8 %
8.9 %
21.9 %
16.9 %
16.6 %
0.3
1.0
0.7
4.7 %
19.6 %
17.3 %
0.0
0.3
0.3
0.5 %
5.5 %
7.1 %
0.3
0.3
0.2
4.7 %
5.5 %
6.1 %
0.9 %
- Takovo
0.3
0.5
0.1
0.1
0.1
3.9 %
9.8 %
0.8 %
2.9 %
3.5 %
- Next Classic
0.2
0.3
0.1
0.1
0.0
2.8 %
4.5 %
2.3 %
2.6 %
0.3 %
- Golf
1.1
0.9
0.7
0.1
0.0
14.3 %
15.5 %
10.9 %
1.2 %
0.0 %
- Moc Prirode
0.8
0.1
0.1
0.0
0.0
10.3 %
2.2 %
1.6 %
0.0 %
0.0 %
0.3
0.0
0.0
4.7 %
0.6 %
0.0 %
100.0 %
100.0 %
100.0 %
- Takovo Best
- Hello
0.3
3.7 %
- Su Voce
0.0
0.2 %
- Nature
0.1
0.6 %
- Duga
0.3
3.9 %
Total Vegetable
PDF Editor
0.9
1.8
1.4
Million Litres
2006
2007
% Share
2008
2009
2010
2008
2009
2010
0.9
1.7
0.9
100.0 %
91.5 %
69.3 %
0.2
0.4
8.5 %
30.7 %
2.1
1.6
100.0 %
100.0 %
- Verde
0.6
0.7
30.2 %
42.6 %
- Hello Fruit Party
1.1
0.6
52.1 %
41.0 %
0.3
0.3
0.3
42.9 %
12.7 %
16.4 %
0.6
0.4
0.1
0.0
100.0 %
57.1 %
5.0 %
0.0 %
0.4
3.1
3.5
2.8
100.0 %
100.0 %
100.0 %
100.0 %
- La Vita Happy
2.9
2.2
1.4
92.1 %
62.7 %
49.6 %
- Vocna Dolina
0.2
1.3
1.4
6.4 %
37.2 %
49.0 %
0.0
0.0
0.0
1.6 %
0.1 %
1.4 %
- La Vita
- Moc Prirode
Total Pineapple
0.6
- Nectar Family
- Hello
Total Pear
0.9
0.2
0.7
2006
2007
100.0 %
100.0 %
- Next Classic
0.1
15.1 %
39.7 %
- Golf
0.1
5.8 %
- Moc Prirode
0.3
35.0 %
- Su Voce
0.2
0.0
26.5 %
7.4 %
- Nectar
0.2
0.2
17.5 %
52.9 %
100.0 %
Total Grapefruit
0.4
0.4
100.0 %
100.0 %
- Bravo (Rauch)
0.4
0.4
100.0 %
100.0 %
Total Banana
0.1
0.1
100.0 %
100.0 %
- Next Buci-Buci
0.1
0.1
100.0 %
100.0 %
Total Citrus
0.1
0.1
0.0
100.0 %
100.0 %
100.0 %
- Next Classic
0.1
0.1
0.0
100.0 %
100.0 %
100.0 %
Total Mango
0.1
0.0
0.0
100.0 %
100.0 %
0.0 %
- Froovy
0.1
0.0
0.0
100.0 %
100.0 %
0.0 %
0.0
0.5
100.0 %
100.0 %
Total Quince
0.8
0.3
- Vocna Dolina
100.0 %
100.0 %
0.5
- La Vita
0.1
0.1
- Nectar
0.8
0.2
0.0
PDF Editor
0.0
92.5 %
7.3 %
31.0 %
92.7 %
69.0 %
100.0 %
7.5 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Nectars
4.6
7.2
7.4
7.6
6.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Fortified
4.6
7.2
7.4
7.4
6.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Nectar Plus
3.5
4.8
3.9
2.6
2.3
76.3 %
66.7 %
52.7 %
34.2 %
35.6 %
- Next Classic
0.5
1.0
1.3
1.3
1.4
11.7 %
14.5 %
17.4 %
16.9 %
21.9 %
0.7
1.6
1.5
1.4
9.1 %
21.0 %
19.6 %
22.3 %
0.8
0.5
10.8 %
7.9 %
0.7
0.2
9.3 %
2.6 %
0.2
0.2
3.0 %
2.9 %
0.3
0.0
3.6 %
0.0 %
Total Nutraceutical
0.2
0.4
100.0 %
100.0 %
- Next Bodytime
0.2
0.4
2.7 %
6.8 %
- Bravo (Rauch)
- Hello Fruit Party
- Next Bodytime
0.0
- Next Buci-Buci
- Hello
0.6
0.7
0.7
0.3 %
12.0 %
9.7 %
8.7 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Agroekonomik
19.9
16.3
11.9
3.0
2.0
13.9 %
10.8 %
6.9 %
1.9 %
1.5 %
- Moc Prirode
19.9
3.9
4.2
0.9
2.0
13.9 %
2.6 %
2.4 %
0.6 %
1.5 %
12.5
7.7
2.1
0.0
8.3 %
4.5 %
1.3 %
0.0 %
Total
- Ritam
Bip Belgrade
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
- Nature
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
24.3
9.4
9.9
10.0
9.8
16.9 %
6.2 %
5.8 %
6.2 %
7.1 %
5.2
6.9
7.6
8.1
8.4
3.6 %
4.6 %
4.4 %
5.1 %
6.1 %
- Su Voce
19.1
2.4
2.3
1.8
1.3
13.3 %
1.6 %
1.3 %
1.2 %
1.0 %
Duga Fruit
6.1
3.7
3.0
2.4
2.5
4.3 %
2.5 %
1.8 %
1.5 %
1.8 %
- DaGio
2.3
3.7
3.0
2.4
2.5
1.6 %
2.5 %
1.8 %
1.5 %
1.8 %
- Duga
3.8
Fruvita
8.6
8.0 %
8.1 %
18.2 %
18.4 %
0.4 %
0.1 %
0.0 %
5.5 %
6.6 %
Coca-Cola
- Next
2.6 %
12.1
- Froovy
14.0
29.0
25.4
0.7
0.1
0.0
8.7
9.1
6.0 %
- Hello
7.2
4.6
3.9
6.4
3.4
5.0 %
3.1 %
2.3 %
4.0 %
2.5 %
- Vocna Dolina
1.5
7.5
9.3
13.7
12.8
1.0 %
5.0 %
5.4 %
8.6 %
9.3 %
IB Team
2.9
4.9
7.4
8.7
6.2
2.0 %
3.2 %
4.3 %
5.4 %
4.5 %
- Verde
2.9
4.9
7.4
8.7
6.2
2.0 %
3.2 %
4.3 %
5.4 %
4.5 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Knjaz Milos
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
- Golf
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
Meridjian
1.2
0.7
0.4
0.9 %
0.4 %
0.2 %
- Meridijan
1.2
0.7
0.4
0.9 %
0.4 %
0.2 %
Metro
0.9
0.8
1.7
2.0
0.6 %
0.5 %
1.1 %
1.4 %
- Aro
0.9
0.8
1.7
2.0
0.6 %
0.5 %
1.1 %
1.4 %
Nectar
40.1
43.5
54.2
42.4
40.0
27.9 %
28.8 %
31.6 %
26.6 %
29.1 %
- Nectar
40.1
43.5
42.4
31.7
29.7
27.9 %
28.8 %
24.7 %
19.9 %
21.6 %
11.9
10.8
10.3
6.9 %
6.8 %
7.5 %
5.0
4.3
4.7
4.9
3.3 %
2.5 %
3.0 %
3.6 %
3.7
3.6
4.2
4.4
2.5 %
2.1 %
2.6 %
3.2 %
1.2
0.7
0.5
0.5
0.8 %
0.4 %
0.3 %
0.4 %
Rauch
1.3
3.2
2.6
2.4
0.9 %
1.9 %
1.6 %
1.8 %
- Bravo (Rauch)
1.0
3.2
2.6
2.4
0.7 %
1.9 %
1.6 %
1.8 %
- Happy Day
0.3
- Vocne Kapi
Others
1.5

- Others
1.5
1.0 %
1.0 %
0.2 %
Swisslion
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
- Takovo
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
Vino Zupa
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
- La Vita
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Agroekonomik
19.9
16.3
11.9
3.0
2.0
13.9 %
10.8 %
6.9 %
1.9 %
1.5 %
- Moc Prirode
19.9
3.9
4.2
0.9
2.0
13.9 %
2.6 %
2.4 %
0.6 %
1.5 %
12.5
7.7
2.1
0.0
8.3 %
4.5 %
1.3 %
0.0 %
Total
- Ritam
Bip Belgrade
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
- Nature
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
Duga Fruit
6.1
7.4
6.6
6.6
7.0
4.3 %
4.9 %
3.8 %
4.2 %
5.1 %
- DaGio
2.3
3.7
3.0
2.4
2.5
1.6 %
2.5 %
1.8 %
1.5 %
1.8 %
- Duga
3.8
2.5 %
2.1 %
2.6 %
3.2 %
6.2 %
5.8 %
6.2 %
7.1 %

Fresh & Co
24.3
2.6 %
3.7
3.6
4.2
4.4
9.4
9.9
10.0
9.8
PDF Editor
16.9 %
Million Litres
- Next
- Su Voce
Fruvita
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
5.2
6.9
7.6
8.1
8.4
3.6 %
4.6 %
4.4 %
5.1 %
6.1 %
19.1
2.4
2.3
1.8
1.3
13.3 %
1.6 %
1.3 %
1.2 %
1.0 %
8.6
12.1
14.0
29.0
25.4
6.0 %
8.0 %
8.1 %
18.2 %
18.4 %
0.7
0.1
0.0
0.4 %
0.1 %
0.0 %
8.7
9.1
5.5 %
6.6 %
- Froovy
- Hello
7.2
4.6
3.9
6.4
3.4
5.0 %
3.1 %
2.3 %
4.0 %
2.5 %
- Vocna Dolina
1.5
7.5
9.3
13.7
12.8
1.0 %
5.0 %
5.4 %
8.6 %
9.3 %
IB Team
2.9
5.7
8.3
10.4
8.2
2.0 %
3.8 %
4.8 %
6.5 %
5.9 %
0.9
0.8
1.7
2.0
0.6 %
0.5 %
1.1 %
1.4 %
2.9
4.9
7.4
8.7
6.2
2.0 %
3.2 %
4.3 %
5.4 %
4.5 %
Knjaz Milos
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
- Golf
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
Meridjian
1.2
0.7
0.4
0.9 %
0.4 %
0.2 %
- Meridijan
1.2
0.7
0.4
0.9 %
0.4 %
0.2 %
Nectar
40.1
43.5
54.2
42.4
40.0
27.9 %
28.8 %
31.6 %
26.6 %
29.1 %
- Nectar
40.1
43.5
42.4
31.7
29.7
27.9 %
28.8 %
24.7 %
19.8 %
21.6 %
11.9
10.8
10.3
6.9 %
6.8 %
7.5 %
- Aro
- Verde
- Vocne Kapi
Others
1.5
1.2
0.7
0.5
0.5
1.0 %
0.8 %
0.4 %
0.3 %
0.4 %
- Others
1.5
1.2
0.7
0.5
0.5
1.0 %
0.8 %
0.4 %
0.3 %
0.4 %
Rauch
1.3
3.2
2.6
2.4
0.9 %
1.9 %
1.6 %
1.8 %
- Bravo (Rauch)
1.0
3.2
2.6
2.4
0.7 %
1.9 %
1.6 %
1.8 %
- Happy Day
0.3
0.2 %
Swisslion Takovo
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
- Takovo
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
Vino Zupa
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
- La Vita
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Nectar
40.1
43.5
54.2
42.4
40.0
27.9 %
28.8 %
31.6 %
26.6 %
29.1 %
Vino Zupa
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
8.6
12.1
14.0
29.0
25.4
6.0 %
8.0 %
8.1 %
18.2 %
18.4 %
24.3
9.4
9.9
10.0
9.8
16.9 %
6.2 %
5.8 %
6.2 %
7.1 %
IB Team
2.9
4.9
7.4
8.7
6.2
2.0 %
3.2 %
4.3 %
5.4 %
4.5 %
Swisslion
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
Duga Fruit
6.1
3.7
3.0
2.4
2.5
4.3 %
2.5 %
1.8 %
1.5 %
1.8 %
1.3
3.2
2.6
2.4
0.9 %
1.9 %
1.6 %
1.8 %
Fruvita
Coca-Cola
Rauch
Knjaz Milos
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
Agroekonomik
19.9
16.3
11.9
3.0
2.0
13.9 %
10.8 %
6.9 %
1.9 %
1.5 %
0.9
0.8
1.7
2.0
0.6 %
0.5 %
1.1 %
1.4 %
3.0 %
3.6 %
Metro
Meridjian
1.2
0.7
0.4
0.9 %
0.4 %
0.2 %
Bip Belgrade
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
Others
1.5
5.0
4.3
1.0 %
3.3 %
2.5 %
4.7
4.9
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Nectar
40.1
43.5
54.2
42.4
40.0
27.9 %
28.8 %
31.6 %
26.6 %
29.1 %
Vino Zupa
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
8.6
12.1
14.0
29.0
25.4
6.0 %
8.0 %
8.1 %
18.2 %
18.4 %
24.3
9.4
9.9
10.0
9.8
16.9 %
6.2 %
5.8 %
6.2 %
7.1 %
IB Team
2.9
5.7
8.3
10.4
8.2
2.0 %
3.8 %
4.8 %
6.5 %
5.9 %
Duga Fruit
6.1
7.4
6.6
6.6
7.0
4.3 %
4.9 %
3.8 %
4.2 %
5.1 %
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
1.3
3.2
2.6
2.4
0.9 %
1.9 %
1.6 %
1.8 %
Fruvita
Fresh & Co
Swisslion Takovo
Rauch
Knjaz Milos
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
Agroekonomik
19.9
16.3
11.9
3.0
2.0
13.9 %
10.8 %
6.9 %
1.9 %
1.5 %
Bip Belgrade
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
Meridjian
1.2
0.7
0.4
0.9 %
0.4 %
0.2 %
PDF Editor
Million Litres
Others
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
1.5
1.2
0.7
0.5
0.5
1.0 %
0.8 %
0.4 %
0.3 %
0.4 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Long Life
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Non-Refillable
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Non-Refillable
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Long Life
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Nectars
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Long Life
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Board
123.2
144.4
137.6
119.1
122.7
81.7 %
84.2 %
86.3 %
86.6 %
86.2 %
123.2
144.4
137.6
119.1
122.7
81.7 %
84.2 %
86.3 %
86.6 %
86.2 %
- 20cl
10.5
8.2
2.4
2.2
2.2
6.9 %
4.8 %
1.5 %
1.6 %
1.6 %
- 25cl
0.8
1.0
1.0
0.9
0.9
0.5 %
0.6 %
0.6 %
0.6 %
0.7 %
- 33cl
1.6
2.3
2.3
2.2
2.4
1.0 %
1.3 %
1.4 %
1.6 %
1.7 %
- 50cl
0.3
0.2
0.2 %
0.1 %
- 100cl
74.3
72.6
63.5
61.1
62.5
49.3 %
42.3 %
39.8 %
44.4 %
43.9 %
- 150cl
20.1
20.8
16.2
14.5
14.9
13.3 %
12.2 %
10.2 %
10.6 %
10.5 %
- 200cl
15.6
39.2
52.3
38.2
39.7
10.4 %
22.9 %
32.8 %
27.8 %
27.9 %
0.0
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Carton
- Foil
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
- Pouch
0.0
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- 20cl
0.0
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Glass
9.5
9.7
5.2
4.5
4.8
6.3 %
5.6 %
3.3 %
3.3 %
3.4 %
- Bottle
9.5
9.7
5.2
4.5
4.8
6.3 %
5.6 %
3.3 %
3.3 %
3.4 %
- 20cl
9.5
9.7
5.2
4.5
4.8
6.3 %
5.6 %
3.3 %
3.3 %
3.4 %
- Metal
0.3
0.1
0.0
0.0
0.0
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
- Can
0.3
0.1
0.0
0.0
0.0
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
- 33cl
0.3
0.1
0.0
0.0
0.0
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
17.8
17.3
16.6
13.9
14.8
11.8 %
10.1 %
10.4 %
10.1 %
10.4 %
- Bottle
17.8
17.3
16.6
13.9
14.8
11.8 %
10.1 %
10.4 %
10.1 %
10.4 %
- 150cl
8.0
7.8
16.1
13.6
14.5
5.3 %
4.5 %
10.1 %
9.9 %
10.2 %
- 200cl
9.8
9.5
0.5
0.3
0.3
6.5 %
5.5 %
0.3 %
0.2 %
0.2 %
- PET
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Nectars
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
150.8
171.5
159.5
137.5
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Board
123.2
144.4
137.6
119.1
122.7
81.7 %
84.2 %
86.3 %
86.6 %
86.2 %
123.2
144.4
137.6
119.1
122.7
81.7 %
84.2 %
86.3 %
86.6 %
86.2 %
- 20cl
10.5
8.2
2.4
2.2
2.2
6.9 %
4.8 %
1.5 %
1.6 %
1.6 %
- 25cl
0.8
1.0
1.0
0.9
0.9
0.5 %
0.6 %
0.6 %
0.6 %
0.7 %
- 33cl
1.6
2.3
2.3
2.2
2.4
1.0 %
1.3 %
1.4 %
1.6 %
1.7 %
- 50cl
0.3
0.2
0.2 %
0.1 %
- 100cl
74.3
72.6
63.5
61.1
62.5
49.3 %
42.3 %
39.8 %
44.4 %
43.9 %
- 150cl
20.1
20.8
16.2
14.5
14.9
13.3 %
12.2 %
10.2 %
10.6 %
10.5 %
- 200cl
15.6
39.2
52.3
38.2
39.7
10.4 %
22.9 %
32.8 %
27.8 %
27.9 %
- Carton
- Foil
0.0
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Pouch
0.0
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- 20cl
0.0
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
- Glass
9.5
9.7
5.2
4.5
4.8
6.3 %
5.6 %
3.3 %
3.3 %
3.4 %
- Bottle
9.5
9.7
5.2
4.5
4.8
6.3 %
5.6 %
3.3 %
3.3 %
3.4 %
- 20cl
9.5
9.7
5.2
4.5
4.8
6.3 %
5.6 %
3.3 %
3.3 %
3.4 %
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
- Metal
0.3
0.1
0.0
0.0
0.0
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
- Can
0.3
0.1
0.0
0.0
0.0
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
- 33cl
0.3
0.1
0.0
0.0
0.0
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
17.8
17.3
16.6
13.9
14.8
11.8 %
10.1 %
10.4 %
10.1 %
10.4 %
- Bottle
17.8
17.3
16.6
13.9
14.8
11.8 %
10.1 %
10.4 %
10.1 %
10.4 %
- 150cl
8.0
7.8
16.1
13.6
14.5
5.3 %
4.5 %
10.1 %
9.9 %
10.2 %
- 200cl
9.8
9.5
0.5
0.3
0.3
6.5 %
5.5 %
0.3 %
0.2 %
0.2 %
- PET
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
150.8
171.5
159.5
137.6
142.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
118.7
134.2
134.9
115.0
118.4
78.7 %
78.3 %
84.5 %
83.6 %
83.1 %
On-Premise
32.1
37.3
24.7
22.6
24.0
21.3 %
21.7 %
15.5 %
16.4 %
16.9 %
PDF Editor
PDF Editor
Chart - Still Drinks Leading Trademark Owners & Private Label, 2010 .............................................................. 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Still Drinks Trademarks 2008-2010 ....................................................................................................... 3
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 4
New Products 2010 ............................................................................................................................................. 5
Still Drinks New Products 2010 ........................................................................................................................... 5
Still Drinks New Products Photo Shots 2010 ...................................................................................................... 5
Still Drinks Trademark Owners and Local Operators .......................................................................................... 6
Still Drinks Selected Off-Premise Prices, 2009-2011.......................................................................................... 6
Still Drinks Selected On-Premise Prices, 2009-2011.......................................................................................... 7
Still Drinks Production/Trade/Consumption, 2000-2011F ................................................................................... 7
Still Drinks Foreign Trade By Country (Imports), 2007-2011F ............................................................................ 8
Still Drinks Foreign Trade By Country (Exports), 2007-2011F ........................................................................... 8
Still Drinks Consumption by Flavour, 2007-2011F.............................................................................................. 8
Still Drinks All Trademarks, 2006-2010 ............................................................................................................... 9
Still Drinks Brands by Flavour, 2006-2010 ........................................................................................................ 10
Still Drinks Private Label Brands by Flavour, 2006-2010.................................................................................. 13
Still Drinks Functional Brands, 2006-2010 ........................................................................................................ 13
Still Drinks All Trademark Owners, 2006-2010 ................................................................................................. 14
Still Drinks All Local Operators, 2006-2010 ...................................................................................................... 15
Still Drinks Leading Trademark Owners, 2006-2010 ........................................................................................ 17
Still Drinks Leading Local Operators, 2006-2010 ............................................................................................. 18
Still Drinks Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F..................................................... 18
Still Drinks Distribution: On vs Off Premise, 2007-2011F ................................................................................. 19
PDF Editor
Market Size
Million Litres
Litres Per
Capita
102.0
13.9
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
6.9 %
1.0 %
-5.4 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
4,293.59
42.10
59.72
0.59
Segmentation 2010
Others
Orange
% Share
75.0 %
25.0 %
Off-Premise
On-Premise
90.9 %
9.1 %
PET
Board
Foil
Other
85.9 %
13.6 %
0.3 %
0.1 %
Consumption 2010
Growth
Market Value
Distribution 2010
% Share
Packaging 2010
% Share
PDF Editor

The still drinks market posted further declines of 5%. Mounting pressure to renegotiate contracts at more
favourable terms squeezed producers margins and affected the shelf share of retailers own labels.
Producers sought out methods to reduce costs, often at the expense of the marketing budgets. One of these
methods was trying to reduce the listing price of products in retailers.
Outlook
As the producers start putting the main focus on profitability in 2011, the volumes will recover slower than
expected.
Segmentation
The most dominant flavour was orange, accounting for over 30% market share. Flavour mixes followed
behind, with 26% of the market, followed by apple, with 14% of the market. Flavour mixes were popular
because producers (who have their own local fruit stock) can optimize the flavour depending on the
purchasing cost (eg orange flavour prices increased during 2010).
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
Hello
Fruvita
33.2
32.5
28.2
Na Eks
Bahus
7.2
14.2
14.9
Su Voce
Coca-Cola
14.5
10.6
9.0
Juice Up
Knjaz Milos
6.2
8.1
Bravo (Rauch)
Rauch
6.8
7.7
7.9
Frutella
Rodic
13.4
7.7
7.7
Next
Coca-Cola
3.8
4.1
3.8
Rauch
Rauch
La Vita
Vino Zupa
Elixir Natura
3.0
1.2
2.6
1.4
Fruvita was the category leader, having 28% of the market share, although it declined by 13% in 2010. Bahus
grew by 5% and confirmed its position as a popular brand. Its brand Na Eks performed well in a declining
category.
Pehar had a strong above the line campaign. Most of the larger producers of still drinks declined. Rauch, with
the brand Bravo, was the exception. It also introduced its new brand, Limessa (200cl carton), that was
supported with marketing activity and achieved a 3% share in less than nine months.
PDF Editor
Juice Up (Knjaz Milos) and La Vita (Vino Zupa) recorded double digit growth, but still with insignificant
volumes. Fun (Nectar) was phased out in 2010. Juice Up had a lot of power from their brand owner behind
them which supported its development.
Functional Products
Akva Viva Slim (Knjaz Milos) performed well in 2008 but a lack of marketing support caused it to decline
sharply in 2010.

As the branded players reduced production costs and provided highly affordable prices (compared with
Private Label brands), Private Label share fell down by 21%. Consumers were less willing to try unfamiliar
flavours in 2010, as money was their main focus.
Marketing
Most of the marketing activities were focused on price promotions at point of sale, with the only exception
being Limessa. Limessa had excellent packaging, (in 200cl carton) and they were also relatively low priced.
La Vita was not affected by the lab tests taken in the nectars category and the subsequent negative publicity.
Pricing/Valuation
Average prices increased by 10% in the off-premise and 13% in on-premise, following the currency
depreciation.
Packaging
Consumers turned away from smaller pack sizes because of a higher price per litre and also due to the
decline in impulse shopping. PET had 86% of the share, but fell by 7%, driven by the decline in Fruvita and
the growth of Limessa, who use carton. A larger drop of PET was prevented by La Vita, Na Eks and recently
launched Pehar.
Distribution
Off-premise held 91% of this category. Among the off-premise, only large modern retail showed a positive
trend, growing by 4%. This was mostly driven during weekend promotions, especially in Delta-Maxi and Rodic
M.
PDF Editor
New Products 2010
Company
Elixir Natura
Brand
Pehar
Rauch
Limessa
Flavour(s)
Apple,
multivitamin,
lemon,orange
Orange,
Multivitamin,
Apple, Peach
Pack
Type/Size
200 cl PET
200 cl carton
Source : Canadean
Figure 1: Elixir Natural Pehar

Source : Canadean
PDF Editor
Figure 2 : Rauch Limessa
Price
RSD78.80
RSD123.00
RSD124.99
Comment
(Figure 1)
New brand from still drinks

category (Figure 2)
Trademark
Ultimate Owner
Local Operator
Aqua Viva
Knjaz Milos
Knjaz Milos
Bravo (Rauch)
Rauch
Rauch
Elixir Natura
Rauch
Frutella
Rodic
Rodic
Fun
Nectar
Nectar
Hello
Fruvita
Fruvita
Jana
Agrokor
Jamnica
Jodi
Minaqua
Minaqua
Juice Up
Knjaz Milos
Knjaz Milos
La Vita
Vino Zupa
Vino Zupa
Na Eks
Bahus
Bahus
Next
Coca-Cola
Fresh & Co
Rauch
Rauch
Rauch
Rosa
Coca-Cola
Fresh & Co
Su Voce
Coca-Cola
Fresh & Co
Vocne Kapi
Nectar
Nectar
SOURCE: Canadean
BRAND

2009
2010
2011
33
FRUTELA
17.41
17.74
24.00
52.76
53.76
72.73
50
BRAVO
37.20
44.99
48.90
74.40
89.98
97.80
50
FRU (RODIC)
29.50
31.49
50
HELLO
39.99
50.90
50
JUICE UP
38.99
48.90
50
MULTISOLA
54.50
65.89
50
NA EKS ( BAHUS)
25.96
29.00
50
NEXT JOY
48.99
51.90
50
RELAX (RODIC)
25.84
27.90
49.85
54.99
82.99
92.90
PACK TYPE/SIZE
(CL)
NRPET
34.89
63.80
48.90

2009
2010
2011
59.00
62.98
69.78
79.98
101.80
77.98
97.80
127.60
109.00
131.78
51.92
58.00
97.98
103.80
51.68
55.80
33.23
36.66
55.33
61.93
97.80
150
BIPSI
150
BRAVO
150
FRU (RODIC)
63.72
67.99
42.48
45.33
150
FRUTELLA
38.99
45.99
25.99
30.66
150
FUN (NECTAR)
150
HELLO
150
JUICE UP
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74.80
49.87
75.00
69.79
50.00
79.99
93.90
66.99
89.90
46.53
53.33
62.60
44.66
59.93
BRAND

2009
2010
2011

2009
2010
2011
150
LA VITA
59.60
39.73
150
NEXT JOY
79.99
87.90
53.33
58.60
150
RELAX (RODIC)
48.50
51.90
32.33
34.60
200
ALPELLA (RODIC)
55.34
58.69
27.67
29.35
200
FRUTELLA
48.03
53.57
24.02
26.79
200
NA EKS ( BAHUS)
59.00
82.90
29.50
41.45
200
TOP BUDGET (INTEREX)
44.00
48.00
22.00
24.00
FRU (DUGA)
15.50
17.90
77.50
89.50
PACK TYPE/SIZE
(CL)
CARTON
20
SOURCE : Canadean
BRAND

2009
2010
2011

2009
2010
2011
50
FRUC (FRUCTAL)
125.00
250.00
50
HELLO (FRUVITTA)
120.00
100.00
110.00
240.00
200.00
220.00
50
NEXT JOY
110.00
100.00
110.00
220.00
200.00
220.00
PACK TYPE/SIZE
(CL)
NR PET
SOURCE : Canadean
Production
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
12.0
12.5
19.5
45.0
55.7
72.0
78.1
97.9
121.1
120.5
114.7
118.8
2.1
0.6
0.5
1.1
1.7
2.3
1.9
1.4
1.3
1.3
0.2
0.7
1.2
14.7
14.1
14.0
14.2
72.9
79.1
99.0
108.3
107.9
102.0
105.9
Imports
Exports
Consumption
12.0
12.5
21.6
45.6
PDF Editor
56.2
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
2.3
1.9
1.4
1.3
1.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Croatia
0.7
0.9
0.8
0.8
0.8
31.2 %
47.8 %
61.4 %
62.5 %
64.3 %
Slovenia
0.6
0.6
0.5
0.4
0.4
25.8 %
31.3 %
35.0 %
34.3 %
32.6 %
Austria
1.0
0.4
0.1
0.0
0.0
43.0 %
20.9 %
3.6 %
3.1 %
3.2 %
Million Litres
Total
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
1.2
14.7
14.1
14.0
14.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
9.1
9.3
9.5
9.5
62.0 %
66.3 %
67.4 %
67.1 %
Bosnia-Herzegovina
Montenegro
0.3
4.6
4.2
4.2
4.3
27.5 %
31.7 %
30.0 %
30.1 %
30.6 %
Kosovo
0.9
0.9
0.5
0.4
0.3
72.5 %
6.3 %
3.8 %
2.5 %
2.3 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
99.0
108.3
107.9
102.0
105.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Orange
46.9
50.1
37.2
33.4
33.3
47.4 %
46.3 %
34.5 %
32.8 %
31.5 %
5.9
9.5
24.0
26.6
27.9
6.0 %
8.8 %
22.2 %
26.1 %
26.3 %
Apple
12.3
13.2
14.7
14.2
15.4
12.4 %
12.1 %
13.6 %
13.9 %
14.5 %
Lemon
10.1
10.2
8.1
8.7
9.0
10.2 %
9.4 %
7.5 %
8.5 %
8.5 %
Berries
4.2
3.0
5.5
5.7
6.0
4.2 %
2.8 %
5.1 %
5.5 %
5.7 %
Pineapple
2.0
2.2
4.4
4.6
4.7
2.0 %
2.0 %
4.1 %
4.5 %
4.4 %
Other Fruit
11.4
11.4
6.5
3.4
4.2
11.5 %
10.5 %
6.0 %
3.3 %
4.0 %
Peach
0.8
4.0
3.4
1.4
1.5
0.8 %
3.7 %
3.1 %
1.4 %
1.4 %
Cherry
2.8
2.4
1.5
1.4
1.4
2.8 %
2.2 %
1.4 %
1.4 %
1.3 %
0.3
0.7
0.8
0.3 %
0.7 %
0.7 %
Flavour Mixes
Herbs and Spices

Lemon-Lime
0.3
0.8
0.8
0.7
0.7
0.3 %
0.7 %
0.7 %
0.7 %
0.6 %
Apricot
0.8
0.5
0.7
0.6
0.6
0.8 %
0.4 %
0.6 %
0.6 %
0.6 %
Grapefruit
1.0
0.5
0.3
0.3
0.3
1.0 %
0.4 %
0.3 %
0.3 %
0.3 %
Grape
0.2
0.2
0.1
0.1
0.1
0.2 %
0.2 %
0.1 %
0.1 %
0.1 %
0.1
0.1
0.1
0.1 %
0.1 %
0.1 %
0.2
0.1
0.0
0.1 %
0.1 %
0.0 %
Melon
Nut/Seed
0.1
0.1
PDF Editor
0.1 %
0.1 %
Million Litres
2007
Citrus
Other Non Fruit
0.1
% Share
2008
2009
2010
2011F
0.2
0.1
0.0
0.0
0.1
0.0
2007
0.1 %
2008
2009
2010
2011F
0.2 %
0.1 %
0.0 %
0.0 %
0.1 %
0.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
79.1
99.0
108.3
107.9
102.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Hello
22.0
28.6
33.2
32.5
28.2
27.8 %
28.8 %
30.7 %
30.1 %
27.6 %
5.8
6.5
7.2
14.2
14.9
7.3 %
6.6 %
6.6 %
13.2 %
14.6 %
10.1
14.5
10.6
9.0
10.2 %
13.4 %
9.8 %
8.8 %
6.2
8.1
5.7 %
8.0 %
Na Eks
Su Voce
Juice Up
Bravo (Rauch)
Frutella
4.5
5.8
6.8
7.7
7.9
5.7 %
5.9 %
6.3 %
7.1 %
7.8 %
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
2.1
3.8
4.1
3.8
2.1 %
3.5 %
3.8 %
3.7 %
Next
Rauch
3.0
La Vita
1.2
Elixir Natura
Jodi
3.0 %
2.6
1.1 %
1.4
2.2
2.3
2.4
0.9
0.9
Jana
0.8
1.0
0.8
Aqua Viva
0.3
1.2
Vocne Kapi
Rosa
2.5 %
1.3 %
2.3 %
2.2 %
0.9 %
0.9 %
0.8
0.8 %
0.9 %
0.8 %
0.8 %
0.7
0.6
0.3 %
1.1 %
0.7 %
0.6 %
3.8
3.6
0.1
3.5 %
3.3 %
0.1 %
0.5
0.3
0.1
0.4 %
0.3 %
0.1 %
0.8
0.0
0.7 %
0.0 %
Fun
2.7 %
Frutela
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
Bipsi
5.3
4.5
1.7
1.6
0.0
6.7 %
4.6 %
1.6 %
1.5 %
0.0 %
0.6
0.8
0.7
0.0
0.6 %
0.7 %
0.6 %
0.0 %
0.6
4.6 %
0.8 %
0.5 %
0.0 %
0.0 %
Ritam
Golf
3.6
0.8
Meridijan
0.0
0.0
Miloduh
0.4
0.4 %
Nectar
7.4
9.3 %
Fruvita
0.2
0.1
Mambo
1.0
1.3 %
Caramba
0.1
0.1 %
Licky
0.2
0.2
Mila
0.1
0.1
Twister
6.8
5.6
PDF Editor
0.0
0.2 %
0.1 %
0.2 %
0.2 %
0.1 %
0.1 %
6.8 %
5.2 %
0.0 %
Million Litres
Others
Other Private Label
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
13.1
14.9
10.1
12.1
11.5
16.5 %
15.0 %
9.3 %
11.2 %
11.3 %
0.3
0.4
0.5
1.7
1.3
0.4 %
0.4 %
0.5 %
1.5 %
1.3 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
79.1
99.0
108.3
107.9
102.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Orange
37.2
46.9
50.1
37.2
33.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Hello
12.4
16.8
18.9
10.8
9.5
33.3 %
35.7 %
37.7 %
29.1 %
28.4 %
- Frutella
13.2
13.4
13.4
7.5
6.4
35.3 %
28.6 %
26.8 %
20.2 %
19.2 %
- Others
2.8
7.0
5.8
6.2
6.0
7.5 %
15.0 %
11.5 %
16.6 %
18.0 %
- Bravo (Rauch)
1.9
2.4
2.8
3.1
3.2
5.0 %
5.1 %
5.5 %
8.4 %
9.5 %
2.9
5.2
4.0
2.8
6.1 %
10.3 %
10.7 %
8.2 %
0.7
0.8
1.7
1.7
1.6 %
1.6 %
4.4 %
5.0 %
0.7
1.4
1.5
1.4
1.5 %
2.8 %
4.0 %
4.1 %
- La Vita
0.3
0.5
0.8 %
1.6 %
- Juice Up
0.5
0.5
1.4 %
1.5 %
- Su Voce
- Na Eks
0.7
- Next Joy
- Rauch Limessa
1.8 %
0.8
- Frutella Relax
0.1
- Pehar
2.5 %
0.3
0.1 %
0.4
0.9 %
1.1 %
- Frutela
0.4
0.7
0.7
0.5
0.0
1.1 %
1.4 %
1.4 %
1.3 %
0.0 %
- Bipsi
2.3
2.1
0.9
0.8
0.0
6.0 %
4.5 %
1.7 %
2.2 %
0.0 %
0.2
0.3
0.3
0.0
0.4 %
0.6 %
0.7 %
0.0 %
- Ritam
- Golf
0.3
0.7 %
- Miloduh
0.3
0.7 %
- Nectar
3.1
8.3 %
- Caramba
0.1
0.2 %
- Meridijan
0.0
- Licky
Total Flavour Mixes
1.3
- Hello
- Bravo (Rauch)
1.3
0.0
0.0 %
0.1
0.1
5.9
9.5
24.0
26.6
2.4
4.7
15.5
14.0
1.6
1.9
2.1
2.7
2.9
4.9
- Juice Up
100.0 %
100.0 %
0.0 %
0.1 %
0.1 %
100.0 %
100.0 %
100.0 %
100.0 %
41.3 %
49.1 %
64.8 %
52.6 %
27.4 %
19.9 %
8.8 %
10.2 %
12.2 %
18.3 %
- Next Joy
0.7
1.7
1.8
1.6
11.9 %
17.7 %
7.4 %
5.8 %
- Others
0.2
0.2
0.5
0.5
3.4 %
2.2 %
2.0 %
1.8 %
0.4
0.9
1.7 %
3.2 %
- La Vita
PDF Editor
Million Litres
2006
2007
2008
- Frutella Relax
- Aqua Viva
0.2
0.2
% Share
2009
2010
0.1
0.5
0.2
0.2
2006
2007
3.7 %
2008
2.3 %
2009
2010
0.3 %
1.8 %
0.8 %
0.7 %
- Rauch Limessa
0.7
2.8 %
- Pehar
0.7
2.7 %
- Ritam
0.4
0.5
- Golf Adventures
0.2
- Licky
6.8 %
5.6 %
0.2
3.7 %
2.1 %
0.1
0.1
1.7 %
1.2 %
12.3
13.2
14.7
14.2
100.0 %
7.3
9.3
6.4
6.1
1.2
0.7
1.1
1.1
- Hello
2.7
- Juice Up
Total Apple
5.0
- Su Voce
- Others
0.8
0.5
0.0
1.9 %
0.0 %
100.0 %
100.0 %
100.0 %
59.2 %
70.6 %
43.8 %
43.1 %
10.1 %
5.6 %
7.7 %
7.6 %
2.3
18.4 %
16.5 %
2.1
2.2
14.3 %
15.2 %
100.0 %
15.7 %
- Bravo (Rauch)
0.4
0.5
0.6
0.7
0.6
7.6 %
4.0 %
4.6 %
4.6 %
4.4 %
- Jodi
0.7
0.8
0.8
0.5
0.5
14.3 %
6.2 %
6.1 %
3.4 %
3.7 %
0.7
0.7
0.5
0.2
5.4 %
5.3 %
3.7 %
1.4 %
- Next Joy
- Rauch Limessa
0.7
- Aqua Viva
0.1
0.1
0.1
- Pehar
5.1 %
0.1
0.8 %
0.9 %
0.7 %
0.3
- Jana
0.1
0.1
0.1
0.1
0.9
0.3
0.4
0.0
0.6 %
2.1 %
- Bipsi
1.2
22.8 %
- Golf
0.9
17.8 %
- Nectar
1.1
21.8 %
0.7 %
0.6 %
0.5 %
0.4 %
7.5 %
2.6 %
2.9 %
0.0 %
- Fruvita
0.2
0.1
1.7 %
0.8 %
- Golf Adventures
0.5
0.4
4.3 %
2.9 %
Total Lemon
9.8
10.1
10.2
8.1
8.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Na Eks
2.3
2.6
2.9
5.6
5.9
23.5 %
25.7 %
28.0 %
69.0 %
67.9 %
- Hello
5.4
6.8
7.1
2.1
2.0
54.9 %
67.6 %
69.1 %
26.1 %
22.9 %
- Others
1.1
0.7
0.3
0.3
0.3
11.0 %
6.6 %
2.9 %
4.2 %
3.6 %
0.1
0.5
0.7 %
5.6 %
- Frutella Relax
- Miloduh
0.0
0.4 %
- Mambo
1.0
10.2 %
Total Berries
4.6
4.2
3.0
5.5
5.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Na Eks
1.1
1.3
1.4
2.8
2.9
25.2 %
30.9 %
47.1 %
51.4 %
51.6 %
- Others
1.5
1.0
0.6
0.8
0.7
33.1 %
23.9 %
19.4 %
14.9 %
13.1 %
0.4
1.0
7.1 %
17.5 %
0.4
0.4
8.0 %
6.9 %
0.6
0.6
11.6 %
10.8 %
- La Vita
- Jana
0.4
- Juice Up
PDF Editor
0.5
9.5 %
16.6 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
- Bipsi
1.9
1.5
0.5
0.4
0.0
41.7 %
35.7 %
16.9 %
7.0 %
0.0 %
Total Pineapple
1.7
2.0
2.2
4.4
4.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Na Eks
1.7
1.9
2.1
4.2
4.4
100.0 %
93.2 %
93.9 %
95.5 %
96.2 %
- Others
0.1
0.1
0.2
0.2
5.8 %
5.3 %
4.5 %
3.8 %
- Licky
0.0
0.0
1.0 %
0.8 %
Total Other Fruit
8.2
11.4
11.4
6.5
3.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Bravo (Rauch)
0.9
1.2
1.5
1.6
1.3
11.4 %
10.5 %
12.8 %
25.1 %
39.7 %
- Other PL
0.3
0.4
0.5
1.7
1.3
3.7 %
3.9 %
4.8 %
25.7 %
38.7 %
- Hello
1.4
2.2
2.5
1.3
0.4
16.8 %
19.3 %
21.7 %
19.9 %
10.5 %
- Others
2.4
0.8
0.3
0.2
0.1
29.0 %
6.9 %
2.6 %
2.3 %
4.2 %
0.1
0.2
1.5 %
5.9 %
0.9
0.0
13.9 %
0.4 %
0.8
0.0
11.6 %
0.6 %
- La Vita
- Vocne Kapi
1.0
- Fun
8.9 %
- Miloduh
0.0
0.5 %
- Nectar
3.2
38.6 %
- Twister
6.8
5.6
59.4 %
49.2 %
Total Cherry
5.6
2.8
2.4
1.5
1.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
1.7
1.3
0.7
1.1
1.0
30.6 %
44.8 %
31.3 %
72.4 %
70.6 %
- Jodi
1.5
1.5
1.6
0.4
0.4
25.8 %
54.5 %
68.0 %
27.6 %
29.4 %
- Golf
2.5
0.7 %
0.7 %
- Licky
43.6 %
0.0
0.0
Total Peach
0.9
0.8
4.0
3.4
1.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.9
0.8
0.4
0.5
0.5
100.0 %
100.0 %
11.1 %
15.9 %
38.6 %
- Rauch Limessa
0.7
51.4 %
- Vocne Kapi
2.8
2.7
0.1
70.6 %
79.6 %
7.2 %
- Rosa Emotion
0.2
0.2
0.0
5.8 %
4.5 %
2.9 %
- Aqua Viva
0.5
0.0
0.0
12.6 %
0.0 %
0.0 %
Total Apricot
0.9
0.8
0.5
0.7
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.9
0.8
0.5
0.7
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Lemon-Lime
0.3
0.8
0.8
0.7
100.0 %
100.0 %
100.0 %
100.0 %
- Jana
0.3
0.4
0.3
0.4
100.0 %
50.5 %
44.7 %
53.6 %
0.4
0.4
0.3
49.5 %
55.3 %
46.4 %
- Aqua Viva Slim

Total Grapefruit
4.0
1.0
0.5
0.3
0.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
1.1
0.7
0.3
0.3
0.3
27.2 %
67.4 %
64.2 %
100.0 %
100.0 %
- Hello
2.9
0.3
0.2
0.0
0.0
72.8 %
32.6 %
35.8 %
0.0 %
0.0 %
0.3
0.7
100.0 %
100.0 %
- Next Joy
0.3
0.7
100.0 %
100.0 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Nut/Seed
0.1
0.1
0.1
0.2
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Bravo (Rauch)
0.1
0.1
0.1
0.2
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Melon
0.1
0.1
100.0 %
100.0 %
- Su Voce
0.1
0.1
100.0 %
100.0 %
Total Citrus
0.2
0.1
0.0
100.0 %
100.0 %
100.0 %
- Rosa Emotion
0.2
0.1
0.0
100.0 %
100.0 %
100.0 %
Total Grape
0.2
0.2
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.2
0.1
0.1
0.1
85.4 %
89.7 %
100.0 %
100.0 %
- Licky
0.0
0.0
14.6 %
10.3 %
0.1
0.1
0.0
100.0 %
100.0 %
100.0 %
- Mila
0.1
0.1
0.0
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.3
0.4
0.5
1.7
1.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Other Fruit
0.3
0.4
0.5
1.7
1.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Other PL
0.3
0.4
0.5
1.7
1.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Still Drinks
22.0
30.4
36.0
40.1
36.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Fortified
22.0
30.4
35.6
39.7
36.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Hello
22.0
28.6
33.2
32.5
28.2
100.0 %
93.8 %
92.4 %
81.0 %
76.4 %
6.2
8.1
15.4 %
22.1 %
- Juice Up
- Aqua Viva
0.3
0.8
0.3
0.3
1.1 %
2.3 %
0.7 %
0.8 %
- Ritam
0.6
0.8
0.7
0.0
2.0 %
2.3 %
1.7 %
0.0 %
- Fruvita
0.2
0.1
0.7 %
0.3 %
- Golf Adventures
0.8
0.6
2.5 %
1.6 %
Total Nutraceutical
0.4
0.4
0.3
100.0 %
100.0 %
100.0 %
- Aqua Viva Slim
0.4
0.4
0.3
1.1 %
1.0 %
0.8 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
79.1
99.0
108.3
107.9
102.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Agroekonomik
0.6
0.8
0.7
0.0
0.6 %
0.7 %
0.6 %
0.0 %
- Ritam
0.6
0.8
0.7
0.0
0.6 %
0.7 %
0.6 %
0.0 %
Agrokor
0.8
1.0
0.8
0.8
0.8 %
0.9 %
0.8 %
0.8 %
- Jana
0.8
1.0
0.8
0.8
0.8 %
0.9 %
0.8 %
0.8 %
Total
Bahus
5.8
6.5
7.2
14.2
14.9
7.3 %
6.6 %
6.6 %
13.2 %
14.6 %
- Na Eks
5.8
6.5
7.2
14.2
14.9
7.3 %
6.6 %
6.6 %
13.2 %
14.6 %
Bip Belgrade
5.3
4.5
1.7
1.6
0.0
6.7 %
4.6 %
1.6 %
1.5 %
0.0 %
- Bipsi
5.3
4.5
1.7
1.6
0.0
6.7 %
4.6 %
1.6 %
1.5 %
0.0 %
12.2
18.7
15.0
12.9
12.3 %
17.3 %
13.9 %
12.6 %
2.1
3.8
4.1
3.8
2.1 %
3.5 %
3.8 %
3.7 %
0.5
0.3
0.1
0.4 %
0.3 %
0.1 %
10.6
9.0
10.2 %
13.4 %
9.8 %
8.8 %
Coca-Cola
- Next
- Rosa
- Su Voce
10.1
14.5
Duga Fruit
0.2
0.2
0.2 %
0.2 %
- Licky
0.2
0.2
0.2 %
0.2 %
1.4
1.3 %
- Elixir Natura
1.4
1.3 %
Fruvita
22.0
28.8
33.3
0.2
0.1
22.0
28.6
33.2
32.5
28.2
3.6
1.2
1.9
7.0
8.7
0.3
1.2
0.7
0.6
0.8
0.6
- Fruvita
- Hello
Knjaz Milos
- Aqua Viva
- Golf
3.6
- Juice Up
32.5
0.1
0.1
27.8 %
29.0 %
30.8 %
0.2 %
0.1 %
27.8 %
28.8 %
4.6 %
4.6 %
6.2
- Mila
28.2
30.1 %
27.6 %
30.7 %
30.1 %
27.6 %
1.2 %
1.8 %
6.4 %
8.6 %
0.3 %
1.1 %
0.7 %
0.6 %
0.8 %
0.5 %
5.7 %
8.0 %
8.1
0.0
0.1 %
0.1 %
0.0 %
Meridjian
0.0
0.0
0.0 %
0.0 %
- Meridijan
0.0
0.0
0.0 %
0.0 %
Minaqua
2.2
2.3
2.4
0.9
0.9
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
- Jodi
2.2
2.3
2.4
0.9
0.9
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
Nectar
8.4
6.8
9.4
4.4
0.1
10.6 %
6.8 %
8.7 %
4.0 %
0.1 %
0.8
0.0
0.7 %
0.0 %
- Fun
- Mambo
1.0
1.3 %
- Nectar
7.4
9.3 %
- Twister
6.8
5.6
PDF Editor
6.8 %
5.2 %
Million Litres
2006
2007
% Share
2008
2009
2010
3.8
3.6
0.1
- Vocne Kapi
2006
Novosadska Mlekara
0.1
0.1 %
- Caramba
0.1
0.1 %
Others
2007
2008
2009
2010
3.5 %
3.3 %
0.1 %
13.4
15.3
10.6
13.7
12.8
16.9 %
15.4 %
9.8 %
12.7 %
12.6 %
0.3
0.4
0.5
1.7
1.3
0.4 %
0.4 %
0.5 %
1.5 %
1.3 %
13.1
14.9
10.1
12.1
11.5
16.5 %
15.0 %
9.3 %
11.2 %
11.3 %
Rauch
4.5
5.8
6.8
7.7
11.0
5.7 %
5.9 %
6.3 %
7.1 %
10.7 %
- Bravo (Rauch)
4.5
5.8
6.8
7.7
7.9
5.7 %
5.9 %
6.3 %
7.1 %
7.8 %

- Others
- Rauch
3.0
3.0 %
Rodic
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
- Frutella
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
Swisslion
0.4
0.4 %
- Miloduh
0.4
0.4 %
Vino Zupa
1.2
2.6
1.1 %
2.5 %
- La Vita
1.2
2.6
1.1 %
2.5 %
Voda Vrnjci
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
- Frutela
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
79.1
99.0
108.3
107.9
102.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Agroekonomik
0.6
0.8
0.7
0.0
0.6 %
0.7 %
0.6 %
0.0 %
- Ritam
0.6
0.8
0.7
0.0
0.6 %
0.7 %
0.6 %
0.0 %
Bahus
14.2
14.9
13.2 %
14.6 %
- Na Eks
14.2
14.9
13.2 %
14.6 %
Total
Bip Belgrade
11.1
11.0
8.9
1.6
0.0
14.0 %
11.1 %
8.2 %
1.5 %
0.0 %
- Bipsi
5.3
4.5
1.7
1.6
0.0
6.7 %
4.6 %
1.6 %
1.5 %
0.0 %
- Na Eks
5.8
6.5
7.2
7.3 %
6.6 %
6.6 %
Duga Fruit
0.2
0.2
0.2 %
0.2 %
- Licky
0.2
0.2
0.2 %
0.2 %
12.2
18.7
15.0
12.9
12.3 %
17.3 %
13.9 %
12.6 %
2.1
3.8
4.1
3.8
2.1 %
3.5 %
3.8 %
3.7 %
0.5
0.3
0.1
0.4 %
0.3 %
0.1 %
Fresh & Co
- Next
- Rosa
PDF Editor
Million Litres
2006
% Share
2007
2008
2009
2010
10.1
14.5
10.6
9.0
28.8
33.3
32.5
28.2
0.2
0.1
28.5
33.2
32.5
28.2
Jamnica
0.8
1.0
0.8
- Jana
0.8
1.0
1.2
- Su Voce
Fruvita
22.0
- Fruvita
- Hello
22.0
Knjaz Milos
3.6
- Aqua Viva
- Golf
3.6
2007
2008
2009
2010
10.2 %
13.4 %
9.8 %
8.8 %
29.0 %
30.8 %
30.1 %
27.6 %
0.2 %
0.1 %
28.8 %
30.7 %
30.1 %
27.6 %
0.8
0.8 %
0.9 %
0.8 %
0.8 %
0.8
0.8
0.8 %
0.9 %
0.8 %
0.8 %
1.9
7.0
8.7
1.2 %
1.8 %
6.4 %
8.6 %
0.3
1.2
0.7
0.6
0.3 %
1.1 %
0.7 %
0.6 %
0.8
0.6
0.8 %
0.5 %
5.7 %
8.0 %
- Juice Up
0.1
0.1
27.8 %
27.8 %
4.6 %
4.6 %
6.2
- Mila
2006
8.1
0.0
0.1 %
0.1 %
0.0 %
Meridjian
0.0
0.0
0.0 %
0.0 %
- Meridijan
0.0
0.0
0.0 %
0.0 %
Minaqua
2.2
2.3
2.4
0.9
0.9
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
- Jodi
2.2
2.3
2.4
0.9
0.9
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
Nectar
8.4
6.8
9.4
4.4
0.1
10.6 %
6.8 %
8.7 %
4.0 %
0.1 %
0.8
0.0
0.7 %
0.0 %
3.5 %
3.3 %
0.1 %
- Fun
- Mambo
1.0
1.3 %
- Nectar
7.4
9.3 %
- Twister
6.8
- Vocne Kapi
5.6
3.8
6.8 %
3.6
0.1
Novosadska Mlekara
0.1
0.1 %
- Caramba
0.1
0.1 %
Others
5.2 %
13.4
15.3
10.6
13.7
12.8
16.9 %
15.4 %
9.8 %
12.7 %
12.6 %
0.3
0.4
0.5
1.7
1.3
0.4 %
0.4 %
0.5 %
1.5 %
1.3 %
13.1
14.9
10.1
12.1
11.5
16.5 %
15.0 %
9.3 %
11.2 %
11.3 %
Rauch
4.5
5.8
6.8
7.7
12.3
5.7 %
5.9 %
6.3 %
7.1 %
12.1 %
- Bravo (Rauch)
4.5
5.8
6.8
7.7
7.9
5.7 %
5.9 %
6.3 %
7.1 %
7.8 %

- Others
- Elixir Natura
1.4
1.3 %
- Rauch
3.0
3.0 %
Rodic
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
- Frutella
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
1.1 %
2.5 %
Swisslion Miloduh
0.4
0.4 %
- Miloduh
0.4
0.4 %
Vino Zupa
1.2
PDF Editor
2.6
Million Litres
2006
2007
2008
- La Vita
% Share
2009
2010
1.2
2.6
2006
2007
2008
2009
2010
1.1 %
2.5 %
Voda Vrnjci
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
- Frutela
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
79.1
99.0
108.3
107.9
102.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Fruvita
22.0
28.8
33.3
32.5
28.2
27.8 %
29.0 %
30.8 %
30.1 %
27.6 %
Bahus
5.8
6.5
7.2
14.2
14.9
7.3 %
6.6 %
6.6 %
13.2 %
14.6 %
12.2
18.7
15.0
12.9
12.3 %
17.3 %
13.9 %
12.6 %
Coca-Cola
Rauch
4.5
5.8
6.8
7.7
11.0
5.7 %
5.9 %
6.3 %
7.1 %
10.7 %
Knjaz Milos
3.6
1.2
1.9
7.0
8.7
4.6 %
1.2 %
1.8 %
6.4 %
8.6 %
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
1.2
2.6
1.1 %
2.5 %
Rodic
Vino Zupa
Minaqua
1.4
2.2
Agrokor
2.3
2.4
0.9
0.9
0.8
1.0
0.8
0.8
1.3 %
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
0.8 %
0.9 %
0.8 %
0.8 %
Nectar
8.4
6.8
9.4
4.4
0.1
10.6 %
6.8 %
8.7 %
4.0 %
0.1 %
Voda Vrnjci
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
Bip Belgrade
5.3
4.5
1.7
1.6
0.0
6.7 %
4.6 %
1.6 %
1.5 %
0.0 %
0.6
0.8
0.7
0.0
0.6 %
0.7 %
0.6 %
0.0 %
12.7 %
12.6 %
Agroekonomik
Novosadska Mlekara
0.1
Meridjian
0.0
Duga Fruit
Swisslion
Others
0.1 %
0.0
0.2
0.0 %
0.2
0.4
13.4
0.0 %
0.2 %
0.2 %
15.4 %
9.8 %
0.4 %
15.3
PDF Editor
10.6
13.7
12.8
16.9 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
79.1
99.0
108.3
107.9
102.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Fruvita
22.0
28.8
33.3
32.5
28.2
27.8 %
29.0 %
30.8 %
30.1 %
27.6 %
14.2
14.9
13.2 %
14.6 %
Bahus
Fresh & Co
12.2
18.7
15.0
12.9
12.3 %
17.3 %
13.9 %
12.6 %
Rauch
4.5
5.8
6.8
7.7
12.3
5.7 %
5.9 %
6.3 %
7.1 %
12.1 %
Knjaz Milos
3.6
1.2
1.9
7.0
8.7
4.6 %
1.2 %
1.8 %
6.4 %
8.6 %
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
1.2
2.6
1.1 %
2.5 %
Rodic
Vino Zupa
Minaqua
2.2
Jamnica
2.3
2.4
0.9
0.9
0.8
1.0
0.8
0.8
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
0.8 %
0.9 %
0.8 %
0.8 %
Nectar
8.4
6.8
9.4
4.4
0.1
10.6 %
6.8 %
8.7 %
4.0 %
0.1 %
Voda Vrnjci
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
Bip Belgrade
11.1
11.0
8.9
1.6
0.0
14.0 %
11.1 %
8.2 %
1.5 %
0.0 %
0.6
0.8
0.7
0.0
0.6 %
0.7 %
0.6 %
0.0 %
12.7 %
12.6 %
Agroekonomik
Swisslion Miloduh
0.4
0.4 %
Novosadska Mlekara
0.1
0.1 %
Meridjian
0.0
Duga Fruit
Others
13.4
0.0
0.0 %
0.2
0.2
15.3
10.6
13.7
12.8
16.9 %
0.0 %
0.2 %
0.2 %
15.4 %
9.8 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Still Drinks
99.0
108.3
107.9
102.1
105.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
98.7
107.9
107.7
102.0
105.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Board
17.7
20.8
12.6
13.9
17.6
17.9 %
19.2 %
11.7 %
13.6 %
16.6 %
17.7
20.8
12.6
13.9
17.6
17.9 %
19.2 %
11.7 %
13.6 %
16.6 %
- 20cl
3.0
3.7
1.7
1.6
1.4
3.0 %
3.4 %
1.6 %
1.5 %
1.3 %
- 25cl
2.6
2.3
0.9
0.8
0.8
2.6 %
2.1 %
0.8 %
0.8 %
0.7 %
- 100cl
3.0
1.7
0.3
0.3
0.4
3.0 %
1.6 %
0.2 %
0.3 %
0.3 %
- 150cl
0.6
4.8
4.6
3.4
3.4
0.6 %
4.5 %
4.3 %
3.3 %
3.2 %
- 200cl
8.7
8.3
5.1
7.9
11.7
8.7 %
7.7 %
4.8 %
7.7 %
11.1 %
- Carton
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
0.4
0.3
0.4
0.3
0.3
0.4 %
0.3 %
0.3 %
0.3 %
0.3 %
- Pouch
0.4
0.3
0.4
0.3
0.3
0.4 %
0.3 %
0.3 %
0.3 %
0.3 %
- 20cl
0.4
0.3
0.4
0.3
0.3
0.4 %
0.3 %
0.3 %
0.3 %
0.3 %
- Metal
0.1
0.1
0.0
0.0
0.0
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
- Can
0.1
0.1
0.0
0.0
0.0
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
- 33cl
0.1
0.1
0.0
0.0
0.0
0.1 %
0.1 %
0.0 %
0.0 %
0.0 %
- Foil
- PET
80.4
86.7
94.7
87.7
87.8
81.2 %
80.0 %
87.8 %
85.9 %
83.0 %
- Bottle
80.4
86.7
94.7
87.7
87.8
81.2 %
80.0 %
87.8 %
85.9 %
83.0 %
- 33cl
0.7
0.7
0.3
0.3
0.3
0.7 %
0.7 %
0.2 %
0.3 %
0.3 %
- 50cl
6.4
6.1
14.6
12.6
13.0
6.4 %
5.6 %
13.6 %
12.4 %
12.2 %
- 70cl
1.0
1.0
0.5
0.7
0.7
1.0 %
0.9 %
0.4 %
0.7 %
0.7 %
- 150cl
42.7
47.1
49.8
44.7
45.8
43.2 %
43.5 %
46.2 %
43.8 %
43.3 %
- 200cl
23.7
25.9
29.3
29.2
28.0
23.9 %
23.9 %
27.1 %
28.6 %
26.4 %
- 500cl
6.0
5.9
0.3
0.2
0.1
6.0 %
5.5 %
0.3 %
0.2 %
0.1 %
Total Refillable
0.3
0.4
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Glass
0.3
0.4
0.1
0.1
0.1
0.3 %
0.4 %
0.1 %
0.1 %
0.1 %
- Bottle
0.3
0.4
0.1
0.1
0.1
0.3 %
0.4 %
0.1 %
0.1 %
0.1 %
- 20cl
0.3
0.4
0.1
0.1
0.1
0.3 %
0.4 %
0.1 %
0.1 %
0.1 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
99.0
108.3
107.9
102.0
105.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
88.4
95.6
97.1
92.7
96.9
89.3 %
88.2 %
90.0 %
90.9 %
91.5 %
On-Premise
10.6
12.7
10.8
9.2
9.0
10.7 %
11.8 %
10.0 %
9.1 %
8.5 %
PDF Editor
PDF Editor
Chart - Squash/Syrups Leading Trademark Owners & Private Label, 2010 ...................................................... 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Squash/Syrups Trademarks 2008-2010 ............................................................................................... 3
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 4
New Products 2010 ............................................................................................................................................. 4
Squash/Syrups Trademark Owners and Local Operators .................................................................................. 4
Squash/Syrups Selected Off-Premise Prices, 2009-2011 .................................................................................. 5
Squash/Syrups Production/Trade/Consumption, 2000-2011F ........................................................................... 5
Squash/Syrups Foreign Trade By Country (Imports), 2007-2011F .................................................................... 5
Squash/Syrups Foreign Trade By Country (Exports), 2007-2011F .................................................................... 6
Squash/Syrups Consumption by Flavour, 2007-2011F ...................................................................................... 6
Squash/Syrups All Trademarks, 2006-2010 ....................................................................................................... 6
Squash/Syrups Private Label Trademarks, 2006-2010 ...................................................................................... 7
Squash/Syrups Brands by Flavour, 2006-2010 .................................................................................................. 7
Squash/Syrups All Trademark Owners, 2006-2010............................................................................................ 9
Squash/Syrups All Local Operators, 2006-2010 ................................................................................................. 9
Squash/Syrups Leading Trademark Owners, 2006-2010 ................................................................................. 10
Squash/Syrups Leading Local Operators, 2006-2010 ...................................................................................... 11
Squash/Syrups Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F ............................................. 11
Squash/Syrups Distribution: On vs Off Premise, 2007-2011F .......................................................................... 12
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Market Size
Million Litres
Litres Per
Capita
29.5
4.0
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
4.0 %
5.2 %
12.9 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
597.35
20.26
8.31
0.28
Segmentation 2010
Others
Orange
% Share
65.3 %
34.7 %
Off-Premise
On-Premise
99.3 %
0.7 %
Glass
PET
59.4 %
40.6 %
Consumption 2010
Growth
Market Value
Distribution 2010
% Share
Packaging 2010
% Share
PDF Editor

Squash/syrups grew by 13% in 2010. The consumer base widened as the crisis made the whole market much
more price sensitive. Squash/syrups took share from nectars and still drinks.
Outlook
Although the figures showed that recovery has begun, high unemployment and low consumer confidence
created higher demand for this lower priced category. As the crisis effects were slowing, this category will
become stable.
Segmentation
Orange and lemon accounted for more than 65% of the market together. During the past few years, producers
made wider use of new flavours. Mango grew by 58%, while cherry (8%) and pineapple both grew by around
8%. This provided higher shelf share for the category, but the volumes remained low compared with the
leading flavours.
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
Frutella
Bip
Rodic
5.8
6.0
6.8
Bip Belgrade
2.3
3.6
5.4
Takovo
Swisslion
3.1
4.2
5.0
Nectar
Nectar
6.2
4.6
4.4
La Vita
Vino Zupa
0.6
1.2
0.7
Frubi
Rubin
0.4
0.1
0.1
Frutella (Rodic) was the leader, with 23% of the market share which reflects growth of 13% for the year. Bip
(Bip Belgrade) introduced PET and offered a very affordable price which helped it to grow by over 50%. Price
was an important selling point.
La Vita declined as the rumours regarding the JNSD quality started to spread. Meanwhile, they have improved
the quality but struggled to make up the lost volume.
Nectar syrups held a 15% share of the total market and also contracted its volumes, but this time the high
sales price was the main cause.

Private Label almost doubled its volume since the price difference increased. Also, improved flavour ranges
supported this growth.
PDF Editor
Marketing
As the major focus for all market players, including Private Label lines, were price and shelf visibility, there
was no marketing activity at all.
Pricing/Valuation
The prices grew by 8%, even less than the currency devaluation. In this way, producers reduced their margins
in order to achieve higher turnovers.
Packaging
Glass was still dominant (60% market share) and grew by 4%. On the other hand, PET, as almost exclusive to
Private Label, grew by 29%. PET held 41% of the market and is expected to take over the leading position in
2012.
Distribution
Off-premise consumption was almost the sole distribution channel. Large modern grew by 16%. Traditional
trade remained strong.
New Products 2010

Trademark
Ultimate Owner
Local Operator
Bip
Bip Belgrade
Bip Belgrade
Frubi
Rubin
Rubin
Frutella
Rodic
Rodic
La Vita
Vino Zupa
Vino Zupa
Nectar
Nectar
Nectar
Takovo
Swisslion
Swisslion Takovo
SOURCE: Canadean
PDF Editor
PACK TYPE/SIZE (CL)
BRAND

2009
2010
2011
NR GLASS
70
TAKOVO (SWISSLION)
186.80
196.00
201.00
44.48
46.67
47.86
100
FRUCTAL (SLOVENIA)
205.00
217.30
226.90
34.17
36.22
36.25
95.80
83.78
92.15
18.78
16.43
18.07
216.90
217.90
36.15
36.32
REFGLASS
NRPET
85
FRUTELA (RODIC)
100
FRUBI (RUBIN)
100
K PLUS PL (IDEA)
100
LA VITA (VINO ZUPA)
100
MERCATOR PL
100
NECTAR (BACKA PALANKA)
172.80
199.76

2009
2010
2011
109.99
113.99
28.80
32.25
32.57
193.50
209.90
33.29
35.99
39.60
186.00
195.00
18.33
18.73
215.95
220.99
31.00
31.71
85
DAGIO (DUGA FRUIT)
103.50
110.90
20.29
21.75
85
PREMIA (MAXI)
115.00
169.90
18.82
27.85
85
TOP BUDGET PL (INTEREX)
96.00
99.00
22.55
23.24
176.00
159.90
29.33
26.65
100
BIPSI (BIP)
154.90
25.82
SOURCE : Canadean
Production
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
19.3
18.0
19.8
22.6
23.5
24.0
24.4
25.0
25.5
26.7
30.3
32.6
1.4
0.6
0.8
0.5
0.5
0.5
0.6
0.7
0.7
0.7
0.7
0.1
0.2
0.2
0.2
0.4
0.2
0.2
0.2
0.2
1.3
1.5
1.7
19.2
19.2
20.1
23.2
23.6
24.3
24.7
25.4
26.0
26.1
29.5
31.5
Imports
Exports
Consumption
Million Litres
Total
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
0.6
0.7
0.7
0.7
0.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.1
0.1
0.1
0.1
14.3 %
13.9 %
14.1 %
14.9 %
0.6
0.6
0.6
0.6
85.7 %
86.1 %
85.9 %
85.1 %
Croatia
Others
% Share
0.6
PDF Editor
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.2
0.2
1.3
1.5
1.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Others
0.2
0.2
1.3
1.5
1.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
25.4
26.0
26.1
29.5
31.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Orange
8.0
8.3
9.3
10.6
10.6
31.4 %
31.7 %
35.6 %
35.9 %
33.5 %
Lemon
5.8
5.7
7.8
9.0
10.3
23.1 %
22.0 %
29.9 %
30.6 %
32.5 %
Other Fruit
7.2
7.8
3.6
4.0
4.3
28.5 %
30.0 %
13.8 %
13.6 %
13.7 %
Berries
1.8
1.7
2.9
3.2
3.9
7.0 %
6.7 %
11.2 %
10.9 %
12.5 %
Cherry
0.4
0.5
0.7
0.8
0.5
1.5 %
1.8 %
2.8 %
2.7 %
1.7 %
Apple
0.9
0.9
0.8
0.8
0.8
3.6 %
3.5 %
3.1 %
2.6 %
2.6 %
Pineapple
0.4
0.4
0.4
1.5 %
1.4 %
1.4 %
Mango
0.2
0.4
0.4
0.9 %
1.3 %
1.3 %
0.3
0.3
0.3
1.1 %
0.9 %
0.8 %
Total
Apricot
1.2
1.1
4.8 %
4.2 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
24.7
25.4
26.0
26.1
29.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Frutella
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
Bip
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
2.7
3.1
4.2
5.0
10.5 %
11.8 %
16.2 %
16.8 %
Total
Takovo
Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
La Vita
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
Frubi
0.5
0.3
0.4
0.1
0.1
2.1 %
1.4 %
1.4 %
0.4 %
0.2 %
Miloduh
3.5
14.1 %
Navip
0.0
0.1 %
Pivovar
0.2
0.3
0.4
0.7 %
1.3 %
1.3 %
Jagodinska Pivara
0.1
0.1
0.1
0.6 %
0.5 %
0.3 %
Others
5.8
6.5
6.4
6.1
6.4
23.5 %
25.5 %
24.6 %
23.2 %
21.7 %
Other Private Label
0.5
0.8
0.9
0.4
0.8
1.8 %
3.1 %
3.4 %
1.5 %
2.5 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.5
0.8
0.9
0.4
0.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Other Private Label
0.5
0.8
0.9
0.4
0.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
24.7
25.4
26.0
26.1
29.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Orange
8.1
8.0
8.3
9.3
10.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Bip
1.8
1.4
1.2
2.1
3.2
22.4 %
17.4 %
14.2 %
22.7 %
30.6 %
- Frutella
1.0
1.3
1.6
2.5
2.4
12.0 %
16.2 %
19.5 %
26.5 %
22.8 %
- Nectar
1.0
1.4
1.5
1.7
1.7
12.5 %
17.7 %
18.4 %
17.8 %
16.2 %
0.8
0.9
1.5
1.7
9.8 %
11.3 %
15.8 %
16.0 %
Total
- Takovo
- Others
2.2
2.3
2.3
1.2
1.3
27.6 %
29.4 %
28.3 %
12.8 %
11.9 %
- La Vita
0.7
0.2
0.1
0.4
0.2
8.8 %
2.6 %
1.8 %
4.0 %
2.0 %
- Frubi
0.2
0.2
0.2
0.0
0.0
2.8 %
2.1 %
1.9 %
0.5 %
0.4 %
- Miloduh
1.0
12.9 %
- Navip
0.0
0.4 %
4.1 %
4.2 %
0.6 %
0.6 %
0.4 %
- Pivovar
0.3
0.4
- Jagodinska Pivara
0.1
0.0
0.0
Total Lemon
5.4
5.8
5.7
7.8
9.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Bip
1.2
1.0
0.9
1.4
2.2
21.3 %
17.0 %
15.3 %
18.4 %
23.9 %
- Others
0.9
1.1
1.0
1.9
2.1
15.8 %
19.0 %
17.9 %
24.3 %
23.3 %
- Frutella
0.8
1.1
1.2
1.5
1.7
15.5 %
19.5 %
20.4 %
19.2 %
18.8 %
- Nectar
1.6
1.9
1.9
1.5
1.4
30.4 %
31.9 %
33.2 %
19.6 %
15.6 %
0.5
0.5
1.2
1.5
8.2 %
9.2 %
15.1 %
16.6 %
- Takovo
- La Vita
0.2
0.1
0.1
0.2
0.2
3.6 %
2.5 %
2.3 %
3.1 %
1.7 %
- Frubi
0.1
0.1
0.1
0.0
0.0
2.5 %
1.8 %
1.8 %
0.3 %
0.1 %
- Miloduh
0.6
Total Other Fruit
8.0
7.2
7.8
3.6
4.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
1.4
1.5
1.5
1.3
1.4
17.4 %
20.8 %
18.7 %
36.9 %
33.6 %
- Nectar
1.2
1.8
2.1
1.2
1.1
15.3 %
25.0 %
26.6 %
33.1 %
28.3 %
- Other PL
0.5
0.8
0.9
0.4
0.8
5.7 %
10.8 %
11.2 %
10.5 %
18.7 %
0.2
0.3
0.5
0.6
3.2 %
3.4 %
14.7 %
14.9 %
- Takovo
10.9 %
- Frutella
2.8
2.7
3.0
0.1
0.1
34.4 %
37.9 %
38.2 %
2.8 %
3.0 %
- La Vita
0.4
0.1
0.1
0.1
0.1
4.6 %
1.4 %
1.1 %
1.9 %
1.5 %
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Million Litres
2006
2007
2008
% Share
2009
2010
2006
2007
2008
0.6 %
1.0 %
0.7 %
2009
2010
- Miloduh
1.5
18.7 %
- Pivovar
0.2
2.2 %
- Frubi
0.1
1.1 %
- Jagodinska Pivara
0.0
0.1
0.1
Total Berries
1.5
1.8
1.7
2.9
3.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.6
0.6
0.6
0.9
0.9
44.5 %
33.8 %
37.0 %
29.6 %
28.8 %
0.8
0.9
0.7
0.8
44.2 %
50.4 %
25.2 %
24.6 %
1.0
1.4
35.4 %
41.9 %
- Takovo
- Frutella
- La Vita
0.1
0.1
0.3
0.2
0.3
0.1
0.0
0.0
32.0 %
5.1 %
5.9 %
9.2 %
4.7 %
16.9 %
6.7 %
0.7 %
0.0 %
- Bip
0.5
- Miloduh
0.3
Total Apple
0.7
0.9
0.9
0.8
0.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.2
0.2
0.1
0.6
0.6
24.4 %
16.3 %
15.9 %
72.8 %
73.9 %
- Nectar
0.4
0.7
0.7
0.2
0.2
57.6 %
78.4 %
79.4 %
24.7 %
24.0 %
- La Vita
0.1
0.0
0.0
0.0
0.0
13.2 %
5.2 %
4.8 %
2.5 %
2.1 %
- Jagodinska Pivara
0.0
23.6 %
4.9 %
Total Cherry
0.4
0.5
0.7
0.8
100.0 %
100.0 %
100.0 %
100.0 %
- Takovo
0.3
0.4
0.3
0.3
71.9 %
75.0 %
36.5 %
37.5 %
0.3
0.4
37.8 %
47.5 %
- Frutella
- La Vita
0.1
0.1
0.2
0.1
28.1 %
25.0 %
25.7 %
15.0 %
Total Apricot
1.0
1.2
1.1
0.3
0.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.5
0.8
0.8
0.2
0.2
48.0 %
61.3 %
72.0 %
66.2 %
74.6 %
0.1
0.1
0.1
0.1
8.1 %
10.7 %
17.7 %
21.6 %
- Takovo
- Frubi
0.1
0.1
0.1
0.0
0.0
6.0 %
6.1 %
9.3 %
10.8 %
3.8 %
- Bip
0.5
0.3
0.1
0.0
0.0
46.0 %
24.5 %
8.0 %
5.3 %
0.0 %
Total Pineapple
0.4
0.4
100.0 %
100.0 %
- Frutella
0.4
0.4
100.0 %
100.0 %
Total Mango
0.2
0.4
100.0 %
100.0 %
- Frutella
0.2
0.4
100.0 %
100.0 %
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Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
24.7
25.4
26.0
26.1
29.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Bip Belgrade
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
- Bip
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
Jagodinska Pivara
0.1
0.1
0.1
0.6 %
0.5 %
0.3 %
- Jagodinska Pivara
0.1
0.1
0.1
0.6 %
0.5 %
0.3 %
Navip Zemun
0.0
0.1 %
- Navip
0.0
0.1 %
Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
- Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
Others
6.3
7.2
7.3
6.4
7.2
25.3 %
28.6 %
28.0 %
24.7 %
24.3 %
0.5
0.8
0.9
0.4
0.8
1.8 %
3.1 %
3.4 %
1.5 %
2.5 %
- Others
5.8
6.5
6.4
6.1
6.4
23.5 %
25.5 %
24.6 %
23.2 %
21.7 %
Pivara Nis
0.2
0.3
0.4
0.7 %
1.3 %
1.3 %
- Pivovar
0.2
0.3
0.4
0.7 %
1.3 %
1.3 %
Rodic
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
- Frutella
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
Rubin
0.5
0.3
0.4
0.1
0.1
2.1 %
1.4 %
1.4 %
0.4 %
0.2 %
- Frubi
0.5
0.3
0.4
0.1
0.1
2.1 %
1.4 %
1.4 %
0.4 %
0.2 %
Swisslion
3.5
2.7
3.1
4.2
5.0
14.1 %
10.5 %
11.8 %
16.2 %
16.8 %
- Miloduh
3.5
10.5 %
11.8 %
16.2 %
16.8 %
Total
- Takovo
14.1 %
2.7
3.1
4.2
5.0
Vino Zupa
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
- La Vita
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
24.7
25.3
26.0
26.1
29.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Bip Belgrade
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
- Bip
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
Jagodinska Pivara
0.1
0.1
0.1
0.6 %
0.5 %
0.3 %
- Jagodinska Pivara
0.1
0.1
0.1
0.6 %
0.5 %
0.3 %
Navip Zemun
0.0
Total
PDF Editor
0.1 %
Million Litres
2006
2007
2008
% Share
2009
2010
2006
2007
2008
2009
2010
- Navip
0.0
0.1 %
Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
- Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
Others
6.3
7.2
7.3
6.4
7.2
25.3 %
28.6 %
28.0 %
24.7 %
24.3 %
0.5
0.8
0.9
0.4
0.8
1.8 %
3.1 %
3.4 %
1.5 %
2.5 %
- Others
5.8
6.5
6.4
6.1
6.4
23.5 %
25.5 %
24.6 %
23.2 %
21.7 %
Pivara Nis
0.2
0.3
0.4
0.7 %
1.3 %
1.3 %
- Pivovar
0.2
0.3
0.4
0.7 %
1.3 %
1.3 %
Rodic
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
- Frutella
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
Rubin
0.5
0.3
0.4
0.1
0.1
2.1 %
1.4 %
1.4 %
0.4 %
0.2 %
- Frubi
0.5
0.3
0.4
0.1
0.1
2.1 %
1.4 %
1.4 %
0.4 %
0.2 %
Swisslion Miloduh
3.5
14.1 %
- Miloduh
3.5
14.1 %
Swisslion Takovo
2.7
3.1
4.2
5.0
10.5 %
11.8 %
16.2 %
16.8 %
- Takovo
2.7
3.1
4.2
5.0
10.5 %
11.8 %
16.2 %
16.8 %
Vino Zupa
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
- La Vita
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
24.7
25.4
26.0
26.1
29.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Rodic
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
Bip Belgrade
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
Swisslion
3.5
2.7
3.1
4.2
5.0
14.1 %
10.5 %
11.8 %
16.2 %
16.8 %
Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
Vino Zupa
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
Rubin
0.5
0.3
0.4
0.1
0.1
2.1 %
1.4 %
1.4 %
0.4 %
0.2 %
Pivara Nis
0.2
0.3
0.4
0.7 %
1.3 %
1.3 %
Jagodinska Pivara
0.1
0.1
0.1
0.6 %
0.5 %
0.3 %
Navip Zemun
0.0
Others
6.3
28.6 %
28.0 %
24.7 %
24.3 %
0.1 %
7.2
7.3
6.4
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7.2
25.3 %
Million Litres
2006
2007
2008
% Share
2009
2010
2006
2007
2008
2009
2010
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
24.7
25.3
26.0
26.1
29.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Rodic
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
Bip Belgrade
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
2.7
3.1
4.2
5.0
10.5 %
11.8 %
16.2 %
16.8 %
Swisslion Takovo
Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
Vino Zupa
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
Rubin
0.5
0.3
0.4
0.1
0.1
2.1 %
1.4 %
1.4 %
0.4 %
0.2 %
Jagodinska Pivara
0.1
0.1
0.1
0.6 %
0.5 %
0.3 %
Navip Zemun
0.0
0.1 %
Swisslion Miloduh
3.5
14.1 %
Pivara Nis
0.2
0.3
0.4
0.7 %
1.3 %
1.3 %
Others
6.3
7.2
7.3
25.3 %
28.6 %
28.0 %
24.7 %
24.3 %
6.4
7.2
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Squash/Syrups
25.4
26.0
26.1
29.5
31.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
11.7
11.7
10.9
13.6
14.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
3.8
3.5
1.6
1.7
1.7
14.8 %
13.5 %
5.9 %
5.7 %
5.4 %
- Bottle
3.8
3.5
1.6
1.7
1.7
14.8 %
13.5 %
5.9 %
5.7 %
5.4 %
- 70cl
3.8
3.5
1.6
1.7
1.7
14.8 %
13.5 %
5.9 %
5.7 %
5.4 %
8.0
8.2
9.3
12.0
12.5
31.4 %
31.5 %
35.6 %
40.6 %
39.7 %
- Bottle
8.0
8.2
9.3
12.0
12.5
31.4 %
31.5 %
35.6 %
40.6 %
39.7 %
- 85cl
1.5
2.0
3.9
5.0
5.1
5.9 %
7.9 %
14.7 %
16.8 %
16.2 %
- 100cl
3.0
3.2
4.7
6.1
6.4
11.9 %
12.4 %
17.8 %
20.7 %
20.3 %
- 150cl
2.7
2.3
0.7
0.8
0.9
10.7 %
9.0 %
2.7 %
2.7 %
2.9 %
- 300cl
0.8
0.6
0.1
0.1
0.1
3.0 %
2.2 %
0.4 %
0.4 %
0.4 %
- Glass
- PET
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Refillable
13.6
14.3
15.3
15.9
17.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Glass
13.6
14.3
15.3
15.9
17.3
53.7 %
55.1 %
58.5 %
53.8 %
54.9 %
- Bottle
13.6
14.3
15.3
15.9
17.3
53.7 %
55.1 %
58.5 %
53.8 %
54.9 %
- 85cl
2.7
2.0
2.0
2.1
2.3
10.7 %
7.9 %
7.5 %
7.1 %
7.3 %
- 100cl
10.9
12.3
13.3
13.8
15.0
43.1 %
47.2 %
51.0 %
46.7 %
47.6 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
25.3
26.0
26.1
29.5
31.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
24.0
24.8
25.9
29.3
31.5
94.7 %
95.5 %
99.4 %
99.3 %
99.7 %
On-Premise
1.4
1.2
0.2
0.2
0.1
5.3 %
4.5 %
0.6 %
0.7 %
0.3 %
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Chart - Fruit Powders Leading Trademark Owners & Private Label, 2010......................................................... 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Fruit Powders Trademarks 2008-2010 .................................................................................................. 3
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 4
New Products 2010 ............................................................................................................................................. 4
Fruit Powders Trademark Owners and Local Operators .................................................................................... 4
Fruit Powders Selected Off-Premise Prices (Supermarket), 2009-2011 ............................................................ 5
Fruit Powders Selected On-Premise Prices , 2009-2011 ................................................................................... 5
Fruit Powders Production/Trade/Consumption, 2000-2011F ............................................................................. 6
Fruit Powders Foreign Trade By Country (Imports), 2007-2011F ...................................................................... 6
Fruit Powders Foreign Trade By Country (Exports), 2007-2011F ...................................................................... 6
Fruit Powders Consumption by Flavour, 2007-2011F ........................................................................................ 6
Fruit Powders All Trademarks, 2006-2010 ......................................................................................................... 7
Fruit Powders Brands by Flavour, 2006-2010 .................................................................................................... 7
Fruit Powders All Trademark Owners, 2006-2010 .............................................................................................. 8
Fruit Powders All Local Operators, 2006-2010 ................................................................................................... 8
Fruit Powders Leading Trademark Owners, 2006-2010 ..................................................................................... 9
Fruit Powders Leading Local Operators, 2006-2010 .......................................................................................... 9
Fruit Powders Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F ................................................. 9
Fruit Powders Distribution: On vs Off Premise, 2007-2011F ............................................................................ 10
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Market Size
Million Litres
Litres Per
Capita
19.5
2.7
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
18.2 %
9.5 %
6.5 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
1,850.00
94.39
25.73
1.31
Orange
Others
69.5 %
30.5 %
Off-Premise
On-Premise
94.4 %
5.6 %
Foil
HDPE
PET
Other
53.6 %
42.0 %
4.4 %
0.0 %
Consumption 2010
Growth
Market Value
Segmentation 2010
% Share
Distribution 2010
% Share
Packaging 2010
% Share
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The whole category grew by 7%, mostly driven by consumer perception that fruit powders is a healthy
category. Growth was led by Cedevita brand owner, Atlantic Grupa. Cedevita Go boasts a unique closure
system making it almost rtd, and whilst it was launched in 2009, it really began making progress in 2010.
Since Atlantic Grupa bought Multivita in 2007, this market has been dominated by one player, Atlantic Grupa.
As the category grew in both volumes and producers margins, there was growing desire from some regional
companies (Agrokor-Idea retail) to start own production, not related to Private Label.
Outlook
A 1% increase is expected in 2011. This growth could be higher, if some companies realised their wish to start
their own production.
Segmentation
Orange and lemon remained the most dominant, with a 94% market share. Other fruit recorded a 27% drop.
The low calorie segment recorded high volumes in the past years. A lack of demand resulted in less shelf
presence, especially in traditional trade and a poor performance in 2010.
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
Cedevita
Atlantic Grupa
13.3
14.3
14.3
Multivita (Atlantic Grupa)
Atlantic Grupa
3.1
2.9
4.1
Cevitana
Vitaminka
1.1
1.0
0.9
Frutti
Kendy
0.2
0.1
0.1
Over 90% of the market was in the hands of two brands owned by one owner - Atlantic Grupa. Imported brand
Cevitana (Vitaminka) struggled as one of the only brands competing in the market that was not owned by
Atlantic Grupa.
This situation could change in the coming years, if Agrokor (Idea-Serbia and Konzum-Croatia) decide to enter
this highly profitable market.
Functional Products
Each Cedevita product included additional vitamins; Cedevita Kids brand has vitamins and calcium targeting
the young population and parents.
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Currently, retail interest and Private Label volumes, including Vitamix (Mercator) PL are insignificant. Besides
the wider range of pack sizes (500gr and 1000gr foil sachet and 200gr HDPE tub) the turnover was minimal.
The volume of Private Label was too small to be included in this report however.
Marketing
Cedevita Go (Atlantic Grupa) was the most advertised product in 2010, in order to raise brand awareness and
to promote the unique closure solution. (When the cap is twisted, powder drops into the liquid in the bottle.)
Atlantic Grupa also paid more attention on branding Horeca outlets.
Pricing/Valuation
Prices increased, as followed by the currency depreciation. Atlantic Grupa, as market leader, raised its prices
twice, in April and in September, 2010. Convenience outlets made the highest price increases on account of it
24/7 opening times.
Packaging
Foil sachets were the most dominant pack type, with around 54% of the market. HDPE 200gr, followed with
500gr and 1,000gr sachet.
Distribution
Off-premise was the most dominant channel, recording 94% of the market, equally distributed in traditional,
large modern and convenience.
On-premise showed growth of 57%, from a small base, supported by Cedevita Go and the always popular
15gr foil sachet. This on-premise trend is expected to continue.
New Products 2010

Trademark
Ultimate Owner
Local Operator
Cedevita
Atlantic Grupa
Cedevita
Cevitana
Vitaminka
Vitaminka
Frutti
Kendy
Kendy
Atlantic Grupa
Multivita
SOURCE: Canadean
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PACK TYPE/SIZE (G)
BRAND

2009
2010
2011

2009
2010
2011
HDPE
TUB
200
CEDEVITA (CEDEVITA)
139.90
126.00
165.90
43.42
42.78
72.45
200
MULTIVITA (MULTIVITA)
112.90
111.22
143.90
53.81
48.46
62.84
NRPET
355
CEDEVITA GO
95.00
95.00
267.61
267.71
FOIL
SACHET
200
CEVITANA (VITAMINKA)
125.00
150.90
48.08
65.90
500
CEDEVITA (CEDEVITA)
310.90
352.62
385.90
47.83
54.25
59.37
500
268.90
290.00
343.90
41.37
44.62
52.91
500
223.50
263.96
336.90
34.38
40.61
51.83
1000
CEDEVITA (CEDEVITA)
587.90
537.38
737.90
45.22
41.34
56.76
1000
439.16
424.98
625.90
33.78
32.69
48.15
1000
488.90
478.92
617.90
37.61
36.84
47.53
SACHET
FRUTTI (KENDY)
11.10
12.80
16.99
5.55
6.40
8.50
STEP (KENDY)
15.20
17.90
24.90
7.60
8.95
12.45
PACK TYPE/SIZE (G)
BRAND

2009
2010
2011

2009
2010
2011
FOIL
SACHET
CEDEVITA (CEDEVITA)
120.00
600.00
SOURCE : Canadean
15
SOURCE : Canadean
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130.00
650.00
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
Production
3.1
3.0
4.8
3.8
2.6
2.2
3.2
4.7
6.8
3.8
0.2
1.3
Imports
3.7
3.8
3.6
2.8
4.1
6.8
8.6
10.6
11.2
14.8
19.4
18.5
1.9
1.1
0.8
0.5
0.5
0.4
0.3
0.3
0.1
0.1
6.4
5.5
5.9
8.5
11.4
14.9
17.8
18.3
19.5
19.8
Exports
Consumption
6.8
6.7
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
10.6
11.2
14.8
19.4
18.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Croatia
9.3
9.9
13.7
18.4
18.4
88.0 %
88.2 %
93.0 %
94.6 %
99.1 %
Macedonia
1.0
1.3
1.0
1.0
0.1
9.6 %
11.7 %
7.0 %
5.1 %
0.5 %
Others
0.3
0.0
0.0
0.1
0.1
2.4 %
0.1 %
0.1 %
0.3 %
0.4 %
Total
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.4
0.3
0.3
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Others
0.4
0.3
0.3
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
14.9
17.8
18.3
19.5
19.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Orange
9.9
11.7
12.5
13.6
13.8
66.9 %
66.1 %
68.1 %
69.5 %
69.7 %
Lemon
3.3
3.9
4.1
4.7
4.7
22.3 %
21.8 %
22.4 %
23.8 %
23.9 %
Other Fruit
1.5
2.1
1.7
1.2
1.2
10.1 %
11.6 %
9.2 %
6.3 %
6.0 %
Berries
0.1
0.1
0.1
0.1
0.1
0.7 %
0.4 %
0.3 %
0.4 %
0.4 %
Total
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
11.4
14.9
17.8
18.3
19.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Cedevita
8.0
10.6
13.3
14.3
14.3
70.3 %
71.1 %
75.0 %
77.8 %
73.5 %
2.3
2.8
3.1
2.9
4.1
20.4 %
18.7 %
17.6 %
15.9 %
21.0 %
Cevitana
0.6
1.0
1.1
1.0
0.9
5.1 %
6.9 %
6.1 %
5.6 %
4.8 %
Frutti
0.3
0.2
0.2
0.1
0.1
2.2 %
1.5 %
1.2 %
0.6 %
0.5 %
Top Power (Multivita)
0.2
0.3
1.8 %
1.7 %
Others
0.0
0.0
0.3 %
0.1 %
0.1 %
0.0 %
0.2 %
Total
0.0
0.0
0.0
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
11.4
14.9
17.8
18.3
19.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Orange
7.4
9.9
11.7
12.5
13.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Cedevita
5.6
7.5
9.2
9.4
9.6
75.7 %
75.9 %
78.1 %
75.2 %
70.8 %
- Multivita (Atlantic
Grupa)
1.5
1.8
2.0
1.9
2.9
19.5 %
17.6 %
17.1 %
15.1 %
21.3 %
- Cevitana
0.2
0.5
0.6
0.6
0.5
3.1 %
5.0 %
4.8 %
4.4 %
3.7 %
0.7
0.6
5.3 %
4.3 %
Total
- Cedevita GO
- Top Power (Multivita)
0.1
0.2
1.6 %
1.5 %
Total Lemon
2.3
3.3
3.9
4.1
4.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Cedevita
1.6
2.3
2.8
2.8
2.9
67.8 %
68.7 %
72.1 %
69.0 %
62.8 %
Grupa)
0.5
0.5
0.6
0.7
1.0
19.3 %
15.6 %
15.5 %
15.8 %
22.1 %
- Cevitana
0.2
0.4
0.5
0.5
0.4
9.4 %
12.6 %
12.4 %
11.4 %
9.2 %
0.2
0.3
3.7 %
5.8 %
- Cedevita GO
0.1
0.1
3.4 %
3.0 %
Total Other Fruit
1.5
1.5
2.1
1.7
1.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Cedevita
0.8
0.7
1.3
1.2
1.0
53.5 %
49.4 %
65.2 %
72.7 %
78.9 %
Grupa)
0.3
0.4
0.4
0.3
0.1
19.6 %
27.3 %
21.3 %
20.2 %
9.0 %
- Frutti
0.3
0.2
0.2
0.1
0.1
16.4 %
15.3 %
10.6 %
6.5 %
8.1 %
- Others
0.0
0.0
0.0
0.0
0.0
2.0 %
1.3 %
0.5 %
0.1 %
3.3 %
- Cevitana
0.1
0.1
0.1
0.0
0.0
8.5 %
6.7 %
2.4 %
0.6 %
0.7 %
Total Berries
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Grupa)
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
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Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
11.4
14.9
17.8
18.3
19.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Atlantic Grupa
8.0
10.6
16.4
17.2
18.4
70.3 %
71.1 %
92.6 %
93.8 %
94.5 %
- Cedevita
8.0
10.6
13.3
14.3
14.3
70.3 %
71.1 %
75.0 %
77.8 %
73.5 %
3.1
2.9
4.1
17.6 %
15.9 %
21.0 %
Total
Grupa)
Kendy
0.3
0.2
0.2
0.1
0.1
2.2 %
1.5 %
1.2 %
0.6 %
0.5 %
- Frutti
0.3
0.2
0.2
0.1
0.1
2.2 %
1.5 %
1.2 %
0.6 %
0.5 %
Multivita
2.5
3.0
22.1 %
20.4 %
Grupa)
2.3
2.8
20.4 %
18.7 %
0.2
0.3
1.8 %
1.7 %
Others
0.0
0.0
0.0
0.0
0.0
0.3 %
0.1 %
0.1 %
0.0 %
0.2 %
- Others
0.0
0.0
0.0
0.0
0.0
0.3 %
0.1 %
0.1 %
0.0 %
0.2 %
Vitaminka
0.6
1.0
1.1
1.0
0.9
5.1 %
6.9 %
6.1 %
5.6 %
4.8 %
- Cevitana
0.6
1.0
1.1
1.0
0.9
5.1 %
6.9 %
6.1 %
5.6 %
4.8 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
11.4
14.9
17.8
18.3
19.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Cedevita
8.0
10.6
13.3
14.3
14.3
70.3 %
71.1 %
75.0 %
77.8 %
73.5 %
- Cedevita
8.0
10.6
13.3
14.3
14.3
70.3 %
71.1 %
75.0 %
77.8 %
73.5 %
Kendy
0.3
0.2
0.2
0.1
0.1
2.2 %
1.5 %
1.2 %
0.6 %
0.5 %
- Frutti
0.3
0.2
0.2
0.1
0.1
2.2 %
1.5 %
1.2 %
0.6 %
0.5 %
Multivita
2.5
3.0
3.1
2.9
4.1
22.1 %
20.4 %
17.6 %
15.9 %
21.0 %
Grupa)
2.3
2.8
3.1
2.9
4.1
20.4 %
18.7 %
17.6 %
15.9 %
21.0 %
0.2
0.3
1.8 %
1.7 %
Others
0.0
0.0
0.0
0.0
0.0
0.3 %
0.1 %
0.1 %
0.0 %
0.2 %
- Others
0.0
0.0
0.0
0.0
0.0
0.3 %
0.1 %
0.1 %
0.0 %
0.2 %
Vitaminka
0.6
1.0
1.1
1.0
0.9
5.1 %
6.9 %
6.1 %
5.6 %
4.8 %
- Cevitana
0.6
1.0
1.1
1.0
0.9
5.1 %
6.9 %
6.1 %
5.6 %
4.8 %
Total
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
11.4
14.9
17.8
18.3
19.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Atlantic Grupa
8.0
10.6
16.4
17.2
18.4
70.3 %
71.1 %
92.6 %
93.8 %
94.5 %
Vitaminka
0.6
1.0
1.1
1.0
0.9
5.1 %
6.9 %
6.1 %
5.6 %
4.8 %
Kendy
0.3
0.2
0.2
0.1
0.1
2.2 %
1.5 %
1.2 %
0.6 %
0.5 %
Multivita
2.5
3.0
22.1 %
20.4 %
Others
0.0
0.0
0.3 %
0.1 %
0.1 %
0.0 %
0.2 %
Total
0.0
0.0
0.0
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
11.4
14.9
17.8
18.3
19.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Cedevita
8.0
10.6
13.3
14.3
14.3
70.3 %
71.1 %
75.0 %
77.8 %
73.5 %
Multivita
2.5
3.0
3.1
2.9
4.1
22.1 %
20.4 %
17.6 %
15.9 %
21.0 %
Vitaminka
0.6
1.0
1.1
1.0
0.9
5.1 %
6.9 %
6.1 %
5.6 %
4.8 %
Kendy
0.3
0.2
0.2
0.1
0.1
2.2 %
1.5 %
1.2 %
0.6 %
0.5 %
Others
0.0
0.0
0.0
0.0
0.0
0.3 %
0.1 %
0.1 %
0.0 %
0.2 %
Total
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Fruit Powders
14.9
17.8
18.3
19.5
19.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
14.9
17.8
18.3
19.5
19.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Board
0.4
0.6
0.6
0.0
0.0
2.7 %
3.4 %
3.2 %
0.0 %
0.0 %
- Tub
0.4
0.6
0.6
0.0
0.0
2.7 %
3.4 %
3.2 %
0.0 %
0.0 %
- 400g
0.3
0.5
0.5
0.0
0.0
2.0 %
2.8 %
2.6 %
0.0 %
0.0 %
- 1000g
0.1
0.1
0.1
0.0
0.0
0.7 %
0.6 %
0.5 %
0.0 %
0.0 %
13.4
16.0
15.3
10.5
10.6
89.9 %
89.9 %
83.6 %
53.6 %
53.4 %
13.4
16.0
15.3
10.5
10.6
89.9 %
89.9 %
83.6 %
53.6 %
53.4 %
- 5g
0.3
0.2
0.2
0.1
0.0
1.7 %
1.3 %
1.3 %
0.3 %
0.2 %
- 7g
0.1
0.1
0.1
0.0
0.0
0.3 %
0.3 %
0.3 %
0.0 %
0.0 %
- 10g
1.0
0.9
4.9 %
4.6 %
- 15g
0.7
0.8
3.6 %
4.0 %
- Foil
- Sachet
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
- 200g
4.1
4.6
4.9
0.0
- 430g
0.2
0.2
0.2
0.1
0.1
1.0 %
0.9 %
0.9 %
0.6 %
0.6 %
- 500g
4.3
5.5
5.3
4.8
4.8
28.9 %
30.8 %
28.9 %
24.5 %
24.2 %
- 1000g
4.5
5.4
4.7
3.8
3.9
30.4 %
30.6 %
25.8 %
19.7 %
19.7 %
- HDPE
1.1
1.2
1.4
8.2
8.3
7.4 %
6.7 %
7.6 %
42.0 %
41.8 %
- Tub
1.1
1.2
1.4
8.2
8.3
7.4 %
6.7 %
7.6 %
42.0 %
41.8 %
- 180g
0.2
0.2
0.2
0.1
0.1
1.3 %
1.1 %
1.3 %
0.5 %
0.5 %
- 200g
0.9
1.0
1.2
8.1
8.2
6.1 %
5.6 %
6.3 %
41.5 %
41.3 %
1.0
0.9
1.0
5.6 %
4.4 %
4.8 %
- Bottle
1.0
0.9
1.0
5.6 %
4.4 %
4.8 %
- 355g
1.0
0.9
1.0
5.6 %
4.4 %
4.8 %
- PET
2011F
2007
2008
2009
2010
27.6 %
25.9 %
26.5 %
0.0 %
2011F
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
14.9
17.8
18.3
19.6
19.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
14.7
17.2
17.6
18.5
18.6
98.7 %
96.9 %
96.2 %
94.4 %
94.1 %
On-Premise
0.2
0.6
0.7
1.1
1.2
1.3 %
3.1 %
3.8 %
5.6 %
5.9 %
PDF Editor
Chart - Iced/RTD Tea Drinks Leading Trademark Owners & Private Label, 2010 ............................................. 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Iced/RTD Tea Drinks Trademarks 2008-2010 ...................................................................................... 3
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 4
New Products 2010 ............................................................................................................................................. 5
Iced/RTD Tea Drinks New Products 2010 .......................................................................................................... 5
Iced/RTD Tea Drinks New Products Photo Shots 2010 ..................................................................................... 5
Iced/RTD Tea Drinks Trademark Owners and Local Operators ......................................................................... 5
Iced/Rtd Tea Drinks Selected Off-Premise Prices, 2009-2011 ........................................................................... 6
Iced/Rtd Tea Drinks Selected On-Premise Prices, 2009-2011 ........................................................................... 6
Iced/RTD Tea Drinks Production/Trade/Consumption, 2000-2011F .................................................................. 7
Iced/RTD Tea Drinks Foreign Trade By Country (Imports), 2007-2011F ........................................................... 7
Iced/RTD Tea Drinks Foreign Trade By Country (Exports), 2007-2011F ........................................................... 7
Iced/RTD Tea Drinks Consumption by Segment, 2007-2011F .......................................................................... 7
Iced/RTD Tea Drinks Consumption by Flavour, 2007-2011F ............................................................................. 8
Iced/RTD Tea Drinks All Trademarks, 2006-2010 .............................................................................................. 8
Iced/RTD Tea Drinks Brands by Segment, 2006-2010....................................................................................... 9
Iced/RTD Tea Drinks Private Label Brands by Segment, 2006-2010 ................................................................ 9
Iced/RTD Tea Drinks Brands by Flavour, 2006-2010 ....................................................................................... 10
Iced/RTD Tea Drinks All Trademark Owners, 2006-2010 ................................................................................ 11
Iced/RTD Tea Drinks All Local Operators, 2006-2010...................................................................................... 12
Iced/RTD Tea Drinks Leading Trademark Owners, 2006-2010 ....................................................................... 13
Iced/RTD Tea Drinks Leading Local Operators, 2006-2010 ............................................................................. 14
Iced/RTD Tea Drinks Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F .................................... 15
Iced/RTD Tea Drinks Distribution: On vs Off Premise, 2007-2011F ................................................................ 16
PDF Editor
Market Size
Million Litres
Litres Per
Capita
18.9
2.6
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
26.9 %
38.8 %
29.1 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
2,859.55
151.48
39.77
2.11
Consumption 2010
Growth
Market Value
Segmentation 2010
RTD
% Share
100.0 %
Distribution 2010
Off-Premise
On-Premise
84.6 %
15.4 %
PET
Board
Glass
Other
85.4 %
11.7 %
1.5 %
1.4 %
% Share
Packaging 2010
% Share
PDF Editor

Iced/rtd tea drinks grew by 29% in 2010. The absolute leader was Nestea, with 52%, reflecting a 46% growth
in 2010. Growth of the category was driven by the perception that it is a healthier option than to JNSD, due to
the strong positioning in large modern retail (next to the fresh fruit segment and organic shelves) and branding
in the most popular Horeca destinations.
As a result of Rauch changing its distributor, from Nelt (P&G) to MD International (current Henkel distributor),
some time was lost due to the consolidation.
Outlook
4% growth is expected in 2011. Besides the slow economic recovery, still drinks will gain back some shares
from the iced/rtd tea drinks. It is unlikely that iced/rtd tea drinks will develop at such an impressive rate as the
category has already grown considerably.
Segmentation
Peach was the most popular flavour, holding a 62% share. Nestea peach drove growth in this segment, and
carried the segment forward despite losses made by Lipton, Rauch and Jamnica.
The second most popular flavour was Lemon, which made a small gain in 2010.
The best performing flavour in 2010 was forest fruits, which tripled its 2009 volumes, driven by Nestea and
Jamnica. Heavily supported by outdoor and trade marketing activity, this growth would be hard to repeat
again.
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
Nestea
Nestle
2.3
6.7
9.9
Jamnica
Agrokor
1.4
1.8
2.8
Rauch
Rauch
1.8
1.9
1.7
Nectar
Nectar
1.9
1.3
1.4
Hello
Fruvita
1.0
1.2
1.0
Golf
Knjaz Milos
0.7
0.4
0.4
Lipton
Unilever
0.4
0.4
Frutella
Rodic
0.2
0.5
0.4
La Vita
Vino Zupa
0.1
0.1
0.2
Pfanner
Pfanner
0.2
0.2
0.1
PDF Editor
Nestea recorded 46% growth in 2010. This was partly due to the positioning of their coolers, among the health
products in stores. Billboards and point of sale also drove development.
Jamnica grew by 56%, from a small base.
After changing its distribution partner, Rauch lost time and volume due to further consolidation which drove the
decline of its brand.

Most retailers had their own iced/rtd tea drinks brand. However, Private Label lines did not hold a large share,
accounting for less than 1% of the total market, with only Mercator present.
Branded products will remain popular in this market as the market perception is of a premium category. With
this in mind, consumers prefer to purchase branded products rather than products that are perceived to be
less good.
Marketing
Nestea and Rauch employ out-of-home marketing techniques as seen by their use of billboards. Billboard
campaigns strengthened category awareness. Also, in-store visibility and trade promotions supported the
brands growth.
Pricing/Valuation
Prices slowly increased and followed the currency depreciation.
Packaging
PET was the most dominant, with an 85% share and increased by an impressive 36% in 2010. Carton also
performed well, growing by 13% while glass struggled to keep up with the more modern pack materials.
Distribution
Off-premise increased by 32%. All retail formats grew with the highest growth seen in Convenience outlets in
2010, although Large Modern Retail still holds the lions share of the market at 38% overall share.
PDF Editor
New Products 2010
Nestea
Flavour(s)
Fruits of the
forest
Lemon, peach
Pack
Type/Size
50cl PET
150cl PET
20cl nr glass
Price
RSD49.99
RSD99.99
RSD168.00
Verde
Peach, lemon
150cl carton
RSD83.90
Company
Coca-Cola/Nestl
Brand
Nestea
Coca-Cola/Nestl
IB Tim
Comment
New flavour
New pack type, available in
on-premise
(See Figure 1)
Source : Canadean
Figure 1: Verde
Source : Canadean
Trademark
Ultimate Owner
Local Operator
Fructal
Pivovarna Lasko
Fructal
Frutella
Rodic
Rodic
Golf
Knjaz Milos
Knjaz Milos
Hello
Fruvita
Fruvita
Jamnica
Agrokor
Jamnica
La Vita
Vino Zupa
Vino Zupa
Lipton
Unilever
A&P
Mercator
Mercator
Others
Nectar
Nectar
Nectar
Nestea
Nestle
CCHBC
Pfanner
Pfanner
Pfanner
Rauch
Rauch
Rauch
Sola
Pivovarna Lasko
Pivovarna Union
SOURCE: Canadean
PDF Editor
BRAND

2009
2010
2011

2009
2010
2011
33
FRUTELA
17.40
19.58
52.73
50
FRUVITA
36.13
38.49
72.26
76.98
50
JAMNICA
48.36
57.90
96.72
115.80
50
LA VITA
25.95
34.58
51.90
69.16
50
LIPTON (PEPSI)
53.00
64.90
106.00
129.80
50
NESTEA
56.90
49.99
51.90
113.80
99.98
103.80
50
RAUCH
42.90
44.99
48.90
85.80
89.98
97.80
50
SOLA
49.71
58.39
99.42
116.78
70
FRUTELA (RODIC)
26.79
29.49
38.27
42.13
150
FRUVITA
64.79
73.58
43.19
49.05
150
JAMNICA
67.58
92.90
45.05
61.93
150
LA VITA
52.00
79.90
34.67
53.27
150
LIPTON (PEPSI)
95.00
115.90
63.33
77.27
150
NESTEA
99.99
105.90
66.66
70.60
150
RAUCH
86.99
92.90
57.99
61.93
150
SOLA
91.84
98.99
61.23
65.99
200
FRUTELA (RODIC)
55.34
58.39
27.67
29.20
PACK TYPE/SIZE
(CL)
NRPET
CAN
33
CARTON
59.33
SOLA (UNION, SLOVENIA)
48.32
52.89
56.59
146.42
160.27
171.48
100
NECTAR
44.90
54.78
61.90
44.90
54.78
61.90
100
RAUCH
94.99
102.00
94.99
102.00
150
NECTAR
88.90
89.99
97.99
59.27
59.99
65.33
200
RAUCH
163.90
168.99
169.58
81.95
84.50
84.79
BRAND

2009
2010
2011

2009
2010
2011
SOURCE : Canadean
PACK TYPE/SIZE
(CL)
NR
GLASS
25
NESTEA
150.00
168.00
180.00
600.00
672.00
720.00
NR PET
50
50
JAMNICA
NESTEA
150.00
170.00
150.00
170.00
160.00
175.00
300.00
300.00
320.00
340.00
340.00
350.00
50
RAUCH
150.00
150.00
160.00
300.00
300.00
320.00
SOURCE : Canadean
PDF Editor
Production
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
1.7
1.3
0.6
3.1
4.1
5.0
6.4
6.0
9.2
13.6
16.5
17.3
0.1
0.5
0.7
0.8
1.4
1.0
1.9
1.9
2.2
3.6
3.8
Imports
Exports
0.2
0.3
0.1
0.3
0.7
0.6
0.7
0.9
1.0
1.2
1.2
1.4
Consumption
1.5
1.1
1.0
3.6
4.2
5.8
6.7
7.1
10.1
14.6
18.9
19.7
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
1.9
1.9
2.2
3.6
3.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Croatia
0.7
1.4
1.8
2.7
2.7
37.0 %
72.2 %
82.2 %
73.7 %
72.0 %
Austria
0.8
0.2
0.2
0.1
0.1
42.7 %
11.5 %
8.2 %
3.4 %
3.2 %
Slovenia
0.2
0.2
0.2
0.0
0.0
9.6 %
11.0 %
9.6 %
0.8 %
0.8 %
Others
0.2
0.1
0.0
0.8
0.9
10.7 %
5.2 %
0.0 %
22.1 %
24.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.9
1.0
1.2
1.2
1.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Others
0.9
1.0
1.2
1.2
1.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
7.1
10.1
14.6
18.9
19.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
7.1
10.1
14.6
18.9
19.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- RTD
7.1
10.1
14.6
18.9
19.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
7.1
10.1
14.6
18.9
19.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Peach
5.4
7.3
10.3
11.6
11.4
76.5 %
72.2 %
70.3 %
61.5 %
58.1 %
Flavour Mixes
0.4
0.8
0.9
3.6
4.1
5.2 %
7.9 %
6.1 %
19.2 %
20.8 %
Lemon
0.8
1.4
3.3
3.4
3.9
11.5 %
14.4 %
22.4 %
18.0 %
19.9 %
Tea
0.0
0.0
0.1
0.2
0.2
0.4 %
0.0 %
0.7 %
1.1 %
1.1 %
Orange
0.0
0.0
0.0
0.0
0.0
0.6 %
0.1 %
0.2 %
0.2 %
0.2 %
Lemon-Lime
0.4
0.5
0.0
0.0
5.1 %
4.8 %
0.0 %
0.0 %
Other Fruit
0.1
0.1
0.0
0.0
0.8 %
0.5 %
0.3 %
0.0 %
Million Litres
Total
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
0.7
1.4
1.8
2.8
9.8 %
13.7 %
12.1 %
14.6 %
Nestea
Jamnica
Rauch
0.9
1.2
1.8
1.9
1.7
13.7 %
17.6 %
17.6 %
12.6 %
8.8 %
Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
Hello
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
0.4
0.4
2.6 %
2.3 %
Golf
Lipton
Frutella
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
La Vita
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
Sola
0.1
0.1
0.2
0.2
0.1
1.2 %
1.4 %
2.0 %
1.2 %
0.6 %
Mercator
0.0
0.0
0.0
0.0
0.0
0.1 %
0.1 %
0.1 %
0.2 %
0.2 %
Fructal
0.1
0.1
0.0
0.0
0.0
0.9 %
0.7 %
0.4 %
0.2 %
0.1 %
Apa
1.7
0.3
0.1
0.0
0.0
24.6 %
3.8 %
1.1 %
0.0 %
0.0 %
0.0
0.0
0.0
0.0
0.6 %
0.4 %
0.3 %
0.0 %
Ritam
Frupi
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
Next
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
Others
0.3
PDF Editor
0.6
3.7 %
3.1 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- RTD
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Iced/RTD
Drinks
Tea
- Nestea
- Jamnica
2.3
6.7
9.9
0.7
1.4
1.8
2.8
22.5 %
46.0 %
52.1 %
9.8 %
13.7 %
12.1 %
14.6 %
- Rauch
0.9
1.2
1.8
1.9
1.7
13.7 %
17.6 %
17.6 %
12.6 %
8.8 %
- Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
- Hello
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
- Others
0.3
0.6
3.7 %
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
0.4
0.4
2.6 %
2.3 %
- Golf
- Lipton
3.1 %
- Frutella
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
- La Vita
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
- Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
- Sola
0.1
0.1
0.2
0.2
0.1
1.2 %
1.4 %
2.0 %
1.2 %
0.6 %
- Mercator
0.0
0.0
0.0
0.0
0.0
0.1 %
0.1 %
0.1 %
0.2 %
0.2 %
- Fructal
0.1
0.1
0.0
0.0
0.0
0.9 %
0.7 %
0.4 %
0.2 %
0.1 %
- Apa
1.7
0.3
0.1
0.0
0.0
24.6 %
3.8 %
1.1 %
0.0 %
0.0 %
0.0
0.0
0.0
0.0
0.6 %
0.4 %
0.3 %
0.0 %
- Ritam
- Frupi
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
- Next
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Iced/RTD Tea

Drinks
0.0
0.0
0.0
0.0
0.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
0.0
0.0
0.0
0.0
0.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- RTD
0.0
0.0
0.0
0.0
0.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.0
0.0
0.0
0.0
0.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Mercator
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Peach
5.4
5.4
7.3
10.3
11.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
1.5
4.0
5.9
20.8 %
39.3 %
50.5 %
- Nestea
- Rauch
0.9
1.2
1.8
1.9
1.3
17.0 %
23.0 %
24.4 %
18.0 %
10.8 %
- Nectar
1.1
1.5
1.6
1.1
1.2
20.7 %
27.8 %
22.0 %
10.7 %
10.2 %
- Hello
0.4
0.5
0.5
1.0
0.8
6.5 %
8.5 %
7.3 %
9.8 %
7.0 %
0.4
0.6
0.8
0.7
6.9 %
8.5 %
7.6 %
6.3 %
0.5
0.2
0.5
0.4
9.3 %
2.8 %
4.4 %
3.3 %
0.3
0.3
0.4
0.4
5.6 %
4.5 %
3.5 %
3.4 %
- Jamnica
- Frutella
0.7
- Golf
- Others
0.2
- La Vita
0.0
0.1
0.1
- Pfanner
0.3
0.3
- Sola
0.1
0.1
13.0 %
0.4
2.8 %
0.1
0.2
0.7 %
1.9 %
1.7 %
1.2 %
1.3 %
0.2
0.2
0.1
5.2 %
5.6 %
3.0 %
1.7 %
0.9 %
0.2
0.2
0.1
1.5 %
1.9 %
2.8 %
1.7 %
0.9 %
0.2
0.1
1.7 %
1.2 %
- Lipton
3.8 %
- Fructal
0.1
0.1
0.0
0.0
0.0
1.1 %
0.9 %
0.6 %
0.3 %
0.2 %
- Apa
1.7
0.3
0.1
0.0
0.0
30.6 %
5.0 %
1.6 %
0.0 %
0.0 %
- Next
0.1
0.2
0.0
0.9 %
3.9 %
0.1 %
Total Flavour Mixes
0.1
0.4
0.8
0.9
3.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.3
0.8
0.9
1.9
86.4 %
95.0 %
96.6 %
51.1 %
- Jamnica
- Nestea
1.8
48.9 %
- Frutella
0.1
0.1
0.0
0.0
0.0
100.0 %
13.6 %
5.0 %
3.4 %
0.0 %
Total Lemon
0.8
0.8
1.4
3.3
3.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.7
2.7
2.2
51.6 %
82.1 %
64.5 %
0.3
0.2
0.2
20.0 %
4.6 %
4.7 %
- Nestea
- Nectar
0.7
0.5
- Rauch
86.1 %
56.8 %
0.4
- Jamnica
0.1
- Others
0.1
11.8 %
0.2
0.2
3.8 %
11.9 %
5.1 %
4.4 %
- Hello
0.2
0.1
4.8 %
4.1 %
- Lipton
0.1
0.1
3.2 %
2.6 %
0.1
0.0
1.5 %
1.2 %
- Golf
0.4
0.4
- La Vita
43.2 %
28.3 %
0.1
1.5 %
- Next
0.0
2.0 %
Total Lemon-Lime
0.2
0.4
0.5
0.0
0.0
100.0 %
100.0 %
100.0 %
0.0 %
0.0 %
- Hello
0.2
0.4
0.5
0.0
0.0
100.0 %
100.0 %
100.0 %
0.0 %
0.0 %
Total Orange
0.1
0.0
0.0
0.0
0.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Mercator
0.0
0.0
0.0
0.0
0.0
16.7 %
25.0 %
100.0 %
100.0 %
100.0 %
- Frutella
0.1
0.0
83.3 %
75.0 %
PDF Editor
Million Litres
Total Tea
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
0.0
0.0
0.0
0.1
0.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.1
0.2
100.0 %
100.0 %
- Lipton
- Next
0.0
0.0
0.0
Total Other Fruit
0.1
0.1
0.1
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
- Ritam
- Frupi
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.0 %
66.7 %
80.0 %
100.0 %
0.0 %
33.3 %
20.0 %
100.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
A-BInBev
0.0
0.0
0.0 %
0.0 %
- Apa
0.0
0.0
0.0 %
0.0 %
Total
Agroekonomik
0.0
0.0
0.0
0.0
0.6 %
0.4 %
0.3 %
0.0 %
- Ritam
0.0
0.0
0.0
0.0
0.6 %
0.4 %
0.3 %
0.0 %
Agrokor
0.7
1.4
1.8
2.8
9.8 %
13.7 %
12.1 %
14.6 %
- Jamnica
0.7
1.4
1.8
2.8
9.8 %
13.7 %
12.1 %
14.6 %
Coca-Cola
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
- Next
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
Frupi B&H
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
- Frupi
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
Fruvita
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
- Hello
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
InBev
1.7
0.3
0.1
24.6 %
3.8 %
1.1 %
- Apa
1.7
0.3
0.1
24.6 %
3.8 %
1.1 %
Knjaz Milos
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
- Golf
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
Mercator
0.0
0.0
0.0
0.0
0.0
0.1 %
0.1 %
0.1 %
0.2 %
0.2 %
- Mercator
0.0
0.0
0.0
0.0
0.0
0.1 %
0.1 %
0.1 %
0.2 %
0.2 %
Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
- Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
Nestle
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
- Nestea
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
Others
0.3
PDF Editor
0.6
3.7 %
3.1 %
Million Litres
2006
2007
2008
% Share
2009
2010
2006
0.6
3.7 %
2007
2008
2009
2010
- Others
0.3
3.1 %
Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
- Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
Pivovarna Lasko
0.1
0.2
0.2
0.2
0.1
2.1 %
2.1 %
2.4 %
1.4 %
0.7 %
- Fructal
0.1
0.1
0.0
0.0
0.0
0.9 %
0.7 %
0.4 %
0.2 %
0.1 %
- Sola
0.1
0.1
0.2
0.2
0.1
1.2 %
1.4 %
2.0 %
1.2 %
0.6 %
Rauch
0.9
1.2
1.8
1.9
1.7
13.7 %
17.6 %
17.6 %
12.6 %
8.8 %
- Rauch
0.9
1.2
1.8
1.9
1.7
13.7 %
17.6 %
17.6 %
12.6 %
8.8 %
Rodic
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
- Frutella
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
Unilever
0.4
0.4
2.6 %
2.3 %
- Lipton
0.4
0.4
2.6 %
2.3 %
Vino Zupa
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
- La Vita
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
A&P
0.4
0.4
2.6 %
2.3 %
- Lipton
0.4
0.4
2.6 %
2.3 %
Total
Agroekonomik
0.0
0.0
0.0
0.0
0.6 %
0.4 %
0.3 %
0.0 %
- Ritam
0.0
0.0
0.0
0.0
0.6 %
0.4 %
0.3 %
0.0 %
Apatinska Pivara
1.7
0.3
0.1
0.0
0.0
24.6 %
3.8 %
1.1 %
0.0 %
0.0 %
- Apa
1.7
0.3
0.1
0.0
0.0
24.6 %
3.8 %
1.1 %
0.0 %
0.0 %
CCHBC
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
- Nestea
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
Fresh & Co
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
- Next
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
Fructal
0.1
0.1
0.0
0.0
0.0
0.9 %
0.7 %
0.4 %
0.2 %
0.1 %
- Fructal
0.1
0.1
0.0
0.0
0.0
0.9 %
0.7 %
0.4 %
0.2 %
0.1 %
Frupi B&H
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
- Frupi
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Fruvita
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
- Hello
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
Jamnica
0.7
1.4
1.8
2.8
9.8 %
13.7 %
12.1 %
14.6 %
- Jamnica
0.7
1.4
1.8
2.8
9.8 %
13.7 %
12.1 %
14.6 %
Knjaz Milos
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
- Golf
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
- Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
Others
0.3
0.0
0.0
0.0
0.6
3.9 %
0.1 %
0.1 %
0.2 %
3.3 %
- Mercator
0.0
0.0
0.0
0.0
0.0
0.1 %
0.1 %
0.1 %
0.2 %
0.2 %
- Others
0.3
0.6
3.7 %
Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
- Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
Pivovarna Union
0.1
0.1
0.2
0.2
0.1
1.2 %
1.4 %
2.0 %
1.2 %
0.6 %
- Sola
0.1
0.1
0.2
0.2
0.1
1.2 %
1.4 %
2.0 %
1.2 %
0.6 %
Rauch
0.9
1.2
1.8
1.9
1.7
13.7 %
17.6 %
17.6 %
12.6 %
8.8 %
- Rauch
0.9
1.2
1.8
1.9
1.7
13.7 %
17.6 %
17.6 %
12.6 %
8.8 %
Rodic
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
- Frutella
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
Vino Zupa
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
- La Vita
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
3.1 %
Million Litres
Total
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
0.7
1.4
1.8
2.8
9.8 %
13.7 %
12.1 %
14.6 %
Nestle
Agrokor
Rauch
0.9
1.2
1.8
1.9
1.7
13.7 %
17.6 %
17.6 %
12.6 %
8.8 %
Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
Fruvita
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
0.4
0.4
2.6 %
2.3 %
Knjaz Milos
Unilever
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Rodic
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
Vino Zupa
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
Pivovarna Lasko
0.1
0.2
0.2
0.2
0.1
2.1 %
2.1 %
2.4 %
1.4 %
0.7 %
Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
Mercator
0.0
0.0
0.0
0.0
0.0
0.1 %
0.1 %
0.1 %
0.2 %
0.2 %
0.0
0.0
0.0 %
0.0 %
0.0
0.0
0.3 %
0.0 %
A-BInBev
Agroekonomik
0.0
0.0
0.6 %
0.4 %
Frupi B&H
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
InBev
1.7
0.3
0.1
24.6 %
3.8 %
1.1 %
Coca-Cola
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
Others
0.3
0.6
3.7 %
3.1 %
Million Litres
Total
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
0.7
1.4
1.8
2.8
9.8 %
13.7 %
12.1 %
14.6 %
CCHBC
Jamnica
Rauch
0.9
1.2
1.8
1.9
1.7
13.7 %
17.6 %
17.6 %
12.6 %
8.8 %
Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
Fruvita
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
0.4
0.4
2.6 %
2.3 %
Knjaz Milos
A&P
Rodic
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
Vino Zupa
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
Pivovarna Union
0.1
0.1
0.2
0.2
0.1
1.2 %
1.4 %
2.0 %
1.2 %
0.6 %
Fructal
0.1
0.1
0.0
0.0
0.0
0.9 %
0.7 %
0.4 %
0.2 %
0.1 %
Apatinska Pivara
1.7
0.3
0.1
0.0
0.0
24.6 %
3.8 %
1.1 %
0.0 %
0.0 %
0.0
0.0
0.0
0.0
0.6 %
0.4 %
0.3 %
0.0 %
Agroekonomik
Frupi B&H
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
Fresh & Co
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
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Million Litres
Others
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
0.3
0.0
0.0
0.0
0.6
3.9 %
0.1 %
0.1 %
0.2 %
3.3 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Iced/RTD Tea

Drinks
7.1
10.1
14.6
18.9
19.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
7.1
10.1
14.6
18.9
19.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Board
1.4
2.3
2.0
2.2
2.2
20.1 %
22.4 %
13.3 %
11.7 %
11.3 %
- Carton
1.4
2.3
2.0
2.2
2.2
20.1 %
22.4 %
13.3 %
11.7 %
11.3 %
- 33cl
0.1
0.1
1.0 %
1.0 %
- 100cl
0.7
0.9
0.9
0.6
0.4
9.4 %
9.2 %
5.8 %
2.9 %
2.1 %
- 150cl
0.3
0.6
0.5
1.2
1.2
4.2 %
5.6 %
3.4 %
6.1 %
6.3 %
- 200cl
0.4
0.7
0.6
0.5
0.6
5.6 %
6.6 %
4.1 %
2.7 %
2.8 %
0.1
0.6
0.7
0.3
0.3
2.1 %
5.6 %
4.8 %
1.5 %
1.6 %
- Bottle
0.1
0.6
0.7
0.3
0.3
2.1 %
5.6 %
4.8 %
1.5 %
1.6 %
- 20cl
0.0
0.1
0.1
0.0
0.0
0.7 %
1.0 %
0.7 %
0.1 %
0.1 %
- 25cl
0.1
0.5
0.6
0.3
0.3
1.4 %
4.6 %
4.1 %
1.4 %
1.5 %
- Metal
0.0
0.1
0.1
0.3
0.3
0.7 %
1.0 %
0.5 %
1.4 %
1.5 %
- Can
0.0
0.1
0.1
0.3
0.3
0.7 %
1.0 %
0.5 %
1.4 %
1.5 %
- 33cl
0.0
0.1
0.1
0.3
0.3
0.7 %
1.0 %
0.5 %
1.4 %
1.5 %
- Glass
- PET
5.4
7.1
11.9
16.1
16.9
77.1 %
70.9 %
81.4 %
85.4 %
85.7 %
- Bottle
5.4
7.1
11.9
16.1
16.9
77.1 %
70.9 %
81.4 %
85.4 %
85.7 %
- 33cl
0.1
0.1
0.1
0.1
0.1
1.4 %
1.0 %
0.5 %
0.7 %
0.7 %
- 50cl
1.5
2.2
3.8
5.5
6.0
21.6 %
21.4 %
25.6 %
29.2 %
30.2 %
- 70cl
0.0
0.1
0.0
0.0
0.0
0.7 %
0.5 %
0.3 %
0.0 %
0.1 %
- 150cl
0.9
1.6
4.8
8.7
8.8
13.2 %
15.8 %
33.1 %
45.8 %
44.7 %
- 200cl
2.8
3.2
3.2
1.8
2.0
40.2 %
32.1 %
21.9 %
9.7 %
9.9 %
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
7.1
10.1
14.6
18.9
19.7
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
5.5
8.0
12.1
16.0
16.6
78.4 %
79.6 %
82.9 %
84.6 %
84.2 %
On-Premise
1.5
2.1
2.5
2.9
3.1
21.6 %
20.4 %
17.1 %
15.4 %
15.8 %
PDF Editor
Chart - Iced/RTD Coffee Drinks Leading Trademark Owners & Private Label, 2010 ......................................... 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Iced/RTD Coffee Drinks Trademarks 2008-2010 .................................................................................. 3
Marketing ............................................................................................................................................................. 3
Packaging ............................................................................................................................................................ 3
Distribution .......................................................................................................................................................... 4
New Products 2010 ............................................................................................................................................. 4
Iced/RTD Coffee Drinks Trademark Owners and Local Operators .................................................................... 4
Iced/Rtd Coffee Drinks Selected Off-Premise Prices, 2009-2011 ...................................................................... 4
Iced/RTD Coffee Drinks Production/Trade/Consumption, 2005-2011F.............................................................. 4
Iced/RTD Coffee Drinks Foreign Trade By Country (Imports), 2007-2011F....................................................... 5
Iced/RTD Coffee Drinks Consumption by Segment, 2007-2011F ...................................................................... 5
Iced/RTD Coffee Drinks All Trademarks, 2006-2010.......................................................................................... 5
Iced/RTD Coffee Drinks Brands by Segment, 2006-2010 .................................................................................. 5
Iced/RTD Coffee Drinks All Trademark Owners, 2006-2010 .............................................................................. 6
Iced/RTD Coffee Drinks All Local Operators, 2006-2010 ................................................................................... 6
Iced/RTD Coffee Drinks Leading Trademark Owners, 2006-2010 ..................................................................... 6
Iced/RTD Coffee Drinks Leading Local Operators, 2006-2010 .......................................................................... 6
Iced/RTD Coffee Drinks Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F ................................. 7
Iced/RTD Coffee Drinks Distribution: On vs Off Premise, 2007-2011F .............................................................. 7
PDF Editor
Market Size
Million Litres
Litres Per
Capita
0.1
0.0
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
8.0 %
-4.2 %
10.0 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
58.12
660.45
0.81
9.19
Metal
PET
Board
50.0 %
37.5 %
12.5 %
Consumption 2010
Growth
Market Value
Segmentation 2010
RTD
% Share
100.0 %
Distribution 2010
Off-Premise
% Share
100.0 %
Packaging 2010
% Share
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The total category increased by 10%, from a small base. There were very few imported brands, only the likes
of Rauch Caffemio and- Xpress. Consumers prefer hot coffee and were still not attracted to the idea of the
cold alternative, a decision that is unlikely to change.
Outlook
2011 will see 13% growth, as Rauch and Nestl decided to invest small funds in this product range.
Segmentation
Cappuccino was the most dominant flavour with 35% share. Nestl had a wider flavour range, but also
focussed less on these products in terms of distribution as it is a small category with question marks over its
potential.
Brand/Companies
Trademark
Ultimate Owner
Cafemio
Rauch
2008
2009
2010
0.1
0.0
0.0
Cafemio, from Rauch, was the leader. There were no plans for new product/brands launches in the near
future.
Marketing
No marketing activity.
Pricing/Valuation
Nestl range was 10% more expensive than Rauch. However, the pricing was not a major concern for
consumers as it is a high end category.
Packaging
25cl was almost the sole pack size, while in terms of pack type there is can, followed by PET.
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Distribution
Iced/rtd coffee drinks were only present in large modern and convenience stores and only in urban, big cities.
New Products 2010

Trademark
Ultimate Owner
Local Operator
Cafemio
Rauch
Rauch
SOURCE: Canadean
PACK TYPE/SIZE
(CL)
BRAND

2009
2010
2011

2009
2010
2011
PET
25
CAFMIO (RAUCH)
137.64
145.20
148.90
550.56
580.80
595.60
CAN
25
K-FEE (K-FEE AG)
135.28
141.30
146.58
541.12
565.20
586.32
SOURCE : Canadean
2005
2006
2007
2008
2009
2010
2011F
Imports
0.1
0.1
0.1
0.1
0.1
0.1
0.1
Consumption
0.1
0.1
0.1
0.1
0.1
0.1
0.1
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Austria
0.1
0.1
0.0
0.0
0.0
60.0 %
56.1 %
40.0 %
35.2 %
35.4 %
Others
0.0
0.0
0.0
0.1
0.1
40.0 %
43.9 %
60.0 %
64.8 %
64.6 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- RTD
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Cafemio
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010

Drinks
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- RTD
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %
- Cafemio
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
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Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %
- Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %
Rauch
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
- Cafemio
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %
- Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %
Rauch
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
- Cafemio
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Rauch
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %

Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Rauch
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %
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Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F

Drinks
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Board
0.0
0.0
0.0
0.0
0.0
20.0 %
18.7 %
12.5 %
12.5 %
13.1 %
- Carton
0.0
0.0
0.0
0.0
0.0
20.0 %
18.7 %
12.5 %
12.5 %
13.1 %
- 100cl
0.0
0.0
0.0
0.0
0.0
20.0 %
18.7 %
12.5 %
12.5 %
13.1 %
- Metal
0.0
0.0
0.0
0.0
0.0
20.0 %
25.2 %
53.8 %
50.0 %
48.5 %
- Can
0.0
0.0
0.0
0.0
0.0
20.0 %
25.2 %
53.8 %
50.0 %
48.5 %
- 25cl
0.0
0.0
0.0
0.0
0.0
20.0 %
25.2 %
53.8 %
50.0 %
48.5 %
- PET
0.1
0.1
0.0
0.0
0.0
60.0 %
56.1 %
33.8 %
37.5 %
38.4 %
- Bottle
0.1
0.1
0.0
0.0
0.0
60.0 %
56.1 %
33.8 %
37.5 %
38.4 %
- 25cl
0.1
0.1
0.0
0.0
0.0
60.0 %
56.1 %
33.8 %
37.5 %
38.4 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
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PDF Editor
Chart - Sports Drinks Leading Trademark Owners & Private Label, 2010 ......................................................... 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Sports Drinks Trademarks 2008-2010 .................................................................................................. 3
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 4
New Products 2010 ............................................................................................................................................. 4
Sports Drinks New Products 2010 ...................................................................................................................... 4
Sports Drinks New Products Photo Shots 2010 ................................................................................................. 5
Sports Drinks Trademark Owners and Local Operators ..................................................................................... 5
Sports Drinks Selected Off-Premise Prices, 2009-2011 ..................................................................................... 5
Sports Drinks Selected On-Premise Prices, 2009-2011 ..................................................................................... 6
Sports Drinks Production/Trade/Consumption, 2001-2011F .............................................................................. 6
Sports Drinks Foreign Trade By Country (Imports), 2007-2011F ....................................................................... 6
Sports Drinks Consumption by Segment, 2007-2011F....................................................................................... 6
Sports Drinks Consumption by Flavour, 2007-2011F ......................................................................................... 7
Sports Drinks All Trademarks, 2006-2010 .......................................................................................................... 7
Sports Drinks Brands by Segment, 2006-2010 ................................................................................................... 7
Sports Drinks All Trademark Owners, 2006-2010 .............................................................................................. 8
Sports Drinks All Local Operators, 2006-2010 .................................................................................................... 8
Sports Drinks Leading Trademark Owners, 2006-2010...................................................................................... 9
Sports Drinks Leading Local Operators, 2006-2010 ........................................................................................... 9
Sports Drinks Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F .................................................. 9
Sports Drinks Distribution: On vs Off Premise, 2007-2011F ............................................................................ 10
PDF Editor
Market Size
Million Litres
Litres Per
Capita
1.1
0.2
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
13.2 %
32.9 %
47.3 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
323.65
263.13
4.50
3.66
RTD
Not RTD
99.6 %
0.4 %
On-Premise
Off-Premise
50.4 %
49.6 %
PET
Board
99.8 %
0.2 %
Consumption 2010
Growth
Market Value
Segmentation 2010
% Share
Distribution 2010
% Share
Packaging 2010
% Share
PDF Editor

The whole category increased by 47%; impressive gains but it is important to note to that it was from a small
base.
Knjaz Milos brands Aqua Viva Hydroactive and new Aqua Viva Recharge led the category and were helped by
the fact that they were much cheaper than imported multinational brands.
While its functionality appealed to consumers, taste also played a role in attracting non-sports consumers
also.
Outlook
The category is expected to see 18% growth in 2011, driven by a high level of brand presence, new channels
and educational trade campaigns.
Segmentation
Peach was the most dominant flavour, with a 44% share of the market. Growth of this flavour was driven by
Aqua Viva Hydroactive (Knjaz Milos), accounting for 62% of the market despite only being launched in 2009. It
performed well thanks to strong marketing activity and, more importantly, a good taste.
Lemon followed behind, with a market share of 27%. The brand ProSport Isotonic (Agrokor) held 23% of this
segment, despite decreasing in 2010. A sharper drop was prevented by Gatorade Lemon.
Gatorade was the stand out brand in the category, growing by over 250% in 2010 but from a very small base.
Brand/Companies
Trademark
Ultimate Owner
Aqua Viva
Knjaz Milos
Gatorade
PepsiCo
ProSport
Agrokor
Multi Sola
Sinalco
2008
2009
2010
0.5
0.7
0.6
0.1
0.3
0.0
0.1
0.1
Pivovarna Lasko
0.0
0.0
0.0
Sinalco
0.0
0.1
0.0
Sports drinks were firmly in the hands of three players who held 96% of the market. Aqua Viva, with trademark
brands Hydroactive and Recharge, held 62% of the market share and grew by 4%.
Gatorade (distributed by A&P-Pepsi bottler) showed impressive growth, now having a 27% share.
ProSport Isotonic (owned by Agrokor and distributed by Jamnica) has a lot of potential and is very well
positioned thanks to support from Agrokors retail outlet, Idea.
PDF Editor
Functional Products
All drinks have additional vitamins; Hydro Active had vitamin B complex, providing fast rehydration. Recharge
included electrolytes, claiming to improve rehydration and physical endurance of the body.
Marketing
The only marketing investments came from Knjaz Milos, whose focus was not solely on the sports market.
Gatorade did not have any local marketing activity, but it did benefit from its global brand recognition and
international marketing activity.
Pricing/Valuation
There was a strict line between the imported multinational brand Gatorade and the local brands. Gatorade
was almost twice as expensive as Akva Viva and Pro Sport.
Packaging
NrPET was the exclusive packaging material, accounting for more than 99% of total market. As cheaper local
brands were packed in 75cl PET, the volumes were almost three times higher than 50cl PET, where Gatorade
dominated.
Distribution
On-premise had 50% of the market and was mostly centred around the large modern retail outlets. With better
penetration, new channels such as modern wellness spa centres and sport facilities remained the key
obstacle for category awareness.
Sports facilities are growing in Serbia but the producers have not yet taken advantage of this. Gatorade might
be more suited, as a premium product, in gyms and health clubs, but it is currently only present in retail
outlets.
New Products 2010
Company
Knjaz Milos
Brand
Aqua Viva
Recharge
Flavour(s)
Red orange
Source : Canadean
PDF Editor
Pack
Type/Size
75cl PET
Price
RSD66.90
Comment
New flavour extension to this
flavoured sweetened,
functional water (See Figure
1)
Figure 1: Knjaz Milos Aqua Viva

Recharge
Source : Canadean
Trademark
Ultimate Owner
Local Operator
Aqua Viva
Knjaz Milos
A&P
Gatorade
PepsiCo
A&P
Multi Sola
Pivovarna Lasko
Pivovarna Union
ProSport
Agrokor
Jamnica
SOURCE: Canadean
BRAND

2009
2010
2011

2009
2010
2011
50
AQUA VIVA (KNJAZ MILOS)
78.50
157.00
50
GATORADE (PEPSICO)
50
MULTISOLA (PIVOVARNA UNION)
PACK TYPE/SIZE
(CL)
NRPET
SOURCE : Canadean
PDF Editor
111.90
110.50
128.90
223.80
221.00
257.80
67.28
67.28
72.99
134.56
134.56
145.98
PACK
TYPE/SIZE
(CL)
NRPET
50
BRAND

2009
2010
2011

2009
2010
2011
GATORADE (PEPSICO)
142.00
165.00
284.00
330.00
SOURCE : Canadean
Production
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
0.1
0.1
0.8
0.8
0.3
0.0
0.0
0.0
0.5
0.7
0.9
0.3
0.1
0.3
0.4
0.5
0.6
0.2
0.4
0.5
1.0
0.8
0.6
0.4
0.5
0.7
0.8
1.1
1.3
Imports
Consumption
0.1
0.1
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.5
0.6
0.2
0.4
0.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Others
0.5
0.6
0.2
0.4
0.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.5
0.7
0.8
1.1
1.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
0.5
0.7
0.8
1.1
1.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Powder
0.0
0.0
0.0
0.0
0.0
0.6 %
0.2 %
0.4 %
0.4 %
0.5 %
- RTD
0.5
0.7
0.8
1.1
1.3
99.4 %
99.8 %
99.6 %
99.6 %
99.5 %
PDF Editor
Million Litres
Total
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
0.5
0.7
0.8
1.1
1.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.5
0.5
0.6
58.3 %
43.5 %
41.0 %
Peach
Orange
0.2
0.3
0.1
0.4
0.5
44.2 %
48.0 %
12.6 %
33.5 %
39.2 %
Lemon
0.3
0.3
0.2
0.3
0.3
55.8 %
50.2 %
23.7 %
23.0 %
19.8 %
0.0
0.0
0.0
1.8 %
5.4 %
0.0 %
Other Fruit
Million Litres
Total
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
0.4
0.5
0.7
0.8
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.5
0.7
58.3 %
62.2 %
0.6
0.1
0.3
91.8 %
11.1 %
26.6 %
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
0.0
0.0
0.0
2.4 %
5.6 %
4.0 %
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
0.0
0.0
0.0
0.2 %
0.4 %
0.4 %
Aqua Viva
Gatorade
0.1
0.4
ProSport
Multi Sola
0.0
0.1
Sinalco
Others
% Share
0.3
0.0
29.2 %
6.8 %
63.9 %
89.0 %
10.3 %
0.6 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Sports Drinks
0.4
0.5
0.7
0.8
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Still
0.4
0.5
0.7
0.8
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- RTD
0.2
0.5
0.7
0.8
1.1
45.2 %
99.4 %
99.8 %
99.6 %
99.6 %
0.5
0.7
58.3 %
62.2 %
0.6
0.1
0.3
91.8 %
11.1 %
26.6 %
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
0.0
0.0
0.0
2.4 %
5.6 %
4.0 %
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
- Aqua Viva
- Gatorade
0.1
0.4
- ProSport
- Multi Sola
0.0
0.1
- Sinalco
29.2 %
6.8 %
89.0 %
10.3 %
- Others
0.0
9.1 %
- Powder
0.2
0.0
0.0
0.0
0.0
54.8 %
0.6 %
0.2 %
0.4 %
0.4 %
- Others
0.2
0.0
0.0
0.0
0.0
54.8 %
0.6 %
0.2 %
0.4 %
0.4 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
0.4
0.5
0.7
0.8
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Agrokor
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
- ProSport
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
Knjaz Milos
0.5
0.7
58.3 %
62.2 %
- Aqua Viva
0.5
0.7
58.3 %
62.2 %
Total
Others
0.3
0.0
0.0
0.0
0.0
63.9 %
0.6 %
0.2 %
0.4 %
0.4 %
- Others
0.3
0.0
0.0
0.0
0.0
63.9 %
0.6 %
0.2 %
0.4 %
0.4 %
PepsiCo
0.1
0.4
0.6
0.1
0.3
29.2 %
89.0 %
91.8 %
11.1 %
26.6 %
- Gatorade
0.1
0.4
0.6
0.1
0.3
29.2 %
89.0 %
91.8 %
11.1 %
26.6 %
Pivovarna Lasko
0.0
0.1
0.0
0.0
0.0
6.8 %
10.3 %
2.4 %
5.6 %
4.0 %
- Multi Sola
0.0
0.1
0.0
0.0
0.0
6.8 %
10.3 %
2.4 %
5.6 %
4.0 %
Sinalco
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
- Sinalco
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.4
0.5
0.7
0.8
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
A&P
0.1
0.4
0.6
0.5
1.0
29.2 %
89.0 %
91.8 %
69.4 %
88.7 %
0.5
0.7
58.3 %
62.2 %
0.6
0.1
0.3
91.8 %
11.1 %
26.6 %
Jamnica
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
- ProSport
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
- Aqua Viva
- Gatorade
0.1
0.4
29.2 %
89.0 %
Others
0.3
0.0
0.0
0.0
0.0
63.9 %
0.6 %
0.2 %
0.4 %
0.4 %
- Others
0.3
0.0
0.0
0.0
0.0
63.9 %
0.6 %
0.2 %
0.4 %
0.4 %
Pivovarna Union
0.0
0.1
0.0
0.0
0.0
6.8 %
10.3 %
2.4 %
5.6 %
4.0 %
- Multi Sola
0.0
0.1
0.0
0.0
0.0
6.8 %
10.3 %
2.4 %
5.6 %
4.0 %
Si & Si (Sinalco)
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
- Sinalco
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
PDF Editor
Million Litres
Total
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
0.4
0.5
0.7
0.8
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.5
0.7
58.3 %
62.2 %
0.6
0.1
0.3
91.8 %
11.1 %
26.6 %
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
0.0
0.0
0.0
2.4 %
5.6 %
4.0 %
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
0.0
0.0
0.0
0.2 %
0.4 %
0.4 %
Knjaz Milos
PepsiCo
0.1
0.4
Agrokor
Pivovarna Lasko
0.0
0.1
Sinalco
Others
% Share
0.3
0.0
29.2 %
6.8 %
63.9 %
89.0 %
10.3 %
0.6 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.4
0.5
0.7
0.8
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
A&P
0.1
0.4
0.6
0.5
1.0
29.2 %
89.0 %
91.8 %
69.4 %
88.7 %
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
0.0
0.0
0.0
2.4 %
5.6 %
4.0 %
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
0.0
0.0
0.0
0.2 %
0.4 %
0.4 %
Jamnica
Pivovarna Union
0.0
0.1
Si & Si (Sinalco)
Others
0.3
0.0
6.8 %
63.9 %
10.3 %
0.6 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Sports Drinks
0.5
0.7
0.8
1.1
1.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.5
0.7
0.8
1.1
1.3
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Board
0.0
0.0
0.0
0.0
0.0
0.6 %
0.2 %
0.0 %
0.2 %
0.1 %
- Tub
0.0
0.0
0.0
0.0
0.0
0.6 %
0.2 %
0.0 %
0.2 %
0.1 %
- 400g
0.0
0.0
0.0
0.0
0.0
0.6 %
0.2 %
0.0 %
0.2 %
0.1 %
- PET
0.5
0.7
0.8
1.1
1.3
99.4 %
99.8 %
100.0 %
99.8 %
99.9 %
- Bottle
0.5
0.7
0.8
1.1
1.3
99.4 %
99.8 %
100.0 %
99.8 %
99.9 %
- 50cl
0.5
0.6
0.2
0.3
0.4
99.4 %
97.9 %
28.6 %
27.3 %
26.8 %
0.0
0.5
0.8
1.0
2.0 %
71.4 %
72.6 %
73.1 %
- 75cl
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.5
0.7
0.7
1.2
1.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
0.1
0.3
0.4
0.6
0.7
27.7 %
43.9 %
48.0 %
49.6 %
49.3 %
On-Premise
0.4
0.4
0.4
0.6
0.7
72.3 %
56.1 %
52.0 %
50.4 %
50.7 %
PDF Editor
Chart - Energy Drinks Leading Trademark Owners & Private Label, 2010 ........................................................ 2
Outlook ................................................................................................................................................................ 3
Segmentation ...................................................................................................................................................... 3
Brand/Companies................................................................................................................................................ 3
Leading Energy Drinks Trademarks 2008-2010 ................................................................................................. 3
Marketing ............................................................................................................................................................. 4
Packaging ............................................................................................................................................................ 4
Distribution .......................................................................................................................................................... 4
New Products 2010 ............................................................................................................................................. 5
Energy Drinks New Products 2010 ..................................................................................................................... 5
Energy Drinks New Products Photo Shots 2010 ................................................................................................ 5
Energy Drinks Trademark Owners and Local Operators .................................................................................... 5
Energy Drinks Selected Off-Premise Prices, 2009-2011 .................................................................................... 6
Energy Drinks Selected On-Premise Prices, 2009-2011 .................................................................................... 6
Energy Drinks Production/Trade/Consumption, 2000-2011F ............................................................................. 6
Energy Drinks Foreign Trade By Country (Imports), 2007-2011F ...................................................................... 7
Energy Drinks Foreign Trade By Country (Exports), 2007-2011F ...................................................................... 7
Energy Drinks Consumption by Segment, 2007-2011F...................................................................................... 7
Energy Drinks Consumption by Flavour, 2007-2011F ........................................................................................ 7
Energy Drinks All Trademarks, 2006-2010 ......................................................................................................... 8
Energy Drinks Brands by Segment, 2006-2010 .................................................................................................. 8
Energy Drinks Private Label Brands by Segment, 2009-2010 ........................................................................... 9
Energy Drinks All Trademark Owners, 2006-2010 ............................................................................................. 9
Energy Drinks All Local Operators, 2006-2010 ................................................................................................. 10
Energy Drinks Leading Trademark Owners, 2006-2010................................................................................... 10
Energy Drinks Leading Local Operators, 2006-2010 ........................................................................................ 11
Energy Drinks Consumption by Pack Mix: Refillability/Pack/Size, 2007-2011F ............................................... 11
Energy Drinks Distribution: On vs Off Premise, 2007-2011F ........................................................................... 12
PDF Editor
Market Size
Million Litres
Litres Per
Capita
13.2
1.8
CAGR% 05-10
CAGR% 07-10
CAGR% 09-10
13.2 %
6.9 %
6.8 %
RSD Million
RSD / Litre
US$ Million
US$ / Litre
6,441.18
491.69
89.59
6.84
Consumption 2010
Growth
Market Value
Segmentation 2010
RTD
% Share
100.0 %
Distribution 2010
On-Premise
Off-Premise
61.3 %
38.7 %
Metal
Glass
PET
93.6 %
4.7 %
1.7 %
% Share
Packaging 2010
% Share
PDF Editor

There were two winners in the category in 2010. Ultra Energy (Coca-Cola) and Red Bull.
Unlike in other countries, energy drinks do not have a premium image in Serbia. Prices are lower than those
seen elsewhere and Red Bull had a small presence in the market. As a result local brands perform well, as
seen by the popularity of Guarana (Knjaz Milos).
Outlook
The category is expected to grow by 8% in 2011 and is anticipated to be driven by on-premise sales and new
products. Ultra Energy benefits as it is supported by its brand owner, Coca-Cola, who have a wide range of
resources available to them to help drive growth.
Segmentation
72% of all energy drinks were non-fruit flavoured, though share fell marginally on account of new fruit flavour
mixes. In particular fruit punch, from Ultra Energy recorded double digit growth due to the popularity of this
brand and its support from brand owner Coca-Cola.
Besides Red Bull, low calorie is planned to be phased out. There will also be no sugar free products in the
future as energy drinks are not consumed for their health benefits but rather to fit a purpose.
Brand/Companies
Trademark
Ultimate Owner
2008
2009
2010
Guarana
Knjaz Milos
8.3
7.9
7.3
Ultra
Coca-Cola
1.0
2.0
Energis
Sinalco
1.6
1.6
1.7
Red Bull
Red Bull Trading
1.6
1.3
1.5
Booster
Nectar
0.2
0.2
0.2
Battery
Carlsberg Group
0.2
0.2
0.2
Burn
Coca-Cola
0.2
0.1
0.1
Pink Up
Nectar
0.1
0.0
0.0
Fast Energy
Parksystem
0.0
0.0
0.0
Guarana (Knjaz Milos) was the leading brand with a 56% share. Its fall could not be prevented by Guarana
Mojito which gained a 6% share after a late 2010 launch.
Ultra Energy (Coca-Cola) took the second position from Red Bull and had a 16% share of the market.
Due to the technical problems in production, Fast brand was temporarily put on hold, which left a gap for other
low priced brands.
PDF Editor
Pink Up, by Nectar, was delisted.

Private Label lines were underdeveloped. Even Mercators own brand had very poor sales. Serbians are
attracted to branded products and are still willing to pay the premium.
Marketing
While Red Bull (very few media buying campaigns) was mainly focused on Horeca and special event
marketing, Guarana and Ultra Energy combined that with strong above the line strategies.
Pricing/Valuation
Prices in the category increased by less than 5% on average. This was due to the devaluation of the currency
as well the high price of raw materials.
Packaging
94% of the market was in metal can, this reflects growth of 13% in 2010. Since Energis (from Sinalco) delisted
glass, glass volume halved.
PET is likely to grow in coming years as it is a low cost pack type.
Larger sizes were available for a highly affordable price from Bahus, through its brand Excess (100cl PET).
Distribution
On-premise sales increased by 1%. Ultra Energy used all the synergy with other TCCC categories in Horeca
outlets. This was positively reflected in modern retail and petrol stations, too.
Besides premium Horeca outlets, modern petrol stations on the main highway remained an important volume
generator for Red Bull as it was a popular drink amongst motorists, particularly lorry drivers.
PDF Editor
New Products 2010
Company
Knjaz Milos
Rubin
Brand
Guarana
Zum Zum
(Zoom
Zoom)
Flavour(s)
Guarana/mojito
Orange/lime
Pack
Type/Size
25cl can
25cl can
Price
RSD58.99
RSD49.99
Comment
New energy drink from Rubin.
Zum Zum replaces Fast
brand. New formula for same
flavour (See Figure 2)
Source : Canadean
Figure 2 : Zum Zum (Zoom

Zoom)
Figure 1: Knjaz Milos Guarana Mojito

Source : Canadean
Trademark
Ultimate Owner
Local Operator
Battery
Carlsberg Group
Carlsberg Serbia
Booster
Nectar
Nectar
Burn
Coca-Cola
CCHBC
Energis
Sinalco
Si & Si (Sinalco)
Fast Energy
Parksystem
Pivara Vrsac
Guarana
Knjaz Milos
Knjaz Milos
Pink Up
Nectar
Nectar
Red Bull
Red Bull Trading
Others
Red Bull
Red Bull Trading
Red Bull Trading
Ultra
Coca-Cola
CCHBC
SOURCE: Canadean
PDF Editor
PACK TYPE/SIZE
(CL)
BRAND

2009
2010
2011

2009
2010
2011
60.90
184.55
NRPET
33
ENERGIS (SI & SI)
61.36
67.90
CAN
25
BATTERY
123.00
134.90
25
BOOSTER (NECTAR)
25
BURN
52.50
46.39
54.90
111.90
64.68
98.90
25
FAST ENERGY (VRSAC)
52.23
25
GUARANA (KNJAZ MILOS)
57.90
58.99
65.00
25
MERCATOR
25
RED BULL (AUSTRIA)
59.00
61.00
99.00
134.99
154.90
185.94
205.76
492.00
539.60
210.00
185.56
219.60
447.60
258.72
395.60
231.60
235.96
260.00
236.00
244.00
539.96
619.60
396.00
SOURCE : Canadean
PACK TYPE/SIZE
(CL)
BRAND

2009
2010
2011

2009
2010
2011
640.00
580.00
620.00
640.00
NRGLASS
25
ENERGIS (SI & SI)
160.00
145.00
CAN
25
BOOSTER (NECTAR)
155.00
160.00
25
BURN
300.00
25
GUARANA (KNJAZ MILOS)
165.00
150.00
170.00
660.00
600.00
680.00
25
RED BULL (AUSTRIA)
285.00
260.00
275.00
1,140.00
1,040.00
1,100.00
175.00
700.00
1,200.00
SOURCE : Canadean
Production
2000
2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
2011F
0.3
0.7
2.5
4.7
5.7
7.4
8.7
10.0
10.5
11.3
12.2
13.2
0.3
0.3
0.4
0.5
0.5
0.9
1.3
2.0
1.5
1.5
1.5
Imports
Exports
0.1
0.4
0.9
1.5
1.0
0.8
0.6
0.5
0.5
0.4
0.5
0.6
Consumption
0.2
0.5
1.9
3.7
5.1
7.1
8.9
10.8
12.0
12.4
13.2
14.2
PDF Editor
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
1.3
2.0
1.5
1.5
1.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Austria
1.3
2.0
1.5
1.5
1.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
0.5
0.5
0.4
0.5
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Others
0.5
0.5
0.4
0.5
0.6
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total
10.8
12.0
12.4
13.2
14.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Carbonated
10.8
12.0
12.4
13.2
14.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- RTD
10.8
12.0
12.4
13.2
14.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Million Litres
Total
Original Energy
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
10.8
12.0
12.4
13.2
14.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
9.4
10.4
9.7
9.4
10.1
86.9 %
86.7 %
78.2 %
71.5 %
71.1 %
1.1
2.1
2.4
8.6 %
15.9 %
16.9 %
1.6
1.6
1.7
1.7
12.9 %
13.0 %
12.5 %
12.0 %
0.1
0.0
0.0
0.0
0.4 %
0.2 %
0.1 %
0.0 %
Flavour Mixes
Orange
% Share
1.4
Other Fruit
PDF Editor
13.1 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Guarana
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
1.0
2.0
8.2 %
15.5 %
Ultra
Energis
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
Red Bull
0.8
1.2
1.6
1.3
1.5
8.4 %
11.1 %
13.1 %
10.2 %
11.1 %
Booster
0.3
0.4
0.2
0.2
0.2
3.4 %
3.7 %
1.8 %
1.6 %
1.7 %
Battery
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
Burn
0.2
0.1
0.1
1.5 %
0.9 %
1.1 %
Pink Up
0.1
0.0
0.0
0.4 %
0.2 %
0.1 %
0.0
0.0
0.0
0.1 %
0.1 %
0.1 %
0.4 %
0.4 %
0.4 %
0.4 %
0.4 %
Fast Energy
0.1
0.0
Top Power (Nectar)
0.1
0.0
Others
0.9
0.1
0.1
Other Private Label
0.0
0.1
0.0
0.1
0.7 %
0.1 %
0.9 %
0.2 %
10.1 %
0.8 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total Energy Drinks
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Total Carbonated
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- RTD
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
1.0
2.0
8.2 %
15.5 %
- Guarana
- Ultra
- Energis
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
- Red Bull
0.8
1.2
1.6
1.3
1.5
8.4 %
11.1 %
13.1 %
10.2 %
11.1 %
- Booster
0.3
0.4
0.2
0.2
0.2
3.4 %
3.7 %
1.8 %
1.6 %
1.7 %
- Battery
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
- Burn
0.2
0.1
0.1
1.5 %
0.9 %
1.1 %
0.1
0.0
0.1
0.4 %
0.4 %
0.4 %
- Others
0.9
0.1

- Pink Up
- Fast Energy
0.1
0.0
- Top Power (Nectar)
0.1
0.0
0.0
0.1
0.1
0.0
0.0
0.0
0.0
0.0
PDF Editor
10.1 %
0.8 %
0.7 %
0.1 %
0.9 %
0.2 %
0.4 %
0.4 %
0.4 %
0.2 %
0.1 %
0.1 %
0.1 %
0.1 %
Million Litres
% Share
2009
2010
2009
2010
Total Energy Drinks
0.0
0.1
100.0 %
100.0 %
Total Carbonated
0.0
0.1
100.0 %
100.0 %
- RTD
0.0
0.1
100.0 %
100.0 %
0.0
0.1
100.0 %
100.0 %

Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Carlsberg Group
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
- Battery
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
Coca-Cola
0.2
1.1
2.2
1.5 %
9.1 %
16.6 %
- Burn
0.2
0.1
0.1
1.5 %
0.9 %
1.1 %
1.0
2.0
8.2 %
15.5 %
Total
- Ultra
Knjaz Milos
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
- Guarana
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
Nectar
0.4
0.4
0.3
0.2
0.2
4.3 %
3.9 %
2.2 %
1.9 %
1.8 %
- Booster
0.3
0.4
0.2
0.2
0.2
3.4 %
3.7 %
1.8 %
1.6 %
1.7 %
0.1
0.0
0.0
0.4 %
0.2 %
0.1 %
0.4 %
0.7 %
0.8 %
0.4 %
0.4 %
- Pink Up
0.1
0.0
Others
0.9
0.1
0.1
0.1
0.1
0.0
0.1
0.9 %
0.2 %
10.1 %
0.8 %
- Others
0.9
0.1
0.1
0.0
0.1
10.1 %
0.8 %
0.4 %
0.4 %
0.4 %
Parksystem
0.1
0.0
0.0
0.0
0.0
0.7 %
0.1 %
0.1 %
0.1 %
0.1 %
- Fast Energy
0.1
0.0
0.0
0.0
0.0
0.7 %
0.1 %
0.1 %
0.1 %
0.1 %
Red Bull Trading
0.8
1.2
1.6
1.3
1.5
8.4 %
11.1 %
13.1 %
10.2 %
11.1 %
- Red Bull
0.8
1.2
1.6
1.3
1.5
8.4 %
11.1 %
13.1 %
10.2 %
11.1 %
Sinalco
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
- Energis
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Carlsberg Serbia
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
- Battery
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
CCHBC
0.2
1.1
2.2
1.5 %
9.1 %
16.6 %
- Burn
0.2
0.1
0.1
1.5 %
0.9 %
1.1 %
1.0
2.0
8.2 %
15.5 %
Total
- Ultra
Knjaz Milos
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
- Guarana
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
Nectar
0.4
0.4
0.3
0.2
0.2
4.3 %
3.9 %
2.2 %
1.9 %
1.8 %
- Booster
0.3
0.4
0.2
0.2
0.2
3.4 %
3.7 %
1.8 %
1.6 %
1.7 %
0.1
0.0
0.0
0.4 %
0.2 %
0.1 %
2.7 %
3.8 %
2.9 %
0.4 %
0.4 %
0.4 %
0.4 %
0.4 %
2.3 %
3.0 %
2.1 %
- Pink Up
0.1
0.0
Others
0.9
0.1
0.3
0.5
0.4
0.0
0.1
0.1
0.0
0.1
0.3
0.4
0.3

- Others
0.9
0.1
- Red Bull
0.9 %
0.2 %
10.1 %
0.8 %
10.1 %
0.8 %
Pivara Vrsac
0.1
0.0
0.0
0.0
0.0
0.7 %
0.1 %
0.1 %
0.1 %
0.1 %
- Fast Energy
0.1
0.0
0.0
0.0
0.0
0.7 %
0.1 %
0.1 %
0.1 %
0.1 %
Red Bull Trading
0.8
1.2
1.3
0.9
1.2
8.4 %
11.1 %
10.8 %
7.2 %
9.0 %
- Red Bull
0.8
1.2
1.3
0.9
1.2
8.4 %
11.1 %
10.8 %
7.2 %
9.0 %
Si & Si (Sinalco)
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
- Energis
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
0.2
1.1
2.2
1.5 %
9.1 %
16.6 %
Coca-Cola
Sinalco
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
Red Bull Trading
0.8
1.2
1.6
1.3
1.5
8.4 %
11.1 %
13.1 %
10.2 %
11.1 %
Nectar
0.4
0.4
0.3
0.2
0.2
4.3 %
3.9 %
2.2 %
1.9 %
1.8 %
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
Carlsberg Group
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Parksystem
0.1
0.0
0.0
0.0
0.0
0.7 %
0.1 %
0.1 %
0.1 %
0.1 %
Others
0.9
0.1
0.1
0.1
0.1
10.1 %
0.8 %
0.4 %
0.7 %
0.8 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
0.2
1.1
2.2
1.5 %
9.1 %
16.6 %
CCHBC
Si & Si (Sinalco)
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
Red Bull Trading
0.8
1.2
1.3
0.9
1.2
8.4 %
11.1 %
10.8 %
7.2 %
9.0 %
Nectar
0.4
0.4
0.3
0.2
0.2
4.3 %
3.9 %
2.2 %
1.9 %
1.8 %
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
Carlsberg Serbia
Pivara Vrsac
0.1
0.0
0.0
0.0
0.0
0.7 %
0.1 %
0.1 %
0.1 %
0.1 %
Others
0.9
0.1
0.3
0.5
0.4
10.1 %
0.8 %
2.7 %
3.8 %
2.9 %
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
Total Energy Drinks
10.8
12.1
12.4
13.2
14.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
10.8
12.1
12.4
13.2
14.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
- Glass
1.1
1.2
1.2
0.6
0.6
10.4 %
9.5 %
9.5 %
4.7 %
4.3 %
- Bottle
1.1
1.2
1.2
0.6
0.6
10.4 %
9.5 %
9.5 %
4.7 %
4.3 %
- 25cl
1.1
1.2
1.2
0.6
0.6
10.4 %
9.5 %
9.5 %
4.7 %
4.3 %
- Metal
9.4
10.6
11.0
12.4
13.4
86.9 %
87.8 %
88.7 %
93.6 %
94.5 %
- Can
9.4
10.6
11.0
12.4
13.4
86.9 %
87.8 %
88.7 %
93.6 %
94.5 %
- 25cl
9.4
10.6
11.0
12.4
13.4
86.9 %
87.8 %
88.7 %
93.6 %
94.5 %
- PET
0.3
0.3
0.2
0.2
0.2
2.8 %
2.7 %
1.9 %
1.7 %
1.3 %
- Bottle
0.3
0.3
0.2
0.2
0.2
2.8 %
2.7 %
1.9 %
1.7 %
1.3 %
- 33cl
0.3
0.3
0.2
0.1
0.1
2.8 %
2.7 %
1.5 %
1.1 %
0.7 %
0.1
0.1
0.1
0.4 %
0.6 %
0.6 %
- 100cl
PDF Editor
Million Litres
2007
2008
2009
% Share
2010
2011F
2007
2008
2009
2010
2011F
Million Litres
% Share
2007
2008
2009
2010
2011F
2007
2008
2009
2010
2011F
10.8
12.1
12.4
13.1
14.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Off-Premise
3.6
4.2
4.4
5.1
6.2
33.3 %
34.9 %
35.6 %
38.7 %
43.3 %
On-Premise
7.2
7.9
8.0
8.0
8.1
66.7 %
65.1 %
64.4 %
61.3 %
56.7 %
Total
PDF Editor
Table 4.1 - Soft Drinks By Market Definition, 2008-2010 .................................................................................... 2

Overview ............................................................................................................................................................. 3
Packaged Water Plain ...................................................................................................................................... 3
Flavoured Water .................................................................................................................................................. 3
Functional Water ................................................................................................................................................. 3
Juice/Juice Drinks ............................................................................................................................................... 3
Still Drinks (Low/No Fruit) ................................................................................................................................... 4
Local Products..................................................................................................................................................... 4
PDF Editor
Million Litres
Category
2008
2009
2010
1,444.1
1,371.8
1,369.1
Packaged Water - Plain
579.5
567.1
576.8
-Medicinal Water
131.1
111.9
110.2
Flavoured Water
2.4
1.5
1.2
Functional Water
0.4
0.4
0.3
487.1
435.7
444.4
0.2
0.1
0.1
223.4
203.9
178.4
Still Drinks (Low/No Fruit)
84.8
88.3
85.5
Squash/Syrups
26.0
26.1
29.5
Fruit Powders
17.7
18.3
19.5
Iced/Rtd Tea Drinks
10.1
14.6
18.9
0.1
0.1
0.1
Sports Drinks
0.7
0.8
1.3
Energy Drinks
12.0
12.4
13.1
Total
Carbonates
-Kvass
Juice/Juice Drinks
SOURCE : Trade Interviews; Canadean Wisdom
PDF Editor
Overview
Fairly good match local vs global trends
With the exception of several still drinks locally perceived as flavoured or functional waters, and kvass which is
a specific carbonated drink for the Serbian market, there was a good match between local perception and the
global definition of soft drinks categories. Serbian soft drinks consumption was fairly in line with European
trends, but less sophisticated and dominated by plain packaged water and carbonates. There were no
smoothie or energy shots available yet, although nectars and energy drinks were well developed in Serbia and
benefited from the contribution of strong local producers.

Medicinal water features
Only one producer, Minaqua, sold mineral water with medicinal claims, the water was also used in a still drink
called Jodi, with reference to the iodine content. Prolom (Planinka) has a very good image among medical
staff for helping with kidney problems. This is known around Serbia, however Planinka do not actively promote
this due to the high cost of marketing.
Flavoured Water
Imported Jana leads consumption
The Knjaz Milos flavoured water brand, in several flavours, was re-launched in 2009, but volumes remain
negligible.
There was also an Aqua Viva Hydroactive (fast rehydration) and Aqua Viva Recharge (improve physical
endurance) sports drink from Knjaz Milos that was perceived as flavoured water.
Functional Water
One brand only
The only functional water available was Aqua Viva Slim with L-Carnitine and green tea, produced by leading
company Knjaz Milos. Although well received by a small segment of sophisticated consumers, volumes sold
remains insignificant.
Juice/Juice Drinks
Vino Zupa and Nectar leading producers
Due to the unusually high consumption of nectars, the juice/juice drinks category was over three times larger
when compared to low fruit still drinks, 100% juice accounted for just over 10% of it. The market was highly
aggregated with a couple of producers (Next, Vino Zupa, Nectar) accounting for more than half of total
consumption. The development of large sized carton (200cl) in the past few years assisted with the categorys
growth.
PDF Editor
Still Drinks (Low/No Fruit)

Hello and Na Eks driving consumption
Unlike other countries where normally low fruit content still drinks accounted for the majority of JNSD
consumption, in Serbia the still drinks category developed slightly, but faced pressure from traditionally high
nectars consumption. The launch of Hello (Fruvita) in 2004, as well as the extended distribution line from local
brand Na Eks (with highly affordable price), gave the category a boost. These two brands accounted more
than 40% of the total still drinks category.
Local Products
Fermented Kvass, the only local product
There was only one local product, kvass produced by BIP, but volume was extremely limited due to BIPs poor
financial situation.
PDF Editor
CATEGORY COVERAGE OF COMPANY PROFILES ...................................................................................... 3

COCA-COLA ....................................................................................................................................................... 4
Coca-Cola Market Position (Owner) ................................................................................................................... 9
COCA-COLA HELLENIC BOTTLING COMPANY - SRBIJA ............................................................................ 10
CCHBC Market Position (Operator) .................................................................................................................. 14
PEPSICO .......................................................................................................................................................... 15
PepsiCo Market Position (Owner) ..................................................................................................................... 17
A&P ................................................................................................................................................................... 18
A&P Market Position (Operator) ........................................................................................................................ 20
ARTESKA INTERNATIONAL ............................................................................................................................ 21
Arteska International Market Position (Owner) ................................................................................................. 23
ATLANTIC GRUPA ........................................................................................................................................... 24
Multivita Market Position (Owner) ..................................................................................................................... 25
BIP ..................................................................................................................................................................... 26
Bip Belgrade Market Position (Operator) .......................................................................................................... 29
FRUVITA ........................................................................................................................................................... 30
Fruvita Market Position (Owner) ....................................................................................................................... 33
KNJAZ MILOS ................................................................................................................................................... 34
Knjaz Milos Market Position (Owner) ................................................................................................................ 37
MINAQUA .......................................................................................................................................................... 38
Minaqua Market Position (Operator) ................................................................................................................. 39
NECTAR ............................................................................................................................................................ 40
Nectar Market Position (Owner) ........................................................................................................................ 45
PALANACKI KISELJAK .................................................................................................................................... 46
Palanacki Kiseljack Market Position (Operator) ................................................................................................ 47
RODIC MB ........................................................................................................................................................ 48
Rodic Market Position (Owner) ......................................................................................................................... 50
SWISSLION-TAKOVO ...................................................................................................................................... 51
Swisslion Takovo Market Position (Operator) ................................................................................................... 53
UNIJA DISTRIBUTERA SRBIJE ....................................................................................................................... 54
VINO ZUPA ....................................................................................................................................................... 55
Vino Zupa Market Position (Owner) .................................................................................................................. 58
VODA VRNJCI .................................................................................................................................................. 59
Voda Vrnjci Market Position (Owner) ................................................................................................................ 61
PDF Editor
Soft Drinks Leading Trademark Owners, 2006-2010 ....................................................................................... 62

Soft Drinks Leading Local Operators, 2006-2010 ............................................................................................ 64
Packaged Water Leading Trademark Owners, 2006-2010 .............................................................................. 65
Packaged Water Leading Local Operators, 2006-2010 ................................................................................... 66
Bulk/HOD Water Leading Trademark Owners, 2006-2010 .............................................................................. 67
Bulk/HOD Water Leading Local Operators, 2006-2010 ................................................................................... 67
Carbonates Leading Trademark Owners, 2006-2010 ...................................................................................... 68
Carbonates Leading Local Operators, 2006-2010 ........................................................................................... 69
Juice Leading Trademark Owners, 2006-2010 ................................................................................................ 69
Juice Leading Local Operators, 2006-2010 ..................................................................................................... 70
Nectars Leading Trademark Owners, 2006-2010 ............................................................................................ 70
Nectars Leading Local Operators, 2006-2010 ................................................................................................. 71
Still Drinks Leading Trademark Owners, 2006-2010 ........................................................................................ 72
Still Drinks Leading Local Operators, 2006-2010 ............................................................................................. 72
Squash/Syrups Leading Trademark Owners, 2006-2010 ................................................................................ 73
Squash/Syrups Leading Local Operators, 2006-2010 ..................................................................................... 74
Fruit Powders Leading Trademark Owners, 2006-2010 .................................................................................. 74
Fruit Powders Leading Local Operators, 2006-2010 ........................................................................................ 74
Iced/RTD Tea Drinks Leading Trademark Owners, 2006-2010 ....................................................................... 75
Iced/RTD Tea Drinks Leading Local Operators, 2006-2010 ............................................................................ 75
Iced/RTD Coffee Drinks Leading Trademark Owners, 2006-2010 .................................................................. 76
Iced/RTD Coffee Drinks Leading Local Operators, 2006-2010 ........................................................................ 76
Sports Drinks Leading Trademark Owners, 2006-2010 ................................................................................... 77
Sports Drinks Leading Local Operators, 2006-2010 ........................................................................................ 77
Energy Drinks Leading Trademark Owners, 2006-2010 .................................................................................. 77
Energy Drinks Leading Local Operators, 2006-2010 ....................................................................................... 78
PDF Editor
MULTINATIONAL
COMPANIES
Coca-Cola
CCHBC
PepsiCo
Packaged
Water
Carbonates
x
x
x
x
x
INTERNATIONAL/
DOMESTIC COMPANIES
A&P
Arteska
x
International
BIP
x
Atlantic Grupa
Fruvita
Knjaz Milos
x
Minaqua
x
Nectar
x
Palanacki
x
Kiseljak
Rodic MB
x
Swisslion-Takovo
Unija Distrbuters
Sjbike
Vino Zupa
Voda Vrnjci
x
Juice Nectars
x
x
x
x
Still
Drinks
Squash/
Syrups
Fruit
Iced/
Powders Rtd Tea
x
x
Iced/ Sports Energy

Rtd
Drinks Drinks
Coffee
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
PDF Editor
COCA-COLA
Batajnicki drum 14-16, 11080 Belgrade, Serbia
Tel: +381 11 3073 100 Fax: +381 11 3081 177
www.coca-cola.com
PRINCIPAL BEVERAGE ACTIVITY

Carbonates, packaged water, juice, nectars, still drinks, iced/rtd tea drinks and energy drinks.
ULTIMATE OWNER/MAJOR SHAREHOLDERS

IBP Beograd, which carries out local production of Coca-Cola products, is 68% owned by Balkinvest Holding
Ltd, itself a subsidiary of the Coca-Cola Hellenic Bottling Company (CCHBC). The Coca-Cola Company
(TCCC) owns 24% of CCHBC.
COMPANY HISTORY
1967
1968
1970
1989
1993
1996
1997
1999
2000
2001
2003
2004
2005
2006
2010
State-owned beverage company Slovin obtained the licence to produce and distribute the Coca-Cola
range in Serbia
A new Coca-Cola bottling plant was built and became operational in Zemun (near Belgrade)
Slovin became the authorised bottler of the Schweppes range and produced these in the old Zemun
plant, alongside its own Jupi and Cockta brands
Slovin merged the two bottling operations and becomes IBP
IBP was privatised
Fresh & Co was founded
Balkinvest Holding Ltd, a subsidiary of the Greek Coca-Cola Hellenic Bottling Company, acquired a
majority stake in IBP
Company was awarded a gold medal for quality at the Agricultural Fair in Novi Sad
Company suffered effects of war, but production did not cease
TCCC acquired the Schweppes brand portfolio in certain countries (including Serbia)
Fresh & Co signed a partnership agreement with the European Bank for Reconstruction and
Development (EBRD) and benefited from a 12.5 m investment to strengthen its position in the region
Fresh & Co acquired an aseptic PET Procomac filling line for still drinks
The World Juice Conference in Amsterdam awarded Next Raspberry the industry's top prize - the World
Juice Innovation Award for Best New Juice Product 2004
The Serbian Agency for Foreign Investments and Exports Promotion awarded Fresh & Co the best new
export product prize for Next Raspberry
CCHBC joined with TCCC and acquireed Vlasinka (Simpo Group) for 21.5 m
Acquisition of 100% of Fresh & Co for 19.5 m was finalised. Acquisition included production facilities
and two brands: Next and Su Voce
Coca-Cola continued the Coca-Cola Talents Program by recruiting the fifth generation of students to
attend training courses and gain experience working in ongoing projects.
PDF Editor
Company
Vlasinka
Shareholding
CCHBC/TCCC
Fresh & Co
CCHBC/TCCC
Comment
Mineral water production plant, acquired in
2005
Non-carbonated soft drinks production plant,
acquired in 2006
FOREIGN TRADE
The company's products are exported to Bosnia & Herzegovina, Croatia, Hungary, Macedonia and the UK.
Segment/
Brand
Flavour
Packaged Water
Carbonated
Rosa
Still
Rosa
Carbonates
Cola
Coca-Cola
Coca-Cola
Light
Coca-Cola
Zero
Regular
Size
In cl
Glass
rb
nr
PET
ref
nr
33
50
75
150
x
x
33
50
75
150
600
150
x
x
Low calorie
Low calorie
20
25
33
50
100
200
Bitter lemon
Can
Carton
Bulk
25
33
50
150
25
Other
Plastic
25
33
50
100
200
Bulk
200
Tonic, Mixers & Bitters

Schweppes
Tonic
PVC
Pouch/
Sachet/
Tub/
Drum
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
PDF Editor
Notes
Segment/
Brand
Flavour
Size
In cl
Glass
rb
nr
33
50
100
150
Other Non-Fruit Flavours
Fanta
Elderflower/
Shokata
lemon
25
Schweppes
Orange
Orange/mango
Tangerine
Lemon-lime
Sprite
Clear Lemonade
Schweppes
Other Fruit Flavours
Fanta
Exotic
Fanta
Juice (100%)
Next
Premium
Pineapple
Apple, apricot,
multivitamin,
orange, peach
Apple,
multivitamin,
orange, peach,
pineapple,
strawberry
Red grapefruit,
orange,
multivitamin
Apple,
multivitamin,
peach,
Other
Plastic
Can
Carton
Bulk
x
x
x
25
33
50
100
200
Bulk
200
25
50
150
25
33
50
100
150
200
Bulk
25
25
33
200
25
50
200
20
PVC
x
x
x
50
200
Orange
Fanta
PET
ref
nr
Pouch/
Sachet/
Tub/
Drum
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
20
33
35
PDF Editor
Notes
Segment/
Brand
Flavour
Apple, apricot,
multivitamin,
orange, orange
with pulp, peach,
pineapple,
strawberry,
tomato
Nectars (25-99% juice)

Next Classic
Blackcurrant, sour
cherry, peach,
strawberry ,
apple, apricot,
multivitamin,
orange, pineapple
Apple, pineapple,
multivitamin,
orange, peach,
strawberry,
Apple,
multivitamin,
orange, peach,
strawberry, citrus
mix, exotic
Apple, apricot,
multivitamin,
orange, peach,
pear, pineapple,
sour cherry,
strawberry, citrus
mix, exotic
Next
Antioxidant
Bodytime
Prebiotic
Next Buci
Buci
Su Voce
Cardio
Banana, peach
Peach
Still Drinks (less than 25% juice)

Next Joy
Apple, orange
multivitamin,
elderflower
Rosa
Emotion
Su Voce
Peach/aloe vera,
citrus/guarana
Blackcurrant/
aronia/apple
Orange, apple,
blackcurrant/
aronia/apple,
melon, multi
Size
In cl
Glass
rb
nr
PET
ref
nr
100
20
PVC
Other
Plastic
Can
Carton
x
20
33
100
20
33
100
33
100
100
20
x
x
x
x
x
x
100
150
x
x
50
150
50
x
x
100
150
PDF Editor
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Segment/
Brand
Flavour
tropical
Orange, apple,
blackcurrant/
aronia/apple
Iced/Rtd Tea Drinks

Nestea
Lemon
Peach
Energy Drinks
Burn
Guarana
Ultra Energy
Fruit Punch
Size
In cl
Glass
rb
nr
200
25
50
100
150
25
50
150
PET
ref
nr
PVC
Other
Plastic
Can
Carton
x
x
x
x
x
x
25
25
PDF Editor
x
x
x
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
250.1
295.8
320.9
321.2
335.1
20.0 %
21.4 %
22.2 %
23.5 %
24.5 %
Carbonates
188.0
223.8
237.5
237.0
244.1
44.9 %
49.3 %
48.7 %
54.4 %
54.9 %
- Coca-Cola
140.9
165.0
177.7
177.3
181.1
33.6 %
36.4 %
36.5 %
40.7 %
40.7 %
- Fanta
25.5
29.6
29.6
30.4
34.5
6.1 %
6.5 %
6.1 %
7.0 %
7.8 %
- Schweppes
16.6
22.6
21.9
19.9
19.0
4.0 %
5.0 %
4.5 %
4.6 %
4.3 %
5.1
6.6
8.3
9.4
9.5
1.2 %
1.4 %
1.7 %
2.2 %
2.1 %
Packaged Water
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
- Rosa
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
Still Drinks
12.2
18.7
15.0
12.9
12.3 %
17.3 %
13.9 %
12.6 %
- Su Voce
10.1
14.5
10.6
9.0
10.2 %
13.4 %
9.8 %
8.8 %
2.1
3.8
4.1
3.8
2.1 %
3.5 %
3.8 %
3.7 %
0.5
0.3
0.1
0.4 %
0.3 %
0.1 %
- Sprite
- Next
- Rosa
Nectars
24.3
9.4
9.9
10.0
9.8
16.9 %
6.2 %
5.8 %
6.2 %
7.1 %
- Next
5.2
6.9
7.6
8.1
8.4
3.6 %
4.6 %
4.4 %
5.1 %
6.1 %
19.1
2.4
2.3
1.8
1.3
13.3 %
1.6 %
1.3 %
1.2 %
1.0 %
Juice
5.9
8.3
7.9
7.9
7.5
21.1 %
27.6 %
25.2 %
29.4 %
29.0 %
- Next
5.7
8.1
7.5
7.5
7.5
20.3 %
26.6 %
24.1 %
27.9 %
29.0 %
0.3
0.3
0.4
0.0
0.9 %
1.1 %
1.6 %
0.0 %
1.5 %
9.1 %
16.6 %
8.2 %
15.5 %
0.9 %
1.1 %
- Su Voce
- Minute Maid
- Su Voce
0.2
0.0
Energy Drinks
0.8 %
0.2
- Ultra
- Burn
0.2
1.1
2.2
1.0
2.0
0.1
0.1
0.0 %
1.5 %
Iced/RTD Tea Drinks
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
- Next
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
PDF Editor
COCA-COLA HELLENIC BOTTLING COMPANY - SRBIJA

Batajnicki drum 14-16, 11080 Belgrade, Serbia
Tel: 381 11 3073 100
www.coca-colahbc.com

Production, sale and distribution of Coca-Cola branded non-alcoholic beverages.

Coca-Cola HBC: The Coca-Cola Company 24%, Kar-Tess Group 30%, Other 46%.
COMPANY HISTORY
1967 State-owned beverage company Slovin obtained the licence to produce and distribute the Coca-Cola
range in Serbia
1968 A new Coca-Cola bottling plant was built in Zemun (near Belgrade) and began production of the CocaCola range
1970 Slovin became the authorised bottler of the Schweppes range and produced these in the old Zemun
plant, alongside its own Jupi and Cockta brands
1989 IBP formed through merger of both Slovin operations. IBP produces all Coca-Cola products
1993 IBP was privatised
1996 Fresh & Co founded
1997 Balkinvest Holding Ltd, a subsidiary of the Greek Coca-Cola Hellenic Bottling Company, acquired a
majority stake in IBP
2001 TCCC acquired the Schweppes brand portfolio in certain countries, including Serbia
2002 Schweppes re-launched following the acquisition by Cadbury
2003 Fresh & Co signed a partnership agreement with the European Bank for Reconstruction and
Development (EBRD) and benefited from a 12.5 m investment to strengthen its position in the region
2004 Fresh & Co acquired an aseptic PET Procomac filling line for still drinks
CCHBC installed a new PET line
2005 CCHBC joined with TCCC and acquireed Vlasinka (Simpo Group) for 21.5 m
CCHBC installed new can line
2006 Acquisition of 100% Fresh & Co, producer of fruit juices and nectars in Serbia, for 19.5 m was
finalised. The acquisition includes production facilities and two brands: Next and Su Voce
2008 Coca-Cola Hellenic Bottling Company (CCHBC) invested up to 4 m in its Vlasinka mineral water plant.
A new PET bottling line became operational, with a capacity of 16,800 bottles per hour for 50cl and
150cl PET bottles
2009 Coca-Cola HBC Balkan Holding B.V. took over an 89% stake in the Serbian subsidiary of Coca-Cola
Hellenic Bottling Company (HBC)
2010 CCHBC continued cooperation for the sixth consecutive year in the environmentally friendly program
Active for Rivers with the Danube Day Association, promoting the importance of clean water and rivers.
PDF Editor
Company
Shareholding
Coca-Cola Hellenic Bottling Company Crna Gora Podgorica

Vlasinka
Fresh & Co
100% CCHBC
Segment/
Brand
Flavour
Packaged Water
Carbonated
Rosa
Still
Rosa
Carbonates
Cola
Coca-Cola
Coca-Cola
Light
Coca-Cola
Zero
Regular
Size
In cl
100% CCHBC/TCCC
100% CCHBC/TCCC
Glass
rb
nr
PET
ref
nr
33
50
75
150
x
x
33
50
75
150
600
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Low calorie
Low calorie
20
25
33
50
100
200
25
33
50
150
25
33
50
100
150
Bitter lemon
PVC
Mineral water production plant, acquired in 2005

Non-carbonated soft drinks production plant,
acquired in 2006
25
33
50
100
200
Bulk
200

Schweppes
Tonic
Comment
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
PDF Editor
x
x
x
x
Notes
Segment/
Brand
Flavour

Fanta
Elderflower/
Shokata
lemon
Size
In cl
25
Glass
rb
nr
Schweppes
Orange
Orange/mango
Tangerine
Lemon-lime
Sprite
Clear Lemonade
Schweppes
Fanta
Exotic
Fanta
Juice
(100%)
Next
Premium
Pineapple
Apple, apricot,
multivitamin,
orange, peach
Apple,
multivitamin,
orange, peach,
pineapple,
strawberry
Red grapefruit,
orange,
multivitamin
Apple,
multivitamin,
peach,
Apple, apricot,
multivitamin,
orange, orange
with pulp, peach,
pineapple,
Other
Plastic
Can
Carton
Bulk
x
x
25
33
50
100
200
Bulk
200
25
50
150
25
33
50
100
150
200
Bulk
25
25
33
200
25
50
200
20
PVC
50
200
Orange
Fanta
PET
ref
nr
Pouch/
Sachet/
Tub/
Drum
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
20
33
35
100
PDF Editor
x
x
Notes
Segment/
Brand
Flavour
Size
In cl
Glass
rb
nr
PET
ref
nr
PVC
Other
Plastic
Can
Carton
strawberry,
tomato

Next Classic
Blackcurrant, sour
cherry, peach,
strawberry ,
apple, apricot,
multivitamin,
orange, pineapple
Apple, pineapple,
multivitamin,
orange, peach,
strawberry,
Apple,
multivitamin,
orange, peach,
strawberry, citrus
mix, exotic
Apple, apricot,
multivitamin,
orange, peach,
pear, pineapple,
sour cherry,
strawberry, citrus
mix, exotic
Next
Antioxidant
Bodytime
Probiotic
Next Buci
Buci
Su Voce
Cardio
Banana, peach
Peach

Next Joy
Apple, orange
multivitamin,
elderflower
Rosa
Emotion
Su Voce
Peach/aloe vera,
citrus/guarana
Blackcurrant/
aronia/apple
Orange, apple,
blackcurrant/
aronia/apple,
melon, multi
tropical
20
20
33
100
20
33
100
33
100
100
20
x
x
x
x
x
x
100
150
x
x
50
150
50
x
x
100
150
PDF Editor
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Segment/
Brand
Size
In cl
Flavour
Orange, apple,
blackcurrant/
aronia/apple
Iced/Rtd Tea Drinks

Nestea
Lemon
Guarana
Fruit Punch
PET
ref
nr
200
25
50
100
150
25
50
150
Peach
Energy
Drinks
Burn
Ultra Energy
Glass
rb
nr
Other
Plastic
PVC
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
x
x
x
x
x
x
25
25
x
x
Note: IBP produces all Coca-Coca products, with CCHBC producing only Nestea, Burn and Ultra
Million Litres
2006
2007
% Share
2008
2009
2010
Total
2.4
7.9
Iced/RTD Tea Drinks
2.3
- Nestea
Energy Drinks
2008
2009
2010
12.0
0.2 %
0.6 %
0.9 %
6.7
9.9
22.5 %
46.0 %
52.1 %
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
0.2
1.1
2.2
1.5 %
9.1 %
16.6 %
1.0
2.0
8.2 %
15.5 %
0.1
0.1
0.9 %
1.1 %
- Ultra
- Burn
0.2
PDF Editor
2006
2007
1.5 %
PEPSICO
Pepsi-Cola International
17-19, Felix Str. Bucharest 1, Romania
Tel: +40 21 317 2800 Fax: +40 21 317 2802
www.pepsico.com

PepsiCo is active in carbonates, sports drinks and iced/rtd tea drinks

PepsiCo, USA
COMPANY HISTORY
1998 PepsiCo launched its new look, with a stylized, three-dimensional Pepsi Globe on a blue ice backdrop
1999 PepsiCo celebrated its centennial year. The theme of a new campaign is 'The Joy of Cola'
2008 PepsiCo Inc acquired 100% stake in Belgrade-based potato chips producer Marbo Product for an
undisclosed amount. Marbo Product owns a factory near Novi Sad, one factory in Lakta and several
distribution centres in Croatia, Albania, Greece, Macedonia and Montenegro
2009 The company entered the iced/rtd tea drinks market as a result of the worldwide partnership agreement
between PepsiCo and Unilever
Company
A&P Dobanovci
Segment/
Brand
Flavour
Carbonates
Cola
Pepsi-Cola
Regular
Diet Pepsi /
Pepsi Light
Low calorie
Territory
Serbia
Size
In cl
25
33
50
100
150
200
250
Bulk
25
Glass
rb
nr
Comment
From 1998 linked to Cyprus Pepsi-Cola bottler
PET
ref
nr
x
x
33
PDF Editor
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
x
x
x
x
x
x
x
[1]
x
x
x
Segment/
Brand
Pepsi Max
Pepsi Twist
Flavour
Low calorie
With lemon

Evervess
Bitter lemon
Evervess
Orange
Mirinda
Tonic
Orange
Lemon-lime
7-Up
Lemon
Ivi
Mirinda
Lemon
Lemon

Ivi
Peach
Ivi Ricoco
Orange/ apricot
Size
In cl
50
100
150
200
250
25
33
50
100
150
200
250
Bulk
25
33
50
100
150
200
250
Bulk
Glass
rb
nr
PVC
Other
Plastic
Can
Carton
Bulk
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
25
33
150
200
250
25
33
150
25
33
50
100
150
200
Bulk
25
33
50
100
150
200
Bulk
33
150
200
PET
ref
nr
Pouch/
Sachet/
Tub/
Drum
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
33
33
PDF Editor
x
x
Notes
Segment/
Brand
Size
In cl
Flavour
Iced/Rtd Tea Drinks

Lipton
Lemon, peach,
green tea
Sports Drinks
Gatorade
Orange, lemon
Glass
rb
nr
PET
ref
nr
50
150
50
PVC
Other
Plastic
Can
Carton
Million Litres
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
66.3
72.3
87.7
66.1
70.3
5.3 %
5.2 %
6.1 %
4.8 %
5.1 %
Carbonates
66.2
71.8
87.0
66.0
70.0
15.8 %
15.8 %
17.9 %
15.1 %
15.7 %
- Pepsi-Cola
57.3
61.3
76.9
57.7
61.5
13.7 %
13.5 %
15.8 %
13.2 %
13.8 %
- Mirinda
5.0
5.6
4.7
4.3
4.5
1.2 %
1.2 %
1.0 %
1.0 %
1.0 %
- 7-Up
1.1
1.9
2.3
2.4
2.4
0.3 %
0.4 %
0.5 %
0.6 %
0.6 %
- Evervess
1.1
2.0
1.9
1.2
1.3
0.3 %
0.4 %
0.4 %
0.3 %
0.3 %
- Ivi
1.6
1.0
1.3
0.3
0.3
0.4 %
0.2 %
0.3 %
0.1 %
0.1 %
Sports Drinks
0.1
0.4
0.6
0.1
0.3
29.2 %
89.0 %
91.8 %
11.1 %
26.6 %
- Gatorade
0.1
0.4
0.6
0.1
0.3
29.2 %
89.0 %
91.8 %
11.1 %
26.6 %
PDF Editor
A&P
Marala Tita 204, 11242 Dobanovci, Belgrade, Serbia
Tel: +381 11 8469 100; 603 433; 699 385; 8465 130 Fax: +381 11 846 5440
www.pepsi.rs

Active in carbonates, sports drinks and iced/rtd tea drinks.

PepsiCo, USA
COMPANY HISTORY
1998
1999
2007
2009
Company founded as Pepsi-Cola bottler by acquiring NAVIPs plant. It is owned by the Cyprus-based
Andreou & Paraskevaides Group of Companies, which also owns the authorized Pepsi bottlers in
Cyprus and Libya
Pepsi launched its new look, with a stylised, three-dimensional Pepsi Globe on a blue ice backdrop. The
new look affected packaging also
A&P launched own carbonates range, Lex
PepsiCo celebrated its centennial year. The theme of the new campaign is 'The Joy of Cola'
Authorised Pepsi bottler for Serbia, A&P d o o Belgrade was given the esteemed international award Golden Trophy for Food & Beverages. The award was granted by the Trade Leader's Club, a globally
known organization from Madrid
Pepsi-Cola promoted new visual identity and brand image. The company's well-known stylised globe
and the Pepsi-Cola logo featured on changing backgrounds and themes suited to different consumer
tastes The entire concept targeted young consumers and their interests. The new design was
developed in various directions: travel, festivals, emoticons, digital downloads, photo booths, zodiac and
net talk.
For the fifth year in a row, Pepsi and Gatorade supported the traditional rollerblade race in Belgrade,
an event that gathers 3,000 competitors of all ages
The company entered the iced/rtd tea drinks market in cooperation with Unilever
PDF Editor
Segment/
Brand
Flavour
Carbonates
Cola
Pepsi-Cola
Regular
Diet Pepsi / Pepsi

Light
Pepsi Max
Pepsi Twist
Low calorie
Low calorie
With lemon

Evervess
Bitter lemon
Evervess
Orange
Mirinda
Tonic
Orange
Size
In cl
25
33
50
100
150
200
Glass
rb
nr
x
x
250
Bulk
25
33
50
100
150
200
250
25
33
50
100
150
200
250
Bulk
25
33
50
100
150
200
250
Bulk
PET
ref
nr
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
25
33
150
200
250
25
33
150
25
33
50
100
150
200
Bulk
x
x
x
x
x
x
x
x
PDF Editor
x
x
x
x
x
x
x
Notes
Segment/
Brand
Size
In cl
Flavour
Lemon-lime
7-Up
Lemon
Ivi
Mirinda
25
33
50
100
150
200
Bulk
Lemon
Lemon
PET
ref
nr
Iced/Rtd Tea Drinks

Lipton
Lemon, peach,
green tea
Orange, lemon
PVC
Other
Plastic
Can
Carton
Bulk
Notes
x
x
x
x
x
x
x
33
150
200

Ivi
Peach
Ivi Ricoco
Orange/ apricot
Sports Drinks
Gatorade
Glass
rb
nr
Pouch/
Sachet/
Tub/
Drum
x
x
x
33
33
x
x
50
150
50
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
66.3
72.3
87.7
66.9
71.4
5.3 %
5.2 %
6.1 %
4.9 %
5.2 %
Carbonates
66.2
71.8
87.0
66.0
70.0
15.8 %
15.8 %
17.9 %
15.1 %
15.7 %
- Pepsi-Cola
57.3
61.3
76.9
57.7
61.5
13.7 %
13.5 %
15.8 %
13.2 %
13.8 %
- Mirinda
5.0
5.6
4.7
4.3
4.5
1.2 %
1.2 %
1.0 %
1.0 %
1.0 %
- 7-Up
1.1
1.9
2.3
2.4
2.4
0.3 %
0.4 %
0.5 %
0.6 %
0.6 %
- Evervess
1.1
2.0
1.9
1.2
1.3
0.3 %
0.4 %
0.4 %
0.3 %
0.3 %
- Ivi
1.6
1.0
1.3
0.3
0.3
0.4 %
0.2 %
0.3 %
0.1 %
0.1 %
- Lex
0.0
Sports Drinks
0.1
89.0 %
91.8 %
69.4 %
88.7 %
58.3 %
62.2 %
11.1 %
26.6 %
0.0 %
0.4
0.6
0.5
1.0
0.5
0.7
0.1
0.3
Iced/RTD Tea Drinks
0.4
0.4
2.6 %
2.3 %
- Lipton
0.4
0.4
2.6 %
2.3 %
- Aqua Viva
- Gatorade
0.1
0.4
0.6
PDF Editor
29.2 %
29.2 %
89.0 %
91.8 %
ARTESKA INTERNATIONAL
Ivana Gorana Kovacica 3, 24000 Subotica, Serbia
Tel: +381 24 626 600 Fax: +381 24 626 619

Primarily active in carbonated and sports drinks and licensed in packaged water and energy drinks.

100% privately owned.
COMPANY HISTORY
1946
1951
1993
1997
2002
2004
2005
2006
2007
2008
2010
Suboticanka was founded as an independent company. It initially produced soda and ice. It later
produced jams, marmalades and alcoholic beverages
Company name changed to Si&Si
Company underwent a complete restructuring of all operations
Arteska International was established as the successor to Si&Si and signed a licensing agreement with
Sinalco International GmbH for Sinalco soft drinks
Production of EnergiS started under licence from Sinalco
Sidel PET bottling line, with a capacity of 15 m litres per month, installed for bottling spring water
Voda Voda spring water launched
Arteska Group acquired 90% of Podrum Palic
Voda Voda exported to Asia. This was followed by exports to Dubai
Construction began on a new Sinalco production facility
Voda Voda 2 (enriched with CO2) launched
Sinalco Rosso launched
ISO 9001:2000 and HACCP obtained for Voda Voda production
Sinalco Serbia, a joint venture between Sinalco International GmbH and Serbian Group Si&Si, was
founded
Voda Voda voted the most popular brand at The International Brand Fair in Belgrade
Voda Voda 200cl bag in box bulk water launched
The new Sinalco production plant in Vrujci became operational with the first four bottling lines of 900 m
litre capacity
In order to support expansion and modernisation plans, Si&Si looked for a strategic partner to purchase
30% of the company's shares
Voda Voda penetrated the Russian market, achieving distribution in over 500 supermarkets and
planned to start exporting to Japan
Voda Voda obtained Fresenius certificate allowing exportation to EU countries
The company announced an investment of 11 m in a new water plant Izvor 593 in Banja Vrujci with
24,000 units/hour capacity. Plans for exporting to south-east Europe, Asia, Singapore, Taiwan, Japan
and Korea were also revealed
Si&Si planned to move Voda Voda to Montenegro where current owner (Slovenian company Grenki
List) is trying to find the best location for the construction of a new bottling plant
Sinalco International GmbH & Co Germany withdrew the bottling licence granted to Si&Si undergoing
bankruptcy procedures. Sinalco licence for Serbia and Montenegro was bought by Unija distributera
Srbije for 0.5 m and new bottling agreement was made with Frutico from Sabac in April 2010.
Unija distributera Srbije (see Company Profile) is a strong distribution company founded as the buying
group, of several local distribution companies. Today, they have 8 distribution centres: Zrenjanin; Novi
Sad; Kovin; Beograd; abac; Uice; Parain; Ni
PDF Editor
Company
Arteska (formerly Si & Si)
Territory
Serbia
Comment
Sinalco franchisee since 1997
NON-SOFT DRINKS INTERESTS

Alcoholic drinks and fruit conserves.
DISTRIBUTION
The company has distribution centres in Novi Sad, Sabac, Vrsac, Sremska Mitrovica, Pancevo, Krakuevac,
Krusevac, Nis, Prjepolje, Paracin, Cacak and Vrnjacka Banja.
Site
Si & Si Company
24 000 Subotica
Tel: 024/546 614
Fax: 024/546 042
Voda Voda
Selo Popadi
14243 Gornja Toplica
Podrum Palic
Josipa Kolumba 33
24413 Pali
Banja Vrujci
Segment/
Brand
Flavour
Packaged Water
Carbonated
Voda Voda
Still
Voda Voda
Spring Water
Energy Drinks
EnergiS
Capacity
Comment
Production of soft drinks
Production of packaged and bulk/HOD water
Production of alcoholic beverages
900 m litres
Size
In cl
Glass
rb
nr
50
150
33
50
75
150
25
33
PET
ref
nr
PVC
Other
Plastic
Can
x
x
x
x
x
x
x
x
PDF Editor
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
25.8
21.6
14.7
9.7
7.5
2.1 %
1.6 %
1.0 %
0.7 %
0.6 %
Packaged Water
25.8
21.6
14.7
9.7
7.5
4.9 %
3.7 %
2.5 %
1.7 %
1.3 %
- Voda
25.5
21.5
14.7
9.7
7.5
4.8 %
3.7 %
2.5 %
1.7 %
1.3 %
0.3
0.0
0.0 %
0.0 %
- Voda Voda
PDF Editor
ATLANTIC GRUPA
Dragaevska, 11000 Beograd, Serbia
Tel: +381 11 285 14 35 Fax: + 381 11 285 14 70
www.cedevita.hr
www.atlantic.hr

Vitamin and mineral beverage products.

Atlantic Grupa.
COMPANY HISTORY
1920s The production tradition of today's Cedevita d.o.o. portfolio began in Croatia
1929 The first factory in Croatia for the production of dietary products, a branch office of the Swiss
companyDr A Wander, was built at the location of the company's present headquarters in Borongaj.
1947 Processing, production and preparation of teas began, when 'Biljana', a factory for the processing of
tea plants, was built in Trogir
1971 Cedevita first produced in Croatia by Pliva's food division
2000 Pliva established Cedevita as an independent company
2001 Atlantic Trade (part of the Atlantic Grupa) acquired Cedevita in partnership with DEG. A subsidiary
was established in Serbia
2003 Cedevita launched on the Serbian market (imported from Croatia)
2004 Sports drinks powder Cedevita discontinued
2005 Cedevita Kids launched on the Serbian market
2007 Atlantica Grupa purchased Multivita in May, for 6 m
2009 Croatian Atlantic Grupa, owner of Cedevita and Multivita, signed the contract on the construction of
the fruit powders factory in Vrsac. The project was financed by the European Mission with 3.5 m.
The company finalised an investment of 10 m in the production plant for Cedevita Go and this
innovative brand was launched
Croatian Atlantic Grupa, owner of Cedevita and Multivita, launched a bid for Slovenian Droga
Kolinska, majority owner of Palanacki Kiseljak
2010 Atlantic Grupa bought Droga Kolinska, with its companies Palanacki Kiseljak (Cockta bottler and water
producer), Grand (coffee) and Soko Stark (food) for 382 (150 m debt included) in July, 2010.

Production of vitamins, minerals, dietary products and pressed candies.
FOREIGN TRADE
Limited volumes exported in neighbouring countries.
PDF Editor
Segment/
Brand
Flavour
Fruit
Powders
Cedevita
Orange, lemon
Size
In g
Wild berry,
tropical
Orange
Cedevita
Kids
Orange
Cedevita Go
Multivita
Orange
Orange, lemon,
strawberry, wild
berries,
grapefruit
Multivita
Junior
PET
ref
nr
PVC
Other
Plastic
200
500
1000
200
Grapefruit,
mandarin
Cedevita
Light
Glass
rb
nr
Carton
1000
200
180
430
200
Bulk
Notes
x
x
x
x
500
433
200
x
x
x
500
1000
200
Orange
Can
Pouch/
Sachet/
Tub/
Drum
x
x
x
x
x
Million Litres
2006
2007
Total
2.5
Fruit Powders
2008
% Share
2006
2007
3.0
0.2 %
0.2 %
2.5
3.0
22.1 %
20.4 %
Grupa)
2.3
2.8
20.4 %
18.7 %
0.2
0.3
1.8 %
1.7 %
PDF Editor
2009
2010
2008
2009
2010
BIP
Bulevar Vojvode Putnika 5, 11000 Belgrade, Serbia
Tel: +381 11 369 2983 Fax: +381 11 647 579
www.bip.co.rs

BIP is primarily involved in the beer market, but also produces soft drinks.

51.8% United Nordic Beverages, Sweden and Alita, Lithuania; 48.2% share capital.
COMPANY HISTORY
1839
1850
1872
1880
1885
1889
1917
1920
1921
1944
1963
1967
1970
1976
1977
1996
2004
2005
2007
2008
2009
The first brewery opened in Belgrade

The brewery in Cacak was founded
Mostar brewery was built with a capacity of 50,000 hl and mass production starts
Bajlonis Brewery was built in Skadarska Belgrade
Cacak brewery increased capacity and started mass production
Awarded first gold medal for quality at the World Exposition in Paris
Mostar brewery destroyed during World War One; Bajlonis Brewery stopped production
Mostar brewery rebuilt with an increased capacity of 120,000 hl
Mostar brewery became joint stock company - The First Serbian Steam Powered Brewery Djordje
Vajfert SC'
Cacak brewery operated under the name The Brewery Kren and Stankovic
Mostar brewery nationalised under the name 7th July
Bajlonis brewery nationalised under the name Belgrade
Cacak brewery nationalised
7th July (Vajferts brewery) and Brewery Belgrade (Bajloni brewery) merged to create a combined
concern
Combined concern merged with the brewery Ovcar in Cacak leading to foundation of BIP
20th October Sremska Mitrovica and Toma Kostic Leskovac breweries incorporated into BIP
BIP carbonates range launched
Kvass production started at Skadarlija plant
BIP started production of fruit juices
Production of syrups started
Production of kvass moved to Cacak plant
Privatisation agency announced tender for selling 51.31% of BIP
The BIP carbonates range renamed Bipsi Plus. In nectars the brand renamed BIP Nature
Bipsi still drinks launched in two flavours: apple and orange
Multivitamin peach/apple nectar won gold at the International Exhibition of Quality in Monde Selection
2005, Brussels
BIP privatised at a cost of 21.4 m (plus a mandatory investment of 5.1 m)
The company delayed 40 m investment in a new brewery construction and announced plans for selling
Cacak-based malt plant
Company put off 40 m investment in a new brewery construction. Owners still planned to sell Cacakbased malt plant.
Minority shareholders of BIP soft drinks and beer producer demanded termination of the contract on the
sale of the company to Swedish-Lithuanian consortium, due to poor management, leading to alleged
three-fold drop in company value since acquisition (worth 60 m during privatisation, with current
company value of only 20 m).
PDF Editor
2010 Mandatory investment of 5.1 m was only partly fulfilled, with remaining 2.6 m not invested. Tax was
not played, together with the attempt to use BIP brand as bank collateral. Therefore, the agreement
between the Privatisation Agency and Swedish-Lithuanian consortium United Nordic Beverage and Alita
was terminated due to the unfullfiled obligation in April 2010.
BIP, a traditional and very popular brand in the past, is expecting potential new investors.
Company
Dunavgrad Belgrade
Skadarlja Belgrade
Cacak
Leskovac
Shareholding
100% BIP
100% BIP
100% BIP
100% BIP
Comment

Brewing, vinegar production, restaurants, hotels and tourism.
DISTRIBUTION
Most products are distributed directly through 700 retail locations and distribution centres in Novi Sad, Indja,
Ruma Pozarevac, Krakuevac, Nis, Krusevac, Uzice, Nova Varos, Kraljevo, Pec, Kosovska Mitrovica and
Budva.
FOREIGN TRADE
BIP exports beer to Germany, Israel, United Kingdom and republics of the former Yugoslavia.
Site
Dunavgrad Belgrade
Skadarlija Belgrade
Cacak
Capacity
1 x 20,000 units/hour, 25cl and 100cl
glass
PET
1 x 3,600 units/hour, 50cl, 200cl and
500cl PET
1 x 3,600 units/hour, 50cl, 200cl and
500cl PET
PDF Editor
Comment
For soft drinks
For soft drinks
For mineral water
For soft drinks
Segment/
Brand
Flavour
Packaged Water
Carbonated
Skadarska
Table
Voda
Carbonates
Cola
Bipsi
Bip
Kvass
Orange
Bipsi
Bipsi
Orange, apple,
blueberry
Squash/Syrups
Bip (1:8)
Orange 60%,
apricot 60%,
lemon 60%,
strawberry 60%
Size
In cl
Glass
rb
nr
PET
ref
nr
50
200
500
x
x
150
33
150
150
100
PDF Editor
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
21.9
19.5
15.5
7.7
5.9
1.8 %
1.4 %
1.1 %
0.6 %
0.4 %
Squash/Syrups
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
- Bip
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
Carbonates
3.7
2.4
1.6
0.6
0.4
0.9 %
0.5 %
0.3 %
0.1 %
0.1 %
- Bipsi
3.1
2.2
1.4
0.5
0.3
0.7 %
0.5 %
0.3 %
0.1 %
0.1 %
- Bip
0.6
0.2
0.2
0.1
0.1
0.2 %
0.1 %
0.0 %
0.0 %
0.0 %
Packaged Water
2.1
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.4 %
0.3 %
0.0 %
- Skadarska Voda
2.1
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.4 %
0.3 %
0.0 %
11.1
11.0
8.9
1.6
0.0
14.0 %
11.1 %
8.2 %
1.5 %
0.0 %
- Bipsi
5.3
4.5
1.7
1.6
0.0
6.7 %
4.6 %
1.6 %
1.5 %
0.0 %
- Na Eks
5.8
6.5
7.2
7.3 %
6.6 %
6.6 %
Nectars
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
- Nature
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
Juice
0.5
0.3
0.1
1.6 %
0.9 %
0.3 %
- Bip
0.5
0.3
0.1
1.6 %
0.9 %
0.3 %
Total
Still Drinks
PDF Editor
FRUVITA

Producer of carbonates, juice, nectars, still drinks and iced/rtd tea drinks.

COMPANY HISTORY
2003 Fruvita was established in Smederevo and launched Hello nectar
First packaging machine for one litre cartons was put into operation
2005 Rosi & Catteli equipment for fruit processing installed as part of total investment of around 1 m
Exports to Bosnia and Macedonia started
Novi Sad Fair Award received for the design of Hello still drinks
2006 New PET bottling line, capable of processing 12,000 150cl bph, installed as part of a 7 m investment
Hello still drinks range of five flavours launched in 50cl and 150cl PET
2007 Novi Sad Fair Award received for high quality juices, nectars and still drinks as well as special prize for
quality of pineapple nectars and champion award for lemon and grapefruit flavoured Hello still drinks
Fruvita obtained the HACCP certificate confirming full compliance with European and world quality
standards (with intention of expanding export markets)
2008 Fruvita announced acquisition of Kolarim winery, allegedly for 84.3 m dinars
The company launched a new website occasioned by the company's 5th Anniversary
Entire portfolio was re-designed
2009 Fruvita obtained ISO 9001:2008
The company relaunched the Fruvita nectars range as Hello Fruit Party in Tetra Gemina 100cl new
packs
2010 Fruvita entered the carbonates market with Fruvita Oranzada

Fruit processing.
FOREIGN TRADE
Montenegro, Bosnia & Herzegovina, Macedonia and Albania.
PDF Editor
Segment/
Brand
Juice (100%)
Fruvita
Premium
Flavour
Apple, tangerine,
multivitamin,
orange, peach,
pink grapefruit ,
orange with pulp,
cloudy apple

Frutta di
Orange 50%,
Primavera
apple 50%, peach
50%, carrot/fruit
cocktail 30%,
apricot 50%,
tropical 50%,
strawberry mix
50% ,
apple/pineapple
50%
Hello Fruit
Orange + Vitamin
Party
C 50%, apricot +
vitamin C 35%,
peach + vitamin C
40%, multivitamin
50%, pineapple +
vitamin C 40%,
apple + vitamin C
50%, strawberry/
cocktail + vitamin
C 50%, cherry +
vitamin C 35%,
banana/orange +
Vitamin C 50%,
blueberry cocktail
+ Vitamin C 50%,
exotic + vitamin C
50%
Multivitamin 50%,
orange + Vitamin
C 50%, pineapple
+ vitamin C 40%,
apple + vitamin C
50%
Hello
Orange 50%,
pineapple 50%,
peach 50%,
blueberry 50%,
strawberry 50%,
multivitamin 50%,
ACE 50%,
Apple 50%
Size
In cl
Glass
rb
nr
PET
ref
nr
PVC
Other
Plastic
Can
Carton
100
200
100
200
100
150
PDF Editor
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Segment/
Brand
Vocna Dolina
Flavour
Apple + vitamin C
50%, apricot +
vitamin C 50%,
peach + vitamin C
50%, pear 50%,
sour cherry +
vitamin C 35%

Hello
Multivitamin +
12%, lemon/
grapefruit ABC
12%, tangerine
with 6 vitamins
12%, green apple
12%, exotico +
vitamin C 12%,
orange/ nectarine
12%, orange BCE
10%, exotico 12%
Orange/lemon/
carrot ACE 12%
Iced/Rtd Tea Drinks
Hello
Peach/black tea
Lemon/lime/black
tea, cranberry/
hibiscus/green tea
Size
In cl
Glass
rb
nr
PET
ref
nr
150
50
150
150
x
x
50
100
150
200
50
x
x
x
150
PVC
Other
Plastic
Can
Carton
x
x
PDF Editor
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
32.0
42.0
49.6
64.0
55.9
2.6 %
3.0 %
3.4 %
4.7 %
4.1 %
Still Drinks
22.0
28.8
33.3
32.5
28.2
27.8 %
29.0 %
30.8 %
30.1 %
27.6 %
- Hello
22.0
28.6
33.2
32.5
28.2
27.8 %
28.8 %
30.7 %
30.1 %
27.6 %
0.2
0.1
0.2 %
0.1 %
- Fruvita
Nectars
8.6
12.1
14.0
29.0
25.4
6.0 %
8.0 %
8.1 %
18.2 %
18.4 %
- Vocna Dolina
1.5
7.5
9.3
13.7
12.8
1.0 %
5.0 %
5.4 %
8.6 %
9.3 %
8.7
9.1
5.5 %
6.6 %
3.9
6.4
3.4
2.3 %
4.0 %
2.5 %
0.7
0.1
0.0
0.4 %
0.1 %
0.0 %
1.3
1.4
1.4
4.2 %
5.2 %
5.4 %
1.3
1.4
1.4
4.1 %
5.2 %
5.4 %
- Hello
7.2
4.6
- Froovy
Juice
0.8
0.3
- Fruvita
- Hello
0.8
0.3
0.1
Iced/RTD Tea Drinks
0.6
0.8
1.0
1.2
- Hello
0.6
0.8
1.0
1.2
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5.0 %
2.9 %
3.1 %
1.0 %
2.9 %
1.0 %
0.2 %
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
KNJAZ MILOS

Primarily active in the packaged water market. Also active in carbonates, iced/rtd tea drinks, juice, nectars, still
drinks and energy drinks.

96.57% FPP Balkan Ltd, 3.42% shares socially owned enterprise. FFP Balkan is part of the Salford Group.
COMPANY HISTORY
1811
1906
1965
2002
2004
2005
2006
2007
2008
2009
2010
Company founded
First exports and international awards for mineral water Knjaz Milos
Company started bottling Pepsi-Cola under licence
A new 18,000 units/hr can filling line installed to fill 15cl, 25cl and 33cl cans for carbonates and juice.
A new 20,000 units/hr line for 20cl and 25cl non-refillable glass with twist caps installed for mineral
water, carbonates, juice and still drinks
The old Tetra Pak carton filling line replaced with a new 7,000 unit/hr line
The company entered the bulk/HOD water with Aqua Una
FPP Balkan Limited (Salford group) acquired the company for 56 m, plus a further 25 m investment
A new strategy, focusing on the core categories of packaged water and energy drinks, was adopted
The company attained ISO 22000:2005 (EU standard)
Company re-launched its soft drinks business
Company established a three year distribution agreement with Carlsberg to distribute its products in
Bosnia & Herzegovina
FPP Balkan Ltd, owner of 96.57 % of Knjaz Milos, announced its intention to acquire the remaining
3.42% shares
The company announced a capital investment of around 16.5 m in increasing and modernizing bottling
capacity. A new PET bottling line of 24,000 bottles/hour capacity (4.5 m) and a new glass bottling line
of 20,000 25cl and 33cl bottles/hour capacity (0.8 m) will be installed. In addition, part of the
investment will be allocated for water treatment and energy saving facilities, as well as increasing
number of refrigerators up to 28,000
Knjaz Milos was re-certified ISO 9001 and received two new quality certificates: OHSAS 18001
(Occupational Health and Safety Assessment Series) and SRPS ISO 14001:2005 for environment
protection
The company concluded an agreement with local company Frikom to produce innovative Guarana
Energy Ice Cream, winning the Gold Medal in the Agricultural Fair in Novi Sad
Salford investment fund announced intention of selling the company. Pepsi-Cola confirmed in August
negotiations were on the way but later Salford Capital Partners decided to indefinitely postpone the sale
of Knjaz Milos due to instability of global finance market
Knjaz Milos was nominated The best from Serbia by Ministry of Commerce and Services, Serbian
Chamber of Commerce and Economical Review magazine
In September Knjaz Milos acquired the juice brand Moc Prirode (The Power of Nature) from
Agroekonomik. The value of the deal was not disclosed, but the new owner announced investment of
1.5 m in redesigning, re-launching and distribution of the brand
Knjaz Milos organised the campaign Knjaz Milos Quenches thirst, in several Serbian cities to assist
workers in open spaces during hot days
Knjaz Milos withdrew its listings from the Belgrade Stock Exchange in October, 2010.
PDF Editor
DISTRIBUTION
Knjaz Milos has the best nationwide mineral water distribution network. The network includes six distribution
centres in Serbia and one each in Montenegro and Bosnia & Herzegovina (both organised as independent
companies). 60-70% of sales occur in Serbia, with about 10% in Montenegro and 20% in the Autonomous
Province of Vojvodina.
FOREIGN TRADE
Knjaz Milos exports to more than 15 countries, of which the most important markets are Germany, Canada,
Sweden and Australia.
Site
Arandjelovac, East Serbia
Segment/
Brand
Flavour
Bulk/HOD Water
Aqua Una
Still mineral
Packaged Water
Carbonated
Knjaz Milos
Regular
Grapefruit/
elderberry,
lemon,
orange/lemon
Capacity
1 x 10,000 bottles/hour, glass - water
1 x 18,000 units/hr, can for 25cl and 33cl
1 x 16,000 units/hr line, glass for 20cl and 25cl nonrefillable with twist caps
1 x 24,000 bottles/hour, glass - water
1 x 18,000 bottles/hour, glass - carbonates
1 x 2,000 bottles/hour, 33cl, 50cl and 150cl PET
2 x 12,000 bottles/hour, 33cl, 50cl and 150cl PET
1 x 200 bottles/hour, 1,890cl PC
Size
In cl
Glass
rb
nr
Still mineral
PVC
Other
Plastic
Can
1890
25
33
50
75
100
150
50
25
33
50
75
150
500
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
x
x
x
x
x
x
x
x
150
Still
Aqua Viva
PET
ref
nr
Comment
From KHS,Germany
SASIB, Carbonates and juices
KHS, Mineral water,
carbonates, juice and still drinks
From KHS,Germany
From KHS, Germany
From SASIB, Italy
From SASIB and MAIER
x
x
x
x
PDF Editor
x
x
x
x
x
Notes
Segment/
Brand
Flavour
Carbonates
Cola
Golf
Cola
50
150
x
x
Orange
Golf
Orange
50
150
x
x
150
Other fruit Flavours

Knjaz Milos
Apple 10%
Spritzer
Juice (100%)
Golf
Orange,
pineapple

Golf
Apple 50%,
blueberry 30%,
Vitalis (orange/
carrot/ lemon),
ACE orange/
passion fruit/
pineapple/ apple
50%, sour
cherry 35%,
strawberry 40%,
peach 40%,
apricot 35%,
mango/ peach
50%, orange/
pineapple/
passion fruit
ACE 50%
Still Drinks (less than 25%
juice)
Aqua Viva
Peach
Hydroactive
Aqua Viva
Apple
Junior
Aqua Viva
Lemon-lime/
Slim
green tea
Juice-Up
Forest fruits,
orange, apple,
multivitamin
Mila
Wake Up
(guarana/
lemongrass),
Balance (aloe
vera/ melon),
Chillout (herbal
cocktail/ cherry)
Size
In cl
Glass
rb
nr
20
20
PET
ref
nr
75
33
50
50
150
50
x
x
Iced/Rtd Tea Drinks
PDF Editor
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Segment/
Brand
Flavour
Golf
Peach
20
Regular
Black
25
25
Energy
Drinks
Guarana
Size
In cl
Glass
rb
nr
PET
ref
nr
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
x
x
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
185.8
198.4
190.1
174.6
172.6
14.9 %
14.4 %
13.2 %
12.8 %
12.6 %
Packaged Water
160.1
170.9
163.3
149.8
142.4
30.3 %
29.0 %
28.2 %
26.4 %
24.7 %
- Knjaz Milos
137.6
135.6
119.0
103.0
92.4
26.0 %
23.0 %
20.5 %
18.2 %
16.0 %
- Aqua Viva
22.5
35.2
44.3
46.8
50.0
4.3 %
6.0 %
7.6 %
8.2 %
8.7 %
Carbonates
4.4
6.8
6.4
5.7
10.4
1.1 %
1.5 %
1.3 %
1.3 %
2.3 %
- Golf
4.4
6.8
6.2
5.6
10.4
1.1 %
1.5 %
1.3 %
1.3 %
2.3 %
0.2
0.2
0.0
0.0 %
0.0 %
0.0 %
1.9
7.0
8.7
1.8 %
6.4 %
8.6 %
6.2
8.1
5.7 %
8.0 %
0.7
0.6
0.7 %
0.6 %
- Knjaz Milos
Still Drinks
3.6
1.2
- Juice Up
- Aqua Viva
- Golf
3.6
- Mila
0.3
1.2
0.8
0.6
0.1
0.1
0.0
4.6 %
4.6 %
1.2 %
0.3 %
1.1 %
0.8 %
0.5 %
0.1 %
0.1 %
0.0 %
Energy Drinks
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
- Guarana
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
Nectars
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
- Golf
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
Sports Drinks
0.5
0.7
58.3 %
62.2 %
- Aqua Viva
0.5
0.7
58.3 %
62.2 %
Juice
1.3
1.0
1.0
0.9
0.6
4.6 %
3.2 %
3.3 %
3.4 %
2.2 %
- Golf
1.3
1.0
1.0
0.9
0.6
4.6 %
3.2 %
3.3 %
3.4 %
2.2 %
Iced/RTD Tea Drinks
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
- Golf
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
PDF Editor
MINAQUA

Mineral water, carbonates and still drinks

In 1999, Minaqua was privatised and now has around 100 shareholders.
COMPANY HISTORY
1897
1911
1945
1972
1999
2000
2006
2007
2008
2009
Company founded
Franc Josef's Water rewarded with the Grand Prix for water quality at fairs in Rome, Paris and London
Mineral water sold nationwide as Mineral Water of Novi Sad
Plant completely modernised
Minaqua brand name launched
Company privatised
Investment in new Krones and SIG bottling lines for water and soft drinks
Quality systems ISO 9001:2000 and ISO 14001/EN ISO 14001 introduced
The company is HACCP certified
BB Minaqua re-designed packaging for still mineral water and re-branded line as Life Minaqua
In October the company started exports of mineral water to Romania
Minaqua announced plans for a 1.5 m investment in increasing and modernising capacity for bottling
water and soft drinks in the first half of 2009
New warehouse and office building were inaugurated
Segment/
Brand
Flavour
Packaged Water
Carbonated
Minaqua
Mineral
Still
Life Minaqua
Mineral
Size
In cl
33
50
100
200
33
50
100
200
575
Glass
rb
nr
PET
ref
nr
x
x
x
x
x
x
x
Carbonates
PDF Editor
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Segment/
Brand
Size
In cl
Flavour
Cola
Minaqua
Cherry
Fructo
Minaqua
Tonic
Fructo
Orange
Minaqua
Mandarin
Fructo
Lemon
Minaqua
Fructo
juice)
Jodi
Apple, cherry
Glass
rb
nr
PET
ref
nr
200
200
200
200
50
Other
Plastic
PVC
Can
Carton
Million Litres
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
125.4
139.6
134.7
109.2
114.8
10.0 %
10.1 %
9.3 %
8.0 %
8.4 %
Packaged Water
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
- Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
Still Drinks
2.2
2.3
2.4
0.9
0.9
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
- Jodi
2.2
2.3
2.4
0.9
0.9
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
Carbonates
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
- Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
PDF Editor
NECTAR

Packaged water, juice, nectars, still drinks, squash/syrups, iced/rtd tea, energy drinks.

COMPANY HISTORY
1976
1989
1998
2001
2002
2003
2005
2006
2007
2008
2009
2010
Heba spring discovered and a 6 m litre per annum bottling plant was built
PET packaging launched. Bottling capacity increased to 120 m litres per annum
Nectar was founded and first packaging line for carton packs installed
Heba was admitted into the national program 'Healthy Food - Green Apple', receiving the Green Apple
quality certificate
Heba added the still spring water, Heba Ekovoda, to its portfolio
Nectar purchased the new factory in Vladicin Han. It was the biggest factory in the region for production
of fruit concentrates
Heba entered the bulk/HOD water market with Heba Ekovoda in 1500cl PET
New bottling lines became operational; increasing total annual capacity of 300 m litres
150cl carton packaging launched
Launch of Nectar Plus
Launch of Nectar Life
Nectar innovated and expanded packaging portfolio: introducing products in PET packing and metal
cans
Heba underwent privatisation
Launch of Nectar Life Organic
Nectar HACCP certificate obtained. Heba is in the process of obtaining HACCP certificate and ISO9001
Nectar signed a 10 m credit agreement with EBRD to facilitate increased production and the
penetration of new markets (Romania, Bulgaria)
Improvement of distribution network: direct delivery and distribution centres established in Belgrade,
Backa Palanka, Cacak and Nis
Nectar acquired local company Budunost, for RSD640 m plus obligation to invest at least RSD27 m
Budunost will produce raw material for Nectar, including tomato
Nectar acquired 70% of mineral water producer Heba from the Serbian privatisation agency, for 2.5 m
plus 6 m to cover the company's liabilities
Nectar changed the company logo as part of its improved identity
The company launched an innovative nutraceutical nectar with soy and also launched Nectar Life
Unique 100% juice (not from concentrate)
PDF Editor
Site
Heba Bujanovac
Capacity
1 x 12,000 litres/hour, PET
1 x 10,000 litres/hour, glass
1 x 3,600 litres/hour, 50cl and 150cl
PET, including equipment for
manufacturing PET bottles from
granules
PET
Comment
KHS
Origin Sidel, France
From Italy

Production and distribution of fruit purees and concentrates. Also produces alcoholic beverages, preserves,
tomato sauces and vinegar.
FOREIGN TRADE
Bosnia & Herzegovina, Macedonia, Slovenia, Russia, Australia, Canada, USA and various EU countries.
Segment/
Brand
Flavour
Packaged Water
Carbonated
Heba
Mineral water
Still
Heba
Heba
Ekovoda
Mineral water
Table water
Size
In cl
50
100
150
50
100
150
50
Glass
rb
nr
Apple, orange,
strawberry,
multivitamin,
blueberry,
blackberry,
apple/peach,
sour cherry
Apple, orange
Blueberry,
peach, apple,
orange
PVC
Other
Plastic
Can
Carton
Bulk
x
x
x
x
x
150
500
Bulk
Juice (100%)
Nectar Life
PET
ref
nr
Pouch/
Sachet/
Tub/
Drum
x
x
x
x
x
20
25
25
PDF Editor
x
x
Notes
Segment/
Brand
Nectar Life
Organic
Nectar Life
Unique
Nectar Kids
Nectar
Flavour
Apple, orange,
orange with
pulp, peach,
tomato,
strawberry, pear
multivitamin,
pineapple,
blueberry, sour
cherry,
blackberry
Apple
Raspberry
Apple, orange,
apple/pear,
strawberry,
peach + calcium
and ACDE
Apple, peach,
multivitamin,
orange

Nectar Family Pineapple 50%,
blueberry 30%,
peach 50%,
apple 50%,
strawberry 50%,
apricot 50%,
sour cherry 50%,
fruit mix 30%
Pineapple 50%,
blueberry 30%,
peach 50%,
quince 50%,
apple 50%,
strawberry 50%,
apricot 50%,
sour cherry 50%,
orange 50%,
fruit mix 30%
Apple 50%,
apricot 50%
orange 50%,
sour cherry 30%,
fruit mix 30%,
blueberry 30%,
strawberry 50%,
tropic 30%,
peach 50%
Size
In cl
Glass
rb
nr
PET
ref
nr
100
20
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
25
100
100
x
x
x
20
150
20
100
150
PDF Editor
[1]
Segment/
Brand
Nectar Plus
Fit
Nectar Plus
(+ vitamins)
Nectar Plus
Antistress
Nectar Plus
Antistress 2
Vocne Kapi
Flavour
orange/pink
grapefruit,
pineapple,
lemon, ginger
50%
Blackberry 30%
Pineapple/
orange,
mango/white
grape
Pineapple/
orange,
pomegranate/
apple, mango/
white grape,
blackberry 30%,
red grape 50%
Carrot/fruit mix
Apple, red
grape,
blackberry,
blackcurrant
with chamomile
and lemon balm
extracts 50%
Peach, apple,
forest fruits,
tropical
Forest fruits,
apple,
peach/apple,
tropical

juice)
Fun
Multivitamin, red
multivitamin,
green apple,
apple, orange
Vocne Kapi
Peach, other
fruit
Size
In cl
20
Glass
rb
nr
x
25
50
100
20
PET
ref
nr
PVC
Other
Plastic
Can
Carton
x
x
x
x
50
100
20
25
33
50
100
20
x
x
x
x
x
x
25
50
100
100
x
x
x
x
200
150
x
x
50
150
150
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Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Segment/
Brand
Flavour
Size
In cl
Glass
rb
nr
Squash/Syrups
Nectar (1+6)
Apple, lemon,
orange
100
Nectar Plus
100
20
50
Apple,
blackberry
lemon,
raspberry
orange, sour
cherry
Iced/Rtd Tea Drinks

Nectar
Peach, lemon
Peach, lemon,
strawberry
Peach
Peach, lemon,
strawberry
Energy
Drinks
Booster
Pink Up
150
150
PET
ref
nr
PVC
Other
Plastic
Can
Carton
x
x
x
x
25
25
[1] Nectar trademark renamed Nectar Family in 2009
PDF Editor
x
x
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
64.4
70.3
84.9
96.6
88.5
5.1 %
5.1 %
5.9 %
7.1 %
6.5 %
Nectars
40.1
43.5
54.2
42.4
40.0
27.9 %
28.8 %
31.6 %
26.6 %
29.1 %
- Nectar
40.1
43.5
42.4
31.7
29.7
27.9 %
28.8 %
24.7 %
19.9 %
21.6 %
11.9
10.8
10.3
6.9 %
6.8 %
7.5 %
Packaged Water
35.8
34.8
6.3 %
6.0 %
- Heba
35.8
34.8
6.3 %
6.0 %
- Vocne Kapi
Juice
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
- Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
Squash/Syrups
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
- Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
Iced/RTD Tea Drinks
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
- Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
Energy Drinks
0.4
0.4
0.3
0.2
0.2
4.3 %
3.9 %
2.2 %
1.9 %
1.8 %
- Booster
0.3
0.4
0.2
0.2
0.2
3.4 %
3.7 %
1.8 %
1.6 %
1.7 %
0.1
0.0
0.0
0.4 %
0.2 %
0.1 %
8.7 %
4.0 %
0.1 %
3.5 %
3.3 %
0.1 %
0.7 %
0.0 %
- Pink Up
0.1
0.0
Still Drinks
8.4
6.8
- Vocne Kapi
9.4
4.4
0.1
3.8
3.6
0.1
0.8
0.0
- Fun
- Mambo
1.0
- Twister
- Nectar
0.9 %
0.2 %
10.6 %
6.8 %
1.3 %
6.8
7.4
PDF Editor
5.6
6.8 %
9.3 %
5.2 %
PALANACKI KISELJAK

Active in packaged water and carbonates.

Istrabenz d.d. (Istrabenz).
COMPANY HISTORY
1719
1953
1968
1996
1995
2000
2002
2003
2005
2007
2008
2009
2010
2010
Spring recorded for the first time

Cockta launched
Production and bottling of mineral sparkling water and carbonates commenced
Cockta acquired by Sloveniavino
Production of Vivo carbonated and non-carbonated soft drinks started
Kolinska acquired Cockta brand from Sloveniavino
Kolinska acquired a 74.78% share in Palanacki Kiseljak
Company focused entirely on packaged water, opening a new 1.8 m production facility, doubling
production to 4,500 litres per hour
Kolinska's investment enabled new plant to be built on a green-field site at the same location as the
sugar syrup preparation plant. An 8,000 bph bottling line was installed to produce Cockta and Jupi
(under licence) and the Yu local carbonates range
Kolinska merged with Droga, Cockta, Jupi and Yu owned by newly formed company Droga Kolinska
Istrabenz acquired Droga Kolinska
Serbian food processing company Centroproizvod expressed interest in buying Slovenian Droga
Kolinska, owner of Palanacki Kiseljak, allegedly for 150 m, with a state contribution. Droga Kolinska
denied rumours
Istrabenz, owner of Droga Kolinska declared insolvency
Croatian Atlantic Grupa, owner of Cedevita and Multivita, launched a bid for Slovenian Droga Kolinska,
majority owner of Palanacki Kiseljak
Droga Kolinska signed an agreement with Terra Productie Indjija with cooperation of Ball Packaging to
start canning Cockta cola in 25cl slim can. The 11 m production line has a capacity of 300,000 cans
per hour
Atlantic Grupa bought Droga Kolinska, with its companies Palanacki Kiseljak (Cockta bottler and water
producer), Grand (coffee) and Soko Stark (foods) for 382 ( 150 m net debt included) in July 2010.
PACKAGING
Mainly PET production, with only a sixth of production packed in glass.
FOREIGN TRADE
Company exports products to Canada, USA and markets within European Union.
PDF Editor
Site
Smederevo Palanka
Segment/
Brand
Capacity
1 x 10,000 litres/hour, 100cl glass
1 x 3,800 units/hour, 50cl and150cl PET
Size
In cl
Flavour
Packaged Water
Carbonated
Karadorde
25
50
75
150
Still
Karadorde
Glass
rb
nr
PET
ref
nr
Orange
Jupi
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
x
x
x
50
150
200
575
Carbonates
Cola
Cockta
Other
Plastic
PVC
Comment
From Germany
From Italy
x
x
x
x
25
50
150
200
25
50
200
x
x
x
x
x
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
23.1
24.5
27.3
24.7
29.2
1.8 %
1.8 %
1.9 %
1.8 %
2.1 %
Carbonates
11.8
13.7
16.7
15.4
20.3
2.8 %
3.0 %
3.4 %
3.5 %
4.6 %
- Cockta
10.6
12.8
16.5
15.2
19.0
2.5 %
2.8 %
3.4 %
3.5 %
4.3 %
- Jupi
0.6
0.3
0.2
0.2
1.3
0.1 %
0.1 %
0.0 %
0.0 %
0.3 %
- Yu
0.6
0.6
0.1 %
0.1 %
Packaged Water
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
- Karadorde
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
PDF Editor
RODIC MB

Rodic is primarily active in the carbonates market, but is also one of the country's most important brewers.

Privately owned.
COMPANY HISTORY
1992 Rodic entered the retail market
1994 Rodic launched Frutella, entering the carbonates market
1998 Company installed the Sumak bottling line with 2,000 litres per hour capacity
Capacity increased with the addition of an Italian bottling line of 2,000 bph for 200cl PET
Gerosa plus Sipa blowing equipment installed, increasing capacity to 4,000 bph
Bottling of syrups in 100cl non-refillable glass began
1999 A new Italian, 2,500 bph, filling line for 200cl PET was installed
Soft drinks production shut down during bombardments
Bottling of 85cl PET syrups started and 100cl non-refillable glass discontinued
2000 Company suffered quality problems with Frutella. The brand was discontinued for nine months while the
necessary technology and recipes are revised
2001 Syrups production capacity increased
New Krones bottling lines for 150cl and 200cl PET, with 9,000, 11,000 and 18,000 bph capacity, were
installed for Aqua Bella mineral water and Frutella
Production of alcoholic beverages discontinued
York chilling facility installed
2002 Sipa bottling line, with 4,000 bph capacity, installed for 200cl PET
Aqua Bella packaging re-designed
2003 A KHS filling line installed for Aqua Bella and Frutella in 33cl (14,000 bph), 70cl, 150cl (20,000 bph) and
200cl (10,000 bph) PET
Pall filtration station installed
Krones bottling line, with a 13,000 bph capacity, installed for 200cl PET.
The company entered the beer market
2006 Aermak chilling facility installed
New bottling plant opened
Syrups production capacity reconstructed and increased
Stork (parent company) received ISO 9001/2000 certification
2007 The company announced the reorganisation of all Rodics products (Frutella soft drinks, Aqua Bella
mineral water and MB beer) produced under the MBBB company trademark (MB Bottling Business)
Rodic Brewery acquired by Heineken (subject to the regulatory approvals)
2008 Fru still drink launched in 50cl and 150cl PET.
2010 Rodic again entered the retail business by opening a new Hypermarket Hype Cort in December 2010.
At the beginning of 2011, this was sold to DIS-local retail chain

Trading of petroleum, foodstuffs and retail commodities and the production of food and drinks. Also has
involvement in retail, hotels and restaurants, transport and distribution.
PDF Editor
Segment/
Brand
Flavour
Packaged Water
Carbonated
Aqua Bella
Mineral
Still
Aqua Bella
Carbonates
Cola
Frutella

Frutella
Tonic
Bitter lemon
Alpela
Orange
Frutella

juice)
Frutella
Orange
Squash/Syrups
Frutella
Iced/Rtd Tea Drinks
Frutella
Peach
Size
In cl
Glass
rb
nr
PET
ref
nr
33
70
150
200
x
x
x
x
33
70
150
200
x
x
x
x
33
70
150
200
x
x
x
x
150
200
x
x
33
150
200
x
x
x
33
70
150
200
x
x
x
x
33
150
200
150
x
x
x
x
85
Bulk
33
150
200
x
x
x
PDF Editor
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
105.3
103.0
98.1
86.5
67.5
8.4 %
7.5 %
6.8 %
6.3 %
4.9 %
Carbonates
69.8
65.7
60.0
54.6
34.1
16.7 %
14.5 %
12.3 %
12.5 %
7.7 %
- Frutella
68.4
64.4
58.5
53.1
32.3
16.3 %
14.2 %
12.0 %
12.2 %
7.3 %
- Alpela
1.4
1.3
1.5
1.5
1.7
0.3 %
0.3 %
0.3 %
0.3 %
0.4 %
Packaged Water
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
- Aqua Bella
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
Still Drinks
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
- Frutella
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
Squash/Syrups
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
- Frutella
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
Iced/RTD Tea Drinks
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
- Frutella
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
Total
PDF Editor
SWISSLION-TAKOVO

Primarily active in the juice, nectars and squash/syrups markets.

In 2004, Takovo was acquired by Swisslion and became Swisslion-Takovo. Previously the company was
100% socially owned.
COMPANY HISTORY
1922 Company established.
1962 Company was renamed Takovo
2004 Takovo was privatised, acquired by Swisslion and renamed Swisslion-Takovo
Swisslion also owns Miloduh (acquired 1998)
2008 Swisslion-Takovo acquired Croatian company Euro Food Markt, which will allow development of
Swisslion's brands and production of various products of this company on the Croatian market. The
acquisition price is estimated at 20 m, including the 10 m mandatory investment by the end of 2008
PRODUCTION INGREDIENTS
Mostly own production. Swisslion-Takovo is a major producer of fruit products.
DISTRIBUTION
The company has warehouses in Gornji Milanovac, Novi Sad, Nis and Belgrade, plus over forty retail and
fourteen discount outlets.
PACKAGING
Carton for juice (Tetra Pak has a plant in the same town). Glass is acquired from local factory in Paracin; some
volume is imported.

Spirits, fruit pures, fresh fruit, products based on cream, chocolate and wild mushrooms, ketchups, bakery
products, cattle breeding.
PDF Editor
FOREIGN TRADE
Swisslion-Takovo exports carton packed juices and juice-based drinks.
Site
Gornji Milanovac, Radovana Grbovica
bb
Segment/
Brand
Flavour
Juice
(100%)
Takovo
Apple, orange,
apricot, peach,
tomato
Apple, orange,
quince/apple,
pineapple,
apricot, peach,
blackberry

Takovo
Orange, peach,
blueberry,
50% apricot,
peach, orange,
strawberry,
apple/peach,
cocktail,
orange/peach
Tomato, carrot,
pear, peach,
sour cherry,
blueberry
Squash/Syrups
Takovo
Size
In cl
Capacity
100cl glass
Comment
Syrups and juices
100cl carton (largely Tetra Pak)
Juice and fruit drinks
Other
Plastic
Pouch/
Sachet/
Tub/
Drum
Glass
rb
nr
PET
ref
nr
PVC
Can
Carton
20
100
20
20
100
30
PDF Editor
Bulk
Notes
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
14.8
14.8
12.4
9.3
9.1
1.2 %
1.1 %
0.9 %
0.7 %
0.7 %
Squash/Syrups
2.7
3.1
4.2
5.0
10.5 %
11.8 %
16.2 %
16.8 %
- Takovo
2.7
3.1
4.2
5.0
10.5 %
11.8 %
16.2 %
16.8 %
Total
Nectars
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
- Takovo
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
Juice
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
- Takovo
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
PDF Editor
UNIJA DISTRIBUTERA SRBIJE

Carbonates

A joint venture between distributors from 8 provinces of Serbia
COMPANY HISTORY
Unija Distributera Srbije is a strong distribution company founded as the buying group, of several local
distribution companies. Today, there are 8 distribution centres: Zrenjanin; Novi Sad; Kovin; Beograd; abac;
Uice; Parain; Ni.
Sinalco International GmbH & Co Germany withdrew the bottling licence granted to Si&Si due to liquidity
problems. Sinalco licence for Serbia and Montenegro was bought by Unija distributera Srbije for 0.5 m.
Segment/
Brand
Carbonates
Cola
Sinalco
Cola Mix
Sinalco
Flavour
Regular
Cola/orange

Sinalco
Tonic, bitter
lemon
Orange
Sinalco
Sinalco
Rosso
Size
In g
25
33
200
Glass
rb
nr
PET
ref
nr
x
x
x
200
150
25
33
200
200
x
x
x
x
PDF Editor
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
VINO ZUPA

Non-carbonated soft drinks.

COMPANY HISTORY
1956
1962
1967
2002
2003
2004
2005
2006
2008
2009
2010
Vino Zupa was founded

The first fruit juice plant was set up
A new juice and juice concentrate factory became operational
The company was privatised
La Vita juice and nectars brand was launched
A modern refrigeration plant for reception and storage of fresh fruit with a capacity of 1,300 tonnes was
set up.
First TP line, with a capacity of 7,000 units per hour, was installed for 20cl, 50cl and 100cl cartons
A refrigeration plant with a capacity of 4000t was bought in Brus
Second TP line, with a 7,000 units per hour capacity, was installed for 20cl, 50cl, 100cl and 150cl
cartons
An agreement for the distribution of Vino Zupa brands was signed with Agroekonomic
Glass bottling line installed
Vino Zupa introduced a system of quality and safety management in accordance with JUS ISO
9001/2001 standards and recommended international code of practice general principles of food
hygiene CAC/RCP 1-1969, Rev.4 2003
Another refrigeration plant with a capacity of 1700 tonnes was built in the first half of 2006.
The company purchased in September the majority stake in the Macedonian winery Povardarje from
Negotin on the Skopian stock exchange for 163,000 and took over all managerial positions. Vino Zupa
had to cover about 4 m of winery debts
The company was extended by acquisition of Hepok plant in Mostar and Amko Comerc in Sarajevo.
The company installed a new production line AsepsystemS with a processing capacity of ten tonnes
per hour of fresh fruit or obtaining fruit purees and puree concentrates from the following fruit: apple,
pear, strawberry, raspberry, blackberry, pear, plum, and sour cherry
The company ran four Tetra Flex lines with a capacity of 600,000 cartons of 20cl, 33cl, 50cl, 100cl,
150cl or 200cl
The first PET line worth 0.5 m was installed. The two production lines will be used for bottling
carbonated soft drinks (50cl and 200cl PET) and still drinks (50cl and 150cl PET)
Vino Zupa announced plans to invest an additional 1 m in a new 8,000 litres per hour bottling line for
soft drinks production, to be finalised by the end of the year
Vino Zupa acquired Agroekonomik Blace, a local refrigeration company for freezing fruits and
vegetables, in September 2010.

Production of wine, fruit preserves and pickles.
PDF Editor
FOREIGN TRADE
Vino Zupa is one of the strongest exporters in the region, especially to Bosnia & Herzegovina and Macedonia.
Site
Segment/
Brand
Juice
(100%)
La Vita
La Vita 5
(ACDE+Ca)
Capacity
1 TP x 7,000 uph 20cl, 50cl, 100cl
1 TP x 7,000 uph 20cl, 50cl, 100cl, 150cl
1 glass line
1 glass line
Flavour
Orange, apple,
multivitamin,
tomato
Apple, orange,
pineapple/apple,
peach/apple,
multivitamin, wild
berries ACE,
tomato
Apple, orange,
strawberry/apple,
peach/apple, wild
berries

La Vita 52%
Cranberry, red
grape,
pineapple/apple
Raspberry,
quince, blueberry
Sour cherry,
lemonade,
Yellow cocktail,
red cocktail,
orange, apple,
orange/carrot/
apple
Apricot
Blackcurrant/red
grape, peach,
strawberry
Pear/apple.
orange/apple
Size
In cl
20
Glass
rb
nr
PET
ref
nr
PVC
Other
Plastic
Comment
Installed in 2004
Installed in 2005
For syrups
Installed in 2006 for 20cl juice and nectars
Can
Carton
100
100
20
20
100
20
100
20
20
100
20
Pouch/
Sachet/
Tub/
Drum
x
x
x
x
x
x
100
100
PDF Editor
x
x
x
x
x
Bulk
Notes
Segment/
Brand
La Vita
Classic
La Vita
Happy
Flavour
Apple, peach,
carrot/orange
apple, orange,
yellow cocktail,
red cocktail,
orange/apple,
multivitamin,
sour cherry,
blackcurrant/
red grape
Blackberry, pear,
raspberry,
cranberry,
strawberry

juice)
La Vita
Orange,
multivitamin,
blueberry,
blackberry 8%
Squash/Syrups
La Vita (1:6)
Apple, sour
cherry, orange
lemon,
raspberry,
blueberry,
blackcurrant
Iced/Rtd Tea Drinks
La Vita
Peach, lemon
Size
In cl
Glass
rb
nr
PET
ref
nr
PVC
Other
Plastic
Can
Carton
200
200
150
100
20
PDF Editor
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
19.2
33.8
47.1
52.3
42.2
1.5 %
2.4 %
3.3 %
3.8 %
3.1 %
Nectars
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
- La Vita
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
Still Drinks
1.2
2.6
1.1 %
2.5 %
- La Vita
1.2
2.6
1.1 %
2.5 %
Juice
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
- La Vita
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
Squash/Syrups
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
- La Vita
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
Iced/RTD Tea Drinks
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
- La Vita
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
PDF Editor
VODA VRNJCI

Voda Vrnjci is primarily involved in the packaged water market, but is also active in carbonates and still drinks.
COMPANY HISTORY
1970
1976
1997
2000
2004
2005
Company was founded

Frutella still drinks and Vrnjci carbonates range launched
First (Sidel and Krones) PET lines, with a capacity of 6,000 bph, were installed for 50cl and 150cl
Company doubled capacity with a 6,000 bph bottling line for 200cl PET
Bottling line, with a capacity of 16,000 bph, added for 25cl, 50cl, 70cl and 100cl glass bottles.
Company was privatised and acquired by Exrapet
A line for 500cl PET bottle added
2006 Company invested 3.5 m in three new springs in order to exploit good quality water
Company gained HACCAP and ISO 9001 certification
DISTRIBUTION
Distribution centres in Belgrade, Novi Sad, Nis, Subotica, Kragujevac and Cacak.
FOREIGN TRADE
Primary export market is Bosnia & Herzegovina. Other export markets include Montenegro, Austria, Germany,
Canada, USA and Australia.
Site
Vrnjacka Banja
Capacity
Sidel: 6,000 bph 50cl and 150cl PET
Krones: 12,000 bph 50cl, 150cl and 200cl PET
1 x 16,000 bph 25cl and 100cl glass
1 x 5,000 bph 500cl PET
PDF Editor
Comment
Installed in 1997
Installed in 2000
Installed in 2004
Installed in 2006
Segment/
Brand
Flavour
Packaged Water
Carbonated
Vrnjci
Vrnjci
Low carbonation
Still
Vrnjci
Carbonates
Cola
Vrnjci Frutela
Lemon-lime
Vrnjci Fiz
25
50
100
150
200
25
50
150
200
Glass
rb
nr
Regular
Regular
Regular

Vrnjci Frutela
Tropical

Vrnjci Frutela
Orange
50
100
150
200
50
100
150
200
50
100
150
200
50
100
150
200
50
100
150
200
50
150
200
PET
ref
nr
x
x
x
x
x
x
x
x
x
25
50
200
500

Vrnjci Frutela
Tonic
Orange
Vrnjci Frutela
Size
In cl
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
x
PDF Editor
PVC
Other
Plastic
Can
Carton
Pouch/
Sachet/
Tub/
Drum
Bulk
Notes
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
69.4
92.7
100.1
116.7
123.2
5.6 %
6.7 %
6.9 %
8.5 %
9.0 %
Packaged Water
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
- Vrncji
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
Carbonates
12.2
13.5
16.6
14.4
14.8
2.9 %
3.0 %
3.4 %
3.3 %
3.3 %
- Vrncji
12.2
13.5
16.6
14.4
14.8
2.9 %
3.0 %
3.4 %
3.3 %
3.3 %
Still Drinks
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
- Frutela
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
1250.1
1381.5
1444.1
1369.2
1368.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Coca-Cola
250.1
295.8
320.9
321.2
335.1
20.0 %
21.4 %
22.2 %
23.5 %
24.5 %
Knjaz Milos
185.8
198.4
190.1
174.6
172.6
14.9 %
14.4 %
13.2 %
12.8 %
12.6 %
Voda Vrnjci
69.4
92.7
100.1
116.7
123.2
5.6 %
6.7 %
6.9 %
8.5 %
9.0 %
125.4
139.6
134.7
109.2
114.8
10.0 %
10.1 %
9.3 %
8.0 %
8.4 %
Nectar
64.4
70.3
84.9
96.6
88.5
5.2 %
5.1 %
5.9 %
7.1 %
6.5 %
PepsiCo
66.3
72.3
87.7
66.1
70.3
5.3 %
5.2 %
6.1 %
4.8 %
5.1 %
Rodic
105.3
103.0
98.1
86.5
67.5
8.4 %
7.5 %
6.8 %
6.3 %
4.9 %
Fruvita
32.0
42.0
49.6
64.0
55.9
2.6 %
3.0 %
3.4 %
4.7 %
4.1 %
Vino Zupa
19.2
33.8
47.1
52.3
42.2
1.5 %
2.4 %
3.3 %
3.8 %
3.1 %
Sinalco
31.2
35.3
47.7
33.9
29.7
2.5 %
2.6 %
3.3 %
2.5 %
2.2 %
Droga Kolinska
23.1
24.5
27.3
24.7
29.2
1.8 %
1.8 %
1.9 %
1.8 %
2.1 %
5.8
6.5
7.2
14.2
25.5
0.5 %
0.5 %
0.5 %
1.0 %
1.9 %
23.6
24.8
23.5
22.7
23.4
1.9 %
1.8 %
1.6 %
1.7 %
1.7 %
Atlantic Grupa
8.0
10.6
16.4
17.2
18.4
0.6 %
0.8 %
1.1 %
1.3 %
1.3 %
Rauch
5.5
9.5
13.0
13.7
16.7
0.4 %
0.7 %
0.9 %
1.0 %
1.2 %
Bivoda
7.0
8.2
9.2
11.1
13.6
0.6 %
0.6 %
0.6 %
0.8 %
1.0 %
3.5
5.4
8.7
11.6
0.3 %
0.4 %
0.6 %
0.8 %
2.3
6.7
9.9
0.2 %
0.5 %
0.7 %
Total
Minaqua
Bahus
Planinka
Agrokor
Nestle
Swisslion
18.6
14.8
12.4
9.3
9.1
1.5 %
1.1 %
0.9 %
0.7 %
0.7 %
25.8
21.6
14.7
9.7
7.5
2.1 %
1.6 %
1.0 %
0.7 %
0.6 %
2.9
5.2
7.8
9.4
7.0
0.2 %
0.4 %
0.5 %
0.7 %
0.5 %
16.2
13.0
8.3
7.7
5.9
1.3 %
0.9 %
0.6 %
0.6 %
0.4 %
Naftagaz
4.8
7.1
6.9
4.2
5.4
0.4 %
0.5 %
0.5 %
0.3 %
0.4 %
Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
0.6 %
0.5 %
0.4 %
0.3 %
0.4 %
Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.4 %
0.3 %
0.3 %
0.3 %
0.3 %
Duga Fruit
6.1
4.3
3.5
3.6
3.7
0.5 %
0.3 %
0.2 %
0.3 %
0.3 %
IB Team
Bip Belgrade

Agroekonomik
Metro
2.4
23.7
19.6
13.8
3.9
2.0
0.9
0.8
1.7
2.0
PDF Editor
0.2 %
1.9 %
1.4 %
1.0 %
0.3 %
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Red Bull Trading
0.8
1.2
1.6
1.3
1.5
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
Vitaminka
0.6
1.0
1.1
1.0
0.9
0.0 %
0.1 %
0.1 %
0.1 %
0.1 %
0.4
0.4
0.0 %
0.0 %
0.2
0.2
0.2
0.0 %
0.0 %
0.0 %
Unilever
Carlsberg Group
Pivovarna Lasko
0.2
0.2
0.3
0.3
0.2
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Pfanner
0.3
0.3
0.2
0.2
0.1
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Kendy
0.3
0.2
0.2
0.1
0.1
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Rubin
0.5
0.3
0.4
0.1
0.1
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Mercator
0.0
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Parksystem
0.1
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
1.6
0.0
0.1 %
0.0 %
4.8 %
4.6 %
A-BInBev
A&P
0.0
0.0 %
Bambi
2.8
2.5
Frupi B&H
0.1
0.0
Heba
43.4
InBev
0.2 %
0.2 %
0.0
0.0 %
0.0 %
0.0 %
41.8
39.4
3.5 %
3.0 %
2.7 %
5.9
4.4
2.3
0.5 %
0.3 %
0.2 %
Jagodinska Pivara
0.1
0.2
0.1
0.0 %
0.0 %
0.0 %
Meridjian
1.8
0.8
0.4
0.1 %
0.1 %
0.0 %
Mivela
3.3
3.2
2.9
0.3 %
0.2 %
0.2 %
Multivita
2.5
3.0
0.2 %
0.2 %
Navip Zemun
0.0
0.0 %
Novosadska Mlekara
0.1
0.0 %
Pivara Nis
0.2
Rada, Montenegro
0.1
Others
54.9
0.3
0.4
0.0 %
0.0 %
0.0 %
3.9 %
3.5 %
0.0 %
54.4
PDF Editor
51.1
65.7
63.1
4.4 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
1250.1
1381.5
1444.1
1369.2
1368.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
IBP
188.0
224.1
237.8
237.5
244.1
15.0 %
16.2 %
16.5 %
17.3 %
17.8 %
Knjaz Milos
185.8
198.4
190.1
174.1
171.9
14.9 %
14.4 %
13.2 %
12.7 %
12.6 %
Voda Vrnjci
69.4
92.8
100.1
116.7
134.9
5.6 %
6.7 %
6.9 %
8.5 %
9.9 %
125.4
139.6
134.7
109.2
114.8
10.0 %
10.1 %
9.3 %
8.0 %
8.4 %
A&P
66.3
72.3
87.7
66.9
71.4
5.3 %
5.2 %
6.1 %
4.9 %
5.2 %
Rodic
105.3
103.0
98.1
86.5
67.5
8.4 %
7.5 %
6.8 %
6.3 %
4.9 %
Vlasinka
31.9
41.8
46.8
50.2
58.7
2.6 %
3.0 %
3.2 %
3.7 %
4.3 %
Fruvita
32.0
42.0
49.6
64.0
55.9
2.6 %
3.0 %
3.4 %
4.7 %
4.1 %
Nectar
64.4
70.3
84.9
60.8
53.7
5.1 %
5.1 %
5.9 %
4.4 %
3.9 %
Vino Zupa
19.2
33.8
47.1
52.3
42.2
1.5 %
2.4 %
3.3 %
3.8 %
3.1 %
Heba
43.4
41.8
39.4
35.8
34.8
3.5 %
3.0 %
2.7 %
2.6 %
2.5 %
Fresh & Co
30.2
29.8
36.1
32.4
30.1
2.4 %
2.2 %
2.5 %
2.4 %
2.2 %
Palanacki Kiseljack
23.1
24.5
27.3
24.7
29.2
1.8 %
1.8 %
1.9 %
1.8 %
2.1 %
Total
Minaqua

Planinka
Rauch
28.1
2.1 %
23.6
24.8
23.5
22.7
23.4
1.9 %
1.8 %
1.6 %
1.7 %
1.7 %
5.5
9.5
13.0
13.7
18.0
0.4 %
0.7 %
0.9 %
1.0 %
1.3 %
14.2
14.9
1.0 %
1.1 %
Bahus
Cedevita
8.0
10.6
13.3
14.3
14.3
0.6 %
0.8 %
0.9 %
1.0 %
1.0 %
Bivoda
7.0
8.2
9.2
11.1
13.6
0.6 %
0.6 %
0.6 %
0.8 %
1.0 %
2.4
7.9
12.0
0.2 %
0.6 %
0.9 %
CCHBC
Swisslion Takovo
14.8
14.8
12.4
9.3
9.1
1.2 %
1.1 %
0.9 %
0.7 %
0.7 %
IB Team
2.9
6.0
8.7
11.2
9.1
0.2 %
0.4 %
0.6 %
0.8 %
0.7 %
Duga Fruit
6.1
8.0
7.0
7.8
8.1
0.5 %
0.6 %
0.5 %
0.6 %
0.6 %
Voda Voda
25.8
21.6
14.7
9.7
7.5
2.1 %
1.6 %
1.0 %
0.7 %
0.6 %
3.5
5.4
5.9
7.0
0.3 %
0.4 %
0.4 %
0.5 %
21.9
19.5
15.5
7.7
5.9
1.8 %
1.4 %
1.1 %
0.6 %
0.4 %
Naftagaz
4.8
7.1
6.9
4.2
5.4
0.4 %
0.5 %
0.5 %
0.3 %
0.4 %
Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
0.6 %
0.5 %
0.4 %
0.3 %
0.4 %
Mivela
3.3
3.2
2.9
2.8
4.7
0.3 %
0.2 %
0.2 %
0.2 %
0.3 %
Multivita
2.5
3.0
3.1
2.9
4.1
0.2 %
0.2 %
0.2 %
0.2 %
0.3 %
Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.4 %
0.3 %
0.3 %
0.3 %
0.3 %
Jamnica
Bip Belgrade
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Agroekonomik
23.7
19.6
13.8
3.9
2.0
1.9 %
1.4 %
1.0 %
0.3 %
0.1 %
Si & Si (Sinalco)
31.2
35.3
47.7
33.9
1.7
2.5 %
2.6 %
3.3 %
2.5 %
0.1 %
Red Bull Trading
0.8
1.2
1.3
0.9
1.2
0.1 %
0.1 %
0.1 %
0.1 %
0.1 %
Vitaminka
0.6
1.0
1.1
1.0
0.9
0.0 %
0.1 %
0.1 %
0.1 %
0.1 %
0.2
0.2
0.2
0.0 %
0.0 %
0.0 %
Carlsberg Serbia
Pivovarna Union
0.1
0.2
0.2
0.2
0.2
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Pfanner
0.3
0.3
0.2
0.2
0.1
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Kendy
0.3
0.2
0.2
0.1
0.1
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Rubin
0.5
0.3
0.4
0.1
0.1
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Fructal
0.1
0.1
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Pivara Vrsac
0.1
0.0
0.0
0.0
0.0
0.0 %
0.0 %
0.0 %
0.0 %
0.0 %
Apatinska Pivara
5.9
4.4
2.3
1.6
0.0
0.5 %
0.3 %
0.2 %
0.1 %
0.0 %
Bambi
2.8
2.5
0.2 %
0.2 %
Frupi B&H
0.1
0.0
0.0
0.0 %
0.0 %
0.0 %
Jagodinska Pivara
0.1
0.1
0.1
0.0 %
0.0 %
0.0 %
Meridjian
1.8
0.8
0.4
0.1 %
0.1 %
0.0 %
Navip Zemun
0.0
0.0 %
Novosadska Mlekara
0.1
0.0 %
Pivara Nis
0.2
0.0 %
0.0 %
Rada, Montenegro
0.1
0.0 %
Swisslion Miloduh
3.8
0.3 %
3.7 %
3.3 %
4.5 %
4.3 %
Others
54.9
0.3
0.4
50.7
47.7
0.0 %
61.8
58.8
4.4 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
528.7
588.7
579.5
567.1
576.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
160.1
170.9
163.3
149.8
142.4
30.3 %
29.0 %
28.2 %
26.4 %
24.7 %
Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
Voda Vrnjci
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
Coca-Cola
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
35.8
34.8
6.3 %
6.0 %
Nectar
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Planinka
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
Rodic
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
Bivoda
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
2.0
3.0
6.0
8.0
0.3 %
0.5 %
1.1 %
1.4 %
25.8
21.6
14.7
9.7
7.5
4.9 %
3.7 %
2.5 %
1.7 %
1.3 %
Naftagaz
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
Bip Belgrade
2.1
2.3
2.2
1.9
0.1
0.4 %
0.4 %
0.4 %
0.3 %
0.0 %
Bambi
2.8
2.5
0.5 %
0.4 %
Rada, Montenegro
0.1
Mivela
3.3
3.2
2.9
0.6 %
0.5 %
0.5 %
Heba
40.4
40.2
38.6
7.6 %
6.8 %
6.7 %
Others
10.5
14.5
17.6
2.0 %
2.5 %
3.0 %
5.4 %
4.3 %
Droga Kolinska
Agrokor
0.0 %
30.6
25.0
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
528.7
588.7
579.5
567.1
576.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
160.1
170.9
163.3
149.8
142.4
30.3 %
29.0 %
28.2 %
26.4 %
24.7 %
Minaqua
119.2
131.8
128.4
107.3
113.0
22.5 %
22.4 %
22.2 %
18.9 %
19.6 %
Voda Vrnjci
56.8
78.6
82.7
101.8
108.4
10.7 %
13.3 %
14.3 %
18.0 %
18.8 %
Vlasinka
31.9
41.8
46.8
50.2
58.7
6.0 %
7.1 %
8.1 %
8.9 %
10.2 %
Heba
40.4
40.2
38.6
35.8
34.8
7.6 %
6.8 %
6.7 %
6.3 %
6.0 %
Planinka
23.6
24.8
23.5
22.7
23.4
4.5 %
4.2 %
4.1 %
4.0 %
4.1 %
Rodic
16.9
18.1
18.7
17.8
18.6
3.2 %
3.1 %
3.2 %
3.1 %
3.2 %
Bivoda
7.0
8.2
9.2
11.1
13.6
1.3 %
1.4 %
1.6 %
1.9 %
2.4 %
Palanacki Kiseljack
11.3
10.8
10.6
9.4
8.9
2.1 %
1.8 %
1.8 %
1.7 %
1.5 %
Voda Voda
25.8
21.6
14.7
9.7
7.5
4.9 %
3.7 %
2.5 %
1.7 %
1.3 %
Naftagaz
4.8
7.1
6.9
4.2
5.4
0.9 %
1.2 %
1.2 %
0.7 %
0.9 %
Vrnjacko Vrelo
7.6
6.2
6.1
4.7
5.2
1.4 %
1.1 %
1.0 %
0.8 %
0.9 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Mivela
3.3
3.2
2.9
2.8
4.7
0.6 %
0.5 %
0.5 %
0.5 %
0.8 %
Vujic Voda
4.6
4.1
4.2
4.1
3.9
0.9 %
0.7 %
0.7 %
0.7 %
0.7 %
2.0
3.0
3.2
3.3
0.3 %
0.5 %
0.6 %
0.6 %
2.2
1.9
0.1
0.4 %
0.4 %
0.4 %
0.3 %
0.0 %
0.5 %
0.4 %
3.0 %
5.4 %
4.3 %
Jamnica
Bip Belgrade
2.1
2.3
Bambi
2.8
2.5
Rada, Montenegro
0.1
Others
10.5
0.0 %
14.5
17.6
30.6
25.0
2.0 %
2.5 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
15.1
19.2
26.7
27.6
33.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
0.5
2.5
8.1
12.9
16.3
3.2 %
13.2 %
30.5 %
46.7 %
48.2 %
La Fantana
4.0
10.8
12.5
11.0
14.1
26.5 %
56.1 %
46.9 %
39.9 %
41.7 %
Ekofarm
4.3
2.5
2.6
1.1
1.2
28.2 %
13.2 %
9.8 %
4.0 %
3.6 %
1.7
1.1
6.0 %
3.3 %
Total
Nectar
Vrnjacko Vrelo
0.0
0.4
0.6
0.7
0.2
0.3
0.2 %
1.5 %
2.3 %
2.1 %
5.5 %
4.7 %
3.5 %
0.9 %
1.0 %
0.3 %
0.2 %
Zdrava Voda
0.8
0.9
0.9
Heba
1.7
2.0
2.0
10.9 %
10.2 %
7.4 %
3.4
0.3
0.0
22.3 %
1.6 %
0.0 %
Others
0.5
0.2
0.1
3.4 %
0.9 %
0.5 %
0.1
0.1
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
15.1
19.2
26.7
27.6
33.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
0.5
2.5
8.1
12.9
16.3
3.2 %
13.2 %
30.5 %
46.7 %
48.2 %
La Fantana
4.0
10.8
12.5
11.0
14.1
26.5 %
56.1 %
46.9 %
39.9 %
41.7 %
Heba
1.7
2.0
2.0
1.7
1.1
10.9 %
10.2 %
7.4 %
6.0 %
3.3 %
0.0
0.4
0.6
0.7
0.2 %
1.5 %
2.3 %
2.1 %
1.0
1.0
0.4
0.5
5.3 %
3.9 %
1.6 %
1.4 %
Total
Vrnjacko Vrelo
Strategic Trade
Distribution
and
1.7
PDF Editor
11.3 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Zdrava Voda
0.8
0.9
0.9
0.2
0.3
5.5 %
4.7 %
3.5 %
0.9 %
1.0 %
Voda Voda
3.4
0.3
0.0
22.3 %
1.6 %
0.0 %
Others
3.1
1.7
1.7
20.3 %
8.8 %
6.3 %
2.7 %
2.3 %
0.7
0.8
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
418.8
454.0
487.1
435.7
444.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Coca-Cola
188.0
223.8
237.5
237.0
244.1
44.9 %
49.3 %
48.7 %
54.4 %
54.9 %
PepsiCo
66.2
71.8
87.0
66.0
70.0
15.8 %
15.8 %
17.9 %
15.1 %
15.7 %
Rodic
69.8
65.7
60.0
54.6
34.1
16.7 %
14.5 %
12.3 %
12.5 %
7.7 %
Sinalco
30.6
33.9
46.1
32.2
28.1
7.3 %
7.5 %
9.5 %
7.4 %
6.3 %
Droga Kolinska
11.8
13.7
16.7
15.4
20.3
2.8 %
3.0 %
3.4 %
3.5 %
4.6 %
Voda Vrnjci
12.2
13.5
16.6
14.4
14.8
2.9 %
3.0 %
3.4 %
3.3 %
3.3 %
Bahus
10.6
Knjaz Milos
4.4
6.8
6.4
5.7
10.4
2.4 %
1.1 %
1.5 %
1.3 %
1.3 %
1.1
2.3 %
0.2 %
Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
Bip Belgrade
3.7
2.4
1.6
0.6
0.4
0.9 %
0.5 %
0.3 %
0.1 %
0.1 %
1.6
0.0
0.4 %
0.0 %
1.7 %
2.2 %
A-BInBev
InBev
4.3
4.2
2.2
1.0 %
0.9 %
0.4 %
Heba
3.1
1.6
0.7
0.7 %
0.4 %
0.2 %
0.1
0.1
0.0 %
0.0 %
Jagodinska Pivara
A&P
0.0
Meridjian
0.3
0.1
20.4
10.8
Others
0.0 %
8.3
7.3
PDF Editor
9.8
0.1 %
0.0 %
4.9 %
2.4 %
1.7 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
418.8
454.0
487.1
435.7
444.4
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
IBP
188.0
223.8
237.5
237.0
244.1
44.9 %
49.3 %
48.7 %
54.4 %
54.9 %
A&P
66.2
71.8
87.0
66.0
70.0
15.8 %
15.8 %
17.9 %
15.1 %
15.7 %
Rodic
69.8
65.7
60.0
54.6
34.1
16.7 %
14.5 %
12.3 %
12.5 %
7.7 %
28.1
6.3 %
Voda Vrnjci
12.2
13.6
16.7
14.4
26.5
2.9 %
3.0 %
3.4 %
3.3 %
6.0 %
Palanacki Kiseljack
11.8
13.7
16.7
15.4
20.3
2.8 %
3.0 %
3.4 %
3.5 %
4.6 %
Knjaz Milos
4.4
6.8
6.4
5.7
10.4
1.1 %
1.5 %
1.3 %
1.3 %
2.3 %
Minaqua
4.0
5.5
3.9
1.0
0.9
1.0 %
1.2 %
0.8 %
0.2 %
0.2 %
Bip Belgrade
3.7
2.4
1.6
0.6
0.4
0.9 %
0.5 %
0.3 %
0.1 %
0.1 %
Apatinska Pivara
4.3
4.2
2.2
1.6
0.0
1.0 %
0.9 %
0.4 %
0.4 %
0.0 %
Si & Si (Sinalco)
30.6
33.9
46.1
32.2
7.3 %
7.5 %
9.5 %
7.4 %
Heba
3.1
1.6
0.7
0.7 %
0.4 %
0.2 %
Meridjian
0.3
0.1
0.1 %
0.0 %
20.4
10.8
4.9 %
2.4 %
Others
8.3
7.3
9.8
1.7 %
1.7 %
2.2 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Coca-Cola
5.9
8.3
7.9
7.9
7.5
21.1 %
27.6 %
25.2 %
29.4 %
29.0 %
Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
Total
Rauch
Swisslion
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
Fruvita
0.8
0.3
1.3
1.4
1.4
2.9 %
1.0 %
4.2 %
5.2 %
5.4 %
Vino Zupa
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
Duga Fruit
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
IB Team
0.3
0.3
0.7
0.8
1.0 %
1.1 %
2.6 %
2.9 %
1.0
1.0
0.9
0.6
3.2 %
3.3 %
3.4 %
2.2 %
0.0
0.0
0.1 %
0.1 %
0.1
0.0
0.4 %
0.0 %
Knjaz Milos
1.3
Metro
Agroekonomik
3.7
2.6
1.1
Bip Belgrade
0.5
0.3
0.1
PDF Editor
4.6 %
13.4 %
8.7 %
3.5 %
1.6 %
0.9 %
0.3 %
Million Litres
2006
2007
2008
Meridjian
0.2
0.1
0.0
Others
1.4
1.4
2.8
% Share
2009
2.7
2010
2.6
2006
2007
2008
0.7 %
0.2 %
0.1 %
5.1 %
4.7 %
9.1 %
2009
2010
10.0 %
10.1 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
27.9
30.3
31.1
26.8
25.8
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Fresh & Co
5.9
8.1
7.5
7.5
7.5
21.1 %
26.6 %
24.1 %
27.9 %
29.0 %
Nectar
9.5
11.9
12.9
7.9
7.5
33.9 %
39.3 %
41.4 %
29.5 %
29.0 %
1.0
1.2
1.5
1.6
3.4 %
3.8 %
5.7 %
6.2 %
Total
Rauch
Swisslion Takovo
2.1
1.3
1.1
1.3
1.5
7.6 %
4.2 %
3.5 %
4.8 %
5.7 %
Fruvita
0.8
0.3
1.3
1.4
1.4
2.9 %
1.0 %
4.2 %
5.2 %
5.4 %
Vino Zupa
2.5
1.5
1.2
1.1
1.3
9.0 %
4.8 %
3.7 %
4.3 %
5.0 %
Duga Fruit
0.4
0.2
1.2
1.2
1.2 %
0.6 %
4.6 %
4.5 %
IB Team
0.3
0.4
0.9
0.9
1.0 %
1.4 %
3.2 %
3.6 %
Knjaz Milos
1.3
1.0
1.0
0.9
0.6
4.6 %
3.2 %
3.3 %
3.4 %
2.2 %
Agroekonomik
3.7
2.6
1.1
0.1
0.0
13.4 %
8.7 %
3.5 %
0.4 %
0.0 %
0.3
0.3
0.4
0.0
0.9 %
1.1 %
1.6 %
0.0 %
9.6 %
9.5 %
IBP
Bip Belgrade
0.5
0.3
0.1
1.6 %
0.9 %
0.3 %
Meridjian
0.2
0.1
0.0
0.7 %
0.2 %
0.1 %
Others
1.4
1.4
2.7
5.1 %
4.7 %
8.7 %
2.6
2.4
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Nectar
40.1
43.5
54.2
42.4
40.0
27.9 %
28.8 %
31.6 %
26.6 %
29.1 %
Vino Zupa
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
8.6
12.1
14.0
29.0
25.4
6.0 %
8.0 %
8.1 %
18.2 %
18.4 %
24.3
9.4
9.9
10.0
9.8
16.9 %
6.2 %
5.8 %
6.2 %
7.1 %
IB Team
2.9
4.9
7.4
8.7
6.2
2.0 %
3.2 %
4.3 %
5.4 %
4.5 %
Swisslion
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
Fruvita
Coca-Cola
PDF Editor
Million Litres
Duga Fruit
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
6.1
3.7
3.0
2.4
2.5
4.3 %
2.5 %
1.8 %
1.5 %
1.8 %
1.3
3.2
2.6
2.4
0.9 %
1.9 %
1.6 %
1.8 %
Rauch
Knjaz Milos
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
Agroekonomik
19.9
16.3
11.9
3.0
2.0
13.9 %
10.8 %
6.9 %
1.9 %
1.5 %
0.9
0.8
1.7
2.0
0.6 %
0.5 %
1.1 %
1.4 %
3.0 %
3.6 %
Metro
Bip Belgrade
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
Meridjian
1.2
0.7
0.4
0.9 %
0.4 %
0.2 %
Others
1.5
5.0
4.3
1.0 %
3.3 %
2.5 %
4.7
4.9
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
143.4
150.8
171.5
159.5
137.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Nectar
40.1
43.5
54.2
42.4
40.0
27.9 %
28.8 %
31.6 %
26.6 %
29.1 %
Vino Zupa
15.3
31.5
45.2
48.7
37.5
10.7 %
20.9 %
26.3 %
30.5 %
27.2 %
8.6
12.1
14.0
29.0
25.4
6.0 %
8.0 %
8.1 %
18.2 %
18.4 %
24.3
9.4
9.9
10.0
9.8
16.9 %
6.2 %
5.8 %
6.2 %
7.1 %
IB Team
2.9
5.7
8.3
10.4
8.2
2.0 %
3.8 %
4.8 %
6.5 %
5.9 %
Duga Fruit
6.1
7.4
6.6
6.6
7.0
4.3 %
4.9 %
3.8 %
4.2 %
5.1 %
12.7
10.9
8.3
3.8
2.7
8.8 %
7.2 %
4.8 %
2.4 %
2.0 %
1.3
3.2
2.6
2.4
0.9 %
1.9 %
1.6 %
1.8 %
Fruvita
Fresh & Co
Swisslion Takovo
Rauch
Knjaz Milos
10.2
10.2
8.5
2.5
2.1
7.1 %
6.8 %
5.0 %
1.6 %
1.6 %
Agroekonomik
19.9
16.3
11.9
3.0
2.0
13.9 %
10.8 %
6.9 %
1.9 %
1.5 %
Bip Belgrade
0.7
0.5
0.4
0.5 %
0.4 %
0.3 %
Meridjian
1.2
0.7
0.4
0.9 %
0.4 %
0.2 %
Others
1.5
1.2
0.7
1.0 %
0.8 %
0.4 %
0.3 %
0.4 %
PDF Editor
0.5
0.5
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
79.1
99.0
108.3
107.9
102.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Fruvita
22.0
28.8
33.3
32.5
28.2
27.8 %
29.0 %
30.8 %
30.1 %
27.6 %
Bahus
5.8
6.5
7.2
14.2
14.9
7.3 %
6.6 %
6.6 %
13.2 %
14.6 %
12.2
18.7
15.0
12.9
12.3 %
17.3 %
13.9 %
12.6 %
Coca-Cola
Rauch
4.5
5.8
6.8
7.7
11.0
5.7 %
5.9 %
6.3 %
7.1 %
10.7 %
Knjaz Milos
3.6
1.2
1.9
7.0
8.7
4.6 %
1.2 %
1.8 %
6.4 %
8.6 %
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
1.2
2.6
1.1 %
2.5 %
Rodic
Vino Zupa
Minaqua
1.4
2.2
Agrokor
2.3
2.4
0.9
0.9
0.8
1.0
0.8
0.8
1.3 %
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
0.8 %
0.9 %
0.8 %
0.8 %
Nectar
8.4
6.8
9.4
4.4
0.1
10.6 %
6.8 %
8.7 %
4.0 %
0.1 %
Bip Belgrade
5.3
4.5
1.7
1.6
0.0
6.7 %
4.6 %
1.6 %
1.5 %
0.0 %
Voda Vrnjci
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
0.6
0.8
0.7
0.0
0.6 %
0.7 %
0.6 %
0.0 %
12.7 %
12.6 %
Agroekonomik
Meridjian
0.0
Duga Fruit
0.0
0.2
0.0 %
0.2
Swisslion
0.4
0.4 %
Novosadska Mlekara
0.1
0.1 %
Others
13.4
15.3
10.6
13.7
12.8
16.9 %
0.0 %
0.2 %
0.2 %
15.4 %
9.8 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
79.1
99.0
108.3
107.9
102.0
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Fruvita
22.0
28.8
33.3
32.5
28.2
27.8 %
29.0 %
30.8 %
30.1 %
27.6 %
14.2
14.9
13.2 %
14.6 %
Bahus
Fresh & Co
12.2
18.7
15.0
12.9
12.3 %
17.3 %
13.9 %
12.6 %
Rauch
4.5
5.8
6.8
7.7
12.3
5.7 %
5.9 %
6.3 %
7.1 %
12.1 %
Knjaz Milos
3.6
1.2
1.9
7.0
8.7
4.6 %
1.2 %
1.8 %
6.4 %
8.6 %
13.2
13.4
13.4
7.7
7.7
16.6 %
13.5 %
12.4 %
7.1 %
7.5 %
1.2
2.6
1.1 %
2.5 %
Rodic
Vino Zupa
PDF Editor
Million Litres
Minaqua
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
2.2
2.3
2.4
0.9
0.9
2.7 %
2.3 %
2.2 %
0.9 %
0.9 %
0.8
1.0
0.8
0.8
0.8 %
0.9 %
0.8 %
0.8 %
6.8
9.4
4.4
0.1
6.8 %
8.7 %
4.0 %
0.1 %
0.6
0.8
0.7
0.0
0.6 %
0.7 %
0.6 %
0.0 %
Jamnica
Nectar
% Share
8.4
Agroekonomik
10.6 %
Bip Belgrade
11.1
11.0
8.9
1.6
0.0
14.0 %
11.1 %
8.2 %
1.5 %
0.0 %
Voda Vrnjci
0.4
0.7
0.7
0.5
0.0
0.5 %
0.7 %
0.6 %
0.5 %
0.0 %
0.2
0.2
0.2 %
0.2 %
12.7 %
12.6 %
Duga Fruit
Swisslion Miloduh
0.4
0.4 %
Novosadska Mlekara
0.1
0.1 %
Meridjian
0.0
0.0
13.4
15.3
Others
10.6
13.7
12.8
0.0 %
0.0 %
16.9 %
15.4 %
9.8 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
24.7
25.4
26.0
26.1
29.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Rodic
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
Bip Belgrade
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
Swisslion
3.5
2.7
3.1
4.2
5.0
14.1 %
10.5 %
11.8 %
16.2 %
16.8 %
Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
Vino Zupa
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
Rubin
0.5
0.3
0.4
0.1
0.1
2.1 %
1.4 %
1.4 %
0.4 %
0.2 %
Pivara Nis
0.2
0.3
0.4
0.7 %
1.3 %
1.3 %
Jagodinska Pivara
0.1
0.1
0.1
0.6 %
0.5 %
0.3 %
Navip Zemun
0.0
Others
6.3
28.6 %
28.0 %
24.7 %
24.3 %
0.1 %
7.2
PDF Editor
7.3
6.4
7.2
25.3 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
24.7
25.3
26.0
26.1
29.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Rodic
4.6
5.2
5.8
6.0
6.8
18.5 %
20.4 %
22.1 %
23.0 %
22.9 %
Bip Belgrade
3.9
3.0
2.3
3.6
5.4
15.8 %
11.7 %
8.7 %
13.7 %
18.3 %
2.7
3.1
4.2
5.0
10.5 %
11.8 %
16.2 %
16.8 %
Swisslion Takovo
Nectar
4.3
5.8
6.2
4.6
4.4
17.3 %
22.9 %
23.9 %
17.5 %
15.1 %
Vino Zupa
1.4
0.7
0.6
1.2
0.7
5.5 %
2.8 %
2.4 %
4.4 %
2.4 %
Rubin
0.5
0.3
0.4
0.1
0.1
2.1 %
1.4 %
1.4 %
0.4 %
0.2 %
Jagodinska Pivara
0.1
0.1
0.1
0.6 %
0.5 %
0.3 %
Swisslion Miloduh
3.5
Pivara Nis
0.2
1.3 %
1.3 %
Navip Zemun
0.0
Others
6.3
28.6 %
28.0 %
24.7 %
24.3 %
14.1 %
0.3
0.4
0.7 %
0.1 %
7.2
7.3
6.4
7.2
25.3 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
11.4
14.9
17.8
18.3
19.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Atlantic Grupa
8.0
10.6
16.4
17.2
18.4
70.3 %
71.1 %
92.6 %
93.8 %
94.5 %
Vitaminka
0.6
1.0
1.1
1.0
0.9
5.1 %
6.9 %
6.1 %
5.6 %
4.8 %
Kendy
0.3
0.2
0.2
0.1
0.1
2.2 %
1.5 %
1.2 %
0.6 %
0.5 %
Multivita
2.5
3.0
22.1 %
20.4 %
Others
0.0
0.0
0.3 %
0.1 %
0.1 %
0.0 %
0.2 %
Total
0.0
0.0
0.0
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
11.4
14.9
17.8
18.3
19.5
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Cedevita
8.0
10.6
13.3
14.3
14.3
70.3 %
71.1 %
75.0 %
77.8 %
73.5 %
Multivita
2.5
3.0
3.1
2.9
4.1
22.1 %
20.4 %
17.6 %
15.9 %
21.0 %
Vitaminka
0.6
1.0
1.1
1.0
0.9
5.1 %
6.9 %
6.1 %
5.6 %
4.8 %
Kendy
0.3
0.2
0.2
0.1
0.1
2.2 %
1.5 %
1.2 %
0.6 %
0.5 %
Total
PDF Editor
Million Litres
Others
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
0.0
0.0
0.0
0.0
0.0
0.3 %
0.1 %
0.1 %
0.0 %
0.2 %
Million Litres
Total
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
0.7
1.4
1.8
2.8
9.8 %
13.7 %
12.1 %
14.6 %
Nestle
Agrokor
Rauch
0.9
1.2
1.8
1.9
1.7
13.7 %
17.6 %
17.6 %
12.6 %
8.8 %
Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
Fruvita
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
0.4
0.4
2.6 %
2.3 %
Knjaz Milos
Unilever
Rodic
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
Vino Zupa
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
Pivovarna Lasko
0.1
0.2
0.2
0.2
0.1
2.1 %
2.1 %
2.4 %
1.4 %
0.7 %
Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
Mercator
0.0
0.0
0.0
0.0
0.0
0.1 %
0.1 %
0.1 %
0.2 %
0.2 %
0.0
0.0
0.0
0.0
0.6 %
0.4 %
0.3 %
0.0 %
0.0
0.0
0.0 %
0.0 %
Agroekonomik
A-BInBev
Frupi B&H
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
InBev
1.7
0.3
0.1
24.6 %
3.8 %
1.1 %
Coca-Cola
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
Others
0.3
0.6
3.7 %
3.1 %
Million Litres
Total
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
6.7
7.1
10.1
14.6
18.9
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
2.3
6.7
9.9
22.5 %
46.0 %
52.1 %
0.7
1.4
1.8
2.8
9.8 %
13.7 %
12.1 %
14.6 %
1.2
1.8
1.9
1.7
17.6 %
17.6 %
12.6 %
8.8 %
CCHBC
Jamnica
Rauch
% Share
0.9
PDF Editor
13.7 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Nectar
1.8
2.0
1.9
1.3
1.4
27.6 %
27.8 %
18.8 %
8.5 %
7.1 %
Fruvita
0.6
0.8
1.0
1.2
1.0
8.7 %
11.6 %
10.1 %
8.0 %
5.1 %
0.7
0.7
0.4
0.4
9.2 %
7.4 %
2.8 %
2.3 %
0.4
0.4
2.6 %
2.3 %
Knjaz Milos
A&P
Rodic
0.9
0.6
0.2
0.5
0.4
12.7 %
8.2 %
2.4 %
3.3 %
2.1 %
Vino Zupa
0.0
0.1
0.1
0.1
0.2
0.6 %
1.4 %
1.2 %
0.8 %
1.1 %
Pfanner
0.3
0.3
0.2
0.2
0.1
4.2 %
4.2 %
2.2 %
1.2 %
0.6 %
Pivovarna Union
0.1
0.1
0.2
0.2
0.1
1.2 %
1.4 %
2.0 %
1.2 %
0.6 %
Fructal
0.1
0.1
0.0
0.0
0.0
0.9 %
0.7 %
0.4 %
0.2 %
0.1 %
Apatinska Pivara
1.7
0.3
0.1
0.0
0.0
24.6 %
3.8 %
1.1 %
0.0 %
0.0 %
0.0
0.0
0.0
0.0
0.6 %
0.4 %
0.3 %
0.0 %
0.2 %
3.3 %
Agroekonomik
Frupi B&H
0.1
0.0
0.0
0.7 %
0.3 %
0.1 %
Fresh & Co
0.1
0.2
0.0
1.2 %
3.3 %
0.1 %
Others
0.3
0.0
0.0
3.9 %
0.1 %
0.1 %
0.0
0.6
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Rauch
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.1
0.1
0.1
0.1
0.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Rauch
0.1
0.1
0.1
0.0
0.0
62.5 %
60.0 %
56.1 %
40.0 %
35.2 %
Others
0.0
0.0
0.0
0.0
0.1
37.5 %
40.0 %
43.9 %
60.0 %
64.8 %
PDF Editor
Million Litres
Total
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
0.4
0.5
0.7
0.8
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
0.5
0.7
58.3 %
62.2 %
0.6
0.1
0.3
91.8 %
11.1 %
26.6 %
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
0.0
0.0
0.0
2.4 %
5.6 %
4.0 %
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
0.0
0.0
0.0
0.2 %
0.4 %
0.4 %
Knjaz Milos
PepsiCo
0.1
0.4
Agrokor
Pivovarna Lasko
0.0
0.1
Sinalco
Others
% Share
0.3
0.0
29.2 %
6.8 %
63.9 %
89.0 %
10.3 %
0.6 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
0.4
0.5
0.7
0.8
1.1
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
A&P
0.1
0.4
0.6
0.5
1.0
29.2 %
89.0 %
91.8 %
69.4 %
88.7 %
0.0
0.1
0.1
2.0 %
12.7 %
6.9 %
0.0
0.0
0.0
2.4 %
5.6 %
4.0 %
0.0
0.1
0.0
3.6 %
11.9 %
0.0 %
0.0
0.0
0.0
0.2 %
0.4 %
0.4 %
Jamnica
Pivovarna Union
0.0
0.1
Si & Si (Sinalco)
Others
0.3
0.0
6.8 %
63.9 %
10.3 %
0.6 %
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
0.2
1.1
2.2
1.5 %
9.1 %
16.6 %
Coca-Cola
Sinalco
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
Red Bull Trading
0.8
1.2
1.6
1.3
1.5
8.4 %
11.1 %
13.1 %
10.2 %
11.1 %
Nectar
0.4
0.4
0.3
0.2
0.2
4.3 %
3.9 %
2.2 %
1.9 %
1.8 %
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
Carlsberg Group
Parksystem
0.1
0.0
0.0
0.0
0.0
0.7 %
0.1 %
0.1 %
0.1 %
0.1 %
Others
0.9
0.1
0.1
0.1
0.1
10.1 %
0.8 %
0.4 %
0.7 %
0.8 %
PDF Editor
Million Litres
% Share
2006
2007
2008
2009
2010
2006
2007
2008
2009
2010
Total
8.9
10.8
12.0
12.4
13.2
100.0 %
100.0 %
100.0 %
100.0 %
100.0 %
Knjaz Milos
6.2
7.7
8.3
7.9
7.3
69.7 %
70.9 %
68.5 %
63.6 %
55.6 %
0.2
1.1
2.2
1.5 %
9.1 %
16.6 %
CCHBC
Si & Si (Sinalco)
0.6
1.4
1.6
1.6
1.7
6.7 %
13.1 %
12.9 %
13.0 %
12.5 %
Red Bull Trading
0.8
1.2
1.3
0.9
1.2
8.4 %
11.1 %
10.8 %
7.2 %
9.0 %
Nectar
0.4
0.4
0.3
0.2
0.2
4.3 %
3.9 %
2.2 %
1.9 %
1.8 %
0.2
0.2
0.2
1.2 %
1.5 %
1.5 %
Carlsberg Serbia
Pivara Vrsac
0.1
0.0
0.0
0.0
0.0
0.7 %
0.1 %
0.1 %
0.1 %
0.1 %
Others
0.9
0.1
0.3
0.5
0.4
10.1 %
0.8 %
2.7 %
3.8 %
2.9 %
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Canadean Ltd is the beverage information specialist with nearly 40 years of experience in the commercial
beverage markets. In September 2010 Canadean joined the Progressive Digital Media Group.
The key feature of our methodology is that we operate within a web of inter-dependent industries and
companies, which we research and service at the same time - see chart The Canadean Field of Research.
This focused, but wide-ranging view of the industry forms the basis of all our Services.
The data in our research represents total consumption (based on ex-factory sales minus exports and plus
imports) and covers both at home and away from home channels.
Our research is complementary to consumer and retail surveys - the latter fall outside our area of expertise.
The majority of our research is compiled by on-the-ground analysts who work for us on a regular basis and
have, in many cases, clocked up many years of experience in the industry.
We have an experienced team of editors and analysts with an international perspective whose main brief is to
ensure that the data is interrogated for consistency and integrity before it is released to clients.
Our research is built from brand data upward. This 'brick-by-brick' approach as well as the cross-fertilisation
with our other related services, ensures that our research has an internal logic which cross-checks from all
angles - from brand volume through to corporate volume, flavour segmentation, packaging splits and channel
distribution.
The companies featured in the company profiles and those whose brands are featured in the individual market
categories are selected through regular market observation (see also our Quarterly Beverage Tracker) based
on the size of their output and/or their dynamism.
Face-to-face interviews with the leading soft drinks producers, brewers, dairy, spirits and wine
producers
On-going dialogue with leading companies in allied industries
Quarterly monitoring of product offered in all trade channels in selected markets
Interviews with retailers and other distributors
Company information in the public domain
Trade press
Trade associations
Official production and trade statistics
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All our annual reports are held in Canadean's investigative multi-dimensional, attribute-based database,
Wisdom, available as a web-based service or as 3-dimensional excel cub files, offering unique advantages to
our clients, in particular:
A high degree of standardisation across all markets

The ability to view the data in a flexible way, rather than what has been predetermined in a report table
The ability to conduct investigative analysis of the data by single attribute leading to insights and
understanding
The ability to run calculations
The ability to access the database at different levels Wisdom Direct for everyday/infrequent use or
Wisdom Analytics for the experienced user requiring a greater level of data and analytical functionality
Our latest on-line subscription service, Interactive Intelligence, allows clients to access their pdf reports faster
and with greater flexibility. Powerful one click tools provide a range of unique features, including:
The ability to search across the full text of all reports subscribed to
The ability to select and copy presentation-ready tables and graphics
The ability to create bespoke reports by selecting and copying specific sections
Nine language translation tool
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Industrial Research
... our area of expertise
Retail & Consumer Research

... other research companies
Plastics
(Resin)
Producer
Glass
Producer
Can Maker
Steel/
Aluminium
Supplier
Pre-Form
Producer
Carton
Systems
Closure
Manufacturer
Manufacturer/
Filler
Cluster/
MultiPack
Supplier
Franchisor
Other
Ingredients
Flavour
Houses
Wholesale
Trader
Retail
Outlet
Consumer
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Brand: See Trademark Brand

Brand Owner: See Trademark Owner
Caffeine Indicator: indicates whether caffeine is present or not
Options are:
No caffeine
With caffeine
Calorie Rating: indicates relative calorie content
Options are:
Low
Regular
Carbonation Indicator: indicates level of carbonation
Options are:
Low
Regular
No Carbonation
Category: See Product Definitions for full definitions of all beverage categories
Soft Drinks (standard):
- Packaged Water
- Carbonates
- Juice
- Nectars
- Still Drinks
- Squash/Syrups
- Fruit Powders
- Iced/Rtd Tea
- Iced/Rtd Coffee
- Sports Drinks
- Energy Drinks
Soft Drinks (extended):
- Bulk/HOD Water
- White Milk
- Fermented Milk
- Drinking Yogurt
- Flavoured Milk
- Soymilk
- Other Liquid Dairy
- Condensed Milk
- Evaporated Milk
- Hot Coffee
- Hot Tea
Beer & Cider
- Beer
- Cider
- Sorghum Beer
Spirits (standard):
- Spirits exc FABs and Fortified Wine
Spirits (extended):
- FABs
- Fortified Wine
- Rice Wine
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- Sake
Wine
Distribution:
Off-premise
Volume sold for 'subsequent consumption' away from the place of purchase, comprising:
Modern Retail:
-
Large Modern: Supermarkets, hypermarkets, department stores (Karstadt): modern facilities, typically
with electronic tills, barcode scanning and multiple checkout
- Convenience: Stores such as 7-11, garage forecourts - typically small food stores with long opening
hours, often selling ready meals and fast food
- Discount: Hard discounter stores, such as Lidl and Aldi, where focus is on low pricing.
- Traditional Retail: Traditional food stores: mom & pop style, CTNs, delis, pharmacies/drugstores.
Street stalls and kiosks (not for immediate consumption).
- Specialist Beverage Retailer: Off-licences, liquor stores, specialist drinks shops.
- Home Delivery: On-line/telephone/mail order, deliveries to home address.
On-premise
Volume sold for immediate consumption at the place of purchase, comprising:
Vending: Automatic merchandising machines selling (usually) branded beverages.
QSR: Quick Service restaurants. Payment is made prior to consumption.
EDA Places: Eating, Drinking & Accommodation. Eating: establishments where beverage consumption is
generally an accompaniment to a meal. Payment is made after consumption. Drinking: establishments
primarily engaged in the sale of drinks for consumption on premise. Accommodation: establishments where
the primary function is to provide accommodation facilities.
Institutions: Workplaces, hospitals, nursing homes, schools, universities, prisons, military.
Other On-premise: Such as cinemas, street stalls and kiosks, travel and transport, leisure (including
gyms/health clubs etc) and events.
Flavour: The flavour hierarchy has been revised and simplified. Please see Product Definitions for an
explanation of the flavour hierarchy structure and flavour definitions.
Functional Indicator: is used to identify products which have been enriched for general or specific health
benefits, with an ingredient which has been isolated and added for that purpose. For a full explanation of
definition and examples see Product Definitions.
Options are:
Fortified
Nutraceutical
None
Geography: allows for selection either globally or by region or individual country.
Ingredients Base: This indicates the base of a product before the flavour is added. For example, a lemon
iced/rtd tea may be based on black tea rather than green tea. See Ingredients Base in Product Definitions for
examples.
Juice Content Band: typical of a product expressed as a percentage between 0-100%. Bands are:
=0%
> 00% <05%
>=05% <15%
>=15% <25%
>=25% <50%
>=50% <100%
=100%
Local Operator: is defined as the company who is locally responsible for the brand eg CCHBC is the local
operator (l/o) for the Coca-Cola brands in Greece.
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Local Product: identifies further groups of products within the main soft drinks categories which are peculiar
to a particular country. They are concept rather than flavour-based. Frequently, these are 'fusion' products
combining products from more than one non-alcoholic beverage category. See Local Product in Product
Definitions for examples.
Market Definition: is a second set of definitions which runs in parallel with existing Canadean ingredientsbased category definitions. It is a subjective market driven measure, based on the local market view of the
product and where it fits in the consumer picture. For a full explanation of definition see Product Definitions.
Options are:
Flavoured Water
Functional Water
Carbonates
Juice/juice Drinks
Smoothies
Fruit/vegetable Shots
Cereal/grain drinks
Herbal still drinks
Nut drinks
Squash/syrups
Fruit Powders
Iced/rtd Tea Drinks
Iced/rtd Coffee Drinks
Sports Drinks
Energy Drinks
Energy Shots
Anti-energy/relaxation drinks
NFC Indicator (Not From Concentrate: indicates whether a juice, nectar or still drinks beverage is made
from concentrated juice or not.
Options are:
Not from concentrate
From concentrate
Pack Material: is the principal material used to construct the pack See Packaging Definitions for definition
detail.
Options are:
Board
Cornstarch
Foil
Glass
HDPE
LDPE
Metal
Paper
PEN
PET
Polycarbonate
Polypropylene
Polystyrene
Porcelain
PVC
Unpackaged
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Pack Type: See Packaging Definitions for definition detail.

Options are:
Bag in Box
Barrel
Bottle
Box
Bubble Top
Can
Carton
Cup
Demijohn
Drum
Jar
Keg
Pouch
Sachet
Tank
Tub
Tube
Unpackaged
Pack Size: is a number representing the size of the pack given in centilitres or grams.
Pack Size Unit: This is the unit of measure which interprets a given pack size.
Options are:
cl
g
Physical State: This attribute further classifies a product and describes the physical state of a beverage.
Options are:
Not rtd
Rtd
Private Label Indicator: indicates whether a brand is a Private Label (distributors' own brand/retailers own
brand). A Private Label brand can carry either the retailers name(eg Tesco, Carrefour etc) or a pseudo brand
unique to the retail chain (eg Rio Doro brand in Aldi, Trendy in Plus etc).
Options are:
Branded
PL
Unbranded
Refillable Indicator : This indicates whether a pack is refillable or not.
Options are:
Refillable
Not Refillable
Shelf State (Soft Alto cube): This indicates how the beverage should be stored and by implication whether it
is long-life or short-life. Options are:
- Ambient: relates to products that are distributed and marketed via an ambient distribution chain. (Note:
these products may be placed in chillers at the point of sale, eg in convenience stores because
consumers prefer to purchase chilled beverages, but would not usually be perceived as needing to be
chilled)
- Chilled: relates to products that are distributed and sold via the chilled distribution chain. These products
will be marketed and positioned as chilled products and will usually be perceived by consumers as
requiring chilling (although this may or may not be technically necessary)
- Frozen: relates to products that are packed, distributed and marketed in a frozen state and would need
to be stored in a freezer
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Stability (Packaging cube): indicates whether the pack is short-life (for products with a shelf-life of 7 days or
15 days if ESL eg smoothies, freshly squeezed orange juice) or long-life. Note: Frozen is classed as long-life.
Options are:
Long-life
Short-life
Trademark Brand: Trademark brands are the word or words that are the property of an individual company.
For some of the larger companies such as Coca-Cola and PepsiCo the brands have been separated, for
example:
Pepsi Twist
Pepsi Max
Coca-Cola Lime
Coca-Cola Vanilla
Gatorade Xplosive
Gatorade Frost
Robinson Fruit Break
Schweppes Dry Citrus
Trademark/Brand Owner: is defined as the ultimate owner of the trademark brand eg Nestl is the trademark
or brand owner (t/m) of San Pellegrino brand.
Water Source: This indicates the type of water (usually officially accredited). Options are:
- Mineral Water: Packaged water from a named underground spring officially certified as mineral and
displaying the word mineral on its label. The category includes products which make specific therapeutic
claims. No processing is allowed other than filtration and injection with carbon dioxide. Must be bottled
on-site at the source
- Spring Water: Naturally occurring pure water derived from an underground source. Treatment may
include filtration and/or decantation, and the injection of carbon dioxide
- Table Water: Potable packaged water which may have been rendered potable by processing
Other Wisdom Terminology:
Not Applicable: refers to volume that is not applicable to the attribute based on Canadean definitions
Unbranded/generic: refers to product that does not carry a brand name and is not marketed. (Private Label
product is identified separately under the Private Label Indicator)
Unknown: refers to where forecast detail is not reported. It may also be used where, for example, it has not
been possible to identify a Brand Owner or Local Operator
Unspecified: refers to volume where attribute detail is not collected (eg where data is recorded at topline level
only)
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Packaged Water
Caveat: Category volumes may include an element of double counting where packaged water is used
to dilute squash/syrups or powdered drinks.
All potable water including water with or without added flavourings and minerals/vitamins, but without
sugar/sweeteners, sold in large containers of up to and including 10 litres.
Still Water
Non-carbonated unsweetened mineral, spring or table water, with or without added flavourings and vitamin/
mineral enhancement.
Carbonated Water
Carbonated unsweetened mineral, spring or table water, including low-carbonation waters, either naturally
carbonated or which have been rendered carbonated by the injection of carbon dioxide, including 'low
carbonation' waters. Includes carbonated water with and without added flavourings and vitamin/mineral
enhancement.
Water Source
Mineral Water: Packaged water from a named underground source officially certified as mineral and
displaying the word mineral on its label. The category includes products which make specific
therapeutic or medicinal claims. No processing or treatment is allowed other than filtration and the
introduction or reintroduction of carbon dioxide. The addition of extra minerals or vitamin
enhancements is not permitted. Must be bottled at source
Table Water: Potable packaged water which may have been rendered potable by processing. May
come from more than one source and may include tap water or be transported from the source to the
bottling plant. The addition of minerals and/or vitamin enhancements is permitted. (Note: In China and
in the Baltics, mineralised water ie table water with minerals added is sold as a cheaper alternative to
mineral water)
Spring Water: Naturally occurring pure water derived from a single underground water table or
deposit. Treatment may include filtration and/or decantation, and the injection of carbon dioxide. Water
labelled as spring water must be bottled at source. In the UK spring water can only be tankered to the
bottling plant if this was the practice before 23 November 1996; the right to tanker is linked to the
spring not to the bottler. The addition of minerals and/or vitamin enhancements is not permitted
Flavoured Water
Packaged water which has been flavoured by the addition of essences and/or aromatic substances but which
does not contain sweetening agents (flavoured sweetened waters are included in carbonates if carbonated
and in still drinks if non-carbonated).
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Bulk/HOD Water
Caveat: Category volumes may include an element of double counting as bulk/HOD water is
sometimes used in the preparation of hot beverages, most typically tea. While the boiling of water for
tea may be expected to render the water safe there are markets where there can be especially bad
contamination (either of taste or by chemicals) which drives consumers to use bulk water or even
packaged water. This is most marked in countries where tea is particularly delicate (eg Turkey, China,
Japan) or the quality of water supply is poor (eg Indonesia, Philippines). Bulk water or packaged water
may also be used in the preparation of rice for the same reasons (eg South Korea).
There may also be some double counting where bulk/HOD water is used to dilute squash/syrups or
powdered drinks.
Potable water sold in packs of over 10 litres for use in dispensers. Includes water bottled on site for use in
Horeca outlets, in containers greater than 10 litres.
Tap Water
Piped water drawn from a tap or POU system (point of use). Estimated average human consumption of fluid is
of the order of 2 litres/day, but varies according to geography and climate. Tap water consumption is not
included in Canadean data.
Carbonates
Sweetened, non-alcoholic drinks containing carbon dioxide.
Excludes carbonated tea-based and coffee-based products (included in iced/rtd tea drinks and iced/rtd
coffee drinks respectively) and carbonated sports drinks and energy drinks.
Includes syrups for home carbonated soft drinks dispensers eg Sodastream (dilution 1 + 9) and out of home
fountain syrups (expressed in rtd volume).
Includes carbonated juice (eg Appletiser), carbonated nectars and products such as Schorle, Mineralwasser
Plus and Gesptritzte Fruchtsaefte), regardless of juice content (see Local Product for definitions).
Includes sweetened water-based carbonated flavoured drinks (eg Perfectly Clear) and gaseosa.
Juice
100% pure fruit juice or vegetable juice with no added ingredients, except permitted minerals and vitamins for
the purpose of fortification and permitted additives. Salt, spices and herbs may be added to tomato juice.
Sweetening agents with less than 2% moisture (sucrose, dextrose anhydrous, glucose and fructose) may be
added; syrups (liquid sucrose, invert sugar solution/syrup, fructose syrup, liquid cane sugar, isoglucose and
high fructose syrup) may only be added to juice from concentrate/concentrated fruit juice. (The addition of
sugar to fruit juice is currently being reviewed by the EC). If flavours or colouring from sources other than the
reconstituted fruits are included the product cannot be categorised as a juice regardless of juice content. May
contain pulp and cells from the same kind of fruit.
Includes products:
- from concentrate - the fruit/vegetable is squeezed and concentrated through evaporation of natural
water content by evaporators, before being frozen and shipped to the country for use for packaging. The
product is then reconstituted to its original strength by addition of the same amount of water
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- not from concentrate - the fruit/vegetable is squeezed in the country of origin, lightly pasteurised and
frozen or aseptically packed for shipment to where it will be sold
- chilled - relates to products that are distributed and sold via the chilled distribution chain. These
products will be marketed and positioned as chilled products and will usually be perceived by
consumers as requiring chilling (although this may or may not be technically necessary)
- ambient - relates to products that are distributed and marketed via an ambient distribution chain. Note,
these products may be placed in chillers at the point of sale, eg in convenience stores because
consumers prefer to purchase a chilled beverage, but would not usually be perceived as needing to be
chilled
- frozen concentrated juice (expressed in ready to drink volume) - where the reconstituted product
conforms to the definition of juice above
Excludes carbonated juice (included in carbonates).
Nectars
Diluted fruit/vegetable juice and pulp, to which sweetening agents (eg sugar, honey, syrups and/or
sweeteners), permitted minerals and vitamins for the purpose of fortification and permitted additives may be
added.
If flavours or colouring from sources other than the reconstituted fruits are included the product cannot be
categorised as a nectar regardless of juice content. May contain pulp and cells from the same kind of fruit.
Whilst juice content is required to be equal to or in excess of 25% by volume, minimum juice content varies
according to the fruit in question. Includes products from concentrate and not from concentrate (see definition
under Juice), chilled and ambient products (see definition under Juice).
Excludes concentrates which when reconstituted conform to the definition of nectars above; these are
included in squash/syrups.
Excludes carbonated products such as Schorle, Mineralwasser Plus, carbonated nectars and products such
as Gespritzte Fruchtsaefte (included in carbonates).
Still Drinks
Flavoured ready to drink, non-carbonated products, which may be fruit or non-fruit flavoured and have a juice
content of 0-24.9%. Sugar, artificial flavouring and colouring may be added.
Excludes non-carbonated tea-based and coffee-based products (included in iced/rtd tea drinks and
iced/rtd coffee drinks respectively) and non-carbonated sports drinks and energy drinks.
Includes sweetened
Vitaminwater).
non-carbonated
water-based
flavoured
beverages
(eg
Coca-Colas
Glaceau
Squash/Syrups
Non-ready-to-drink (non-rtd) products, marketed as concentrates for home consumption. The category
includes fruit and non-fruit based products and flavours. All market figures shown in our database and
reports are expressed in ready to drink (rtd) volumes. Dilution ratio varies from country to country.
Excludes syrups for home and commercial carbonated soft drinks dispensers eg Sodastream (included in
carbonates).
Includes concentrates which when reconstituted conform to the definition of nectars above.
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Fruit Powders
Non-ready-to-drink (non-rtd) products in powder form. All market figures shown in our report are
expressed in ready to drink (rtd) volumes. Powdered drinks dilution ratio varies from brand to brand.
Excludes powdered tea and coffee-based drinks (included in iced/rtd tea drinks and iced/rtd coffee drinks
respectively) and powdered sports drinks and energy drinks (included in sports drinks and energy drinks
respectively).
Includes almost rtd (dosage) products (see Local Product definition) where a fruit powder portion is sold
together with a water serving eg Cedevita Go in East Europe.
Iced/Rtd Tea Drinks

Carbonated and non-carbonated ready to drink (rtd) packaged tea-based drinks and non-ready to drink (nonrtd) powders and liquid concentrates which dilute with water to make a product similar/identical to the ready to
drink product. Includes products based on black, green, oolong, barley, rooibos, white and mate tea, as well
as fruit, flower and herbal teas. Products can be cold or hot-filled and based on brewed tea or tea extract.
They may contain additional flavourings, typically fruit, floral or herbal, fruit juice, sweeteners and other
ingredients.
The category includes all products that have tea as their base flavour regardless of the percentage of milk or
soymilk content (ie this may be more than 50%). All powders and concentrates are expressed in ready to
drink (rtd) volumes.
The category also includes all products that have tea as their base flavour regardless of the percentage of
juice content. Typically this is in the range of 5-30%, but premium products with higher juice content are also
available in some markets such as the USA.
Includes tea and energy blends where tea is the base ingredient. Excludes tea and energy blends, where the
base formulation of the product is an energy drink and tea is the flavour, products are categorised under
energy drinks (see below).
Where product is made to order in chain coffee shops (such as Starbucks) from packaged ingredient, volume
is recorded as packaged (eg carton, sachet, bag in box) but where product is not derived from a packaged
input eg in independent restaurants and coffee shops, volume is recorded as unpackaged.
Iced/td Coffee Drinks

Primarily non-carbonated packaged ready to drink (rtd) and non-ready to drink (non-rtd) coffee-based drinks
(carbonated iced/rtd tea coffee is consumed traditionally in Calabria in southern Italy as a substitute for cola).
May be cold- or hot-filled, based on brewed coffee or coffee extract. Products may contain additional
flavouring (eg vanilla, chocolate) as well as sweeteners and other ingredients, notably milk.
Includes all products that have coffee as their base flavour regardless of the percentage of milk or soymilk
content (ie this may be more than 50%). Includes energy coffee products such as Java Monster (Hansen). All
powders and concentrates are expressed in ready to drink (rtd) volumes.
Where product is made to order in chain coffee shops such as Starbucks from packaged concentrate, volume
is recorded as packaged (eg carton, sachet, bag in box), but where product is not derived from packaged
concentrate eg in independent restaurants and coffee shops, volume is recorded as unpackaged.
Excludes coffee and energy blends, where the base formulation of the product is an energy drink and coffee
is the flavour, products are categorised under energy drinks (see below).
Includes coffee and energy blends where coffee is the base ingredient eg Full Throttle Coffee (Coca-Cola):
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Sports Drinks
Performance-enhancing products, described as isotonic, hypertonic or hypotonic, meaning in balance
with, lighter than and heavier than body fluids, respectively. Products contain B complex group vitamins,
such as:
B1
B2
B3
B5
B6
B7
B12
May also be termed:

Thiamin
Riboflavin
Niacin/niacinamide
Pantothenic acid
Pyridoxine hydrochloride
Biotin
Cyanocobalamin
Choline
As well as vitamin E (ie antioxidant), and vitamin C (ascorbic acid), along with key electrolytes such as
calcium, potassium, magnesium, sodium, glucose syrup, maltodextrin, sweeteners and acidity regulators (eg
sodium citrate, calcium carbonate, calcium hydroxide).
The category includes still or carbonated, ready to drink (rtd) products, non-ready to drink (non-rtd) powders
and concentrates. It also contains fruit and non-fruit flavoured products. All powders and concentrates are
expressed in ready to drink (rtd) volumes.
Energy Drinks
Energy-enhancing products, mainly carbonated and containing stimulants such as caffeine, taurine, guarana
(the guarana seed has a higher caffeine content than coffee), glucuronolactone, yerba mate, along with
glucose syrup (corn syrup) and maltodextrin. Includes B complex group vitamin combinations, typical
examples include:
B2
B3
B5
B6
B7
B9
B12
May also be termed:

Riboflavin
Niacin/niacinamide
Pantothenic acid
Pyridoxine hydrochloride
Biotin
Folic acid
Cyanocobalamin
Inositol
As well as vitamins A and E (ie antioxidants); vitamin C (ascorbic acid); L-carnitine; exotic herbs and
substances, such as gingko biloba, ginseng, milk thistle; acidity regulators. Products may also contain juice eg
Rockstar Juiced (70% juice content), Coca-Colas Burn Juiced (20% juice content).
Includes coffee and energy blends where the base formulation of the product is an energy drink and coffee is
the flavour. Includes tea and energy blends where the base formulation of the product is an energy drink and
tea is the flavour.
Excludes coffee and energy blends where the coffee is the base ingredient (eg Full Throttle Coffee), which
are categorised under iced/rtd coffee drinks (see above). Excludes tea and energy blends where the tea is
the base ingredient, which are categorised under iced/rtd tea drinks (see above).
The category includes still or carbonated, ready to drink (rtd) products, non-ready to drink (non-rtd) powders
and concentrates. Includes energy shots, typically packed in 5-6cl format, but no larger than 8-10cl (see full
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definition under Market Definition). All powders and concentrates are expressed in ready to drink (rtd)
volumes.
Excludes energy gels.
Calorie Rating
Low Calorie
Reduced calorie products marketed on a diet, reduced or low calorie platform and sweetened with high
intensity agents, either single or blended. Will be highlighted on the product label as:
diet/light/low calorie (<20 kcal/100ml)

mid calorie (50% less calories than normal)
sugar-free/zero/calorie free (<4kcal/100ml)
no (added)/low/reduced sugar (4g sugar per 100ml/approx <20kcal per 100ml)
Excludes low priced products which are produced using artificial intense sweeteners to replace sugar content
for cost purposes only (eg mainly Private Label product).
Regular
Products that are not marketed on a diet, reduced or low calorie platform.
Flavours
Flavour Hierarchy Structure
Following extensive consultation we have revised and simplified the flavour hierarchy structure. The primary
changes to the flavour structure are:
All key flavours have been given their own flavour category. This simplifies the flavour structure and gets away
from the inconsistency of categorising some flavours under other fruit and other non-fruit.
Mixed flavour combinations have now been consistently assigned to the dominant flavour within the mix. The
dominant flavour is the one that is perceived to be dominant either because it is the first listed in the product
description or, because it is perceived to be the dominant flavour as marketed by the producer.
Taking apple as an example, previously apple and apple mix were reported separately in addition to some
mixed apple flavours appearing under cocktail mix which meant that arriving at total apple volume was not
necessarily transparent. The new structure addresses this by grouping single apple flavours and mixed apple
flavours where apple is the dominant flavour (ie apple variants) under an overall apple total eg:
Apple
- Apple
- Apple variants (eg apple/apricot/orange etc)
Another key example is orange, where all single orange flavours and orange variants have been grouped
under an overall orange total eg:
Orange
- Orange
- Orange variants (eg orange/apple/grapefruit etc)
- Bergamot
- Clementine
- Tangerine
- Tangerine variants (eg tangerine/passion fruit etc)
- etc
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Flavour mixes - where product labelling indicates that no single flavour in a blend/mix is perceived to be
dominant eg tropical, summer fruits, red fruits etc, products are grouped under the Flavour Mix category:
Flavour Mixes
- Cocktail mix (fruit)
- Cocktail mix (non-fruit)
- Exotic fruits
- Red fruits
- Red fruit variants (eg red fruit/blood orange etc)
- etc
Berries all berry flavours are now grouped under an overall berries category eg:
Berries
- Berries (eg wild berries, yellow berries etc)
- Berry variants (eg berries/grape etc)
- Strawberry
- Strawberry variants (eg strawberry/apple/grape)
- etc
Vegetable all vegetable flavours and vegetable flavour variants are now grouped under an overall vegetable
category eg:
Vegetable
- Vegetable (ie where no specific vegetable type is specified)
- Vegetable variants (eg vegetable/tomato etc)
- Carrot
- Carrot variants (eg carrot/apple etc)
- Pumpkin
- Pumpkin variants (eg pumpkin/melon etc)
Herbs and spices flavours are now grouped under an overall herbs and spices category:
Herbs and spices
- Hawthorn
- Hawthorn variants (eg hawthorn/date/apple etc)
- Flower
- Rosehip
- Rosehip variants (eg rosehip/grape etc)
- etc
Citrus is now treated as a single flavour (previously part of cocktail mix) eg
Citrus
- Citrus
- Citrus variants (eg citrus/kiwi/pineapple etc)
Nut/seed flavours are now grouped under an overall nut/seed category eg:
Nut/seed
- Almond
- Nut/seed (ie where no specific nut/seed type is specified)
- Coconut
- Coconut variants (coconut/lime etc)
- etc
Tonic, mixers and bitters are now grouped under an overall Tonic, Mixers and Bitters category eg:
Tonic
- eg tonic, grapefruit tonic, lemon tonic etc
Mixers
- eg ginger ale, soda, lemon mixer etc
Bitters
- bitter lemon, bitter grapefruit, etc
Key Flavour Definitions

Apple
Clear or cloudy product with apple flavour, essence or juice-based. Excludes non-alcoholic cider (included in
other fruit variants). Includes clear or cloudy mixed fruit products, essence or juice-based, where apple is
deemed to be the dominant flavour (apple variants).
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Bitters
A group of carbonated drinks, often with a bitter or sour flavour, defined by usage rather than
flavour/ingredients. In most markets consumed with spirits or other strong alcoholic drinks to make an
alcoholic long drink (mixers), often with a bitter flavour derived from citrus peel and/or aromatic plants.
Includes: bitter grapefruit, bitter lemon, bitter melon, bitter orange and non-fruit bitter. Excludes: tonic, mixers
(eg cranberry spice mixer, lemon mixer etc which are included in mixers, non-alcoholic bitters (aperitif) (local
product) and bitter melon.
Cherry
Products with cherry flavour, juice or essence-based. Includes black morello cherry, cherry, sour cherry,
sweet cherry and wild cherry. Includes multi-fruit products, juice or essence-based, where cherry is deemed
to be the dominant flavour (cherry variants).
Citrus
Clear or cloudy product labelled as citrus flavour, juice or essence-based. Includes multi-fruit products, juice
or essence-based, where citrus is deemed to be the dominant flavour (citrus variants).
Cola
Clear (non-cloudy), essence-based product flavoured with cola, where cola is the dominant flavour. Includes
cola with secondary flavouring such as cherry cola, cola with lemon, cola with lime, cola with vanilla (cola
variants).
Clear Lemonade
Clear (non-cloudy), essence-based, lemon flavoured products. Includes mixed flavour products where clear
lemonade is perceived to be the dominant flavour (clear lemonade variants)
Cream Soda
Non-cloudy colourless or coloured carbonate normally flavoured with vanilla.
Flavour Mixes
Juice or essence-based product where no single flavour is perceived to be dominant eg cocktail mix (fruit),
cocktail mix (non-fruit), red fruits, summer fruits, tropical mixes etc.
Grape
Products with grape flavour, juice or essence-based. Includes muskate grape, black grape, red grape and
white grape. Includes multi-fruit products, juice or essence-based, where grape is deemed to be the dominant
flavour (grape variants).
Grapefruit
Clear or cloudy product with grapefruit flavour, juice or essence-based. Includes standard (yellow), pink and
red grapefruit. Includes multi-fruit products, juice or essence based, where grapefruit is deemed to be the
dominant flavour (grapefruit variants).
Herbs and Spices
Products flavoured with aromatic herbs, flowers, spices or roots, including mixed herbal flavours where the
aromatic plant flavour is deemed to predominate.
Includes many composite herbal flavours known by local names and non-alcoholic ginger beer (traditional
UK drink traditionally obtained by fermenting sugar, ginger root and cream of tartar). Excludes ginger ale
(included in mixers).
Lemon
Clear or cloudy product with lemon flavour, juice or essence-based. In southern European markets
carbonates products often contain lemon juice; usually up to 12%. Excludes bitter lemon (included in mixers).
Includes multi-flavour products, juice or essence-based, where lemon is deemed to be the dominant flavour
(lemon variants).
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Lemon-Lime
Clear or cloudy flavoured product with lemon and lime, juice or essence-based. The category excludes single
lemon or single lime. Includes multi-flavour products, juice or essence-based, where lemon-lime is deemed to
be the dominant flavour (lemon-lime variants).
Melon
Products with melon flavour, juice or essence-based. Includes cantaloupe, melon and watermelon. Includes
multi-fruit products, juice or essence-based, where melon is deemed to be the dominant flavour (melon
variants).
Mixers
A group of carbonated drinks, defined by usage rather than flavour/ingredients. In most markets consumed
with spirits or other strong alcoholic drinks to make an alcoholic long drink. Includes soda water, soda with
lime, ginger ale, ginger ale/cranberry, ginger ale/raspberry, cranberry spice mixer, lemon mixer, lemon
spice mixer, orange mixer, peach mixer, mixers and non-fruit mixers (eg such as ginger beer). Excludes
tonic, non-alcoholic bitters (aperitif) (local product), bitter grapefruit, bitter lemon, bitter orange, non-fruit bitter
(included in bitters) and bitter melon.
Orange
Clear or cloudy product with bergamot, chinotto (Italian bitter orange mostly consumed straight, not as a
mixer or as a bitter/aperitif), clementine, kumquat, orange, tangerine or mandarin flavour, essence or juicebased. Excludes bitter orange (included in mixers). Includes multi-flavour products, juice or essence-based,
where bergamot, chinotto, clementine, orange, tangerine or mandarin are deemed to be the dominant flavour
(orange variants, kumquat variants, tangerine variants, mandarin variants).
Original Energy
Refers to classic energy drink flavour formulations such as Red Bull (Red Bull Trading).
Pepper
Clear (non-cloudy) essence-based, fruit-flavoured carbonate sold under the Dr Pepper Snapple Group
(previously Cadbury Schweppes) owned Dr Pepper brand (flavourings include caffeine); competing products
are modelled closely on the Dr Pepper brand.
Plum
Products with plum flavour, juice or essence-based. Includes sour plum. Includes multi-fruit products, juice or
essence-based, where plum is deemed to be the dominant flavour (plum variants).
Root Beer
Also known as sarsaparilla, root beer is traditionally made from dried root flavourings derived from a range of
tropical plants, although today the flavouring is often made synthetically. Found mainly in North America (eg
A&W). Countries such as Malaysia and Hong Kong term root beer beverages as sarsi. Includes multi flavour
products (root beer variants)
Shandy
Mixed, non-alcoholic drink of beer and lemonade or beer and ginger beer with an alcoholic strength less than
or equal to 0.5% Abv. Excludes alcoholic shandy (included in beer). Found mainly in the UK and Northern
Ireland.
Soda Water
Primarily carbonated water and sodium salts such as sodium bicarbonate. Typically used as a mixer with
alcoholic drinks, such as whisky, brandy, cocktails or with wine, but also consumed on its own.
Tea
Where an iced/rtd tea drink brand has no additional flavour (eg lemon, peach etc) it is attributed as tea flavour,
rather than as unflavoured (as previously).
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Tonic
Sweetened carbonated drink containing quinine and flavoured with natural fruit and plant extracts. Includes
tonic (non-cloudy, colourless) and tonic with fruit flavours eg grapefruit, lemon, lime, mandarin. Typically used
as a mixer with alcoholic drinks such as gin, but also consumed on its own.
Functional Indicator
Whilst there is currently no universally accepted definition of a functional drink, the Functional Indicator is used
to identify products which have been enriched for general or specific health benefits, with an ingredient which
has been isolated and added for that purpose in order to obtain a price premium.
Products may be:
Fortified - enhanced with the addition of vitamins and minerals (or combinations of both) to deliver
general health benefits. Products may be typically:
- fortified with additional vitamins eg A, C, E, D2, B1, B2, B3, B5, B6, B12 or value-added selections
(eg ACE)
- fortified with additional minerals eg calcium, magnesium, iron (eg juice with added calcium)
- fortified with other 'general' health benefit ingredients, such as essential fatty acids eg omega-3, fibre
and antioxidants
- excludes table water with added minerals ie mineralised water, typical to China and for example
some Baltic markets
- includes fruit powders where vitamins are highlighted as having been added above the base
product composition in order to differentiate the product from other fruit powders and obtain a price
premium
The Functional Indicator does not apply to:

A product without the support of added functional ingredients over and above the active ingredients of
the base composition of the product, such as vitamin C in juice or naturally forming catechins in
iced/rtd tea that promote fat utilisation as energy. Therefore, products which are 'naturally' healthy,
such as 100% juice, 'superfruits' (eg cranberry, pomegranate), smoothies (with no added ingredients)
and packaged water are excluded
Fruit powders which contain vitamins as part of the base formulation and which are not highlighted as,
or marketed as, providing a health benefit
Performance enhancers
- as a result of 'base' formulation ie sports drinks
(sustaining/rehydration/recovery), and energy drinks (instant/boost). These are identified separately by
their category attribution. Where a sports or energy drink has had ingredients added for health benefits
beyond the usual scope of its specific category (see Sports Drinks and Energy Drinks definitions
above), then the appropriate Functional Indicator is applied
Nutraceutical - containing supplements with a distinct functional claim (ie may help to improve health
and well-being or assist with avoidance of the onset of illness) targeting specific consumer
groups/needs. The claim should be highlighted on the pack and the product marketed on this platform.
Examples include: co-enzyme Q10 for healthy heart; echinacea for cold/flu immunity; isoflavones for
women's skin/bone health; L-carnitine for healthy heart/lungs and weight loss; herbal extracts such as
sage or mint to aid digestion etc
Ingredients Base
Ingredients base indicates the base of a product before the flavour is added. For example, a lemon iced/rtd tea
may be based on black tea rather than green tea.
Dairy-based
Contains milk <50%: products with a milk base. If milk content is over 50% products should be
included in dairy drinks - with the exception of iced/rtd tea drinks and iced/rtd coffee drinks
Contains milk >50%: indicates where an iced/rtd tea drink or iced/rtd coffee drink brand contains
more than 50% milk
Contains soy <50%: products with a soymilk base. If soy content is over 50% products should be
included in soymilk - with the exception of iced/rtd tea drinks and iced/rtd coffee drinks
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Contains soy >50%: indicates where an iced/rtd tea drink or iced/rtd coffee drink brand contains more
than 50% soymilk
Contains yogurt <50%: products with a yogurt base. If yogurt content is over 50% products should be
included in drinking yogurt - with the exception of iced/rtd tea drinks and iced/rtd coffee drinks
Tea-based
Black tea: products with a black tea base
Barley tea: products with a barley base, typical to Asia
Blended tea: products made from one or more teas mixed with flavouring or other added ingredients
Green tea: products with a green tea base
Herbal tea: products with a herbal base
Jasmine tea: products with a jasmine tea base
Mate: products with a yerba mate base, common to South America
Oolong tea: tea originally from Taiwan made from semi-fermented oolong tea leaves
Red bush tea: also known as rooibos, the tea is made from the South African herb, aspalathus
linearis. It is caffeine-free and rich in anti-oxidants
White tea: products with a white tea base. White tea is made from the new growth buds and young
leaves of the camellia sinesis tea plant. It is a specialty of Fujian province in China
Other
Bean-based: products containing black, red, kidney or mung beans or soybean, typical to some
nectars and still drinks products in China. Excludes soybean flavoured soymilk which is categorised as
soymilk
Cereal-based: products with a cereal base eg oats, millet or buckwheat, typically found in the still
drinks category in China
Contains bamboo leaf: products containing extract of bamboo leaf, typically found in China
Contains nuts: products containing ground nuts, typical to China
Corn-based: products with a corn-base, primarily sweet corn and typical to China. May contain
flavouring. Corn juice/extract content varies, but can be as high as 96%
Malt-based: unfermented, non-alcoholic soft drinks, containing malt, sugar, malted barley and
flavouring, typical to Turkey and Middle Eastern countries (eg Fayrouz brand - Heineken)
Rice grain: unfermented products with a ground rice base, typically used in some dilutables in Mexico
and in some nectars and still drinks in China
Local Product
Local product identifies further groups of products within the main soft drinks categories which are peculiar to a
particular country/geographical area. They are concept rather than flavour-based. Frequently, these are
'fusion' products combining products from more than one non-alcoholic beverage category.
Aguas Frescas: most common in Mexico, but also present in Central America and the Caribbean,
aguas frescas is a blend of either fruit, cereals or seeds plus sugar and water. Tamarind and Jamaica
(hibiscus) are the most typical flavours
Almost rtd (dosage): identifies products which comprise a fruit powder portion sold together with a
water serving, such as Cedevita Go in East Europe. Cedevita Go is packed in a nrPET bottle with a
large-sized cap holding the powder which is released into the water below when the bottle is
unscrewed
Asian Speciality Beverages (+ country ISO code): identifies products specific to particular Asian
markets such as cincau and jelly drinks, and major Asian flavours such as chrysanthemum. Products
are primarily non-carbonated. (Pictured right is Surging Eel, produced by Japan Tobacco Inc)
Baikal: traditional to countries such as Russia, Belarus and Ukraine, it is a carbonate based on herbal
extracts such as hypericum/licorice/siberian ginseng or leuzea/eucalyptus /lemon/laurel/pine
Buratino: a clear lemonade carbonate traditional to countries such as Russia, Belarus and Ukraine
Blandet Saft: traditional to Denmark, it is a concentrate made from various combinations of 100%
crushed fruit with high sugar content. Dilution ratio is normally 4:1.
Coconut Water: products with a coconut water base, popular in Brazil and growing in the USA
Cola Mix: A mixture of cola and another flavoured carbonate, normally orange, and labelled as 'cola
mix'.
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Frozen Carbonated Beverage: refers to dispensed carbonated frozen beverages

Guarana Water: products with a guarana base, a south-eastern Brazil phenomena
Gespritzte Fruchtsaefte: carbonated nectars made from fruit juice (approx 50%) and sparkling
mineral water, typical to Austria (included under carbonates)
Horchata: typical to countries such as Spain, where products are based on chufa (tiger nut) and
Mexico, where products are rice-based
Julebrus: is a seasonal carbonated drink produced by most Norwegian brewers as a Christmas soft
drink for children who are not legally eligible to enjoy the traditional julel or Christmas Ale
Kissel: traditionally a homemade juice drink thickened with corn or potato starch or arrowroot, but now
commercially produced - typical to Russia
Kolokolchik: a clear lemonade carbonate traditional to countries such as Russia, Belarus and Ukraine
Kvass (kvas): a traditional, fermented non-alcoholic carbonated or still beverage in Russia, the Baltic
States and most of the former Soviet bloc countries, is made from rye malt or rye bread fermented with
water, sugar, yeast and lactic acid. Traditionally it was made at home by fermenting bread with water
and sugar to produce a naturally fizzy, mild tasting drink with a malt/cereal flavour. There are two
distinct types of kvass tracked under Canadean soft drinks definitions:
- Flavoured kvass (FLVK): kvass-flavoured carbonates. In Russia and Belarus legislation demands
that these products must be labelled as kvass-flavoured drinks to differentiate them from naturally
brewed kvass
- Fermented kvass (FRMK) naturally brewed kvass, typically produced by brewers. Includes the old
style fermented bulk/barrel kvass (made from fermented bread waste or malted oats/barley/wheat)
dispensed from barrels between April and September, with a shelf life of one to two days and new
long-life branded product with a shelf-life of three to six months. The latter is packed in glass, can
and single-serve and multi-serve PET and is also now available in on-premise in draught format
Lactic Acid Drinks: ready to drink diluted lactic base and concentrated lactic acid bacteria culture
drinks, found typically in Japan (eg Calpis), South America (eg Ades) and Switzerland (eg Rivella)
Limonata: a traditional Turkish lemon flavoured still drink that has seen a dramatic renaissance over
the last year; available in rtd, powder and concentrate formats
Liquid Candy: negligible to low juice content, geared exclusively to children in countries such as Chile
and Mexico
Mageu: a traditional, fermented non-alcoholic maize-based beverage in South Africa made from maize
meal, water and sugar. It is still widely made at home, but is also commercial available in traditional
outlets and supermarkets. Primarily a short-life product it is also available in a powdered format
Malt Drink (Malta): a non-alcoholic beverage produced by brewers in a process under which wort is
brewed before caramel is added to provide the characteristic brown colour. Vitamins are then added
(usually A, B and D) before carbon dioxide is injected. The final process is pasteurisation. Products are
packed in bottle or can
Maltidsdricka: traditional Swedish squash/syrup (dilution 1:4) typically sold in cartons or in bulk and
included in squash/syrups
Medicinal Water: carbonated, low carbonated or still waters carrying a therapeutic claim - found
mainly in Germany and East European countries such as Russia, Ukraine and Belarus
Mineralised Water: table water with added minerals, sold as a cheaper alternative to mineral water in
China and the Baltics
Mineralwasser Plus/Schorle: mineralwasser plus are carbonated drinks containing approximately
30% juice depending on type of juice, typical to Germany. Schorle is also traditional to Germany,
usually made from 50% apple juice and 50% mineral water
Mors: berry-based drinks, traditional to countries such as Russia and the Ukraine
Must: carbonated unfermented grape drink, traditionally consumed during festive periods in Sweden
Non-alcoholic Bitter (Aperitif): carbonated long versions of alcoholic bitter aperitifs, found mainly on
the Italian market
Poonsh: in Bulgaria, the poonsh group, features hundreds of still drinks brands, characterised by
strong colours, exotic flavours (including mixes), thick consistency, no fruit content, large size
containers and low prices. It represents the very low-end of the still drinks spectrum both in terms of
quality and in terms of price per litre
Salted Soda Water: carbonated unflavoured beverage containing sodium bicarbonate found in China.
May contain sweetener
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Sayany: a Leuzea-based (herbal) carbonate traditional to countries such as Russia, Belarus and
Ukraine
Sikhe: fermented, sweetened rice or rice nectar drinks, typical to countries such as South Korea
Sitro: a clear lemon/orange/tangerine/vanilla flavoured carbonate traditional to countries such as
Russia, Belarus and Ukraine
Tarkhun: tarragon or woodruff based carbonate traditional to countries such as Russia, Belarus,
Ukraine, the Baltics and Kazakhstan
Vinegar drinks: sour tasting beverages, containing vinegar (or in some cases acid to produce the
sour taste), perceived to be beneficial to health. Juice content varies between 0-99%. Found in
countries such as China and Japan
Wellness Drinks: flavoured, sweetened carbonated mineral water offering a health benefit claim eg in
Austria Voeslauer Balance, Almdudler Pro-Ego, included in carbonates or still drinks depending on
carbonation
Market Definition
In order to be able to track the newer and emerging products in the market, we have added a second set of
definitions, in parallel with the existing ingredients
-based category definitions. Market Definition is a
subjective, market-driven measure, based on the local market view of the product and where it fits in the
consumer picture. The table below sets out the Market Definition categories and key corresponding Canadean
categories. Each of the Market Definition categories are a distinct competitive set and add up to 100% of the
market in a given country:
Market Definition
Flavoured Water
Functional Water
Carbonates
Juice/juice Drinks
Smoothies
Fruit/vegetable Shots
Cereal/Grain Drinks
Herbal Still Drinks
Nut Drinks
Squash/Syrups
Fruit Powders
Iced/Rtd Tea Drinks
Sports Drinks
Energy Drinks
Energy Shots
Anti-energy/relaxation drinks
Key Corresponding Canadean Categories (there may be

others)
Packaged Water
Packaged Water, Carbonates, Still Drinks
Packaged Water, Carbonates, Still Drinks, Sports Drinks
Carbonates
Juice, Nectars, Still Drinks with high fruit content (eg >10% juice)
Juice, Nectars
Juice, Nectars
Still Drinks with low/no fruit content (eg <10% juice)
Still Drinks with low/no fruit content (eg <10% juice), Still Drinks
with high fruit content (eg >10% juice)
Squash/Syrups
Fruit Powders
Iced/Rtd Tea Drinks
Sports Drinks
Energy Drinks
Energy Drinks
Carbonates, Still Drinks
Packaged Water Plain: definition as per

with no added ingredients.
standard definition, but comprises only unflavoured water,
Flavoured Water: packaged water which has been flavoured by the addition of essences and/or aromatic
substances, which may or may not contain sweetening agents. These products usually come from a packaged
water provenance, the brands often being owned by water companies but not exclusively.
Typically:
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There is a clear statement on the label or packaging highlighting that the product is made with spring
or mineral water eg Mineralwasser Plus, and it is marketed on this platform
The product will tend to be positioned in or next to the packaged water section in retail outlets
It will be perceived by consumers and the industry as a packaged water, or a packaged water
derivative
It will tend to be marketed on a health/wellness platform, as a 'lighter', lower calorie product
Functional Water: these products may be:
Unflavoured or flavoured water brands with added functional ingredients such as vitamins, minerals
or nutraceutical-type ingredients (eg Echinacea)
Products using 'hydration' as a marketing platform, with added functional ingredients, but not having a
packaged water provenance eg Propel, Mizone, Glaceau. Water will be the main product 'base', with
flavourings/juice, and functional ingredients added. The Functional Indicator is used to specify whether
the product is fortified or nutraceutical
Energy Shots: Positioned as high intensity energy drinks products with ingredients conforming to Canadeans
energy drink definition (see above), designed for one shot consumption and typically packed in 5-6cl bottles,
but no larger than 8-10cl. Brands are usually suffixed with energy shot (eg Red Bull Energy Shot) to
differentiate variants from normal energy drinks products (eg Red Bull). Excludes energy gels.
Anti-energy/relaxation drinks: Rather than offering an energy/instant boost, these primarily non-carbonated
products promise to calm the mind, reduce stress levels and improve sleep quality. Packaged primarily in can
or shot format, the focus is on naturalness with ingredients typically including valerian root, rosehips, Ltheanine, melatonin and chamomile.
Smoothies: comprise blended fruit puree and juice drinks with a thick, smooth texture, sometimes
incorporating a dairy element (yogurt) and/or functional elements (eg aloe vera, gingko, ginseng):
Both chilled and ambient products can be found

Positioned as fresh and pure, most smoothies do not contain artificial flavours, additives or sweeteners
The definition includes packaged products and products made to order in on-premise outlets
Products with a 'smoothie' positioning can be found in the juice and nectars categories, depending on
juice content and/or ingredients. Where there is some dairy content, this is highlighted using the
Ingredients Base attribute (eg contains yogurt)
Includes smoothies containing less than 50% dairy:
Excludes products containing more than 50% dairy which are included in the drinking yogurt segment
under Dairy Drinks
Fruit/Vegetable Shots: are fruit or vegetable-based juices (typically 100% juice, concentrated), designed for
'one shot' consumption and marketed on a health platform. They are typically packaged in 60-100ml bottles.
Examples include Unilevers Knorr Vie brand.
Made on the Spot (Recorded either in the text or in certain countries as 'unpackaged')
Made on the Spot (MOS) volumes are commercial beverages (ie a monetary transaction takes place prior to
consumption) and usually unpackaged:
- loose, processed 'on the spot' and served in a wide variety of containers (eg cups, plastic bags, reused
bottles etc) for consumption either 'on the go' or at home
- often sold in informal outlets eg street kiosks, mobile vendors etc
But may sometimes be packaged:
- by the vendor eg freshly squeezed juice in PET bottles, often sold in juice bars/cafes and even in
supermarkets where juicing machines are available. Maybe displayed 'on ice'
MOS volumes do not include:
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industrially made product sold on the street eg Coca-Cola or Evian water sold by a bicycle vendor
product made from concentrates powders/squash, which are purchased and then diluted and re-sold
White Milk
Caveat: Category volumes may include an element of double counting in countries such as India and
Pakistan where hot tea is traditionally consumed with a high ratio of milk. Volumes include milk that
may not be consumed as a beverage eg used in cooking or poured over cereals such as cornflakes.
Liquid white milk. Includes unfermented, unflavoured milk from all animals (including cows, sheep,
goats and buffalo), both processed and unprocessed, packaged and bulk milk
Includes powdered milk, except powdered infant formula and follow-on milk
Includes reconstituted or recombined white milk, lactose-reduced white milk and organic white milk as
well as fortified/enriched white milk
Excludes ready to drink baby milk, evaporated and condensed milk, filled milk and whitener
Cultured Dairy Drinks
Liquid, fermented milk products characterised by their sour taste, flavoured and unflavoured, with and
without sweeteners and other added ingredients. Excludes semi-liquid products, spoonable and
squeezable products. Includes products such as:
Fermented Milk
Fermented milk, such as ayran, laban, kefir - other major types of fermented milk, characterised by
differing degrees of fermentation/sourness achieved using different bacteria. In addition buttermilk - a
slightly sour, whitish liquid, traditionally a by-product from the production of butter from cream, but
today also produced from fermented skimmed milk
Drinking Yogurt
Drinking yogurt - yogurt thinned by homogenisation and/or dilution; normally flavoured. May contain
colouring, sweeteners, and stabilisers. Includes probiotic yogurt drinks such as Yakult and Actimel.
Includes smoothies containing more than 50% dairy (smoothies containing less than 50% dairy are
included in soft drinks)
Flavoured Milk
Ready to drink and powdered white milk to which flavouring and often sweeteners, colourings and
stabilisers have been added
Includes white milk mixed with fruit juice where milk is the majority ingredient. Excludes products
where milk content is less than 50%
Excludes tea and coffee-based products - even where milk content is >50%. Excludes tea and coffeebased flavoured milk drinks. These are classified under iced/rtd tea drinks and iced/rtd coffee
drinks
Includes products such as Ovaltine and Horlicks that contain significant quantities of milk; powder
variants are intended to be diluted with water as the products contain sufficient milk powder
Excludes products such as the Nesquik and Ovaltine variants which are intended to be mixed with milk
Soymilk
Lactose-free, ready to drink 'milk' made by grinding soya beans and pressing out the resulting liquid.
Traditional to countries such as China and Japan
Includes flavoured and unflavoured, sweetened and unsweetened and powdered products
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Excludes products where soymilk content is less than 50%. This applies to beverages such as AdeZ
with only 1% soy content, which are categorised as a nectar or still drink in accordance with their juice
content
Excludes tea and coffee-based products - even where soymilk content is >50%. These are classified
under iced/rtd tea drinks and iced/rtd coffee drinks
Soymilk has a soy protein content 1.8%
Other Liquid Dairy (Packaging only)

Includes:
Evaporated Milk
Evaporated milk (unsweetened condensed milk) has been treated to remove some 60% of the water to
reach concentration. Sterilisation is required. Typically canned. May be diluted for use in beverages
and cooking
Condensed Milk
Condensed milk (sweetened) is made in the same way as evaporated milk, but sterilisation is not
required due to high sugar content. Typically canned. May be diluted for use in beverages and cooking
Coffee
Ready to drink hot coffee (all volume expressed in ready to drink/diluted litres) obtained from infusion of
roasted, ground coffee beans in hot water or solution of 'instant' coffee (granules or powdered coffee extract
obtained by spray- or freeze drying, instantly soluble in hot water) and hot water. Dilution ratios vary by country
according to local taste. Excludes iced/rtd coffee drinks (see iced/rtd coffee drinks definition above).
Tea
Ready to drink hot tea (all volume expressed in ready-to-drink/diluted litres) made from infusion of dried tea
leaves or herbal and/or fruit ingredients in hot water or from instant, freeze-dried tea in granular or powdered
form. Dilution ratios vary by country. Excludes iced/rtd tea drinks (see iced/rtd tea drinks definition above).
There are three main types of tea made from the leaves of the tea bush: green tea, which is unfermented
roasted immediately after harvesting and gives a strong, bitter and quite clear infusion; black tea, the most
common, which is fermented and dried; and oolong tea, which is semi-fermented and intermediate between
green and black tea. Includes flavoured teas (tea with added flavourings such as jasmine, mint, rosehip,
bergamot, orange flower).
Also includes herbal/fruit 'teas' with no actual tea component eg raspberry, apple, blackcurrant, mint, camomile
tea.
Fermented alcoholic beverages - typically, but not exclusively made from malt - to which hops have been
added. Includes:
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Lager
Bottom fermented beer, usually blond in colour. 0-10% abv. Accounts for over 90% of all beer sold worldwide.
Also often labelled as Pilsner or Pils, although there is no legal definition of these terms.
Ale
A top-fermented beer, usually amber in colour and sold primarily in the British Isles. Versions of Ale are also
known as Bitter, Mild, Brown Ale, Light Ale and IPA. 0-10% abv.
Stout
A top-fermented beer, usually very dark, or black in colour and most popular in Ireland and the UK, although
Stout is found in all regions of the world. 2-7.5% abv.
Wheat Beer
A top-fermented beer, made using wheat, rather than barley malt. Can be cloudy ('white') or blonde in colour.
Also known as Weissbier, Weizen and Witbier.
Other Top Fermented Beers

Encompasses all other top-fermented (ie non-lager) beers. Includes Altbier and Kolsch in Germany and
Abbaye, Trappiste, Gueze, Lambic and other special beers in Belgium.
Beer Mixes
Beer mixed with soft drinks, usually lemonade or cola.
Includes Shandy, Panache, Radler and
Biermixgetranke. Canadean only collects data on pre-mixed beer mixes. Considerable volumes of beer mixes
are postmix (made at point of dispense eg shandy in the UK) and such volumes are not included.
Flavoured Beer
Flavoured beer is defined as a normal strength beer with added flavours, often fruit, or spirits (eg Tequila).
Does not include beer mix drinks.
Others
Speciality lagers, usually dark in colour and strong in alcohol. Composition of this sub-category will vary widely
from market to market. Also includes seasonal (eg Christmas or Easter) beers.
Low Calorie Beer

The beer must be specifically marketed as a low calorie beer. Light beers are often, but not always low calorie.
The exceptions are brands such as Chang Light and Singha Light in Thailand which suggest that they are low
calorie, but due to the high alcohol content are in fact very close to regular versions of the brands.
BEER DEFINITION BY ALCOHOLIC STRENGTH

Although most beer market have some form of local segmentation based upon alcoholic strength, the lack of
consistency in definitions and category boundaries makes international comparison very difficult. In order to
facilitate international analysis of the beer market by alcoholic strength Canadean has created a standard
strength segmentation:
No alcohol - Less than or equal to 0.5% abv
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Low alcohol -0.6-3.0% abv

Standard strength -3.1-5.5% abv
Strong beer - 5.6% abv and above
BEER DEFINITION BY PRICING

The task of defining positioning is both a difficult and contentious issue. Canadean believes that a focus on
price is ultimately the most reliable definition as it is objective and there is a direct correlation between
positioning and profitability.
Taking the leading brand in the most popular pack type as the standard (=100), all other brands have been
indexed against this brand/pack type. Brands which have an index of 110-150 have been taken to be
premium, while those brands which have an index in excess of 150 are counted as super premium. Brands
which fall below an index of 90 form the value or discount segment, while the mainstream segment is
formed of brands which fall into the 90-109 band.
BEER DEFINITIONS BY PROVENANCE/AVAILABILITY LOCAL/NATIONAL/INTERNATIONAL

Beer brands often have their own competitive set based upon their provenance and availability. Canadean
segments the beer market into three categories:
Local - brands which do not have national distribution or where a significant proportion of the brand
volume is derived from a particular region. 'Region' des not have to be a defined administrative area.
It is assumed that the bulk of volume included in 'others' will fall into this category
National - domestic brands which have national distribution and where there is no significant volume
skew to a particular region
International - brands which originate outside the country. Maybe imported or produced under
licence. Excludes domestic brands which are packaged in another country and then re-imported
Sorghum Beer
A low alcohol grain-based beer traditional to sub-Saharan African countries; home-made in rural areas.
Ingredients are typically a mixture of sorghum and corn with sugar, lactic acid, yeast and molasses. Maximum
abv of 4%.
Cider
Fermented apple juice drink or pear juice drink (sometimes termed as perry), with an abv of 0.5-10%.
Wine
Defined as juice of freshly gathered grapes, vinified according to the customs and traditions of the country of
origin. Wine normally contains between 8-20% alcohol, but lower alcohol content can be found in products
such as wine coolers (included in Flavoured Alcoholic Beverages). Includes:
Still light wine, without carbonation, or fortification. Can be categorised by colour (Red, White or Rose),
by delimited area (eg AC, DOC, DOGC, QbA, QmP, etc) and by Country of Origin
Wine with carbonation, either naturally occurring as a by-product of fermentation, or artificially by the
injection of carbon dioxide. Includes semi-sparkling wines such as Perle, Frizzante and Cremant
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Champagne - sparkling wine produced using the 'Methode Champenoise' and produced in the
Champagne AC region of France
Made wine - low priced 'wine style drinks' made from grape concentrate and unique to the UK market
Spirits
Alcoholic liquid resulting from the distillation of such substances as fermented grape juice, grain, potatoes,
fruit, sugar cane. Includes Anise Spirits, Asian Spirits, Bitters, Brandy, Fruit Brandy, Gin & Genever, Liqueurs
& Specialities, Rum & Cane Spirit, Schnapps/Aquavit, Vodka, Whisky/Whiskey.
Flavoured Alcoholic Beverages (FABs)

Low-alcohol spirit mixes, often vodka or rum based, but may also be made with any spirit or neutral alcohol.
Sometimes known as 'alcopops'. In the USA, these products are usually made with malt derived alcohol,
known as 'malternatives' (to beer). Includes fruit based drinks, and pre-mixed versions of classic cocktails.
Includes wine coolers and Japanese Chu-Hi products (based on Shochu).
Wine Coolers
Low alcohol blends of wine and fruit juice (eg Sangria - traditional to Spain). Canadean includes wine coolers
within the flavoured alcoholic beverage category (FABs) and not in wine.
Fortified Wine
Wine 'fortified' by the addition of spirit which engenders a secondary fermentation. Usually around twice the
strength of light wine and about half the strength of spirits. Includes Sherry, Port, Madeira, Vermouth and
Apritif Wines. Canadean considers fortified wine to be an intermediate product, neither true wines, nor spirits.
They are, therefore, reported separately. Please note may include small volumes of unfortified vermouth.
Rice Wine
Asian alcoholic beverage produced from fermented rice, spring water and yeast.
Sake
Japanese alcoholic beverage brewed from fermented rice. Typically has an abv of 14-16%.
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Powder
ed CSD
Fruit
Powder
s
Country
Argentina
Australia
Austria
Bahrain
Belarus
Belgium
Bolivia
BosniaHerzegovina
Brazil
Bulgaria
Canada
Chile
China
Colombia
Costa Rica
Croatia
Czech Republic
Denmark
Ecuador
Egypt
El Salvador
Estonia
Finland
France
Germany
Greece
Guatemala
Honduras
Hong Kong
Hungary
India
Indonesia
Republic of
Ireland
Italy
Japan
Jordan
Kuwait
Latvia
Lebanon
Lithuania
Macedonia
Malaysia
Mexico
Moldova
Netherlands
New Zealand
Nicaragua
Nigeria
Norway
Oman
Pakistan
35.00
100.00
127.78
12.50
164.29
Powder
ed Iced
Coffee
Drinks
Powder
ed Iced
Tea
Drinks
Powder
ed
Sports
Drinks
Powder
ed
Energy
Drinks
67.50
104.55
25.00
90.00
90.00
90.00
100.00
82.14
80.00
27.00
76.90
45.45
3.85
4.80
45.00
125.00
10.00
9.00
76.90
13.53
5.30
120.00
10.00
7.50
22.00
14.50
40.00
115.00
76.90
125.00
100.00
127.78
8.33
14.29
12.50
129.87
12.50
10.00
19.27
45.45
9.00
5.00
85.00
16.60
45.00
67.65
90.00
100.00
30.30
Hot
Coffee Ground
Hot
Coffee Instant
15.62
9.00
15.62
83.33
10.00
55.55
9.00
25.64
16.00
10.00
6.00
43.00
83.33
12.50
119.00
15.62
13.33
83.33
120.00
15.62
7.41
8.00
15.62
12.50
15.62
15.62
83.33
24.00
83.33
119.00
34.48
41.66
10.00
6.66
14.22
16.00
15.62
47.60
42.86
83.33
56.00
170.06
104.55
38.30
85.00
10.00
61.76
29.00
79.00
46.00
80.00
100.00
100.00
90.00
80.00
20.91
80.00
80.00
100.00
60.00
76.90
74.00
230.00
67.65
75.00
100.00
100.00
71.43
15.62
9.09
19.00
12.50
42.00
10.00
110.00
133.00
100.00
30.30
31.10
45.00
Hot Tea
110.00
26.67
12.00
4.40
8.69
12.85
19.00
10.00
4.40
80.00
15.00
34.48
34.48
10.00
15.00
10.00
8.69
8.69
170.06
50.00
13.33
15.62
34.48
8.69
15.62
14.28
66.66
155.55
14.00
61.76
15.62
83.33
4.40
85.00
80.00
100.00
61.76
42.86
10.00
83.33
83.33
9.00
4.40
7.50
88.46
104.55
6.66
8.90
15.62
6.00
15.62
23.65
100.00
85.00
12.50
137.50
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80.00
80.00
White
Milk
Powder
22.55
28.00
100.00
15.62
20.00
12.00
15.62
15.62
70.00
130.00
Powder
ed CSD
Fruit
Powder
s
Country
Panama
Paraguay
Peru
Philippines
Poland
Portugal
Qatar
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovak Republic
Slovenia
South Africa
South Korea
Spain
Sweden
Switzerland
Thailand
Tunisia
Turkey
Ukraine
Uruguay
USA
UAE
Venezuela
Vietnam
United Kingdom
16.60
25.00
5.00
104.55
127.78
40.00
12.50
Powder
ed Iced
Coffee
Drinks
Powder
ed Iced
Tea
Drinks
Powder
ed
Sports
Drinks
85.00
61.76
68.55
140.00
62.50
104.55
90.00
104.55
70.00
104.55
30.00
12.50
76.90
120.00
110.00
76.90
45.00
20.00
76.90
100.00
45.00
191.67
40.00
70.00
104.55
45.00
10.00
28.00
10.45
12.50
10.45
6.25
105.26
Powder
ed
Energy
Drinks
138.50
29.00
90.00
138.50
80.00
80.00
70.00
78.90
80.00
90.00
85.00
67.64
63.64
71.88
35.00
104.55
Hot Tea
Hot
Coffee Ground
Hot
Coffee Instant
15.62
83.33
4.40
8.00
15.62
14.28
16.67
24.00
34.48
4.00
8.69
34.12
13.30
20.00
5.00
80.00
15.00
10.00
130.00
20.00
4.00
15.62
12.50
7.00
15.63
16.67
10.00
15.62
15.38
80.00
15.00
10.00
8.69
130.00
67.78
34.48
119.00
20.30
34.48
36.60
55.55
33.33
15.00
4.00
8.00
11.76
75.00
10.00
8.00
24.00
15.62
34.48
80.30
6.40
8.69
13.30
50.00
26.64
15.38
10.00
8.00
26.70
10.00
Source : Trade Interviews; Canadean
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8.69
White
Milk
Powder
Carbonates
Conc
Juice Conc
Nectars
Conc
Still Drinks
Conc
Squash/
Syrups
Country
Argentina
Australia
Austria
Bahrain
Belarus
Belgium
Bolivia
BosniaHerzegovina
Brazil
Bulgaria
Canada
Chile
China
Colombia
Costa Rica
Croatia
Czech Republic
Denmark
Ecuador
Egypt
El Salvador
Estonia
Finland
France
Germany
Greece
Guatemala
Honduras
Hong Kong
Hungary
India
Indonesia
Republic of
Ireland
Italy
Japan
Jordan
Kuwait
Latvia
Lebanon
Lithuania
Macedonia
Malaysia
Mexico
Moldova
Netherlands
New Zealand
Nicaragua
Nigeria
Norway
Oman
Pakistan
Panama
Paraguay
Peru
Philippines
Poland
16.67
25.00
16.67
20.00
14.29
10.86
14.29
16.67
25.00
13.51
16.67
Squash/
Syrups
Super
Conc
Iced
Tea
Drinks
Conc
Sports
Drinks
Conc
16.70
16.67
20.00
14.29
16.60
16.67
25.00
25.00
18.40
18.52
20.00
17.24
33.30
33.30
16.67
16.67
20.00-25.00
8.13
16.70
16.67
15.60
15.60
16.67
18.82
33.30
33.30
16.67
24.00
33.30
33.30
33.30
33.30
9.09
6.15
22.72
18.40
10.00
12.50
14.29
11.76
12.50
22.50
10.86
6.25
12.50
13.33
12.50
14.20
14.29
7.69
5.88
20.00
15.50
20.00
14.29
20.00
14.29
16.67
12.50
11.76
12.50
25.00
10.00
12.50
20.00
12.50
16.67
15.00
12.50
20.00
6.67
13.42
20.00
12.50
9.09
9.09
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25.00
25.00
16.00
16.70
20.00
20.00
15.38
14.29
16.60
10.00
100.00
Carbonates
Conc
Juice Conc
16.67
7.81
16.67
13.51
18.13
Nectars
Conc
Still Drinks
Conc
Squash/
Syrups
12.50
10.00
10.00
15.50
16.67
11.90
15.50
12.50
11.76
14.29
14.30
Country
Portugal
Qatar
Romania
Russia
Saudi Arabia
Serbia
Singapore
Slovak Republic
Slovenia
South Africa
South Korea
Spain
Sweden
Switzerland
Thailand
Tunisia
Turkey
Ukraine
Uruguay
USA
UAE
Venezuela
Vietnam
United Kingdom
16.67
25.00
20.00
7.81
20.00
20.00
16.67
14.29
18.00
Source : Trade Interviews; Canadean
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Squash/
Syrups
Super
Conc
Iced
Tea
Drinks
Conc
Sports
Drinks
Conc
16.67
9.10
20.00
16.67
15.63
16.70
8.33
20.00
1.32
10.00
16.70
14.28
20.00
10.00
20.00
14.29
14.29
25.00
14.29
10.00
16.67
2.50
12.50
'Packaging' is defined as all products made of any materials of any nature to be used for:
-
containment
protection
handling
delivery
presentation of goods
There are three categories of packaging:

primary (sales) packaging, around the goods at the point of purchase by the user or consumer
- secondary (collation) packaging, which groups a number of items together until the point of sale (eg
multi-packaging)
- tertiary (transit) packaging, which allows handling and transport of a number of grouped items as a unit
Canadean collects information on Primary Packaging - that is the container around the goods at the point of
purchase. This includes both consumer and food service packaging. Bulk dispensed beverages are packaged
in a bulk container (such as bag in box concentrate or barrel or bubble top), even if the beverage is dispensed
into a drinking vessel for consumption.
Some packaging is also intended to facilitate consumption of the beverage. This could be a can with a ring-pull
opening, a carton with a straw or a cup with a removable lid, for example.
Containers intended only to facilitate consumption of the beverage are not packaging. Glasses, mugs etc are
not packaging. A cup is only packaging if the cup has an integral lid to facilitate transportation. Beverages that
are dispensed into lidded paper cups with drinking straws at the point of sale to facilitate consumption are not
packaged in cups because the cups facilitate consumption and not handling and delivery.
Canadean collects information about packaging by listing a series of attributes which together describe the
package.
The attributes are:
pack type
pack material
pack size
refillable
carbonation
physical state
stability (JNSD only)
These attributes will each be described in turn:
Package Type Definitions

Bag in Box (bib)
A cardboard box with a foil or plastic liner usually used to contain a large quantity of beverage.
For vending machines where syrup from a bag in box is mixed with mains water and the beverage dispensed
into a pouch immediately before consumption, pouch is recorded as the packaging as this is the last
packaging utilised prior to consumption.
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Environmentally friendly bag in boxes whereby large pouches of beverage are purchased (usually for
commercial use) and designed to fit into a reusable plastic box are recorded as pouch as the beverage is
purchased by the pouch.
Barrel
A large traditional container made of wood, with a flat top and bottom and curved sides that make it fatter in
the middle, often used in the past to contain large quantities of beer. Sometimes known as a vat. A CO2 line
cannot be attached to a barrel.
Bottle
A container for liquids, usually made of glass or plastic, with a narrow neck. A bottle is usually made of one
piece of material, but can be 2 pieces seamed together.
Board Can
A container made of board with a metal top and bottom, made in three parts. Available in North America,
typically for frozen concentrated juice. Note: This is not an attribute in Wisdom but is included for reference
purposes.
Box
A square or rectangular container with stiff sides and sometimes a lid. A box is not usually made of laminated
material so would not usually be suitable for a liquid beverage.
Bubble Top
A large container usually used to supply water in large quantities, often used in a cool water dispenser, mainly
used in offices. In China bubble top containers are referred to as 'carboys'.
Can
A container made of aluminium or tinplate. The container can be cylindrical, rectangular or custom-shaped.
The can could be made of 2 or 3 parts.
Carton
A box made from laminated layers of board with or without aluminium foil lining. A laminated beverage
container made principally of board is a carton according to Canadean definitions, regardless of shape or the
name given by the manufacturer.
Pouch shaped cartons and pillow shaped cartons are recorded as cartons.
Cup
A container with a removable lid, often made of thin plastic, where the lid can be removed or pierced after
transportation to enable the container to then be used for consumption.
Demijohn
A large glass container, usually with handles to facilitate carrying, sometimes referred to as a bell jar.
Drum
A very large cylindrical container, usually made of three parts.
Jar
A container with a wide mouth, usually used to store powders or thick liquids such as foods. The neck should
be so short that the lid almost touches the body of the container. The neck should be almost as wide as the
base of the container. Jars usually have a screw top.
Containers for juice that have a neck that is almost as wide as the body of the container but have a neck that
is long enough to prevent the lid from touching the body of the container are classified as a bottle.
Keg
A cylindrical container usually made of metal and used for storing beer or other alcoholic drinks. A CO2 line is
often attached to a keg to dispense beer through a font.
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Pouch
A package made of flexible material that can stand unsupported, usually made of two pieces of plastic or foil
seamed together to form a package with a definite base to stand on.
For vending machines where syrup from a bag in box is mixed with mains water and the beverage dispensed
into a pouch immediately before consumption, pouch is recorded as the packaging as this is the last
packaging utilised prior to consumption.
Environmentally friendly bag in boxes whereby large pouches of beverage are purchased (usually for
commercial use) and designed to fit into a reusable plastic box are recorded as pouch as the beverage is
purchased by the pouch.
Sachet
A small container, usually made of only one piece of paper or plastic, often containing only a small quantity
that is not designed to stand unsupported. Sachets can be used for liquid beverages and powders. Includes
pillow pouch unless made of laminated board, in which case, the package is a carton.
Tank
A large closed container for liquid where the beverage is dispensed via a valve.
Tub
A small container with a removable lid, usually as wide as the base, often used to store powdered
beverages. The lid of a tub is usually removed by lifting, not by unscrewing.
Tube
A long thin container made of soft metal or plastic, which is closed at one end and has a small hole at the
other, usually with a cover, and which is used for storing thick liquids.
Unpackaged
Products that have never been packaged eg products which are sold by the cup on the street. Where a
commercial container is used to dispense beverages by the cup, the commercial container should be recorded
by pack material, pack type and size eg metal barrel 4,000cl. However, beverages that are never packaged
prior to consumption, such as a juice squeezed from fruit on demand, should be recorded as unpackaged.
Water from in-store water filtration machines where the water is piped directly from the mains and filtered by
the machine ie the machine is not refilled with bag in boxes and the customer usually brings their own refillable
container may be recorded as unpackaged.
Packaging Material
Packaging materials are the materials used in the manufacture of packaging and includes raw materials and
processed materials prior to their conversion into packaging.
Few packages are made solely of one material. The information that Canadean collects refers to the principal
material used to construct the pack.
Most containers are coated in the inside to protect the beverage and coated on the outside for cosmetic or
printing purposes. Many containers are made of several layers of packaging material. The focus is on the
main material.
Options are:
Board
Containers made of cardboard ie several layers of fiberous wood pulp, often known as paperboard. Containers
are commonly coated in polyethylene and lined with foil, but are recorded as board if board is the main
material of the package.
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Cornstarch
Biodegradable containers made of polylactic acid (usually derived from corn starch, occasionally derived from
sugar cane), sometimes abbreviated to PLA. Like PET, PLA is clear, tough and can be clear or coloured.
Bottles are blown into a mould, resulting in a dot on the base of the bottle. Blown bottles are stronger than
heat seamed bottles. PLA bottles are one of a number of materials with a number 7 in the triangle symbol.
Cornstarch bottles are usually very clearly labelled in order to position their biodegradable properties. PLA can
easily be identified as its heat resistant properties are inferior to most plastics. 100% cornstarch bottle will melt
if filled with liquid at 50C (very hot tap water). For this reason, most containers are a mixture of PLA and other
ingredients. Containers made of a PLA mix cannot usually hold liquid above 80C (hot coffee). To be recorded
as cornstarch, the container should contain at least 50% PLA.
Foil
A very thin sheet of metal, especially used to wrap food in to keep it fresh. Foil is used to keep the beverage
fresh and is a component of many pack types. A container is only recorded as foil if foil is the dominant
material in the package. For example, many cartons have a foil liner, but a carton cannot be made of foil.
Glass
An inorganic substance fused at high temperature and cooled quickly so that it solidifies into a vitreous and
non-crystalline state so that, although the molecular structure is similar to that of a liquid, the mass is rigid.
In a packaging context glass containers are continuously moulded in a furnace at high temperature (over 1300
C) into narrow neck bottles or wide-mouth jars using a mixture of chemicals derived from sand, limestone,
soda and metal silicates. Amber (brown), green, blue and opal (clear) colour variants can be produced by
varying the specific chemical mix. Glass containers generally offer the advantages of relatively high
transparency, rigidity, temperature stability and resistance to thermal shock, but the disadvantages of higher
weight and fragility compared with alternative packaging media.
HDPE
Containers made of High Density Polyethylene. HDPE containers are produced in two parts and joined with a
heat seam. The weakness of the seam makes these bottles unsuitable for carbonated drinks. Unpigmented
bottles are translucent, have good barrier properties and stiffness and are well suited to packaging products
with a short shelf-life, such as milk. Pigmented HDPE bottles have better stress crack resistance than
unpigmented HDPE bottles. HDPE bottle are normally opaque (unpigmented) or white. HDPE bottles can be
identified by the number 2 in the triangle symbol.
LDPE
Containers made of Low Density Polyethylene. LDPE containers are very soft and flexible and are used
predominately in film applications due to its toughness, flexibility and relative transparency, making it popular
for use in applications where heat sealing is necessary. LDPE is also used to manufacture some flexible lids
and, very rarely, bottles. LDPE bottle can be identified by the number 4 in the triangle symbol.
Metal
Packaging made from a common metal element such as aluminium, tinplate, steel or a mixture of metals.
(There is no requirement to state which metal or combination of metals the container is made from).
Containers may be coated or covered in a label.
Paper
A thin flat material which is made from crushed wood or cloth. Paper would usually only be used to make
sachets. Cartons are made of board and paper cups are a vessel to facilitate consumption and not a pack
type.
PEN
Containers made of Polyethylene Naphthalate. These shiny, translucent blown bottles have excellent oxygen
barrier properties. Similar in appearance to PC and also marked with the 7 symbol, PEN bottles are refillable
(20 times) and are fully recyclable at the end of their life.
PET
Containers made of Polyethylene Terephthalate, sometimes abbreviated to PET or PETE. PET is clear, tough
and has good gas and moisture barrier properties. Bottles are blown into a mould, resulting in a dot on the
base of the bottle. Blown bottles are stronger than heat seamed bottles. PET bottles can be identified by a
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number 1 in the triangle symbol or, when burned, by the smell of wax and dripping like a candle without
smoke.
Polycarbonate
Containers made of Polycarbonate (PC). Polycarbonate has good chemical resistance and is strong. PC is
normally used for thick, heavy containers such as bubble tops. Polycarbonate is one of many materials
marked with the number 7 in the triangle symbol and can be identified by the yellowish sooty smoke and
sweetish smell when burnt.
Polypropylene
Containers made of Polypropylene (PP). Polypropylene has good chemical resistance, is strong, and has a
high melting point making it good for hot-fill liquids. Polypropylene is found in flexible and rigid packaging.
Polypropylene can be identified by the number 5 in the triangle symbol or, when burnt, by the smell of burnt oil
and dripping without smoke.
Polystyrene
Containers made of Polystyrene (PS). A rigid opaque packaging, that is often brittle and glossy. Very thin,
lightweight containers are often made of polystyrene. Unpigmented bottles are translucent and are well suited
to packaging products with a short shelf-life such as dairy products. Bottles are injected into a mould, resulting
in a dot on the base of the bottle. Polystyrene bottles can be identified by the number 6 in the triangle symbol
and a greenish bubble effect when burnt.
PVC
Containers made of Polyvinyl Chloride. In addition to its stable physical properties, PVC has good chemical
resistance. The diverse slate of vinyl products can be broadly divided into rigid and flexible materials. PVC
bottles are made in two parts and joined with a heat seam, making this bottle unsuitable for carbonated drinks.
Upon close inspection, transparent PVC bottles can be seen to be slightly opaque. PVC bottles can be
identified by the number 3 in the triangle symbol, or by the black smoke and acrid smell given when burned.
Refillability
Refillable
A container designed to be refilled; taken back to point of purchase (not necessarily the same one) by the
consumer in order to be refilled with the same, or similar, liquid product. This usually involves a monetary
deposit, refundable on return of bottle. The bottle may be refilled on site, or directed to local filler.
This is not to be confused with recyclable bottles, which may be termed returnable for the purpose of
recycling.
Barrels, kegs and tanks are considered to be refillable.
Non-Refillable
Bottle designed for single usage only. It can be returned to point of purchase, or taken to a recycling facility,
but is not refilled.
Carbonation
Indicates the level of carbonation of the product contained within the package.
Options are:
Low
Regular
No Carbonation
Physical State
This describes the physical state of the product within the package.
Options are:
Powder
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Concentrate
Ready to Drink (rtd)
Stability
Defines the technical shelf stability. Options are:
Short-life - products which need to be chilled in order to remain shelf stable (typically have a shelf-life of 7
days)
Long-life - products which do not need to be chilled to remain shelf stable
Note: Frozen is classed as long-life.
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Packaging
Single-serve
Multi-serve
Rb/ref
nr/nrb/non-ref
PET
refPET
nrPET
PVC
HDPE
LDPE
PC
PEN
PS
BinB
pack size <60cl

pack size between 61cl and 1,000cl. This category also includes bulk
packaging, but excludes Bulk/HOD water volume
Refillable bottle (glass)
Non-refillable bottle (glass)
Polyethylene terephthalate
Refillable polyethylene terephthalate
Non-refillable polyethylene terephthalate
Polyvinyl chloride
High density polyethylene
Low density polyethylene
Polycarbonate
Polyethylene Naphthalate
Polystyrene
Bag in box - includes pre-mix/post-mix (fountain)
Distribution:
Off-premise
Volume sold for 'subsequent consumption' away from the place of purchase, comprising:
Modern Retail:
- Large Modern: Supermarkets, hypermarkets, department stores (Karstadt): modern facilities, typically
with electronic tills, barcode scanning and multiple checkout
- Convenience: Stores such as 7-11, garage forecourts - typically small food stores with long opening
hours, often selling ready meals and fast food
- Discount: Hard discounter stores, such as Lidl and Aldi, where focus is on low pricing.
Traditional Retail: Traditional food stores: mom & pop style, CTNs, delis, pharmacies/drugstores. Street
stalls
and kiosks (not for immediate consumption).
Specialist Beverage Retailer: Off-licences, liquor stores, specialist drinks shops.
Home Delivery: On-line/telephone/mail order, deliveries to home address.
On-premise
Volume sold for immediate consumption at the place of purchase, comprising:
Vending: Automatic merchandising machines selling (usually) branded beverages.
QSR: Quick Service restaurants. Payment is made prior to consumption.
EDA Places: Eating, Drinking & Accommodation. Eating: establishments where beverage consumption is
generally an accompaniment to a meal. Payment is made after consumption. Drinking: establishments
primarily engaged in the sale of drinks for consumption on premise. Accommodation: establishments where
the primary function is to provide accommodation facilities
Institutions: Workplaces, hospitals, nursing homes, schools, universities, prisons, military.
Other On-premise: Such as cinemas, street stalls and kiosks, travel and transport, leisure (including
gyms/health clubs etc) and events.
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Other commonly used abbreviations

A&P
Abv
BOGOF
CAGR
CEFTA
CPI
CTNs
CSD
E/e
EDLP
ESL
EU
(Year)F
(Year)P
FABs
Fmcg/FMCG
GDP
HL/hl
HOD
Horeca
JNSD
LPA
na
NFC
Non-rtd
Per cap
PL
PPP
rtd
SKUs
VAT
Advertising and promotion

Alcohol by volume
Buy one get one free
Compound annual growth rate
Central European Free Trade Agreement
Consumer Price Index
Confectioners, tobacconists, newsagents
Carbonates
Estimate
Everyday low price
Extended shelf life
European Union
Forecast
Provisional
Flavoured alcoholic beverages
Fast-moving consumer goods
Gross domestic product
Hectolitres (100 litres)
Home & office delivery
Hotels, restaurants and cafes
Juice, nectars, still drinks
Litres of pure alcohol
Not available/Not applicable
Not from concentrate
Not ready to drink
Per capita
Private Label (distributors own label; DOBs; retailers own label)
Purchasing power parity
Ready to drink
Stock keeping units
Value added tax
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Serbia Soft Market Insights

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Serbia Soft Market Insights

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SOFT DRINKS SERVICE

1205.5 1240.4 1264.6 1266.7 1892.9 1471.2 1227.2

SOURCE : Trade Interviews; Canadean

Strong drop in 2009 was slowed in 2010

Prices being hit hard by the currency depreciation

Market Environment ............................................................................................................................................ 2

The Consumer Palate

All Commercial Beverages

Legislation and Taxation

SOURCE : IHSGlobal Insight (IHSGI); Canadean

SOURCE : IHSGlobal Insight (IHSGI); Canadean

Exchange Rate Local

SOURCE : IHSGlobal Insight (IHSGI); Canadean

SOURCE : Met Office (UK); Canadean

LITRES PER CAPITA

All Commercial Beverages

Soft Drinks [2]

Soft Drinks [2]

All Commercial Beverages [1]

Growth in key categories loses fizz

SOURCE: Canadean Wisdom

Total Packaged Water

Total Still Drinks

Total Fruit Powders

Total Iced/RTD Tea Drinks

Total Iced/RTD Coffee Drinks

Total Sports Drinks

Total Energy Drinks

SOURCE: Trade Interviews, Canadean

Market Valuation & Pricing

AWAY FROM HOME

PACKAGED WATER PRICING STRUCTURE ESTIMATE

CARBONATES PRICING STRUCTURE ESTIMATE

JUICE & NECTARS PRICING STRUCTURE ESTIMATE

STILL DRINKS PRICING STRUCTURE ESTIMATE

Total Soft Drinks

- Iced/RTD Tea Drinks

- Spirits excluding FABs

Total Hot Beverages

Total Dairy Drinks

SOURCE: Trade Interviews, Canadean

Total Soft Drinks

- Iced/RTD Tea Drinks

- Spirits excluding FABs

Total Hot Beverages

Total Dairy Drinks

SOURCE: Trade Interviews, Canadean

Total Soft Drinks

- Iced/RTD Tea Drinks

- Spirits excluding FABs

Total Hot Beverages

Total Dairy Drinks

SOURCE: Trade Interviews, Canadean

Total Soft Drinks

- Iced/RTD Tea Drinks

- Spirits excluding FABs

Total Hot Beverages

Total Dairy Drinks

SOURCE: Trade Interviews, Canadean

Total Hot Beverages

Total Soft Drinks

- Iced/RTD Coffee Drinks

Total Dairy Drinks

- Cultured Dairy Drinks