Small's beautiful: Coca-Cola to phase out bigger bottles

NEW DELHI: Coca-Cola India is moving to sell half of the products across its portfolio in smaller packs to increase frequency of consumption which it hopes will spur slowing growth that has lately been stuck in low single digits. The beverage giant makes fizzy drinks Thums Up and Sprite, besides its marquee drink, and Minute Maid juices.

“We are proactively shaping choices aimed at portion control, innovating on existing products that are lower in sugar content and calories per serving, and looking at offering a wider range of low sugar choices. It’s a process we are accelerating,” Coca-Cola India President Venkatesh Kini told ET.

Globally, Coca-Cola has shifted its metrics from just unit case (5.5 litres) volume growth to a mix of unit case volume and revenue growth — where realisation per unit case in smaller packs is higher than in bigger packs. The company is replicating its worldwide strategy in India, too, Kini said.


He said the company was putting out mini cans like 180 ml and mini bottles in 200 ml extensively in the market, and that the availability of 300 ml glass bottles has been scaled down and it’s the 200 ml which is being predominantly distributed across traditional trade. Among juices too, 250 ml packs are being pushed over 400 ml ones.

“In terms of availability and distribution, you’ll find more of smaller packs and less of the larger packs. Eventually, the bigger single serve packs will be phased out,” he added.

Now, more than 40% of all the company’s sales are on packs with less than 100 calories per pack.

“The average consumer here is drinking maybe two bottles of Coke every year; while the industry number is about one a week. With such low consumption levels, we believe more customers will consume smaller packs — that’s the expectation,” Kini added.

The India arm of the world’s largest beverage maker is in the process of scaling up distribution of its 250-ml PET bottle — priced at Rs 15 and Rs 18. More than 30% of Coca-Cola’s existing portfolio now comprises still beverages (juices, water, Fuse tea, Vio milk), and Kini said the company’s objective is to scale that up.

Globally, Coca-Cola and other food and beverage firms are facing increasing pressure from governments over levies of sugar taxes and consumers turning to healthier, low-sugar beverages.

The company reported 4% drop in unit case volume growth in the July-September quarter and 3% growth in the critical April-June quarter, which is the largest contributor to annual sales.

He said while the consumption of aerated beverages has been growing, local brands are the ones that have grown dramatically. “There are 800-900 of those (local brands) selling at 50-60% less than the price of national players. A Rs 1-2 price point difference makes a 30-40% difference in consumption. The second and third quarters have been soft and we are aware of what needs to be done; but even in this period, we continued to gain share,” Kini said.

On sugar reduction, Coca-Cola India plans to take Sprite Zero national and scale up Coke Zero over time, but Kini said the ability to take these brands national is limited by their consumption rate and limited shelf life. Products innovation wasn’t limited to products but also packaging and equipment.