The structure of the soft drinks supply at the market of Yekaterinburg

Abstract

Nowadays research of the regional markets and consumers’ preferences in the soft drinks segment are actual. This is associated with the saturation of the market and increasing competition within the segment. The research of the market is the base for the assessments of the prospects for the certain enterprise and for the sector development. Analysis of the assortment of the made and sold at the Yekaterin-burg soft drinks was realized. The article shows the position of the good relative to the all-marketing positions in the region. It has been established that assortment of the soft drinks is characterized by the diversity of the types and drinks on the basis of the aromatic staff prevail (41,6%), juice and juice-contained beverages (28,2%), mineral and drinkable bottled water (21,4%) with different trademarks prevail. Leaders of the market are two big foreign companies. “Coca-Cola Company” with trademarks “Coca-cola”, “Fanta”, “Sprite”, “Nestea”, “Dobriy”, “Bon Aqua” and the company “Pepsi Co Russia” representing trademarks “Pepsi” “Mirinda”, “7up”, “Tonus”, “Russkiy Dar”. According to strength saturation with carbon dioxide medium carbonated drinks (40,4%) and strong carbonated drinks (39,1%) prevail. The light carbonated drinks are much smaller and account 13,5%, and non-carbonated drinks are the smallest part of the market (6,96%). The reason of that structure that the carbon dioxide is actively used by the soft drinks producers as a preservative, regulator of the acidity and antioxidant. The research of the package show that the producers use polymeric materials, metal, glass and combined pack. The main trends of the market are increasing consumer requirements to the quality and information about the proposed drinks, the growth of the number of consumers that attend to the ingredients and the impact of “the healthy food choice” on the market.