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Strategy Briefing

Soft Drinks in Southeast Asia: Diversifying Product Mix Amidst Evolving Consumer Base

Feb 2015

US$1,325

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About This Report

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Emerging economies in Southeast Asia have made the region a hot bed for soft drinks growth over the last decade. However, as a broader range of consumers demand packaged beverages, global and regional manufacturers need to evolve their offerings to account for domestic preferences.

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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.

Emerging economies buoy historical growth of packaged beverages

Strong economic growth, due in part to the emergence of China and India as major world powers, has helped grow disposable incomes in many countries in Southeast Asia. This newfound wealth has afforded opportunities for consumers to expand their grocery needs to include packaged soft drinks.

Low per capita figures demonstrate potential for growth

Despite strong historic growth, considerable potential remains in the future as branded and packaged products can deeper penetrate the rural, lower-income classes. Low per capita figures demonstrate this potential, but the tried and tested method of using global brands and products to grow sales is less applicable among these consumers.

Growing popularity of soft drinks among a broader range of consumers requires broader product mix

In years past, low-income consumers were often priced out of the market for soft drinks, but as incomes grow among all classes, new opportunities present themselves. However, simply securing distribution and using global brands to appeal to these newly enriched consumers ignore the impact of local culture. To that end, manufacturers must diversify their product offering.

Packaging, flavour and function take centre stage

With a broader subset of consumers demanding soft drinks, packaging becomes an important factor in distribution. Furthermore, local palates and customs have created a market for regional flavours and formulations.

Regional companies have inside edge to new consumers

Local manufacturers have grown amidst the global companies as they are more attuned to domestic demand. This is apparent in the popularity of local brands among RTD tea and sports and energy drinks.

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Introduction

Scope

in Introduction troduction

Key findings

Regional overview

ASEAN countries emerging as major global soft drinks markets

Per capita volumes show potential for growth

Value sales continue to rise…

…amidst strong growth in annual disposable income

Small format stores still key to reaching consumers

Carbonates outpaced by other soft drinks

Cultural touchstones buoy sales of functional beverages

Local and regional players on the rise

Region in summary

Category Insights

Local palates and supply chain issues play major role

Bottled water: Maximising margins to generate revenue

Case study: Thin wall packaging and affordable beverages

Rising inflation could burst soft drinks bubble

Thin wall packaging presents affordable alternative

Making the affordable profitable

Carbonates: Slowing of sales as competition increases

Finding the right size

Making economy more premium

Concentrates: Ideal beverage for island nations

The premiumisation of a value category

Juice: Unpackaged beverages creates largest competition

Manufacturers must stay ahead of flavour innovation

RTD tea: Traditional consumption with a modern twist

Flavours vary market to market

Functional beverages grow with roots in homoeopathic culture

Asian speciality drinks: Products mimic traditional remedies

Sports drinks: Promote hydration rather than athletic performance

Energy drinks: Products have roots as the working man’s beverage

Categories in summary

Competitive landscape

Local/regional players on the rise

Coca-Cola and Pepsi face new challengers - even in carbonates

Danone’s domination in Indonesia carries it to the top

No global players for RTD tea

Acquisition may be only route for global players

Regional Prospects

US$25 billion and growing

Forecast mix demonstrates continued impact of local palates

Driving volume and value in the future

Why buy this report?

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Megatrends

Strategy Briefing

Soft Drinks in Southeast Asia: Diversifying Product Mix Amidst Evolving Consumer Base

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Emerging economies buoy historical growth of packaged beverages

Low per capita figures demonstrate potential for growth

Growing popularity of soft drinks among a broader range of consumers requires broader product mix

Packaging, flavour and function take centre stage

Regional companies have inside edge to new consumers

Want to find out more about this report?

Table of Contents

Introduction

Scope

in Introduction troduction

Key findings

Regional overview

ASEAN countries emerging as major global soft drinks markets

Per capita volumes show potential for growth

Value sales continue to rise…

…amidst strong growth in annual disposable income

Small format stores still key to reaching consumers

Carbonates outpaced by other soft drinks

Cultural touchstones buoy sales of functional beverages

Local and regional players on the rise

Region in summary

Category Insights

Local palates and supply chain issues play major role

Bottled water: Maximising margins to generate revenue

Case study: Thin wall packaging and affordable beverages

Rising inflation could burst soft drinks bubble

Thin wall packaging presents affordable alternative

Making the affordable profitable

Carbonates: Slowing of sales as competition increases

Finding the right size

Making economy more premium

Concentrates: Ideal beverage for island nations

The premiumisation of a value category

Juice: Unpackaged beverages creates largest competition

Manufacturers must stay ahead of flavour innovation

RTD tea: Traditional consumption with a modern twist

Flavours vary market to market

Functional beverages grow with roots in homoeopathic culture

Asian speciality drinks: Products mimic traditional remedies

Sports drinks: Promote hydration rather than athletic performance

Energy drinks: Products have roots as the working man’s beverage

Categories in summary

Competitive landscape

Local/regional players on the rise

Coca-Cola and Pepsi face new challengers - even in carbonates

Danone’s domination in Indonesia carries it to the top

No global players for RTD tea

Acquisition may be only route for global players

Regional Prospects

US$25 billion and growing

Forecast mix demonstrates continued impact of local palates

Driving volume and value in the future

Why buy this report?

Want to find out more about this report?

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