Carbonates in Ireland

PROSPECTS

Low and no sugar variants blur the distinction between carbonate variants

The long lead-in to the 2018 sugar tax enabled leading manufacturers to introduce low and no sugar variants, which are continuing to gain share from pre-sugar tax variants. The top players had enough time to accelerate their plans to reformulate their best-selling brands away from sugar to include sugar substitutes such as stevia and sucralose.

Rising disposable incomes boost on-trade sales

Ireland has been in the midst of a mini economic boom since exiting the recessionary years following the IMF bailout. Disposable income levels and employment have increased steadily – as has GDP – and this trend is expected to continue over the majority of the forecast period.

Sugar substitutes take the spotlight, and concern with caffeine continues

The 10 legally allowable sugar substitutes will be a main focus in carbonates over the forecast period. In the wake of the sugar tax, consumers are alert to the health impacts of any sugar substitutes and any adverse or beneficial effects they may have.

COMPETITIVE LANDSCAPE

Coca–Cola still king of cola carbonates

Coca-Cola remains the undisputed leader of the pack with just over half of off-trade value share and volume share. The brand’s success comes down to a few factors, including the launch of a mixer range for cocktails and shots, taking advantage of the growing consumption of carbonates in licensed premises.

Coca-Cola cashes in on Christmas

Originally known as “Christmas Caravans”, Coca-Cola’s famous Christmas trucks are back in motion for December 2019. In Ireland, these trucks generate significant positive publicity for the brand in the lead up to Christmas, with retailers reporting boosts in sales at each stop on the truck’s tour.

Private label makes steady gains

Although the economic conditions in Ireland mean more disposable income, discounters and private label continue to gain share thanks to a cost-conscious consumer base. Aldi and Lidl are both expanding their operations throughout Ireland and have attracted customers through deep discounting and multipack offers.

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