Carbonates in China

PROSPECTS

Cola carbonates records satisfactory performance

After declines in both 2015 and 2016, cola carbonates recorded another good year in 2018. The two cola carbonates giants achieved sales growth with the help of marketing campaigns and innovations in packaging.

Rising product and flavour innovations in carbonates

Consumers already have high familiarity with the flavours of cola carbonates and non-cola carbonates such as orange and lemonade. As a result, traditional carbonates products lack continuous attractiveness to consumers, leading to product and flavour innovations.

Low calorie cola carbonates receive limited attention

Although Coca-Cola and PepsiCo launched several low calorie cola carbonates products to cater to consumers seeking health and wellness products, they still receive limited attention and even low calorie cola carbonates was outperformed by regular cola carbonates. For some cola carbonates consumers, the unique taste associated with regular cola outweighs calories and sugar content and the taste cannot be replaced by artificial sweeteners.

COMPETITIVE LANDSCAPE

Coca-Cola China Ltd maintains leading position

Coca-Cola continued to lead carbonates in China in 2018 thanks to its wide consumer base and extensive product lines. In addition to its active marketing campaign during the FIFA World Cup, the company never stops updating its brand image to attract young consumers.

Local companies are barely present

For decades, many local beverage companies tried to launch carbonated products to win share from Coca-Cola and PepsiCo but none of them succeeded in finding a significant market position and target consumer group. Hangzhou Wahaha Group Co Ltd introduced Future Cola back in 1998.

High concentration evident

Several leading brands take most of the share in both cola carbonates and non-cola carbonates in China with all the leading brands owned by Coca-Cola and PepsiCo. Sprite alone accounts for more than half the value sales of non-cola carbonates.

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