The carbonated drinks sub-category is making a concerted effort to stem any loss of market share to 'healthier' soft drinks by keeping up the pressure on the promotional front.

Carbonates accounted for 55% of activity among the top five soft drink sub-categories last weekend, according to the latest Promotrack data from Assosia. They hold the same share in the year-to-date chart - up six percentage points on 2007.

Coca-Cola remained by far the most heavily promoted soft drinks brand, accounting for 32% of all offers at the weekend. However, this was down on its average year-to-date share of 41%. Both in the soft drinks category and carbonates sub-category, Coca-Cola has accounted for more than twice Pepsi's share of space this year.

Second-placed last weekend was water & squashes, a massive 35 percentage points behind carbonates. Though Robinsons only accounted for 19% of the top five soft drink promotions, this was three points up on its year-to-date share of 16%. Robinsons and Ribena are the most active brands in the sub-category.

Increased activity in the chilled fruit juice & smoothies sub-category elevated it last weekend to third place with 15% of all soft drinks offers. The sub-category remains in fourth place with 9% of space, the same share and position it held in 2007. Tropicana has dominated chilled fruit juice & smoothies this year, accounting for 58% of the top five promotions in the category, while Innocent sits in second place with 30%.

Ambient fruit juices was responsible for 9% of offers last weekend with Capri-Sun, the primary brand, accounting for 60% of these compared with Ocean Spray's 15%. Ambient fruit juices remains third in the year-to-date chart, though its share has fallen two points to 14%.

Energy and sport drinks accounted for the remaining 2% at the weekend. Its most heavily promoted brands in 2008 are Lucozade with 81% of offers and Powerade with 12%.


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