Off-trade volume sales of carbonates rebounded to healthy growth in 2025, after a slump seen in 2024 caused by excise tax, driven by cola carbonates with flavour innovations in non-cola carbonates also driving consumer demand.

Volume sales of carbonates showed a flat performance in Serbia in 2025, albeit at a slight improvement on the sub-decimal negative performance seen in 2024. Meanwhile, value sales are better supported by high prices. A key trend in carbonates is that consumers are seeking lower-sugar options and sometimes switching out of high-sugar and deemed-unhealthy soft drinks overall. For example, in this sense, consumers may replace carbonates with sparkling bottled water.

In 2025, carbonates in Uruguay faced ongoing pressure from the rising popularity of bottled water health and wellness trends. Increased awareness about the health risks associated with excessive sugar consumption is fuelling demand for reduced-sugar variants. There is also rising demand for tonic water/mixers/bitters, driven by the mixology trend.

In Slovenia, regular carbonates came under increasing pressure from reduced- and low-sugar soft drinks alternatives in 2025, driven by health-conscious lifestyles and innovations by manufacturers. Hypermarkets dominated distribution, while e-commerce registered rapid growth, thanks to a wider product selection and the convenience of home delivery. Regulatory changes, including higher VAT on sweetened drinks, are shaping manufacturer strategies and new product development.

Off-trade sales of carbonates recorded modest volume growth in New Zealand 2025, at a marginally stronger rate than seen in 2024. The category remains concentrated around leading players such as Coca-Cola Amatil (NZ) Ltd and Frucor Suntory New Zealand Ltd (PepsiCo), with sales drivers focussing on the offer of reduced-sugar options and price-based promotions.

Retail volume sales of carbonates in Germany continued to decrease in 2025. The category is quite mature and retail volume sales have stagnated, especially as carbonates suffer from an unhealthy image, as consumers seek a lower sugar intake. Therefore, many consumers have cut down on their consumption, with carbonates evolving into indulgence rather than hydration or standard refreshment drinks. While consumers appreciate some traditional cola carbonates brands and other more traditional flavour

Carbonates is seeing volume sales rise, supported by increasing demand for reduced sugar variants amongst the growing number of health-conscious consumers. Growth is also being driven by an expanding range of novel flavours targeting local taste preferences and the desire for more sophisticated consumer experiences.

The carbonates category continued to contract in 2025 as the combined effect of inflationary pressure, sugar taxation, VAT increases and the financial implications of the Deposit-Return System (DRS) drove consumers towards more affordable or healthier soft drinks alternatives. Heightened price sensitivity intensified across all demographic groups, particularly following the compounding effect of the sugar tax introduced in 2024 and the subsequent VAT adjustments on sugary beverages. These shifts

Slight fall in volume sales, partly due to a significant decline in tourist numbers. Reduced sugar offerings fare better and there will be a further boost in reduced sugar offerings over forecast period, as consumers become more health conscious,

Carbonates is seeing volume sales rise as manufacturers make significant investments in new product development, marketing support and promotional activity. Tailoring the product offer to evolving demand trends, particularly the growing consumer interest in health and wellness, is a key factor in manufacturers’ strategies.

Healthy volume growth, in spite of continuing inflation. Tonic Water/mixers/other bitters gain the most volume share, supported by rising interest in spirits. Coca-Cola dominates and keeps consumers engaged with regular flavour extensions. Reduced sugar is not gaining any traction, and this is unlikely to change over the forecast period.

In 2025, carbonates in Kenya benefited from rising disposable incomes, urbanisation, innovation, and their popularity among younger consumers. To meet the growing demand for healthier options, the leading player, Coca-Cola East & Central Africa Division, has expanded its sugar-free portfolio across its Coca-Cola, Fanta, Sprite, and Stoney brands. Product innovations focused on healthier options are expected to continue to drive sales over the forecast period.

Off-trade volume sales of carbonates in Pakistan are expected to register a modest recovery in 2025, supported by easing inflation, improved purchasing power, and a gradual normalisation of purchasing behaviour, following the 2023-2024 boycott of multinational brands. Coca-Cola and Pepsi are regaining shelf space through aggressive marketing and promotional campaigns. Lemonade and lime flavours are driving growth, led by Sprite and 7-Up. Looking ahead, product innovation, digital engagement, and

Off-trade volume sales of carbonates grew in Norway in 2025, driven primarily by rising demand for reduced sugar and sugar-free options. Major brands such as Pepsi Max and Coca-Cola Zero Sugar benefitted from this shift, supported by ongoing innovation and strong brand recognition. Reduced-sugar orange and cola drinks performed particularly well, with products like Solo Super and Fanta Exotic Zero Sugar contributing significantly to growth. Concerns around alternative sweeteners such as aspartam

Carbonates in Nigeria delivered a notably strong performance in 2025, reflecting a market shaped by a complex mixture of economic pressures, shifting consumer priorities, and intensifying competition across price tiers. Although inflation remained high, the stabilisation of the exchange rate and the cooling of production cost escalation – especially for key inputs such as sugar – helped manufacturers impose far smaller price increases than those seen in 2024. This relative relief was particularl

Carbonates faced one of the most challenging years within soft drinks in 2025, as the introduction of the sugar tax added substantial upward pressure on retail prices, sharply reducing demand. The tax was applied uniformly across sweetened beverages, regardless of whether products contained sugar, reduced sugar or non-nutritive sweeteners, eliminating the price advantage previously enjoyed by lighter or “healthier” carbonate formulations. This created a sudden and dramatic shift in the retail pr

Demand for carbonates in Lithuania has been impacted by a cold summer and intensified competition from energy drinks and functional bottled water. Traditional tonic water is also showing signs of waning demand. Consumers are increasingly turning to reduced-sugar and sugar-free variants, while regulatory changes, such as the forthcoming sugar tax, due to be implemented in January 2026, are expected to raise prices for high-sugar offerings and further shift preferences towards healthier alternativ

In Switzerland, healthier lifestyles and the more expensive price of carbonates is deterring consumers from these traditional soft drinks. Despite the health trend, taste and indulgence remain a key attraction with reduced-sugar options proving less popular for this reason.

Carbonates remains the largest soft drink category in Guatemala. Demand is being impacted by affordability, impulse purchases, and a preference for varied pack sizes, from single-serve to family formats. Regular cola carbonates is the main driver of growth, supported by a loyal consumer base. Small local grocers remain vital for distribution, while discounters and convenience stores are enhancing accessibility. Digital campaigns and personalised packaging are helping to engage younger consumers,

Sales of carbonates have fallen into a negative slump in Ecuador in 2025, in both off-trade volume and value terms. There are several reasons for this, from economic factors affecting consumers’ spending power, to poor weather during 2025 affecting demand. The rise of discounters also plays a role as, while such outlets offer products at cheaper prices, they typically lack chilled display areas, thus restricting impulse purchase opportunities.

In 2025, carbonates in the Dominican Republic continue to show steady growth, driven by strong consumption habits, climatic conditions, cultural preferences for sugary and flavoured drinks, and expanding foodservice and tourism sectors. While health concerns encourage interest in sugar-free and functional innovations, most consumers continue to prioritise the gratification carbonates provide over health considerations.

In the Philippines, carbonates recorded rising retail volume sales in 2025, while retail value sales increased faster as brands balanced affordability with perceived value through tiered pricing, multipacks and selective innovation. Cola carbonates continued to account for the largest share of value sales, maintaining the category’s mainstream appeal even as consumers remain inflation-sensitive. Growth in volume was led by reduced sugar cola carbonates, with broader distribution of zero-sugar li

Carbonates is seeing sales dampened by rising consumer health concerns. Sugar has become a key focus for health-conscious consumers, leading to a shift towards reduced sugar carbonates, while many consumers are looking beyond the category for products with a healthier image. Moreover, carbonates is also generally out of synch with the trend towards more natural products amongst health-conscious consumers.

Carbonates sees moderate growth in off-trade volume terms in 2025. This growth was fuelled by the increasing demand for reduced sugar carbonates, especially zero sugar options, with many consumers looking to reduce their sugar intake. New product development and enticing marketing also remained prominent features of the market, with Coca-Cola continuing to expand its range of products and flavours. Moving forward the focus is likely to remain on offering healthier options, with reduced sugar car