Carbonates in the Netherlands

PROSPECTS

Return to volume growth as reduced sugar variants drive growth

Carbonates returned to off-trade volume growth in 2019, after several years of decline. The sugar debate continued to have a major impact on the development of carbonates.

Companies see adults as a consumer group with potential

Because of the negative image of carbonates with regard to health, the main consumer base for carbonates, families with children, is eroding, and the major producers of carbonates realise that there is limited scope for volume growth. However, there has been considerable success with carbonates developed with adult consumers in mind.

The weather and taxes affect growth

The weather is a major influence on the growth of carbonates. In 2018, there were long periods of extremely hot weather, and this had a positive effect, minimising the volume decline.

COMPETITIVE LANDSCAPE

Coca-Cola is confident of the success of reduced sugar carbonates

Coca-Cola Enterprises Nederland continued to lead carbonates in off-trade value terms in 2019, although it saw a marginal decline in its share. The company has fully embraced the move to reduce the sugar content of its products.

Vrumona targets adults with new ranges

The second major player in carbonates, Vrumona, sees a strong opportunity to reach a new adult audience in carbonates. The company has invested in the growth of its bitters range, as it thinks this could be a recipe for success for targeting adults.

The leading player in juice enters carbonates

Riedel Drankenindustrie is the leading player in the juice category with its major brand DubbelFrisss. However, this category is under severe pressure, and this was the reason why in 2019 the company launched a new carbonates range called BubbelFrisss, which is a new carbonated version of its well-known DubbelFrisss range.

Files are delivered directly into your account within a few minutes of purchase.