Australia Beverage Industry

3. What is the current life-cycle position of the industry?

 Non-alcoholic beverage

The non-alcoholic beverage manufacturing industry is at the growth to maturity stage of its life cycle. This was evidenced by medium growth rate of revenue in the industry as shown in Table 4. Between 2003 and 2009, the revenue has increased by 45.1% from $7199m to $10449m (an average of 7.5% per annum). The medium average growth (6.79% p.a.) in consumption from 179.7 litre per capita in 2005 to 228.5 litres per capita in 2009 further supports that the industry is at growth to maturity stage. Finally, market segmentation has changed from declining consumption of CSDs to rising consumption of other beverages that are considered as healthy.

 Bottled Water

The bottled water industry is at the growth stage of its life cycle. This is demonstrated by the high average growth rate of bottled water revenue; increase in average price per litre in Table 4; and the high consumption growth and increase in per capita consumption