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Global soft drink market: New products looking to provide added value

Press Release   •   Jul 29, 2013 16:33 BST

Whether a soft drink manufacturer is a global conglomerate, such as Coca-Cola or PepsiCo, or a local manufacturer with distribution across only a handful of small grocers, new products in the global soft drink market have sought to provide consumers with added value. This value can come from a well-established brand coming to a market for the first time, or a traditional home beverage now being packaged for convenience.

The prospect of providing something "new" and "different" has been the challenge for companies – especially in developed markets, where consumer budgets are larger but competition is more robust. However, the wealth of these markets cannot be ignored, but while the markets of Western Europe, North America, Australia and Japan have dominated the landscape, the future of the industry is largely in the hands of emerging nations. While some consumers in these countries find value in embracing the culture of a global brand, many others still have localised tastes and preferences when it comes to their beverages.

Key Findings

Developed markets in North America and Western Europe are seeing the premiumisation of new products, while emerging markets focus on products for consumers who are still moving from home-made beverages to packaged soft drinks, by using familiar flavours and formulations.

Bottled water, carbonates and juices are staple soft drink categories, historically leading others in volume terms. However, the growth of RTD teas and sports and energy drinks continues to drive new product innovation. Manufacturers of staple product are seeking to emulate the success of these growing categories by incorporating functionality or marketing the naturally healthy properties of their beverages.

For more information on the Global soft drink market, please click here: Global soft drink market

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