Carbonates suffered a decline in volume sales in 2020, as with the economy heavily impacted by the pandemic, consumers had less spending power. In 2021, with society opening up again and more people working, both retail value and volume sales registered an increase.
Coca-Cola Serbia continued to lead in 2021, accounting for well over half of value share, with its popular brands Coca-Cola, Fanta, Schweppes and Sprite. Coca-Cola Zero was also launched in May 2021 and during the summer, Coca-Cola organised a sweepstakes, with 500 prizes on offer daily, including Bluetooth speakers, headphones, mini fridges and gift cards.
Sugar-free and reduced sugar are gaining value share among carbonates in Serbia. Lower sugar variants were relatively slow in launching in Serbia, but in 2020 sugar-free Pepsi Lime and Pepsi-Wild Cherry was launched and in 2021, Coca-Cola Zero was launched.
The outlook is bleak for carbonates over the forecast period, with negative constant retail value growth and flat volume growth. In what is a mature product area, the negative performance will be exacerbated by a declining population.
COVID-19 has accelerated the trend towards healthier soft drinks, as the pandemic has put a spotlight on health and wellness and this will dampen volume sales over the forecast period. As such consumers will shift towards healthier soft drinks with lower sugar content and fewer artificial colours and flavourings.
Over the forecast period, consumer awareness of the harmful effects of sugar, caffeine and other artificial ingredients will increase, leading to an ongoing shift towards more natural beverages, such as 100% juice and bottled water. However, a significant proportion of the population will remain loyal to carbonates, despite their unhealthy image.
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Sweetened, non-alcoholic drinks containing carbon dioxide are included here. All carbonated products containing fruit juice (“sparkling juices”) are included here, unless they are tea-based (these are included in carbonated RTD tea) or carbonated Energy drinks, which are included in Energy Drinks. Carbonated bottled water is also excluded. Carbonates are an aggregation of cola carbonates and non-cola carbonates, whether regular or low calorie. Euromonitor International includes both naturally and artificially-sweetened carbonates.See All of Our Definitions
This report originates from Passport, our Carbonates research and analysis database.
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