Soft drinks maintained solid off-trade volume and current value growth in 2018 due to the solid performance of the most robust categories, many of which experienced continued new product development and innovation. All soft drinks categories managed to achieve positive growth due to improving consumer demand in a situation where consumers’ purchasing power was persistently and chronically low.
2018 was another year in which health and wellness trends continued to play an important role in shaping soft drinks and its performance. As a result of these trends, carbonates experienced a moderately negative impact due to a continued consumer shift towards juice and bottled water and to some extent, RTD tea.
Soft drinks in Macedonia remained under the overwhelming dominance of domestic manufacturers, both in value and volume terms, in national brand owner status. Nonetheless, for global brand owners, the scenario is somewhat different.
Numerous key new launches were made within soft drinks in 2018 as a result of the tireless innovation and research of the key players competing both globally and in Macedonia. One of the most active categories in terms of new notable new launches in 2018 was juice drinks (up to 24% juice), including the launch of domestic brands Viva Fresh Kalinka and Viva Fresh Limon i Bozel by Vivaks DPPU; Fruvita doo launched Hello sour cherry and Hello pineapple; Duga Fruit doo launched several flavours of its juice drinks under the DaGio brand; Swisslion Takovo doo launched Takovo Nar.
Soft drinks is set to continue to record positive growth in both off-trade volume and current value terms over the forecast period, despite the maturity of some of the main and most robust categories, such as carbonates and juice. This growth is set to be moderately stronger both off- and on-trade compared to the review period.
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This industry report originates from Passport, our Soft Drinks market research database.