UPTURN FOR CARBONATES

That may be putting it too strongly, but I believe carbonated soft drinks will do better in the downturn than most people think. Why?

1. They are an affordable pleasure, light relief in an uncertain world.
2. Anecdotal evidence suggests that, in difficult times, consumers turn to trusted brands from happier times and colas rank highly amongst those.
3. Brands are having to price promote heavily, while retailer labels are very inexpensive, all driving extra volume through better value.
4. There are still many emerging markets for carbonates, such as China and India. Their economies are slowing as well as the West, but many markets have a very long way to catch up.
5. And then there is stevia, the subject of my next blog.