The world’s most valuable soft drinks brands, Canadean
The value of the global soft drink market increased by less than 2 per cent in 2013 to US$937billion, but there are some key brands to watch, according to market research organisation. Canadean.
The global Red Bull energy drink and some key Chinese brands, such as Kangshifu, are making their mark, and Monster energy drink is rising through the ranks, according to Canadean.
Red Bull and some Chinese brands taking off
The speed at which major Chinese brands are achieving top global value status was highlighted in Canadean’s chart of the top 20 most valuable soft drinks brands. In 2008 only Kangshifu (Tingyi Holding Corp.) made the grade, ranking sixteenth. The intervening years to 2013 have seen the brand jump to number seven, representing an annual average growth rate of 19 per cent vs a global average of 4 per cent. In 2013 Canadean estimated that the Kangshifu brand attained a value approaching US$10 billion.
Eye-catching too is Red Bull (Red Bull Trading). Just ahead of Kangshifu in sixth position, Canadean said the strength of the Red Bull energy drink in on-premise and ‘on the go’ channels, and ability to withstand the impact of even some of the worst hit country economies in recent years, underlies consumer willingness to pay for a perceived image and personal benefit. According to Canadean, Red Bull has recorded an annual average growth in value of 7 per cent since 2008 to reach US$12 billion in 2013.
Other Chinese soft drink brands to watch
Of the other Chinese brands, Jiaduobao (Guangdong Jiaduobao Drink & Food Co), the leading Chinese herbal drink joined the top 20 line-up in 2012, rising two places to number fourteen in 2013.
Hangzhou Wahaha Group, China’s leading domestic soft drinks company, saw its Wahaha brand make the leading 20 in 2013, despite a slowdown in overall brand volume growth as the company sought to diversify its business into other industries.
Coca-Cola and Pepsi still most valuable brands
A look at the top end of the global top 20 most valuable soft drinks ranking for 2013 reveals no surprises, with the Coca-Cola brand in pole position, followed by Pepsi-Cola on the strength of their global reach. Both trademarks saw a rise in value of only around 1 per cent in 2013, as growth in the international markets was tempered by a sharp contraction in sales in the USA.
Amongst the other Coca-Cola company brands within the global top 20 listing, Canadean said the most successful in value growth terms was Minute Maid, supported by a strong performance in Asia – and more specifically China and Japan. Within the ranking, PepsiCo’s most upbeat performance with regards to incremental value came from its Mirinda carbonate, benefiting from the company’s investment in promotional activity in 2013 in China.
Monster energy drinks rising through the ranks
Meanwhile Monster energy drinks’ (Monster Beverage Corp) rising star saw it take a step up the value ladder in 2013, supported by its evolving range of products and flavours.
Australian Food News reported in August 2014 that Coca-Cola had acquired a stake in Monster Beverage Corp.
“How the expansion of distribution through the Coca-Cola system can further Monster’s value share will be one to watch,” said Antonella Reda, Canadean Analyst.