Packaged soft drinks see cola share decline

Heavy citrus CSD volume continues growth

Although cola continues to dominate the volume sales for the packaged carbonated soft drink (CSD) market, the staple flavor has seen its competition rise in the ranks. According to New York-based Beverage Marketing Corporation (BMC), the cola segment — excluding caffeine free and cherry cola, but including vanilla and lemon varieties — will experience modest declines through 2019. In the market research firm’s August report titled “U.S. Carbonated Soft drinks through 2019,” it forecasts the segment’s share of the market will decline from 40.7 percent in 2014 to 39.5 percent in 2019.

However, heavy citrus flavors will experience modest increases during that same time period. BMC predicts that the flavor segment will see its market share increase from 15.7 percent in 2014 to 16.5 percent in 2019.

The diet flavor segments will see slightly larger changes in the share of market, though. The market research firm anticipates that the diet cola segment — including diet cherry, vanilla, lemon and lime cola varieties — will see market share decrease 2.4 percentage points (58 percent to 55.6 percent) from 2014 to 2019. In comparison, diet heavy citrus will increase 1.7 percentage points (8.2 percent to 9.9 percent) in that same time period, based on BMC predictions.

Jessica Jacobsen, editor of Beverage Industry, visits a range of beverage companies for cover stories and facility tours, represents the magazine at trade shows and industry events, and works with the Beverage Industry team to determine the content and direction of the magazine and its online components. She earned a Bachelor of Arts in Journalism from Marquette University.

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