Carbonates in Pakistan

PROSPECTS

Cola carbonates benefits from creative marketing

Cola carbonates players use creative marketing techniques to connect with young consumers. Their brands aspire to become a part of consumers’ lifestyles by owning significant moments and celebrations.

Non-cola carbonates sees momentum through dynamic marketing

Non-cola carbonates companies focus on other key associations to connect with consumers. Hence, lemonade/lime brands Sprite and 7-Up appeal to consumers around food, while Mountain Dew looks to thrill-seeking consumers.

Government restricts carbonates consumption among children

The increasing concerns of parents, teachers and the government over the negative effects of soft drinks consumption among children has reduced the presence of carbonates in schools. While some private schools have arbitrarily banned carbonates from canteens, strict regulation has been imposed on the province of Punjab.

COMPETITIVE LANDSCAPE

Coca-Cola Beverages leads cola carbonates

Distribution has a major influence on the rankings in cola carbonates. As consumer awareness of the taste and quality distinctions between different brands remains low, loyalty is volatile.

International players dominate carbonates in 2018

Favourable socioeconomic and demographic trends promote consumerism and expand the young consumer base. High growth prospects have attracted new players, mainly local giants diversifying in carbonates, such as Mezan Beverages, Master Beverages & Food and Mecca Cola Beverages.

Cola carbonates players set to develop the category

With creative advertising, high media spend and continuous consumer engagement, cola carbonates players, led by Coca-Cola Beverages and PepsiCo, are expected to retain the leadership of the category over the forecast period. By owning key consumption moments in the lives of consumers and ensuring wide distribution, cola carbonates brands remain top-of-mind and ensure frequent consumption.

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