Soft Drink Report

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Country Report

Soft Drinks in India

Jan 2011
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About this Report

Table of Contents

Segmentation

Statistics Included

Methodology

About this Report

About this Report

This Euromonitor market report provides market trend and market growth analysisof the Soft Drinks industry in India. With this market report, youll be able to explore

in detail the changing shape and potential of the industry. You will now be able to

plan and build strategy on real industry data and projections.

The Soft Drinks in India market research report includes:

Analysis of key supply-side and demand trends

Detailed segmentation of international and local products

Historic volumes and values, company and brand market shares

Five year forecasts of market trends and market growth

Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

What is the market size of Soft Drinks in India?
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What are the major brands in India?

What potential exists for multinational vs. local soft drinks companies looking to

increase market share?

How have changing social attitudes affected soft drink sales?

How have sustainability issues; such as environmentally-friendly packaging,

legislation on recyclability, or the amount of plastic in bottles, affected the soft drink

industry?

Why buy this report?

Gain competitive intelligence about market leaders

Track key industry trends, opportunities and threats

Inform your marketing, brand, strategy and market development, sales and supply

functions

This industry report originates from Passport, our Soft Drinks market research

database.

Each report is delivered with the following components:

Report: PDF and Word

Market statistics: Excel workbook

Sample Analysis

EXECUTIVE SUMMARY

Commendable growth of soft drinks in India

In 2010, soft drinks registered its highest off-trade value growth rate for the review

period. This growth was helped by high double-digit volume sales growth in most

categories as well as appreciably higher unit prices in 2010. Sports and energy

drinks, bottled water, ready to drink (RTD) tea and fruit/vegetable juice all

maintained bullish growth even as abundant rainfall seemed to halt the spectacular

recovery of carbonates witnessed in 2009.

National brands engage in rebranding strategies to revive sales growth

Several leading soft drinks brands made use of extensive marketing campaigns to

revive fledging volume sales in 2010. Parle Agro rolled out widespread advertising

of its flagship brand Frooti, while Hamdard Laboratories followed nuances of modern

marketing for Rooh Afza. Carbonates brands 7-Up and Coca-Cola also invested in

excessive marketing to achieve higher brand visibility. Pioma Industries

concentrate brand Rasna also shifted product positioning, while continuing to target

its products towards children.
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Carbonates majors maintain dominance of soft drinks

Soft drinks players Coca-Cola and PepsiCo were the leaders in overall soft drinks off-

trade value sales in 2010. Although domestic players, such as Parle Bisleri, Parle

Agro and Dabur, also held notable shares, they remained some distance behind

Coca-Cola or PepsiCo. While Coca-Cola entered two high growth categories in theshape of energy drinks and lemon-flavoured juice drinks in 2010, PepsiCo launched

its carbonates brand Pepsi Max. As the value sales of both of these companies came

primarily from carbonates in 2010, they are expected to experience a reduction in

their share of soft drinks in the forecast period. Domestic players will benefit from

this development as consumers will opt for health-orientated soft drinks.

Supermarkets/hypermarkets recovers as a retail channel

After an indifferent 2009, consumers returned to shop for their grocery needs at

modern retail formats. Emphasis on health and wellness helped drive sales of soft

drinks categories primarily retailed through such channels. These included 100%

juice, sports and energy drinks, and RTD tea. The convenient shopping environment

and promotions offered by supermarkets/hypermarkets attracted consumers to this

channel. As the countrys major retailers plan to expand their footprints over the

forecast period, the channels contribution to soft drinks sales is expected to

increase gradually.

Rosy outlook for soft drinks over the forecast period

Emerging categories of soft drinks, such as bottled water and fruit/vegetable juice,

will have significant influence on soft drinks volume sales in the forecast period,

which will achieve double-digit growth rates. Increasing demand for healthy and

hygienic products is expected to fuel this growth. Increasing penetration in rural

areas will also contribute to considerable sales increments. Sports and energy

drinks, however, will retain its status as the fastest growing soft drinks category as

its popularity will develop among young Indians.

Table of Contents

Table of Contents

Soft Drinks in India - Industry Overview

EXECUTIVE SUMMARY

Commendable growth of soft drinks in India

National brands engage in rebranding strategies to revive sales growth

Carbonates majors maintain dominance of soft drinks

Supermarkets/hypermarkets recovers as a retail channel


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Rosy outlook for soft drinks over the forecast period

KEY TRENDS AND DEVELOPMENTS

Unusual growth of carbonates due to consumer shift to utility-based buying

Eroding boundaries between powder concentrates and RTD formats

New trade association takes shape as soft drinks majors come together

Manufacturers cater to consumer demand for local flavours

Return of the supermarket

TERRITORY KEY TRENDS AND DEVELOPMENTS

East and Northeast India

North India

South India

West India

RURAL VS URBAN KEY TRENDS AND DEVELOPMENTS

MARKET DATA

Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume

2005-2010

Table 2 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume

Growth 2005-2010

Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2005-2010

Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth

2005-2010

Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume

2010

Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume2010

Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2010

Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2010

Table 9 Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2005-2010


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Table 10 Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth

2005-2010

Table 11 Off-trade Sales of Soft Drinks by Category: Value 2005-2010

Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2005-2010

Table 13 Off-trade Sales of Soft Drinks (as sold) by Region: Volume 2005-2010

Table 14 Off-trade Sales of Soft Drinks (as sold) by Region: % Volume Growth 2005-

2010

Table 15 Off-trade Sales of Soft Drinks (as sold) by Region: Value 2005-2010

Table 16 Off-trade Sales of Soft Drinks (as sold) by Region: % Value Growth 2005-

2010

Table 17 Off-trade Sales of Soft Drinks (as sold) by Rural-Urban Split % Analysis

2010

Table 18 On-trade Sales of Soft Drinks (as sold) by Region: Volume 2005-2010

Table 19 On-trade Sales of Soft Drinks (as sold) by Region: % Volume Growth 2005-

2010

Table 20 Company Shares of Soft Drinks (RTD) by Total Volume 2006-2010

Table 21 Brand Shares of Soft Drinks (RTD) by Total Volume 2007-2010

Table 22 Company Shares of On-trade Soft Drinks (RTD) by Volume 2006-2010

Table 23 Brand Shares of On-trade Soft Drinks (RTD) by Volume 2007-2010

Table 24 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2006-2010

Table 25 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2007-2010

Table 26 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2006-2010

Table 27 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2007-2010

Table 28 Company Shares of Off-trade Soft Drinks by Value 2006-2010

Table 29 Brand Shares of Off-trade Soft Drinks by Value 2007-2010

Table 30 Penetration of Private Label (as sold) by Category by Volume 2005-2010

Table 31 Penetration of Private Label by Category by Value 2005-2010

Table 32 Off-trade Sales of Soft Drinks by Category and Distribution Format: %

Analysis 2010


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Table 33 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel:

Volume 2010-2015

Table 34 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: %

Volume Growth 2010-2015

Table 35 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value

2010-2015

Table 36 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value

Growth 2010-2015

Table 37 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume

2010-2015

Table 38 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: % Volume

Growth 2010-2015

Table 39 Forecast Off-trade Sales of Soft Drinks by Category: Value 2010-2015

Table 40 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2010-

2015

Table 41 Forecast Off-trade Sales of Soft Drinks (as sold) by Region: Volume 2010-

2015

Table 42 Forecast Off-trade Sales of Soft Drinks (as sold) by Region: % Volume

Growth 2010-2015

Table 43 Forecast Off-trade Sales of Soft Drinks (as sold) by Region: Value 2010-2015

Table 44 Forecast Off-trade Sales of Soft Drinks (as sold) by Region: % Value Growth

2010-2015

Table 45 Forecast On-trade Sales of Soft Drinks (as sold) by Region: Volume 2010-

2015

Table 46 Forecast On-trade Sales of Soft Drinks (as sold) by Region: % Volume

Growth 2010-2015

APPENDIX

Fountain Sales In India

Table 47 Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume 2005-2010

Table 48 Off-trade vs On-trade Fountain Sales of Soft Drinks: % Volume Growth

2005-2010


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Table 49 Off-trade vs On-trade Fountain Sales of Carbonates: Volume 2005-2010

Table 50 Off-trade vs On-trade Fountain Sales of Carbonates: % Volume Growth

2005-2010

Table 51 Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume 2010-

2015

Table 52 Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: % Volume

Growth 2010-2015

Table 53 Forecast Off-trade vs On-trade Fountain Sales of Carbonates: Volume

2010-2015

Table 54 Forecast Off-trade vs On-trade Fountain Sales of Carbonates: % Volume

Growth 2010-2015

DEFINITIONS

Summary 1 Research Sources

Soft Drinks in India - Company Profiles

Coca-Cola India Pvt Ltd - Soft Drinks - India

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 3 Coca-Cola India Pvt Ltd: Competitive Position 2010

Dabur India Ltd - Soft Drinks - India

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION

Summary 6 Dabur India Ltd: Production Statistics 2010



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Summary 14 Parle Agro Pvt Ltd: Competitive Position 2010

Parle Bisleri Ltd - Soft Drinks - India

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


Summary 16 Parle Bisleri Ltd: Competitive Position 2010

PepsiCo India Holdings Pvt Ltd - Soft Drinks - India

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


Summary 18 PepsiCo India Holdings Pvt Ltd: Competitive Position 2010

Pioma Industries Ltd - Soft Drinks - India

STRATEGIC DIRECTION

KEY FACTS

COMPANY BACKGROUND

PRODUCTION


Summary 20 Pioma Industries Ltd: Competitive Position 2010

Asian Speciality Drinks in India - Category Analysis

HEADLINES

TRENDS


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Common Asian speciality drink flavours such as water chestnut, sour plum and

barley are entirely absent from the country, while others such as lychee and

coconut drinks have a negligible presence in branded formats. Roadside fruit juice

vendors and kiosks often sell coconut water and sugarcane juice, thus largely

satisfying domestic demand for such products.

COMPETITIVE LANDSCAPE

There were no noteworthy national or regional players offering Asian speciality

drinks in 2010.

PROSPECTS

Asian speciality drinks is unlikely to develop into a major category as others with

similar products such as juice drinks and concentrates, are much more mature and

enjoy consumer loyalty.

Bottled Water in India - Category Analysis

HEADLINES

TRENDS

Leading bottled water brands Bisleri and Kinley underwent major price increments

in 2010 in the face of constantly growing demand and higher production costs. The

unit price hike for the overall industry was also fuelled by the introduction of value-

added water products. Although functional bottled water has still not caught up with

Indian consumers, natural mineral water brands are priced at twice the amount as

regular still bottled water.COMPETITIVE LANDSCAPE

Occupying a 39% share off-trade value sales in 2010, Parle Bisleri was the leading

company while its Bisleri brand was also the leading brand in value sales. PepsiCo

was second via its Aquafina brand capturing a 13% share, while Coca-Cola with its

Kinley brand ranked third with 9%.

PROSPECTS

Bottled water is expected to continue its remarkable double-digit volume growth

shown in the review period. Although natural mineral water is expected to growfaster than regular still bottled water, its volume sales are not expected to increase

substantially in off-trade channels. This trend is rather in line with the review period,

where the on-the-go or home consumer did not intend to pay a premium price every

time for a product as elementary as water. The average unit price of bottled water

is expected to rise gradually in the forecast period as national players such as

Bisleri enter the more margins-driven flavoured bottled water scene.


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CATEGORY DATA

Institutional Bottled Water Sales

Table 55 Off-trade Sales of Bottled Water: Volume 2005-2010

Table 56 Off-trade Sales of Bottled Water: Value 2005-2010

Table 57 Off-trade Sales of Bottled Water: % Volume Growth 2005-2010

Table 58 Off-trade Sales of Bottled Water: % Value Growth 2005-2010

Table 59 Company Shares of Bottled Water by Off-trade Volume 2006-2010

Table 60 Brand Shares of Bottled Water by Off-trade Volume 2007-2010

Table 61 Company Shares of Bottled Water by Off-trade Value 2006-2010

Table 62 Brand Shares of Bottled Water by Off-trade Value 2007-2010

Table 63 Forecast Off-trade Sales of Bottled Water: Volume 2010-2015

Table 64 Forecast Off-trade Sales of Bottled Water: Value 2010-2015

Table 65 Forecast Off-trade Sales of Bottled Water: % Volume Growth 2010-2015

Table 66 Forecast Off-trade Sales of Bottled Water: % Value Growth 2010-2015

Table 67 Sales of Bottled Water to Institutional Channel 2005-2010

Carbonates in India - Category Analysis

HEADLINES

TRENDS

Being the largest soft drinks category throughout the review period, carbonates

underwent many highs and lows over this period. As the category was still only

matched by bottled water in terms of off-trade value sales in 2010, carbonates was

the largest revenue maker for both Coca-Cola and PepsiCo.


Coca-Cola remained the outright leader in carbonates in 2010 capturing 59% off-

trade value sales. Comprising a stable that includes the top two brands (Thums Up

and Sprite) in terms of off-trade value sales in 2010, it has an impressive command

of the off-trade market. PepsiCo was the only other mentionable player with a 38%

off-trade value share in 2010. Sprite from Coca-Cola and Mountain Dew from

PepsiCo were the highest growing brands in terms of off-trade value sales in 2010.


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Interestingly, Thums Up registered extremely high growth in 2009 and 2010,

surpassing Pepsi as the leading brand by total volumes in 2010.

PROSPECTS

While influential brands such as Thums Up and Pepsi will continue to grow, cola

carbonates as a whole is expected to slow down significantly in the forecast period.

Lemonade/lime carbonates will grow much faster as they convey a healthier and

updated image of the category. This was increasingly visible through marketing

campaigns in 2010, as 7-Up, Sprite and Limca all received major backing through

advertisements in 2010.

CATEGORY DATA

Table 68 Off-trade Sales of Carbonates by Category: Volume 2005-2010

Table 69 Off-trade Sales of Carbonates by Category: Value 2005-2010

Table 70 Off-trade Sales of Carbonates by Category: % Volume Growth 2005-2010

Table 71 Off-trade Sales of Carbonates by Category: % Value Growth 2005-2010

Table 72 On-trade vs Off-trade Sales of Carbonates: Volume 2005-2010

Table 73 On-trade vs Off-trade Sales of Carbonates: Value 2005-2010

Table 74 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2005-2010

Table 75 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2005-2010

Table 76 Off-trade Sales of Low Calorie Cola Carbonates by Category: % Volume

Breakdown 2005-2010

Table 77 Leading Flavours for Cola Carbonates: % Volume Breakdown 2005-2010

Table 78 Leading Flavours for Non-cola Carbonates: % Volume Breakdown 2005-

2010

Table 79 Company Shares of Carbonates by Off-trade Volume 2006-2010

Table 80 Brand Shares of Carbonates by Off-trade Volume 2007-2010

Table 81 Company Shares of Carbonates by Off-trade Value 2006-2010

Table 82 Brand Shares of Carbonates by Off-trade Value 2007-2010

Table 83 Forecast Off-trade Sales of Carbonates by Category: Volume 2010-2015

Table 84 Forecast Off-trade Sales of Carbonates by Category: Value 2010-2015


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Table 85 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth

2010-2015

Table 86 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2010-

2015

Table 87 Low Calorie Carbonates by Subcategory

Concentrates in India - Category Analysis

HEADLINES

TRENDS

Volume growth of concentrates continued to be very low in 2010. As such, leading

players Pioma Industries, Hamdard (Wakf) Laboratories and Hindustan Unilever

Limited (HUL) all upgraded their unit prices to account for much higher input costs.

Almost all brands raised their off-trade unit prices by as much as 10% in 2010.


Pioma Industries led concentrates volume and value sales in 2010 as its flagship

brand Rasna maintained its stranglehold on concentrates. With an 82% share of

concentrates off-trade value sales in 2010, the company dominated both liquid

concentrates and powder concentrates. It had the dual-format Rasna Utsav holding

a 72% off-trade value share of liquid concentrates in 2010. Rasna variants 1 ka 2 (2

for 1), Fruitplus and FruitFun dominated powder concentrates by holding a 90% off-

trade value share in 2010. The dominance if Rasna stems from its comprehensive

coverage of the retail scene nationally. Continuous branding and innovation effortsin the review period kept the brand abreast with the latest market developments

and consumer demands.

PROSPECTS

Liquid concentrates is expected to record a small revival in off-trade volume sales

as manufacturers will seek to add product ingredients with additional health and

medicinal benefits. This in turn is expected to appeal to the youthful elements in the

consumer base, while retaining a much lower pricing compared to other soft drinks.

Powder concentrate players adapted to consumer demand by launching products

containing pre-added sugar in the review period, with only water having to be

added by the end user. Such innovations are expected to continue as

manufacturers look to replicate other soft drinks categories due to the much lower

price points on offer to customers. Since Nestl had already made an initial foray

with Nestea iced tea, powder concentrates is expected to grow with flavour

launches similar to other fruit/vegetable juices in the forecast period.

CATEGORY DATA


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Concentrates Conversions

Table 88 Off-trade Sales of Concentrates (as sold) by Category: Volume 2005-2010

Table 89 Off-trade Sales of Concentrates (as sold) by Category: % Volume Growth

2005-2010

Table 90 Off-trade Sales of Concentrates (RTD) by Category: Volume 2005-2010

Table 91 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth

2005-2010

Table 92 Off-trade Sales of Concentrates by Category: Value 2005-2010

Table 93 Off-trade Sales of Concentrates by Category: % Value Growth 2005-2010

Table 94 Leading Flavours for Liquid Concentrates: % Volume Breakdown 2005-

2010

Table 95 Leading Flavours for Powder Concentrates: % Volume Breakdown 2005-

2010

Table 96 Company Shares of Liquid Concentrates (as sold) by Off-trade Volume

2006-2010

Table 97 Brand Shares of Liquid Concentrates (as sold) by Off-trade Volume 2007-

2010

Table 98 Company Shares of Powder Concentrates (as sold) by Off-trade Volume

2006-2010

Table 99 Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 2007-

2010

Table 100 Company Shares of Concentrates (RTD) by Off-trade Volume 2006-2010

Table 101 Brand Shares of Concentrates (RTD) by Off-trade Volume 2007-2010

Table 102 Company Shares of Concentrates by Off-trade Value 2006-2010

Table 103 Brand Shares of Concentrates by Off-trade Value 2007-2010

Table 104 Forecast Off-trade Sales of Concentrates (as sold) by Category: Volume

2010-2015

Table 105 Forecast Off-trade Sales of Concentrates (as sold) by Category: % Volume

Growth 2010-2015

Table 106 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume

2010-2015


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Table 107 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume

Growth 2010-2015

Table 108 Forecast Off-trade Sales of Concentrates by Category: Value 2010-2015

Table 109 Forecast Off-trade Sales of Concentrates by Category: % Value Growth

2010-2015

Table 110 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

Fruit/Vegetable Juice in India - Category Analysis

HEADLINES

TRENDS

Already contributing 68% of fruit/vegetable juice off-trade value sales in 2010, juice

drinks was also the fastest growing category in 2010. Lemon-based juice drinks

made their presence felt within one year of introduction. In 2010, the brands

Nimbooz by 7-Up (PepsiCo), Minute Maid Nimbu Fresh (Coca-Cola ) and LMN (Parle

Agro) together accounted for 10% of off-trade value sales of juice drinks. The

homemade nimboo pani centric marketing followed by these players seems to

have worked wonders in introducing the product. This is in spite of tremendous

growth shown by mango-based established brands such as Maaza, Frooti and Slice.


The leading company in terms of off-trade value sales in 2010 was Coca-Cola with a

31% share of value sales. It was followed by Parle Agro with 26% and PepsiCo with

21% of sales in 2010. As juice drinks continues to be a driver for both Coca-Cola andPepsiCo, they have seen their share of throat within fruit/vegetable juice rise

dramatically in the review period. Dabur s juice drinks portfolio is yet to provide

serious competition to Coca-Cola and PepsiCo in this category. Parle Agros flagship

brand Frooti also registered slower growth than that of other mango-flavoured juice

drinks in 2010.

PROSPECTS

Constant unit prices for 100% juice and nectars are expected to rise towards the

end of the forecast period. There was a reduction in the same throughout the

review period in order to avoid astronomical unit prices in current terms due to highinflation. However, as consumers accept the health benefits of juices in the forecast

period and inflation rates cool down, national juice manufacturers will be able to

hike constant unit prices without a severe backlash from consumers.

CATEGORY DATA

Table 111 Off-trade Sales of Fruit/Vegetable Juice by Category: Volume 2005-2010


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Table 112 Off-trade Sales of Fruit/Vegetable Juice by Category: Value 2005-2010

Table 113 Off-trade Sales of Fruit/Vegetable Juice by Category: % Volume Growth

2005-2010

Table 114 Off-trade Sales of Fruit/Vegetable Juice by Category: % Value Growth

2005-2010

Table 115 Leading Flavours for 100% Juice: % Volume Breakdown 2005-2010

Table 116 Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 2005-

2010

Table 117 Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown

2005-2010

Table 118 % Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-

trade Value 2010

Table 119 Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2005-2010

Table 120 Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2006-2010

Table 121 Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2007-2010

Table 122 Company Shares of Fruit/Vegetable Juice by Off-trade Value 2006-2010

Table 123 Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2007-2010

Table 124 Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: Volume

2010-2015

Table 125 Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: Value 2010-

2015

Table 126 Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: % Volume

Growth 2010-2015

Table 127 Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: % Value

Growth 2010-2015

RTD Coffee in India - Category Analysis

HEADLINES

TRENDS

In terms of organised off-trade distribution channels, there were no major RTD

coffee brands marketed by domestic or international players for hot drinks or soft

drinks in 2010.


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In terms of on-trade presence, Nescaf, Bru and Starbucks were the major brands in

2010.

PROSPECTS

RTD coffee is not expected to take-off in the forecast period unless a recognised

brand crosses over to also include an off-trade presence.

RTD Tea in India - Category Analysis

HEADLINES

TRENDS

RTD tea is yet to catch on with the Indian population, as product manufacturers did

not employ any major campaigns to fuel sales in the review period. While on-trade

demand for RTD tea is consistently growing, lack of many branded players and a

significant retail presence has resulted in only a few health-conscious customers

becoming attached to the product.


Hindustan Unilever Ltd (HUL) was the largely unchallenged leader in RTD tea in

2010 with an 83% share of off-trade value sales in 2010. Since domestic

manufacturer Zydus Wellness was the only other mentionable player and was

launched as recently as in 2010, HUL continued to dominate the category with its

Lipton Ice Tea product range. HUL started distribution of Lipton ice tea by extending

its international alliance with PepsiCo Inc into India in 2004. Since then, it has notreceived major competition from other national players.

PROSPECTS

RTD tea will expand substantially in the forecast period with the entry of Coca-Cola

into the country. Coca-Cola is expected to collaborate with Nestl in order to

manufacture and market Nestea RTD tea in India. As such, this would give

competition to Lipton Ice Tea, which uses the HUL PepsiCo collaboration in a

similar manner. With almost no consumer awareness about the benefits and

existence of RTD tea in off-trade channels in India, the category has remained

underdeveloped compared to sports and energy drinks. The forecast period will bepeppered with RTD tea-marketing campaigns underlining the health benefits of tea

combined with refreshing nature of soft drinks. Some may also centre on low calorie

content of their products.

CATEGORY DATA

Table 128 Off-trade Sales of RTD Tea by Category: Volume 2005-2010


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Table 129 Off-trade Sales of RTD Tea by Category: Value 2005-2010

Table 130 Off-trade Sales of RTD Tea by Category: % Volume Growth 2005-2010

Table 131 Off-trade Sales of RTD Tea by Category: % Value Growth 2005-2010

Table 132 Leading Flavours for RTD Tea: % Volume Breakdown 2006-2010

Table 133 Company Shares of RTD Tea by Off-trade Volume 2006-2010

Table 134 Brand Shares of RTD Tea by Off-trade Volume 2007-2010

Table 135 Company Shares of RTD Tea by Off-trade Value 2006-2010

Table 136 Brand Shares of RTD Tea by Off-trade Value 2007-2010

Table 137 Forecast Off-trade Sales of RTD Tea by Category: Volume 2010-2015

Table 138 Forecast Off-trade Sales of RTD Tea by Category: Value 2010-2015

Table 139 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth

2010-2015

Table 140 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2010-

2015

Sports and Energy Drinks in India - Category Analysis

HEADLINES

TRENDS

In 2010, sports drinks was revitalised by the entry of two new products: Glucon D

Isotonic from Heinz and Lucozade from GlaxoSmithKline (GSK). The latter in

particular was proactive in escalating its brand presence and pushing Lucozade

through its distribution network. The high-growth category of energy drinks

continued to attract investments from domestic and international players in 2010.

While Coca-Cola entered the category through Burn, United Spirits introduced

Romanov Red Energy to cater to local demand.


Red Bull enjoyed a large lead over its competitors to reach 66% of off-trade value

sales among all sports and energy drinks in 2010. Gatorade landed second spot

capturing 12% of off-trade value sales. For individual categories, Red Bull had an

81% off-trade value share in energy drinks while Gatorade dominated sports drinks

with a 71% share in 2010. Amway XL Energy drink is also catching up with its

energy drinks competitors as it plans to capture a larger share of the retail market

in the forecast period.


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PROSPECTS

Since 2010 registered an infusion of several national players, sports drinks is

expected to grow at a faster pace than energy drinks over the forecast period. With

a CAGR of 41% in terms of off-trade volumes in the period, the category will build

on its relatively small presence in the off-trade. However, total volume growth ofenergy drinks is expected to slow down compared to the review period but will

nevertheless record a seemingly high CAGR of 31% in off-trade volumes over the

forecast period.

CATEGORY DATA

Table 141 Off-trade Sales of Sports and Energy Drinks by Category: Volume 2005-

2010

Table 142 Off-trade Sales of Sports and Energy Drinks by Category: Value 2005-

2010

Table 143 Off-trade Sales of Sports and Energy Drinks by Category: % Volume

Growth 2005-2010

Table 144 Off-trade Sales of Sports and Energy Drinks by Category: % Value Growth

2005-2010

Table 145 Leading Flavours for Sports and Energy Drinks: % Volume Breakdown

2005-2010

Table 146 Company Shares of Sports and Energy Drinks by Off-trade Volume 2006-

2010Table 147 Brand Shares of Sports and Energy Drinks by Off-trade Volume 2007-

2010

Table 148 Company Shares of Sports and Energy Drinks by Off-trade Value 2006-

2010

Table 149 Brand Shares of Sports and Energy Drinks by Off-trade Value 2007-2010

Table 150 Forecast Off-trade Sales of Sports and Energy Drinks by Category:

Volume 2010-2015

Table 151 Forecast Off-trade Sales of Sports and Energy Drinks by Category: Value

2010-2015

Table 152 Forecast Off-trade Sales of Sports and Energy Drinks by Category: %

Volume Growth 2010-2015

Table 153 Forecast Off-trade Sales of Sports and Energy Drinks by Category: %

Value Growth 2010-2015


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Table 154 Still vs Carbonated Energy and Sports Drinks % Off-trade Volume 2005-

2010

Segmentation

Segmentation

This market research report includes the following:

Soft Drinks

Bottled Water

Carbonated Bottled Water

Flavoured Bottled Water

Functional Bottled Water

Still Bottled Water

Carbonates

Cola Carbonates

Regular Cola Carbonates

Standard Regular Cola

Speciality Regular Cola

Low Calorie Cola Carbonates

Standard Low Calorie Cola

Speciality Low Calorie Cola

Non-Cola Carbonates

Lemonade/Lime

Juice-based Lemonade/Lime

Non Juice-based Lemonade/Lime

Mixers

Ginger Ale

Seltzer

Tonic Water


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Other Mixers

Orange Carbonates

Juice-based Orange Carbonates

Non Juice-based Orange Carbonates

Other Non-Cola Carbonates

Concentrates

Liquid Concentrates

Powder Concentrates

Fruit/Vegetable Juice

100% Juice

Frozen 100% Juice

Not from Concentrate 100% Juice

Reconstituted 100% Juice

Juice Drinks (up to 24% Juice)

Asian Juice Drinks

Frozen Juice Drinks

Juice Drinks Excluding Asian

Fruit-Flavoured Drinks (No Juice Content)

Nectars (25-99% Juice)

Frozen Nectars

Unfrozen Nectars

RTD Coffee

RTD Tea

Still RTD Tea

Asian Still RTD Tea

Still RTD Tea Excluding Asian


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Carbonated RTD Tea

Sports and Energy Drinks

Energy Drinks

Sports Drinks

Asian Speciality Drinks

Asian Still RTD Tea

Asian Juice Drinks

Cereal/Pulse-based Drinks

Other Asian Speciality Drinks

Statistics Included

Statistics Included

For each category and subcategory you will receive the following data in Excel

format:

From Passport

Market Sizes

Company Shares

Brand Shares

Distribution

Chilled v Ambient Juices

Flavours

Off-trade vs On-trade

Package Size

Packaging Type

Per Cent Share of Smoothies

Pricing

Products by Ingredient

Products by Ingredient


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Sports vs other functional bottled water

Urban vs Rural

Market size details:

Retail volume

Retail volume % growth

Retail volume per capita

Foodservice volume

Foodservice volume % growth

Foodservice volume per capita

Total volume

Total volume % growth

Total volume per capita

Retail value retail selling price % growth

Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY

Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

Foodservice value retail selling price % growth

Foodservice value retail selling price local currency, USD, EUR, GBP, CHF, JPY

Foodservice value retail selling price per capita local currency, USD, EUR, GBP, CHF,

JPY

Total value retail selling price % growth

Total value retail selling price local currency, USD, EUR, GBP, CHF, JPY

Total value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

Retail value retail selling price real (constant 2008) prices % growth

Retail value retail selling price real (constant 2008) prices local currency, USD, EUR,

GBP, CHF, JPY

Retail value retail selling price real (constant 2008) prices per capita local currency,

USD, EUR, GBP, CHF, JPY


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Foodservice value retail selling price real (constant 2008) prices % growth

Foodservice value retail selling price real (constant 2008) prices local currency,


Foodservice value retail selling price real (constant 2008) prices per capita local

currency, USD, EUR, GBP, CHF, JPY

Total value retail selling price real (constant 2008) prices % growth

Total value retail selling price real (constant 2008) prices local currency, USD, EUR,

GBP, CHF, JPY

Total value retail selling price real (constant 2008) prices per capita local currency,


Retail value manufacturer selling price % growth

Retail value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY

Retail value manufacturer selling price per capita local currency, USD, EUR, GBP,

CHF, JPY

Foodservice value manufacturer selling price % growth

Foodservice value manufacturer selling price local currency, USD, EUR, GBP, CHF,

JPY

Foodservice value manufacturer selling price per capita local currency, USD, EUR,

GBP, CHF, JPY

Total value manufacturer selling price % growth

Total value manufacturer selling price local currency, USD, EUR, GBP, CHF, JPY

Total value manufacturer selling price per capita local currency, USD, EUR, GBP,

CHF, JPY

Retail value manufacturer selling price real (constant 2008) prices % growth

Retail value manufacturer selling price real (constant 2008) prices local currency,


Retail value manufacturer selling price real (constant 2008) prices per capita local


Foodservice value manufacturer selling price real (constant 2008) prices % growth

Foodservice value manufacturer selling price real (constant 2008) prices local



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Foodservice value manufacturer selling price real (constant 2008) prices per capita

local currency, USD, EUR, GBP, CHF, JPY

Total value manufacturer selling price real (constant 2008) prices % growth

Total value manufacturer selling price real (constant 2008) prices local currency,


Total value manufacturer selling price real (constant 2008) prices per capita local


Retail value retail selling price excl powder % growth

Retail value retail selling price excl powder local currency, USD, EUR, GBP, CHF, JPY

Retail value retail selling price excl powder per capita local currency, USD, EUR,

GBP, CHF, JPY

Foodservice value retail selling price excl powder % growth

Foodservice value retail selling price excl powder local currency, USD, EUR, GBP,

CHF, JPY

Foodservice value retail selling price excl powder per capita local currency, USD,

EUR, GBP, CHF, JPY

Total value retail selling price excl powder % growth

Total value retail selling price excl powder local currency, USD, EUR, GBP, CHF, JPY

Total value retail selling price excl powder per capita local currency, USD, EUR, GBP,

CHF, JPY

Retail value manufacturer selling price excl powder % growth

Retail value manufacturer selling price excl powder local currency, USD, EUR, GBP,

CHF, JPY

Retail value manufacturer selling price excl powder per capita local currency, USD,

EUR, GBP, CHF, JPY

Foodservice value manufacturer selling price excl powder % growth

Foodservice value manufacturer selling price excl powder local currency, USD, EUR,

GBP, CHF, JPY

Foodservice value manufacturer selling price excl powder per capita local currency,


Total value manufacturer selling price excl powder % growth


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Total value manufacturer selling price excl powder local currency, USD, EUR, GBP,

CHF, JPY

Total value manufacturer selling price excl powder per capita local currency, USD,

EUR, GBP, CHF, JPY

Retail rtd volume

Retail rtd volume % growth

Retail rtd volume per capita

Foodservice rtd volume

Foodservice rtd volume % growth

Foodservice rtd volume per capita

Total rtd volume

Total rtd volume % growth

Total rtd volume per capita

Fountain on-trade volume through c-store

Fountain on-trade volume through c-store % growth

Fountain on-trade volume through c-store per capita

Fountain on-trade volume through foodservice

Fountain on-trade volume through foodservice % growth

Fountain on-trade volume through foodservice per capita

Total fountain on-trade volume

Total fountain on-trade volume % growth

Total fountain on-trade volume per capita

Foodservice value manufacturer selling price excl powder real (constant 2008)

prices % growth


prices local currency, USD, EUR, GBP, CHF, JPY


prices per capita local currency, USD, EUR, GBP, CHF, JPY


28/38

Total value retail selling price excl powder real (constant 2008) prices % growth

Total value retail selling price excl powder real (constant 2008) prices local


Total value retail selling price excl powder real (constant 2008) prices per capita


Total value manufacturer selling price excl powder real (constant 2008) prices %

growth

Total value manufacturer selling price excl powder real (constant 2008) prices local


Total value manufacturer selling price excl powder real (constant 2008) prices per

capita local currency, USD, EUR, GBP, CHF, JPY

Retail value retail selling price excl powder real (constant 2008) prices % growth

Retail value retail selling price excl powder real (constant 2008) prices local


Retail value retail selling price excl powder real (constant 2008) prices per capita


Foodservice value retail selling price excl powder real (constant 2008) prices %

growth

Foodservice value retail selling price excl powder real (constant 2008) prices local


Foodservice value retail selling price excl powder real (constant 2008) prices per


Retail value manufacturer selling price excl powder real (constant 2008) prices %

growth

Retail value manufacturer selling price excl powder real (constant 2008) prices local


Retail value manufacturer selling price excl powder real (constant 2008) prices per


Retail value retail selling price nominal (current) prices % growth

Retail value retail selling price nominal (current) prices local currency, USD, EUR,

GBP, CHF, JPY


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Retail value retail selling price nominal (current) prices per capita local currency,


Foodservice value retail selling price nominal (current) prices % growth

Foodservice value retail selling price nominal (current) prices local currency, USD,

EUR, GBP, CHF, JPY

Foodservice value retail selling price nominal (current) prices per capita local


Total value retail selling price nominal (current) prices % growth

Total value retail selling price nominal (current) prices local currency, USD, EUR,

GBP, CHF, JPY

Total value retail selling price nominal (current) prices per capita local currency,


Retail value manufacturer selling price nominal (current) prices % growth

Retail value manufacturer selling price nominal (current) prices local currency, USD,

EUR, GBP, CHF, JPY

Retail value manufacturer selling price nominal (current) prices per capita local


Foodservice value manufacturer selling price nominal (current) prices % growth

Foodservice value manufacturer selling price nominal (current) prices localcurrency, USD, EUR, GBP, CHF, JPY

Foodservice value manufacturer selling price nominal (current) prices per capita


Total value manufacturer selling price nominal (current) prices % growth

Total value manufacturer selling price nominal (current) prices local currency, USD,

EUR, GBP, CHF, JPY

Total value manufacturer selling price nominal (current) prices per capita local


Retail value retail selling price excl powder nominal (current) prices % growth

Retail value retail selling price excl powder nominal (current) prices local currency,



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Retail value retail selling price excl powder nominal (current) prices per capita local


Foodservice value retail selling price excl powder nominal (current) prices % growth

Foodservice value retail selling price excl powder nominal (current) prices local


Foodservice value retail selling price excl powder nominal (current) prices per capita


Retail value manufacturer selling price excl powder nominal (current) prices %

growth

Retail value manufacturer selling price excl powder nominal (current) prices local


Retail value manufacturer selling price excl powder nominal (current) prices percapita local currency, USD, EUR, GBP, CHF, JPY

Foodservice value manufacturer selling price excl powder nominal (current) prices

% growth




per capita local currency, USD, EUR, GBP, CHF, JPY

Total value retail selling price excl powder nominal (current) prices % growth

Total value retail selling price excl powder nominal (current) prices local currency,


Total value retail selling price excl powder nominal (current) prices per capita local


Total value manufacturer selling price excl powder nominal (current) prices %

growth

Total value manufacturer selling price excl powder nominal (current) prices local


Total value manufacturer selling price excl powder nominal (current) prices per


Methodology

Methodology


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Global insight and local knowledge

With 40 years experience of developed and emerging markets, Euromonitor

Internationals research method is built on a unique combination of specialist

industry knowledge and in-country research expertise.

This approach is what enables us to achieve our goal of building a market

consensus view of size, shape and trends across the full distribution universe of

each category. We factor in whichever channels are relevant, from large-scale

grocery to direct sellers, from discount stores to local mom-and-pop outlets.

Industry specialists

Each industry we cover is managed by an Industry Manager and team of Industry

Analysts who research and report on their specialist categories all year round.

Our collaborative approach to research means that these industry teams are in

constant dialogue with industry players and opinion formers. The planning of ourresearch programmes reflects latest market trends and industry events. In

completing each update project, this provides invaluable input to the testing, review

and finalisation of our data.

The specialist in-house teams bring together findings from all stages of the annual

research process. They work closely with in-country analysts, assess and challenge

data and exercise final editorial control over the publication of new data and

analysis.

Country and regional analysts

Our in-country analyst network is managed by country and regional analysts in our

offices around the world. Working closely with each in-country team, the regional

research management team ensures that all country researchers are well schooled

in best practices, from the information collected in store checks, to the dialogue we

build in trade surveys. Our country analysts ensure that national reports explain the

data trends and provide clear insights into the local markets dynamics.

In-country research network

To deliver fresh insights every year in countries all around the world, we believe the

strongest approach is to use analysts on the ground. They bring fluency in local

language, physical proximity to the best sources, an ability to engage directly with

local industry contacts, and an awareness of how the products and services we

study are advertised, sold and consumed. These are essential parts of our ability to

report incisively on these markets.


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Our research methods

Each Euromonitor International industry report is based on a core set of research

techniques:

Desk research

With industry events, corporate activity, trends and new product introductions

tracked year round by our industry team, desk research provides a starting point for

the in-country research programme. Our in-country researchers will access the

following sources:

National statistics offices governmental and official sources

National and international trade press

National and international trade associations

Industry study groups and other semi-official sources


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Company financials and annual reports

Broker reports

Online databases

The financial, business and mainstream press

Accessing sources is only the first step. The ability to interpret and reconcile often

conflicting information across multiple sources is a key aspect of the added value

we provide.

Store checks

Store checks are an integral part of our methods for product industries. Carried out

on the ground across a relevant mix of channels, the information gained provides

first-hand insights into the products we are researching, specifically:

Place: We track products in all relevant channels, selective and mass, store and

non-store

Product: What are innovations in products, pack sizes and formats?

Price: What are brand price variations across channels, how do private labels prices

compare to those of branded goods?

Promotion: What are marketing and merchandising trends, offers, discounts and tie-

ins?

Findings are cross-referenced with brand share data analysis. The results, combinedwith the findings of desk research, provide a strong basis for identifying key areas

of questioning to take forward into our trade survey.

Trade survey

Interaction with global players at corporate HQ and regional levels is complemented

by unique local data and insights from our in-country trade surveys around the

world. Through the high profile of the Euromonitor International brand, we are able

to talk directly to a wide range of sources and therefore inform our analysis with the

knowledge and opinions of the leading operators in the market.

Trade surveys allow us to:

Fill gaps in available published data per company

Generate a consensus view of the size, structure and strategic direction of the

category

Access year-in-progress data where published sources are out of date


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Evaluate the experts views on current trends and market developments

In building our composite industry view, we engage with a variety of personnel in

key players at all points of the supply chain: materials suppliers, manufacturers,

distributors, retailers and service operators. We also interview desk research

sources: industry associations; study groups; and third party observers from thetrade and financial press.

Our objective is to engage in conversation with trade sources in which we exchange

ideas and views on the industry, sharing our work-in-progress findings on

supply/demand dynamics and potential. This dialogue enhances both parties

understanding of the local market. The scope and reach of our trade survey also

serves to eliminate bias (intentional and unintentional) from any single source.

Company analysis

At a global level, our company research combines our mix of industry interaction

and use of secondary sources such as annual accounts, broker reports, financialpress and databases. From a data perspective, the aim is to build top-down

estimates of major players total global and regional sales.

At a country level, in line with local reporting requirements, we access annual

accounts, national-specific company databases and local company websites. These

are all invaluable sources as we build a view of each domestic players size and

position within very specific categories of the industry.

Forecasts

Data projections and future performance analysis are key elements of EuromonitorInternationals market intelligence. Working with historic trends of 15 years or more,

a key aspect of our trade survey is to engage industry insider views of the next five

years. Will volumes maintain their historic trend? Will price increases or falls of

recent years continue, accelerate or slow down? Will increasing demand for one

product cannibalise sales of another?

Forecasts represent many of the essential conclusions we have reached about the

current state of the market, how it works and how it behaves under different macro

and micro conditions. Our written analysis will state the assumptions and the trade

opinion behind whether our predictions are optimistic or pessimistic, so that clients

can use our statistical forecasts with confidence.

Data validation

All data is subjected to an exhaustive review process, at country, regional and

global levels.


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The interpretation and review of sources and data inputs forms a central part of the

collaboration between industry teams and country researchers. Numbers are

delivered to regional and global offices with an audit trail of sources and

calculations to allow for a thorough evaluation of data sense and integrity.

Upon completion of the country review phase, data is then reviewed on acomparative basis at regional and then at a global level. Comparative checks are

carried out on per capita consumption and spending levels, growth rates, patterns

of category and subcategory breakdowns and distribution of sales by channel. Top-

down estimates are reviewed against bottom-up regional and global market and

company sales totals.

Where marked differences are seen between proximate country markets or ones at

similar developmental levels, supplementary research is conducted in the relevant

countries to confirm and/or amend those findings. This process ensures

international comparability across the database, that consistent category and

subcategory definitions have been used and that all data has been correctly tested.We make sure that possible discrepancies between different published sources have

been reconciled and that our interpretation of opinion and expectation from each

countrys trade sources has been applied to form a coherent international pattern.

Market analysis

Another integral part of all our research programmes is that all Euromonitor

International data is accompanied by clear written analysis. From a research

perspective, this explains and substantiates data findings. From a client

perspective, this offers unique insights into local consumption trends, routes to

market, brand preferences, channel dynamics and future trends.

Our country level analysis also provides invaluable input into the ability of our

central industry specialist teams to marry local insights with strategic conclusions

on the direction of the market regionally and globally.

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Soft Drink Report

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