Imagine the Post-carbonates World: Soft Drinks and the Health Question - The Winners and Losers

Emerging markets expected to deliver 95% of soft drinks growth

As off-trade soft drinks consumption in developed markets reached plateau, emerging markets are expected to deliver 95% of the anticipated US$100 billion growth in value terms between 2013 and 2018.

49% of soft drinks are healthy soft drinks

Off-trade value sales of HW soft drinks reached an impressive 49% share of global soft drinks in 2013. General wellbeing, energy boosting and weight management are key growth platforms.

Carbonates in decline in developed markets - imagine the post-carbonates world

Whilst the 2013-2018 forecasts are for positive but low growth for carbonates, developed markets will see a decline. Looking beyond the forecasts, the health concerns associated with carbonates in developed markets will spread to emerging economies, necessitating a greater focus on building healthy soft drinks brands, creating an opportunity for start-up businesses.

Functionality adds value and sought after product differentiation

65% of anticipated absolute growth of soft drinks is predicted to come from three categories perceived as natural: bottled water, RTD tea and juice. At the same time, the demand for functionality is accelerating, with energy drinks continuing to take share from carbonates.

Power of regional players

Regional players are becoming hugely important, as their knowledge of local consumers and their specific health needs, ability to offer lower unit prices and deeply penetrate retail channels are key to winning strategies.

Multi-brand strategy key to success

The ability to establish a multi-brand strategy, based on a tailored offering in developed markets as well as big multi-national or regional brands in emerging markets, is likely to be the key to success for the global players.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment