Soft Drinks in the Philippines
Euromonitor International's Soft Drinks in the Philippines market report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and 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.
Buy online to access strategic market analysis and an interactive statistical database of volume and value market sizes including on-trade and off-trade, company and brand shares, distribution and pricing data.
Tables: 153 | Publication date: May 2008
Why buy this report
- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Product coverage
Asian speciality drinks; Bottled water; Carbonates; Concentrates; Fruit/vegetable juice; Functional drinks; RTD coffee; RTD tea
Executive summary
Health concerns help boost value sales
The growing propagation that essential nutrients and vitamins can be acquired by drinking certain value added soft drinks, as publicised by companies and supported by medical research, helped drive sales in 2007, both in volume and value terms. This, in tandem with the associated rise in awareness of health and wellness issues and superior food ingredients, is prompting growth in soft drinks categories such as fruit/vegetable juice, RTD tea, sports drinks and energy drinks.
Green tea continues to shine, recording yet another year of high growth
RTD tea spectacularly recorded yet another year of high growth. Green tea has captured the loyalty of health-conscious Filipinos with its invigorating and rejuvenating effects. Universal Robina Corp benefited the most from this trend, capturing more than half of sales in RTD tea with its C2 Cool & Clean brand. Company innovations, in terms of products, packaging and promotion, such as the introduction of fruit-laden flavours, the launch of one litre bottles and the sponsorship of health and fitness enhancing events all added to the phenomenal success of green tea.
Bottled water tramples carbonates anew as the largest volume category
Bottled water posted the highest volume sales in the soft drinks market in the Philippines, for the second time since 2006, when it grabbed the leadership from long-time leader, carbonates. This development was due to the preference for healthier beverages over carbonates, after consumers gained awareness of the health hazards of artificial flavourings and sweeteners thanks to massive dissemination of information through formal media such as magazines, newspaper articles, radio and television programmes. Informal channels such as word of mouth recommendations from peers and health practitioners also played a part. Manufacturers of health-promoting beverages heightened consumers’ dislike of unnatural flavours by pushing lifestyle-change campaigns, such as the “C2 Life” campaign from Universal Robina Corp.
Low calorie cola carbonates finds a niche in the soft drinks market
Despite dwindling sales of carbonates, an important development has provided a window of opportunity for carbonates manufacturers, as consumers begin to be interested in low calorie cola carbonates such as Pepsi Max and Coke Zero. This category saw the highest double-digit growth in carbonates, and is also predicted to post strong growth figures in the forecast period. Cola companies are expected to capitalise on this development through intense advertising and timely product innovation, such as additional flavours, to excite the tastes of cola lovers.
Manufacturers to invest more in non-carbonated soft drinks in the next five years
Sales of soft drinks in the Philippines are expected to grow by a CAGR of 6% in volume terms in the forecast period, with the strongest growth coming from functional drinks, RTD tea and Asian specialty drinks, in line with developments towards healthier beverages globally. In an acknowledgement of this forecast period growth trend, San Miguel Corp sold its share in Coca-Cola Bottlers Philippines Inc to achieve more flexibility in its product offering, specifically to invest in non-carbonated beverages such as its Magnolia Health Tea and Magnolia Juice Drinks brands.
Table of contents
SOFT DRINKS IN THE PHILIPPINES : MARKET INSIGHT
EXECUTIVE SUMMARY
Health concerns help boost value sales
Green tea continues to shine, recording yet another year of high growth
Bottled water tramples carbonates anew as the largest volume category
Low calorie cola carbonates finds a niche in the soft drinks market
Manufacturers to invest more in non-carbonated soft drinks in the next five years
KEY TRENDS AND DEVELOPMENTS
Higher GDP growth, lower inflation
Rising health-consciousness and fitness trend
After taste, strategic packaging, flavour and ingredients are key sales considerations
Filipino soft drinks companies go international by pursuing expansion
Use of sports as marketing tool
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2002-2007
Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2002-2007
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2002-2007
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2002-2007
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Sector: % Volume 2007
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Sector: Value 2007
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Sector: % Value 2007
Table 9 Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2002-2007
Table 10 Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2002-2007
Table 11 Off-trade Sales of Soft Drinks by Sector: Value 2002-2007
Table 12 Off-trade Sales of Soft Drinks by Sector: % Value Growth 2002-2007
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2003-2007
Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2004-2007
Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2003-2007
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2004-2007
Table 17 Company Shares of Off-trade Soft Drinks by Value 2003-2007
Table 18 Brand Shares of Off-trade Soft Drinks by Value 2004-2007
Table 19 Off-trade Sales of Soft Drinks by Sector and Distribution Format: % Analysis 2007
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume 2007-2012
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume Growth 2007-2012
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2007-2012
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2007-2012
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: Volume 2007-2012
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Sector: % Volume Growth 2007-2012
Table 26 Forecast Off-trade Sales of Soft Drinks by Sector: Value 2007-2012
Table 27 Forecast Off-trade Sales of Soft Drinks by Sector: % Value Growth 2007-2012
APPENDIX
Table 28 Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2002-2007
Table 29 Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2002-2007
Table 30 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume 2003-2007
Table 31 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2004-2007
Table 32 Company Shares of Powder Concentrates (as sold) by Off-trade Volume 2003-2007
Table 33 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2004-2007
Table 34 Company Shares of Concentrates (RTD) by Off-trade Volume 2003-2007
Table 35 Brand Shares of Concentrates (RTD) by Off-trade Volume 2004-2007
Table 36 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: Volume 2007-2012
Table 37 Forecast Off-trade Sales of Concentrates (RTD) by Subsector: % Volume Growth 2007-2012
DEFINITIONS
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - PHILIPPINES
PHILIPPINE SPRING WATER RESOURCES INC - SOFT DRINKS - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Philippine Spring Water Resources Inc: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Philippine Spring Water Resources Inc: Competitive Position 2007
RFM CORP - SOFT DRINKS - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 4 RFM Corp: Key Facts
Summary 5 RFM Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 RFM Corp: Competitive Position 2007
UNIVERSAL ROBINA CORP - SOFT DRINKS - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Universal Robina Corp: Key Facts
Summary 8 Universal Robina Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Universal Robina Corp: Competitive Position 2007
ZEST-O CORP - SOFT DRINKS - PHILIPPINES
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Zest-O Corp: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Zest-O Corp: Competitive Position 2007
CARBONATES IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 38 Off-trade Sales of Carbonates by Subsector: Volume 2002-2007
Table 39 Off-trade Sales of Carbonates by Subsector: Value 2002-2007
Table 40 Off-trade Sales of Carbonates by Subsector: % Volume Growth 2002-2007
Table 41 Off-trade Sales of Carbonates by Subsector: % Value Growth 2002-2007
Table 42 On-trade vs Off-trade Sales of Carbonates: Volume 2002-2007
Table 43 On-trade vs Off-trade Sales of Carbonates: Value 2002-2007
Table 44 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2002-2007
Table 45 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2002-2007
Table 46 Company Shares of Carbonates by Off-trade Volume 2003-2007
Table 47 Brand Shares of Carbonates by Off-trade Volume 2004-2007
Table 48 Company Shares of Carbonates by Off-trade Value 2003-2007
Table 49 Brand Shares of Carbonates by Off-trade Value 2004-2007
Table 50 Forecast Off-trade Sales of Carbonates by Subsector: Volume 2007-2012
Table 51 Forecast Off-trade Sales of Carbonates by Subsector: Value 2007-2012
Table 52 Forecast Off-trade Sales of Carbonates by Subsector: % Volume Growth 2007-2012
Table 53 Forecast Off-trade Sales of Carbonates by Subsector: % Value Growth 2007-2012
FRUIT/VEGETABLE JUICE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 54 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2002-2007
Table 55 Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2002-2007
Table 56 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2002-2007
Table 57 Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2002-2007
Table 58 Leading Flavours for 100% Juice: % Volume Breakdown 2003-2007
Table 59 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2003-2007
Table 60 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown 2003-2007
Table 61 Leading Flavours for Fruit-flavoured Drinks (No Juice Content): % Volume Breakdown 2003-2007
Table 62 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade Value 2006
Table 63 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2003-2007
Table 64 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2004-2007
Table 65 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2003-2007
Table 66 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2004-2007
Table 67 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Volume 2007-2012
Table 68 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: Value 2007-2012
Table 69 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Volume Growth 2007-2012
Table 70 Forecast Off-trade Sales of Fruit/Vegetable Juice by Subsector: % Value Growth 2007-2012
BOTTLED WATER IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 71 Off-trade Sales of Bottled Water: Volume 2002-2007
Table 72 Off-trade Sales of Bottled Water: Value 2002-2007
Table 73 Off-trade Sales of Bottled Water: % Volume Growth 2002-2007
Table 74 Off-trade Sales of Bottled Water: % Value Growth 2002-2007
Table 75 Company Shares of Bottled Water by Off-trade Volume 2003-2007
Table 76 Brand Shares of Bottled Water by Off-trade Volume 2004-2007
Table 77 Company Shares of Bottled Water by Off-trade Value 2003-2007
Table 78 Brand Shares of Bottled Water by Off-trade Value 2004-2007
Table 79 Forecast Off-trade Sales of Bottled Water: Volume 2007-2012
Table 80 Forecast Off-trade Sales of Bottled Water: Value 2007-2012
Table 81 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2007-2012
Table 82 Forecast Off-trade Sales of Bottled Water: % Value Growth 2007-2012
FUNCTIONAL DRINKS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 83 Off-trade Sales of Functional Drinks by Subsector: Volume 2002-2007
Table 84 Off-trade Sales of Functional Drinks by Subsector: Value 2002-2007
Table 85 Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2002-2007
Table 86 Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2002-2007
Table 87 Company Shares of Functional Drinks by Off-trade Volume 2003-2007
Table 88 Brand Shares of Functional Drinks by Off-trade Volume 2004-2007
Table 89 Company Shares of Functional Drinks by Off-trade Value 2003-2007
Table 90 Brand Shares of Functional Drinks by Off-trade Value 2004-2007
Table 91 Forecast Off-trade Sales of Functional Drinks by Subsector: Volume 2007-2012
Table 92 Forecast Off-trade Sales of Functional Drinks by Subsector: Value 2007-2012
Table 93 Forecast Off-trade Sales of Functional Drinks by Subsector: % Volume Growth 2007-2012
Table 94 Forecast Off-trade Sales of Functional Drinks by Subsector: % Value Growth 2007-2012
CONCENTRATES IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR APPENDIX
Concentrates Conversions
Summary 12 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
SECTOR DATA
Table 95 Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2002-2007
Table 96 Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2002-2007
Table 97 Off-trade Sales of Concentrates by Subsector: Value 2002-2007
Table 98 Off-trade Sales of Concentrates by Subsector: % Value Growth 2002-2007
Table 99 Company Shares of Concentrates by Off-trade Value 2003-2007
Table 100 Brand Shares of Concentrates by Off-trade Value 2004-2007
Table 101 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: Volume 2007-2012
Table 102 Forecast Off-trade Sales of Concentrates (as sold) by Subsector: % Volume Growth 2007-2012
Table 103 Forecast Off-trade Sales of Concentrates by Subsector: Value 2007-2012
Table 104 Forecast Off-trade Sales of Concentrates by Subsector: % Value Growth 2007-2012
RTD TEA IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 105 Off-trade Sales of RTD Tea by Subsector: Volume 2002-2007
Table 106 Off-trade Sales of RTD Tea by Subsector: Value 2002-2007
Table 107 Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2002-2007
Table 108 Off-trade Sales of RTD Tea by Subsector: % Value Growth 2002-2007
Table 109 Leading Flavours for RTD Tea: % Volume Breakdown 2005-2007
Table 110 Company Shares of RTD Tea by Off-trade Volume 2003-2007
Table 111 Brand Shares of RTD Tea by Off-trade Volume 2003-2007
Table 112 Company Shares of RTD Tea by Off-trade Value 2003-2007
Table 113 Brand Shares of RTD Tea by Off-trade Value 2004-2007
Table 114 Forecast Off-trade Sales of RTD Tea by Subsector: Volume 2007-2012
Table 115 Forecast Off-trade Sales of RTD Tea by Subsector: Value 2007-2012
Table 116 Forecast Off-trade Sales of RTD Tea by Subsector: % Volume Growth 2007-2012
Table 117 Forecast Off-trade Sales of RTD Tea by Subsector: % Value Growth 2007-2012
RTD COFFEE IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 118 Off-trade Sales of RTD Coffee: Volume 2002-2007
Table 119 Off-trade Sales of RTD Coffee: Value 2002-2007
Table 120 Off-trade Sales of RTD Coffee: % Volume Growth 2002-2007
Table 121 Off-trade Sales of RTD Coffee: % Value Growth 2002-2007
Table 122 Company Shares of RTD Coffee by Off-trade Volume 2003-2007
Table 123 Brand Shares of RTD Coffee by Off-trade Volume 2004-2007
Table 124 Company Shares of RTD Coffee by Off-trade Value 2003-2007
Table 125 Brand Shares of RTD Coffee by Off-trade Value 2004-2007
Table 126 Forecast Off-trade Sales of RTD Coffee: Volume 2007-2012
Table 127 Forecast Off-trade Sales of RTD Coffee: Value 2007-2012
Table 128 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2007-2012
Table 129 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2007-2012
ASIAN SPECIALITY DRINKS IN THE PHILIPPINES
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 130 Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2002-2007
Table 131 Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2002-2007
Table 132 Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2002-2007
Table 133 Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2002-2007
Table 134 Company Shares of Asian Speciality Drinks by Off-trade Volume 2003-2007
Table 135 Brand Shares of Asian Speciality Drinks by Off-trade Volume 2004-2007
Table 136 Company Shares of Asian Speciality Drinks by Off-trade Value 2003-2007
Table 137 Brand Shares of Asian Speciality Drinks by Off-trade Value 2004-2007
Table 138 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Volume 2007-2012
Table 139 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: Value 2007-2012
Table 140 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Volume Growth 2007-2012
Table 141 Forecast Off-trade Sales of Asian Speciality Drinks by Subsector: % Value Growth 2007-2012