Analysis

American Brands Dominate World Soft Drink Market As Sales Surge To 30 Billion Cases

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More than half are Coca-Colaproducts, while PepsiCo brands account for one in five

Equaling or even surpassing such otherAmerican cultural icons as jeans, movies, TV dramas and fast-food chains, American softdrinks have achieved total worldwide domination of that market category, it was revealedby New York-based Beverage Marketing Corporation, in it's comprehensive series ofstudies on the Global Soft drink market.

Of more than 30 billion cases of softdrinks consumed around the world in 1998, more than 50 percent were brands sold byCoca-Cola, and another 20.6 percent were PepsiCo brands, the company reported.

The 30 billion case figure for 1998represented a rise of 4.4 percent, or more than one billion cases, over the precedingyear, despite less than favorable economic conditions in much of the world, noted MichaelC. Bellas, Chairman and CEO of Beverage Marketing.

Coca-Cola's 1998 growth rate came to 6percent, a decline from rates of 7.6 and 9 percent, respectively, in the two precedingyears, while PepsiCo grew an equal 6 percent in 1998, accelerating from 0.6 and 2.2percent in the preceding years. Both companies gained sales and market share as a resultof a declining growth rate, down to 0.8 percent for 1998, among all other brands of softdrinks.

Coca-Cola is involved in efforts to acquirea number of other worldwide brands, both American and European, which if successfuldespite regulatory hurdles would accelerate that company's growth and raise itsglobal market share even beyond the current figure of 50.6 percent.

Beverage Marketing Corporation is theleading supplier of research, consulting and financial services to the global beverageindustries.

Global Soft Drink Market Company Analysis 1995 - 1998(P) (Millions of Cases*)

Volume

 

Coca Cola

Pepsi Cola

All Other

Total

1995

12,291

5,698

8,388

26,377

1996

13,226

5,735

8,500

27,461

1997

14,410

5,864

8,649

28,923

1998(P)

15,275

6,216

8,717

30,208

Growth

1995/96

7.6%

0.6%

1.3%

4.1%

1996/97

9.0%

2.2%

1.8%

5.3%

1997/98(P)

6.0%

6.0%

0.8%

4.4%

Share

1995

46.6%

21.6%

31.8%

100.0%

1996

48.2%

21.6%

31.0%

100.0%

1997

49.8%

20.3%

29.9%

100.0%

1998(P)

50.6%

20.6%

28.9%

100.0%

* = Each case equals 192ounces
P = Preliminary Topline
Source: Beverage Marketing Corporation


Companies: PepsiCo

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