Carbonates in Macedonia

PROSPECTS

Negative publicity restrains sales of carbonates

Throughout the entire review period, carbonates faced negative publicity in the media, which resulted in increased health awareness amongst local consumers regarding the detrimental effects that high sugar intake has on the human body. Social media was abuzz with news and information on this topic, which negatively impacted the image of carbonates.

Non-cola carbonates continues to hold higher share than cola carbonates in 2018

In 2018, non-cola carbonates continued to hold higher off-trade volume share than cola carbonates due to the higher preference for orange carbonates and lemonade amongst local consumers. It appears that negative publicity has resulted in greater restraint when purchasing cola carbonates than non-cola carbonates.

On-trade sales of carbonates remain stable in 2018

On-trade volume sales of carbonates remained smaller in size compared to off-trade sales, in addition to marginally slower growth in 2018, with a continued consumer shift towards low calorie soft drinks, especially bottled water, juice and RTD tea. As is the case with off-trade volume sales, carbonates is experiencing pressure from the growing significance of health and wellness trends on-trade.

COMPETITIVE LANDSCAPE

The Coca-Cola Co portfolio cements the lead of Pivara Skopje in 2018

Due to the significant penetration and robustness of The Coca-Cola Co’s brand portfolio, manufactured and distributed by Pivara Skopje ad, the company cemented its leading position within carbonates in 2018. Pivara Skopje is the undisputed leader in both off-trade volume and value terms.

Carbonates dominated by domestic soft drinks manufacturing companies

In Macedonia, carbonates is overwhelmingly dominated by domestic manufacturers. Pivara Skopje, Kozuvchanka doo and Prilepska Pivarnica are responsible for strong share of the domestic production of carbonates.

Internationals dominate carbonates at global brand owner level in 2018

While at national brand owner level there is a clear dominance of domestic companies, the analysis of carbonates sales at global brand owner level is a marked contrast. Namely, as a result of the significant presence of carbonates brands manufactured under licence, international companies lead the category.

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