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Global Soft Drinks in 2022: Alternative Approaches to Sugar Reduction

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  • 30 Pages
  • May 2022
  • Region: Global
  • Euromonitor International
  • ID: 5567226
Taxation on sugar-sweetened beverages in key markets, coupled with changing consumers tastes and attitudes to nutrition are beginning to address the question of sugar content in the industry. This report explores alternative sugar control strategies in global markets, ranging from advertising restrictions to warning labels on packaging. The changing channel landscape and occasions for beverages - particularly more at-home consumption - could also have an impact on sugar consumption from drinks.

The Global Soft Drinks in 2022: Alternative Approaches to Sugar Reduction global briefing offers an insight into to the size and shape of the Soft Drinks market, highlights buzz topics, emerging geographies, categories and trends as well as pressing industry issues and white spaces. It identifies the leading companies and brands, offers strategic analysis of key factors influencing the market - be they new product developments, packaging innovations, economic/lifestyle influences, distribution or pricing issues. Forecasts illustrate how the market is set to change and criteria for success. The analysis can focus on value and volume for both off trade and on trade.

Key Findings

Changing consumer preferences and tax regimes are contributing to declines in sugar consumption and growth in reduced sugar drinks

Consumer awareness of the high sugar content of many soft drinks (and the negative health impact of excessive sugar consumption) continues to grow and shape the global industry outlook. In 2022, over 50 countries and many more local or regional authorities have implemented taxes on the production, distribution or sale of sugar-sweetened beverages. Suppliers have responded by reformulating existing brands and introducing no or low sugar alternative products, contributing to a reduction in the global sugar consumed from soft drinks over the last five years.

New efforts to reduce sugar-sweetened beverage sales will likely focus on restricting marketing, merchandising and packaging

As a result of the global COVID-19 pandemic, consumers remain closely focused on issues of health and nutrition, while global public health regulators potentially emerge empowered to introduce new or enhanced controls on sugar consumption from food and beverages. While tax legislation on sugar-sweetened beverages (SSB) have attracted the most attention to date, this report explores the alternative options, including restrictions on the sale of SSBs to certain age groups, channel prohibitions and enforced changes to beverage packaging and marketing.

The changing channel landscape for beverages could also impact sugar and nutrition, as more occasions move into the home

Another long-term consequence of the pandemic on the industry has been a radically different channel landscape, with far more beverage occasions expected to take place inside the home. This aligns with industry sustainability objectives. Less packaging - or package-free beverage products - could also yield less sugar per beverage serving because investment in home carbonation systems and water purification systems are likely to reflect and accelerate long-term consumer trends in packaged drinks: far more water (plain, sparkling or flavoured), alongside coffee and tea.

Product Coverage: Asian Speciality Drinks, Bottled Water, Carbonates, Concentrates, Energy Drinks, Juice, RTD Coffee, RTD Tea, Sports Drinks.

Data Coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Soft Drinks market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

  • Scope
  • What is this report about?
Moving the Needle on Sugar Consumption
  • Is the soft drinks industry finally moving the needle on sugar?
  • Several factors have yielded declines in estimated sugar from retail soft drinks globally
  • Consumer sugar avoidance in beverages is growing - and is higher than foods
  • Action in 2021/2022: Poland and Spain push forward new tax increases on SSBs
  • Sugar reduction and the post-pandemic consumer
  • What do we mean by tax alternatives?
Limiting Access and Visibility to Sugar-Sweetened Beverages
  • Legislation limiting access to sugar moves ahead , beginning in Oaxaca
  • Is self-regulation enough to limit access to sugar-sweetened drinks?
  • 2022: more restrictions across institutional channels, workplaces and foodservice menus
  • Future channel restrictions modelled on tobacco and alcohol industries
  • Restricting the public profile of beverage brands via event marketing and sponsorship
Warning Labels and Plain Packaging
  • Nutrition-specific labels vs indicator-based labels to inform consumers
  • Stop sign front labelling is used as a model for Latin America, although impact is mixed
  • The role of embedded brand equity in a plain packaging world
  • Tobacco’s plain packaging and health warnings: a model for the future?
  • Quantifying the impact of plain packaging on beverage category value
  • Smaller portions, smaller package sizes and higher margins
Sugar Reduction Through Package-Free and Functional Occasions
  • Growth in countertop beverage preparation could also yield declines in sugar per serving
  • As functionality replaces refreshment, sugar may no longer be the most important ingredient
  • The role of sugar in soft drinks will change with the consumer’s mission