Boston, MA -- (SBWIRE) -- 06/20/2014 -- Significant negative media attention surrounding the adverse health effects of carbonates continued to negatively impact both volume and value growth rates in 2013. Most noticeably, a New Zealand coroner report identified the consumption of up to 10 litres per day of Coca Cola as a significant contributing factor in the death of a woman by cardiac arrest. Such excessive consumption was more than twice the daily recommended limit for caffeine and represented more than 10kg of sugar. In addition, despite advertising and promotional efforts aimed at combating obesity in New Zealand, Coca-Cola Amatil was criticised for not doing enough, with critics claiming that smaller bottle sizes would simply result in consumers drinking more bottles and not reducing consumption levels.
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There was minimal change during 2013 with regards to company and brand shares within carbonates. Coca-Cola Amatil remained the dominant company, accounting for 75% of off-trade volume sales. Coca-Cola was the focus of some strong negative media attention during 2013, with a coroner's report linking excessive consumption of the beverage to the death of a Southland woman and arguing that warnings for sugar and caffeine content should be placed on the label. In addition, a publicity stunt whereby a car was crashed at low speed into the iconic L&P bottle in Paeroa to promote L&P flavoured chocolate received criticism from politicians and the local police.
The key forecast trends are linked to sustainability and health and wellness. Consumer environmental and social sustainability awareness is expected to continue to increase over the forecast period and demand for healthier carbonates is set to rise.
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The Carbonates in New Zealand market research report includes:
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- How does the sales performance of domestic manufacturers compare to international brands/manufacturers?
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