Executive Summary

Mar 2019
PROSPECTS
Sugar tax encourages greater shift to single-serve pack sizes

2018 was a challenging year for carbonates, with the implementation of the tax on sugar-sweetened beverages in January 2018. Incumbent players, particularly Coca-Cola FEMSA Philippines and Pepsi-Cola Products Philippines Inc, banked on a more efficient route to market and a more aggressive push for single-serve pack sizes.

Carbonates players strengthen their engagement with consumers

While price was the key focus in the category in 2018, incumbent players attempted to be even more relevant to consumers with above-the-line and below-the-line efforts to generate demand for products, with a particular focus on millennial consumers. Coca-Cola FEMSA has attempted to engage millennials as it continues with Coke Studio, which aims to support local artists from this demographic group.

Growth strategies for the forecast period

Over the forecast period, greater conversion to PET packaging, particularly for non-cola carbonates, will be a key source of growth for this maturing category. As the sugar tax puts pressure on players in terms of pricing, consumers will gravitate to pack sizes that reduce the unit price.

COMPETITIVE LANDSCAPE
Coca-Cola FEMSA Philippines remains category leader

After its consolidation in 2017, the operations of Coca-Cola Company in the Philippines have given ownership to Coca-Cola FEMSA Philippines, and this also led to more aggressive value creation in the off-trade. Coca-Cola FEMSA Philippines was active in its social media presence and visibility in television commercials and merchandising.

Coca-Cola will need new products, backed by effective marketing

Over the forecast period, it is critical for Coca-Cola to seek greater efficiency in different aspects of its operations for it to reap the benefits of its brand equity and product mix. With the fierce competition that the company faces from its rival, Pepsi-Cola Products Philippines, it is imperative for Coca-Cola not only to implement effective marketing campaigns, but also to introduce products that provide value to consumers.

International players continue to reign

Coca-Cola and Pepsi-Cola together dominate the carbonates category. The highly competitive category requires effective utilisation of financial resources to implement value creation, supported by marketing and efficient distribution.

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Carbonates in the Philippines

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Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates industry in Philippines with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Carbonates industry in Philippines, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates in Philippines market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Carbonates in Philippines?
  • What are the major brands in Philippines?
  • Who are the key consumers of carbonates in Philippines?
  • How do premium vs. standard vs. economy brands compete for sales and market share?
  • How does the sales performance of domestic manufacturers compare to international brands/manufacturers?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Soft Drinks market research database.

Carbonates in the Philippines - Category analysis

HEADLINES

PROSPECTS

Sugar tax encourages greater shift to single-serve pack sizes
Carbonates players strengthen their engagement with consumers
Growth strategies for the forecast period

COMPETITIVE LANDSCAPE

Coca-Cola FEMSA Philippines remains category leader
Coca-Cola will need new products, backed by effective marketing
International players continue to reign

CATEGORY DATA

Table 1 Off-trade vs On-trade Sales of Carbonates: Volume 2013-2018
Table 2 Off-trade vs On-trade Sales of Carbonates: Value 2013-2018
Table 3 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2013-2018
Table 4 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2013-2018
Table 5 Off-trade Sales of Carbonates by Category: Volume 2013-2018
Table 6 Off-trade Sales of Carbonates by Category: Value 2013-2018
Table 7 Off-trade Sales of Carbonates by Category: % Volume Growth 2013-2018
Table 8 Off-trade Sales of Carbonates by Category: % Value Growth 2013-2018
Table 9 Total Sales of Carbonates by Fountain On-trade: Volume 2013-2018
Table 10 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2013-2018
Table 11 NBO Company Shares of Off-trade Carbonates: % Volume 2014-2018
Table 12 LBN Brand Shares of Off-trade Carbonates: % Volume 2015-2018
Table 13 NBO Company Shares of Off-trade Carbonates: % Value 2014-2018
Table 14 LBN Brand Shares of Off-trade Carbonates: % Value 2015-2018
Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 19 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 20 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023

Soft Drinks in the Philippines - Industry Overview

EXECUTIVE SUMMARY

Soft drinks declines with the implementation of sugar tax
Sugar tax and health concerns are the defining trends in 2018
Coca-Cola Bottlers Philippines Inc (CCBPI) maintains leadership
Convenience, health concerns and premiumisation characterise new product developments
Growth anticipated to slowdown as consumers adjust to sugar tax

MARKET DATA

Table 21 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2013-2018
Table 22 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2013-2018
Table 23 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2013-2018
Table 24 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2013-2018
Table 25 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2018
Table 26 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2018
Table 27 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2018
Table 28 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2018
Table 29 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2013-2018
Table 30 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2013-2018
Table 31 Off-trade Sales of Soft Drinks by Category: Value 2013-2018
Table 32 Off-trade Sales of Soft Drinks by Category: % Value Growth 2013-2018
Table 33 Total Sales of Soft Drinks by Fountain On-trade: Volume 2013-2018
Table 34 Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2013-2018
Table 35 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2014-2018
Table 36 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2015-2018
Table 37 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2014-2018
Table 38 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2015-2018
Table 39 NBO Company Shares of Off-trade Soft Drinks: % Value 2014-2018
Table 40 LBN Brand Shares of Off-trade Soft Drinks: % Value 2015-2018
Table 41 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2013-2018
Table 42 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2013-2018
Table 43 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2018
Table 44 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 45 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 46 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 47 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 48 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 49 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 50 Forecast Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 51 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 52 Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2018-2023
Table 53 Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 2018-2023

APPENDIX

Fountain sales in the Philippines
Trends

SOURCES

Summary 1 Research Sources