Changes in the Saudi beverage market - part 2

Shifts Amongst Drinkers Of CSD's

Table 1 shows changes in the profiles of CSD drinkers over the past couple of years - some minor, some major.

CSD-Cola is clearly a favourite drink amongst males, making further progress in 2005 despite losing franchise amongst the middle and older age groups. But perhaps most interesting is that the incidence of consumption of CSD-Cola has decreased in the metros of Jeddah, Riyadh & Dammam - which was the case also with tea and coffee.

Is this simply coincidental, or are we looking at a consistent pattern of changing tastes and preferences amongst Saudi consumers in these metros? In which case it would raise the same questions as before. Is there an emerging negative health perception about these categories of beverages?

Conversely, there is an increase in the proportion of females consuming CSD-Non Cola in 2005. Though there is no direct evidence in this table, perhaps one hypothesis could be that the middle and older age group consumers of CSD-Cola may have shifted to CSD-Non Cola?

Main Reasons For Drinking CSD-Cola And CSD-Non Cola

The top 10 reasons to emerge in the survey for drinking CSD-Cola are:

1. Aid to digestion (45%)
2. Wash down food/make it easier to eat (24%)
3. Feel refreshed/quench thirst (13%)
4. Feel cool (12%)
5. Feel more energetic/active/awake (4%)
6. Feel close to family or friends/entertain guests (3%)
7. Have a good time/have fun (3%)
8. Reward oneself/give oneself a treat/eat something tasty/eat something sweet (3%)
9. Overcome boredom/feeling lonely (3%), and
10. Habit (3%)

And the top 10 reasons for drinking CSD-Non Cola are:

1. Aid to digestion (29%)
2. Wash down food/make it easier to eat (26%)
3. Feel cool (21%)
4. Feel refreshed/quench thirst (13%)
5. Reward oneself/give oneself a treat/eat something tasty/eat something sweet (5%)
6. Feel close to family or friends/entertain guests (4%)
7. Have a good time/have fun (4%)
8. Feel more energetic/active/awake (2%)
9. Feel soothed/relaxed/calm/get sleep (1%), and
10. Overcome boredom/feeling lonely (1%)

Thus, irrespective of the type of CSD consumed, the top 2 reasons for consumption are the same. However, the perception that carbonates are an 'aid to digestion' is noticeably stronger for colas than non-colas.

Continuing a theme, one question is whether 'aid to digestion' is perceived as part of a health regimen or just a physical aspect? The answer may not be so simple, yet the fact that share of consumption of any CSD might lead us to the view that 'aid to digestion' is not actually perceived as health related i.e. that drinking CSD's is a matter of satisfying a physical or mental gratification rather than for any higher benefit. The danger is, however, if over time the association as an 'aid to digestion' was to become eroded, then a strong basis for consuming these drinks would vanish.

Types Of CSD's Consumed

Shares of consumption occasions for a 'regular' type CSD rather than a 'diet' type have increased; Cola - 92% 2003 & 95% 2005 ; Non Cola - 94% 2003 & 97% 2005 respectively, thus indicating an increased preference for full flavour/taste with both types of CSD's.

It is also interesting to note that though the reasons for drinking Colas vs Non Colas are nearly the same, the times when these two are consumed are quite different. For example, Colas are mainly consumed at lunch (34%), while Non Colas are mainly consumed between lunch & dinner (23%).

Consumption of any CSD's actually peaks between 4PM to 8PM ; with the next most popular time for consumption falling between breakfast & lunch i.e. between 10AM to 12 noon. The average no. of occasions per day when either colas or non colas are consumed is the same, at 1.5 & 1.4 respectively.

The next article from TNS Liquids will look at Juices.

TNS Liquids comprehensively tracks the entire beverage market in Saudi Arabia. 2,400 individuals are tracked annually on their 'yesterday beverage consumption'. TNS Liquids covers all key nationalities (Local Arabs, Expat Arabs, Asians), children & adults (7 - 49yrs), both males and females. It is representative of urban and provincial Saudi Arabia.