We operate in the following established markets: Austria, Cyprus, Greece, Italy, Northern Ireland, Republic of Ireland and Switzerland.
These countries share a tradition of political and economic stability and similar economic features, not least, high levels of disposable income per capita. This prosperity and economic security supports the affordability of our products, notably our single-serve packages.
Established countries generally show high levels of consumer sophistication. There are signs of activities concentrating in the retail sector – a critical indication for future channel development. A shift in demand towards domestic consumption, reflecting a reduction in disposable income, further supports this trend. In this context, activation at final points of sale is a key focus for our marketing and sales efforts.
- 91m population in our established markets
- 7 countries
- 30% sales volume from our established markets in 2015
Established markets volume breakdown (2015)
- 43% - Italy
- 16% - Greece
- 14% - Austria
- 12% - Switzerland
- 12% - Republic of Ireland, Northern Ireland
- 3% - Cyprus
Since 2008, overall economic and trading conditions have gradually declined in Greece, the Republic of Ireland and, more recently, Italy. The continuing sovereign debt crisis in the European Union and Eurozone entailed undeniably sobering effects across established markets, punctuated by slowdowns and contractions in real GDP, low consumer confidence and surges in unemployment. This has led to a considerable decline in consumer demand across sectors.
Our approach in established markets
We’re concentrating on affordability, focusing on improving efficiency and developing our cost base with a wide range of optimisation and restructuring initiatives.
Coca‑Cola HBC sells our products through a combination of wholesalers and the Group’s direct delivery system. We are strategically rationalising our facilities through consolidation: relocating manufacturing lines and streamlining warehouses. The established markets that have principally benefited from such initiatives include the Republic of Ireland, Northern Ireland, Austria, Italy and Greece.
|Volume (million unit cases)||621||615||1|
|Net sales revenue (€ million)||2,486||2,449||1.5|
|Comparable EBIT (€ million)||199||147||35.5|
|Total taxes1 (€ million)||106||93||14|
|GDP per capita (US$)||35,282||40,354||-13|
|Bottling plants (number)||14||16||-13|
|Water footprint (billion litres)||5.3||5.3||0|
|Carbon emissions (tonnes)||125,859||156,572||-19|
|Safety rate (lost time accidents>1 day per 100 employees)||1.14||1.29||-1|
1 Total taxes include corporate income tax, withholding tax, deferred tax as well as social security costs and other taxes that are reflected as operating expenses; as per IFRS accounts
Source: The World Economic Outlook Database, International Monetary Fund, October 2015.
Northern Ireland data: NISRA (Northern Ireland Statistics and Research Agency), PWC economics consulting, Office for National Statistics, United Kingdom.
Italian data: Sicilian population excluded based on data from ISTAT (Italian National Institute of Statistics).
Percentage changes are calculated on precise numbers.
The US$ appreciated in 2015 with the average US$/Euro rate moving from 1.33 in 2014 to 1.11 in 2015.