The New Europe: Marketing Opportunities in the Enlarged EU

Euromonitor International, March 2007, Pages: 78

The New Europe" is the latest strategy briefing from Euromonitor International and provides in-depth analysis of marketing opportunities within the enlarged European community. The enlargement of the European community has given ten countries access to new flows of finance, inward investment and trade. This study examines the market potential of these countries
and identifies those that offer the most potential as consumer markets over the years ahead. A further raft of countries are also due to join shortly and their impact is also considered.

Why buy this report?
- Get a detailed picture of the enlarged European community and how this will impact consumer markets
- Pinpoint growth sectors and trends and identify factors driving change
- Use five-year forecasts to assess how the market is predicted to develop

1. EXECUTIVE SUMMARY 1
1.1 Demand Factors 1
Summary 1 SWOT Analysis of EU-8 and Newly Acceded Countries 2006 2
1.2 Consumer Market Trends 3
Chart 1 Sales by Market in New Europe and Newly Acceded Countries 2001/2006 4
1.3 Company Developments 5
1.4 Retail Developments 5
1.5 Outlook 6
Chart 2 Forecast Sales by Market in the New Europe and Newly Acceded Countries
2006/2011 7
2. Introduction and Overview 7
2.1 Definitions 7
2.2 Historical Development of the EU 8
Summary 2 Historical Development of the EU 1951-2007 9
2.3 EU Goals and Entry Criteria 9
2.4 Entry to the Euro-Zone 10
3. Socioeconomic Drivers 11
3.1 Economic Indicators 11
Table 1 GDP Growth in the EU 2000-2005 13
Chart 3 Total GDP in the EU-8 and Newly Acceded Countries 2005 14
Chart 4 Per Capita GDP in the EU-8 and Newly Acceded Countries 2005 14
Chart 5 Inflation Rate 2005 15
Chart 6 General Government Budget Surplus/Deficit as a % of GDP 2005 16
3.2 Income and Expenditure 16
Table 2 Per Capita Disposable Income in the EU 2000-2005 17
Table 3 Total Consumer Expenditure in the EU 2000-2005 18
3.3 Demographic Factors 18
Table 4 EU Populations 2000-2005 20
3.4 Migration 20
Chart 7 Net Migration in the EU 2005 21
3.5 Trade and Agriculture 21
4. Consumer Market Opportunities 23
4.1 Packaged Foods 23
Table 5 Sales of Packaged Foods by Country Group 2001/2006 25
Table 6 Sales of Packaged Food by Country 2001/2006 25
4.2 Alcoholic Drinks 25
Table 7 Sales of Alcoholic Drinks by Country Group 2001/2006 28
Table 8 Sales of Alcoholic Drinks by Country 2001/2006 28
4.3 Soft Drinks 28
Table 9 Sales of Soft Drinks by Country Group 2001/2006 30
Table 10 Sales of Soft Drinks by Country 2001/2006 30
4.4 Cosmetics and Toiletries 30
Table 11 Sales of Cosmetics and Toiletries by Country Group 2001/2006 31
Table 12 Sales of Cosmetics and Toiletries by Country 2001/2006 32
4.5 OTC Products 32
Table 13 Sales of OTC Products by Country Group 2001/2006 33
Table 14 Sales of OTC Products by Country 2001/2006 33
4.6 Consumer Foodservice 34
Table 15 Sales of Consumer Foodservice by Country Group 2001/2006 36
Table 16 Sales of Consumer Foodservice by Country 2001/2006 37
5. Company Developments 37
5.1 Packaged Food Companies 37
Table 17 Packaged Food: Shares of Key International Players in Selected Markets
2005 38
5.2 Cosmetics and Toiletries Companies 39
Table 18 Cosmetics and Toiletries: Shares of Key International Players in Selected
Markets 2005 40
5.3 OTC Companies 40
Table 19 OTC: Shares of Key International Players in Selected Markets 2005 41
6. Retailing Developments 41
6.1 Food Retailing Trends 41
Chart 8 Food Sales by Channel in the Old Europe 2005 43
Chart 9 Food Sales by Channel in the New Europe 2005 43
Chart 10 Food Sales by Channel in the Newly Acceded Countries 2005 44
6.2 Non-food Retailing Trends 44
6.3 Retailer Developments 45
Table 20 Retailers’ Market Shares in Selected Markets 2005 46
Table 21 Grocery Retailers’ Market Shares in Selected Markets 2005 46
Summary 3 Tesco: Development in Selected EU-8 Markets 2005 47
6.4 Private Label Trends 47
6.5 Trends in Internet Retailing 48
Table 22 Number of Internet Users by Country 2000-2005 50
7. Market Snapshots 50
7.1 Czech Republic 50
Summary 4 Czech Republic: Key Facts 2007 50
Table 23 Czech Republic: Economic Indicators 2000-2005 51
Chart 11 Czech Republic: Sales in Selected Markets 2001/2006 52
7.2 Estonia 52
Summary 5 Estonia: Key Facts 52
Table 24 Estonia: Economic Indicators 2000-2005 53
Chart 12 Estonia: Sales in Selected Markets 2001/2006 54
7.3 Hungary 54
Summary 6 Hungary: Key Facts 54
Table 25 Hungary: Economic Indicators 2000-2005 55
Chart 13 Hungary: Sales in Selected Markets 2001/2006 56
7.4 Latvia 56
Summary 7 Latvia: Key Facts 56
Table 26 Latvia: Economic Indicators 2000-2005 57
Chart 14 Latvia: Sales in Selected Markets 2001/2006 58
7.5 Lithuania 58
Summary 8 Lithuania: Key Facts 58
Table 27 Lithuania: Economic Indicators 2000-2005 59
Chart 15 Lithuania: Sales in Selected Markets 2001/2006 60
7.6 Poland 60
Summary 9 Poland: Key Facts 60
Table 28 Poland: Economic Indicators 2000-2005 61
Chart 16 Poland: Sales in Selected Markets 2001/2006 .62
7.7 Slovakia 62
Summary 10 Slovakia: Key Facts 62
Table 29 Slovakia: Economic Indicators 2000-2005 63
Chart 17 Slovakia: Sales in Selected Markets 2001/2006 64
7.8 Slovenia 65
Summary 11 Slovenia: Key Facts 65
Table 30 Slovenia: Economic Indicators 2000-2005 65
Chart 18 Slovenia: Sales in Selected Markets 2001/2006 66
8. Future Outlook 67
8.1 Future Enlargement of the EU 67
Summary 12 Potential EU Enlargement 68
8.2 Economic Outlook 68
Table 31 Forecast GDP Growth in EU-8 and Newly Acceded Countries 2006-2010 70
8.3 Retail Outlook 70
8.4 Market Trends and Forecasts 71
Table 32 Forecast Sales of Selected Markets in the New Europe and Newly Acceded
Countries 2006-2011 72
8.5 Sector Forecasts 72
Table 33 Forecast Shares of Packaged Foods by Country Group 2001/2006/2011 73
Table 34 Forecast Sales of Packaged Foods by Country 2006-2011 73
Table 35 Forecast Shares of Alcoholic Drinks by Country Group 2001/2006/2011 74
Table 36 Forecast Sales of Alcoholic Drinks 2006-2011 74
Table 37 Forecast Shares of Soft Drinks by Country Group 2001/2006/2011 75
Table 38 Forecast Sales of Soft Drinks 2006-2011 75
Table 39 Forecast Shares of Cosmetics and Toiletries by Country Group
2001/2006/2011 76
Table 40 Forecast Sales of Cosmetics and Toiletries by Country 2006-2011 77
Table 41 Forecast Shares of OTC Products by Country Group 2001/2006/2011 77
Table 42 Forecast Sales of OTC Products by Country 2006-2011 78

Extract:

- The so-called EU-8 (Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Slovakia and Slovenia), which joined the EU in May 2004, offer significant growth opportunities for companies faced with stagnating sales in Western Europe and North America.
- The newly acceded countries – Bulgaria and Romania – which joined on 1 January 2007, are less developed than the EU-8 but offer plenty of long-term growth potential.
- The main goals of the EU are to lower trade barriers, adopt a common currency, and move towards convergence of living standards. So far, however, among the EU-8 only Slovenia has adopted the euro.

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