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Soft Drinks in Australia
February 2021
COVID-19 impact on soft drinks
In 2020, the on-trade channel for soft drinks in Australia was affected by the temporary closures and social distancing which resulted in a slower trade in the second half of the year. As the government imposed restrictions, Australians found themselves with fewer opportunities to consume soft drinks outside of their homes.
COVID-19 country impact
At the beginning of March 2020, Australia declared that the outbreak of COVID-19 was a pandemic, resulting in major events being cancelled. Due to the lockdown regulations, businesses were forced into temporary closures and employees were asked to switch to remote working where possible.
Company response
Coca-Cola Amatil Ltd continued to lead soft drinks in 2020 with its leading brands, Coca-Cola and Diet Coke, followed by Schweppes Australia Pty Ltd, with leading brands that include Pepsi and Pepsi Max, and Lion Pty Ltd in third place with leading RTD coffee brand Dare and juice Daily Juice. Coca-Cola Amatil’s response to the pandemic involved the donation of AUD250,000 to the Australian Red Cross COVID-19 Care Collective that was in charge of providing short- and long-term emotional support for Australians who were hit the hardest by COVID-19.
Retailing shift
In 2020, soft drinks experienced an increased influx of sales coming from the supermarkets and discounters channels that resulted from consumers’ stocking up behaviour and the temporary closure of the on-trade sector including cafés, pubs and restaurants. Along with this, the e-commerce channel also saw increased sales in 2020 as Australians stayed at home more and looked for variety and other premium soft drinks online.
Foodservice vs retail split
During 2015-2019, the volume sales split between the on-trade and the off-trade channels remained steady. However, in 2020, the lockdown period and temporary closure of on-trade venues on 22 March, as measures to put social distancing rules into effect due to the fast increase of COVID-19 cases in the country, resulted in the loss of half of the normal level of on-trade sales in 2020.
What next for soft drinks?
In the forecast period, soft drinks brands will be looking to premiumise and add value with the aim of undertaking fewer promotions. Tea brands will look to innovate within categories with lower growth such as green and particularly the black segment, experimenting with new flavours and positioning.
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Overview:
Understand the latest market trends and future growth opportunities for the Soft Drinks industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Energy Drinks
Sports Drinks
Asian Speciality Drinks
If you're in the Soft Drinks industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Soft Drinks in Australia report includes:
Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country
This report answers:
What is the market size of Soft Drinks in Australia?
To what extent are health considerations impacting consumption of Soft Drinks in Australia?
How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in Australia?
Which are the leading brands in Soft Drinks in Australia?
What potential exists for multinational or domestic soft drinks companies to expand in Australia?
How are products distributed in Soft Drinks in Australia?
How is the rise of e-commerce changing the retail and competitive landscape?
How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
Where is future growth expected to be most dynamic?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2015-2020Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2015-2020Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2015-2020Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2015-2020Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2019Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2019Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2019Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2019Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2015-2020Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2015-2020Table 11 Off-trade Sales of Soft Drinks by Category: Value 2015-2020Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2015-2020Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2015-2020Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2015-2020Table 15 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2016-2020Table 16 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2017-2020Table 17 NBO Company Shares of Off-trade Soft Drinks: % Value 2016-2020Table 18 LBN Brand Shares of Off-trade Soft Drinks: % Value 2017-2020Table 19 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2015-2020Table 20 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2015-2020Table 21 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2015-2020Table 22 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2020Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2020-2025Table 24 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2020-2025Table 25 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2020-2025Table 26 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2020-2025Table 27 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2020-2025Table 28 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2020-2025Table 29 Forecast Off-trade Sales of Soft Drinks by Category: Value 2020-2025Table 30 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2020-2025Table 31 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2020-2025Table 32 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2020-2025
APPENDIX
Fountain sales in Australia
Trends
GLOBAL MACROECONOMIC ENVIRONMENT
GLOBAL INDUSTRY ENVIRONMENT
DISCLAIMER
SOURCES
Summary 1 Research Sources
Carbonates in Australia
KEY DATA FINDINGS
2020 IMPACT
COVID-19 has the greatest impact on the on-trade sector
Companies step up to support Australians in need due to the pandemic
Leading players continue to invest in low calorie carbonates
RECOVERY AND OPPORTUNITIES
Consumers continue to shift towards healthier options including probiotic soft drinks
Old-style soft drinks make a comeback due to nostalgia for old flavours
Strong outlook for premium mixers as consumers stay at home more and experiment with cocktails
CATEGORY DATA
Table 33 Off-trade vs On-trade Sales of Carbonates: Volume 2015-2020Table 34 Off-trade vs On-trade Sales of Carbonates: Value 2015-2020Table 35 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2015-2020Table 36 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2015-2020Table 37 Off-trade Sales of Carbonates by Category: Volume 2015-2020Table 38 Off-trade Sales of Carbonates by Category: Value 2015-2020Table 39 Off-trade Sales of Carbonates by Category: % Volume Growth 2015-2020Table 40 Off-trade Sales of Carbonates by Category: % Value Growth 2015-2020Table 41 Total Sales of Carbonates by Fountain On-trade: Volume 2015-2020Table 42 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2015-2020Table 43 Leading Flavours for Non-cola Carbonates: % Volume 2015-2020Table 44 NBO Company Shares of Off-trade Carbonates: % Volume 2016-2020Table 45 LBN Brand Shares of Off-trade Carbonates: % Volume 2017-2020Table 46 NBO Company Shares of Off-trade Carbonates: % Value 2016-2020Table 47 LBN Brand Shares of Off-trade Carbonates: % Value 2017-2020Table 48 Forecast Off-trade Sales of Carbonates by Category: Volume 2020-2025Table 49 Forecast Off-trade Sales of Carbonates by Category: Value 2020-2025Table 50 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2020-2025Table 51 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2020-2025Table 52 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2020-2025Table 53 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2020-2025
Juice in Australia
KEY DATA FINDINGS
2020 IMPACT
Off-trade sales rise amid the pandemic but labour shortage leads to crop losses
Health star rating scandal could impact the juice industry
The Food Revolution Group expands and aims to sustain its quality perception
RECOVERY AND OPPORTUNITIES
Reduced sugar options will continue to emerge
Advertising focuses on fruit origin
Players to increase communication of health benefits
CATEGORY DATA
Table 54 Off-trade Sales of Juice by Category: Volume 2015-2020Table 55 Off-trade Sales of Juice by Category: Value 2015-2020Table 56 Off-trade Sales of Juice by Category: % Volume Growth 2015-2020Table 57 Off-trade Sales of Juice by Category: % Value Growth 2015-2020Table 58 Leading Flavours for Off-trade 100% Juice: % Volume 2015-2020Table 59 Leading Flavours for Off-trade Juice Drinks (up to 24% Juice): % Volume 2015-2020Table 60 Leading Flavours for Off-trade Nectars (25-99% Juice): % Volume 2015-2020Table 61 NBO Company Shares of Off-trade Juice: % Volume 2016-2020Table 62 LBN Brand Shares of Off-trade Juice: % Volume 2017-2020Table 63 NBO Company Shares of Off-trade Juice: % Value 2016-2020Table 64 LBN Brand Shares of Off-trade Juice: % Value 2017-2020Table 65 Forecast Off-trade Sales of Juice by Category: Volume 2020-2025Table 66 Forecast Off-trade Sales of Juice by Category: Value 2020-2025Table 67 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2020-2025Table 68 Forecast Off-trade Sales of Juice by Category: % Value Growth 2020-2025
Bottled Water in Australia
KEY DATA FINDINGS
2020 IMPACT
COVID-19 exacerbates the decline in bottled water
Still bottled water sales are in decline
Private label continues to grow
RECOVERY AND OPPORTUNITIES
Carbonated bottled water has a bright future
Forecast period holds scope for premium functional bottled water
Sustainability persists in the minds of consumers
CATEGORY DATA
Table 69 Off-trade Sales of Bottled Water by Category: Volume 2015-2020Table 70 Off-trade Sales of Bottled Water by Category: Value 2015-2020Table 71 Off-trade Sales of Bottled Water by Category: % Volume Growth 2015-2020Table 72 Off-trade Sales of Bottled Water by Category: % Value Growth 2015-2020Table 73 NBO Company Shares of Off-trade Bottled Water: % Volume 2016-2020Table 74 LBN Brand Shares of Off-trade Bottled Water: % Volume 2017-2020Table 75 NBO Company Shares of Off-trade Bottled Water: % Value 2016-2020Table 76 LBN Brand Shares of Off-trade Bottled Water: % Value 2017-2020Table 77 Forecast Off-trade Sales of Bottled Water by Category: Volume 2020-2025Table 78 Forecast Off-trade Sales of Bottled Water by Category: Value 2020-2025Table 79 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2020-2025Table 80 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2020-2025
Sports Drinks in Australia
KEY DATA FINDINGS
2020 IMPACT
Sports drinks industry continues to grow steadily despite on-trade lockdown closures
Players maintain their relevance with ongoing endorsements and targeted new launches
Leading player innovates with Monster Superfuel
RECOVERY AND OPPORTUNITIES
Anticipated introduction of Everlast sports drink expected to support growth
Sports drinks faces competition from other functional soft drinks
Sports drinks tablets offer potential opportunity
CATEGORY DATA
Table 81 Off-trade Sales of Sports Drinks: Volume 2015-2020Table 82 Off-trade Sales of Sports Drinks: Value 2015-2020Table 83 Off-trade Sales of Sports Drinks: % Volume Growth 2015-2020Table 84 Off-trade Sales of Sports Drinks: % Value Growth 2015-2020Table 85 NBO Company Shares of Off-trade Sports Drinks: % Volume 2016-2020Table 86 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2017-2020Table 87 NBO Company Shares of Off-trade Sports Drinks: % Value 2016-2020Table 88 LBN Brand Shares of Off-trade Sports Drinks: % Value 2017-2020Table 89 Forecast Off-trade Sales of Sports Drinks: Volume 2020-2025Table 90 Forecast Off-trade Sales of Sports Drinks: Value 2020-2025Table 91 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2020-2025Table 92 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2020-2025
Energy Drinks in Australia
KEY DATA FINDINGS
2020 IMPACT
Continued growth for energy drinks despite COVID-19
Frucor Suntory undertakes activities to stay at the top of off-trade volume sales
New product developments continue to be launched in 2020
RECOVERY AND OPPORTUNITIES
Push continues to regulate energy drinks
The better for you segment is a potential threat
Premiumisation provides room for growth
CATEGORY DATA
Table 93 Off-trade Sales of Energy Drinks: Volume 2015-2020Table 94 Off-trade Sales of Energy Drinks: Value 2015-2020Table 95 Off-trade Sales of Energy Drinks: % Volume Growth 2015-2020Table 96 Off-trade Sales of Energy Drinks: % Value Growth 2015-2020Table 97 NBO Company Shares of Off-trade Energy Drinks: % Volume 2016-2020Table 98 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2017-2020Table 99 NBO Company Shares of Off-trade Energy Drinks: % Value 2016-2020Table 100 LBN Brand Shares of Off-trade Energy Drinks: % Value 2017-2020Table 101 Forecast Off-trade Sales of Energy Drinks: Volume 2020-2025Table 102 Forecast Off-trade Sales of Energy Drinks: Value 2020-2025Table 103 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2020-2025Table 104 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2020-2025
Concentrates in Australia
KEY DATA FINDINGS
2020 IMPACT
Sales of concentrates buoyed during COVID-19
Innovations continue with no sugar ranges
Premiumisation of cordial is stronger than ever
RECOVERY AND OPPORTUNITIES
Cordial to continue to premiumise for the cocktail segment
No sugar ranges expected to expand
Other concentrates markets are likely to inspire Australian brands to launch new ranges of healthy and craft cordials
CATEGORY DATA
Concentrates Conversions
Table 105 Off-trade Sales of Concentrates (RTD) by Category: Volume 2015-2020Table 106 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2015-2020Table 107 Off-trade Sales of Concentrates by Category: Value 2015-2020Table 108 Off-trade Sales of Concentrates by Category: % Value Growth 2015-2020Table 109 Leading Flavours for Off-trade Liquid Concentrates: % Volume 2015-2020Table 110 Leading Flavours for Off-trade Powder Concentrates: % Volume 2015-2020Table 111 NBO Company Shares of Off-trade Concentrates (RTD): % Volume 2016-2020Table 112 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2017-2020Table 113 NBO Company Shares of Off-trade Concentrates: % Value 2016-2020Table 114 LBN Brand Shares of Off-trade Concentrates: % Value 2017-2020Table 115 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2016-2020Table 116 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2017-2020Table 117 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2016-2020Table 118 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2017-2020Table 119 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2020-2025Table 120 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2020-2025Table 121 Forecast Off-trade Sales of Concentrates by Category: Value 2020-2025Table 122 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2020-2025
RTD Tea in Australia
KEY DATA FINDINGS
2020 IMPACT
Players respond to the COVID-19 crisis with action and aid
Increasing popularity of kombucha leads to further innovation
Changes at Lipton
RECOVERY AND OPPORTUNITIES
Premiumisation and convenience to drive forecast period growth
Players focus on more flavours and increasing functionality
Naturally sweet sparkling Asian RTD teas have potential in Australia
CATEGORY DATA
Table 123 Off-trade Sales of RTD Tea by Category: Volume 2015-2020Table 124 Off-trade Sales of RTD Tea by Category: Value 2015-2020Table 125 Off-trade Sales of RTD Tea by Category: % Volume Growth 2015-2020Table 126 Off-trade Sales of RTD Tea by Category: % Value Growth 2015-2020Table 127 Leading Flavours for Off-trade RTD Tea: % Volume 2015-2020Table 128 NBO Company Shares of Off-trade RTD Tea: % Volume 2016-2020Table 129 LBN Brand Shares of Off-trade RTD Tea: % Volume 2017-2020Table 130 NBO Company Shares of Off-trade RTD Tea: % Value 2016-2020Table 131 LBN Brand Shares of Off-trade RTD Tea: % Value 2017-2020Table 132 Forecast Off-trade Sales of RTD Tea by Category: Volume 2020-2025Table 133 Forecast Off-trade Sales of RTD Tea by Category: Value 2020-2025Table 134 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2020-2025Table 135 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2020-2025
RTD Coffee in Australia
KEY DATA FINDINGS
2020 IMPACT
Off-trade sales spike during COVID-19
Product launches feature partnerships with confectionery brands
Brands focus on consumer demand for no added sugar
RECOVERY AND OPPORTUNITIES
Oat and hemp milk in the scope as players consider more plant-based alternatives
A whole new range of RTD coffee is expected to emerge
Consumers increasingly seek to know the sustainability and provenance of RTD coffee products
CATEGORY DATA
Table 136 Off-trade Sales of RTD Coffee: Volume 2015-2020Table 137 Off-trade Sales of RTD Coffee: Value 2015-2020Table 138 Off-trade Sales of RTD Coffee: % Volume Growth 2015-2020Table 139 Off-trade Sales of RTD Coffee: % Value Growth 2015-2020Table 140 NBO Company Shares of Off-trade RTD Coffee: % Volume 2016-2020Table 141 LBN Brand Shares of Off-trade RTD Coffee: % Volume 2017-2020Table 142 NBO Company Shares of Off-trade RTD Coffee: % Value 2016-2020Table 143 LBN Brand Shares of Off-trade RTD Coffee: % Value 2017-2020Table 144 Forecast Off-trade Sales of RTD Coffee: Volume 2020-2025Table 145 Forecast Off-trade Sales of RTD Coffee: Value 2020-2025Table 146 Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2020-2025Table 147 Forecast Off-trade Sales of RTD Coffee: % Value Growth 2020-2025
The following categories and subcategories are included: