Boston, MA -- (ReleaseWire) -- 06/24/2014 -- Carbonates in Portugal has been experiencing numerous difficulties recovering to the point where positive growth is possible. Carbonates remains the second most consumed soft drinks category in Portugal. However, regardless of this high popularity, economic constraints have dictated declines in consumption in recent years. In order to manage family budgets, a high number of Portuguese households have opted to consume cheaper soft drinks and tap water has become increasingly popular. This adverse situation continued to undermine the performance of carbonates throughout the review period and in 2013 resulted in an 8% off-trade value decline in the category.
Coca-Cola remains the most popular carbonates brand in Portugal and held a 31% value share in 2013. The unique marketing surrounding the brand captivated the interest of the majority of Portuguese consumers throughout the review period, encouraging them to remain loyal to Coca-Cola. According to several studies, while Coca-Cola consumers affirm that they rarely supplant their preferred brand for rival brand Pepsi, Pepsi's regular consumers often admit that they try Coca-Cola as an alternative to Pepsi quite often.
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The financial adjustment programme implemented in Portugal by the International Monetary Fund earlier in the review period is set to come to an end during 2014. Nonetheless, it has not yet been decided whether an additional probationary period will be required. This period of uncertainty is unlikely to be particularly beneficial for carbonates overall and the category is expected to register a modest CAGR over the forecast period as the majority of consumers remain cautious about the state of the local economy and this is leading to them continuing to limit their spending on all unnecessary and non-essential items.
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The Carbonates in Portugal market research report includes:
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- How does the sales performance of domestic manufacturers compare to international brands/manufacturers?
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