The soft drink market fundamentals
The non-alcoholic beverages market is composed of bottled water to dairy products, passing through hot drinks, such as tea and coffee, and soft drinks – Carbonate Soft Drinks (CSD), Non-Carbonated Soft Drinks (NCSD), Ready-to-drink (RTD) teas, sport drinks, energy drinks and juices.
The non-alcoholic beverages market is composed of bottled water to dairy products, passing through hot drinks, such as tea and coffee, and soft drinks – Carbonate Soft Drinks (CSD), Non-Carbonated Soft Drinks (NCSD), Ready-to-drink (RTD) teas, sport drinks, energy drinks and juices.
The soft
drink market is composed of carbonated and non-carbonated drinks.
Carbonated
drinks: the selling of carbonated drinks represents 78% of the Soft Drink Market
- - Colas:
Coca-Cola, Pepsi-cola…
- - Fruit
drinks: Orangina, Fanta
- - Tea
drinks: Liptonic
- - Lemonade
: Sprite, Seven-up
- - Tonics/
Bitters: Schweppes
- - Energizing
drinks: burn, Redbull
- - Flavoured
water drinks: Schweppes Lemon
- - Sparking
water: Badoit, Perrier
Non-Carbonated
drinks: the selling of non-carbonated drinks represents 22% of the soft drink
market
- - Fruit
drinks: Oasis, Fanta Still, Minute Maid
- - Tea
drinks: Lipton Ice Tea
- - Sport
drinks: powerade
- - Milk
and fruit juices: Danao
- - Vitamin
drinks: Vitaminwater
- - Water: Evian
Appendix 1 – Distribution of soft drink sales per type
of drinks
 |
| Source SRNB, 2008 |
The
target market
The soft
drink industry mainly segments its market using age and gender tools.
Appendix 2 – Main customers of the soft drink
industry by product
According to
Xerfi Global research on the Soft Drink market, we can break down the
aged-based segmentation in three categories. First, brands target young people
between 12-29 years old in order to create an early brand loyalty that will go
on until its adulthood and more. Secondly, young adults aged from 20 to 24
years old, generally consumers since their childhood. Thirdly, adults aged from
25 to 35 years with a main focus on diet products, such as Diet coke or Fanta
Orange Zero. Here, the gender segment is important to apply its marketing
strategy. For instance, Coca-Cola has launched Coca-Cola Light for women and
Coca-Cola Zero for men.
The
distribution process: from retailers to direct consumers
We can
notice that the distribution process of beverage companies is divided between
retailers and direct consumers.
There are 3 main retailers: Cf. Appendix 3
- - MLSS – Supermarket, Hypermarket and other medium and large size surfaces
- - Café, hostels, restaurants, bakeries, gas station, cinemas…
- - Hard discount
Indeed,
soft drink companies’ direct way of selling product take place through vending
machines. However, the direct distribution channel only represents a few part of
the French market. The majority of
bottled soft drinks is distributed via retailers.
Appendix 3 – Distribution of soft drink sales
according to the selling point
By Sparkling Kiwi!
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