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Soft Drinks (Carbonated & Concentrated) Market Report
Key Note Publications Ltd, Feb 2011, Pages: 102
Concentrated and carbonated drinks, colloquially known as ‘squash’ and ‘fizzy’ drinks respectively, account for over two-thirds of the overall soft drinks market in terms of market value and volume. The carbonated soft drinks market is the larger of the two market sectors in the report owing to the dominance of cola in the overall market.
Overall sales of carbonates and concentrates were worth £8.32bn in 2009, a rise from a total of £7.61bn in 2006. This increase in market value has been driven by an array of extremely well-established brands — major companies that have ensured steady growth.
Coca-Cola and Pepsi lead the market, both in terms of volume produced and market value. Their manufacturers, Coca-Cola Enterprises and Britvic respectively, also have a host of additional well-established brands — such as Fanta, Sprite, Robinsons and Schweppes — and therefore a strong hold on the market. However, a number of other companies, such as AG Barr, are also flourishing.
One of the biggest challenges facing the industry is concern relating to public health. Some drinks are considered unhealthy because they contain high levels of sugar, flavourings and additives. Drinks manufacturers are combating concerns by offering consumers ‘diet’ or ‘healthy’ versions of existing brand names — so far, this tactic seems to be succeeding as sales levels have remained high.
The distribution channels for the industry are well established, and divided into the take-home and on-trade (bars, restaurants, etc.) markets. The on-trade market has historically been the most lucrative for the industry, but the take-home market has long been increasing in popularity; it could become the popular distribution channel in coming years.
The future is features a wide array of challenges for soft drinks manufacturers. It is important that they maintain levels of innovation, purvey a positive and healthy brand image, and offer unique and appealing packaging. In the period between 2011 and 2015, the market value of concentrated and carbonated soft drinks is forecasted to grow in value by 11.1%
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