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.
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.
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.
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.
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.
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.
You have no recently viewed reports.
Why not browse through our Featured or Trending Reports to see what we have to offer?
Delivery: Files are delivered directly into your account within a few minutes of purchase.
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:
Our market research reports answer questions such as:
Why buy this report?
This industry report originates from Passport, our Soft Drinks market research database.