Carbonates in the US

PROSPECTS

Value sales see first decline since 2013

Over the review period, volume sales of carbonates saw consistent decline due to a battery of hesitations among consumers due to the rise of health and wellness concerns. Until 2018, however, producers managed to offset the volume decline with gains in value terms.

Ginger ale continues its ascension

Ginger ale has the same high sugar content that has plagued other types of carbonates. However, sales of ginger ale continued to post growth in 2018, building on several years of positive growth rates.

Category crossover and new flavours observed in new product development

Carbonates manufactures have sought to benefit from the booming success of flavoured and carbonated water by blurring the line between these categories and classic carbonates with new product developments. Some of the strongest growing carbonates brands are sparkling variants of popular juice and water products.

COMPETITIVE LANDSCAPE

Further volume decline for Pepsi and Coca-Cola

The industry leaders in regular cola carbonates continued to see volume decline in 2018 as carbonates consumers looked to other categories. As concerns over sugar content continue to impact consumer choice, regular colas which were once part of many Americans’ daily routine have begun to suffer the most as they are replaced by healthier products such as bottled water and juice.

Private label suffers from soda decline

While major soda players The Coca-Cola Co and PepsiCo Inc saw major decline in carbonates in 2017, private label saw even steeper decline, and continued to see sales fall in 2018. In regular cola carbonates and other non-cola carbonates, private label has traditionally attracted consumers with its advantageous price point.

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