Coca-Cola is waging a war on milk in Sweden where dairy beverages still represent 50% of all drinks sold in retail outlets and 25% of those bought in restaurants.
In consumption terms, milk still tops the drinks sector with an annual per capita consumption of 117 litres. But this figure has fallen from 150 litres in the last 20 years, while the soft drinks market share has been rapidly increasing and now stands at 60 litres per person per year.
Coca-Cola plans to increase the volume of soft drinks sales by 50% over the next few years by making substantial investments in advertising, point of sale projects and the establishment of new drinks outlets at appropriate venues.
One of the main components in planned promotional campaigns is to challenge milk’s position as a drink during meals