Sample Report Soft Drinks Carbonates

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LIST OF CONTENTS AND TABLES

Carbonates in South Korea - Category analysis ............................................................................ 1
Headlines ........................................................................................................................................ 1
Trends ............................................................................................................................................. 1
Competitive Landscape .................................................................................................................. 2
Prospects ........................................................................................................................................ 2
Category Data ................................................................................................................................. 3
Table 1 Low Calorie Carbonates by Subsector .......................................................... 3
Table 2 Off-trade Sales of Carbonates by Category: Volume 2005-2010 ................. 3
Table 3 Off-trade Sales of Carbonates by Category: Value 2005-2010 .................... 3
Table 4 Off-trade Sales of Carbonates by Category: % Volume Growth 2005-
2010 ............................................................................................................... 3
Table 5 Off-trade Sales of Carbonates by Category: % Value Growth 2005-
2010 ............................................................................................................... 4
Table 6 On-trade vs Off-trade Sales of Carbonates: Volume 2005-2010 .................. 4
Table 7 On-trade vs Off-trade Sales of Carbonates: Value 2005-2010 ..................... 4
Table 8 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2005-
2010 ............................................................................................................... 5
Table 9 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2005-
2010 ............................................................................................................... 5
Table 10 Off-trade Sales of Low Calorie Cola Carbonates by Category: %
Volume Breakdown 2005-2010 ..................................................................... 5
Table 11 Company Shares of Carbonates by Off-trade Volume 2006-2010 ............... 5
Table 12 Brand Shares of Carbonates by Off-trade Volume 2007-2010 ..................... 6
Table 13 Company Shares of Carbonates by Off-trade Value 2006-2010 .................. 6
Table 14 Brand Shares of Carbonates by Off-trade Value 2007-2010 ........................ 7
Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2010-
2015 ............................................................................................................... 7
Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2010-
2015 ............................................................................................................... 8
Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume
Growth 2010-2015 ......................................................................................... 8
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth
2010-2015 ...................................................................................................... 8
Carbonates in South Korea - Company Profiles .......................................................................... 10
Dong-a Otsuka Co Ltd in Soft Drinks (south Korea) .................................................................... 10
Strategic Direction ..................................................................................................................... 10
Key Facts................................................................................................................................... 10
Summary 1 Dong-A Otsuka Co Ltd: Key Facts............................................................... 10
Summary 2 Dong-A Otsuka Co Ltd: Operational Indicators ........................................... 10
Company Background............................................................................................................... 10
Production ................................................................................................................................. 11
Competitive Positioning............................................................................................................. 11
Summary 3 Dong-A Otsuka Co Ltd: Competitive Position 2010 .................................... 11
Haitai Beverage Co Ltd in Soft Drinks (south Korea) ................................................................... 12
© Euromonitor International
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Key Facts................................................................................................................................... 12
Summary 4 Haitai Beverage Co Ltd: Key Facts.............................................................. 12
Summary 5 Haitai Beverage Co Ltd: Operational Indicators .......................................... 12
Production ................................................................................................................................. 13
Summary 6 Haitai Beverage Co Ltd: Production Statistics 2010.................................... 13
Summary 7 Haitai Beverage Co Ltd: Competitive Position 2010 ................................... 14
Lotte Chilsung Beverage Co Ltd in Soft Drinks (south Korea) ..................................................... 14
Key Facts................................................................................................................................... 14
Summary 8 Lotte Chilsung Beverage Co Ltd: Key Facts ............................................... 14
Summary 9 Lotte Chilsung Beverage Co Ltd: Operational Indicators ............................ 14
Production ................................................................................................................................. 15
Summary 10 Lotte Chilsung Beverage Co Ltd: Production Statistics 2010 ..................... 15
Summary 11 Lotte Chilsung Beverage Co Ltd: Competitive Position 2010 ..................... 16
Soft Drinks in South Korea - Industry Overview ........................................................................... 17
Executive Summary ...................................................................................................................... 17
Premiumisation Leads Healthy Growth .................................................................................... 17
Health and Wellness Continues To Attract Consumers ........................................................... 17
Two Leading Companies Maintain Positions ............................................................................ 17
“sparkling” Becomes Popular .................................................................................................... 17
Soft Drinks Will See Rapid Growth But Rapid Change ............................................................ 18
Key Trends and Developments .................................................................................................... 18
Premiumisation Continues To Drive Growth ............................................................................ 18
“sparkling” Well Received by South Korean Consumers ......................................................... 19
Leading Players Remain in Strong Positions ........................................................................... 20
Specialist Coffee Shops the Entry Channel for Premium Soft Drinks ...................................... 21
Marketing Strategies Through Smartphones Become Active .................................................. 22
Market Data ................................................................................................................................... 23
Table 19 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel:
Volume 2005-2010 ....................................................................................... 23
Table 20 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: %
Volume Growth 2005-2010 .......................................................................... 23
Table 21 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2005-
2010 ............................................................................................................. 23
Table 22 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value
Growth 2005-2010 ....................................................................................... 23
Table 23 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category:
Volume 2010 ................................................................................................ 24
Table 24 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: %
Volume 2010 ................................................................................................ 24
Table 25 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2010 ......... 24
Table 26 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2010 .... 25
Table 27 Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2005-
2010 ............................................................................................................. 25
Table 28 Off-trade Sales of Soft Drinks (as sold) by Category: % Volume
Growth 2005-2010 ....................................................................................... 25
Table 29 Off-trade Sales of Soft Drinks by Category: Value 2005-2010 ................... 25
Table 30 Off-trade Sales of Soft Drinks by Category: % Value Growth 2005-
2010 ............................................................................................................. 26
Table 31 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2006-
2010 ............................................................................................................. 26
Table 32 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2007-2010 ..... 27
Table 33 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2006-
2010 ............................................................................................................. 28
Table 34 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2007-2010 ......... 29
Table 35 Company Shares of Off-trade Soft Drinks by Value 2006-2010 ................. 30
Table 36 Brand Shares of Off-trade Soft Drinks by Value 2007-2010 ....................... 30
Table 37 Off-trade Sales of Soft Drinks by Category and Distribution Format: %
Analysis 2010 ............................................................................................... 31
Table 38 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by
Channel: Volume 2010-2015 ....................................................................... 32
Table 39 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by
Channel: % Volume Growth 2010-2015 ...................................................... 33
Table 40 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel:
Value 2010-2015 .......................................................................................... 33
Table 41 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: %
Value Growth 2010-2015 ............................................................................. 33
Table 42 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume
2010-2015 .................................................................................................... 33
Table 43 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: %
Volume Growth 2010-2015 .......................................................................... 34
Table 44 Forecast Off-trade Sales of Soft Drinks by Category: Value 2010-
2015 ............................................................................................................. 34
Table 45 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth
2010-2015 .................................................................................................... 34
Appendix ....................................................................................................................................... 35
Fountain Sales in South Korea ................................................................................................. 35
Data ............................................................................................................................................... 35
Table 46 Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume 2005-
2010 ............................................................................................................. 35
Table 47 Off-trade vs On-trade Fountain Sales of Soft Drinks: % Volume
Growth 2005-2010 ....................................................................................... 36
Table 48 Off-trade vs On-trade Fountain Sales of Carbonates: Volume 2005-
2010 ............................................................................................................. 36
Table 49 Off-trade vs On-trade Fountain Sales of Carbonates: % Volume
Growth 2005-2010 ....................................................................................... 36
Table 50 Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume
2010-2015 .................................................................................................... 37
Table 51 Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: %
Volume Growth 2010-2015 .......................................................................... 37
Table 52 Forecast Off-trade vs On-trade Fountain Sales of Carbonates:
Volume 2010-2015 ....................................................................................... 37
Table 53 Forecast Off-trade vs On-trade Fountain Sales of Carbonates: %

Volume Growth 2010-2015 .......................................................................... 38
Definitions...................................................................................................................................... 38
Summary 12 Research Sources ........................................................................................ 38
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 O’clock.
 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 Friday’s 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.

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 2007 2008 2009 2010
Cola carbonates Data removed from sample

Source: 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 2007 2008 2009 2010
Cola Carbonates
- Regular Cola Carbonates Data removed from sample
- Low Calorie Cola
Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola
Carbonates
Carbonates
store checks, trade interviews, trade sources
Table 3 Off-trade Sales of Carbonates by Category: Value 2005-2010
Won billion
2005 2006 2007 2008 2009 2010
Cola Carbonates
- Regular Cola Carbonates
Data removed from sample
- Low Calorie Cola
Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola
Carbonates
Carbonates
Table 4 Off-trade Sales of Carbonates by Category: % Volume Growth 2005-2010
% volume growth
2009/10 2005-10 CAGR 2005/10 TOTAL
Cola Carbonates
- Low Calorie Cola Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola Carbonates
Carbonates
Table 5 Off-trade Sales of Carbonates by Category: % Value Growth 2005-2010
% current value growth

2009/10 2005-10 CAGR 2005/10 TOTAL
Cola Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
Carbonates
Table 6 On-trade vs Off-trade Sales of Carbonates: Volume 2005-2010
million litres
2005 2006 2007 2008 2009 2010
OFF-trade Data removed from sample

ON-trade
Total
Table 7 On-trade vs Off-trade Sales of Carbonates: Value 2005-2010
Won billion
2005 2006 2007 2008 2009 2010

ON-trade
Total
Table 8 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2005-2010
% volume growth
2009/10 2005-10 CAGR 2005/10 TOTAL

ON-trade
Total
Table 9 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2005-2010

2009/10 2005-10 CAGR 2005/10 TOTAL
OFF-trade
ON-trade Data removed from sample
Total
Table 10 Off-trade Sales of Low Calorie Cola Carbonates by Category: % Volume

Breakdown 2005-2010
% volume
2005 2006 2007 2008 2009 2010
- Low Calorie Cola

Carbonates
-- Standard Low Calorie
Cola
-- Speciality Low
Calorie Cola
Table 11 Company Shares of Carbonates by Off-trade Volume 2006-2010
% off-trade volume
Company 2006 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 100.0

Table 12 Brand Shares of Carbonates by Off-trade Volume 2007-2010
% off-trade volume
Brand Company 2007 2008 2009 2010
Others 3.7 .2 .0 .2
Total 100.0 100.0 100.0 100.0
Table 13 Company Shares of Carbonates by Off-trade Value 2006-2010
% off-trade value rsp

Company 2006 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 100.0
Table 14 Brand Shares of Carbonates by Off-trade Value 2007-2010

Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0

Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2010-2015
million litres
2010 2011 2012 2013 2014 2015
Cola Carbonates
- Low Calorie Cola
Carbonates
Non-Cola Carbonates
- Lemonade/Lime Data removed from sample
- Mixers
- Orange Carbonates
- Other Non-Cola
Carbonates
Carbonates
Source: 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 2011 2012 2013 2014 2015
Cola Carbonates
- Low Calorie Cola
Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
- Other Non-Cola
Carbonates
Carbonates
trade sources
Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2010-

2015
% volume growth
2014/15 2010-15 CAGR 2010/15 TOTAL
Cola Carbonates
Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
Carbonates
trade sources
Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2010-

2015
% constant value growth

2010-15 CAGR 2010/15 TOTAL
Cola Carbonates Data removed from sample

- Regular Cola Carbonates
- Low Calorie Cola Carbonates Data removed from sample

Non-Cola Carbonates
- Lemonade/Lime
- Mixers
- Orange Carbonates
Carbonates
trade sources
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.
Soft Drinks Will See Rapid Growth But Rapid Change
KEY TRENDS AND DEVELOPMENTS
Premiumisation Continues To Drive Growth
Current Impact
Outlook
Future Impact
“sparkling” Well Received by South Korean Consumers
Current Impact
Outlook
Future Impact
Leading Players Remain in Strong Positions
Current Impact
Outlook
Future Impact
Specialist Coffee Shops the Entry Channel for Premium Soft Drinks
Current Impact
Outlook
Future Impact
Marketing Strategies Through Smartphones Become Active
Current Impact
Outlook
Future Impact
MARKET DATA
Table 1 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: Volume
2005-2010
million litres
2005 2006 2007 2008 2009 2010

ON-trade
Total
Note: 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 2005-10 CAGR 2005/10 TOTAL

ON-trade
Total
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2005-2010
Won billion
2005 2006 2007 2008 2009 2010

ON-trade
Total
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2005-
2010

2009/10 2005-10 CAGR 2005/10 TOTAL

ON-trade
Total
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume
2010
million litres
Off-trade On-trade TOTAL
Bottled Water
Carbonates
Concentrates Data removed from sample
Fruit/Vegetable Juice
RTD Coffee
RTD Tea
Sports and Energy Drinks
Asian Speciality Drinks
Soft Drinks
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume
2010
% volume analysis
Off-trade On-trade Total
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2010
Won billion
Off-trade On-trade TOTAL
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2010
% value analysis
Off-trade On-trade Total
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
Table 9 Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2005-2010
million litres
2005 2006 2007 2008 2009 2010
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
Table 10 Off-trade Sales of Soft Drinks (as sold) by Category: % Volume Growth 2005-
2010
% volume growth
2009/10 2005-10 CAGR 2005/10 TOTAL
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2005-2010
Won billion
2005 2006 2007 2008 2009 2010
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2005-2010

2009/10 2005-10 CAGR 2005/10 TOTAL
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
Table 13 Company Shares of Off-trade Soft Drinks (as sold) by Volume 2006-2010
% off-trade volume
Company 2006 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 100.0

Table 14 Brand Shares of Off-trade Soft Drinks (as sold) by Volume 2007-2010
% off-trade volume
Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0

Table 15 Company Shares of Off-trade Soft Drinks (RTD) by Volume 2006-2010
% off-trade volume
Company 2006 2007 2008 2009 2010
Others 11.5 11. 11.3 12.5 1 .1

Total 100.0 100.0 100.0 100.0 100.0
Table 16 Brand Shares of Off-trade Soft Drinks (RTD) by Volume 2007-2010
% off-trade volume
Brand Company 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0

Table 17 Company Shares of Off-trade Soft Drinks by Value 2006-2010

Company 2006 2007 2008 2009 2010
Total 100.0 100.0 100.0 100.0 100.0

Table 18 Brand Shares of Off-trade Soft Drinks by Value 2007-2010

Brand Company 2007 2008 2009 2010
Others 20.0 19.8 20.0 20.

Total 100.0 100.0 100.0 100.0
Table 19 Off-trade Sales of Soft Drinks by Category and Distribution Format: %

Analysis 2010
% off-trade
BW C Con F/VJ RTD C RTD T
Store-Based Retailing
Grocery Retailers
Supermarkets/Hypermarkets
Discounters Data removed from sample
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 100.0 100.0 100.0 100.0 100.0 100.0
SED ASD
Store-Based Retailing
Grocery Retailers
Supermarkets/Hypermarkets
Discounters Data removed from sample
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 100.0 100.0
Key: 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
Table 20 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel:
Volume 2010-2015
million litres
2010 2011 2012 2013 2014 2015

ON-trade
Total
trade sources
Table 21 Forecast Off-trade vs On-trade Sales of Soft Drinks (as sold) by Channel: %
Volume Growth 2010-2015
% volume growth
2014/15 2010-15 CAGR 2010/15 TOTAL

ON-trade
Total
trade sources
Table 22 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2010-
2015
Won billion
2010 2011 2012 2013 2014 2015

ON-trade
Total
trade sources
Table 23 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value

Growth 2010-2015

2014/15 2010-15 CAGR 2010/15 TOTAL

ON-trade
Total
trade sources
Table 24 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: Volume 2010-
2015
million litres
2010 2011 2012 2013 2014 2015
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
trade sources
Table 25 Forecast Off-trade Sales of Soft Drinks (as sold) by Category: % Volume
Growth 2010-2015
% volume growth
2014/15 2010-15 CAGR 2010/15 TOTAL
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
trade sources
Table 26 Forecast Off-trade Sales of Soft Drinks by Category: Value 2010-2015
Won billion
2010 2011 2012 2013 2014 2015
Bottled Water
Carbonates
RTD Coffee
RTD Tea
Soft Drinks
trade sources
Table 27 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2010-
2015
% constant value growth

2010-15 CAGR 2010/15 TOTAL
Bottled Water
Carbonates
Concentrates
RTD Coffee
RTD Tea
Soft Drinks
trade sources
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.



DATA
Table 28 Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume 2005-2010
million litres
2005 2006 2007 2008 2009 2010
OFF-trade
ON-trade
Fountain ON-trade Data removed from sample
volume through c-store
Fountain ON-trade
volume through food store
Total fountain ON-trade
volume
Total
Note: Total fountain on-trade volume data included in on-trade
Table 29 Off-trade vs On-trade Fountain Sales of Soft Drinks: % Volume Growth 2005-
2010
% fountain volume growth

2009/10 2005-10 CAGR 2005/10 TOTAL
OFF-trade
Fountain ON-trade volume through c-store
Fountain ON-trade volume through food
store
Total fountain ON-trade volume
Total
Table 30 Off-trade vs On-trade Fountain Sales of Carbonates: Volume 2005-2010
million litres
2005 2006 2007 2008 2009 2010
OFF-trade
ON-trade
Fountain ON-trade
Fountain ON-trade
volume
Total
Table 31 Off-trade vs On-trade Fountain Sales of Carbonates: % Volume Growth 2005-

2010

2009/10 2005-10 CAGR 2005/10 TOTAL
OFF-trade
Fountain ON-trade volume through c-store
store
Total
Table 32 Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: Volume 2010-
2015
million litres
2010 2011 2012 2013 2014 2015
OFF-trade
ON-trade
Fountain ON-trade
volume
Total , , , , , ,
Table 33 Forecast Off-trade vs On-trade Fountain Sales of Soft Drinks: % Volume

Growth 2010-2015

2014/15 2010-15 CAGR 2010/15 TOTAL
OFF-trade
ON-trade
Fountain ON-trade volume through c-store Data removed from sample
store
Total
Table 34 Forecast Off-trade vs On-trade Fountain Sales of Carbonates: Volume 2010-

2015
million litres
2010 2011 2012 2013 2014 2015
OFF-trade
ON-trade
Fountain ON-trade
volume
Total 2, 26.1 2, 88.2 2,523.8 2,556.8 2,586.1 2,612.6

Sample Report Soft Drinks Carbonates

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Sample Report Soft Drinks Carbonates

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LIST OF CONTENTS AND TABLES

Table 53 Forecast Off-trade vs On-trade Fountain Sales of Carbonates: %

CARBONATES IN SOUTH KOREA -

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Cola carbonates Data removed from sample

Table 2 Off-trade Sales of Carbonates by Category: Volume 2005-2010

Table 3 Off-trade Sales of Carbonates by Category: Value 2005-2010

Table 4 Off-trade Sales of Carbonates by Category: % Volume Growth 2005-2010

Table 5 Off-trade Sales of Carbonates by Category: % Value Growth 2005-2010

% current value growth

Table 6 On-trade vs Off-trade Sales of Carbonates: Volume 2005-2010

OFF-trade Data removed from sample

Table 7 On-trade vs Off-trade Sales of Carbonates: Value 2005-2010

OFF-trade Data removed from sample

Table 8 On-trade vs Off-trade Sales of Carbonates: % Volume Growth 2005-2010

OFF-trade Data removed from sample

Table 9 On-trade vs Off-trade Sales of Carbonates: % Value Growth 2005-2010

% current value growth

Table 10 Off-trade Sales of Low Calorie Cola Carbonates by Category: % Volume

- Low Calorie Cola

Table 11 Company Shares of Carbonates by Off-trade Volume 2006-2010

Data removed from sample

Total 100.0 100.0 100.0 100.0 100.0

Table 12 Brand Shares of Carbonates by Off-trade Volume 2007-2010

Data removed from sample

Table 13 Company Shares of Carbonates by Off-trade Value 2006-2010

% off-trade value rsp

Data removed from sample

Total 100.0 100.0 100.0 100.0 100.0

Table 14 Brand Shares of Carbonates by Off-trade Value 2007-2010

% off-trade value rsp

Data removed from sample

Total 100.0 100.0 100.0 100.0

Table 15 Forecast Off-trade Sales of Carbonates by Category: Volume 2010-2015

Table 16 Forecast Off-trade Sales of Carbonates by Category: Value 2010-2015

Table 17 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2010-

Table 18 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2010-

% constant value growth

Cola Carbonates Data removed from sample

- Low Calorie Cola Carbonates Data removed from sample

SOFT DRINKS IN SOUTH KOREA -

Premiumisation Leads Healthy Growth

Health and Wellness Continues To Attract Consumers

Two Leading Companies Maintain Positions

“sparkling” Becomes Popular

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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“sparkling” Well Received by South Korean Consumers

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