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Strategy Briefing

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

49 pages, Apr 2014

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

65% of the anticipated US$100 bn growth in soft drinks over 2012-2018 is set to come from categories perceived as natural: bottled water, RTD tea and juice. All the same, demand for functionality is accelerating, with energy drinks taking share from carbonates. Emerging markets, generating 95% of growth, have been the global bright spot. As soft drinks consumption in developed markets reaches a plateau and carbonates face a decline, will we enter what one might call the post-carbonates world?

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Overview

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.

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

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Introduction

Scope

Objectives of global briefing

Key findings

Soft Drinks: Opportunities in Developed vs Emerging Markets

Soft drinks up by US$72 billion between 2008 and 2013

Rising power of regional players in soft drinks

TCCC’s growth in developed markets driven by energy drinks

PepsiCo’s unfrozen nectars lead growth in developed markets

Health concerns about sugar intake give rise to diet carbonates

Developed markets: Are global brands dying?

…Whilst consumers opt for value added local products?

Emerging markets want big brands

Emerging markets the growth vehicle for global players

Imagine the post-carbonates world

Value of Health

2013: 49% of soft drink value sales come from healthy variants

Health a dds value necessary to influence consumer decisions

The search for perfect sweetener is on!

Expected Developments in Water, Juice, Energy Drinks and RTD Tea

Water, RTD tea and juice to generate 65% of new sales by 2018

Premiumisation of bottled water the ultimate goal

Juice’s high sugar content restricts growth in developed markets

Domestic players join stevia-sweetened juice wagon

…but premiumisation and functionality can outweigh calories

Coconut water craze boosts sales of superfruit juice

Superfruit juice drinks capitalise on “perceived” health benefits

Energy drinks: From occasional to everyday fatigue reduction

Who will challenge Red Bull? Growing power of domestic players

Health concerns likely to lead to stricter regulations

Quest for natural energy

India: The sleeping RTD tea giant

RTD tea: Personalisation through taste and health benefits

Local specialised RTD tea expected to generate most growth

China and Brazil: Key growth countries for other NH RTD tea

RTD tea: Top 10 dominated by local/regional brands

Can other products replicate the success of RTD tea?

FF milk drinks: Healthy, trendy and not just for children

Malt-based drinks: Traditional offering, new drinking occasions

Soft Drinks and the Health Question: The Winners and Losers

HW soft drinks 2013 winners and losers

Soft drinks and the health question: The winners and losers

Winning healthy soft drink strategies

Health and wellness (HW) outperforms wider soft drinks industry

Appendix

Report terminology

Report parameters: 54 health and wellness countries covered

Health and wellness category definitions

Health and wellness product coverage

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Megatrends

Strategy Briefing

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

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Emerging markets expected to deliver 95% of soft drinks growth

49% of soft drinks are healthy soft drinks

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

Functionality adds value and sought after product differentiation

Power of regional players

Multi-brand strategy key to success

What this report includes

Why buy this report

Want to find out more about this report?

Table of Contents

Introduction

Scope

Objectives of global briefing

Key findings

Soft Drinks: Opportunities in Developed vs Emerging Markets

Soft drinks up by US$72 billion between 2008 and 2013

Rising power of regional players in soft drinks

TCCC’s growth in developed markets driven by energy drinks

PepsiCo’s unfrozen nectars lead growth in developed markets

Health concerns about sugar intake give rise to diet carbonates

Developed markets: Are global brands dying?

…Whilst consumers opt for value added local products?

Emerging markets want big brands

Emerging markets the growth vehicle for global players

Imagine the post-carbonates world

Value of Health

2013: 49% of soft drink value sales come from healthy variants

Health a dds value necessary to influence consumer decisions

The search for perfect sweetener is on!

Expected Developments in Water, Juice, Energy Drinks and RTD Tea

Water, RTD tea and juice to generate 65% of new sales by 2018

Premiumisation of bottled water the ultimate goal

Juice’s high sugar content restricts growth in developed markets

Domestic players join stevia-sweetened juice wagon

…but premiumisation and functionality can outweigh calories

Coconut water craze boosts sales of superfruit juice

Superfruit juice drinks capitalise on “perceived” health benefits

Energy drinks: From occasional to everyday fatigue reduction

Who will challenge Red Bull? Growing power of domestic players

Health concerns likely to lead to stricter regulations

Quest for natural energy

India: The sleeping RTD tea giant

RTD tea: Personalisation through taste and health benefits

Local specialised RTD tea expected to generate most growth

China and Brazil: Key growth countries for other NH RTD tea

RTD tea: Top 10 dominated by local/regional brands

Can other products replicate the success of RTD tea?

FF milk drinks: Healthy, trendy and not just for children

Malt-based drinks: Traditional offering, new drinking occasions

Soft Drinks and the Health Question: The Winners and Losers

HW soft drinks 2013 winners and losers

Soft drinks and the health question: The winners and losers

Winning healthy soft drink strategies

Health and wellness (HW) outperforms wider soft drinks industry

Appendix

Report terminology

Report parameters: 54 health and wellness countries covered

Health and wellness category definitions

Health and wellness product coverage

Why buy this report?

Want to find out more about this report?

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