Faced with Malaysians’ declining consumption of carbonates, owing to health concerns, leading players are responding by reformulating and launching product variants that offer lower sugar content; for example, the launch of Pepsi Black, which has zero sugar and no calories, as well as Coca-Cola Stevia, which is sweetened using the natural sweetener stevia. These products also feature the Healthier Choice Logo on their packaging, to communicate their health proposition, which increases their appeal to health-conscious consumers who are mindful of their sugar and calorie intake.
Despite manufacturers’ reformulation efforts, carbonates is expected to register declining volume sales over the forecast period, owing in part to attempts by the Ministry of Health to advocate healthy living. In order to mitigate the decline in sales, it is expected that more players will expand their reduced sugar offerings and aim obtain the Healthier Choice logo to remain competitive.
As carbonates saw declining sales in 2018, players are employing channel-specific pricing promotions as a mean to generate consumer interest and boost sales volume. In hypermarkets and supermarkets, players such as F&N have offered discounts on multipacks and family pack sizes, which appeals to families and bulk shoppers, especially during periods leading up to festive seasons.
In 2018, Coca-Cola Bottlers (M) Sdn Bhd continued to hold the leading position in carbonates, attributable to its long established brand presence and varied product offerings, coupled with a strong distribution network in off-trade channels. Coca-Cola has a strong presence in the on-trade channel, with broad availability in restaurants and fast food chains.
Although faced with declining consumer demand for carbonates in the forecast period, Coca-Cola Bottlers (M) Sdn Bhd is anticipated to retain its leading position in the category, owing to its strong brand equity and a product portfolio that is constantly updated to remain relevant to the latest lifestyle trends. In light of the growing health advocacy in Malaysia, the company is expected to launch healthier drinks options with reduced sugar content and natural ingredients to increase brand appeal and encourage consumption.
Fraser & Neave Holdings Bhd was the leading player in non-cola carbonates in 2018, with its wide array of product and flavour variants that span ginger ale, tonic water, orange carbonates and other non-cola carbonates. Its brand name appeals to Malaysians as a household staple, owing to its long presence and resonance with local consumers.
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Discover the latest market trends and uncover sources of future market growth for the Carbonates industry in Malaysia with research from Euromonitor's team of in-country analysts.
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This industry report originates from Passport, our Soft Drinks market research database.