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26 COCA-COLA HBC 1 GROWTH PILLAR LEVERAGE OUR UNIQUE 24/7 PORTFOLIO KPIs Highlights in 2019 • FX-neutral revenue • Maintained high growth in the sparkling category, aided by the strong growth performance of sophisticated adult sparkling beverages • Volume growth • Achieved another year of double-digit revenue growth in energy drinks • FX-neutral revenue per case growth and expanded the energy portfolio with Coke Energy and Predator • Innovations supported overall growth, with 4.2pp of total volume growth in Stakeholders the year delivered by products and packages launched in the last 12 months Our consumers Priorities in 2020 Our customers • Continue expanding to become a 24/7 beverage partner, creating shared Shareholders value with our consumers and customers The Coca-Cola • Consolidate the performance of product innovations by increasing Company distribution and repeat sales Risks • Continue driving growth in sparkling by leveraging light variants, flavour and pack architecture • Consumer health and wellbeing • Bring ready-to-drink tea back to growth through a strong plan for FUZETEA • Geopolitical and • Drive revenue growth in water by implementing our hydration portfolio strategy macroeconomic • Launch Costa Coffee in at least 10 countries • Strategic stakeholder relationships INTEGRATED ANNUAL REPORT 2019 27 SR CG FS SSR SI Introduction As lifestyles and consumer habits change, Percentage the motivations and occasions driving of Coca-Cola beverage consumption are also evolving. HBC revenue Our category strategy We are unlocking growth potential in segments beyond our core sparkling portfolio, offering a wider choice of drinks to meet consumer needs at any time of the day. In line with growing societal concerns around environmental issues, consumers are looking for sustainably-sourced ingredients and responsible packaging. Technology, Sparkling Water Juice RTD tea particularly social media, is changing socialising occasions and the ways consumers interact with brands. Consumers are also more focused on making healthier Drive category Expand and premiumise choices. This all leads to demand for a value growth broader range of products, providing us with a number of new growth opportunities. In 2019 we sold 165 million cases of new product, flavour and package innovations, and 4.2 percentage points of our volume growth was attributable to these new launches. This is testament to how, working together with The Coca Cola Company, we are well placed to respond to market trends with Energy Plant Premium Coffee an ever expanding 24/7 portfolio. We have based spirits the right brands, packaging and categories to meet the evolving needs of our consumer base. Innovate Establish Unlock total Unlock total and expand right to win portfolio portfolio growth in growth in 2019 HoReCa At Work & Sparkling 1 HoReCa Water 8 uice 8 RD tea 4% nergy 4% lant based 1 remium spirits 3% Coffee 1 28 COCA-COLA HBC Leverage our unique 24/7 portfolio continued Driving sparkling category growth Another high-value, high-growth segment we We are also focused on expanding our Our evolving sparkling drinks portfolio is are prioritising is the adult sparkling category, premium offerings in the juice and water proving popular with consumers across our which has revenue growth over three times categories. Within juice, we focused on territories and we are seeing strong growth that of the overall sparkling category. Adult product stratification during 2019 to capture from new variant and flavour launches. consumers with more discretionary income premium revenue opportunities. In Russia, Sparkling beverage volume grew 3.5% in are interested in superior products and where our juice business represents a 2019 compared to the prior year, fuelled by experimentation. When compared to core considerable proportion of our portfolio, we the double-digit volume growth of low- and sparkling products, this category commands have a track record of continuous innovation, no-sugar options, which is stimulating growth significant price premiums. which supports higher price points and increased revenue per case. Bringing these in the entire category. We launched the Royal Bliss brand in the adult juice innovations, and increased revenues, sparkling category in 2018, using the best Coca-Cola Zero grew 26.2% in volume during to other markets is a focus for 2020. the year, delivering 10 consecutive quarters practices developed with our Schweppes and of double-digit growth. This growth reflects Kinley brands. Our approach for this category Within the water category, our overall focus execution excellence and powerful assets involves premiumisation and segmented is on accelerating value share gains with an aim such as our Star Wars-themed activations. execution with hotels, restaurants and cafes. to double the pace of our market share growth We also delivered strong performance from We also support growth by fully leveraging in the next five years. We develop market- new, low- and no-sugar sparkling beverage partnerships with premium spirits. specific maps of diverse water segments and options such as Sprite Zero and Fanta Zero. price tiers, seeking to expand our market Our light variants had value growth over four Expanding value beyond sparkling share and capture higher revenue per case. times higher than the sparkling category beverage offerings This hydration portfolio strategy involves a average in 2019. In 2019, the share of In energy, one of the fastest-growing range of product offerings, execution tactics low- and no-sugar variants in our total segments of the beverage industry, our and route-to-market approaches. volume increased by 3.0pp to 16.1%. Monster brand products had another year We added to the premium water brands Innovations played a key role in our success of impressive growth with volume up 36% in our portfolio during the year with the for 2019. In 14 markets, we launched compared to 2018. In this category, we have acquisition of Acque Minerali S.r.l., owner Coca-Cola Plus Coffee, featuring a great pursued a segmentation strategy, launching and producer of Lurisia, an Italian natural coffee taste with more caffeine but zero a variety of brands at different price points mineral water and adult sparkling beverages calories for consumers on the go. This to target different types of consumers. company. This acquisition, which we made in innovative product has seen great initial For consumers seeking a new taste and a conjunction with The Coca-Cola Company, consumer engagement. In flavours, we taurine-free formula, we launched Coca-Cola was completed in December 2019. introduced Coca-Cola Zero Vanilla, Cherry Energy, a premium product, in 15 of our and seasonal flavours such as Cinnamon countries during 2019, attracting new users Building market share and Ginger in many of our markets. to the category. We also added the Predator The dramatic expansion of our product brand to our portfolio in five markets, offering portfolio includes products in new categories We are also driving packaging innovation energy at a more affordable price point for our business. Following initial product with smaller, more convenient packages, in two flavours. rollouts, we are continuing to take action to which also serve to expand revenue per case. build our market share. Single-serve packages comprised 48.5% of Our biggest system-wide launch in 2018 our sparkling sales volume in 2019, up 2.5% was FUZETEA, and we continued to build We entered a completely new category compared with 2018, with significant on the successful introduction of this fresh, in 2018 with AdeZ, our first plant-based, potential for additional growth. innovative, ready-to-drink tea in 2019. sugar- and dairy-free beverage. Thus far, we This fusion of sustainably-sourced tea have launched eight vegan-friendly flavours, extracts with fruit and herbal flavours has including plain for the breakfast occasion attracted strong competition in some and fruit flavours for snacking on the go. markets, impacting growth. With good We extended the distribution of AdeZ across activation and customer coordination, the all our channels in 2019, increasing our share multi-layered, contemporary tea taste of of the plant-based beverage category in the FUZETEA is winning over consumers. In Italy, 17 markets where it has been introduced. for example, FUZETEA doubled our market We have gained 6% market share in just over share. Our focus going forward is on adding a year since its launch in prioritised markets. differentiating flavours to attract more consumers to the category. FOR CONSUMERS SEEKING A NEW TASTE AND “ A TAURINE-FREE FORMULA, WE LAUNCHED SUPER-PREMIUM COCA-COLA ENERGY IN 15 OF OUR COUNTRIES DURING 2019, ATTRACTING NEW USERS TO THE CATEGORY.“ INTEGRATED ANNUAL REPORT 2019 29 SR CG FS SSR One of our biggest growth opportunities is Responsible marketing SI in the coffee category. We announced in Our advertising and promotions reach mid-2019 that we will launch Costa Coffee, millions of consumers. While this is a core a brand recently acquired by The Coca-Cola driver of our business, we take steps to Company, in at least 10 countries during ensure that marketing is responsible as well 2020. We believe this launch will address a as effective. As part of the Coca-Cola broad range of consumer and customer System, we adhere to The Coca-Cola UN Sustainable needs across multiple occasions, particularly Company’s Global Responsible Marketing Development Goals for the hotels, restaurants and cafes policy and, together with other members
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