Zero producing a plus for the light segment

By: trademagazin Date: 2009. 03. 05. 08:00

Nielsen data only shows minor changes in sales of carbonated soft drinks from one year to another. It is hard to surprise consumers, but as the success achieved by Coca-Cola zero last year, it is not impossible. Recent data from Nielsen reveals that sales dropped in terms of quantity in 2008, except for sports and energy drinks, which produced growth of 50 percent. – In spite of the general trend, the brands of Coca-Cola Magyarország increased their market share in all categories both in terms of value and quantity – says Éda Pogány, communications director of Coca-Cola Magyarország. Regarding packaging, 0.5 litre, non-returnable PET bottles are slowly losing their popularity, while demand for 2 litre bottles is growing. Small aluminium cans are mainly responsible for the drop in the popularity of 0.5 litre bottles. While the growth of private labels had stopped in 2007, it started again in 2008, probably as a result of the economic environment. Probably, the most significant development in 2008 was the growth produced by the light segment, owing to increasing health awareness. This trend has resulted in the introduction of Coca-Cola zero, which reversed the negative trend seen in the light segment in 2007. While sales of light colas had dropped by 6 percent in 2007, they were up by 3 percent in 2008. Coca-Cola zero brought a 23 percent increase in sales of light products for Coca Cola in 2008. This year, Coca Cola will differentiate between the message conveyed to consumers in brand communication and the message targeted at customers at the POS, who are primarily teenagers and young adults. The loyalty campaign based on the 0.5 litre PET products is to be continued this year and added value promotions will also continue. The joint brand promotions pursued in the HoReCa sector with Brown Forman and Bacardi Martini products deserve special mention, similarly to the recently developed mixing POP tools. The main message of Coca Cola in 2009 will be that it brings people together.

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