Carbonates in China

PROSPECTS

Low calorie cola carbonates regain attention

Having faced continuous negative sales value growth over the past few years, low calorie cola carbonates finally recorded a positive year in 2018, with the new products launched by the two cola carbonates giants. Coca-Cola China Ltd introduced a new sugar-free Coca-Cola product, Coca-Cola Fibre Plus in 2018, containing hydrosoluble dietary fibre.

Crossover marketing strategy becomes popular for manufacturers

In order to increase the exposure rate and expand the consumer base, the two cola carbonates giants adopt a crossover marketing strategy to achieve sales growth. Coca-Cola China Ltd teamed up with Anta (China) Co Ltd to sell jointly-designed limited edition sports footwear, using the Coca-Cola colour scheme and embroidering Coca-Cola on the side of the shoes.

Innovations in flavour contribute to growth

2019 marks a year of innovation for carbonates, as traditional carbonates manufacturers launch several new flavoured products to attract consumers. Coca-Cola China Ltd launched a new sugar-free coconut flavoured Sprite in July 2019.

COMPETITIVE LANDSCAPE

Coca-Cola China Ltd continues to lead the market

Coca-Cola China Ltd maintained its leading position in carbonates due to its broad consumer base and rich product lines. In addition to product innovation, Coca-Cola China Ltd also launched several limited editions of Coca-Cola along with different events.

Chinese brands on the rise

Although carbonates is dominated by international brands Coca-Cola and PepsiCo, Chinese local brands still find a way to grab some attentions from consumers. For example, Beibingyang (Beijing) Drink Food Co Ltd regained consumers’ attention by re-introducing Arctic Ocean with a nostalgic image in 2011, and conducted nationwide marketing in 2018.

Pepsi continues to dominate cola carbonates

Although Coca-Cola China Ltd occupies a large share of carbonates, in cola carbonates, it is Pepsi that ranks first in terms of sales volume. In addition to innovations in flavour, PepsiCo Inc promoted multi-channel construction and provided reduced sugar products in multiple packaging or multiple favours to meet the diverse needs of consumers.

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