The Power of Carbonation Driving the Beverage Market... Cider and Cola Sales Soar

[Asia Economy Reporter Lee Seon-ae] 'Carbonated' beverages led the beverage market in the first half of this year. Despite reduced outdoor activities due to the novel coronavirus disease (COVID-19), carbonated drinks such as cider, cola, sparkling water, and energy drinks, all known for their tingling refreshing sensation, showed simultaneous sales growth.

According to Nielsen Korea on the 8th, the domestic market sales of cider and cola, representative carbonated beverages, reached 151 billion KRW and 271.2 billion KRW respectively in the first half of this year, growing approximately 4% and 12% compared to the previous year. Additionally, sales of sparkling water and energy drinks containing carbonation also increased by about 9% and 10% to 49.4 billion KRW and 118.4 billion KRW respectively. This is a remarkable achievement compared to the single-digit decline in sales of other beverage categories such as juice.

The common factor among the growing beverage product groups is carbonation. Carbonated drinks have a unique sharp refreshing sensation that cannot be replaced by other beverages, and the instant cooling effect that clears the stomach is perfect for relieving stress. The increase in demand for delivery food, with representative delivery foods like chicken, pizza, and jokbal pairing well with carbonated drinks, also helped boost sales.

There are few products that can replace carbonated drinks in beverage specialty stores, and their relatively low price compared to functional drinks appeals to consumers during the economic downturn. Furthermore, the food industry’s expansion of products by introducing carbonated drinks using various fruit juices such as peach and kumquat is also a key to market growth.

Lotte Chilsung Beverage is strengthening marketing and expanding products to drive the growth of carbonated drinks and create market buzz. The number one cider brand, Chilsung Cider, celebrated its 70th anniversary this year by casting global superstar BTS as its model and conducting various marketing activities. Pepsi Cola introduced the 'Korea Culture Edition' featuring images of Korean cultural heritage such as Hangul and pungmulnori. The number one sparkling water brand, Trevi, diversified its packaging sizes from 300 ml to 1.2 liters to satisfy various consumer needs, and Hot6 expanded its lineup of 'The King' products differentiated by volume and calories.

A Lotte Chilsung Beverage official said, “The popularity of carbonated beverages that led the beverage market in the first half of this year is expected to continue in the second half,” adding, “We will consider expanding the range of carbonated beverage products to satisfy diverse consumer needs.”

This content was produced with the assistance of AI translation services.