Cabonates in Pakistan

CARBONATES IN PAKISTAN
Euromonitor International November 2012
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LIST OF CONTENTS AND TABLES

Headlines ..................................................................................................................................... 1 Trends .......................................................................................................................................... 1 Competitive Landscape ................................................................................................................ 2 Prospects ..................................................................................................................................... 3 Category Data .............................................................................................................................. 3 Table 1 Table 2 Table 3 Table 4 Table 5 Table 6 Table 7 Table 8 Table 9 Table 10 Table 11 Table 12 Table 13 Table 14 Table 15 Table 16 Table 17 Low-calorie Carbonates by Category 2005-2011 ......................................... 3 Off-trade Sales of Carbonates by Category: Volume 2006-2011 ................. 4 Off-trade Sales of Carbonates by Category: Value 2006-2011 .................... 4 Off-trade Sales of Carbonates by Category: % Volume Growth 20062011 ............................................................................................................. 4 Off-trade Sales of Carbonates by Category: % Value Growth 20062011 ............................................................................................................. 5 On-trade vs Off-trade Sales of Carbonates: Volume 2006-2011 .................. 5 On-trade vs Off-trade Sales of Carbonates: Value 2006-2011 ..................... 5 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 20062011 ............................................................................................................. 5 On-trade vs Off-trade Sales of Carbonates: % Value Growth 20062011 ............................................................................................................. 6 Company Shares of Carbonates by Off-trade Volume 2007-2011 ............... 6 Brand Shares of Carbonates by Off-trade Volume 2008-2011 ..................... 6 Company Shares of Carbonates by Off-trade Value 2007-2011 .................. 7 Brand Shares of Carbonates by Off-trade Value 2008-2011 ........................ 8 Forecast Off-trade Sales of Carbonates by Category: Volume 20112016 ............................................................................................................. 9 Forecast Off-trade Sales of Carbonates by Category: Value 20112016 ............................................................................................................. 9 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2011-2016 ....................................................................................... 9 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2011-2016 .................................................................................................. 10
Euromonitor International
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HEADLINES
In 2011 carbonates posts a total off-trade volume increase of 6% to reach 634 million litres and current value growth of 24% for off-trade value sales to hit PKR50 billion Marketing campaigns emphasising discount pricing were the most significant feature in carbonates As international brands become more affordable, consumers shift from cheaper local alternatives, causing unit prices to increase Coca-Cola Beverages Pakistan Ltd overtakes PepsiCo Inc with a leading value share of 40% in 2011 Carbonates is expected to post a CAGR of 7% in off-trade volume terms over the forecast period
TRENDS
Major players in carbonates PepsiCo and Coca-Cola continued to emphasise in their marketing campaigns the price advantage they offered through discount schemes. Viral marketing campaigns announcing a discount of PKR5 on a 1.5-litre bottle of Pepsi resounded well with consumers facing a high level of inflation from all corners. The majority of advertising campaigns focused on the pricing of the 1.5-litre PET bottles. Another common theme of marketing campaigns was linking the brand with a sense of national pride or accomplishment, be it a cheery anthem or a link to cricket. The 6% growth in off-trade volume sales in 2011 was slower than the CARG of 7% in the review period. Carbonates face stiff competition from other soft drink categories such as fruit and vegetable juices and concentrates and rising awareness about the health issues associated with consuming carbonated drinks, which have caused growth to slow down. These drinks are best serve chilled, but with a high level of electricity load shedding demand falls as these drinks cannot be properly cooled by the retailers or households. Low-calorie and standard regular cola were the fastest-growing areas in carbonates in 2011. This can be explained by the fact that almost all activity is focused on standard regular cola products such as Pepsi and Coca-Cola, while other carbonates sit on the periphery. In addition, in these hard economic times, if consumers were to restrict their consumption of carbonates, they would stick to the old and tested standard regular cola rather than experimenting in the other subcategories like low calorie colas. Despite all the talk about price competition and discount pricing in advertising campaigns, the price of carbonates went up in 2011. Retail outlets even charge extra money for a cold bottle as compared to one at room temperature due to the high energy costs. The main reason for the strong upward unit price movement is the shift of consumers towards the international brands that are priced at a higher level than local alternatives. The authentic taste, social acceptability and strong presence in the media have helped their cause. Other categories in carbonates also experienced moderate growth in off-trade volume terms. The slowest growth of 4% in off-trade volume terms was experienced by speciality regular cola drinks. With the mainstream marketing focus on regular cola and limited availability, speciality regular cola did not attract many new consumers and continued to be a minor subcategory in carbonates in Pakistan.
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There is a strong shift away from smaller bottles (250 ml) in off-trade sales as these are costlier to store and keep cold, both for the retail outlet and the consumer. The 0.5- and 1.5litre PET bottle are the most commonly available sizes for carbonated drinks, while returnable glass bottles are diminishing each day. This trend was observed mainly in large urban centres. Small bottles and glass bottling still have a significant portion of the sales in smaller cities and rural areas as these are most affordable. Carbonates continue be the main offering in the drinks section in restaurants, with 5% growth in on-trade volume to 251 million litres. As the products served in restaurants are priced higher than in the off-trade, on-trade volume only makes up 30% of total volume and is decreasing with time. A sharp increase in food prices at sales outlets discourages consumers from purchasing carbonates with their food unless it is packaged in with the meal, opting for water instead to keep the bill down. Low-calorie carbonates are gaining popularity quickly and are becoming available at a greater number of outlets as compared to the earlier part of the review period. This reflects the choices of health-conscious customers who demand low-calorie carbonates at retail and foodservice outlets, prompting business owners to include them in their stocks. Low-calories carbonates are quickly gaining share in the overall volume of carbonates sold and will be an important subcategory in the forecast period. Health and wellness non-cola carbonates did not form a significant part of carbonates sales in Pakistan in 2011. There is only negligible growth expected in the forecast period. Fountain sales accounted for less than 1% of on-trade sales in Pakistan in 2011. The channel is declining in importance as frequent electricity load shedding makes it unfeasible to use fountain machines in retail and foodservice outlets. Key consumers of carbonates are young males and females. Serious consumption begins in the early teens with the majority of consumers between the ages of 18 and 30. Carbonates are popular drinks across income groups and the urban/rural landscape. Products used as substitutes for carbonates include concentrates, fruit juices and water.
COMPETITIVE LANDSCAPE
Coca-Cola led carbonates with an off-trade volume share of 40%, followed closely by PepsiCo with a 37% share. Both companies top products contributed the majority of their volumes, with Coca-Cola having 26% of the total off-trade volume in carbonates and Pepsi 23%. Both these brands and companies have a long history and presence in Pakistan. Pepsi was the dominant brand in Pakistan over several decades, but recent successful advertising campaigns and improved distribution by Coca-Cola has put it slightly ahead in terms of offtrade volume sales. Coca-Cola experienced a two percentage point increase in its share in 2011. This can be attributed to a long string of successes in terms of marketing and distribution over the past few years. The popularity of Coke Studio (having completed three seasons in 2011), viral advertising campaigns covering multiple themes and increased availability through improved distribution helped Coca-Cola gain the upper hand in carbonates. International brands/manufacturers continue to dominate carbonates with a 77% volume share in cola carbonates and a 74% share in non-cola carbonates. These brands are international bestsellers and priced at a reasonable level, making competition from local variants futile. There were no key product launches in the category in 2011; this can be attributed to a defensive strategy by major players to continue focussing on marketing campaigns and distribution.
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The only packaging innovation seen in the market was the changing designs of the plastic cover of the bottles, especially the 1.5-litre ones, which reflects current advertising campaigns and add some innovation to the product mix, which has been the way it is for decades. Pepsi and Coca-Cola cater to consumers belonging to all income and social groups without any discrimination. These key brands are consumed in large quantities on special occasions and at festivals. For low-income consumers, the local economy brands offer lower prices and low quality and target semi-urban and rural areas, where there is not a lot of variety available.
PROSPECTS
Carbonates is expected to register a CAGR of just under 7% over the forecast period. As the population and consumers spending power increase this essential component of meals in most of the country will continue to grow in demand. Carbonates is extremely mature with distribution and advertising campaigns stretched to the point of saturation. Expected forecast performance is only slightly short of the CAGR of slightly over 7% over review period. Carbonates is mature and can be expected to grow at a steadily declining rate as the entry of new consumers declines and current consumers reach their upper limit of consumption. The growing popularity of substitute drinks such as concentrates and fruit juices and rising awareness of the health disadvantages of consuming carbonates are the major potential threats to the expected forecast volume growth of carbonates. Especially with regard to awareness, more than half of the population is illiterate and does not understand the detrimental effect of consuming large amounts of sugar and regularly consuming carbonated drinks. Non-cola carbonates are expected to have slower volumes CAGR over the forecast period. However, low-calorie cola carbonates are expected to have a faster growth rate over the forecast period. This can be associated with the increasing health awareness and image of low-calorie cola carbonates as a successful way of not gaining all those extra calories and sugar, and the expected rise in the popularity of non-cola carbonates as the demand for cola carbonate saturates over the forecast period. Price competition will remain an important feature of carbonates as the two leading players fiercely compete for sales share. There were no key product launches in carbonates in 2010/2011. New flavours or variants can be expected to be launched by both international and domestic companies as a way of trying to create or access a niche market area within the large category of carbonates that has been stagnant for years.
CATEGORY DATA
Table 1 Low-calorie Carbonates by Category 2005-2011
2005 Cola carbonates Lemonade/Lime Orange Mixers Other non-cola carbonates 30.5 9.7 12.2 0.0 4.8
2006 30.6 9.7 12.2 0.0 4.9
2007 30.7 9.7 12.3 0.0 5.0
2008 31.2 9.8 12.4 0.0 5.1
2009 31.2 10.0 12.5 0.0 5.3
2010 31.1 10.2 12.7 0.0 5.5
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2011 Cola carbonates Lemonade/Lime Orange Mixers Other non-cola carbonates

Source:
31.0 10.2 12.7 0.0 5.7
Euromonitor International from official statistics, trade associations, trade press, company research, store checks, trade interviews, trade sources
Table 2 million litres
Off-trade Sales of Carbonates by Category: Volume 2006-2011
2006 Cola Carbonates - Regular Cola Carbonates - Low Calorie Cola Carbonates Non-Cola Carbonates - Lemonade/Lime - Mixers - Orange Carbonates - Other Non-Cola Carbonates Carbonates
Source:
2007 365.6 340.7 24.9 128.8 48.0 24.0 56.8 494.5
2008 382.7 356.2 26.5 143.5 53.2 27.2 63.1 526.1
2009 412.2 383.9 28.3 152.8 56.3 28.8 67.7 565.0
2010 436.8 406.8 30.0 160.9 59.4 30.3 71.1 597.7
2011 464.1 432.1 32.0 170.0 63.0 32.0 75.0 634.1
331.3 309.0 22.2 113.7 42.9 21.1 49.8 445.0
Table 3 PKR mn
Off-trade Sales of Carbonates by Category: Value 2006-2011
Source:
2007 18,536.6 17,291.8 1,244.8 6,078.7 2,274.9 1,110.4 2,693.4 24,615.2
2008 20,289.2 18,864.0 1,425.2 7,265.0 2,694.6 1,341.2 3,229.2 27,554.1
2009 25,029.5 23,419.6 1,609.9 8,723.5 3,276.5 1,599.5 3,847.5 33,753.0
2010 29,722.3 27,775.7 1,946.5 10,700.8 4,161.2 1,878.0 4,661.6 40,423.1
2011 36,559.7 34,131.6 2,428.1 13,497.0 5,118.5 2,466.6 5,911.8 50,056.7
15,773.0 14,728.5 1,044.5 5,037.7 1,908.4 914.7 2,214.5 20,810.7
Table 4 % volume growth
Off-trade Sales of Carbonates by Category: % Volume Growth 2006-2011
2010/11 Cola Carbonates 6.3
2006-11 CAGR 7.0
2006/11 Total 40.1
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- Regular Cola Carbonates - Low Calorie Cola Carbonates Non-Cola Carbonates - Lemonade/Lime - Mixers - Orange Carbonates - Other Non-Cola Carbonates Carbonates
Source:
6.2 6.5 5.7 6.0 5.4 5.5 6.1
6.9 7.5 8.4 8.0 8.7 8.6 7.3
39.8 43.8 49.5 46.9 51.8 50.7 42.5
Table 5
Off-trade Sales of Carbonates by Category: % Value Growth 2006-2011
% current value growth 2010/11 Cola Carbonates - Regular Cola Carbonates - Low Calorie Cola Carbonates Non-Cola Carbonates - Lemonade/Lime - Mixers - Orange Carbonates - Other Non-Cola Carbonates Carbonates
Source:
2006-11 CAGR 18.3 18.3 18.4 21.8 21.8 21.9 21.7 19.2
2006/11 Total 131.8 131.7 132.5 167.9 168.2 169.7 167.0 140.5
23.0 22.9 24.7 26.1 23.0 31.3 26.8 23.8
On-trade vs Off-trade Sales of Carbonates: Volume 2006-2011
2006 Off-trade On-trade Total

Source:
2007 494.5 193.8 688.3
2008 526.1 219.8 746.0
2009 565.0 228.8 793.7
2010 597.7 239.3 837.0
2011 634.1 251.1 885.2
445.0 169.2 614.1
Table 7 PKR billion
On-trade vs Off-trade Sales of Carbonates: Value 2006-2011
2006 Off-trade On-trade Total

Source:
2007 24.6 17.5 42.1
2008 27.6 21.3 48.9
2009 33.8 24.7 58.5
2010 40.4 29.0 69.4
2011 50.1 35.2 85.3
20.8 14.3 35.1
Table 8 % volume growth
On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2006-2011
Passport
2010/11 Off-trade On-trade Total

Source:
2006-11 CAGR 7.3 8.2 7.6
2006/11 TOTAL 42.5 48.4 44.1
6.1 4.9 5.8
Table 9
On-trade vs Off-trade Sales of Carbonates: % Value Growth 2006-2011
% current value growth 2010/11 Off-trade On-trade Total

Source:
2006-11 CAGR 19.2 19.7 19.4
2006/11 TOTAL 140.5 146.2 142.8
23.8 21.6 22.9
Table 10
Company Shares of Carbonates by Off-trade Volume 2007-2011
% off-trade volume Company Coca-Cola Beverages Pakistan Ltd PepsiCo Inc Pakistan Mineral Water Bottling Plant (Pvt) Ltd Continental Beverages (Pvt) Ltd Mehran Bottlers Pvt Ltd Mecca-Cola World FZCO Mighty Beverages (Pvt) Ltd Bhittai Beverages (pvt) Ltd Aujan Industries Co Ltd Zamzam Beverage Co Coca-Cola Co, The Others Total
Source:
2007 32.6 37.8 6.4 3.9 3.6 1.5 2.0 0.7 0.3 0.5 0.2 10.5 100.0
2008 33.9 39.6 6.2 3.9 3.8 1.4 1.9 0.6 0.4 0.4 0.2 7.8 100.0
2009 35.2 38.2 6.1 3.8 3.7 1.3 1.8 0.6 0.3 0.4 0.2 8.4 100.0
2010 38.1 37.3 5.9 3.6 3.5 1.2 1.7 0.6 0.3 0.4 0.2 7.2 100.0
2011 40.2 37.0 5.4 3.6 3.0 1.2 1.0 0.6 0.3 0.3 0.3 7.2 100.0
Table 11
Brand Shares of Carbonates by Off-trade Volume 2008-2011
% off-trade volume Brand Coca-Cola Pepsi Sprite
Company Coca-Cola Beverages Pakistan Ltd PepsiCo Inc Coca-Cola Beverages Pakistan Ltd
2008 23.1 24.1 4.3
2009 23.9 23.5 5.0
2010 25.4 23.5 5.7
2011 25.8 23.4 6.8
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7-Up Amrat Cola Coca-Cola Light Diet Pepsi RC Cola Pakola Fanta Sprite Zero Amrat Lemon Lime Mirinda Mecca-Cola Pepsi Twist Lemon Lime Soda Mountain Dew Safa Cola Apple Sidra Qibla Cola Teem Zamzam Qibla 5 Lemon & Lime Double Cola Caffeine Free CocaCola Vimto Qibla Diet Cola Qibla-Cola Fantasy Orange Ski Diet Vimto Others Total
Source:
PepsiCo Inc Pakistan Mineral Water Bottling Plant (Pvt) Ltd Coca-Cola Beverages Pakistan Ltd PepsiCo Inc Continental Beverages (Pvt) Ltd Mehran Bottlers Pvt Ltd Coca-Cola Beverages Pakistan Ltd Coca-Cola Beverages Pakistan Ltd Pakistan Mineral Water Bottling Plant (Pvt) Ltd PepsiCo Inc Mecca-Cola World FZCO PepsiCo Inc Continental Beverages (Pvt) Ltd PepsiCo Inc Bhittai Beverages (pvt) Ltd PepsiCo Inc Mighty Beverages (Pvt) Ltd PepsiCo Inc Zamzam Beverage Co Mighty Beverages (Pvt) Ltd Mehran Bottlers Pvt Ltd Coca-Cola Co, The Aujan Industries Co Ltd Mighty Beverages (Pvt) Ltd Mighty Beverages (Pvt) Ltd Mehran Bottlers Pvt Ltd Aujan Industries Co Ltd
6.8 4.4 3.2 4.1 3.0 3.1 2.2 1.0 1.7 1.6 1.4 0.9 0.9 0.8 0.6 0.6 0.7 0.6 0.4 0.5 0.4 0.2 0.3 0.2 0.4 0.2 0.1 7.8 100.0
6.7 4.4 3.1 3.6 2.9 3.0 2.2 1.2 1.7 1.5 1.3 0.9 0.8 0.7 0.6 0.6 0.7 0.6 0.4 0.5 0.4 0.2 0.2 0.2 0.4 0.2 0.1 8.4 100.0
6.4 4.2 3.3 3.5 2.8 2.9 2.1 1.7 1.6 1.4 1.2 0.9 0.8 0.6 0.6 0.6 0.7 0.5 0.4 0.4 0.4 0.2 0.2 0.2 0.3 0.2 0.1 7.2 100.0
6.3 4.0 3.7 3.7 2.9 2.6 2.0 1.8 1.4 1.3 1.2 0.9 0.7 0.6 0.6 0.5 0.4 0.3 0.3 0.3 0.3 0.3 0.2 0.2 0.2 0.1 0.1 7.2 100.0
Table 12
Company Shares of Carbonates by Off-trade Value 2007-2011
% off-trade value rsp Company Coca-Cola Beverages Pakistan Ltd PepsiCo Inc Pakistan Mineral Water Bottling Plant (Pvt) Ltd Continental Beverages (Pvt) Ltd Mehran Bottlers Pvt Ltd Mecca-Cola World FZCO Mighty Beverages (Pvt) Ltd Bhittai Beverages (pvt)
2007 32.2 39.5 4.8 3.3 3.2 1.2 1.6 0.7
2008 34.5 42.4 4.7 3.1 3.4 1.1 1.5 0.6
2009 36.3 40.0 4.8 3.3 3.4 1.1 1.5 0.7
2010 38.4 39.6 4.3 3.0 3.4 1.0 1.4 0.6
2011 40.4 39.1 3.9 3.1 2.8 0.9 0.8 0.6
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Ltd Aujan Industries Co Ltd Coca-Cola Co, The Zamzam Beverage Co Others Total
Source:
0.3 0.2 0.2 12.6 100.0
0.3 0.3 0.2 7.9 100.0
0.4 0.2 0.2 8.1 100.0
0.3 0.2 0.2 7.5 100.0
0.3 0.3 0.1 7.8 100.0
Table 13
Brand Shares of Carbonates by Off-trade Value 2008-2011
% off-trade value rsp Brand Coca-Cola Pepsi Sprite 7-Up Diet Pepsi Coca-Cola Light RC Cola Amrat Cola Pakola Fanta Sprite Zero Mirinda Amrat Lemon Lime Mecca-Cola Pepsi Twist Mountain Dew Safa Cola Lemon Lime Soda Apple Sidra Teem Double Cola Qibla Cola Caffeine Free CocaCola Vimto Qibla 5 Lemon & Lime Qibla Diet Cola Zamzam Qibla-Cola Fantasy Orange Ski Diet Vimto Others Total
Company Coca-Cola Beverages Pakistan Ltd PepsiCo Inc Coca-Cola Beverages Pakistan Ltd PepsiCo Inc PepsiCo Inc Coca-Cola Beverages Pakistan Ltd Continental Beverages (Pvt) Ltd Pakistan Mineral Water Bottling Plant (Pvt) Ltd Mehran Bottlers Pvt Ltd Coca-Cola Beverages Pakistan Ltd Coca-Cola Beverages Pakistan Ltd PepsiCo Inc Pakistan Mineral Water Bottling Plant (Pvt) Ltd Mecca-Cola World FZCO PepsiCo Inc PepsiCo Inc Bhittai Beverages (pvt) Ltd Continental Beverages (Pvt) Ltd PepsiCo Inc PepsiCo Inc Mehran Bottlers Pvt Ltd Mighty Beverages (Pvt) Ltd Coca-Cola Co, The Aujan Industries Co Ltd Mighty Beverages (Pvt) Ltd Mighty Beverages (Pvt) Ltd Zamzam Beverage Co Mighty Beverages (Pvt) Ltd Mehran Bottlers Pvt Ltd Aujan Industries Co Ltd
2008 24.3 26.7 4.2 6.6 4.6 2.9 2.4 3.1 2.6 2.3 0.8 1.6 1.6 1.1 0.9 0.8 0.6 0.7 0.6 0.7 0.6 0.6 0.3 0.3 0.4 0.2 0.2 0.3 0.3 0.1 7.9 100.0
2009 25.2 25.2 4.7 6.4 4.1 3.1 2.6 3.3 2.7 2.3 1.0 1.5 1.6 1.1 0.9 0.7 0.7 0.7 0.6 0.6 0.5 0.6 0.2 0.3 0.4 0.2 0.2 0.3 0.2 0.1 8.1 100.0
2010 25.7 25.3 5.6 6.4 3.9 3.3 2.4 2.8 2.7 2.3 1.5 1.5 1.5 1.0 0.9 0.6 0.6 0.6 0.6 0.5 0.4 0.5 0.2 0.2 0.4 0.2 0.2 0.3 0.2 0.1 7.5 100.0
2011 25.9 24.8 6.9 6.3 4.0 3.7 2.6 2.6 2.4 2.3 1.6 1.3 1.3 0.9 0.9 0.7 0.6 0.5 0.5 0.4 0.3 0.3 0.3 0.2 0.2 0.1 0.1 0.1 0.1 0.1 7.8 100.0
Passport
Source:
Forecast Off-trade Sales of Carbonates by Category: Volume 2011-2016
Source:
2012 494.2 459.9 34.2 180.4 67.1 33.8 79.5 674.6
2013 527.3 490.5 36.8 192.1 71.8 35.8 84.5 719.4
2014 564.2 524.5 39.8 205.2 77.2 38.0 90.0 769.4
2015 605.1 561.9 43.1 219.9 83.4 40.4 96.2 825.0
2016 650.7 603.7 47.0 236.4 90.4 43.0 102.9 887.1
464.1 432.1 32.0 170.0 63.0 32.0 75.0 634.1
Euromonitor International from trade associations, trade press, company research, trade interviews, trade sources
Table 15 PKR mn
Forecast Off-trade Sales of Carbonates by Category: Value 2011-2016
Source:
2012 39,260.4 36,625.9 2,634.5 14,627.7 5,476.8 2,730.5 6,420.4 53,888.1
2013 42,235.7 39,364.0 2,871.6 15,731.2 5,887.6 2,954.5 6,889.1 57,966.8
2014 45,520.7 42,376.3 3,144.4 16,831.1 6,358.6 3,163.1 7,309.3 62,351.8
2015 49,193.6 45,734.7 3,458.9 17,971.9 6,899.1 3,368.7 7,704.0 67,165.5
2016 53,294.5 49,588.4 3,706.1 19,249.2 7,555.5 3,604.5 8,089.2 72,543.7
36,559.7 34,131.6 2,428.1 13,497.0 5,118.5 2,466.6 5,911.8 50,056.7
Table 16
Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 20112016
% volume growth 2015/16 Cola Carbonates - Regular Cola Carbonates - Low Calorie Cola Carbonates Non-Cola Carbonates - Lemonade/Lime - Mixers - Orange Carbonates - Other Non-Cola Carbonates Carbonates 7.5 7.4 9.0 7.5 8.5 6.5 7.0 7.5 2011-16 CAGR 7.0 6.9 8.0 6.8 7.5 6.1 6.5 6.9 2011/16 Total 40.2 39.7 46.9 39.0 43.5 34.3 37.3 39.9
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10
Source:
Table 17
Forecast Off-trade Sales of Carbonates by Category: % Value Growth 20112016
% constant value growth 2011-16 CAGR Cola Carbonates - Regular Cola Carbonates - Low Calorie Cola Carbonates Non-Cola Carbonates - Lemonade/Lime - Mixers - Orange Carbonates - Other Non-Cola Carbonates Carbonates
Source:
2011/16 TOTAL 45.8 45.3 52.6 42.6 47.6 46.1 36.8 44.9
7.8 7.8 8.8 7.4 8.1 7.9 6.5 7.7

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CARBONATES IN PAKISTAN

Euromonitor International November 2012

LIST OF CONTENTS AND TABLES

2006 30.6 9.7 12.2 0.0 4.9

2007 30.7 9.7 12.3 0.0 5.0

2008 31.2 9.8 12.4 0.0 5.1

2009 31.2 10.0 12.5 0.0 5.3

2010 31.1 10.2 12.7 0.0 5.5

2011 Cola carbonates Lemonade/Lime Orange Mixers Other non-cola carbonates

31.0 10.2 12.7 0.0 5.7

Table 2 million litres

Off-trade Sales of Carbonates by Category: Volume 2006-2011

2007 365.6 340.7 24.9 128.8 48.0 24.0 56.8 494.5

2008 382.7 356.2 26.5 143.5 53.2 27.2 63.1 526.1

2009 412.2 383.9 28.3 152.8 56.3 28.8 67.7 565.0

2010 436.8 406.8 30.0 160.9 59.4 30.3 71.1 597.7

2011 464.1 432.1 32.0 170.0 63.0 32.0 75.0 634.1

331.3 309.0 22.2 113.7 42.9 21.1 49.8 445.0

Off-trade Sales of Carbonates by Category: Value 2006-2011

2007 18,536.6 17,291.8 1,244.8 6,078.7 2,274.9 1,110.4 2,693.4 24,615.2

2008 20,289.2 18,864.0 1,425.2 7,265.0 2,694.6 1,341.2 3,229.2 27,554.1

2009 25,029.5 23,419.6 1,609.9 8,723.5 3,276.5 1,599.5 3,847.5 33,753.0

2010 29,722.3 27,775.7 1,946.5 10,700.8 4,161.2 1,878.0 4,661.6 40,423.1

2011 36,559.7 34,131.6 2,428.1 13,497.0 5,118.5 2,466.6 5,911.8 50,056.7

15,773.0 14,728.5 1,044.5 5,037.7 1,908.4 914.7 2,214.5 20,810.7

Table 4 % volume growth

Off-trade Sales of Carbonates by Category: % Volume Growth 2006-2011

2010/11 Cola Carbonates 6.3

2006-11 CAGR 7.0

2006/11 Total 40.1

6.2 6.5 5.7 6.0 5.4 5.5 6.1

6.9 7.5 8.4 8.0 8.7 8.6 7.3

39.8 43.8 49.5 46.9 51.8 50.7 42.5

Off-trade Sales of Carbonates by Category: % Value Growth 2006-2011

23.0 22.9 24.7 26.1 23.0 31.3 26.8 23.8

Table 6 million litres

On-trade vs Off-trade Sales of Carbonates: Volume 2006-2011

2006 Off-trade On-trade Total

2007 494.5 193.8 688.3

2008 526.1 219.8 746.0

2009 565.0 228.8 793.7

2010 597.7 239.3 837.0

2011 634.1 251.1 885.2

445.0 169.2 614.1

Table 7 PKR billion

On-trade vs Off-trade Sales of Carbonates: Value 2006-2011

2006 Off-trade On-trade Total

2007 24.6 17.5 42.1

2008 27.6 21.3 48.9

2009 33.8 24.7 58.5

2010 40.4 29.0 69.4

2011 50.1 35.2 85.3

20.8 14.3 35.1

Table 8 % volume growth

On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2006-2011

2010/11 Off-trade On-trade Total

2006-11 CAGR 7.3 8.2 7.6

2006/11 TOTAL 42.5 48.4 44.1

6.1 4.9 5.8

On-trade vs Off-trade Sales of Carbonates: % Value Growth 2006-2011

% current value growth 2010/11 Off-trade On-trade Total

2006-11 CAGR 19.2 19.7 19.4

2006/11 TOTAL 140.5 146.2 142.8

23.8 21.6 22.9