Carbonates in Vietnam

PROSPECTS

Carbonates registers a slowdown in growth due to various challenges

Towards the end of review period, carbonates was still able to record a positive performance with good volume and value growth. However, the development of carbonates in Vietnam showed signs of a slowdown in growth due to various challenges.

Key players put their efforts into various marketing and advertising tools

During the period 2016-2018, key players in carbonates such as Suntory PepsiCo Vietnam Beverage Co Ltd and Coca-Cola Beverages Vietnam Co Ltd tried to leverage various methods to boost sales of carbonates by dealing with the rising concerns of Vietnamese consumers about the possibly detrimental effect of the products on their overall health. Key players are targeting young consumers such as students and young working professionals who are generally less concerned about their health compared to middle-aged and elderly consumers.

COMPETITIVE LANDSCAPE

Suntory PepsiCo Vietnam Beverage Co Ltd continues to lead

Suntory PepsiCo Vietnam Beverage Co Ltd continued to lead carbonates at the end of review period thanks to dynamic marketing activities, a wide distribution network and a diversified product range. In 2018, the company mainly focused on increasing its presence in the Vietnamese market through various marketing campaigns, social activities, posters and advertising.

Local players mostly focus on suburban and rural areas

Many of the most popular brand names within carbonates are owned by the international players Suntory PepsiCo Vietnam Beverage Co Ltd and Coca-Cola Beverages Vietnam Co Ltd, which accounted for more than four fifths of total retail value sales, with the remaining sales spread among various local companies. In 2018, international players continued to dominate carbonates due to their strong financial budgets, wide distribution networks and dynamic marketing activities.

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