Carbonated Soft Drinks - China - March 2012
"China’s carbonated soft drink market is growing at a low-teen rate which is significantly faster than other global markets (US/UK). However, on a per capita basis, the consumption of carbonated soft drinks in China is still low at an estimated 10.34 litres per person in 2011 compared to an estimated 167.5 litres per person in the US in 2010, indicating the potential for growth in the marketplace. The dominance of Coca-Cola Company and PepsiCo of the carbonated soft drinks market in China has meant that smaller companies are struggling to establish themselves in the market."
- Tan Heng Hong, Research Manager
In this report we answer the following questions:
- How can smaller players compete in a market dominated by Coca-Cola Co and PepsiCo?
- Are there opportunities for natural carbonated soft drinks in China?
- How mini packs can be successfully used to increase sales?
- What other opportunities in the on-trade channel can be tapped to increase the potential for carbonated soft drinks in this channel?
China’s carbonated soft drink market is seeing low double digit growth, which is significantly faster than other global markets (US/UK). However, on a per capita basis, the consumption of carbonated soft drinks in China is still low at an estimated 10.34 litres per person in 2011 compared to an estimated 167.5 litres per person in the US in 2010, indicating the potential for growth in the marketplace. The dominance by The Coca-Cola Company and PepsiCo of the carbonated soft drinks market in China has meant that smaller companies are struggling to establish themselves in the market.
With obesity on the rise in China, consumers are increasingly trying to adopt a healthier lifestyle such as minimising the intake of artificial ingredients and exercising more. Companies have tapped the health trend with diet carbonated soft drinks, but increasingly, the trend has shifted towards natural products globally and this has opened new opportunities for companies to meet the demand for all-natural products.
Besides flavour innovation and natural carbonated soft drinks, the potential of single-serve package has not been fully exploited. Due to their small size, mini packs, if marketed creatively, can be a useful tool to drive sales.
The on-trade is another area that has not seen its potential fully utilised. The current challenge is to make carbonated soft drinks relevant to the eating out practices of Chinese consumers.
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