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Strategy Briefing

Soft Drinks Global Overview: Growth Opportunities Between Category Lines

Mar 2016

US$1,325

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About This Report

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

Economic uncertainty in key emerging markets and an increasingly global consumer demand for healthier beverage options are creating radical changes in the soft drinks industry. Water is the main driver of volume growth in almost all markets, while premium, natural, healthy and functional products are creating new value opportunities that cross traditional category lines.

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Overview

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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.

Stable topline volume growth in global soft drinks

Despite volatility in leading markets and an accelerating trend towards healthier beverage options, the global soft drinks industry demonstrated stable volume growth in 2015.

Key emerging markets slow down

A slowdown in key emerging markets -which have been the engine of soft drinks volume growth over the past decade -may have short-term consequences for the industry. High-value emerging categories and occasions in profitable developed markets take on more importance for the industry.

Bottled water is the engine of packaged beverages

In the simplest terms, bottled water is sustaining the soft drinks industry. The vast majority of all global RTD volume growth experienced in 2014-2015 was the result of packaged bottled water sales. Premium brands and enhanced waters are creating value opportunities in this category.

Carbonates in crisis

Carbonated soft drinks are in a tail spin. Global growth reached its lowest point of the historic review period in 2015. Consumers are flocking to waters, teas and alternative beverage options perceived as both healthy and natural. Major carbonates brand owners are making investments in still brand portfolios.

Middle East and Africa a bigger part of future growth story

The tepid growth of large, high per capita developed markets and roller coaster ride of emerging market beverages has placed more emphasis on the market opportunities of the future. Markets in Southeast Asia, the Middle East and Africa will be an important part of volume growth over the long term.

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introduction

Scope

A note on global exchange rates

Soft Drinks in 2015

Key findings

S table global soft drinks market in 2015

Water, carbonates and juice lead soft drinks’ share of throat

Water grows as beverage choices change across regions

Latin America and MEA are standout growth regions

Both the US and China show weaker growth in 2015

Bottled water is sustaining growth in the soft drinks industry

P remium brands and enhanced waters are creating value in water

Consumers are redefining what a healthy beverage is

Brewed beverages are on-trade top performers in 2015

T op three unchanged but energy drinks and water drive brand growth

Weak volume growth expected in global carbonates

A crisis in global carbonates leads GBOs to realign brand portfolios

Winners and losers in global beverages distribution

Global soft drinks in 2015 in summary

Category Opportunities

Traditional categories do not reflect the full opportunity

Five “need states” that successful soft drinks brands are satisfying

How growth categories are positioned for success

Higher margin hydration in water and sports drinks

Refreshment: Winning with lighter or less familiar flavours

New sources of energy from packaged soft drinks

Nourish and cleanse: Has juice lost its health advantage?

Two specific strategies to better position juice

Indulgent full- flavour carbonates outperform reduced calorie

Format innovation and price advantage drive concentrates

The Year Ahead

Q1 2016 quarterly update: Weaker economic outlook for 2016

Challenges ahead: Brazil largest quarterly downgrade to 2020

Regional Overview

Global growth prospects slowed in 2015

Emerging market weakness is a common theme in soft drinks

Developed markets are not picking up the slack

Alternative emerging markets should prove more promising

Emerging categories may prove more crucial than emerging markets

North America: Searching for alternative growth categories

Star brands in North America: Sparkling alternatives to carbonates

France and Scandinavia provide European soft drinks with a lift

Star brands in Western Europe: Functional and wellness dominate

Latin America: Carbonates under pressure despite 2015 growth

Star brands in Latin America: Waters as alternative carbonates

Asia Pacific: China growth slows but strong performance elsewhere

Asia Pacific: Chinese water brands lead the field

Strong decline in Australian cola as talk persists of excise tax

Australasia: Coca-Cola dominates the brand picture

Eastern Europe: Russian recession sinks prospects

Eastern Europe: Energy drinks and retro appeal lift sales

Middle East and Africa crucial to long-term growth prospects

MEA: Star brands in 2015

Regional performance in summary

Soft Drinks in 2020

Star markets in 2020: India tops growth expectations

A more pessimistic growth forecast from Q1 2016 expected

Still bottled water growth could be hard hit by a GDP downgrade

China slowdown scenario?

Threats to the soft drinks industry through 2020

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Megatrends

Strategy Briefing

Soft Drinks Global Overview: Growth Opportunities Between Category Lines

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Stable topline volume growth in global soft drinks

Key emerging markets slow down

Bottled water is the engine of packaged beverages

Carbonates in crisis

Middle East and Africa a bigger part of future growth story

Want to find out more about this report?

Table of Contents

introduction

Scope

A note on global exchange rates

Soft Drinks in 2015

Key findings

S table global soft drinks market in 2015

Water, carbonates and juice lead soft drinks’ share of throat

Water grows as beverage choices change across regions

Latin America and MEA are standout growth regions

Both the US and China show weaker growth in 2015

Bottled water is sustaining growth in the soft drinks industry

P remium brands and enhanced waters are creating value in water

Consumers are redefining what a healthy beverage is

Brewed beverages are on-trade top performers in 2015

T op three unchanged but energy drinks and water drive brand growth

Weak volume growth expected in global carbonates

A crisis in global carbonates leads GBOs to realign brand portfolios

Winners and losers in global beverages distribution

Global soft drinks in 2015 in summary

Category Opportunities

Traditional categories do not reflect the full opportunity

Five “need states” that successful soft drinks brands are satisfying

How growth categories are positioned for success

Higher margin hydration in water and sports drinks

Refreshment: Winning with lighter or less familiar flavours

New sources of energy from packaged soft drinks

Nourish and cleanse: Has juice lost its health advantage?

Two specific strategies to better position juice

Indulgent full- flavour carbonates outperform reduced calorie

Format innovation and price advantage drive concentrates

The Year Ahead

Q1 2016 quarterly update: Weaker economic outlook for 2016

Challenges ahead: Brazil largest quarterly downgrade to 2020

Regional Overview

Global growth prospects slowed in 2015

Emerging market weakness is a common theme in soft drinks

Developed markets are not picking up the slack

Alternative emerging markets should prove more promising

Emerging categories may prove more crucial than emerging markets

North America: Searching for alternative growth categories

Star brands in North America: Sparkling alternatives to carbonates

France and Scandinavia provide European soft drinks with a lift

Star brands in Western Europe: Functional and wellness dominate

Latin America: Carbonates under pressure despite 2015 growth

Star brands in Latin America: Waters as alternative carbonates

Asia Pacific: China growth slows but strong performance elsewhere

Asia Pacific: Chinese water brands lead the field

Strong decline in Australian cola as talk persists of excise tax

Australasia: Coca-Cola dominates the brand picture

Eastern Europe: Russian recession sinks prospects

Eastern Europe: Energy drinks and retro appeal lift sales

Middle East and Africa crucial to long-term growth prospects

MEA: Star brands in 2015

Regional performance in summary

Soft Drinks in 2020

Star markets in 2020: India tops growth expectations

A more pessimistic growth forecast from Q1 2016 expected

Still bottled water growth could be hard hit by a GDP downgrade

China slowdown scenario?

Threats to the soft drinks industry through 2020

Why buy this report?

Want to find out more about this report?

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