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Markets of the Future in Myanmar

  • June 2014
  • -
  • Euromonitor International
  • -
  • 132 pages

EXECUTIVE SUMMARY
Euromonitor International identifies Myanmar as one of the 20 Markets of the Future that will offer the most opportunities for consumer goods companies globally. The country is one of the fastest growing and most promising economies in Asia Pacific; however, market intelligence is extremely limited in this part of the world and the business environment is complicated. Based on in-depth local research, store checks and interviews with key market players and consumers, for the first time Euromonitor

International aims at providing extensive assessment of Myanmar’s major consumer industries.
This report offers the world’s most comprehensive market size and brand share data for all major consumer markets, complemented by analysis of Myanmar’s business environment, economic and demographic situation, infrastructure, communications and consumer lifestyles. Data and market analysis will advance your knowledge of the country and its competitive environment, ensuring accurate and focused strategies for your business. With over 50 consumer categories covered, the report will provide a full picture of Myanmar consumers and will enable the pinpointing of market opportunities.

Last Economic Frontier in Asia
Myanmar’s economic development was marked by long-lasted economic stagnation in the past. However, since 2008, the country has engaged in economic liberalisation and a democratisation process that has spurred economic growth of the country. Myanmar is identified as the last economic frontier in Asia with significant growth potential. Real annual GDP growth in Myanmar stood at 6% on average over 2009-2013. The country also provides substantial growth opportunities in the future, and it is anticipated that real annual GDP growth will stand at 8% between 2013 and 2018. Number of middle class consumers in Myanmar is also expected to double by 2020.

Natural Resources to Boost Country’s Development
Myanmar is rich in natural resources, such as gas, oil, gems, zinc and copper. The country is also rich in timber and has huge potential for hydropower energy sector development. Lifting of international economic sanctions and liberalisation of foreign trade and investment rules are anticipated to boost energy, mining and oil industries in the country. Each year the government holds mining auctions that bring US$1-2 billion per year, and this revenue could contribute significantly to the development of the country in a relatively short period of time.

Young and Growing Population is Set to Reach 56 Million by 2020
Myanmar has one of the largest populations in Southeast Asia, estimated at more than 53 million people in 2013. The mean age of the population was 30 years, below the Asia Pacific average. It is anticipated that the number of people in Myanmar will reach 56 million by 2020. Although the majority of the population lives in rural areas, economic growth is expected to drive further urbanisation in the future.

All Consumer Markets Booming
Over the 2009-2013 period, all consumer goods categories in Myanmar recorded significant growth. Packaged food sales experienced a 12% CAGR to reach a market value of US$1.6 billion in 2013. Canned/preserved food and baby food were the most dynamic packaged food categories, recording CAGRs of 24% and 22%, respectively, between 2009 and 2013. Overall packaged food sales are anticipated to register a CAGR of 15% between 2014 and 2018.
Soft drinks experienced a CAGR of 18% in value terms over 2009-2013 reaching a market value of US$264 million in the latter year. Juice (CAGR 23%) and carbonates (CAGR 14%) were the two largest soft drinks categories, amounting to US$102 million and US$100 million, respectively, in 2013. Value sales of soft drinks are anticipated to grow at a CAGR of 23% over 2014-2018.

Middle Class Bolsters Demand for Non-essential Products
Growing middle class and increasing consumer sophistication also bolstered sales of non-essential products, such as beauty and personal care, tissue and hygiene and home care products. Beauty and personal care reached a market value of US$318 million in 2013, after growing at a CAGR of 14% since 2009. Tissue and hygiene grew at a CAGR 12% and reached a market value of US$159 million in 2013. Home care reached a market value of US$153 million, after registering a CAGR of 11% over 2009-2013.

Complicated Business Environment is Set to Improve
Even though the situation is improving, complicated investment rules and a difficult business environment remain among the main drawbacks in Myanmar. As a result, the country has been ranked as one of the least attractive places worldwide to do business. Lack of clear trade and investment rules, corruption, high government influence on the economy and undeveloped capital markets are the main problems that companies faces in Myanmar. Nevertheless, the country is implementing economic reforms and liberalisation of the market. Myanmar is also expected to join the ASEAN Economic Community in 2015, which will eliminate many trade and investment restrictions.

Infrastructure Constraints Set to be Eliminated
Undeveloped transport infrastructure and constraints in electricity supply are among the hurdles that companies operating in Myanmar face. However, the situation is improving. The country’s authorities are creating a network of international highways to boost regional cooperation, and Myanmar could become a land bridge between Southeast Asia and mainland Asia. In addition, a new sea port, supported in part by private investment, has been built near Yangon, in order to handle growing flows of international trade. The Ministry of Electric Power has also identified 300 locations for the construction of new hydropower plants, which are anticipated to solve electricity shortage in the country.

Supply-driven Market Provides Growth Opportunities for Retailers
Due to high import duties, infrastructure constraints and an undeveloped supply chain, Myanmar is a supply-driven market, as consumer demand for goods outstrips supply. Modern retail in Myanmar is also in the development stage, and traditional markets account for 90% of retail sales. However, the situation is improving rapidly. Modern retailers have aggressive plans to expand in second-tier cities in Myanmar, and major players in Myanmar’s modern retail sector have plans to develop consumer goods logistics and distribution networks across the country. The number of potential consumers is also expected to increase, and consumer expenditure is anticipated to triple over the next 10 years.

Table Of Contents

Markets of the Future in Myanmar
Table of Contents
EXECUTIVE SUMMARY
Last Economic Frontier in Asia
Natural Resources to Boost Country's Development
Young and Growing Population is Set to Reach 56 Million by 2020
All Consumer Markets Booming
Middle Class Bolsters Demand for Non-essential Products
Complicated Business Environment is Set to Improve
Infrastructure Constraints Set to be Eliminated
Supply-driven Market Provides Growth Opportunities for Retailers
Key Facts

- Table 1 Key Indicators 2013

- Table 2 Key Market Background Forecasts 2013-2020

- Table 3 Consumer Markets Forecasts 2013-2018

COUNTRY BACKGROUND
Geography
- Chart 1 Location of Myanmar

Regions

- Table 4 Regional Statistics: Population, Literacy, Access to Drinkable Water and Electricity 2010

- Chart 2 Regional Map of Myanmar

Cities

Geography Sources

Government
Government Sources

Economy
- Table 5 Economic Indicators 2009-2013

- Chart 3 Real GDP Growth Myanmar vs Asia Pacific 2009-2020

Economic Outlook

- Table 6 Economic Forecasts 2014-2018

Foreign Trade

- Table 7 Top 10 Export Partners 2009-2012

- Table 8 Top 10 Import Partners 2009-2012

Economy Sources

Business Environment
- Chart 4 Base Monthly Salary of Workers in Asia Pacific Region 2013

- Table 9 Business Environment Indicators 2013

- Table 10 Foreign Direct Investment 2009-2013

- Chart 5 Cumulative FDI by Country of Origin (% total FDI) 2012

- Chart 6 Cumulative FDI by Economic Activity (% total FDI) 2012

Market Entry

Business Environment Sources

Demography
Population

- Table 11 Main Population Indicators 2009-2013

- Table 12 Forecasts for Main Population Indicators 2009-2013

- Table 13 Population Structure by Age 2009-2013

- Table 14 Population Structure by Gender 2009-2013

- Table 15 Population Structure by Urban vs Rural 2009-2013

Households

- Table 16 Main Household Indicators 2009-2013

- Table 17 Forecasts for Main Household Indicators 2013-2020

Demography Sources

Consumer Trends
Consumer Income

- Chart 7 Gross National Income (GNI): Myanmar and Asia Pacific Countries 2013, US$ per Capita

- Table 18 Income Statistics 2009-2013

- Chart 8 Average Household Income by Region 2013

- Chart 9 Population at Risk of Poverty by Region 2010

Consumer Spending

- Chart 10 Private Final Consumption Expenditure: Myanmar and Asia Pacific

- Table 19 Consumer Spending Structure 2013

Personal Finance

Consumer Foodservice

Leisure

Health

- Chart 11 Number of Doctors per 10,000 Population 2010

Literacy and Education

Consumer Trends Sources

Energy and Environment
Energy and Environment Sources

Retailing
- Chart 12 Street View Near Supermarket in Yangon

- Chart 13 Ocean Supermarket in Yangon

- Chart 14 City Mart Supermarket in Yangon

- Chart 15 Sein Gay Har Supermarket in Yangon

Retailing Sources

Communications and Technology
Telephony

Internet

Television

- Table 20 Communications 2009-2012

Communications and Technology Sources

Transportation
- Table 21 Road Infrastructure 2013

- Table 22 Quality of Infrastructure by Country Ranking 2013

Transportation Sources

Tourism
- Table 23 Arrivals 2009-2013

- Table 24 Departures 2009-2013

Tourism Sources

CONSUMER MARKETS
Packaged Food
- Table 25 Sales of Packaged Food by Category: Value 2009-2013

- Table 26 Forecast Sales of Packaged Food by Category: Value 2013-2018

Baby Food

- Table 27 Sales of Baby Food: Value 2009-2013

- Table 28 Baby Food Market Value Shares by Brand 2013

- Table 29 Forecast Sales of Baby Food: Value 2013-2018

Bakery

- Table 30 Sales of Bakery: Value 2009-2013

- Table 31 Bakery Market Value Shares by Brand 2013

- Table 32 Forecast Sales of Bakery: Value 2013-2018

Canned/Preserved Food

- Table 33 Sales of Canned/Preserved Food: Value 2009-2013

- Table 34 Canned/Preserved Food Market Value Shares by Brand 2013

- Table 35 Forecast Sales of Canned/Preserved Food: Value 2013-2018

Confectionery

- Table 36 Sales of Confectionery: Value 2009-2013

- Table 37 Confectionery Market Value Shares by Brand 2013

- Table 38 Forecast Sales of Confectionery: Value 2013-2018

Dairy

- Table 39 Sales of Dairy: Value 2009-2013

- Table 40 Dairy Market Value Shares by Brand 2013

- Table 41 Forecast Sales of Dairy: Value 2013-2018

- Chart 16 Ngwe Sin Pearl Milk

Dried Processed Food

- Table 42 Sales of Dried Processed Food: Value 2009-2013

- Table 43 Dried Processed Food Market Value Shares by Brand 2013

- Table 44 Forecast Sales of Dried Processed Food: Value 2013-2018

Frozen and Chilled Processed Food

- Table 45 Sales of Frozen and Chilled Processed Food: Value 2009-2013

- Table 46 Frozen and Chilled Processed Food Market Value Shares by Brand 2013

- Table 47 Forecast Sales of Frozen and Chilled Processed Food: Value 2013-2018

Ice Cream

- Table 48 Sales of Ice Cream: Value 2009-2013

- Table 49 Ice Cream Market Value Shares by Brand 2013

- Table 50 Forecast Sales of Ice Cream: Value 2013-2018

Noodles and Pasta

- Table 51 Sales of Noodles and Pasta: Value 2009-2013

- Table 52 Noodles and Pasta Market Value Shares by Brand 2013

- Table 53 Forecast Sales of Noodles and Pasta: Value 2013-2018

Oils and Fats

- Table 54 Sales of Oils and Fats: Value 2009-2013

- Table 55 Oils and Fats Market Value Shares by Brand 2013

- Table 56 Forecast Sales of Oils and Fats: Value 2013-2018

Sauces, Dressings and Condiments

- Table 57 Sales of Sauces, Dressings and Condiments: Value 2009-2013

- Table 58 Sauces, Dressings and Condiments Market Value Shares by Brand 2013

- Table 59 Forecast Sales of Sauces, Dressings and Condiments: Value 2013-2018

Soup

- Table 60 Sales of Soup: Value 2009-2013

- Table 61 Soup Market Value Shares by Brand 2013

- Table 62 Forecast Sales of Soup: Value 2013-2018

Spreads

- Table 63 Sales of Spreads: Value 2009-2013

- Table 64 Spreads Market Value Shares by Brand 2013

- Table 65 Forecast Sales of Spreads: Value 2013-2018

Sweet and Savoury Snacks

- Table 66 Sales of Sweet and Savoury Snacks: Value 2009-2013

- Table 67 Sweet and Savoury Snacks Market Value Shares by Brand 2013

- Table 68 Forecast Sales of Sweet and Savoury Snacks: Value 2013-2018

Packaged Food Sources

Soft Drinks
- Table 69 Sales of Soft Drinks by Category: Volume 2009-2013

- Table 70 Sales of Soft Drinks by Category: Value 2009-2013

- Table 71 Forecast Sales of Soft Drinks by Category: Volume 2013-2018

- Table 72 Forecast Sales of Soft Drinks by Category: Value 2013-2018

Bottled Water

- Table 73 Sales of Bottled Water: Value and Volume 2009-2013

- Table 74 Bottled Water Market Volume Shares by Brand 2013

- Table 75 Average Prices of Bottled Water in Yangon 2013

- Table 76 Forecast Sales of Bottled Water: Volume and Value 2013-2018

- Chart 17 Alpine Bottled Water

Carbonates

- Table 77 Sales of Carbonates: Value and Volume 2009-2013

- Table 78 Carbonates Market Volume Shares by Brand 2013

- Table 79 Average Prices of Carbonates in Yangon 2013

- Table 80 Forecast Sales of Carbonates: Volume and Value 2013-2018

Concentrates

- Table 81 Sales of Concentrates: Value 2009-2013

- Table 82 Concentrates Market Value Shares by Brand 2013

- Table 83 Forecast Sales of Concentrates: Value 2013-2018

Juice

- Table 84 Sales of Juice: Value and Volume 2009-2013

- Table 85 Juice Market Volume Shares by Brand 2013

- Table 86 Average Prices of Juice in Yangon 2013

- Table 87 Forecast Sales of Juice: Volume and Value 2013-2018

RTD Coffee and Tea

- Table 88 Sales of RTD Coffee and Tea: Value and Volume 2009-2013

- Table 89 RTD Coffee and Tea Market Volume Shares by Brand 2013

- Table 90 Average Prices of RTD Coffee and Tea in Yangon 2013

- Table 91 Forecast Sales of RTD Coffee and Tea: Volume and Value 2013-2018

Sports and Energy Drinks

- Table 92 Sales of Sports and Energy Drinks: Value and Volume 2009-2013

- Table 93 Sports and Energy Drinks Market Volume Shares by Brand 2013

- Table 94 Average Prices of Sports and Energy Drinks in Yangon 2013

- Table 95 Forecast Sales of Sports and Energy Drinks: Volume and Value 2013-2018

Soft Drinks Sources

Hot Drinks
- Table 96 Sales of Hot Drinks by Category: Volume 2009-2013

- Table 97 Sales of Hot Drinks by Category: Value 2009-2013

- Table 98 Forecast Sales of Hot Drinks by Category: Volume 2013-2018

- Table 99 Forecast Sales of Hot Drinks by Category: Value 2013-2018

Coffee

- Table 100 Sales of Coffee: Value and Volume 2009-2013

- Table 101 Coffee Market Volume Shares by Brand 2013

- Table 102 Average Prices of Coffee in Yangon 2013

- Table 103 Forecast Sales of Coffee: Volume and Value 2013-2018

Tea

- Table 104 Sales of Tea: Value and Volume 2009-2013

- Table 105 Tea Market Volume Shares by Brand 2013

- Table 106 Average Prices of Tea in Yangon 2013

- Table 107 Forecast Sales of Tea: Volume and Value 2013-2018

Hot Drinks Sources

Alcoholic Drinks
- Table 108 Sales of Alcoholic Drinks by Category: Volume 2009-2013

- Table 109 Sales of Alcoholic Drinks by Category: Value 2009-2013

- Table 110 Forecast Sales of Alcoholic Drinks by Category: Volume 2013-2018

- Table 111 Forecast Sales of Alcoholic Drinks by Category: Value 2013-2018

Beer

- Table 112 Sales of Beer: Value and Volume 2009-2013

- Table 113 Beer Market Volume Shares by Brand 2013

- Table 114 Average Prices of Beer in Yangon 2013

- Table 115 Forecast Sales of Beer: Volume and Value 2013-2018

- Chart 18 Dagon Beer for the Army

Wine

- Table 116 Sales of Wine: Volume and Value 2009-2013

- Table 117 Wine Market Volume Shares by Brand 2013

- Table 118 Average Prices of Wine in Yangon 2013

- Table 119 Forecast Sales of Wine: Volume and Value 2013-2018

- Chart 19 Aythaya Wine

- Chart 20 Thomas Barton Wine

Spirits

- Table 120 Sales of Spirits: Volume and Value 2009-2013

- Table 121 Spirits Market Volume Shares by Brand 2013

- Table 122 Average Prices of Spirits in Yangon 2013

- Table 123 Forecast Sales of Spirits: Volume and Value 2013-2018

- Chart 21 Grand Royal Whisky

RTDs/High-Strength Premixes

- Table 124 Sales of RTDs/High-Strength Premixes: Volume and Value 2009-2013

- Table 125 RTDs/High-Strength Premixes Market Volume Shares by Brand 2013

- Table 126 Average Prices of RTDs/High-Strength Premixes in Yangon 2013

- Table 127 Forecast Sales of RTDs/High-Strength Premixes: Volume and Value 2013-2018

Alcoholic Drinks Sources

Tobacco
- Table 128 Sales of Tobacco by Category: Value 2009-2013

- Table 129 Forecast Sales of Tobacco by Category: Value 2013-2018

- Chart 22 Cheroots in a Traditional Market

Cigarettes

- Table 130 Sales of Cigarettes: Value and Volume 2009-2013

- Table 131 Cigarettes Market Volume Shares by Brand 2013

- Table 132 Average Prices of Cigarettes in Yangon 2013

- Table 133 Forecast Sales of Cigarettes: Volume and Value 2013-2018

Tobacco Sources

Beauty and Personal Care

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