Coca-Cola, Fanta, Sprite, and Schweppes lost 2% of the localmarket of carbonated soft drinks, that is about 25 million litresin sales, a Coca-Cola Hellenic report recently published on theAthens Stock Exchange reveals.
This is the first time when the local producer of Coca-Cola,whose annual sales stand at 500 million euros, lost its number oneposition on the segment of carbonated drinks, the biggest bet ofthe international bottlers in Romania, and saw its market share godown to less than 50%. From a 51.3% market share in 2008, thecompany reached 49.1% on this segment last year.
Romanians drink 60 litres of carbonated soft drinks per capitaevery year, which is one of the highest levels in Europe. This iswhy local producers have been trying to drive up natural fruitjuice consumption over the last few years, by launching newproducts and investing tens of millions of euros in productionfacilities equipped with new technologies.
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