The Growth Consumption of Carbonates
The growth of carbonates worldwide has been a remarkable phenomenon not only in the USA and western Europe, but also in Mexico, Brazil, eastern Europe, China ad India.
In the USA especially, carbonates have dominated the soft drinks market and the carbonates market has been dominated by cola.
This worldwide growth in carbonates can be attributed in large part to the two major American cola companies and their aggressive international sales and marketing campaign.
In the UK, Europe and Japan, cola accounts for almost half of the total carbonated soft drinks market and in the USA almost 70%.
In USA and UK it is clear that carbonates’ dominance of the soft drinks market has peak and begun to wane in the past few years.
In the UK, carbonates volume reached more than half of the total soft drinks market, peaking around 52% in the mid 1990s.
Three factors were largely responsible for the remarkable growth in popularity of carbonated: marketing, lifestyle and technology.
‘Demand creation’ by the major brands using powerful images on a worldwide scale has been a key factor in exciting public interest.
This has been coupled with a massive increase in availability.
Carbonates are now available at virtually every location; not just in shops and supermarkets, but in cinema, sports centers garages and railway stations and are frequently sold form refrigerated vendors for even better refreshments.
The trend has been also influenced by changing lifestyle and greater convenience.
For example, the ‘easy open end’ on cans had a marked impact on their convenience and hence popularity from their introduction in the 1970s.
The introduction of PET enabled larger sizes of bottles to be manufactured than was possible with glass, that is, 2 and 3 liters and the introduction of ‘multipacks; for cans and bottle has encourage shoppers to purchase larger quantities.
This trend has help by the move to out of-town shopping centers easily accessible by car.
A frequently ignored supply route for carbonates is that of dispensed drinks, that is, where the drink is supplied to the retail outlet in the form of a concentrated syrup, which is diluted with cold carbonated water at the point of serving to the customer by means of a fixed dispensing system.
This type of operation is commonly found in fast food outlets and large bars.
Dispensed carbonates account for 11% of the total UK consumption of carbonates and their growth has been driven by lifestyle changes resulting in a greater proportion of food and drink now being consumed away from home.
The introduction of modern technology has enabled considerable cost savings. This has been achieved by economics of scale by the ‘light-weighting’ of can and bottles (thereby saving raw material), by increased automation, by a reduction in the use of outer packaging and by savings in distribution costs.
The Growth Consumption of Carbonates
The growth of carbonates worldwide has been a remarkable phenomenon not only in the USA and western Europe, but also in Mexico, Brazil, eastern Europe, China ad India.
In the USA especially, carbonates have dominated the soft drinks market and the carbonates market has been dominated by cola.
This worldwide growth in carbonates can be attributed in large part to the two major American cola companies and their aggressive international sales and marketing campaign.
In the UK, Europe and Japan, cola accounts for almost half of the total carbonated soft drinks market and in the USA almost 70%.
In USA and UK it is clear that carbonates’ dominance of the soft drinks market has peak and begun to wane in the past few years.
In the UK, carbonates volume reached more than half of the total soft drinks market, peaking around 52% in the mid 1990s.
Three factors were largely responsible for the remarkable growth in popularity of carbonated: marketing, lifestyle and technology.
‘Demand creation’ by the major brands using powerful images on a worldwide scale has been a key factor in exciting public interest.
This has been coupled with a massive increase in availability.
Carbonates are now available at virtually every location; not just in shops and supermarkets, but in cinema, sports centers garages and railway stations and are frequently sold form refrigerated vendors for even better refreshments.
The trend has been also influenced by changing lifestyle and greater convenience.
For example, the ‘easy open end’ on cans had a marked impact on their convenience and hence popularity from their introduction in the 1970s.
The introduction of PET enabled larger sizes of bottles to be manufactured than was possible with glass, that is, 2 and 3 liters and the introduction of ‘multipacks; for cans and bottle has encourage shoppers to purchase larger quantities.
This trend has help by the move to out of-town shopping centers easily accessible by car.
A frequently ignored supply route for carbonates is that of dispensed drinks, that is, where the drink is supplied to the retail outlet in the form of a concentrated syrup, which is diluted with cold carbonated water at the point of serving to the customer by means of a fixed dispensing system.
This type of operation is commonly found in fast food outlets and large bars.
Dispensed carbonates account for 11% of the total UK consumption of carbonates and their growth has been driven by lifestyle changes resulting in a greater proportion of food and drink now being consumed away from home.
The introduction of modern technology has enabled considerable cost savings. This has been achieved by economics of scale by the ‘light-weighting’ of can and bottles (thereby saving raw material), by increased automation, by a reduction in the use of outer packaging and by savings in distribution costs.
The Growth Consumption of Carbonates
