Carbonates in Slovakia

PROSPECTS

Sales of carbonates in Slovakia are hindered by consumers’ growing interest in health and wellness

Carbonates experienced a decline in off-trade volume sales in 2019, the result of the increased interest in health and wellness. As consumers interest in health grows, they are reaching for beverages with less sugar content, less fat, healthier natural ingredients, and lower calories.

Carbonates remains popular among younger consumers, with manufactures directing their marketing at this audience

Carbonates continued to be popular with younger consumer groups in Slovakia, particularly around the age of 18. These groups are less concerned with the health implications of carbonates and enjoy drinking beverages with high sugar content.

New product developments in non-cola carbonates attract consumers as Red Bull launches its Organics range

Non-cola carbonates performed significantly better than cola carbonates in 2019, with increased off-trade value sales and growth. Product innovations in terms of new flavours and active promotions of new products was seen in non-cola carbonates, with lemonade/lime performing particularly well.

COMPETITIVE LANDSCAPE

Coca-Cola HBC Slovakia leads value sales in 2019, benefiting from multi-media advertising campaigns and well-established offerings

The leading position in carbonates was held by Coca-Cola HBC Slovakia in 2019, with its main offering, globally established beverage Coca-Cola, being highly popular among Slovaks. Slovaks know Coca-Cola very well, and the player benefits from strong marketing activities, investing heavily in television promotions, advertising in mass media and on the internet, including the social media sites Facebook and Instagram which it uses to target younger consumers.

Kofola ranks second, launching a television campaign focused on its brand positioning of love

Kofola follows Coca-Cola HBC Slovakia, ranking second in carbonates through its offering of several drinks, including the popular Kofola, Vinea, RC Cola, Top Topic and Orangina.

Pepsi-Cola SR launches two new flavours of Pepsi and retains its third-place position

Pepsi-Cola SR remained third in 2019, and slightly increased its value share in carbonates thanks to launching two new variants of its popular drink Pepsi, Pepsi Lime and Pepsi Wild Cherry. The new launches were advertised across the internet channel, and both flavours were presented on social media sites in an engaging campaign which allowed consumers to vote for which variant was their favourite.

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