Carbonated Soft Drinks - Canada - July 2014
“Natural sweeteners such as stevia may help to reduce these perceptions of artificiality and help to boost consumption among Millennial females.”
- Warren de Lima, Senior Food and Drink Analyst
This report looks at the following issues:
- Lower/no-calorie CSDs continue to provide growth opportunities
- Boosting CSD usage among Millennial females
- Increasing product transparency can also benefit CSD brands
- Food-based consumption occasions can boost sales
Carbonated soft drinks (CSDs) remains a popular category, enjoyed by 88% of Canadian adults. The category’s ability to cater for different tastes and interests has ensured that it continues to grow, with retail values expected to reach $2.84 billion in 2014. However, the market has continued to face challenges from health-related organisations over the sugar content of many CSD products. This has led to the development of a thriving lower-calorie segment, with 2014 seeing the launch of the mid-calorie Pepsi Next.
Coca-Cola and Pepsi continue to dominate the market but there appears to also be growing interest in other flavoured carbonates, often coming from smaller operators. The market remains a proactive one in innovation terms, with Coca-Cola’s launch of a customisable carbonate machine (Keurig Cola) adding further to consumer interest in more tailored CSD products. The category remains diverse and suited to consumption across a wide variety of occasions, with value and volume growth expected to continue in a challenging soft drinks market in the coming years.
For the purposes of this report, Mintel defines the carbonated soft drink industry analysis as covering all carbonated soft drinks sold through the retail and non-retail channels. Data include sales through the following outlets:
- Take-home (including impulse): This includes grocery retail outlets where CSDs are purchased for the purpose of in-home consumption or for drinking on the go, comprising supermarkets, convenience stores and gas service stations among others.
- On-premise: This includes anywhere where CSDs are bought to consume on site, eg leisure centres, hotels, restaurants, fast food venues, cafés, education establishments, the workplace and in the on-trade (ie pubs, bars and clubs). Please note that the non-retail scope of this report includes QSRs (Quick-service Restaurants) and other venues without an on-trade licence in addition to pubs and clubs. However, sales made via these on-trade channels are not included in the Market Size and Forecast section.
The basic ingredients of soft drinks (excluding fruit juices and bottled water) are water, a sweetener, an acid and flavouring. For many years, caffeine and caffeine citrate have been permitted in cola-type beverages to a maximum level of 200ppm caffeine. In March 2010, after an extensive review of all available science, Health Canada authorised the broader use of caffeine and caffeine citrate in all carbonated soft drinks (both cola-type and non-cola-type carbonated soft drinks). The maximum level of use in cola-type beverages remains 200ppm and the maximum level of use in all other types of carbonated soft drinks is 150ppm.
Products that state ‘reduced sugar’ on labels must contain at least 25% less sugar than the standard variant of the drink. Products which state ‘no added sugar’ on labels are drinks which have had no additional sugar added. As with reduced sugar drinks, these products are not sugar-free as they may have natural sugar derived from one of their ingredients, such as the sugar from natural orange juice.
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