ANNUAL REPORT 2008 - Eckes-Granini Group
ANNUAL REPORT 2008 - Eckes-Granini Group
ANNUAL REPORT 2008 - Eckes-Granini Group
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“<br />
I feel proud to work<br />
for <strong>Eckes</strong>-<strong>Granini</strong> –<br />
a leading European<br />
fruit beverages company.<br />
Vidas Komparskas<br />
| Baltic States |<br />
UAB ELMENHORSTER VILNIUS * :<br />
”<br />
MARkET LEAD IN LITHUANIA MAINTAINED<br />
Volume sales remained stable overall in the Lithuanian<br />
fruit beverage market in <strong>2008</strong>, despite a significant<br />
decline toward the end of the year (-13 %). The value<br />
of sales rose by 9.8 %, however. **<br />
UAB Elmenhorster Vilnius * held its market lead in this<br />
business environment with a value-based market share<br />
of 18.1 % ** despite market share losses during the<br />
first six months of <strong>2008</strong>.<br />
The installation of a 1.0-litre Tetra Prisma carton filling<br />
line and a 2.0-litre SIG Combiblock line now enable<br />
the production facility in Vilnius to keep pace with<br />
current market developments.<br />
The product portfolio of the Elmenhorster brand was<br />
extended and optimized through the addition of new,<br />
attractive varieties. The company opened the year<br />
<strong>2008</strong> with a relaunch of the 1.0-litre basic range in<br />
the new Tetra Prisma carton and a new design. Two<br />
new varieties – cherry and grapefruit – were also<br />
introduced during the year.<br />
Sustained advertising support focused largely on<br />
TV commercials was provided primarily for the<br />
Elmenhorster basic range.<br />
Estonia and Latvia: Substantial growth<br />
The strong growth trend of the preceding year in the<br />
overall market for fruit beverages came to an end in<br />
Estonia as well – the result of volume declines toward<br />
the end of <strong>2008</strong>.<br />
The national organizations managed by <strong>Eckes</strong>-<strong>Granini</strong><br />
Nordic recorded solid double-digit volume sales gains.<br />
This provided the foundation for a marked improvement<br />
in value-based market share in Estonia to 8.4 % ** .<br />
The most important growth driver in Estonia was the<br />
Marli brand. The 2.0-litre carton, the most popular<br />
packaging unit, appeared in a new design, and a new<br />
1.0-litre range in cartons was introduced during the<br />
year. The Marli brand also received advertising support<br />
in <strong>2008</strong>.<br />
The positive performance trend in Latvia was driven<br />
primarily by the Elmenhorster brand, which recorded<br />
significant growth.<br />
| * UAB Elmenhorster Vilnius was officially renamed UAB<br />
<strong>Eckes</strong>-<strong>Granini</strong> Lietuva effective March 19, 2009.<br />
| ** Market data for the retail food trade<br />
Baltic States<br />
31
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