Health-focused soft drinks will pique consumer interest and steal market share.
Los Angeles, CA (PRWEB) November 07, 2012
Falling per capita carbonated soft drink (CSD) consumption and increasing health awareness are pushing down Soda Production industry revenue at an average annual rate of 7.3% during the five years to 2012, including a 5.9% decline in 2012 to $16.2 billion. This decline includes a significant decrease in consumption in 2009 as Americans reduced spending due to high unemployment. In 2012, CSD consumption in the United States is estimated to be 46.6 gallons per person compared with 49.5 in 2007, representing a 2.9-gallon per capita decrease, says IBISWorld industry analyst Agata Kaczanowska. To mitigate losses from such a drop in consumption, the industry has consolidated operations. This has included laying off workers at an annualized 6.8% rate during the five years to 2012. Industry employment in 2012 is expected to total 46,065 people.
A steady decline in the per capita consumption of CSDs led the industry to innovate and create market alternatives to attract increasingly health-conscious consumers. Major players responded to near-saturation in the CSD market by enlarging their product ranges and expanding into sports and energy drinks, premade tea, bottled water and other beverages. These segments are growing at a faster rate than the CSD segment and are actually taking some sales away from CSDs, says Kaczanowska. These products are targeted at market niches and attract a larger premium than CSDs. As a result, the Juice Production industry (IBISWorld industry report 31211c), which includes sports and energy drinks, flavored water, and premade tea and coffee, surpassed the Soda Production industry in size in 2008.
The industry’s ownership concentration is high. The top producers are The Coca-Cola Company, PepsiCo Inc. and the Dr Pepper Snapple Group Inc. The Coca Cola Company and PepsiCo are currently undergoing major structural changes. These companies previously licensed a limited number of bottlers to produce finished beverages under their brand name but are now incorporating these operations into their company structure. They engage in significant marketing and brand promotion activities in order to generate brand loyalty, which translates to a larger market share for these CSD manufacturers. Few small producers have managed to develop a niche market in their particular region of the country, and only a select few have expanded their sales to other states. Because the cost associated with transporting these goods over large distances is very high relative to the value of the product, larger producers have had to establish operations in all regions throughout the United States to reach their market. As a result, small CSD makers have spread throughout the country and thus offer significant regionally based competition to the major players. During the five years to 2017, the industry will face a difficult operating environment as high unemployment rates offset rising consumer sentiment and discretionary spending. Household wealth will remain low due to the lingering effects of the subprime mortgage crisis and associated stock market effects. New manufacturers are anticipated to enter the market by offering health-focused CSDs that will pique consumer interest. As a result, IBISWorld expects that private-label CSD sales will grow, almost balancing out flat consumption. Industry revenue is forecast to decrease over the five years to 2017. For more information, visit IBISWorld’s Soda Production in the US industry report page.
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IBISWorld industry Report Key Topics
Firms in the Soda Production industry blend various ingredients with carbonated water and also package and distribute these beverages for resale. This industry excludes still beverage producers, energy drink producers, water purifiers, ice manufacturers and companies that only produce beverage ingredients or distribute beverages.
Key External Drivers
Industry Life Cycle
Products & Markets
Products & Services
Globalization & Trade
Market Share Concentration
Key Success Factors
Cost Structure Benchmarks
Barriers to Entry
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