Soft drinks sparkle in Russia
Russian soft drinks consumption fizzed ahead by 20% to over 3,700 million litres in 1997, according to a new market report from specialist consultants Zenith International.
Carbonates had the most sparkling year, with volumes leaping 27% to reach 62% of the total. Bottled water sales bubbled up by 14% to a 13% share, while fruit juice and nectars floated 11% up to a 14% share.
"Under the surface, the Russian market is full of surprises", comments Zenith Chairman Richard Hall. "Although Coca-Cola is the biggest brand, cola has only a 21% share of carbonates and lemon-lime has been growing several times faster. Pepsi was overtaken by Coke in 1995, but Pepsi Max outsells diet Coke.
"Less than 10% of sales under the leading Borjomi bottled water label actually come from the authentic source in Georgia. Cartons already claim over 90% of the fruit juice market. More than one third of total consumption is concentrated in Moscow and St Petersburg, compared with just 10% of the population".
Looking to the future, Zenith forecasts continued strong growth in all sectors except dilutable powders and syrups. "Consumption in the year 2000 should be close to 5,500 million litres, more than twice the level of 1995," Richard Hall concludes.
The Zenith Special Report on the Soft Drinks Market in Russia covers segments, companies, brands, packaging, distribution and pricing. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901.
Notes for Editors
1. For further information, please contact:
Richard Hall or Jason Holway, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
Tel +44 (0)1225 327900 Fax +44 (0)1225 327901
Carbonates had the most sparkling year, with volumes leaping 27% to reach 62% of the total. Bottled water sales bubbled up by 14% to a 13% share, while fruit juice and nectars floated 11% up to a 14% share.
"Under the surface, the Russian market is full of surprises", comments Zenith Chairman Richard Hall. "Although Coca-Cola is the biggest brand, cola has only a 21% share of carbonates and lemon-lime has been growing several times faster. Pepsi was overtaken by Coke in 1995, but Pepsi Max outsells diet Coke.
"Less than 10% of sales under the leading Borjomi bottled water label actually come from the authentic source in Georgia. Cartons already claim over 90% of the fruit juice market. More than one third of total consumption is concentrated in Moscow and St Petersburg, compared with just 10% of the population".
Looking to the future, Zenith forecasts continued strong growth in all sectors except dilutable powders and syrups. "Consumption in the year 2000 should be close to 5,500 million litres, more than twice the level of 1995," Richard Hall concludes.
The Zenith Special Report on the Soft Drinks Market in Russia covers segments, companies, brands, packaging, distribution and pricing. Contact Zenith International on tel +44 (0)1225 327900, fax +44 (0)1225 327901.
Notes for Editors
1. For further information, please contact:
Richard Hall or Jason Holway, Zenith International Ltd
7 Kingsmead Square, Bath BA1 2AB, United Kingdom
Tel +44 (0)1225 327900 Fax +44 (0)1225 327901