market share of CSD in Bangladesh

Findings of market research study on market share of CSD

To get a nationally representative scenario regarding market share and related issues of CSD (mentioned below) a market research survey was conducted.

1. To find out market share of different types of Cola, cloudy lemon and clear lemon in terms of volume and value

2. To find out market share of different types of CSD in terms of volume and value

3. To find out market share of different types of SKU of CSD in terms of volume and value

Extent: Outlets of bus stand, urban and rural periphery at Sylhet, Moulovibazar, Hobigonj, Sunamganj, Chittagong, Comilla, Feni, Cox’s bazar, Noakhali, Chandpur, Kushtia, Chuadanga, Jessore, Khulna, Barishal, Potuakhali, Borguna, Bhola and Dhaka districts (Mailbag, Rampura, Khilgaon, Sonirakhra, Jatrabari and Saidabad).

Period: 17-28^th March’07, 2-13^th April’07, 22^nd April’07

Sample size: It was predetermined to collect survey data from four scattered districts from each of six divisions and also a total of 33 outlets from each district taking 3, 20 and 10 outlets from bus stand, urban and rural periphery respectively. However data on SKU and pack wise brands and quantity presence were collected from 687 outlets of 19 districts under five divisions namely Sylhet, Chittagong, Khulna, Barishal and Dhaka.

Findings: Among three types of CSD (i.e. cola, cloudy lemon and clear lemon) clear lemon was found mostly available type (in 95 percent outlet) followed by cola (85 percent outlet) and cloudy lemon (78 percent outlet) category.

Survey data shows that among cola brands MOJO cola holds the highest market share in terms of both volume and value followed by Coca-cola and RC cola respectively. While among cloudy lemon brands Lemu is found as the highest market share holder in terms of both volume and value followed by immediate next market share holder by RC and Uro-lemon. In addition to that among clear lemon category 7up, sprite, fizz up and upper 10 are found as the first, second, third and fourth market share holder.

Regarding market share holder by different types of CSD clear lemon was found as significantly (at 99.9 percent confidence level) higher market share holder type (about 53 and 51 percent in terms of volume and value respectively) than that of cola (about 29 and 30 percent in terms of volume and value respectively) and cloudy lemon (about 19 percent in terms of both volume and value respectively) type. It is assumed that the total beverage industry is of 1000 crore taka and also for the month of March and April’07 this beverage industry market is assumed to be splitted into 50 crore and 70 crore approximately and hence 120 crore taka in total. Considering the sample estimate it can be inferred that in terms of value clear lemon, cola and cloudy lemon category belongs to approximately 61.08, 36.24 and 22.68 crore taka market shares respectively.

Survey data revealed that regarding market share holder by different SKU of different types of CSD 1000ML PET, 500ML PET and 2000ML PET were found as the first, second and third market share holder respectively. In addition to that 1000 ML is found as significantly (at 99.9 percent confidence level) higher market share holder than 500 ML in terms of both volume and value and also 500 ML PET is found as significantly (at 99.9 percent confidence level) higher market share holder than 2000 ML PET and 250 ML PET respectively.

Market share of cola brands in terms of volume and value
Cola brands	Market share in terms of
	Volume	Value
MOJO cola	38.4%	37.4%
Coca-Cola	29.5%	30.3%
RC cola	22.1%	21.2%

Market share of cloudy lemon brands in terms of volume and value
Cloudy lemon brands	Market share in terms of
	Volume	Value
Lemu	41.3%	41.7%
Rc Lemon	30.3%	31.1%
Uro Lemon	20.4%	18.6%

Market share of CSD in terms of volume and value
Types of CSD	Market share in terms of
	Volume	Value	Estimated value Taka (Based on assumed market share in value)
Clear lemon	52.5%	50.9%	61,08,00000
Cola	28.9%	30.2%	36,24,00000
Cloudy lemon	18.7%	18.9%	22,68,00000
Total	100.0%	100.0%	120,00,00000

Market share of clear lemon brands in terms of volume and value
Clear lemon brands	Market share in terms of
	Volume	Value
7up	33.2%	33.2%
Sprite	22.2%	24.4%
Fizz up	15.5%	14.4%
Upper 10	14.8%	14.6%

Market share according to S.K.U. of all types of CSD in terms of volume and value
S.K.U.	Market share in terms of
	Volume	Value
1000 ML PET	34.7%	32.7%
500 ML PET	23.0%	23.2%
2000 ML PET	18.0%	13.7%
250 ML PET	8.2%	10.0%
2250 ML PET	4.6%	3.6%
250 ML Can	3.9%	7.5%
250 ML RGB	3.5%	4.3%
330 ML PET	2.0%	2.3%
280 ML PET	0.9%	1.0%
150 ML Can	0.6%	1.3%
1500 ML PET	0.3%	0.3%
600 ML PET	0.2%	0.2%
207 ML RGB	0.1%	0.1%
200 ML RGB	0.04%	0.1%
1250 ML PET	0.03%	0.02%
330 ML Can	0.01%	0.01%
Total	100.0%	100.0%

Limitations: Data were not collected from Rajshahi division and greater Dhaka. As all findings presented here are based on only the surveyed outlets and also the salesman/retailer are not interested to provide details information (SKU and pack wise brands and quantity presence) regarding their stock of CSD without any benefit there might be a chance of distortion in case of reflecting the actual scenario. But in spite of lack of cooperation of the retailer enthusiastic and energetic effort was made by the data collector to collect data from visible as well as non-visible sources in the outlet. Also at the beginning of the survey there was a target to bring a scenario of CSD market share of winter season but the survey period has been extended up to summer season and hence a mixed scenario of winter and summer season might be reflected from this survey data.