How does a newly started small brand develop in the carbonated beverage market? 1 Comment / Default / By huanggs
1 thought on “How does a newly started small brand develop in the carbonated beverage market?”
In the context of the global carbonated drink, in the context of consumption upgrade, strong health conceptual awareness, and labeling "unhealthy" label, the market has deteriorated, and the "double male" performance of carbonated beverages is bleak. Due to excessive sugar cameras, dozens of countries and regions have implemented "sugar tax" in dozens of countries and regions around the world. With this promotion, carbonated beverage manufacturers began to compete for sugar -free markets.
Maipanic acid beverage products are beverages that fill carbon dioxide gas under certain conditions. It adds carbon dioxide with foam and irritation. After drinking, it produces a pleasant taste. Essence
The carbonated beverages can be divided into fruit juice, fruit flavor, cola type, low calories, other types, etc. Common cola, Sprite, Fanta, Qixi, Meinian and so on. Among them, fruit juice carbonated beverages refer to natural fruit juice containing 2.5%and above; fruit -flavored carbonated beverages refer to spices as the main fragrance agent, and the juice content is less than 2.5%; Cola carbonated beverages refer to cola fruit, white lemon, laurel, laurel, laurel Curtic pigment; low calories refer to all types of carbonated beverages and soda with all types of sweets or parts of sugar; other types of carbonated beverages: lactine carbonated beverages, ice cream soda, etc.
The industrial chain analysis
The upstream of the carbonated beverage industry chain is carbonated beverage processing and filling layer. According to the different production and processing methods, the production process of carbonated beverages is divided into "first filling method" and "secondary filling method". Essence Midstream is the circulation of carbonated beverages. Carbonated beverages mainly appear in supermarkets, shopping malls, e -commerce and other scenarios. KFC, McDonald's and other catering companies directly supply. The downstream is consumer of carbonated beverages.
Upstream: Development of production equipment towards high -speed, multi -purpose, and high -precision directions
carbonated beverage production lines are combined by automatic bottle machine, normal pressure filling machine, automatic sealing machine, and conveying system. The type is the pipeline of the split. At present, the market size of the entire carbonated beverage processing equipment is about $ 7 billion. From the perspective of manufacturers, countries with high levels of carbonated beverage production equipment include Germany, the United States, Italy, and Sweden. Ferlarine (Sweden), Cresses (Germany), Sibc fluid (USA), KHS (Germany) and so on. Although Japan in Asia started late, it developed rapidly, and it also occupied a certain position in the international market.
In order to meet the large production of beverage industry and obtain the best economic benefits, beverage equipment is becoming more and more high, high -precision and large -scale. If the carbonated beverage production line equipment can fill a maximum of 2000 can/min, the number of pouring valve heads for non-carbonated beverage equipment is 50-100, and the upper speed can reach up to 1500 can/min. In recent years, with the continuous development of the carbonated beverage market, China has become an important buyer for carbonated beverage processing equipment. Drinking giants such as worship, Coca -Cola and other beverage giants have used Asian countries as the focus of development and invested huge sums of money to expand the market.
It, the "unhealthy" label market is relatively low. Under the circumstances, the market is becoming increasingly sluggish and gradually disappear in the minds of consumers. According to statistics, the market share of carbonated beverages in the soft beverage industry in 2019 fell from the top three to fourth place, accounting for 14.94%.
The overall market decline
The current consumer taste is constantly changing, and the carbonated beverage market is sluggish. From 2013 to 2019, my country's carbonated beverage production overall fluctuated. In 2015-2017, it continued to decline. In 2018 and last year, it was basically the same as 17.446 million tons; the output of 2019-2020 began to rise. Increased by 5.8%; from January to August 2020, 130.4 million tons, a year-on-year increase of 1.3%. At the same time, the market size of carbonated beverages in my country declined as a whole. In 2013, it was about 78.2 billion yuan. During the period, it decreased after growth. By 2019, it was about 86.4 billion yuan. 1.65%. In addition, it can be seen from the global market that the compound growth rate of global carbonated beverages in 2014-2019 is -0.8%. It is worth noting that although the carbonated beverage market in my country has appeared in the past two years, the market has recovered in 2019, and consumers still need to need carbonated beverages.
downstream: sales channels are becoming more and more diversified
At present, the distribution channels for soft drinks in China mainly include traditional channels (wholesale markets, farmers' markets, etc.), modern channels (hypermarkets, comprehensive supermarkets, chain convenience stores, etc. ), Catering channels, e -commerce channels, and other channels. 2014-2019年，中国软饮料市场中传统渠道占比由49.4%降至44.0%，其他的渠道占比都有所增加，其中现代渠道从20.4%增加至22.3%，电商渠道从4.5%增加至6.1%. In the future, the sales channels for Chinese soft beverages will become more and more diversified, such as convenience stores, e -commerce platforms, automatic vending machines, etc., thereby increasing the convenience of consumers to buy products, thereby increasing the consumption frequency of products.
"Sweet burden" sugar tax "has many uncertainty in the market
less/sugar reduction has become the topic of the people of the world. According to the Canadean data survey, 51%of consumers worldwide are It is believed that sugar has a negative effect on physical health. In 2019, the State Council issued the "Opinions of the State Council on the Implementation of Action of Healthy China" to encourage the whole society to participate in salt reduction, oil reduction, sugar reduction, and study the improvement of salt, oil, and sugar packaging standards. It is believed that excessive sugar is one of the reasons for the popularity of life diseases such as obesity and diabetes. According to the standards released by the WHO in July 2019, the daily standard sugar intake of adults is 25 grams, and the mainstream carbonated drinks on the market , 1 can of sugar containing more than 25 grams.
In recent years, countries around the world have tried to promote the policies of less sugar in recent years. Singapore is the first country to prohibit high -sugar advertising. Implementation, there are special "sugar taxes" in the United Kingdom, France, Norway, Mexico and other countries and some cities in the United States. The soda charges about 1.6 yuan per liter, and if it exceeds 8G/100
ml, it is charged about 2.1 yuan per liter. China has no sugar taxation at present, but according to the trends of various countries and sugar taxes for people's medical treatment for people's medical treatment Health help does not rule out the possibility of legislation tax collection, which has brought more uncertainty to the carbonated beverage market.
Ti Xiong continued to occupy the carbonated beverage market
The startup in China's carbonated beverage industry In the evening, in the early 20th century, with the invasion of imperialism, soda equipment and production technology entered our country. In 1927, Coca -Cola Company set up factories in Shanghai and Tianjin to open the market of Chinese carbonated beverages. Later, Pepsi joined the competition. So far The market is still the world of Coca -Cola and Pepsi. In 2019, Coca -Cola accounts for 59.5%of the market share, and Pepsi accounts for 32.7%of the market share. The foundation of overlord -level products in the carbonated beverage industry is difficult to shake.
Coca -Cola Company was established in 1886, more than ten years earlier than Pepsi. It entered the Chinese market in 1927 and withdrew from the Chinese market after 1949; Coca -Cola has reached a cooperation with COFCO and once again entered the Chinese market. At present, Coca -Cola's business in China is mainly responsible for COFCO Coca -Cola and Taikoo Coca -Cola. Its carbonated drinks products mainly include Coca -Cola, Sprite, Fanta, Jianyi Coca -Cola, etc. Pepsi Coca -Cola was established in 1903. In 1981, it signed a contract with the Chinese government and built a Pepsi filling factory in Shenzhen to officially enter the Chinese market. In 2011, Master Kang acquired Pepsi's beverage business in China. Nian Da, Qixi, Qi waves, etc..
Coca -Cola vs Pepsi: Development focuses on Different
In recent years, the operating performance of Coca -Cola and Pepsi Company has been fluctuating. A large part of the reason is because of the decline of carbonated beverages. In the United States, the earliest decline in carbonated drinks appeared in 1998. Since 2005, it has continued to decline for many years since 2005. For the Chinese market, the continuous decline of carbonated beverages began in 2000. In 2019, the operating performance of the two major companies began to rise. The reason is that in addition to the company's own transformation and exploration, it also benefits from the current consumer environment and the rising young consumer groups have obsessions on cola products.
Specifically, at the level of operating income, Pepsi was a significant lead. In fiscal 2019, operating income achieved operating income of US $ 67.16 billion, an increase of 4%year -on -year; Coca -Cola revenue was 37.27 billion US dollars, an increase of 9%year -on -year. However, Coca -Cola performed well in net profit. In fiscal 2019, the net profit of Coca -Cola was US $ 8.92 billion, a year -on -year increase of 39%; Pepsi's net profit was US $ 7.314 billion, a year -on -year decrease of 42%.
In overall development, Coca -Cola's profitability is slightly higher than Pepsi. In the first three quarters of fiscal year 2015-2020, the sales profit margin of Coca-Cola Company was higher than Pepsi in addition to Pepsi in 2018. The rest of the year was twice as many as Pepsi.
The noteworthy is that with the continued growth of the revenue of the two major companies, Pepsi's net profit has fallen by nearly 40%. In this regard, experts in the fast -moving consumer industry said that this was caused by the different focus of the development of the two cola companies. Coca -Cola's product innovation capabilities are strong, and the growth of its net profit is largely attributed to the driving of new beverage products; and Pepsi is currently positioned as a food and beverage company, and its food business will compete with related international large enterprises and regional leading enterprises. , Need to invest a large amount of marketing, personnel and other costs, which undoubtedly lowered the company's net profit level.
2020 The carbonated beverage market is now available
2020, the spread of new crown pneumonia has a huge impact on the entire beverage industry. According to Nielson data, in the first half of 2020, the overall sales of the beverage industry declined by 7.5%year -on -year, and sales declined by 9.0%year -on -year. However, carbonated drinks that have been declining have become the biggest winner in the beverage industry in the first half of 2020. In the first half of 2020, COFCO's soda category revenue was 7.382 billion yuan, an increase of 3.4%year -on -year; in addition, the soda business of Swire Cola in Mainland China increased by 4%. Master Kang's carbonated drinks and other businesses (mainly Pepsi's business in China) revenue of 6.705 billion, an increase of 8.20%year -on -year. The person in charge of Coca -Cola said that thanks to the growth of the carbonated beverage category, China is returning to the rail of strong growth.
In new direction of the development of sugar -free beverage market
In the era of national health, products that focus on "health concepts" and other "health concepts" of fruit juice, coarse grain drinks, vinegar beverages have become new pets in the beverage market. Drink suppliers put the original sugar -free soda series on the shelves. As the two giants in the beverage industry, Coca -Cola and Pepsi have been in a benchmark in the field of sugar -free carbonated beverages. Under the "sugar -free economy", the two companies are also stepping up the market for the sugar -free carbonated beverage market.
The main sugar -free carbonated beverage brand, including zero sugar sprite, zero sugar cola, zero sugar fibrine, cola fiber , Sprite fiber and sugar -free bubble water brand Schweppes. Pepsi mainly includes sugar -free seven hi, light Yiyi Pepsi, PEPSI
DEW, new sugar -free bubble brand BUBLY, and sugar -free soda Izze. Under the challenge of traditional carbonated beverages, under the challenges of various health consumption trends, sugar -free and cross -border mixing may become future development trends.
In more research and analysis of the industry, please refer to the "Report on the Industry and Marketing Demand and Investment Forecast of China's Soft Beverage Industry" of the Foresight Industry Research Institute.