Future success strategies for carbonated soft drinks (CSDs)

The carbonates beverages market forms a large and significant part of the global soft drinks industry. Penetration levels for carbonated soft drinks such as cola are high across many parts of the globe, and the sector is contested by some of the world’s leading multinational drinks groups.

Although it still accounts for a leading 40% volume share of the global soft drinks industry, the market for carbonated soft drinks (CSDs) is not without its challenges. Growth has been hampered by the continued decline in popularity of carbonated beverages such as cola amongst large sections of the world’s population, as well as lower consumer spending levels as a result of the economic recession. Over recent years the industry has also faced fierce competition from emerging drinks trends and had to address issues not previously considered, namely health, flavour innovation, performance/lifestyle, environment and packaging.

Dominant in this sector are The Coca-Cola Company, PepsiCo Inc, Dr Pepper Snapple and Red Bull. The global leaders have extensive brand portfolios, and are present in all of the world’s main regions.

So, how can the leading CSD producers find growth in this mature market?

This latest addition to our growing portfolio of market research reports addresses this question by reviewing the key issues and provides market size and trends for this US$175bn industry. The report examines some of the recent strategies and brand activity by the drinks companies, discusses areas where future growth in the market is likely to be highest and we provide our analysis of likely future success strategies for each major CSD producer.

Key coverage includes:

• Market size and trends - including sports and energy drinks
• Major suppliers and brands
• The health issue - including regulation, consumer opinions, ingredients and sweeteners
• Flavour innovation - tropical and superfruits
• Performance/lifestyle drinks - analysis of 'anti-energy' drinks
• Packaging developments - different materials, packaging innovations
• Future strategic directions - general directions that key sectors in the industry may choose to follow that could lead to growth across the global CSDs market

Data includes global CSD and sports and energy drinks' market values and volumes, from 2004 to 2014, plus country per capita consumption.

Read more about this report with just-drinks' research article here

Table of contents

Chapter 1 Executive summary

Chapter 2 Introduction

Chapter 3 Market size and trends
Sports and energy drinks
Market forecasts

Chapter 4 Major suppliers and brands
The Coca-Cola Company
Background
Brand activity
Future success strategies
PepsiCo Inc
Background
Brand activity
Future success strategies
Dr Pepper Snapple
Background
Brand activity
Future success strategies
Red Bull
Background
Brand activity
Future success strategies
Others
Cott Corporation
GlaxoSmithKline
Suntory Group
Asahi Breweries Group
Others

Chapter 5 The health issue
The regulatory environment
Consumer opinions
Artificial ingredients
Alternative sweeteners
Future strategic directions

Chapter 6 Flavour innovation
Cola
Fruit carbonates
Traditional favourites
Future strategic directions

Chapter 7 Performance/lifestyle drinks
Sports drinks
Energy/stimulant drinks
‘Anti-energy’ drinks
Future strategic directions

Chapter 8 Packaging developments
Usage of the different materials
Environmental pressures and obligations
Packaging innovations
Large containers
Small containers
Thin containers
Resealable containers
Visually-appealing containers
Sports caps and closures
Future strategic directions

List of tables
Table 1: Global carbonated soft drinks market by value and volume, 2004-2009 (US$bn, bn litres and %)
Table 2: Leading per capita consumers of carbonated soft drinks, 2009 (litres)
Table 3: Global sports and energy drinks market by value and volume, 2004-2009 (US$m, m litres and %)
Table 4: Forecast global sales of carbonated soft drinks by value and volume, 2009-2014 (US$bn, bn litres and %)
Table 5: Forecast global sales of sports and energy drinks by value and volume, 2005-2009 (US$m, m litres and %)
Table 6: Selected brand activity by Coca-Cola, 2008-2010
Table 7: Selected brand activity by PepsiCo, 2008-2010
Table 8: Selected brand activity by Dr Pepper Snapple, 2008-2010
Table 9: Global beverage cans market by region, 2009 (bn units and %)

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Related research categories

By sector: Soft drinks, Carbonate (in Soft drinks), General drinks