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LIST OF CONTENTS AND TABLES


Soft Drinks in South Korea - Industry Overview ............................................................................. 1
Executive Summary ........................................................................................................................ 1
Premiumisation Leads Healthy Growth ...................................................................................... 1
Health and Wellness Continues To Attract Consumers ............................................................. 1
Two Leading Companies Maintain Positions .............................................................................. 1
sparkling Becomes Popular ...................................................................................................... 1
Soft Drinks Will See Rapid Growth But Rapid Change .............................................................. 2
Key Trends and Developments ...................................................................................................... 2
Premiumisation Continues To Drive Growth .............................................................................. 2
sparkling Well Received by South Korean Consumers ........................................................... 3
Leading Players Remain in Strong Positions ............................................................................. 4
Specialist Coffee Shops the Entry Channel for Premium Soft Drinks ........................................ 5
Marketing Strategies Through Smartphones Become Active .................................................... 6
Market Data ..................................................................................................................................... 7
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

Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel:


Volume 2005-2010 ......................................................................................... 7
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: %
Volume Growth 2005-2010 ............................................................................ 7
Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 20052010 ............................................................................................................... 7
Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value
Growth 2005-2010 ......................................................................................... 7
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category:
Volume 2010 .................................................................................................. 8
Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: %
Volume 2010 .................................................................................................. 8
Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2010 ........... 8
Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2010 ...... 9
Off-trade Sales of Soft Drinks (as sold) by Category: Volume 20052010 ............................................................................................................... 9
Off-trade Sales of Soft Drinks (as sold) by Category: % Volume
Growth 2005-2010 ......................................................................................... 9
Off-trade Sales of Soft Drinks by Category: Value 2005-2010 ..................... 9
Off-trade Sales of Soft Drinks by Category: % Value Growth 20052010 ............................................................................................................. 10
Company Shares of Off-trade Soft Drinks (as sold) by Volume 20062010 ............................................................................................................. 10
Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2007-2010 ..... 11
Company Shares of Off-trade Soft Drinks (RTD) by Volume 20062010 ............................................................................................................. 12
Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2007-2010 ......... 13
Company Shares of Off-trade Soft Drinks by Value 2006-2010 ................. 14
Brand Shares of Off-trade Soft Drinks by Value 2007-2010 ....................... 14
Off-trade Sales of Soft Drinks by Category and Distribution Format: %
Analysis 2010 ............................................................................................... 15
Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by
Channel: Volume 2010-2015 ....................................................................... 16

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Table 21
Table 22
Table 23
Table 24
Table 25
Table 26
Table 27

SAMPLE REPORT FOR ILLUSTRATION ONLY

Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by


Channel: % Volume Growth 2010-2015 ...................................................... 17
Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel:
Value 2010-2015 .......................................................................................... 17
Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: %
Value Growth 2010-2015 ............................................................................. 17
Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume
2010-2015 .................................................................................................... 17
Forecast Off-trade Sales of Soft Drinks (as sold) by Category: %
Volume Growth 2010-2015 .......................................................................... 18
Forecast Off-trade Sales of Soft Drinks by Category: Value 20102015 ............................................................................................................. 18
Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth
2010-2015 .................................................................................................... 18

Appendix ....................................................................................................................................... 19
Fountain Sales in South Korea ................................................................................................. 19
Data ............................................................................................................................................... 19
Table 28
Table 29
Table 30
Table 31
Table 32
Table 33
Table 34
Table 35

Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume 20052010 ............................................................................................................. 19


Off-trade vs On-trade Fountain Sales of Soft Drinks: % Volume
Growth 2005-2010 ....................................................................................... 20
Off-trade vs On-trade Fountain Sales of Carbonates: Volume 20052010 ............................................................................................................. 20
Off-trade vs On-trade Fountain Sales of Carbonates: % Volume
Growth 2005-2010 ....................................................................................... 20
Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume
2010-2015 .................................................................................................... 21
Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: %
Volume Growth 2010-2015 .......................................................................... 21
Forecast Off-trade vs On-trade Fountain Sales of Carbonates:
Volume 2010-2015 ....................................................................................... 21
Forecast Off-trade vs On-trade Fountain Sales of Carbonates: %
Volume Growth 2010-2015 .......................................................................... 22

Definitions...................................................................................................................................... 22
Summary 1

Research Sources ........................................................................................ 22

Soft Drinks in South Korea - Company Profiles ........................................................................... 25


Dong-a Otsuka Co Ltd in Soft Drinks (south Korea) .................................................................... 25
Strategic Direction ..................................................................................................................... 25
Key Facts................................................................................................................................... 25
Summary 2
Summary 3

Dong-A Otsuka Co Ltd: Key Facts............................................................... 25


Dong-A Otsuka Co Ltd: Operational Indicators ........................................... 25

Company Background............................................................................................................... 25
Production ................................................................................................................................. 26
Competitive Positioning............................................................................................................. 26
Summary 4

Dong-A Otsuka Co Ltd: Competitive Position 2010 .................................... 26

Haitai Beverage Co Ltd in Soft Drinks (south Korea) ................................................................... 27


Strategic Direction ..................................................................................................................... 27
Key Facts................................................................................................................................... 27

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Summary 5
Summary 6

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Haitai Beverage Co Ltd: Key Facts.............................................................. 27


Haitai Beverage Co Ltd: Operational Indicators .......................................... 27

Company Background............................................................................................................... 27
Production ................................................................................................................................. 28
Summary 7

Haitai Beverage Co Ltd: Production Statistics 2010.................................... 28

Competitive Positioning............................................................................................................. 28
Summary 8

Haitai Beverage Co Ltd: Competitive Position 2010 ................................... 29

Lotte Chilsung Beverage Co Ltd in Soft Drinks (south Korea) ..................................................... 29


Strategic Direction ..................................................................................................................... 29
Key Facts................................................................................................................................... 29
Summary 9
Summary 10

Lotte Chilsung Beverage Co Ltd: Key Facts ............................................... 29


Lotte Chilsung Beverage Co Ltd: Operational Indicators ............................ 29

Company Background............................................................................................................... 30
Production ................................................................................................................................. 30
Summary 11

Lotte Chilsung Beverage Co Ltd: Production Statistics 2010 ..................... 30

Competitive Positioning............................................................................................................. 31
Summary 12

Lotte Chilsung Beverage Co Ltd: Competitive Position 2010 ..................... 31

Woongjin Food Co Ltd in Soft Drinks (south Korea) .................................................................... 31


Strategic Direction ..................................................................................................................... 31
Key Facts................................................................................................................................... 32
Summary 13
Summary 14

Woongjin Food Co Ltd: Key Facts ............................................................... 32


Woongjin Food Co Ltd: Operational Indicators ........................................... 32

Company Background............................................................................................................... 32
Production ................................................................................................................................. 32
Summary 15

Woongjin Food Co Ltd: Production Statistics 2010 ..................................... 33

Competitive Positioning............................................................................................................. 33
Summary 16

Woongjin Food Co Ltd: Competitive Position 2009 ..................................... 33

Bottled Water in South Korea - Category analysis ....................................................................... 34


Headlines ...................................................................................................................................... 34
Trends ........................................................................................................................................... 34
Competitive Landscape ................................................................................................................ 35
Prospects ...................................................................................................................................... 35
Category Data ............................................................................................................................... 36
Institutional Bottled Water Sales ............................................................................................... 36
Table 36
Table 37
Table 38
Table 39
Table 40
Table 41
Table 42
Table 43
Table 44
Table 45
Table 46

Sales of Bottled Water to Institutional Channel 2005-2010......................... 36


Off-trade Sales of Bottled Water: Volume 2005-2010 ................................. 36
Off-trade Sales of Bottled Water: Value 2005-2010 .................................... 37
Off-trade Sales of Bottled Water: % Volume Growth 2005-2010 ................ 37
Off-trade Sales of Bottled Water: % Value Growth 2005-2010 ................... 37
Company Shares of Bottled Water by Off-trade Volume 2006-2010 .......... 37
Brand Shares of Bottled Water by Off-trade Volume 2007-2010 ................ 38
Company Shares of Bottled Water by Off-trade Value 2006-2010 ............. 39
Brand Shares of Bottled Water by Off-trade Value 2007-2010 ................... 39
Forecast Off-trade Sales of Bottled Water: Volume 2010-2015.................. 40
Forecast Off-trade Sales of Bottled Water: Value 2010-2015 ..................... 40

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Table 47
Table 48

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Forecast Off-trade Sales of Bottled Water: % Volume Growth 20102015 ............................................................................................................. 40


Forecast Off-trade Sales of Bottled Water: % Value Growth 20102015 ............................................................................................................. 41

Carbonates in South Korea - Category analysis .......................................................................... 42


Headlines ...................................................................................................................................... 42
Trends ........................................................................................................................................... 42
Competitive Landscape ................................................................................................................ 43
Prospects ...................................................................................................................................... 43
Category Data ............................................................................................................................... 44
Table 49
Table 50
Table 51
Table 52
Table 53
Table 54
Table 55
Table 56
Table 57
Table 58
Table 59
Table 60
Table 61
Table 62
Table 63
Table 64
Table 65
Table 66

Low Calorie Carbonates by Subsector ........................................................ 44


Off-trade Sales of Carbonates by Category: Volume 2005-2010 ............... 44
Off-trade Sales of Carbonates by Category: Value 2005-2010 .................. 44
Off-trade Sales of Carbonates by Category: % Volume Growth 20052010 ............................................................................................................. 44
Off-trade Sales of Carbonates by Category: % Value Growth 20052010 ............................................................................................................. 45
On-trade vs Off-trade Sales of Carbonates: Volume 2005-2010 ................ 45
On-trade vs Off-trade Sales of Carbonates: Value 2005-2010 ................... 45
On-trade vs Off-trade Sales of Carbonates: % Volume Growth 20052010 ............................................................................................................. 46
On-trade vs Off-trade Sales of Carbonates: % Value Growth 20052010 ............................................................................................................. 46
Off-trade Sales of Low Calorie Cola Carbonates by Category: %
Volume Breakdown 2005-2010 ................................................................... 46
Company Shares of Carbonates by Off-trade Volume 2006-2010 ............. 46
Brand Shares of Carbonates by Off-trade Volume 2007-2010 ................... 47
Company Shares of Carbonates by Off-trade Value 2006-2010 ................ 47
Brand Shares of Carbonates by Off-trade Value 2007-2010 ...................... 48
Forecast Off-trade Sales of Carbonates by Category: Volume 20102015 ............................................................................................................. 48
Forecast Off-trade Sales of Carbonates by Category: Value 20102015 ............................................................................................................. 49
Forecast Off-trade Sales of Carbonates by Category: % Volume
Growth 2010-2015 ....................................................................................... 49
Forecast Off-trade Sales of Carbonates by Category: % Value Growth
2010-2015 .................................................................................................... 49

Concentrates in South Korea - Category analysis ....................................................................... 51


Headlines ...................................................................................................................................... 51
Trends ........................................................................................................................................... 51
Competitive Landscape ................................................................................................................ 52
Prospects ...................................................................................................................................... 52
Category Data ............................................................................................................................... 52
Concentrates Conversions ........................................................................................................ 52
Table 67
Table 68
Table 69

Concentrates Conversion Factors for Ready-to-Drink (RTD) Format ......... 53


Off-trade Sales of Concentrates (as sold) by Category: Volume 20052010 ............................................................................................................. 53
Off-trade Sales of Concentrates (as sold) by Category: % Volume
Growth 2005-2010 ....................................................................................... 53

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Table 70
Table 71
Table 72
Table 73
Table 74
Table 75
Table 76
Table 77
Table 78
Table 79
Table 80
Table 81
Table 82
Table 83
Table 84
Table 85

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Off-trade Sales of Concentrates (RTD) by Category: Volume 20052010 ............................................................................................................. 53


Off-trade Sales of Concentrates (RTD) by Category: % Volume
Growth 2005-2010 ....................................................................................... 53
Off-trade Sales of Concentrates by Category: Value 2005-2010................ 54
Off-trade Sales of Concentrates by Category: % Value Growth 20052010 ............................................................................................................. 54
Company Shares of Powder Concentrates (as sold) by Off-trade
Volume 2006-2010 ....................................................................................... 54
Brand Shares of Powder Concentrates (as sold) by Off-trade Volume
2007-2010 .................................................................................................... 54
Company Shares of Concentrates (RTD) by Off-trade Volume 20062010 ............................................................................................................. 55
Brand Shares of Concentrates (RTD) by Off-trade Volume 2007-2010 ..... 55
Company Shares of Concentrates by Off-trade Value 2006-2010 ............. 55
Brand Shares of Concentrates by Off-trade Value 2007-2010 ................... 55
Forecast Off-trade Sales of Concentrates (as sold) by Category:
Volume 2010-2015 ....................................................................................... 55
Forecast Off-trade Sales of Concentrates (as sold) by Category: %
Volume Growth 2010-2015 .......................................................................... 56
Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume
2010-2015 .................................................................................................... 56
Forecast Off-trade Sales of Concentrates (RTD) by Category: %
Volume Growth 2010-2015 .......................................................................... 56
Forecast Off-trade Sales of Concentrates by Category: Value 20102015 ............................................................................................................. 56
Forecast Off-trade Sales of Concentrates by Category: % Value
Growth 2010-2015 ....................................................................................... 57

Fruit/vegetable Juice in South Korea - Category analysis ........................................................... 58


Headlines ...................................................................................................................................... 58
Trends ........................................................................................................................................... 58
Competitive Landscape ................................................................................................................ 59
Prospects ...................................................................................................................................... 59
Category Data ............................................................................................................................... 60
Table 86
Table 87
Table 88
Table 89
Table 90
Table 91
Table 92
Table 93
Table 94

Off-trade Sales of Fruit/Vegetable Juice by Category: Volume 20052010 ............................................................................................................. 60


Off-trade Sales of Fruit/Vegetable Juice by Category: Value 20052010 ............................................................................................................. 60
Off-trade Sales of Fruit/Vegetable Juice by Category: % Volume
Growth 2005-2010 ....................................................................................... 61
Off-trade Sales of Fruit/Vegetable Juice by Category: % Value Growth
2005-2010 .................................................................................................... 61
Leading Flavours for 100% Juice: % Volume Breakdown 2005-2010 ........ 61
Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown
2005-2010 .................................................................................................... 62
Leading Flavours for Juice Drinks (up to 24% Juice): % Volume
Breakdown 2005-2010 ................................................................................. 62
% Share of Smoothies in 100% Juice and Nectars (25-99% Juice):
Off-trade Value 2010.................................................................................... 62
Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2005-2010 ..... 63

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Table 95
Table 96
Table 97
Table 98
Table 99
Table 100
Table 101
Table 102

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Company Shares of Fruit/Vegetable Juice by Off-trade Volume 20062010 ............................................................................................................. 63


Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 20072010 ............................................................................................................. 63
Company Shares of Fruit/Vegetable Juice by Off-trade Value 20062010 ............................................................................................................. 64
Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2007-2010 ....... 64
Forecast Off-trade Sales of Fruit/Vegetable Juice by Category:
Volume 2010-2015 ....................................................................................... 65
Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: Value
2010-2015 .................................................................................................... 66
Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: %
Volume Growth 2010-2015 .......................................................................... 66
Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: %
Value Growth 2010-2015 ............................................................................. 66

Rtd Coffee in South Korea - Category analysis............................................................................ 67


Headlines ...................................................................................................................................... 67
Trends ........................................................................................................................................... 67
Competitive Landscape ................................................................................................................ 68
Prospects ...................................................................................................................................... 68
Category Data ............................................................................................................................... 69
Table 103
Table 104
Table 105
Table 106
Table 107
Table 108
Table 109
Table 110
Table 111
Table 112
Table 113
Table 114

Off-trade Sales of RTD Coffee: Volume 2005-2010 .................................... 69


Off-trade Sales of RTD Coffee: Value 2005-2010 ....................................... 69
Off-trade Sales of RTD Coffee: % Volume Growth 2005-2010 ................... 69
Off-trade Sales of RTD Coffee: % Value Growth 2005-2010 ...................... 69
Company Shares of RTD Coffee by Off-trade Volume 2006-2010 ............. 70
Brand Shares of RTD Coffee by Off-trade Volume 2007-2010................... 70
Company Shares of RTD Coffee by Off-trade Value 2006-2010 ................ 70
Brand Shares of RTD Coffee by Off-trade Value 2007-2010 ...................... 71
Forecast Off-trade Sales of RTD Coffee: Volume 2010-2015 .................... 71
Forecast Off-trade Sales of RTD Coffee: Value 2010-2015 ....................... 72
Forecast Off-trade Sales of RTD Coffee: % Volume Growth 20102015 ............................................................................................................. 72
Forecast Off-trade Sales of RTD Coffee: % Value Growth 2010-2015 ...... 72

Rtd Tea in South Korea - Category analysis ................................................................................ 73


Headlines ...................................................................................................................................... 73
Trends ........................................................................................................................................... 73
Competitive Landscape ................................................................................................................ 74
Prospects ...................................................................................................................................... 74
Category Data ............................................................................................................................... 75
Table 115
Table 116
Table 117
Table 118
Table 119
Table 120
Table 121
Table 122

Off-trade Sales of RTD Tea by Category: Volume 2005-2010 ................... 75


Off-trade Sales of RTD Tea by Category: Value 2005-2010 ...................... 75
Off-trade Sales of RTD Tea by Category: % Volume Growth 20052010 ............................................................................................................. 75
Off-trade Sales of RTD Tea by Category: % Value Growth 2005-2010 ..... 76
Leading Flavours for RTD Tea: % Volume Breakdown 2006-2010 ............ 76
Company Shares of RTD Tea by Off-trade Volume 2006-2010 ................. 76
Brand Shares of RTD Tea by Off-trade Volume 2007-2010 ....................... 77
Company Shares of RTD Tea by Off-trade Value 2006-2010 .................... 77

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Table 123
Table 124
Table 125
Table 126
Table 127

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Brand Shares of RTD Tea by Off-trade Value 2007-2010 .......................... 78


Forecast Off-trade Sales of RTD Tea by Category: Volume 20102015 ............................................................................................................. 78
Forecast Off-trade Sales of RTD Tea by Category: Value 2010-2015 ....... 79
Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth
2010-2015 .................................................................................................... 79
Forecast Off-trade Sales of RTD Tea by Category: % Value Growth
2010-2015 .................................................................................................... 79

Sports and Energy Drinks in South Korea - Category analysis ................................................... 80


Headlines ...................................................................................................................................... 80
Trends ........................................................................................................................................... 80
Competitive Landscape ................................................................................................................ 81
Prospects ...................................................................................................................................... 81
Category Data ............................................................................................................................... 82
Table 128
Table 129
Table 130
Table 131
Table 132
Table 133
Table 134
Table 135
Table 136
Table 137
Table 138
Table 139
Table 140

Still vs Carbonated Sports and Energy Drinks % Off-trade Volume


2005-2010 .................................................................................................... 82
Off-trade Sales of Sports and Energy Drinks by Category: Volume
2005-2010 .................................................................................................... 82
Off-trade Sales of Sports and Energy Drinks by Category: Value
2005-2010 .................................................................................................... 82
Off-trade Sales of Sports and Energy Drinks by Category: % Volume
Growth 2005-2010 ....................................................................................... 82
Off-trade Sales of Sports and Energy Drinks by Category: % Value
Growth 2005-2010 ....................................................................................... 83
Company Shares of Sports and Energy Drinks by Off-trade Volume
2006-2010 .................................................................................................... 83
Brand Shares of Sports and Energy Drinks by Off-trade Volume 20072010 ............................................................................................................. 83
Company Shares of Sports and Energy Drinks by Off-trade Value
2006-2010 .................................................................................................... 83
Brand Shares of Sports and Energy Drinks by Off-trade Value 20072010 ............................................................................................................. 84
Forecast Off-trade Sales of Sports and Energy Drinks by Category:
Volume 2010-2015 ....................................................................................... 84
Forecast Off-trade Sales of Sports and Energy Drinks by Category:
Value 2010-2015 .......................................................................................... 84
Forecast Off-trade Sales of Sports and Energy Drinks by Category: %
Volume Growth 2010-2015 .......................................................................... 85
Forecast Off-trade Sales of Sports and Energy Drinks by Category: %
Value Growth 2010-2015 ............................................................................. 85

Asian Speciality Drinks in South Korea - Category analysis ........................................................ 86


Headlines ...................................................................................................................................... 86
Trends ........................................................................................................................................... 86
Competitive Landscape ................................................................................................................ 87
Prospects ...................................................................................................................................... 87
Category Data ............................................................................................................................... 88
Table 141

Off-trade Sales of Asian Speciality Drinks by Category: Volume 20052010 ............................................................................................................. 88

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Table 142
Table 143
Table 144
Table 145
Table 146
Table 147
Table 148
Table 149
Table 150
Table 151
Table 152

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Off-trade Sales of Asian Speciality Drinks by Category: Value 20052010 ............................................................................................................. 88


Off-trade Sales of Asian Speciality Drinks by Category: % Volume
Growth 2005-2010 ....................................................................................... 88
Off-trade Sales of Asian Speciality Drinks by Category: % Value
Growth 2005-2010 ....................................................................................... 89
Company Shares of Asian Speciality Drinks by Off-trade Volume
2006-2010 .................................................................................................... 89
Brand Shares of Asian Speciality Drinks by Off-trade Volume 20072010 ............................................................................................................. 89
Company Shares of Asian Speciality Drinks by Off-trade Value 20062010 ............................................................................................................. 90
Brand Shares of Asian Speciality Drinks by Off-trade Value 20072010 ............................................................................................................. 91
Forecast Off-trade Sales of Asian Speciality Drinks by Category:
Volume 2010-2015 ....................................................................................... 92
Forecast Off-trade Sales of Asian Speciality Drinks by Category:
Value 2010-2015 .......................................................................................... 92
Forecast Off-trade Sales of Asian Speciality Drinks by Category: %
Volume Growth 2010-2015 .......................................................................... 92
Forecast Off-trade Sales of Asian Speciality Drinks by Category: %
Value Growth 2010-2015 ............................................................................. 93

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SOFT DRINKS IN SOUTH KOREA INDUSTRY OVERVIEW


EXECUTIVE SUMMARY
Premiumisation Leads Healthy Growth
In 2010, soft drinks experienced healthy growth, registering a 6% increase in off-trade value
sales and a 5% increase in off-trade volume sales, thanks to a premiumisation trend, especially
within bottled water, fruit/vegetable juice, carbonates and RTD coffee. Imported and premium
brands of bottled water, carbonated bottled water and fruit/vegetable juice recorded healthy
growth rates. In the case of fruit/vegetable juice, the category continued to see declining volume
sales but imported premium juice expanded its presence in South Korea. New flavours of
carbonates and renewed brands without sugar and preservatives were also popular launches.
However, RTD tea and Asian speciality drinks showed volume declines as they fell out of
fashion.

Health and Wellness Continues To Attract Consumers


With the growing health and wellness trend, healthy concepts remained popular among South
Korean consumers. In particular, various vitamins have been used to target different consumer
groups and manufacturers have highlighted the varied functions of different vitamins in their
products, targeting sophisticated South Korean consumers. Vitamin B has been marketed for its
anti-ageing properties. Vitamin C and collagen remained among the favourite ingredients for
skin health. At the same time, manufacturers tried to strengthen healthy brands through
advertising, the shape of packaging and using brand names to appeal to a sophisticated South
Korean consumer base.

Two Leading Companies Maintain Positions


Lotte Chilsung Beverage Co Ltd and Coca-Cola Korea Co maintained the two leading
positions in 2010, accounting for a 48% combined share in off-trade value terms. Lotte Chilsung
remained in the leading position with 33% of off-trade value sales in 2010. The company
strengthened its product portfolio, launching premium fruit/vegetable juice and sports drinks and
renewing its well-known carbonates and flavoured bottled water lines, recording a positive
growth rate although a decline in share. Coca-Cola Korea also introduced a smaller version of
its Coca-Cola brand, Mini Coke, which proved popular among younger consumers.

sparkling Becomes Popular


In 2010, sparkling was a popular concept within soft drinks. South Koreans generally
perceive sparkling drinks to be less healthy, a traditional perception associated with carbonates.
However, carbonates have seen continued positive growth since 2008, despite the health and
wellness trend. Growing numbers of South Korean consumers looking for refreshing carbonated
options in soft drinks have become apparent. New product developments, presented as
sparkling versions of fruit/vegetable juice and RTD tea, were introduced during 2010.
Carbonated bottled water experienced strong growth in 2010. Furthermore, manufacturers
offered health-positioned drinks in a carbonated format to attract consumers who are sensitive
to their health needs.

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Soft Drinks Will See Rapid Growth But Rapid Change


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KEY TRENDS AND DEVELOPMENTS


Premiumisation Continues To Drive Growth
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Current Impact

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Outlook

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Future Impact

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sparkling Well Received by South Korean Consumers


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Outlook

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Future Impact

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Leading Players Remain in Strong Positions


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Outlook

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Future Impact

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Specialist Coffee Shops the Entry Channel for Premium Soft Drinks
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Current Impact

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Outlook

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Future Impact

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Marketing Strategies Through Smartphones Become Active

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Outlook

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Future Impact

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MARKET DATA
Table 1

Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume


2005-2010

million litres
2005

2006

OFF-trade
ON-trade
Total
Source:
Note:

2007

2008

2009

2010

Data removed from sample

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 2005-2010

% volume growth
2009/10
OFF-trade
ON-trade
Total
Source:
Note:

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Excludes powder concentrates

Table 3

Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2005-2010

Won billion
2005
OFF-trade
ON-trade
Total
Source:

2006

2007

2008

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 20052010

% current value growth


2009/10
OFF-trade
ON-trade
Total
Source:

2005-10 CAGR

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

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2005/10 TOTAL

WWW.EUROMONITOR.COM

Table 5

SAMPLE REPORT FOR ILLUSTRATION ONLY

Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume


2010

million litres
Off-trade
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:
Note:

On-trade

TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Excludes powder concentrates

Table 6

Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume


2010

% volume analysis
Off-trade
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:
Note:

On-trade

Total

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Excludes powder concentrates

Table 7

Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2010

Won billion
Off-trade
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:

On-trade

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Euromonitor International

TOTAL

WWW.EUROMONITOR.COM

Table 8

SAMPLE REPORT FOR ILLUSTRATION ONLY

Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2010

% value analysis
Off-trade
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:

On-trade

Total

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9

Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2005-2010

million litres
2005
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:
Note:

2006

2007

2008

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Excludes powder concentrates

Table 10

Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 20052010

% volume growth
2009/10
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:
Note:

Table 11

2005-10 CAGR

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Excludes powder concentrates

Off-trade Sales of Soft Drinks by Category: Value 2005-2010

Euromonitor International

2005/10 TOTAL

WWW.EUROMONITOR.COM

SAMPLE REPORT FOR ILLUSTRATION ONLY

Won billion
2005

2006

Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:

Table 12

2007

2008

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Off-trade Sales of Soft Drinks by Category: % Value Growth 2005-2010

% current value growth


2009/10
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:

Table 13

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of Off-trade Soft Drinks (as sold) by Volume 2006-2010

% off-trade volume
Company

2006

2007

Data removed from sample

Euromonitor International

2008

2009

2010

SAMPLE REPORT FOR ILLUSTRATION ONLY

WWW.EUROMONITOR.COM

Data removed from sample

Total
Source:
Note:

Table 14

100.0

100.0

100.0

100.0

100.0

2009

2010

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Excludes powder concentrates

Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2007-2010

% off-trade volume
Brand

Company

2007

Data removed from sample

Euromonitor International

2008

WWW.EUROMONITOR.COM

SAMPLE REPORT FOR ILLUSTRATION ONLY

Data removed from sample

Total
Source:
Note:

Table 15

100.0

100.0

100.0

100.0

2008

2009

2010

11.3
100.0

12.5
100.0

1 .1
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Excludes powder concentrates

Company Shares of Off-trade Soft Drinks (RTD) by Volume 2006-2010

% off-trade volume
Company

2006

2007

Data removed from sample

Others
Total

Euromonitor International

11.5
100.0

11.
100.0

SAMPLE REPORT FOR ILLUSTRATION ONLY

WWW.EUROMONITOR.COM

Source:

Table 16

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2007-2010

% off-trade volume
Brand

Company

2007

Data removed from sample

Euromonitor International

2008

2009

2010

SAMPLE REPORT FOR ILLUSTRATION ONLY

WWW.EUROMONITOR.COM

Data removed from sample

Total
Source:

Table 17

100.0

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

2009

2010

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of Off-trade Soft Drinks by Value 2006-2010

% off-trade value rsp


Company

2006

2007

Data removed from sample

Total
Source:

Table 18

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Off-trade Soft Drinks by Value 2007-2010

% off-trade value rsp


Brand

Company

2007

Data removed from sample

Euromonitor International

2008

WWW.EUROMONITOR.COM

SAMPLE REPORT FOR ILLUSTRATION ONLY

Data removed from sample

Others
Total
Source:

Table 19

20.0
100.0

19.8
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Off-trade Sales of Soft Drinks by Category and Distribution Format: %


Analysis 2010

Euromonitor International

20.0
100.0

20.
100.0

WWW.EUROMONITOR.COM

SAMPLE REPORT FOR ILLUSTRATION ONLY

% off-trade
BW
Store-Based Retailing
Grocery Retailers
Supermarkets/Hypermarkets
Discounters
Small Grocery Retailers
Convenience Stores
Independent Small Grocers
Forecourt Retailers
Other Grocery Retailers
Non-Grocery Retailers
Non-Store Retailing
Vending
Homeshopping
Internet Retailing
Direct Selling
Total

Store-Based Retailing
Grocery Retailers
Supermarkets/Hypermarkets
Discounters
Small Grocery Retailers
Convenience Stores
Independent Small Grocers
Forecourt Retailers
Other Grocery Retailers
Non-Grocery Retailers
Non-Store Retailing
Vending
Homeshopping
Internet Retailing
Direct Selling
Total
Source:
Key:
Note:

Con

F/VJ

RTD C

RTD T

Data removed from sample

100.0

100.0

SED

ASD

100.0

100.0

100.0

100.0

Data removed from sample

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
BW = bottled water; C = carbonates; Con = concentrates; F/VJ = fruit/vegetable juice; RTD C = RTD
coffee; RTD T = RTD tea; SED = sports and energy drinks; ASD = Asian speciality drinks
Excludes powder concentrates

Table 20

Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel:


Volume 2010-2015

million litres
2010
OFF-trade
ON-trade
Total
Source:
Note:

2011

2012

2013

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Excludes powder concentrates

Euromonitor International

2014

2015

WWW.EUROMONITOR.COM

Table 21

SAMPLE REPORT FOR ILLUSTRATION ONLY

Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: %


Volume Growth 2010-2015

% volume growth
2014/15
OFF-trade
ON-trade
Total
Source:
Note:

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Excludes powder concentrates

Table 22

Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 20102015

Won billion
2010

2011

OFF-trade
ON-trade
Total
Source:

2012

2013

2014

2015

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 23

Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value


Growth 2010-2015

% current value growth


2014/15

2010/15 TOTAL

Data removed from sample

OFF-trade
ON-trade
Total
Source:

2010-15 CAGR

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 24

Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume 20102015

million litres
2010
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:
Note:

2011

2012

2013

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Excludes powder concentrates

Euromonitor International

2014

2015

WWW.EUROMONITOR.COM

Table 25

SAMPLE REPORT FOR ILLUSTRATION ONLY

Forecast Off-trade Sales of Soft Drinks (as sold) by Category: % Volume


Growth 2010-2015

% volume growth
2014/15
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:
Note:

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Excludes powder concentrates

Table 26

Forecast Off-trade Sales of Soft Drinks by Category: Value 2010-2015

Won billion
2010
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:

Table 27

2011

2012

2013

2014

2015

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 20102015

% constant value growth


2010-15 CAGR
Bottled Water
Carbonates
Concentrates
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Source:

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Euromonitor International

2010/15 TOTAL

SAMPLE REPORT FOR ILLUSTRATION ONLY

WWW.EUROMONITOR.COM

APPENDIX
Fountain Sales in South Korea
Trends
Fountain sales continued positive growth in on-trade volume terms while fountain on-trade
volume sales through convenience stores declined during 2010. In South Korea, most
fountain sales occurred in the foodservice channel, which accounted for a 97% share of total
fountain volume sales in 2010. Fountain sales through convenience stores tend to be subject
to seasonality, with demand being higher in summer. As such, few convenience stores offer
fountain sales for soft drinks in South Korea. In addition, most convenience stores are limited
in their selling space, making it increasingly difficult to site the fountains on the premises. Only
a small number around school zones tend to offer fountain sales.

Content removed from sample

DATA
Table 28

Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume 2005-2010

million litres
2005
OFF-trade
ON-trade
Fountain ON-trade
volume through c-store
Fountain ON-trade
volume through food store
Total fountain ON-trade
volume
Total

Euromonitor International

2006

2007

2008

Data removed from sample

2009

2010

WWW.EUROMONITOR.COM

Source:
Note:

SAMPLE REPORT FOR ILLUSTRATION ONLY

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Total fountain on-trade volume data included in on-trade

Table 29

Off-trade vs On-trade Fountain Sales of Soft Drinks: % Volume Growth 20052010

% fountain volume growth


2009/10
OFF-trade
ON-trade
Fountain ON-trade volume through c-store
Fountain ON-trade volume through food
store
Total fountain ON-trade volume
Total
Source:
Note:

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Total fountain on-trade volume data included in on-trade

Table 30

Off-trade vs On-trade Fountain Sales of Carbonates: Volume 2005-2010

million litres
2005
OFF-trade
ON-trade
Fountain ON-trade
volume through c-store
Fountain ON-trade
volume through food store
Total fountain ON-trade
volume
Total
Source:
Note:

Table 31

2006

2007

2008

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Total fountain on-trade volume data included in on-trade

Off-trade vs On-trade Fountain Sales of Carbonates: % Volume Growth 20052010

% fountain volume growth


2009/10
OFF-trade
ON-trade
Fountain ON-trade volume through c-store
Fountain ON-trade volume through food
store
Total fountain ON-trade volume
Total
Source:
Note:

2005-10 CAGR

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Total fountain on-trade volume data included in on-trade

Euromonitor International

2005/10 TOTAL

SAMPLE REPORT FOR ILLUSTRATION ONLY

WWW.EUROMONITOR.COM

Table 32

Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume 20102015

million litres
2010
OFF-trade
ON-trade
Fountain ON-trade
volume through c-store
Fountain ON-trade
volume through food store
Total fountain ON-trade
volume
Total
Source:
Note:

2011

2012

2013

2014

2015

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Total fountain on-trade volume data included in on-trade

Table 33

Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: % Volume


Growth 2010-2015

% fountain volume growth


2014/15
OFF-trade
ON-trade
Fountain ON-trade volume through c-store
Fountain ON-trade volume through food
store
Total fountain ON-trade volume
Total
Source:
Note:

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Total fountain on-trade volume data included in on-trade

Table 34

Forecast Off-trade vs On-trade Fountain Sales of Carbonates: Volume 20102015

million litres
2010
OFF-trade
ON-trade
Fountain ON-trade
volume through c-store
Fountain ON-trade
volume through food store
Total fountain ON-trade
volume
Total
Source:
Note:

2011

2012

2013

2015

2,586.1

2,612.6

Data removed from sample

2, 26.1

2, 88.2

2,523.8

2,556.8

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources
Total fountain on-trade volume data included in on-trade

Euromonitor International

2014

WWW.EUROMONITOR.COM

SAMPLE REPORT FOR ILLUSTRATION ON LY

BOTTLED WATER IN SOUTH KOREA CATEGORY ANALYSIS


HEADLINES
In 2010, bottled water sees 9% total volume growth
The health and wellness trend continues to drive premium bottled water growth in South
Korea
Carbonated bottled water records the strongest total volume growth at 26% in 2010
Average unit prices increase by 1% in 2010
Nong Shim Co Ltd continues to lead bottled water sales in value terms with a 17% off-trade
value share
Bottled water is expected to grow at a CAGR of 6% in total volume terms over the forecast
period

TRENDS
In 2010, bottled water continued to register strong growth, rising by 9% in total volume terms,
mainly thanks to the good performance of still bottled water and carbonated bottled water.
While more South Korean consumers are becoming aware of the importance of water
consumption, premium bottled water such as deep sea water and imported bottled water,
from various countries, including Evian (Groupe Danone) and Fiji by Fiji Water LLC performed
well.
Still bottled water recorded 9% growth in total volume terms. Still bottled water is considered
an important aspect of the non-alcoholic drinks industry. Historically, the major factor driving
growth was consumers distrust of tap water. During 2009, more South Korean consumers
switched to bottled water from RTD tea which is cheaper in terms of unit price. With the
economic recovery in 2010, more South Korean consumers have started to look for premium
bottled water with health claims, for example those that include the minerals of specific
regions. In September 2010, the US premium water brand, Fiji by Fiji Water LLC was
introduced in South Korea and it has shown very healthy growth in 2010.
The average unit price of bottled water as a whole rose by 1% in 2010, although the unit price
of still bottled water increased by 3%. This is because premiumisation strongly impacted this
category; the Evian brand increased by 62% in off-trade sales value in 2010, and the premium
bottled water Fiji was introduced in 2010. As increasing numbers of South Korean consumers
have been to Europe and the US, the premium still bottled water category continued to grow,
supported by those consumers. This trend contributed to the rise in unit price.
Carbonated bottled water showed strong growth in 2010. Lotte Chilsung Beverage Co Ltd
relaunched Trevi, which targets female consumers, with a special bottle design in 2010. As
the leading company in soft drinks, Lotte Chilsung entered carbonated bottled water with a
positive marketing campaign for its Trevi brand; this category is expected to increase rapidly.
Total volume sales of carbonated bottled water increased at a CAGR of 38% over the review
period and they are expected to increase at a CAGR of 14% during the forecast period. When
compared to European countries and neighbouring Japan, the carbonated bottled water
category in South Korea still very small, thus it has the potential to grow more.

Euromonitor International

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Functional bottled water continued to see a decline, falling by 8% in total volume terms due to
the discontinuation of water containing amino acids. As water containing vitamins replaced
amino acids water, vitamin water showed strong growth. Coca-Cola Korea Co introduced
Glacau VitaminWater in 2009, which stimulated some interest in the category. This brand
registered 90% growth in 2010.

COMPETITIVE LANDSCAPE
In off-trade value terms, Nong Shim Co Ltds brand Cheju Samdasoo led the bottled water
category with a share of 17% in 2010. Cheju Samdasoo is produced by the Jeju Provincial
Development Corp in collaboration with Nong Shim and has maintained its leadership position
as a result of its pure and clean positioning, using the clean image of Jeju Island during
product promotion. In the context of the sweltering summer weather, the brands sales
soared. In August 2010, its orders exceeded 2,600 tonnes per day, even though the average
production capability was 1.8 million litres. In addition, Jeju Samdasoo was designated the
official still bottled water for the 2010 G20 Seoul Summit.

Content removed from sample

PROSPECTS
The bottled water category is expected to see sales rise at a CAGR of 6% in total volume
terms over the forecast period. Premium water that includes minerals or is sourced from
special locations, carbonated bottled water, and vitamin water will gain popularity among highincome consumers and young consumers who are sensitive changing trends. Young
consumers have usually experienced foreign brands through travel or study abroad. As a
result, they are familiar with imported premium bottled water brands, and some of them seek
out certain brands in South Korea. This consumer base will support the expansion of premium
imported brands in the domestic environment.

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Content removed from sample

CATEGORY DATA
Institutional Bottled Water Sales
Institutional bottled water sales showed growth of 2% during 2010. The penetration of bottled
water in institutions such as hospitals, universities and organisations has increased as
growing numbers of consumers consider tap water to be unsafe in South Korea. Most
institutional bottled water is ordered through contractors that offer cooling systems, which are
supplied at the time of the water delivery. However, the growth of institutional bottled water
sales is slowing as this segment has reached a level of maturity and the barrier to entry is
high as the contractors are limited and they have strong distribution networks based on wellestablished relationships with institutions.
Table 1

Sales of Bottled Water to Institutional Channel 2005-2010

Million litres
2005

2006

Sales
% growth
Source:

2007

2008

2009

2010

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews

Table 2

Off-trade Sales of Bottled Water: Volume 2005-2010

million litres
2005
Carbonated Bottled Water
Flavoured Bottled Water
Functional Bottled Water
Still Bottled Water
Bottled Water
Source:

2006

2007

2008

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Euromonitor International

WWW.EUROMONITOR.COM

Table 3

SAMPLE REPORT FOR ILLUSTRATION ONLY

Off-trade Sales of Bottled Water: Value 2005-2010

Won billion
2005

2006

Carbonated Bottled Water


Flavoured Bottled Water
Functional Bottled Water
Still Bottled Water
Bottled Water
Source:

2007

2008

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

Off-trade Sales of Bottled Water: % Volume Growth 2005-2010

% volume growth
2009/10
Carbonated Bottled Water
Flavoured Bottled Water
Functional Bottled Water
Still Bottled Water
Bottled Water
Source:

Table 5

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Off-trade Sales of Bottled Water: % Value Growth 2005-2010

% current value growth


2009/10
Carbonated Bottled Water
Flavoured Bottled Water
Functional Bottled Water
Still Bottled Water
Bottled Water
Source:

Table 6

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of Bottled Water by Off-trade Volume 2006-2010

% off-trade volume
Company

2006

2007

Data removed from sample

Euromonitor International

2008

2009

2010

SAMPLE REPORT FOR ILLUSTRATION ONLY

WWW.EUROMONITOR.COM

Data removed from sample

Total
Source:

Table 7

100.0

100.0

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Bottled Water by Off-trade Volume 2007-2010

% off-trade volume
Brand

Company

2007

Data removed from sample

Total

Euromonitor International

100.0

SAMPLE REPORT FOR ILLUSTRATION ONLY

WWW.EUROMONITOR.COM

Source:

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8

Company Shares of Bottled Water by Off-trade Value 2006-2010

% off-trade value rsp


Company

2006

2007

2008

2009

2010

100.0

100.0

100.0

2009

2010

Data removed from sample

Total
Source:

Table 9

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Bottled Water by Off-trade Value 2007-2010

% off-trade value rsp


Brand

Company

2007

Data removed from sample

Euromonitor International

2008

WWW.EUROMONITOR.COM

SAMPLE REPORT FOR ILLUSTRATION ONLY

Data removed from sample

Total
Source:

100.0

100.0

100.0

100.0

2014

2015

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10

Forecast Off-trade Sales of Bottled Water: Volume 2010-2015

million litres
2010

2011

Carbonated Bottled Water


Flavoured Bottled Water
Functional Bottled Water
Still Bottled Water
Bottled Water
Source:

2012

2013

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11

Forecast Off-trade Sales of Bottled Water: Value 2010-2015

Won billion
2010
Carbonated Bottled Water
Flavoured Bottled Water
Functional Bottled Water
Still Bottled Water
Bottled Water
Source:

Table 12

2011

2012

2013

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Off-trade Sales of Bottled Water: % Volume Growth 2010-2015

Euromonitor International

2014

2015

WWW.EUROMONITOR.COM

SAMPLE REPORT FOR ILLUSTRATION ONLY

% volume growth
2014/15
Carbonated Bottled Water
Flavoured Bottled Water
Functional Bottled Water
Still Bottled Water
Bottled Water
Source:

Table 13

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Off-trade Sales of Bottled Water: % Value Growth 2010-2015

% constant value growth


2010-15 CAGR
Carbonated Bottled Water
Flavoured Bottled Water
Functional Bottled Water
Still Bottled Water
Bottled Water
Source:

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Euromonitor International

2010/15 TOTAL

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SAMPLE REPORT FOR ILLUSTRATION ONLY

CARBONATES IN SOUTH KOREA CATEGORY ANALYSIS


HEADLINES
Sales increase by 2% in total volume terms and by 5% in total value terms in 2010
Manufacturers introduce new concept of carbonates including natural ingredients to capitalise
on the well-being trend
Non juice-based lemonade/lime category registers the fastest growth in 2010, by 6% in total
current value terms and 4% in total volume terms
The average unit price of carbonates increases by 2% in total current value terms in 2010
Lotte Chilsung Beverage Co Ltd leads in off-trade value terms with a 45% share in 2010
Carbonates sales are expected to increase at a CAGR of 1% total constant value terms and
2% in total volume terms

TRENDS
In 2010, products within the carbonates category were re-evaluated by consumers, thanks to
the introduction of unique concepts. Manufacturers started to add health positioning to
carbonates, a strategy which appealed to South Korean consumers during 2010. Dong-A
Otsuka Co Ltd introduced a new version of its Oran-C brand in late 2009, and it was well
accepted by consumers. New Oran-C included 100mg of vitamin C per 100ml and the
company used natural fruit juice instead of artificial ingredients. With the increasing concern
over health and wellness, more manufacturers have introduced carbonates with added fruit
juice in a bid to sustain consumer interest and stem decline. Woongjin Food Co Ltd
introduced two new juice-based carbonates in 2010, adding tomato and aloe juice extracts,
under the new brand name of Oclock.
Health and weight management was still the hot issue in South Korea. Male and female
celebrities with fit and attractive bodies have been under the spotlight and the trend has
spread among South Korean consumers. Manufacturers introduced low calorie products,
through reducing sugar, as a response to this trend. Dong-A Otsuka Co Ltd re-launched a non
juice-based lemonade/lime brand, Narangde, in 2010 with zero calories and no artificial
colouring, which gained popularity during the year.
In 2010, on-trade fountain sales of carbonates continued to grow in volume terms, reflecting
the increasing numbers of young consumers who frequently enjoy leisure and cultural
activities. Full-service restaurants offering Western foods in South Korea, which recorded
declining sales in 2009, returned to healthy growth in 2010 with special marketing strategies
to attract young consumers. North American full-service restaurants and casual concept
European full-service restaurants have seen positive growth in 2010. TGI Fridays showed a
10% growth rate and opened three more outlets in 2010. As most North American full-service
restaurants are returning to healthy performances in 2010, fountain sales in the foodservice
channel continued to expand.
Average unit price of carbonates at the total level increased by 2% in 2010. This was largely
due to the higher prices of carbonates with reduced calories and carbonates with no artificial
ingredients.

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COMPETITIVE LANDSCAPE
Lotte Chilsung Beverage Co Ltd maintained its leading position in carbonates in 2010 with a
45% share of off-trade value sales. Since LG Household and Health Care Co Ltd acquired
Coca-Cola Korea Bottling Co Ltd in 2008, the parent company has supported its brands with
marketing efforts and a strong distribution network. Thanks to the support, Coca-Cola Korea
Co continued to see healthy growth of 6% in off-trade value sales during in 2010. Its value
share also saw a marginal increase to 39%.

Content removed from sample

PROSPECTS
Carbonates sales are expected to increase at a CAGR of 1% in total constant value terms
and 2% in total volume terms over the forecast period. Cola, non-cola, and other non-cola
carbonates will continue to show positive growth, while mixers and orange carbonates will
continue to decrease at a constant value CAGR 3% and 2% respectively over the forecast
period. Given the new launch of various flavours including chocolate flavour by Haitai
Beverage Co Ltd as the brand expansion of Sunny Ten and tomato and aloe flavour by
Woongjin Food Co Ltd in 2010, carbonates category is expected to see more activity on this
front over the forecast period.

Content removed from sample

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presence of private label products is expected to bring down average unit prices over the
forecast period.

CATEGORY DATA
Table 1

Low Calorie Carbonates by Subsector

% total volume
2005

2006

Cola carbonates
Source:

2007

2008

2009

2010

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews

Table 2

Off-trade Sales of Carbonates by Category: Volume 2005-2010

million litres
2005

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

2008

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3

Off-trade Sales of Carbonates by Category: Value 2005-2010

Won billion
2005
Cola Carbonates
- Regular Cola Carbonates
- Low Calorie Cola
Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola
Carbonates
Carbonates
Source:

Table 4

2006

2007

2008

Data removed from sample

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store checks, trade interviews, trade sources

Off-trade Sales of Carbonates by Category: % Volume Growth 2005-2010

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2010

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% volume growth
2009/10
Cola Carbonates
- Regular Cola Carbonates
- Low Calorie Cola Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola Carbonates
Carbonates
Source:

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

Off-trade Sales of Carbonates by Category: % Value Growth 2005-2010

% current value growth


2009/10
Cola Carbonates
- Regular Cola Carbonates
- Low Calorie Cola Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola Carbonates
Carbonates
Source:

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

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store checks, trade interviews, trade sources

Table 6

On-trade vs Off-trade Sales of Carbonates: Volume 2005-2010

million litres
2005

2006

2008

2009

2010

2009

2010

Data removed from sample

OFF-trade
ON-trade
Total
Source:

2007

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7

On-trade vs Off-trade Sales of Carbonates: Value 2005-2010

Won billion
2005
OFF-trade
ON-trade
Total
Source:

2006

2007

2008

Data removed from sample

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store checks, trade interviews, trade sources

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Table 8

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On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2005-2010

% volume growth
2009/10

2005/10 TOTAL

Data removed from sample

OFF-trade
ON-trade
Total
Source:

2005-10 CAGR

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9

On-trade vs Off-trade Sales of Carbonates: % Value Growth 2005-2010

% current value growth


2009/10
OFF-trade
ON-trade
Total
Source:

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10

Off-trade Sales of Low Calorie Cola Carbonates by Category: % Volume


Breakdown 2005-2010

% volume
2005

2006

- Low Calorie Cola


Carbonates
-- Standard Low Calorie
Cola
-- Speciality Low
Calorie Cola
Source:

Table 11

2007

2008

2009

2010

Data removed from sample

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store checks, trade interviews, trade sources

Company Shares of Carbonates by Off-trade Volume 2006-2010

% off-trade volume
Company

2006

2007

2008

2009

2010

100.0

100.0

100.0

Data removed from sample

Total
Source:

100.0

100.0

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store checks, trade interviews, trade sources

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Table 12

Brand Shares of Carbonates by Off-trade Volume 2007-2010

% off-trade volume
Brand

Company

2007

2008

2009

2010

.2
100.0

.0
100.0

.2
100.0

2008

2009

2010

100.0

100.0

100.0

Data removed from sample

Others
Total
Source:

Table 13

3.7
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of Carbonates by Off-trade Value 2006-2010

% off-trade value rsp


Company

2006

2007

Data removed from sample

Total

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100.0

100.0

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Source:

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store checks, trade interviews, trade sources

Table 14

Brand Shares of Carbonates by Off-trade Value 2007-2010

% off-trade value rsp


Brand

Company

2007

2008

2009

2010

100.0

100.0

100.0

2014

2015

Data removed from sample

Total
Source:

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 15

Forecast Off-trade Sales of Carbonates by Category: Volume 2010-2015

million litres
2010
Cola Carbonates
- Regular Cola Carbonates
- Low Calorie Cola
Carbonates

Euromonitor International

2011

2012

2013

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Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola
Carbonates
Carbonates
Source:

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 16

Forecast Off-trade Sales of Carbonates by Category: Value 2010-2015

Won billion
2010
Cola Carbonates
- Regular Cola Carbonates
- Low Calorie Cola
Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola
Carbonates
Carbonates
Source:

2011

2012

2013

2014

2015

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 17

Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 20102015

% volume growth
2014/15
Cola Carbonates
- Regular Cola Carbonates
- Low Calorie Cola Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola Carbonates
Carbonates
Source:

Table 18

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

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trade sources

Forecast Off-trade Sales of Carbonates by Category: % Value Growth 20102015

% constant value growth


2010-15 CAGR
Cola Carbonates
- Regular Cola Carbonates

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2010/15 TOTAL

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- Low Calorie Cola Carbonates


Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola Carbonates
Carbonates
Source:

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Data removed from sample

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trade sources

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CONCENTRATES IN SOUTH KOREA CATEGORY ANALYSIS


HEADLINES
Concentrates sees off-trade value sales grow by 8% in 2010 to reach Won57 billion
Powder concentrates with reduced sugar and low calorie content are popular under the health
and wellness trend
Liquid concentrates registers the fastest sales growth in 2010, rising by 8% in off-trade value
terms, while off-trade value sales of powder concentrates increase by 4%
The average unit price increases by 3% in 2010, mainly due to the launch of new premium
products
While Unilever Korea Co Ltd dominates powder concentrates with a 73% value share, the
competitive landscape of the concentrates category as a whole is highly fragmented in 2010
Over the forecast period, the liquid concentrates category is expected to grow at a CAGR of
3% in constant off-trade value terms

TRENDS
Concentrates showed healthy growth in 2010 in both powder and liquid concentrates, with an
overall rise of 8% in off-trade value sales. Liquid concentrates showed faster growth than
powder concentrates. With increasing concerns about health, consumers enjoyed liquid
concentrates as nutritional supplements. Grape, balloon flower roots and plum concentrates
were perceived as nutritional supplements for health instead of drinks by consumers; most of
these products are available in liquid format rather than powder in South Korea. These
products are produced from diverse provinces, with some brands only distributed in certain
regions. Therefore, players remained fragmented in liquid concentrates, with the category
seeing a rise of 4% in RTD volume terms.
Powder concentrates saw increased RTD volume sales despite the fact that most South
Korean consumers were wary of drinking powder concentrates due to their high calorie and
sugar content. However, manufacturers introduced new health-positioned powder
concentrates with less sugar and without artificial colouring; these new products attracted
consumers in 2010. For example, Dongsuh Foods Co Ltd launched a new powder
concentrate ice tea brand called Tio, whose reduced sugar content was achieved by adding
oligosaccharides and xilitol. The company also emphasised that it did not use artificial
colouring in this brand. It aims to challenge the domination of Unilever Korea Co Ltd within the
powder concentrates category with its wellness-concept brand. In the response, however,
Unilever Korea Co Ltd launched an apple-flavoured powder concentrate. Following these new
product developments, powder concentrates showed slightly better total volume growth in
2010 than in 2009, rising by 2%.
With the continuing popularity of vinegar concentrates, known for their invigorating and antiageing effects among older people, liquid concentrates continued to register healthy 4% total
RTD volume growth in 2010. Although manufacturers are not undertaking aggressive
marketing promotions, more South Korean consumers became aware of the health benefits of
vinegar drinks and liquid concentrates continued to register a good performance in 2010.

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COMPETITIVE LANDSCAPE
Within powder concentrates, Unilever Korea Co Ltd maintained its leading position with a 73%
share of off-trade volume and value sales in 2010, followed by Nestl Korea Ltd which held an
off-trade volume and value share of 1%. Due to the introduction of new products by domestic
companies, the dominant foreign brands lost value share, while the share of others within
powder concentrates rose by two percentage points in 2010.

Content removed from sample

PROSPECTS
Over the forecast period, total volume sales of liquid concentrates are expected to grow at a
CAGR of 3%. As health-conscious consumption drives the liquid concentrates category, new
products with healthy ingredients are likely to continue to be introduced during the forecast
period. As major food companies are focusing their attention on liquid concentrates, this
category is likely to see faster growth than powder concentrates. However, the growth rate is
expected to slow down over the course of the forecast period as the category becomes more
mature.

Content removed from sample

CATEGORY DATA
Concentrates Conversions
Powder concentrates are mostly consumed with a ratio of 1kg to 10 litres in South Korea.
Most liquid concentrates are produced using fruits known to have health benefits. Plum is the
most popular liquid concentrate flavour, perceived to be beneficial to those suffering with
stomach ache; however vinegar liquid concentrate held the majority share of liquid
concentrates sales, with the major food companies being active in this category. Vinegar
concentrates are consumed in a ratio of 1:1, 1:2 or 1:3. Fruit-based liquid concentrates are
mostly consumed in a 1:4 format in South Korea.

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Table 1

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Concentrates Conversion Factors for Ready-to-Drink (RTD) Format

Powder concentrates
Liquid concentrates
Source:

1 kg = 10 litres
1 litre = 4 litres

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Table 2

Off-trade Sales of Concentrates (as sold) by Category: Volume 2005-2010


2005

2006

Liquid Concentrates
(million litres)
Powder Concentrates
(Tonnes)
Concentrates (million
litres)
Source:
Note:

2007

2008

2009

2010

Data removed from sample

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store checks, trade interviews, trade sources
Totals exclude powder concentrates

Table 3

Off-trade Sales of Concentrates (as sold) by Category: % Volume Growth


2005-2010

% volume growth
2009/10

Note:

2005/10 TOTAL

Data removed from sample

Liquid Concentrates
Powder Concentrates
Concentrates
Source:

2005-10 CAGR

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Totals exclude powder concentrates

Table 4

Off-trade Sales of Concentrates (RTD) by Category: Volume 2005-2010

million litres
2005
Liquid Concentrates
Powder Concentrates
Concentrates
Source:

2006

2007

2008

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 5

Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 20052010

% volume growth
2009/10
Liquid Concentrates
Powder Concentrates
Concentrates

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2005-10 CAGR

2005/10 TOTAL

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Source:

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store checks, trade interviews, trade sources

Table 6

Off-trade Sales of Concentrates by Category: Value 2005-2010

Won billion
2005

2006

Liquid Concentrates
Powder Concentrates
Concentrates
Source:

Table 7

2007

2008

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Off-trade Sales of Concentrates by Category: % Value Growth 2005-2010

% current value growth


2009/10
Liquid Concentrates
Powder Concentrates
Concentrates
Source:

Table 8

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

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store checks, trade interviews, trade sources

Company Shares of Powder Concentrates (as sold) by Off-trade Volume


2006-2010

% off-trade volume
Company

2006

2007

2008

2009

2010

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

Data removed from sample


Total
Source:

Table 9

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Powder Concentrates (as sold) by Off-trade Volume 20072010

% off-trade volume
Brand

Company

2007

Data removed from sample

Total
Source:

100.0

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store checks, trade interviews, trade sources

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Table 10

Company Shares of Concentrates (RTD) by Off-trade Volume 2006-2010

% off-trade volume
Company

2006

2007

2008

2009

2010

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

2014

2015

Data removed from sample


Total
Source:

Table 11

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Concentrates (RTD) by Off-trade Volume 2007-2010

% off-trade volume
Brand

Company

2007

Data removed from sample


Total
Source:

Table 12

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of Concentrates by Off-trade Value 2006-2010

% off-trade value rsp


Company

2006

2007

Data removed from sample


Total
Source:

Table 13

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Concentrates by Off-trade Value 2007-2010

% off-trade value rsp


Brand

Company

2007

Data removed from sample


Total
Source:

Table 14

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Forecast Off-trade Sales of Concentrates (as sold) by Category: Volume


2010-2015
2010

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2011

2012

2013

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Liquid Concentrates
(million litres)
Powder Concentrates
(Tonnes)
Concentrates (million
litres)
Source:
Note:

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Data removed from sample

6.2

6.

6.6

6.8

7.0

7.2

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trade sources
Totals exclude powder concentrates

Table 15

Forecast Off-trade Sales of Concentrates (as sold) by Category: % Volume


Growth 2010-2015

% volume growth
2014/15
Liquid Concentrates
Powder Concentrates
Concentrates
Source:
Note:

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources
Totals exclude powder concentrates

Table 16

Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 20102015

million litres
2010

2011

2013

2014

2015

Data removed from sample

Liquid Concentrates
Powder Concentrates
Concentrates
Source:

2012

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Table 17

Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume


Growth 2010-2015

% volume growth
2014/15
Liquid Concentrates
Powder Concentrates
Concentrates
Source:

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

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trade sources

Table 18

Forecast Off-trade Sales of Concentrates by Category: Value 2010-2015

Won billion
2010
Liquid Concentrates

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2011

2012

2013

Data removed from sample

2014

2015

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Powder Concentrates
Concentrates
Source:

Table 19

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Data removed from sample

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Forecast Off-trade Sales of Concentrates by Category: % Value Growth 20102015

% constant value growth


2010-15 CAGR
Liquid Concentrates
Powder Concentrates
Concentrates
Source:

Data removed from sample

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trade sources

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FRUIT/VEGETABLE JUICE IN SOUTH


KOREA - CATEGORY ANALYSIS
HEADLINES
In 2010, sales increase by 1% in total current value terms and decrease by 2% in total volume
terms
Growth of chilled premium fruit/vegetable juice puts a brake on the overall decline in total
fruit/vegetable juice sales
Juice drinks excluding Asian posts the strongest performance, with sales rising by 5% in total
value terms
Average unit prices increase by 3% in 2010 in total value terms
Lotte Chilsung Beverage Co Ltd maintains leading position with off-trade value share of 39%
in 2010
Fruit/vegetable juice sales are expected to decline at a CAGR of 1% in total value and total
volume terms over the forecast period

TRENDS
The premiumisation of fruit/vegetable juice accelerated in 2010 though fruit/vegetable juice
market continued declining in 2010. Since 2004, the category has seen sales decline;
however more fruit/vegetable juice manufacturers introduced chilled juices under
reconstituted 100% juice in 2010. Chilled juices have been taking the place of existing
fruit/vegetable juice, to account for an 11% share in terms of off-trade volume sales in 2010.
Given the health and wellness trend, consumers preferred more natural fruit/vegetable juice
and manufacturers also introduced various flavours of chilled fruit/vegetable juice to meet
consumer demand. While general consumers preference for lighter and lower calorie drinks
will bring continued market declining in fruit/vegetable juice in South Korea, chilled 100%
fruit/vegetable juice will continue appealing to more health conscious South Korean
consumers.
With the popularity of chilled 100% juice in South Korea, the leading soft drinks manufacturer,
Lotte Chilsung Beverage Co Ltd, renewed its Del Monte Cold brand, adding the flavour of
Cheju Tangerine, which used to be sold as unfrozen nectar containing only 50% juice. The
renewed Del Monte Cold is available through most grocery retailers, however the larger
950ml and 1.89-litre packs are mainly distributed through supermarkets/hypermarkets, while
smaller 235ml packs tend to be distr buted through convenience stores.
Every year since 2005, Asian juice drinks has seen a double-digit decline. The most popular
flavours in Asian juice drinks in South Korea are plum juice and aloe juice. As more
consumers become aware that these products contain high levels of sugar, diet-conscious
consumers have shifted away from these products. With these trends, there have been no
significant new product developments and the Asian juice drinks category is expected to
continue its negative direction during the forecast period.
Average unit prices increased by 3% in 2010 in total value terms, mainly due to a process of
premiumisation. While most 100% juice is from reconstituted 100% juice, more South Korean

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consumers look for better tasting juice and manufacturers have actively expanded chilled
reconstituted 100% juice products during 2010.

COMPETITIVE LANDSCAPE
Lotte Chilsung Beverage Co Ltd maintained its leading position in fruit/vegetable juice in 2010
with a 39% off-trade value share. Reflecting the overall decline in the fruit/vegetable juice
category, the company saw its volume and value sales decline in 2010. In addition, as
competition in the chilled juice segment became intense, the companys value and volume
share in fruit/vegetable juice was reduced by new manufacturers. In particular, the company
showed a weak performance in juice drinks (up to 24% juice), with the continuing decline of
Asian juice drinks in 2010. Due to the weak performance of Asian juice drinks, the company
gradually discontinued their brands since 2008.

Content removed from sample

PROSPECTS
Although there is increasing demand for premium fruit/vegetable juice in South Korea, the
category overall is not likely to recover to show positive growth during forecast period, with an
annual 1% decline in off-trade value and volume sales expected. While fruit/vegetable juice is
considered to be a healthy drink, because of its sometimes high sugar content, diet-conscious
South Korean consumers still try to avoid it. Unless there are new products in development
which appeal to young female consumers in their 20s and 30s, the negative performance is
expected to continue.

Content removed from sample

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Content removed from sample

CATEGORY DATA
Table 1

Off-trade Sales of Fruit/Vegetable Juice by Category: Volume 2005-2010

million litres
2005
100% Juice
- Frozen 100% Juice
- Not from Concentrate
100% Juice
- Reconstituted 100%
Juice
Juice Drinks (up to 24%
Juice)
- Asian Juice Drinks
- Frozen Juice Drinks
- Juice Drinks
Excluding Asian
Fruit-Flavoured Drinks
(No Juice Content)
Nectars (25-99% Juice)
- Frozen Nectars
- Unfrozen Nectars
Fruit/Vegetable Juice
Source:

2006

2007

2008

2009

2010

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2

Off-trade Sales of Fruit/Vegetable Juice by Category: Value 2005-2010

Won billion
2005
100% Juice
- Frozen 100% Juice
- Not from Concentrate
100% Juice
- Reconstituted 100%
Juice
Juice Drinks (up to 24%
Juice)
- Asian Juice Drinks
- Frozen Juice Drinks
- Juice Drinks
Excluding Asian
Fruit-Flavoured Drinks
(No Juice Content)
Nectars (25-99% Juice)

Euromonitor International

2006

2007

2008

Data removed from sample

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- Frozen Nectars
- Unfrozen Nectars
Fruit/Vegetable Juice
Source:

Data removed from sample


,

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Table 3

Off-trade Sales of Fruit/Vegetable Juice by Category: % Volume Growth


2005-2010

% volume growth
2009/10
100% Juice
- Frozen 100% Juice
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
Juice Drinks (up to 24% Juice)
- Asian Juice Drinks
- Frozen Juice Drinks
- Juice Drinks Excluding Asian
Fruit-Flavoured Drinks (No Juice
Content)
Nectars (25-99% Juice)
- Frozen Nectars
- Unfrozen Nectars
Fruit/Vegetable Juice
Source:

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

Off-trade Sales of Fruit/Vegetable Juice by Category: % Value Growth 20052010

% current value growth


2009/10
100% Juice
- Frozen 100% Juice
- Not from Concentrate 100% Juice
- Reconstituted 100% Juice
Juice Drinks (up to 24% Juice)
- Asian Juice Drinks
- Frozen Juice Drinks
- Juice Drinks Excluding Asian
Fruit-Flavoured Drinks (No Juice
Content)
Nectars (25-99% Juice)
- Frozen Nectars
- Unfrozen Nectars
Fruit/Vegetable Juice
Source:

2005-10 CAGR

Data removed from sample

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store checks, trade interviews, trade sources

Table 5

Leading Flavours for 100% Juice: % Volume Breakdown 2005-2010

% retail volume

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2005
Apple
Carrot
Grape
Orange
Tomato
Vegetable
Other flavours
Total
Source:

2006

2007

2008

2009

2010

100.0

100.0

2009

2010

100.0

100.0

2009

2010

100.0

100.0

Data removed from sample

100.0

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 6

Leading Flavours for Nectars (25-99% Juice): % Volume Breakdown 20052010

% retail volume
2005
Grape
Mango
Orange
Tangerine
Tomato
Other flavours
Total
Source:

2006

2007

2008

Data removed from sample

100.0

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 7

Leading Flavours for Juice Drinks (up to 24% Juice): % Volume Breakdown
2005-2010

% retail volume
2005
Grape
Guava
Lemon
Orange
Plum
Pomegranate
Other flavours
Total
Source:

2006

2007

2008

Data removed from sample

100.0

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8

% Share of Smoothies in 100% Juice and Nectars (25-99% Juice): Off-trade


Value 2010

% value analysis
Smoothies
100% Juice
Nectars (25-99% Juice)

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Others

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Total

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Source:

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store checks, trade interviews, trade sources

Table 9

Chilled Vs Ambient Reconstituted 100% Juice: % Analysis 2005-2010

% retail volume
2005

2006

Table 10

2008

2009

2010

2008

2009

2010

100.0

100.0

100.0

2009

2010

Data removed from sample

Chilled Juices
Ambient Juices
Total
Source:

2007

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store checks, trade interviews, trade sources

Company Shares of Fruit/Vegetable Juice by Off-trade Volume 2006-2010

% off-trade volume
Company

2006

2007

Data removed from sample

Total
Source:

Table 11

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Fruit/Vegetable Juice by Off-trade Volume 2007-2010

% off-trade volume
Brand

Company

2007

Data removed from sample

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2008

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Data removed from sample

Total
Source:

Table 12

100.0

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

2009

2010

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of Fruit/Vegetable Juice by Off-trade Value 2006-2010

% off-trade value rsp


Company

2006

2007

Data removed from sample

Total
Source:

Table 13

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Fruit/Vegetable Juice by Off-trade Value 2007-2010

% off-trade value rsp


Brand

Company

2007

Data removed from sample

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2008

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Data removed from sample

Total
Source:

100.0

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 14

Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: Volume 20102015

million litres
2010
100% Juice
Juice Drinks (up to 24%
Juice)
Fruit-Flavoured Drinks
(No Juice Content)
Nectars (25-99% Juice)
Fruit/Vegetable Juice

Euromonitor International

2011

2012

2013

Data removed from sample

2014

2015

WWW.EUROMONITOR.COM

Source:

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Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 15

Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: Value 20102015

Won billion
2010
100% Juice
Juice Drinks (up to 24%
Juice)
Fruit-Flavoured Drinks
(No Juice Content)
Nectars (25-99% Juice)
Fruit/Vegetable Juice
Source:

2011

2012

2013

2014

2015

Data removed from sample

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trade sources

Table 16

Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: % Volume


Growth 2010-2015

% volume growth
2014/15
100% Juice
Juice Drinks (up to 24% Juice)
Fruit-Flavoured Drinks (No Juice
Content)
Nectars (25-99% Juice)
Fruit/Vegetable Juice
Source:

Table 17

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

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trade sources

Forecast Off-trade Sales of Fruit/Vegetable Juice by Category: % Value


Growth 2010-2015

% constant value growth


2010-15 CAGR
100% Juice
Juice Drinks (up to 24% Juice)
Fruit-Flavoured Drinks (No Juice Content)
Nectars (25-99% Juice)
Fruit/Vegetable Juice
Source:

Data removed from sample

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trade sources

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RTD COFFEE IN SOUTH KOREA CATEGORY ANALYSIS


HEADLINES
Sales of RTD coffee increase by 7% in total volume terms in 2010
Based on the popularity of specialist coffee shops brands in the retail channel, RTD coffee
shows a strong performance
Sales increase by 11% in off-trade value terms in 2010
Average unit prices increase by 4% in 2010, mainly as a result of the premiumisation trend
within the category
Lotte Chilsung Beverage Co Ltd continues to lead the category with a 40% value share in
2010
RTD coffee is expected to see both total volume and constant value sales grow at a CAGR of
6% over the forecast period

TRENDS
RTD coffee continued to register healthy growth, with total volume sales rising by 7% in 2010.
While specialist coffee shops grew in popularity during 2010, RTD coffee has been
premiumised and performed very well. As RTD coffee manufacturers actively introduced
premium RTD coffee products, specialist coffee shop operators also expanded their presence
in RTD coffee; this trend started with Starbucks in 2007 which expanded into local specialist
coffee brands, while Angel-in-us Coffee by Lotteria Co Ltd and Caf Bene by Caf Bene Co
Ltd also introduced their branded RTD coffees in 2010 and earned popularity among South
Korean consumers.
The unit price of RTD coffee increased by 4% in 2010, being impacted by the premiumisation
through specialist coffee shop brands. Previously, the unit price of canned RTD coffee, such
as Lets Be (Lotte Chilsung Beverage Co Ltd), was around Won650 per 175ml pack, while
mid-premium RTD coffee was priced at around Won1,200 per 200ml pack, including French
Caf Cappuccino (offered in cup format) by Namyang Dairy Products Co Ltd and Caff Latte
Barista Smokey by Maeil Dairy Industry Co Ltd, which entered the category in the early 2000s
in South Korea. In 2010, however, the unit price of some RTD coffee increased to more than
Won1,500 for a 200ml pack, as was the case with Cantata Original Sweet Black by Lotte
Chilsung and Starbucks Discoveries Espresso - Milano by Seoul Dairy Cooperative Co Ltd.
These high prices are the result of the use of high quality coffee beans, which come with a
premium price tag.
Chained specialist coffee shop-branded RTD coffee, including Starbucks, Caf Bene and
Angel-in-us Coffee showed strong performance in 2010. Most of these specialist coffee shops
are working with packaged food manufacturers, which produce the RTD coffee, having
distribution agreements that place the brands in the retail environment. Starbucks has an
agreement with Dongsuh Foods Co Ltd, Caf Bene is working with Daesang Corp and Angelin-us Coffee with Lotte Chilsung. These specialist coffee shop RTD coffee brands have been
well accepted by young female consumers in their 20s and 30s, as they appreciate being able

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to enjoy the same coffee flavours at a lower price at home, with most of those RTD coffee
brands available through convenience stores.

COMPETITIVE LANDSCAPE
Lotte Chilsung Beverage Co Ltd maintained its leadership of the RTD coffee category with a
44% share in off-trade volume terms. Its Lets Be brand leads the category with a high level of
penetration and wide distribution across a range of grocery retailers. However, its value sales
decreased by 1% in 2010 as a result of the introduction of other premium brands. Cantata, the
companys other brand introduced in 2007, for example, showed a positive performance in
value terms in 2010 as its value sales rose by 20%. This however was not sufficient to stop
the companys share declining overall.

Content removed from sample

PROSPECTS
RTD coffee will continue to show healthy growth over the forecast period, with a CAGR of 6%
in both off-trade constant value and volume terms. Within the foodservice industry, it is
anticipated that specialist coffee shops will grow over the forecast period, meaning that

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consumers preference for premium coffee will also develop. This trend will affect the RTD
coffee category, as manufacturers will try to launch new premium variants to appeal to South
Korean consumers who are already familiar with better quality coffee. At the same time,
operators of chained specialist coffee shop brands will try to introduce RTD coffee to expand
their brands presence through retail channels.

Content removed from sample

CATEGORY DATA
Table 1

Off-trade Sales of RTD Coffee: Volume 2005-2010

million litres
2005

2006

RTD Coffee
Source:

2007

2008

2009

2010

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2

Off-trade Sales of RTD Coffee: Value 2005-2010

Won billion
2005

2007

2008

Data removed from sample

RTD Coffee
Source:

2006

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store checks, trade interviews, trade sources

Table 3

Off-trade Sales of RTD Coffee: % Volume Growth 2005-2010

% volume growth
2009/10
RTD Coffee
Source:

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

Off-trade Sales of RTD Coffee: % Value Growth 2005-2010

% current value growth


2009/10
RTD Coffee
Source:

2005-10 CAGR

Data removed from sample

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Table 5

Company Shares of RTD Coffee by Off-trade Volume 2006-2010

% off-trade volume
Company

2006

2007

2008

2009

2010

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

2009

2010

Data removed from sample

Total
Source:

Table 6

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of RTD Coffee by Off-trade Volume 2007-2010

% off-trade volume
Brand

Company

2007

Data removed from sample

Total
Source:

Table 7

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of RTD Coffee by Off-trade Value 2006-2010

% off-trade value rsp


Company

Euromonitor International

2006

2007

2008

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Data removed from sample

Total
Source:

100.0

100.0

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

2014

2015

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 8

Brand Shares of RTD Coffee by Off-trade Value 2007-2010

% off-trade value rsp


Brand

Company

2007

Data removed from sample

Total
Source:

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9

Forecast Off-trade Sales of RTD Coffee: Volume 2010-2015

'000 litres
2010
RTD Coffee
Source:

2011

2012

2013

Data removed from sample

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trade sources

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Table 10

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Forecast Off-trade Sales of RTD Coffee: Value 2010-2015

Won mn
2010

2012

2013

2014

2015

Data removed from sample

RTD Coffee
Source:

2011

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trade sources

Table 11

Forecast Off-trade Sales of RTD Coffee: % Volume Growth 2010-2015

% volume growth
2014/15

2010/15 TOTAL

Data removed from sample

RTD Coffee
Source:

2010-15 CAGR

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 12

Forecast Off-trade Sales of RTD Coffee: % Value Growth 2010-2015

% constant value growth


2010-15 CAGR
RTD Coffee
Source:

Data removed from sample

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RTD TEA IN SOUTH KOREA CATEGORY ANALYSIS


HEADLINES
In 2010, sales decrease by 4% in off-trade volume terms and by 2% in off-trade current value
terms
The growing interest in health-positioned bottled water continues to negatively impact RTD
tea in 2010
Still RTD tea excluding Asian shows the strongest growth in 2010, with a rise of 2% in offtrade volume terms
Average off-trade unit prices increase by 2% in 2010
Lotte Chilsung Beverage Co Ltd maintains its leadership with a 21% value share in 2010
Sales of RTD tea are expected to decline at a CAGR of 2% both in off-trade volume and
constant value terms over the forecast period

TRENDS
RTD tea continued to register a negative performance, with total volume sales falling by 3% in
2010. The negative trend started in 2008 as the economy slowed down during the global
financial crisis. During this period, more South Korean consumers shifted their consumption
away from RTD tea and towards still bottled water, which is cheaper and known to contain
zero calories. Even though the economy has seen some recovery in 2010, South Korean
consumers are not returning to RTD tea, largely because the product offer has widened within
bottled water, to include various new products such as functional bottled water and premium
imported bottled water, which gained popularity during 2010.
In 2010, green tea saw its popularity wane further (although it remained the largest category
within RTD tea). Most of RTD tea manufacturers highlight the beauty and weight management
functions of their RTD tea products through various advertisements using famous female
actresses. Attractive female models show their slim bodies in such advertisements, which are
targeted towards female consumers with aspirations of beauty. However, more South Korean
consumers are coming to perceive these products as offering few health benefits and thus are
reverting to seeing them as simply a product to quench thirst. This resulted in waning
popularity for green RTD tea.
During the summer season, basic RTD tea brands, Lipton Ice Tea (Unilever Korea Co Ltd)
and Nestea (Coca-Cola Korea Co) were popular, due to the hotter and longer summer in
2010 than other years and because these are cheaper and easier to drink, despite these
products higher calorie content in relation to bottled water.
In 2010, mugwort RTD tea gained prominence as a health-positioned product. Mugwort is
considered as having properties than support effective circulation in the body. In addition,
mugwort is famous as a herbal medicine that has traditionally been used in the treatment of
various female ailments. In this context, Lotte Chilsung Beverage Co Ltd launched Brown
Rice Mugwort Tea under its Todays tea brand. New launches such as these helped maintain
average unit price increases, despite an emerging shift in consumer preferences away from
premium RTD teas.

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Hyundai Pharm Co Ltd introduced a carbonated RTD tea, Pop Sparkling Tea, in 2010 for the
first time in South Korea. Its novelty has meant that its share is still not significant in South
Korea, even though it has generated some consumer interest.

COMPETITIVE LANDSCAPE
Lotte Chilsung Beverage Co Ltd continued to lead the RTD tea category with an off-trade
value share of 21% in 2010. It was followed by Kwang Dong Pharm Co Ltd with 14%. In terms
of brand share Kwang Dong Pharms RTD tea brand Kwangdong Corn Leaf Tea led the
category with an off-trade value share of 14%, followed by Lotte Chilsungs Lotte brand at
13%. Kwangdong Corn Leaf Tea has lost five percentage points in terms of value share since
2008 with the various new product developments by competing manufacturers. Meanwhile,
Lotte Chilsung launched a specialist RTD tea brand, Tea Tree and expanded its product
portfolio through the introduction of new green tea and mate tea in 2010 under Tea Tree
brand. Competition between existing tea brands and newly launched variants was intense and
the gap in company value share between Lotte Chilsung and Kwang Dong Pharm widened
considerably in 2010, from three percentage points in 2009 to almost seven in 2010.

Content removed from sample

PROSPECTS
The lack of interest in Asian still RTD tea as a means of weight management will continue,
which in turn will negatively affect the RTD tea category as a whole over the forecast period.
As consumers become more familiar with media techniques, they are increasingly choosing
not to trust advertising messages. Thus if a product is not a dietary supplement, it will become
increasingly difficult for operators to attract consumers with slimming concepts.

Content removed from sample

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Content removed from sample

CATEGORY DATA
Table 1

Off-trade Sales of RTD Tea by Category: Volume 2005-2010

million litres
2005

2006

Still RTD Tea


- Asian Still RTD Tea
- Still RTD Tea
Excluding Asian
Carbonated RTD Tea
RTD Tea
Source:

2007

2008

2009

2010

2009

2010

Data removed from sample

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store checks, trade interviews, trade sources

Table 2

Off-trade Sales of RTD Tea by Category: Value 2005-2010

Won billion
2005
Still RTD Tea
- Asian Still RTD Tea
- Still RTD Tea
Excluding Asian
Carbonated RTD Tea
RTD Tea
Source:

2006

2007

2008

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3

Off-trade Sales of RTD Tea by Category: % Volume Growth 2005-2010

% volume growth
2009/10
Still RTD Tea

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2005-10 CAGR

2005/10 TOTAL

Data removed from sample

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- Asian Still RTD Tea


- Still RTD Tea Excluding Asian
Carbonated RTD Tea
RTD Tea
Source:

Data removed from sample

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store checks, trade interviews, trade sources

Table 4

Off-trade Sales of RTD Tea by Category: % Value Growth 2005-2010

% current value growth


2009/10
Still RTD Tea
- Asian Still RTD Tea
- Still RTD Tea Excluding Asian
Carbonated RTD Tea
RTD Tea

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Source:

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store checks, trade interviews, trade sources

Table 5

Leading Flavours for RTD Tea: % Volume Breakdown 2006-2010

% retail volume
2006
Black Bean Tea
Black Tea
Corn Leaf Tea
Green Tea
Mixed Tea
Other flavours
Total
Source:

Table 6

2007

2008

2009

2010

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of RTD Tea by Off-trade Volume 2006-2010

% off-trade volume
Company

2006

2007

Data removed from sample

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2008

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Total
Source:

Table 7

100.0

100.0

100.0

100.0

100.0

2008

2009

2010

5.9
100.0

9.3
100.0

10.
100.0

2009

2010

Euromonitor International from official statistics, trade associations, trade press, company research,
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Brand Shares of RTD Tea by Off-trade Volume 2007-2010

% off-trade volume
Brand

Company

2007

Data removed from sample

Others
Total
Source:

Table 8

.3
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of RTD Tea by Off-trade Value 2006-2010

% off-trade value rsp


Company

2006

2007

Data removed from sample

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2008

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Data removed from sample


Total
Source:

100.0

100.0

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

2014

2015

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9

Brand Shares of RTD Tea by Off-trade Value 2007-2010

% off-trade value rsp


Brand

Company

2007

Data removed from sample

Total
Source:

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10

Forecast Off-trade Sales of RTD Tea by Category: Volume 2010-2015

million litres
2010
Still RTD Tea
- Asian Still RTD Tea
- Still RTD Tea
Excluding Asian
Carbonated RTD Tea
RTD Tea
Source:

2011

2012

2013

Data removed from sample

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trade sources

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Table 11

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Forecast Off-trade Sales of RTD Tea by Category: Value 2010-2015

Won billion
2010
Still RTD Tea
- Asian Still RTD Tea
- Still RTD Tea
Excluding Asian
Carbonated RTD Tea
RTD Tea
Source:

2011

2012

2013

2014

2015

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 12

Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 20102015

% volume growth
2014/15
Still RTD Tea
- Asian Still RTD Tea
- Still RTD Tea Excluding Asian
Carbonated RTD Tea
RTD Tea
Source:

Table 13

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 20102015

% constant value growth


2010-15 CAGR
Still RTD Tea
- Asian Still RTD Tea
- Still RTD Tea Excluding Asian
Carbonated RTD Tea
RTD Tea
Source:

Data removed from sample

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trade sources

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SPORTS AND ENERGY DRINKS IN


SOUTH KOREA - CATEGORY
ANALYSIS
HEADLINES
Sales of sports and energy drinks increase by 8% in off-trade value terms in 2010
Energy drinks are introduced for the first time, drawing considerable attention among South
Korean customers
Value sales of sports drinks show a slight increase in 2010
The introduction of energy drinks pushes up average unit price increase to 6% in 2010
Dong-A Otsuka Co Ltd continues to lead in off-trade value terms with a share of 48% in 2010
Over the forecast period, sports and energy drinks is expected to register marginal growth
due to the decline of sports drinks in total volume terms

TRENDS
Sports and energy drinks recorded positive growth in off-trade value and volume terms in
2010. There have been various new products launched under the health and wellness trend;
for example, reduced calories, using stevia. Stevia was first approved for using in food from
2010 and Lotte Chilsung Beverage Co Ltd introduced low calorie sports drinks using stevia
instead of sugar, targeting diet conscious consumers in South Korea. However, despite
manufacturers efforts, sports drinks continued to register a decline during 2010.
Within the sports drinks category, not all brands registered a strong performance and in fact
recorded a decline in off-trade volume terms in 2010, despite active new product
development. Lotte Chilsung launched new sports drinks brand G2 whose packaging proved
popular. G2 contains half the calories of other sports drinks, thus it was well received
particularly by young female consumers in 2010. Excellade from Haitai Beverage Co Ltd was
launched in late 2009 and it recorded value sales of Won6 billion within one year. As soft
drinks as a whole has been diversified to include a range of functional products, for example
with the inclusion of extra vitamins and premium bottled water, demand for sports drinks
experienced a decline in 2010.
Sports and energy drinks showed a 6% unit price rise, mainly due to the 2010 entry of energy
drinks, whose unit price is higher than sports drinks. However, the rise in unit price for the
sports and energy drinks category was slightly restrained by the large promotions at
supermarkets/hypermarkets even though Dong-A Otsuka Co Ltds Pocari Sweat rose in price
by up to 6% in 2010. With the launch of new products, manufacturers opted to engage in
positive marketing activity centred on supermarkets/hypermarkets, such as buy-one-get-onefree offers, which can boost value sales, but at the expense of margins.
In South Korea, energy drinks sales remained negligible until 2009. The leading soft drinks
manufacturer, Lotte Chilsung introduced energy drinks for the first time in March 2010,
resulting in Won18 billion sales in less than one year. Within the constraints of the law
governing packaged food in South Korea, artificial caffeine is not allowed to be used for
packaged food and most energy drinks incorporate artificial caffeine were classified as quasi

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drugs in South Korea. Lotte Chilsung introduced Hot 6 in 2010, which includes taurine, citric
acid and guarana and red ginseng extract. Following the success of Hot 6, some of
pharmaceutical companies and soft drinks manufacturers are expected to develop new
energy drinks products. Leading to strong growth in the category over the forecast period.

COMPETITIVE LANDSCAPE
There are three main brands within the sports and energy drinks category in South Korea.
The leading brand, Pocari Sweat by Dong-A Otsuka Co Ltd, held an off-trade value share of
48% in 2010. Lotte Chilsungs Gatorade brand ranked second with a 28% value share,
followed by Coca-Cola Korea Cos Powerade with a 16% share. Gatorade has seen its share
rising on the back of strong marketing activities featuring the very famous soccer player, Park
Ji Sung, in the products TV commercials since 2009.

Content removed from sample

PROSPECTS
Over the forecast period, sales of sports and energy drinks are expected to rise at a CAGR of
1% in constant value terms, with only marginal growth in volume terms. As many other
categories of soft drinks offer low-calorie or no-sugar variants with added vitamins or other
nutritional ingredients, consumers have become less interested in the stated benefits of sports
drinks. Many consumers of sports drinks are expected to shift to functional bottled water (such
as those with added vitamins) or variants with fewer calories after exercising, rather than
sports drinks. Sales of sports drinks are thus expected to decrease at a CAGR of 1% in both
volume and value terms over the forecast period.

Content removed from sample

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Content removed from sample

CATEGORY DATA
Table 1

Still vs Carbonated Sports and Energy Drinks % Off-trade Volume 2005-2010

% volume
2006

2008

2009

2010

Data removed from sample

Still
Carbonated
TOTAL
Source:

2007

100.0

100.0

100.0

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews

Table 2

Off-trade Sales of Sports and Energy Drinks by Category: Volume 2005-2010

million litres
2005

2006

Energy Drinks
Sports Drinks
Sports and Energy Drinks
Source:

2007

2008

2009

2010

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3

Off-trade Sales of Sports and Energy Drinks by Category: Value 2005-2010

Won billion
2005
Energy Drinks
Sports Drinks
Sports and Energy Drinks
Source:

2006

2007

2008

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 4

Off-trade Sales of Sports and Energy Drinks by Category: % Volume Growth


2005-2010

% volume growth
2009/10
Energy Drinks
Sports Drinks
Sports and Energy Drinks
Source:

2005-10 CAGR

Data removed from sample

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store checks, trade interviews, trade sources

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Table 5

Off-trade Sales of Sports and Energy Drinks by Category: % Value Growth


2005-2010

% current value growth


2009/10
Energy Drinks
Sports Drinks
Sports and Energy Drinks
Source:

Table 6

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of Sports and Energy Drinks by Off-trade Volume 20062010

% off-trade volume
Company

2006

2007

2008

2009

2010

100.0

100.0

100.0

2008

2009

2010

100.0

100.0

100.0

Data removed from sample

Total
Source:

Table 7

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Sports and Energy Drinks by Off-trade Volume 2007-2010

% off-trade volume
Brand

Company

2007

Data removed from sample

Total
Source:

Table 8

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of Sports and Energy Drinks by Off-trade Value 2006-2010

% off-trade value rsp


Company

2006

2007

Data removed from sample

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2008

2009

2010

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Data removed from sample

Total
Source:

100.0

100.0

100.0

100.0

100.0

2008

2009

2010

1.3
100.0

1.
100.0

1.7
100.0

2014

2015

2014

2015

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9

Brand Shares of Sports and Energy Drinks by Off-trade Value 2007-2010

% off-trade value rsp


Brand

Company

2007

Data removed from sample

Others
Total
Source:

1.3
100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 10

Forecast Off-trade Sales of Sports and Energy Drinks by Category: Volume


2010-2015

million litres
2010

2011

Energy Drinks
Sports Drinks
Sports and Energy Drinks
Source:

2012

2013

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11

Forecast Off-trade Sales of Sports and Energy Drinks by Category: Value


2010-2015

Won billion
2010
Energy Drinks
Sports Drinks
Sports and Energy Drinks
Source:

2011

2012

2013

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

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Table 12

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Forecast Off-trade Sales of Sports and Energy Drinks by Category: % Volume


Growth 2010-2015

% volume growth
2014/15
Energy Drinks
Sports Drinks
Sports and Energy Drinks
Source:

Table 13

2010-15 CAGR

2010/15 TOTAL

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Forecast Off-trade Sales of Sports and Energy Drinks by Category: % Value


Growth 2010-2015

% constant value growth


2010-15 CAGR
Energy Drinks
Sports Drinks
Sports and Energy Drinks
Source:

Data removed from sample

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trade sources

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ASIAN SPECIALITY DRINKS IN SOUTH


KOREA - CATEGORY ANALYSIS
HEADLINES
Sales decrease by 2% in off-trade volume terms, while seeing a marginal rise in off-trade
value terms in 2010
Asian speciality tea, positioned as offering a beauty function, continues to fall out of favour
with consumers
Cereal/pulse-based drinks registers 7% growth in off-trade value terms, while Asian juice
drinks records a 10% decline in off-trade value terms
The average unit price of Asian speciality drinks increases by 3% in 2010
Woongjin Food Co Ltd continues to lead the category with an off-trade value share of 19% in
2010
Sales of Asian speciality drinks are expected to decline at a CAGR of 1% in off-trade volume
and constant value terms over the forecast period, mainly due to the decline of Asian juice
drinks

TRENDS
Asian speciality drinks registered a 2% decline in off-trade volume terms in 2010. Asian still
RTD tea and Asian juice drinks both recorded negative performances, which led to the entire
category registering a decline, even though cereal/pulse-based drinks showed a strong
performance with off-trade volume sales rising by 4% and off-trade value sales rising by 7%.
The category of other Asian speciality drinks also recorded positive growth in 2010.
The cereal/pulse-based drinks category showed the strongest performance in 2010.
Cereal/pulse-based drinks, a traditional rice-based South Korean drink, registered the highest
value sales within Asian speciality drinks in 2010 with variants being offered by a number of
operators. Since 2010, the government has tried to boost the consumption of domestic rice in
South Korea and it has recommended traditional drinks such as sikhye. As sikhye was
originally made from steamed rice, the campaign in support of rice consumption impacted the
sales of cereal/pulse-based drinks positively.
Other Asian speciality drinks recorded 1% growth in volume terms and 5% growth in value
terms in 2010. Drinks made from Korean ginseng and pine, famed for their energy-giving and
refreshing properties, have shown positive growth since 2007. As well as the popularity of
ginseng in the context of the health and wellness trend in 2010, within the soft drinks industry,
the popularity of red-ginseng drinks continued. The boom of red-ginseng that followed the
H1N1 virus in 2009 faded slowly over 2010.
Within Asian still RTD tea, corn leaf tea and tea made with mixed grains saw their popularity
weaken in 2010. Instead, mugwort tea has emerged as a popular ingredient for RTD tea in
South Korea during 2010. Mugwort is considered as having properties that support efficient
blood circulation. Lotte Chilsung Beverage Co Ltd launched Brown Rice Mugwort Tea under
its Todays Tea brand.

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The Asian speciality drinks category as a whole saw average unit prices rise by 3% in 2010.
Due to the relative unpopularity of Asian still RTD tea and Asian juice drinks, retail channels
did not engage in promotional activities for these products. In addition, the share of sales
made through the convenience store channel increased during the summer season because
in 2010 the summer season was hotter and longer than previous years. In turn, this helped to
boost average unit prices.
Products within Asian speciality drinks are targeted at adults in their 30s and 40s who are
highly conscious of their health and prudent in their food choices. Therefore, many Asian
speciality drinks are positioned as well established and trustworthy in order to gain consumer
interest. In an effort to broaden their consumer base, manufacturers continued to work to
renew their products and to introduce new flavours using healthy ingredients, such as black
bean, ginseng and honey of different origins.
There are no fountain sales of Asian speciality drinks in South Korea. Fountain sales are
mostly available in fast food outlets and Western-style full-service restaurants and those
outlets mostly carry carbonates and fruit/vegetable juice in fountain format. However, with
increasing concern about health and wellness, it is possible that Asian speciality drinks may
be available through fountain sales in the forecast period.

COMPETITIVE LANDSCAPE

Content removed from sample

PROSPECTS

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CATEGORY DATA
Table 1

Off-trade Sales of Asian Speciality Drinks by Category: Volume 2005-2010

million litres
2005

2006

Asian Still RTD Tea


Asian Juice Drinks
Cereal/Pulse-based Drinks
Other Asian Speciality
Drinks
Asian Speciality Drinks
Source:

2007

2008

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 2

Off-trade Sales of Asian Speciality Drinks by Category: Value 2005-2010

Won billion
2005
Asian Still RTD Tea
Asian Juice Drinks
Cereal/Pulse-based Drinks
Other Asian Speciality
Drinks
Asian Speciality Drinks
Source:

2006

2007

2008

2009

2010

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 3

Off-trade Sales of Asian Speciality Drinks by Category: % Volume Growth


2005-2010

% volume growth
2009/10

2005-10 CAGR

2005/10 TOTAL

Asian Still RTD Tea

Data removed from sample

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Asian Juice Drinks


Cereal/Pulse-based Drinks
Other Asian Speciality Drinks
Asian Speciality Drinks
Source:

Table 4

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Off-trade Sales of Asian Speciality Drinks by Category: % Value Growth 20052010

% current value growth


2009/10
Asian Still RTD Tea
Asian Juice Drinks
Cereal/Pulse-based Drinks
Other Asian Speciality Drinks
Asian Speciality Drinks
Source:

Table 5

2005-10 CAGR

2005/10 TOTAL

Data removed from sample

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Company Shares of Asian Speciality Drinks by Off-trade Volume 2006-2010

% off-trade volume
Company

2006

2007

2008

2009

2010

100.0

100.0

100.0

2009

2010

Data removed from sample

Total
Source:

Table 6

100.0

100.0

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Asian Speciality Drinks by Off-trade Volume 2007-2010

% off-trade volume
Brand

Company

2007

2008

Data removed from sample

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Data removed from sample

Total
Source:

Table 7

100.0

100.0

100.0

100.0

2009

2010

Trade Euromonitor International from official statistics, trade associations, trade press, company
research, store checks, trade interviews, trade sources

Company Shares of Asian Speciality Drinks by Off-trade Value 2006-2010

% off-trade value rsp


Company

2006

2007

Data removed from sample

Euromonitor International

2008

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Data removed from sample

Total
Source:

Table 8

100.0

100.0

100.0

100.0

100.0

2009

2010

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Brand Shares of Asian Speciality Drinks by Off-trade Value 2007-2010

% off-trade value rsp


Brand

Company

2007

Data removed from sample

Euromonitor International

2008

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Data removed from sample

Others
Total
Source:

21.5
100.0

22.3
100.0

2 .3
100.0

2 .8
100.0

2014

2015

Euromonitor International from official statistics, trade associations, trade press, company research,
store checks, trade interviews, trade sources

Table 9

Forecast Off-trade Sales of Asian Speciality Drinks by Category: Volume


2010-2015

million litres
2010

2011

Asian Still RTD Tea


Asian Juice Drinks
Cereal/Pulse-based Drinks
Other Asian Speciality
Drinks
Asian Speciality Drinks
Source:

2012

2013

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 10

Forecast Off-trade Sales of Asian Speciality Drinks by Category: Value 20102015

Won billion
2010
Asian Still RTD Tea
Asian Juice Drinks
Cereal/Pulse-based Drinks
Other Asian Speciality
Drinks
Asian Speciality Drinks
Source:

2011

2012

2013

2014

2015

Data removed from sample

Euromonitor International from trade associations, trade press, company research, trade interviews,
trade sources

Table 11

Forecast Off-trade Sales of Asian Speciality Drinks by Category: % Volume


Growth 2010-2015

% volume growth
2014/15
Asian Still RTD Tea
Asian Juice Drinks
Cereal/Pulse-based Drinks

Euromonitor International

2010-15 CAGR

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Data removed from sample

Other Asian Speciality Drinks


Asian Speciality Drinks
Source:

Table 12

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trade sources

Forecast Off-trade Sales of Asian Speciality Drinks by Category: % Value


Growth 2010-2015

% constant value growth


2010-15 CAGR
Asian Still RTD Tea
Asian Juice Drinks
Cereal/Pulse-based Drinks
Other Asian Speciality Drinks
Asian Speciality Drinks
Source:

Data removed from sample

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trade sources

Euromonitor International

2010/15 TOTAL