Soft drinks saw an overall decline in retail volume terms in 2018, underpinned predominantly by falling consumption of carbonates, which accounts for a major part of overall sales, as well as an increase in cross-border trade. The latter had been a major concern in the industry across the review period, and was aggravated in 2018 by a substantial tax increase on soft drinks.
A staggering increase of 42% in the taxes on soft drinks in 2018 attracted considerable criticism in the media from key stakeholders in the industry. Swift retail price increases at the beginning of the year were noted across most soft drinks categories, both with and without sugar.
Coca-Cola Enterprises Norge AS remained the market leader in value terms in soft drinks. The company successfully grew its share in energy drinks by maintaining a solid foothold for the Burn brand, while the Monster brand’s popularity within the gamer community secured it a considerable gain in share.
Products with less or no sugar continued to be the most prominent characteristic across new product developments in soft drinks in 2018. More and more reduced-sugar products are particularly notable in carbonates, concentrates, RTD tea and RTD coffee.
Soft drinks overall is set to record a flat performance in volume terms over the forecast period, which will be more negative than the small but steady growth experienced over the review period. The major reason is the persistent decline in carbonates and juice, which, owing to their size, have an important impact on the overall market.
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This industry report originates from Passport, our Soft Drinks market research database.