Soft Drinks in Australia: Euromonitor International March 2016

SOFT DRINKS IN AUSTRALIA
Euromonitor International
March 2016
LIST OF CONTENTS AND TABLES

Executive Summary ..................................................................................................................... 1
Health Problems Drive the Decline in Sugary Drinks ................................................................ 1
Stevia in the Mainstream in Australia........................................................................................ 1
A Segmenting Market: Premium and Value Products Enjoy Growth ........................................ 1
Australias Coffee Culture Influences Rtd Coffee ...................................................................... 1
Challenging Times Ahead for Soft Drinks ................................................................................. 1
Key Trends and Developments .................................................................................................... 1
Possible Tax on Sugary Drinks Negatively Impacts Consumption of Soft Drinks ..................... 2
Health Star Ratings Extended To Soft Drinks ........................................................................... 2
Foreign Companies Buying Up healthy Australian Businesses .............................................. 3
Market 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
Table 18
Table 19
Table 20
Table 21
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel:

Volume 2010-2015 ....................................................................................... 3
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: %
Volume Growth 2010-2015 .......................................................................... 4
Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 20102015 ............................................................................................................. 4
Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value
Growth 2010-2015 ....................................................................................... 4
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category:
Volume 2015 ................................................................................................ 4
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: %
Volume 2015 ................................................................................................ 5
Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2015 ........... 5
Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2015....... 5
Off-trade Sales of Soft Drinks (as sold) by Category: Volume 20102015 ............................................................................................................. 6
Off-trade Sales of Soft Drinks (as sold) by Category: % Volume
Growth 2010-2015 ....................................................................................... 6
Off-trade Sales of Soft Drinks by Category: Value 2010-2015 ..................... 6
Off-trade Sales of Soft Drinks by Category: % Value Growth 20102015 ............................................................................................................. 7
Total Sales of Soft Drinks by Fountain On-trade: Volume 2010-2015 .......... 7
Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth
2010-2015 .................................................................................................... 7
NBO Company Shares of Off-trade Soft Drinks (as sold): % Volume
2011-2015 .................................................................................................... 7
LBN Brand Shares of Off-trade Soft Drinks (as sold): % Volume 20122015 ............................................................................................................. 8
NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume
2011-2015 .................................................................................................. 10
LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 20122015 ........................................................................................................... 11
NBO Company Shares of Off-trade Soft Drinks: % Value 2011-2015 ........ 12
LBN Brand Shares of Off-trade Soft Drinks: % Value 2012-2015 .............. 13
Penetration of Private Label in Off-trade Soft Drinks (as sold) by
Category: % Volume 2010-2015 ................................................................ 14
Passport
Table 22
Table 23
Table 24
Table 25
Table 26
Table 27
Table 28
Table 29
Table 30
Table 31
Table 32
Table 33
Penetration of Private Label in Off-trade Soft Drinks by Category: %

Value 2010-2015 ........................................................................................ 14
Distribution of Off-trade Soft Drinks (as sold) by Format and Category:
% Volume 2015 .......................................................................................... 15
Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by
Channel: Volume 2015-2020 ..................................................................... 16
Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by
Channel: % Volume Growth 2015-2020 ..................................................... 16
Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel:
Value 2015-2020 ........................................................................................ 16
Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: %
Value Growth 2015-2020 ........................................................................... 16
Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume
2015-2020 .................................................................................................. 17
Forecast Off-trade Sales of Soft Drinks (as sold) by Category: %
Volume Growth 2015-2020 ........................................................................ 17
Forecast Off-trade Sales of Soft Drinks by Category: Value 20152020 ........................................................................................................... 17
Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth
2015-2020 .................................................................................................. 18
Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume
2015-2020 .................................................................................................. 18
Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume
Growth 2015-2020 ..................................................................................... 18
Appendix .................................................................................................................................... 18
Fountain Sales in Australia ..................................................................................................... 18
Sources ...................................................................................................................................... 19
Summary 1
Research Sources ...................................................................................... 19
Passport
II

EXECUTIVE SUMMARY
Health Problems Drive the Decline in Sugary Drinks
Studies show the health impacts of sugary drinks are weight gain, diabetes and tooth decay.
To this end, health and wellness remained a driving force in consumer purchases in soft drinks
in Australia. Products perceived as healthy or nutritious, such as bottled water, RTD tea or RTD
coffee, delivered the strongest performances whilst products perceived as containing high sugar
content, such as carbonates, juice and concentrates, suffered in 2015.
Stevia in the Mainstream in Australia

Coca-Cola Amatil launched its fourth variant of its original Coca-Cola product, Coke Life, in
2015. Packaged in bright green, it joins Pepsi Next as a low calorie cola carbonate offering
fewer kilojoules than its original variant due to the use of stevia. The marketing of these steviasweetened beverages was supported by multi-million dollar campaigns to raise awareness and
drive sales, and was primarily directed at health-conscious consumers who were increasingly
turning away from regular carbonates. The use of stevia became widespread in 2015 with
manufacturers launching new products in other categories such as juice or concentrates.
A Segmenting Market: Premium and Value Products Enjoy Growth

In 2015, consumers continued to seek out high-quality beverages with a unique value
proposition. This could be through unique flavours, functional benefits, packaging or production
method. Most recently, new product formulations included stevia, superfoods, or locally-sourced
fruit and vegetables. Whilst premium products were popular, Australians also sought value and
private label products were therefore popular, particularly in bottled water and concentrates.
Australias Coffee Culture Influences Rtd Coffee

The strength of the coffee culture in Australia positively impacted the performance of RTD
coffee in 2015. New brands, such as 8-Bar Iced Coffee and The Kind Coffee Co. cold brew
coffee were launched as well as new flavour extensions aligned with barista-inspired flavours
led by premium-positioned Barista Bros and Rush brands, and included double shot variants.
Challenging Times Ahead for Soft Drinks

Off-trade value growth at constant 2015 prices in soft drinks is expected to be only very
slightly higher over the forecast period compared with that registered during the review period.
This will largely be due to a mature soft drinks market which is increasingly price-driven. Strong
promotional activity is expected in retail outlets, as consumers have become accustomed to
buying on promotion. Over the forecast period, manufacturers will likely attempt to re-engage
with consumers, focusing on reduced-sugar, better-for-you beverages.
KEY TRENDS AND DEVELOPMENTS
Passport
Possible Tax on Sugary Drinks Negatively Impacts Consumption of Soft

Drinks
The Obesity Policy Coalition in Australia sent a clear message in 2015: a tax on soft drinks
could reduce obesity. Strong messages warning consumers of the dangers of sugary drinks
resulted in continued declines in soft drinks categories containing drinks with high sugar levels,
such as carbonates (a 2% retail volume decline), concentrates ( a 7% retail volume decline) and
juice, with a 2% retail volume decline. Despite the calls for a sugar tax in Australia, industry
bodies and the government argued there was not enough evidence to push for a tax on sugary
drinks. Manufacturers responded with new product launches within soft drinks categories
emphasising low or reduced sugar in 2015. Examples included Ocean Sprays low sugar
range of dinks and Coke Life.
The sugar tax debate continues, although Australia is not alone in the debate, which is
occurring worldwide, with some countries, including Mexico, Chile and France, already
experimenting with a sugar tax. In the UK, British Prime Minister David Cameron came out
against a tax in October 2015 and announced the UK government had no plans to introduce a
tax on sugar-sweetened beverages. One of the key reasons was that a tax, like almost all
consumption taxes (such as those on tobacco and alcohol) would be regressive and would
disproportionately impact poor families.
Outlook
Through discussions about new policies to target consumers of sugary drinks and positively
influence health, consumers are coming to an understanding that sugary drinks provide little, if
no nutrition, and are a contributor to obesity. This will no doubt drive the continued decline in
carbonates, which has an expected negative retail volume CAGR of 1% over the forecast
period, with particular attention on regular cola carbonates, as well as concentrates and juice.
Euromonitor International expects low calorie or reduced sugar categories to buck the trend in
the category and experience positive growth over the forecast period.
The declines in carbonates, concentrates and juice will also likely have a positive impact in
categories which are perceived to be better for health. This is expected to be in bottled water,
RTD tea and RTD coffee. Retail volume CAGRs over the forecast period are expected to be 6%
for both bottled water and RTD tea, and 7% for RTD coffee.
Health Star Ratings Extended To Soft Drinks

The year 2015 was the first full year that the Health Star Rating system was utilised in
Australia. The system was developed as a collaborative process involving the Australian
government, industry, public health and consumer groups, and with technical input from Food
Standards Australia and New Zealand. Beginning in July 2014 as a voluntary method of food
labelling, the system has now been extended to beverages. The scheme helps consumers by
comparing the nutritional profile of products within the same category. Quite simply, it uses a
star system from half to five stars, with the more stars present on the front of the pack, the more
healthy the choice.
However, the current Health Star Rating system has its limitations. A high Health Star rating
does not mean that the packaged foods and drinks are better for you than unpackaged food and
drinks, to which this system does not apply. Nor does it mean that packaged food and drinks
provides all that is required for a nutritious diet. Whilst the star system is being rolled out into
soft drinks in Australia, it had yet to take full effect by the end of the review period. This is in part
because the system will only truly help consumers make decisions if most (and if not all) food
and drinks companies are on board.
Passport
Outlook
The Health Star Rating system will slowly be applied to soft drinks in Australia. As of 2015
consumers could see the stars appear on bottled water, and soon on the labels of carbonates
sold in Australia. Whist the system is a voluntary application, manufacturers are already
applying the system to the majority of their products. In foods, this includes Nestl Australia,
Simplot Australia, and a large number of Woolworths own private label products. In drinks, the
system will be applied to all products across Lions portfolio, which includes juice and RTD
coffee. Although Coca-Cola has said it plans to apply the system to its drinks brands, it was not
made known when this would be implemented.
Making food and drink choices can be a difficult task for consumers. Products claiming to be
low fat can often be full of sugar and high in kilojoules, for example. In addition, claims of added
vitamins and minerals can often be masked within a product by having other nutritional features.
So, with the new system, manufacturers will be more careful with their claims and, on the other
hand, consumers can rest assured that when they purchase a product with a high number of
stars, they are indeed purchasing products that reflect the Australian Dietary guidelines and are
better for you.
Foreign Companies Buying Up healthy Australian Businesses

In 2015, Nudie Foods Australia was sold to Philippines-based Monde Nissin Corporation, for
approximately A$80 million. In what was considered a positive step forward, Nudie Foodss chief
executive commented in a public statement, Monde Nissin are a group of people that share
very similar values to us and have the resources required to take our much loved Nudie to the
next level in both Australia and also various markets across Asia Pacific.
The sale of Nudie Foods was a big loss to Australia. After 12 years in the market, the
Australian Juice brand Nudie had become a major player in 100% not from concentrate juice. By
employing an innovative marketing approach, it was able to challenge international players in
juice, Lion and HJ Heinz, in Australia. A spokesperson for Monde Nissin said, Were buying
these businesses because of the people and the processes and how theyve got to where they
are and wed like that to continue; its a good story for Australian manufacturing.
Outlook
Euromonitor international expects the Nudie brand to maintain its position in soft drinks in
Australia. Monde Nissin Corporation remarked it intends the Nudie team to remain as it is in
Australia, and the company committed to its staff, customers and suppliers, including Australian
farmers who supply more than 93% of the fruit used to make Nudie juice. With additional
resources from its new owner, it is also expected that the Nudie brand will expand into other
categories in drinks. Most recently, the company launched into carbonates through its Nudie &
Soda product and it is likely this will continue.
Monde Nissin Corporation has no doubt increased its interest in the Australian food and
beverage market. Monde Nissin not only acquired Nudie Foods Australia, but also Australian
dips brand, Black Swan, in 2014 and Australian food maker and wholesaler, Menora Foods in
2015. It is also expected that Monde Nissin Corporation will leverage its distribution systems in
Asia and take these Australian brands into new markets and further grow the brands.
MARKET DATA
Table 1
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume

2010-2015
Passport
Passport
million litres
Off-trade
On-trade
Total
Source:
Note:
2010
2011
2012
2013
2014
2015
3,418.0
477.5
3,895.5
3,436.3
483.0
3,919.3
3,468.7
488.6
3,957.2
3,509.5
494.0
4,003.4
3,536.6
499.2
4,035.9
3,557.3
499.9
4,057.2
Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Excludes powder concentrates
Table 2
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: % Volume

Growth 2010-2015
% volume growth
Off-trade
On-trade
Total
Source:
Note:
2014/15
2010-15 CAGR
2010/15 TOTAL
0.6
0.1
0.5
0.8
0.9
0.8
4.1
4.7
4.1
Table 3
Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2010-2015
AUD million
Off-trade
On-trade
Total
Source:
2010
2011
2012
2013
2014
2015
8,152.9
3,269.6
11,422.6
8,455.8
3,406.6
11,862.3
8,720.2
3,509.7
12,229.9
8,886.8
3,578.6
12,465.3
9,064.2
3,639.2
12,703.4
9,172.4
3,638.8
12,811.1
Table 4
Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 20102015
% constant value growth
Off-trade
On-trade
Total
Source:
2014/15
2010-15 CAGR
2010/15 TOTAL
1.2
0.0
0.8
2.4
2.2
2.3
12.5
11.3
12.2
Table 5
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume

2015
million litres
Bottled Water
Carbonates
Off-trade
On-trade
TOTAL
628.2
1,723.3
150.4
282.1
778.6
2,005.4
Concentrates
Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:
Note:
Passport
104.5
633.3
192.0
48.8
227.1
3,557.3
28.4
19.3
19.8
499.9
104.5
661.7
192.0
68.1
246.9
4,057.2
Table 6
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume

2015
% volume analysis

Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
Note:
Off-trade
On-trade
Total
80.7
85.9
100.0
95.7
100.0
71.7
87.7
92.0
19.3
14.1
4.3
28.3
12.3
8.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
100.0
Table 7
Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2015
AUD million
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
Off-trade
On-trade
TOTAL
1,105.4
3,981.6
287.8
1,524.9
724.6
169.6
1,378.6
9,172.4
583.4
2,450.1
139.5
130.4
335.4
3,638.8
1,688.9
6,431.7
287.8
1,664.4
724.6
299.9
1,714.0
12,811.1
Table 8
Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2015
% value analysis

Bottled Water
Carbonates
Off-trade
On-trade
Total
65.5
61.9
34.5
38.1
100.0
100.0
Passport
Concentrates
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
100.0
91.6
100.0
56.5
71.6
80.4
8.4
43.5
28.4
19.6
100.0
100.0
100.0
100.0
100.0
100.0
Table 9
Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2010-2015
million litres
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
Note:
2010
2011
2012
2013
2014
2015
471.2
1,787.0
132.6
687.2
145.9
30.7
163.3
3,418.0
483.9
1,772.6
127.3
682.1
156.0
33.8
180.5
3,436.3
501.3
1,776.1
124.1
674.3
161.7
37.7
193.6
3,468.7
539.1
1,770.5
119.5
664.8
169.4
41.4
204.9
3,509.5
584.3
1,751.1
112.2
648.1
178.7
45.2
217.0
3,536.6
628.2
1,723.3
104.5
633.3
192.0
48.8
227.1
3,557.3
Table 10
Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 20102015
% volume growth
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
Note:
2014/15
2010-15 CAGR
2010/15 Total
7.5
-1.6
-6.9
-2.3
7.4
8.1
4.6
0.6
5.9
-0.7
-4.6
-1.6
5.6
9.7
6.8
0.8
33.3
-3.6
-21.2
-7.8
31.6
58.9
39.0
4.1
Table 11
Off-trade Sales of Soft Drinks by Category: Value 2010-2015
AUD million
Bottled Water
Carbonates
Concentrates
Juice
2010
2011
2012
2013
2014
2015
841.4
3,900.7
310.8
1,512.0
878.6
3,970.1
302.6
1,523.9
918.3
4,050.0
292.3
1,534.6
972.1
4,061.7
289.0
1,532.4
1,039.9
4,054.8
288.8
1,528.6
1,105.4
3,981.6
287.8
1,524.9
RTD Coffee
RTD Tea
Soft Drinks
Source:
Passport
534.7
100.5
952.9
8,152.9
570.1
115.8
1,094.6
8,455.8
599.8
126.9
1,198.4
8,720.2
632.2
139.8
1,259.6
8,886.8
670.7
155.7
1,325.7
9,064.2
724.6
169.6
1,378.6
9,172.4
Table 12
Off-trade Sales of Soft Drinks by Category: % Value Growth 2010-2015
% current value growth
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
2014/15
2010-15 CAGR
2010/15 Total
6.3
-1.8
-0.4
-0.2
8.0
8.9
4.0
1.2
5.6
0.4
-1.5
0.2
6.3
11.0
7.7
2.4
31.4
2.1
-7.4
0.9
35.5
68.7
44.7
12.5
Table 13
Total Sales of Soft Drinks by Fountain On-trade: Volume 2010-2015
million litres
Total Fountain On-trade

Source:
Table 14
2010
2011
2012
2013
2014
2015
158.4
163.2
167.3
171.8
176.3
180.5
Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth 20102015
% fountain volume growth

Source:
Table 15
2014/15
2010-15 CAGR
2010/15 TOTAL
2.4
2.6
13.9
NBO Company Shares of Off-trade Soft Drinks (as sold): % Volume 20112015
% off-trade volume
Company
Coca-Cola Amatil Ltd
Schweppes Australia Pty
Ltd
2011
2012
2013
2014
2015
34.4
22.8
33.8
23.1
32.5
23.3
31.6
23.5
31.1
23.7
Passport
Lion Pty Ltd

Heinz Co Australia Ltd,
HJ
Tru Blu Beverages Pty Ltd
Parmalat Australia Pty
Ltd
Frucor Beverages Ltd
Unilever Australia Ltd
Red Bull Australia Pty
Ltd
Bundaberg Brewed Drinks
Pty Ltd
Nudie Foods Australia
Pty Ltd
Noble Beverages Pty Ltd
Snowy Mountain
Beverages Pty Ltd
Nippy's Fruit Juices
Pty Ltd
Campbell Soup Co
Bickford's Australia
Pty Ltd
Ocean Spray Cranberries
Inc
Steric Trading Pty Ltd
Coca-Cola Amatil (Aust)
Pty Ltd
San Pellegrino SpA
Frucor Beverages
(Australia) Ltd
Made (Aust) Pty Ltd
SodaStream Australia
Pty Ltd
Red Eye Co, The
GlaxoSmithKline
Australia Pty Ltd
Nutrient Water Pty Ltd
Cadbury Schweppes
Australia Ltd
Dairy Farmers Ltd
Foster's Australia Ltd
Fonterra Brands
(Australia) Pty Ltd
Private Label
Others
Total
Source:
Note:
Table 16
9.8
5.8
9.7
5.7
9.3
5.6
8.7
5.5
8.3
5.2
2.8
2.1
2.6
2.1
2.6
2.1
2.5
2.1
2.3
2.2
1.5
0.7
0.7
1.6
0.8
0.7
1.7
0.9
0.8
2.0
1.0
0.8
2.1
1.1
0.8
0.5
0.5
0.6
0.7
0.8
0.4
0.5
0.6
0.7
0.7
0.5
0.4
0.5
0.4
0.6
0.5
0.6
0.5
0.6
0.5
0.1
0.1
0.2
0.3
0.5
0.4
0.3
0.4
0.3
0.4
0.3
0.5
0.3
0.5
0.4
0.4
0.3
0.3
0.3
0.3
0.1
-
0.1
-
0.1
-
0.2
0.0
0.2
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.1
0.1
0.1
0.1
0.0
0.1
0.1
0.1
0.1
0.1
0.1
0.0
0.2
0.0
0.2
0.0
0.2
0.0
-
0.0
-
0.1
0.2
0.0
-
6.9
8.7
100.0
7.7
8.3
100.0
8.2
8.9
100.0
8.8
9.1
100.0
9.3
8.9
100.0
LBN Brand Shares of Off-trade Soft Drinks (as sold): % Volume 2012-2015
% off-trade volume
Brand (GBO)
Coca-Cola (CocaCola Co, The)
Pepsi Max (PepsiCo
Inc)
Company (NBO)
2012
2013
2014
2015
12.1
11.4
10.6
9.8
5.5
5.5
5.6
5.7

Ltd
Coca-Cola Zero
(Coca-Cola Co, The)
Golden Circle
(Kraft Heinz Co)
Schweppes (Asahi
Group Holdings Ltd)
Kirks (Coca-Cola
Co, The)
Diet Coke (CocaCola Co, The)
Pepsi (PepsiCo Inc)
Mount Franklin
Solo (Asahi Group
Holdings Ltd)
Frantelle (Asahi
Group Holdings Ltd)
Powerade (Coca-Cola
Co, The)
Daily Juice (Kirin
Holdings Co Ltd)
Dare (Kirin
Holdings Co Ltd)
V (Suntory Holdings
Ltd)
Gatorade (PepsiCo
Inc)
Mildura (Kirin
Holdings Co Ltd)
Berri (Kirin
Holdings Co Ltd)
Lipton (Unilever
Group)
Tru Blu
Sprite (Coca-Cola
Co, The)
Ice Break
(Lactalis, Groupe)
Schweppes Soda
Water (Asahi Group
Holdings Ltd)
Farmers Union
(Kirin Holdings Co
Ltd)
Pepsi Next (PepsiCo
Inc)
Cottee's (Asahi
Group Holdings Ltd)
Red Bull (Red Bull
GmbH)
Just Juice (Kirin
Holdings Co Ltd)
Fanta (Coca-Cola
Co, The)
Bundaberg
Golden Circle
(Heinz Co, HJ)
Original (Heinz Co,
HJ)
Private label
Passport
4.9
4.6
4.9
4.8

HJ
Ltd
4.6
3.2
3.4
3.7
3.8
3.4
3.3
3.2
3.1
3.6
3.4
3.0
2.9

Ltd
Ltd
Ltd
2.9
2.7
2.5
2.6
2.1
2.2
2.3
2.3
2.4
2.4
2.6
2.3
1.8
1.9
2.0
2.1
1.2
1.3
1.4
1.5
Lion Pty Ltd
1.5
1.5
1.5
1.4
Lion Pty Ltd
1.1
1.3
1.3
1.4
1.1
1.2
1.2
1.3

Ltd
Lion Pty Ltd
1.1
1.2
1.2
1.2
1.3
1.2
1.1
1.1
Lion Pty Ltd
1.6
1.4
1.2
1.1
0.8
0.9
1.0
1.1

1.0
1.4
1.0
1.3
1.1
1.1
1.1
1.0

Ltd
Ltd
1.0
1.0
1.0
1.0
0.5
0.7
0.8
0.9
Lion Pty Ltd
0.9
0.9
0.9
0.9

Ltd
Ltd
Ltd
Lion Pty Ltd
0.3
0.9
0.8
0.9
1.1
1.0
0.9
0.9
0.7
0.8
0.8
0.8
1.4
1.2
1.0
0.8
0.7
0.7
0.7
0.8

Pty Ltd
HJ
HJ
Private Label
0.5
0.6
0.7
0.8
4.8
4.9
4.9
0.8
0.7
0.6
7.7
8.2
8.8
9.3
Others
Total
Source:
Note:
Table 17
Passport
Others
Total
25.8
100.0
25.7
100.0
25.7
100.0
26.6
100.0
NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2011-2015
% off-trade volume
Company
Ltd
Lion Pty Ltd
HJ
Ltd
Pty Ltd
Pty Ltd
Ltd
Pty Ltd
Pty Ltd
Snowy Mountain
Beverages Pty Ltd
Pty Ltd
Campbell Soup Co
Inc
Pty Ltd
San Pellegrino SpA
Frucor Beverages
(Australia) Ltd
Made (Aust) Pty Ltd
Red Eye Co, The
GlaxoSmithKline
Australia Pty Ltd
Cadbury Schweppes
Australia Ltd
Dairy Farmers Ltd
Fonterra Brands
(Australia) Pty Ltd
Private Label
Others
2011
2012
2013
2014
2015
24.4
24.4
26.8
27.3
27.3
29.3
8.4
7.8
29.0
8.3
7.6
28.0
8.0
7.2
27.4
7.6
6.5
27.1
7.3
6.5
3.3
1.3
1.8
3.2
1.4
1.8
3.2
1.5
1.8
3.1
1.9
1.9
2.9
1.9
1.9
0.9
1.2
1.4
1.4
0.9
0.8
0.9
0.9
0.9
0.6
0.6
0.7
0.6
0.8
0.7
0.8
0.7
0.9
0.7
0.4
0.5
0.5
0.6
0.7
0.3
0.4
0.5
0.6
0.6
0.4
0.3
0.5
0.4
0.5
0.4
0.5
0.4
0.5
0.4
0.1
0.1
0.1
0.2
0.4
0.3
0.3
0.3
0.3
0.4
0.3
0.4
0.3
0.4
0.3
0.1
-
0.1
-
0.1
-
0.2
0.0
0.2
0.1
0.1
0.0
0.1
0.0
0.1
0.0
0.1
0.0
0.1
0.1
0.0
0.4
0.0
0.4
0.0
0.0
0.3
0.1
0.0
-
0.1
0.0
-
0.1
0.2
0.0
-
5.5
13.1
6.2
12.2
6.6
10.0
7.2
10.0
7.7
9.5
10
Passport
Total
Source:
100.0
100.0
100.0
100.0
100.0
Table 18
LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2012-2015
% off-trade volume
Brand (GBO)
Cottee's (Asahi
Group Holdings Ltd)
Golden Circle
(Kraft Heinz Co)
Pepsi Max (PepsiCo
Inc)
Coca-Cola Zero
(Coca-Cola Co, The)
Schweppes (Asahi
Group Holdings Ltd)
Kirks (Coca-Cola
Co, The)
Pepsi (PepsiCo Inc)
Mount Franklin
Solo (Asahi Group
Holdings Ltd)
Tru Blu
Frantelle (Asahi
Group Holdings Ltd)
SodaStream
(SodaStream
International Ltd)
Powerade (Coca-Cola
Co, The)
Daily Juice (Kirin
Holdings Co Ltd)
Dare (Kirin
Holdings Co Ltd)
V (Suntory Holdings
Ltd)
Gatorade (PepsiCo
Inc)
Mildura (Kirin
Holdings Co Ltd)
Berri (Kirin
Holdings Co Ltd)
Lipton (Unilever
Group)
Sprite (Coca-Cola
Co, The)
Ice Break
(Lactalis, Groupe)
Bickford's
Schweppes Soda
Company (NBO)
2012
2013
2014
2015
10.4
9.8
9.2
8.5

Ltd
HJ
Ltd
5.6
7.7
7.8
7.5
6.0
4.7
4.7
4.8
4.9
4.2
4.0
4.2
4.2

Ltd
2.8
3.0
3.3
3.4
2.9
2.9
2.8
2.7
3.0
2.9
2.6
2.6

Ltd
Ltd
Ltd
Pty Ltd
2.5
2.3
2.1
2.3
1.8
1.9
1.9
2.0
2.1
2.0
2.2
2.0
1.8
1.5
1.8
1.6
1.9
1.7
1.8
1.8
0.9
1.2
1.4
1.4
1.0
1.1
1.2
1.3
Lion Pty Ltd
1.3
1.3
1.3
1.2
Lion Pty Ltd
0.9
1.1
1.2
1.2
1.0
1.0
1.1
1.1

Ltd
Lion Pty Ltd
1.0
1.0
1.0
1.0
1.1
1.1
1.0
1.0
Lion Pty Ltd
1.4
1.2
1.0
0.9
0.7
0.8
0.8
0.9
1.2
1.1
1.0
0.9

Ltd
Pty Ltd
0.8
0.8
0.9
0.9
0.7
0.7
0.8
0.8
0.4
0.6
0.7
0.8
11
Water (Asahi Group

Holdings Ltd)
Farmers Union
(Kirin Holdings Co
Ltd)
Pepsi Next (PepsiCo
Inc)
Red Bull (Red Bull
GmbH)
Just Juice (Kirin
Holdings Co Ltd)
Golden Circle
(Heinz Co, HJ)
Original (Heinz Co,
HJ)
Private label
Others
Total
Source:
Table 19
Passport
Ltd
Lion Pty Ltd
0.7
0.8
0.8
0.8

Ltd
Ltd
Lion Pty Ltd
0.3
0.8
0.7
0.8
0.6
0.7
0.7
0.7
1.2
1.0
0.9
0.7

HJ
HJ
Private Label
Others
Total
6.8
6.6
5.9
0.7
0.6
0.5
6.2
28.0
100.0
6.6
25.4
100.0
7.2
25.3
100.0
7.7
25.9
100.0
NBO Company Shares of Off-trade Soft Drinks: % Value 2011-2015
% off-trade value rsp

Company
Ltd
Lion Pty Ltd
HJ
Ltd
Ltd
Pty Ltd
Pty Ltd
Campbell Soup Co
Inc
Pty Ltd
Pty Ltd
Made (Aust) Pty Ltd
Snowy Mountain
Beverages Pty Ltd
Pty Ltd
Pty Ltd
2011
2012
2013
2014
2015
37.7
20.0
37.3
20.3
36.5
20.2
35.6
20.0
35.2
19.6
11.0
3.6
4.2
10.7
3.9
4.0
10.4
3.9
3.9
9.9
4.1
3.9
9.8
4.1
3.7
2.7
3.0
3.2
3.5
3.5
3.1
3.1
3.1
3.1
3.3
1.0
1.6
0.5
1.0
1.5
0.7
1.1
1.5
0.9
1.2
1.3
1.1
1.3
1.2
1.1
0.6
0.7
0.8
0.8
0.9
0.4
0.6
0.4
0.5
0.5
0.5
0.5
0.5
0.5
0.5
0.4
0.4
0.4
0.4
0.4
0.1
0.1
0.1
0.3
0.4
0.2
0.2
0.2
0.2
0.2
0.2
0.3
0.2
0.2
0.2
0.3
0.2
0.2
0.2
0.3
0.2
0.2
0.2
0.0
0.2
0.1
0.1
0.2
0.2
12
Passport
Frucor Beverages
(Australia) Ltd
San Pellegrino SpA
Red Eye Co, The
GlaxoSmithKline
Australia Pty Ltd
Cadbury Schweppes
Australia Ltd
Dairy Farmers Ltd
Fonterra Brands
(Australia) Pty Ltd
Private Label
Others
Total
Source:
Table 20
0.1
0.1
0.1
0.1
0.1
0.1
0.1
0.3
0.1
0.1
0.3
0.1
0.0
0.3
0.1
0.0
-
0.1
0.0
-
0.2
0.5
0.1
-
3.1
7.6
100.0
3.4
7.4
100.0
3.5
8.0
100.0
3.6
8.8
100.0
3.7
8.9
100.0
LBN Brand Shares of Off-trade Soft Drinks: % Value 2012-2015
% off-trade value rsp

Brand (GBO)
Coca-Cola Zero
(Coca-Cola Co, The)
Pepsi Max (PepsiCo
Inc)
Red Bull (Red Bull
GmbH)
Schweppes (Asahi
Group Holdings Ltd)
V (Suntory Holdings
Ltd)
Golden Circle
(Kraft Heinz Co)
Powerade (Coca-Cola
Co, The)
Pepsi (PepsiCo Inc)
Solo (Asahi Group
Holdings Ltd)
Kirks (Coca-Cola
Co, The)
Dare (Kirin
Holdings Co Ltd)
Gatorade (PepsiCo
Inc)
Mount Franklin
Mother (Monster
Beverage Corp)
Daily Juice (Kirin
Holdings Co Ltd)
Ice Break
(Lactalis, Groupe)
Company (NBO)
2012
2013
2014
2015
13.7
13.2
12.5
11.6
5.2
5.1
5.2
5.1

Ltd
Ltd
Ltd
3.8
3.8
3.8
3.8
3.0
3.2
3.5
3.5
2.9
3.1
3.3
3.3
3.4
3.4
3.2
3.2

HJ
3.1
3.8
3.6
3.2
3.1
2.2
2.2
2.6
2.8

Ltd
Ltd
3.1
2.9
2.7
2.6
2.4
2.3
2.2
2.2
2.3
2.2
2.2
2.2
Lion Pty Ltd
1.6
1.8
1.9
2.0

Ltd
2.0
2.1
2.0
1.9
1.7
-
1.8
-
1.9
-
1.9
1.9
Lion Pty Ltd
1.8
1.8
1.8
1.8

Ltd
1.4
1.4
1.4
1.5
13
Lipton (Unilever
Group)
Sprite (Coca-Cola
Co, The)
Berri (Kirin
Holdings Co Ltd)
Farmers Union
(Kirin Holdings Co
Ltd)
Nudie
Glacau
VitaminWater (CocaCola Co, The)
Fanta (Coca-Cola
Co, The)
Mildura (Kirin
Holdings Co Ltd)
Bundaberg
Cottee's (Asahi
Group Holdings Ltd)
Frantelle (Asahi
Group Holdings Ltd)
Just Juice (Kirin
Holdings Co Ltd)
Golden Circle
(Heinz Co, HJ)
Mother (Coca-Cola
Co, The)
Original (Heinz Co,
HJ)
Private label
Others
Total
Source:
Passport
1.0
1.1
1.2
1.3
1.5
1.4
1.3
1.3
Lion Pty Ltd
1.7
1.5
1.3
1.2
Lion Pty Ltd
1.2
1.2
1.2
1.2

Pty Ltd
0.7
0.9
1.1
1.1
1.2
1.1
1.1
1.1
0.8
0.8
0.8
0.9
Lion Pty Ltd
1.1
1.0
0.9
0.9

Pty Ltd
Ltd
Ltd
Lion Pty Ltd
0.7
0.8
0.8
0.9
1.0
1.0
0.9
0.9
0.6
0.7
0.7
0.7
1.3
1.1
0.9
0.7

HJ
3.2
3.2
3.2
1.8
1.8
1.9

HJ
Private Label
Others
Total
0.8
0.7
0.6
3.4
23.8
100.0
3.5
24.3
100.0
3.6
25.0
100.0
3.7
26.4
100.0
Table 21
Penetration of Private Label in Off-trade Soft Drinks (as sold) by Category: %

Volume 2010-2015
% retail volume
Bottled Water
Carbonates
Concentrates
Soft Drinks
Source:
2010
2011
2012
2013
2014
2015
19.5
6.2
12.4
6.4
21.1
6.7
13.2
6.9
22.4
7.8
13.6
7.7
24.2
7.9
14.9
8.2
27.0
7.7
16.4
8.8
27.9
8.0
18.2
9.3
2014
2015
Table 22
Penetration of Private Label in Off-trade Soft Drinks by Category: % Value

2010-2015
% retail value rsp

2010
2011
2012
2013
14
Bottled Water
Carbonates
Concentrates
Soft Drinks
Source:
Passport
14.8
2.6
6.4
3.0
15.6
2.6
7.0
3.1
17.0
3.0
7.2
3.4
17.4
3.0
7.5
3.5
17.7
2.9
7.7
3.6
17.8
3.0
7.9
3.7
Table 23
Distribution of Off-trade Soft Drinks (as sold) by Format and Category: %

Volume 2015
% off-trade
Store-Based Retailing
- Grocery Retailers
-- Modern Grocery
Retailers
--- Convenience Stores
--- Discounters
--- Forecourt Retailers
--- Hypermarkets
--- Supermarkets
-- Traditional Grocery
Retailers
--- Food/drink/tobacco
specialists
--- Independent Small
Grocers
--- Other Grocery
Retailers
- Mixed Retailers
- Non-Grocery Specialists
Non-Store Retailing
- Vending
- Homeshopping
- Internet Retailing
- Direct Selling
Total
Store-Based Retailing
- Grocery Retailers
-- Modern Grocery
Retailers
--- Convenience Stores
--- Discounters
--- Forecourt Retailers
--- Hypermarkets
--- Supermarkets
-- Traditional Grocery
Retailers
--- Food/drink/tobacco
specialists
--- Independent Small
Grocers
--- Other Grocery
Retailers
- Mixed Retailers
BW
CON
RTD C
RTD T
97.4
94.9
92.3
96.0
95.5
92.6
99.8
99.8
96.3
99.3
99.3
97.1
99.0
99.0
81.7
98.9
98.9
69.0
3.3
1.1
23.5
0.0
64.3
2.6
3.0
1.1
12.3
0.0
76.3
2.9
0.3
1.3
0.6
0.0
94.1
3.5
2.3
0.6
13.3
0.0
81.0
2.3
4.8
0.0
26.9
0.0
50.0
17.3
6.6
0.0
3.3
0.0
59.2
29.9
0.0
0.0
0.0
0.0
0.0
0.0
1.6
2.9
3.5
1.1
17.3
1.7
0.9
0.0
0.0
1.1
0.0
28.2
0.0
2.5
2.6
2.0
0.1
0.6
0.0
100.0
0.0
0.5
4.0
3.7
0.1
0.3
0.0
100.0
0.0
0.0
0.2
0.0
0.0
0.2
0.0
100.0
0.0
0.0
0.6
0.4
0.1
0.1
0.1
100.0
0.0
0.0
1.0
0.9
0.0
0.1
0.0
100.0
0.0
0.0
1.1
1.0
0.0
0.1
0.0
100.0
SED
ASD
96.0
95.5
85.0
0.0
0.0
0.0
3.8
0.4
44.4
0.0
36.5
10.5
0.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
8.7
0.0
1.8
0.0
0.0
0.0
15
- Non-Grocery Specialists
Non-Store Retailing
- Vending
- Homeshopping
- Internet Retailing
- Direct Selling
Total
Source:
Key:
Note:
Passport
0.5
4.0
3.4
0.5
0.1
0.0
100.0
0.0
0.0
0.0
0.0
0.0
0.0
0.0
BW = bottled water; C = carbonates; CON = concentrates; J = juice; RTD C = RTD coffee; RTD T = RTD
tea; SED = sports and energy drinks; ASD = Asian speciality drinks
Table 24
Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel:

Volume 2015-2020
million litres
Off-trade
On-trade
Total
Source:
Note:
2015
2016
2017
2018
2019
2020
3,557.3
499.9
4,057.2
3,581.1
500.8
4,081.9
3,606.3
502.0
4,108.3
3,654.6
504.8
4,159.4
3,717.1
508.5
4,225.6
3,789.2
512.6
4,301.8
Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Table 25
Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: %

Volume Growth 2015-2020
% volume growth
Off-trade
On-trade
Total
Source:
Note:
2015/16
2015-20 CAGR
2015/20 TOTAL
0.7
0.2
0.6
1.3
0.5
1.2
6.5
2.5
6.0
trade sources
Table 26
Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 20152020
AUD million
Off-trade
On-trade
Total
Source:
Table 27
2015
2016
2017
2018
2019
2020
9,172.4
3,638.8
12,811.1
9,124.2
3,569.4
12,693.6
9,087.7
3,510.9
12,598.6
9,112.4
3,472.5
12,584.8
9,180.5
3,447.5
12,627.9
9,269.2
3,427.0
12,696.2
trade sources
Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value

Growth 2015-2020
16
Passport
Off-trade
On-trade
Total
Source:
2015/16
2015-20 CAGR
2015/20 TOTAL
-0.5
-1.9
-0.9
0.2
-1.2
-0.2
1.1
-5.8
-0.9
trade sources
Table 28
Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume 20152020
million litres
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
Note:
2015
2016
2017
2018
2019
2020
628.2
1,723.3
104.5
633.3
192.0
48.8
227.1
3,557.3
674.0
1,692.0
98.3
622.7
205.6
52.5
236.1
3,581.1
716.5
1,661.9
93.1
615.0
219.2
56.2
244.4
3,606.3
759.8
1,647.1
89.3
612.6
233.5
59.8
252.5
3,654.6
803.8
1,641.6
86.4
613.5
248.2
63.2
260.5
3,717.1
848.4
1,642.0
84.3
616.6
263.4
66.2
268.3
3,789.2
trade sources
Table 29
Forecast Off-trade Sales of Soft Drinks (as sold) by Category: % Volume

Growth 2015-2020
% volume growth
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
Note:
2015/16
2015-20 CAGR
2015/20 Total
7.3
-1.8
-5.9
-1.7
7.1
7.4
4.0
0.7
6.2
-1.0
-4.2
-0.5
6.5
6.3
3.4
1.3
35.0
-4.7
-19.3
-2.6
37.2
35.5
18.1
6.5
trade sources
Table 30
Forecast Off-trade Sales of Soft Drinks by Category: Value 2015-2020
AUD million
Bottled Water
Carbonates
Concentrates
2015
2016
2017
2018
2019
2020
1,105.4
3,981.6
287.8
1,151.7
3,832.5
278.6
1,202.2
3,694.1
272.8
1,254.3
3,597.4
270.4
1,308.0
3,528.2
270.6
1,361.4
3,474.1
272.5
17
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
Passport
1,524.9
724.6
169.6
1,378.6
9,172.4
1,498.5
764.6
181.0
1,417.4
9,124.2
1,480.2
805.2
193.1
1,440.2
9,087.7
1,473.9
846.2
207.0
1,463.3
9,112.4
1,475.7
888.2
221.6
1,488.2
9,180.5
1,482.8
930.5
235.7
1,512.3
9,269.2
trade sources
Table 31
Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 20152020
Bottled Water
Carbonates
Concentrates
Juice
RTD Coffee
RTD Tea
Soft Drinks
Source:
2015/2016
2015-20 CAGR
2015/20 TOTAL
4.2
-3.7
-3.2
-1.7
5.5
6.7
2.8
-0.5
4.3
-2.7
-1.1
-0.6
5.1
6.8
1.9
0.2
23.2
-12.7
-5.3
-2.8
28.4
39.0
9.7
1.1
trade sources
Table 32
Forecast Total Sales of Soft Drinks by Fountain On-trade: Volume 2015-2020
million litres

Source:
2015
2016
2017
2018
2019
2020
180.5
184.6
188.5
192.3
195.8
199.1
trade sources
Table 33
Forecast Total Sales of Soft Drinks by Fountain On-trade: % Volume Growth

2015-2020
% fountain volume growth

Source:
2015/16
2015-20 CAGR
2015/20 TOTAL
2.3
2.0
10.3
trade sources
APPENDIX
Fountain Sales in Australia
18
Passport
Trends
Fountain sales in Australia increased by 2% in 2015 to reach A$180 million. The performance
was in line with that registered over the review period, due to strong sales in the on-trade
channel.
Carbonates remained the only category in soft drinks to record significant fountain sales in
Australia in 2015. Price promotions, along with new flavour innovations in the frozen format,
drove growth of fountain sales in 2015. New flavour innovations such as pine lime and Fanta
variants, including melon frosty, frozen mango, sour watermelon and pink sherbet, revitalised
fountain sales. Frozen carbonates had a strong appeal among young consumers and in 2015
they were promoted at both fast food chains McDonalds and Hungry Jacks for A$1.00 for a
large frozen coke.
The leading soft drinks brand through fountains was Coca-Cola Amatils Coke. The company
benefits from strong distribution, with its brands available through fountain sales at both
McDonalds and Hungry Jacks.
Fountain on-trade volume growth is expected to be stable over the forecast period with a
CAGR of 2%. This expected performance is slightly lower than the CAGR of 3% registered
over the review period due to the sugar content and strong competition from healthier
beverages, such as bottled water. Despite this, consumers will likely continue to be attracted
to the value for money found in fast food outlets.
SOURCES
Sources used during the research included the following:
Summary 1
Research Sources
Trade Associations
Australasian Association of Convenience

Stores
Australian Beverages Council Ltd
Australian Soft Drinks Association (ASDA)
Dairy Australia
Independent Vending Machine Operators
Association of Australia Inc
International Bottled Water Association
International Federation of Fruit Juice
Producers
Packaging Council of Australia
Trade Press
Age, The
Aqua Botannical
Australian Food News
B&T Magazine
Beverage Net
Beverage World
Business Review Weekly
Convenience & Impulse Retailing
Convenience World
19
Passport
Herald Sun
PepsiCo Australia Pty Ltd
Retail World
Soft Drinks International
Sydney Morning Herald
Source:
20

Soft Drinks in Australia: Euromonitor International March 2016

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