Though the largest soft drink maker is in North America, research has shown that it is outside the North American market that the soft drink industry has seen unprecedented growth. This growth is more pronounced in developing Asian countries where soft drink makers see a huge potential.

The developing countries have seen an increase in their disposable income, which has made it a hot market for drink makers, such as that of bottled water and soft drinks. Compared to the saturated markets of the West, Asia has an open market, with people more willing to spend on brands and eco friendly products. In these markets, money is being pumped into the economy and soft drink makers are eying a big share in it.

Which Markets Have High Potential for Soft Drink Makers?

China, India, Pakistan, Indonesia, and Vietnam have the most potential. Remember, China and India are the two most populated countries in the world. With increased globalization, markets world over are opening up. Drink makers, such as Pepsi and Coca-Cola, are making themselves known through high profile advertising and sponsorships. They are roping in famous sports personalities and local movie stars to promote their brands. They are now a known and recognized brand worldwide. People identify with their logo.

The Thailand, Singapore, and Vietnam soft drink market is expected to grow about 40 percent by 2014 and that of China and India by about 70 percent by 2014. Though the potential for growth seems greater in larger economies, yet smaller Southeast Asian countries have a more open and easy market. It is considered less risky, having its share of brand conscious people. The major drink makers are going through mergers and acquisitions in a bid to maintain and expand their foothold in these economies.

Acquiring Customer Preferences

The drink makers are also adapting to the new cultural quotient of their consumers. They have rolled out new flavors to cater to the regional taste. Coca Cola and Pepsi have launched Manao Soda and Coca Cola Light in Thailand and Pepsi Twist in Malaysia. Apart from offering variety, they also appeal to the local flavor.

But this pattern is not restricted to the soft drink market only. The bottled water segment is also growing fast. Consider the statistics. In Singapore, people get 10,000 liters of water supply at the cost of 3 c. In the same country, people are willing to pay 8 Singapore dollars for 300 ml of bottled water at high end restaurants and nightclubs. Even though it is just plain water, when drink makers market it under their brand names, it finds a very good market.

The booming economy makes it possible for people with large disposable incomes to go in for branded products. Drink makers are reaping the benefits of this tendency. They have tapped in the Asian market and gained a strong foothold. Globalization has brought the world together and made consumers more brand and eco friendly product conscious. Asian economy is growing fast, and the sale of bottled water and soft drinks has gone up considerably.