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the coca-cola market
France

Update 30/09/2019

MARKET SUMMARY

1.1 INTRODUCTION

The Coca-Cola is a soft drink produced by the company eponymous distributed on the five continents of the world as a refreshing drink, and presented in different varieties. The Coca-Cola market is a more global segment of the non-alcoholic soft drinks

The coca-cola market remains dominated by the American company Coca-cola, while the coca-cola market remains dominated by the American company Coca-cola non-alcoholic soft drinks in the broad sense remains dominated by a handful of global giants: PepsiCo, Schweppes, Coca-Cola, etc. The Coca-Cola formula was never communicated by the company by secret industrialist This is why other companies are entering the market, such as PepsiCo which markets Pepsi, a variant of Coca-Cola. Many other lower-cost brands have been developing for several years in France by distributing variants more or less similar to Coca-Cola ( Virgin Cola, Dr. Pepper, Biper Cola etc.).). Coca-Cola is therefore in competition with its substitutes and variants such as Pepsi but also with other sodas such as Schweppes, Fanta or Orangina.

To regain market share, Coca-Cola entered the "healthy" beverage market in 2014, with Coca-Cola Life in Europe and Fairlife milk in the United States. The coca-cola market is confronted with changes in the eating habits of the world population with a sugar intake which decreases in the face of the harmful effects that this consumption has on health. As a result, new variants of Coca-Cola have emerged such as Coca-Cola Cola Zero and the Coca-Cola Light .

Coca-Cola is the subject of suspects and various controversies for several reasons: the use of drinking water to make Coca-Cola is exponential, lobbying governments to slow the rise of soft drink taxes (since 2012 in France), funding biased or false scientific studies excluding the links between soda consumption and obesity, etc. To survive and continue the Coca-Cola market will have to find a way to reinvent itself to get used to the new consumer standards in France and abroad.

It would just be necessary to add a few sentences on the fact that Coca-Cola offers two different types of products according to the buyers: the syrup to which sparkling water is added (generally in fast food) and the finished product, which is bottled either by subcontractors (to be checked, but in any case this is the case in the USA), or by specialized coca factories

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chargé d'études économiques, Xerfi

Hugo Schott

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