Soft Drinks in South Africa

November 2023
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Overview:

Understand the latest market trends and future growth opportunities for the Soft Drinks industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Bottled Water
  • Carbonates
  • Concentrates
  • Juice
  • RTD Coffee
  • RTD Tea
  • Energy Drinks
  • Sports Drinks
  • Asian Speciality Drinks

If you're in the Soft Drinks industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Soft Drinks in South Africa report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Soft Drinks in South Africa?
  • To what extent are health considerations impacting consumption of Soft Drinks in South Africa?
  • How are changing social attitudes and legislation (eg sugar tax) reshaping demand and consumption?
  • How are changing demographics (for example, an ageing or predominantly young population) determining consumption of Soft Drinks in South Africa?
  • Which are the leading brands in Soft Drinks in South Africa?
  • What potential exists for multinational or domestic soft drinks companies to expand in South Africa?
  • How are products distributed in Soft Drinks in South Africa?
  • How is the rise of e-commerce changing the retail and competitive landscape?
  • How have home seclusion and social distancing measures following COVID-19 impacted sales of Soft Drinks?
  • How are sustainability issues, such as environmentally-friendly packaging, legislation on recyclability, or the amount of plastic in bottles, impacting the soft drinks industry?
  • Where is future growth expected to be most dynamic?
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Soft Drinks in South Africa

Soft drinks in 2023: The big picture
2023 key trends
Competitive landscape
Retailing developments
Foodservice vs retail split
What next for soft drinks?
Table 1 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2018-2023
Table 2 Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2018-2023
Table 3 Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2018-2023
Table 4 Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2018-2023
Table 5 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: Volume 2023
Table 6 Off-trade vs On-trade Sales of Soft Drinks (as sold) by Category: % Volume 2023
Table 7 Off-trade vs On-trade Sales of Soft Drinks by Category: Value 2023
Table 8 Off-trade vs On-trade Sales of Soft Drinks by Category: % Value 2023
Table 9 Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2018-2023
Table 10 Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2018-2023
Table 11 Off-trade Sales of Soft Drinks by Category: Value 2018-2023
Table 12 Off-trade Sales of Soft Drinks by Category: % Value Growth 2018-2023
Table 13 Sales of Soft Drinks by Total Fountain On-trade: Volume 2018-2023
Table 14 Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2018-2023
Table 15 NBO Company Shares of Total Soft Drinks (RTD): % Volume 2019-2023
Table 16 LBN Brand Shares of Total Soft Drinks (RTD): % Volume 2020-2023
Table 17 NBO Company Shares of On-trade Soft Drinks (RTD): % Volume 2019-2023
Table 18 LBN Brand Shares of On-trade Soft Drinks (RTD): % Volume 2020-2023
Table 19 NBO Company Shares of Off-trade Soft Drinks (RTD): % Volume 2019-2023
Table 20 LBN Brand Shares of Off-trade Soft Drinks (RTD): % Volume 2020-2023
Table 21 NBO Company Shares of Off-trade Soft Drinks: % Value 2019-2023
Table 22 LBN Brand Shares of Off-trade Soft Drinks: % Value 2020-2023
Table 23 Penetration of Private Label in Off-trade Soft Drinks (RTD) by Category: % Volume 2018-2023
Table 24 Penetration of Private Label in Off-trade Soft Drinks by Category: % Value 2018-2023
Table 25 Distribution of Off-trade Soft Drinks (as sold) by Format: % Volume 2018-2023
Table 26 Distribution of Off-trade Soft Drinks (as sold) by Format and Category: % Volume 2023
Table 27 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: Volume 2023-2028
Table 28 Forecast Off-trade vs On-trade Sales of Soft Drinks (RTD) by Channel: % Volume Growth 2023-2028
Table 29 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: Value 2023-2028
Table 30 Forecast Off-trade vs On-trade Sales of Soft Drinks by Channel: % Value Growth 2023-2028
Table 31 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: Volume 2023-2028
Table 32 Forecast Off-trade Sales of Soft Drinks (RTD) by Category: % Volume Growth 2023-2028
Table 33 Forecast Off-trade Sales of Soft Drinks by Category: Value 2023-2028
Table 34 Forecast Off-trade Sales of Soft Drinks by Category: % Value Growth 2023-2028
Table 35 Forecast Sales of Soft Drinks by Total Fountain On-trade: Volume 2023-2028
Table 36 Forecast Sales of Soft Drinks by Total Fountain On-trade: % Volume Growth 2023-2028
Fountain sales in South Africa

DISCLAIMER

Summary 1 Research Sources

Bottled Water in South Africa

KEY DATA FINDINGS

Off-trade demand for bottled water remains elevated despite switch to on-trade
Health trend supports bottled water consumption in 2023
Fierce competition among leading brands, while consumers seek convenience
Bottled water sales volumes to be influenced by pack size
Increase in sugar tax postponed until 2025, offering a reprieve for flavoured bottled water
More affordable private label options likely to gain ground
Table 37 Off-trade Sales of Bottled Water by Category: Volume 2018-2023
Table 38 Off-trade Sales of Bottled Water by Category: Value 2018-2023
Table 39 Off-trade Sales of Bottled Water by Category: % Volume Growth 2018-2023
Table 40 Off-trade Sales of Bottled Water by Category: % Value Growth 2018-2023
Table 41 NBO Company Shares of Off-trade Bottled Water: % Volume 2019-2023
Table 42 LBN Brand Shares of Off-trade Bottled Water: % Volume 2020-2023
Table 43 NBO Company Shares of Off-trade Bottled Water: % Value 2019-2023
Table 44 LBN Brand Shares of Off-trade Bottled Water: % Value 2020-2023
Table 45 Forecast Off-trade Sales of Bottled Water by Category: Volume 2023-2028
Table 46 Forecast Off-trade Sales of Bottled Water by Category: Value 2023-2028
Table 47 Forecast Off-trade Sales of Bottled Water by Category: % Volume Growth 2023-2028
Table 48 Forecast Off-trade Sales of Bottled Water by Category: % Value Growth 2023-2028

Carbonates in South Africa

KEY DATA FINDINGS

Coca-Cola focuses on key performers and cancels Tab
No sugar tax increase for two years, while price gap between players closes
Brands to face essential ingredient shortage due to war in source markets
Product price is critical factor in consumer choice
Government to launch new sugar regulations which extend to product packaging
Crisper flavour for Sprite, while aspartame declared potential carcinogen
Table 49 Off-trade vs On-trade Sales of Carbonates: Volume 2018-2023
Table 50 Off-trade vs On-trade Sales of Carbonates: Value 2018-2023
Table 51 Off-trade vs On-trade Sales of Carbonates: % Volume Growth 2018-2023
Table 52 Off-trade vs On-trade Sales of Carbonates: % Value Growth 2018-2023
Table 53 Off-trade Sales of Carbonates by Category: Volume 2018-2023
Table 54 Off-trade Sales of Carbonates by Category: Value 2018-2023
Table 55 Off-trade Sales of Carbonates by Category: % Volume Growth 2018-2023
Table 56 Off-trade Sales of Carbonates by Category: % Value Growth 2018-2023
Table 57 Total Sales of Carbonates by Fountain On-trade: Volume 2018-2023
Table 58 Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2018-2023
Table 59 NBO Company Shares of Off-trade Carbonates: % Volume 2019-2023
Table 60 LBN Brand Shares of Off-trade Carbonates: % Volume 2020-2023
Table 61 NBO Company Shares of Off-trade Carbonates: % Value 2019-2023
Table 62 LBN Brand Shares of Off-trade Carbonates: % Value 2020-2023
Table 63 Forecast Off-trade Sales of Carbonates by Category: Volume 2023-2028
Table 64 Forecast Off-trade Sales of Carbonates by Category: Value 2023-2028
Table 65 Forecast Off-trade Sales of Carbonates by Category: % Volume Growth 2023-2028
Table 66 Forecast Off-trade Sales of Carbonates by Category: % Value Growth 2023-2028
Table 67 Forecast Total Sales of Carbonates by Fountain On-trade: Volume 2023-2028
Table 68 Forecast Total Sales of Carbonates by Fountain On-trade: % Volume Growth 2023-2028

Concentrates in South Africa

KEY DATA FINDINGS

Unit price growth of concentrates significantly faster than overall soft drinks
Despite price increases and sugar concerns, concentrates still offers affordability
Postponement of higher sugar tax, while consumers defer to more nutritional soft drinks
Vegetable juice concentrates emerge to gradually compete with fruit flavours
Warning label regulation could spark surge in reduced sugar concentrates
Tiger Brands chooses to target community stores
Concentrates Conversions
Summary 2 Concentrates Conversion Factors for Ready-to-Drink (RTD) Format
Table 69 Off-trade Sales of Concentrates (RTD) by Category: Volume 2018-2023
Table 70 Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2018-2023
Table 71 Off-trade Sales of Concentrates by Category: Value 2018-2023
Table 72 Off-trade Sales of Concentrates by Category: % Value Growth 2018-2023
Table 73 LBN Brand Shares of Off-trade Concentrates (RTD): % Volume 2020-2023
Table 74 NBO Company Shares of Off-trade Concentrates: % Value 2019-2023
Table 75 LBN Brand Shares of Off-trade Concentrates: % Value 2020-2023
Table 76 NBO Company Shares of Off-trade Liquid Concentrates (RTD): % Volume 2019-2023
Table 77 LBN Brand Shares of Off-trade Liquid Concentrates (RTD): % Volume 2020-2023
Table 78 NBO Company Shares of Off-trade Powder Concentrates (RTD): % Volume 2019-2023
Table 79 LBN Brand Shares of Off-trade Powder Concentrates (RTD): % Volume 2020-2023
Table 80 Forecast Off-trade Sales of Concentrates (RTD) by Category: Volume 2023-2028
Table 81 Forecast Off-trade Sales of Concentrates (RTD) by Category: % Volume Growth 2023-2028
Table 82 Forecast Off-trade Sales of Concentrates by Category: Value 2023-2028
Table 83 Forecast Off-trade Sales of Concentrates by Category: % Value Growth 2023-2028

Juice in South Africa

KEY DATA FINDINGS

Liqui-Fruit rebrands to differentiate flavours amid increasing competition
Cost of ingredients increases, forcing brands to reduce pack sizes
Consumers switch channels, and make decisions based on pricing
Regulatory changes in South Africa to impact many juice players
Sustainable packaging is gaining momentum, but hindered by global challenges
Despite healthier image of 100% juice, consumers are restricted by price, reducing brand loyalty
Table 84 Off-trade Sales of Juice by Category: Volume 2018-2023
Table 85 Off-trade Sales of Juice by Category: Value 2018-2023
Table 86 Off-trade Sales of Juice by Category: % Volume Growth 2018-2023
Table 87 Off-trade Sales of Juice by Category: % Value Growth 2018-2023
Table 88 NBO Company Shares of Off-trade Juice: % Volume 2019-2023
Table 89 LBN Brand Shares of Off-trade Juice: % Volume 2020-2023
Table 90 NBO Company Shares of Off-trade Juice: % Value 2019-2023
Table 91 LBN Brand Shares of Off-trade Juice: % Value 2020-2023
Table 92 Forecast Off-trade Sales of Juice by Category: Volume 2023-2028
Table 93 Forecast Off-trade Sales of Juice by Category: Value 2023-2028
Table 94 Forecast Off-trade Sales of Juice by Category: % Volume Growth 2023-2028
Table 95 Forecast Off-trade Sales of Juice by Category: % Value Growth 2023-2028

RTD Tea in South Africa

KEY DATA FINDINGS

Sparkling variant of rooibos offers alternative to carbonates
War-impacted source market restricts supply of essential sweetener
Postponement of further sugar tax increase offers reprieve
Parents increasingly choose healthier options for children, favouring rooibos variants
Rooibos flavour gradually diverts share away from alcohol
Challenging space drives brands to adopt influencer marketing strategies
Table 96 Off-trade Sales of RTD Tea by Category: Volume 2018-2023
Table 97 Off-trade Sales of RTD Tea by Category: Value 2018-2023
Table 98 Off-trade Sales of RTD Tea by Category: % Volume Growth 2018-2023
Table 99 Off-trade Sales of RTD Tea by Category: % Value Growth 2018-2023
Table 100 Leading Flavours for Off-trade RTD Tea: % Volume 2018-2023
Table 101 NBO Company Shares of Off-trade RTD Tea: % Volume 2019-2023
Table 102 LBN Brand Shares of Off-trade RTD Tea: % Volume 2020-2023
Table 103 NBO Company Shares of Off-trade RTD Tea: % Value 2019-2023
Table 104 LBN Brand Shares of Off-trade RTD Tea: % Value 2020-2023
Table 105 Forecast Off-trade Sales of RTD Tea by Category: Volume 2023-2028
Table 106 Forecast Off-trade Sales of RTD Tea by Category: Value 2023-2028
Table 107 Forecast Off-trade Sales of RTD Tea by Category: % Volume Growth 2023-2028
Table 108 Forecast Off-trade Sales of RTD Tea by Category: % Value Growth 2023-2028

Energy Drinks in South Africa

KEY DATA FINDINGS

Flavour profiles diversify, while a local brand sets its sights on the US market
Demand for reduced sugar energy drinks continues to increase
Brand diversity demonstrates consumer preference for variety of flavour profiles
Regulatory changes to be implemented, effecting the packaging and composition of energy drinks
Further segmentation within energy drinks emerges
Future development of healthier energy drinks likely
Table 109 Off-trade Sales of Energy Drinks: Volume 2018-2023
Table 110 Off-trade Sales of Energy Drinks: Value 2018-2023
Table 111 Off-trade Sales of Energy Drinks: % Volume Growth 2018-2023
Table 112 Off-trade Sales of Energy Drinks: % Value Growth 2018-2023
Table 113 NBO Company Shares of Off-trade Energy Drinks: % Volume 2019-2023
Table 114 LBN Brand Shares of Off-trade Energy Drinks: % Volume 2020-2023
Table 115 NBO Company Shares of Off-trade Energy Drinks: % Value 2019-2023
Table 116 LBN Brand Shares of Off-trade Energy Drinks: % Value 2020-2023
Table 117 Forecast Off-trade Sales of Energy Drinks: Volume 2023-2028
Table 118 Forecast Off-trade Sales of Energy Drinks: Value 2023-2028
Table 119 Forecast Off-trade Sales of Energy Drinks: % Volume Growth 2023-2028
Table 120 Forecast Off-trade Sales of Energy Drinks: % Value Growth 2023-2028

Sports Drinks in South Africa

KEY DATA FINDINGS

Energade’s attractive price points due to lower sugar levels compared to competitors
New entrant PRIME Hydration draws interest in sports drinks
Brands drive interest by presenting unique selling points to diversify their offerings
Heritage brands likely to experience greater competition over forecast period
Upcoming regulations may push brands to alter product offerings
Sports drinks competitors will take different avenues in promoting their brands, while regulations will guide sugar content
Table 121 Off-trade Sales of Sports Drinks: Volume 2018-2023
Table 122 Off-trade Sales of Sports Drinks: Value 2018-2023
Table 123 Off-trade Sales of Sports Drinks: % Volume Growth 2018-2023
Table 124 Off-trade Sales of Sports Drinks: % Value Growth 2018-2023
Table 125 NBO Company Shares of Off-trade Sports Drinks: % Volume 2019-2023
Table 126 LBN Brand Shares of Off-trade Sports Drinks: % Volume 2020-2023
Table 127 NBO Company Shares of Off-trade Sports Drinks: % Value 2019-2023
Table 128 LBN Brand Shares of Off-trade Sports Drinks: % Value 2020-2023
Table 129 Forecast Off-trade Sales of Sports Drinks: Volume 2023-2028
Table 130 Forecast Off-trade Sales of Sports Drinks: Value 2023-2028
Table 131 Forecast Off-trade Sales of Sports Drinks: % Volume Growth 2023-2028
Table 132 Forecast Off-trade Sales of Sports Drinks: % Value Growth 2023-2028
The following categories and subcategories are included:

Soft Drinks

      • Carbonated Natural Mineral Bottled Water
      • Carbonated Spring Bottled Water
      • Carbonated Purified Bottled Water
      • Still Flavoured Bottled Water
      • Sparkling Flavoured Bottled Water
    • Functional Bottled Water
      • Still Natural Mineral Bottled Water
      • Still Spring Bottled Water
      • Still Purified Bottled Water
    • Regular Carbonates
    • Reduced Sugar Carbonates
      • Regular Cola Carbonates
      • Reduced Sugar Cola Carbonates
      • Regular Non-Cola Carbonates
      • Reduced Sugar Non-Cola Carbonates
        • Regular Lemonade/Lime
        • Reduced Sugar Lemonade/Lime
        • Regular Tonic Water/Mixers/Other Bitters
        • Reduced Sugar Tonic Water/Mixers/Other Bitters
        • Regular Orange Carbonates
        • Reduced Sugar Orange Carbonates
        • Regular Other Non-Cola Carbonates
        • Reduced Sugar Other Non-Cola Carbonates
    • Liquid Concentrates
    • Powder Concentrates
      • Not from Concentrate 100% Juice
      • Reconstituted 100% Juice
    • Coconut and Other Plant Waters
    • Juice Drinks (up to 24% Juice)
    • Nectars
  • RTD Coffee
    • Carbonated RTD Tea and Kombucha
      • Regular Still RTD Tea
      • Reduced Sugar Still RTD Tea
    • Regular Energy Drinks
    • Reduced Sugar Energy Drinks
    • Regular Sports Drinks
    • Reduced Sugar Sports Drinks
  • Asian Speciality Drinks

Soft Drinks

This is the aggregation of the following categories; Carbonates, Fruit/vegetable juice, Bottled water, Functional drinks, Concentrates, RTD tea, RTD coffee and Asian speciality drinks.

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This report originates from Passport, our Soft Drinks research and analysis database.

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