Global soda drinks consumption
Let’s start by taking a look at the
global soda drinks consumption. In what countries is the soda drink consumption
the highest ?
Americans are the winners of the
competition with an annual consumption of 165 litres per person. Mexico is
ranked 2nd with 146 litres, and Argentina is
ranked third. On the bottom of the list are China and India with the score 9
and 3 litres, respectively.
There is no surprise that the
highest volume of carbonated soft drinks belongs to cola drinks and account for
57%. And when it comes to coke, the Mexicans beat the Americans. The average
citizen of Mexico drank 108 litres of coke in 2012. It is by 26 litres more
than in the US. The lowest consumption is in India and Indonesia: the rates are
barely over 1 litre per year per person.
Top 10
Soft Drinks
Carbonated Soft Drinks - market share in 2012 [1]
The carbonated soft drinks market is
interesting to study because it includes both giant companies but also
lesser-known and regional brands (i.e Breizh Cola in France). The diversity of the offer is results in innovative marketing
strategies; companies need to be continually more inventive to target consumers
and to secure their loyalty.
Auteur=Brasserie Lancelot-Phare Ouest
This market is also facing an
important challenge: more and more people are becoming health conscious and
public policies are fighting the causes of obesity such as sugary beverages [2].
The “Soda Tax” is a hot topic and not only it could decrease the producers
margin but in terms of marketing it gives a bad image of soda drinks because
there are associated with obesity and health problems. Soft drinks brands have
to respond to those critics in a clever and informative way, and focusing on
health is now a new brand strategy.
