Market Report, "Carbonates in Iran", published

The consumption of carbonates started to increase again in 2014, after a negative performance the previous year. This was mainly a result of the stabilisation of prices after a surge in 2013, which gave consumers a chance to re-establish their purchasing power. However, sales growth continued to be hampered by two factors, which were the growing popularity of alternatives, especially non-alcoholic beer and doogh (sour milk drinks) and rising concern about the side-effects of carbonates on health, including obesity and the inhibition of calcium intake.

Competitive Landscape

Khoshgovar Mashhad Co (with brands from The Coca-Cola Co and Schweppes Holdings Limited) remained the leader in carbonates in 2014, accounting for a 38% off-trade volume share. Khoshgovar Mashhad Co, which is based in Mashhad city, has production plants near Tehran, and was able to gain share during the last five years at the expense of brands such as Pepsi and Zamzam, which were not able to compete with Khoshgovar Mashhad Co’s brands in terms of visibility and distribution.

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Industry Prospects

Carbonates is expected to see the weakest performance of all the soft drinks categories in Iran over the forecast period. A total volume CAGR of 2% is expected, which is still better than the review period CAGR of 1%. The main reason for this will be the continued health education campaigns run by the government. During the last three years of the review period, many activities were focused on limiting the consumption of carbonates, as a response to increased weight problems and diabetes in Iran. The first step was to omit carbonates from the meals of employees in government organisations, which proved a real shock to the sales of domestic companies in Iran. It is expected that volume sales will see a better increase over the forecast period, due to good growth in the consumption of other carbonates, such as carbonated juice.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Carbonates industry in Iran with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Carbonates industry in Iran, our research will save you time and money while empowering you to make informed, profitable decisions.

The Carbonates in Iran market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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