Canadean says carbonates set to bounce back in 2010

The global market for carbonated soft drinks saw its growth rate halve in 2008, dropping from 3% in 2007 to 1.4%.

However, Canadean research consultants are forecasting better times ahead and they expect the market growth rate to accelerate next year as the world puts its economic woes behind. 

In the meantime, 2009 will see growth slow significantly, according to Canadean's recently published Global Carbonates Report.

Despite the slowdown, carbonates account for nearly four in every 10 litres of soft drinks consumed around the world. 

Worldwide per capita in 2008 was 31 litres per person, ranging from 11 litres in the rest of Africa to as high as 157 litres in North America. 

In some parts of the developed world where per capita is high, the market has reached maturity and it will be the developing world that is the source of most of the future rises.

Asia is expected to contribute an extra nine billion litres to the carbonates category in the next five years - Canadean's Asian team expect the carbonates market in their region to expand by nearly a third. 

The Middle East and North Africa will pose growth of almost 30%. 

Of the other developing parts of the globe, East Europe appears to be set for a more prolonged period of correction and is only expected to return to growth in 2011.

The reliance on the developing world to expand the category is reflected in the fact that the low-calorie segment is set to lose share to the regular segment in 2009. 

In less affluent markets, the sugar debate is less relevant and the demand for 'light' or 'diet' drinks is minimal. 

In more developed markets, the issue of obesity has had a high profile and the low calorie segment has played an important part in maintaining demand. 

Low calorie drinks make up 15% of total volume today.

(Asia food Journal 2010)