Pepsi and Coca-Cola soft drinks giants, which account for almostthree quarters of the domestic market together, saw their salesvolumes shrink by more than 10% in 2009 year-on-year. 2009 is thefirst year when they faced major consumption declines, according tothe data included in Romania's business yearbook "Biggest playersin the economy" , to be published in late June. Greek company'sCoca-Cola Hellenic 2009 financial report reveals a 12% decline insales volumes on the Romanian market against 2008. 2009 effectivelywiped out the increase the company posted in 2008 against theprevious period. In its turn, Pepsi Americas, entirely taken overby US giant PepsiCo this year, reported an over 10% decrease involumes sold in Romania during the same interval. In a single year,soft drinks giant thus went from double-digit growth rates todeclines of over 10% on a market that before the crisis promisedconsumption increases for many years on. Despite producers' havingbet on rising consumption of natural juices in recent years, thisyear's market dynamics shows trends are rather dictated by thecrisis.
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