Carbonates in the Netherlands

PROSPECTS

The further decline of regular carbonates

The 2018 heatwave gave carbonates a boost, which meant that the volume decline was limited. However, the long-term outlook for carbonates remains poor.

The new government is open to the idea of a sugar tax on carbonates

The sugar content in carbonates will remain a major issue. The new Dutch government which came to power at the end of 2017 seems open to considering a sugar tax on soft drinks similar to that in the UK.

Producers target adults to add value

The major producers of carbonates realise that there is limited scope for volume growth within the category. However, there are areas which offer opportunities to achieve value growth.

COMPETITIVE LANDSCAPE

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

Coca-Cola Enterprises Nederland followed up the successful reformulation of its regular Sprite range into a reduced sugar product with the reformulation of the Fanta Orange range in January 2018. The company is convinced that the calorie reduction for Sprite can be replicated for Fanta.

Vrumona targets consumers of adult carbonates with new ranges

The second major player in carbonates, Vrumona, also sees a major 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 success of niche brands shows the opportunity for adding value

The general trend in carbonates is that there is a shift towards smaller packaging formats. A second trend is that there is increasing interest in quality over quantity.

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