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Australian carbonates market led by Coca-Cola with a 65% off-trade volume share

Press Release   •   Dec 06, 2013 09:56 GMT

Sales within the Australian carbonates market grew by 2% in 2012, to reach a total value of A$5,879 million, representing a slight improvement in performance vis a vis the previous year.

Whilst consumer interest in health and wellness products saw consumers move toward bottled water and sports drinks, carbonates continued to attract strong spending from its fans, helped by advertising and promotional activities from major players.

Carbonates represent the most affordable soft drink for Australian consumers; average prices per litre are below those of other soft drinks, and products are available in all different channels, in all packaging sizes, and are often pushed by supermarkets as loss leaders.

According to a recent market report, 'Carbonates in Australia,' Coca-Cola (Coca-Cola Amatil Ltd and Coca-Cola Amatil (Aust) Pty Ltd) continued to lead sales within the Australian carbonates market in 2012, with a 65% off-trade volume share.

The company owns the leading three brands; Coca-Cola (30%), Coca-Cola Zero (12%), and Diet Coke (10%). The company's brands have comprehensive distribution across Australia, and are ever present within foodservice channels.

Health and wellness will be a key focus area within the Australian carbonates market over the next five years. Low-calorie cola carbonates can expect further new product launches following the launch of Pepsi Next.

Smaller pack sizes may be introduced to manage portion control and hopefully reduce calorie intake, while major carbonates players will place greater marketing support behind their low-calorie carbonates products.

Furthermore, sustainability will be a key focus area within the Australian carbonates market through 2017. Manufacturers are expected to use environmentally-friendly packaging as a way to attract sustainability-conscious consumers.

For more information on the Australian carbonates market, see the latest research: Australian Carbonates Market

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