HomeDecoding the Price Increase of Coke, Sprite, and Pepsi in BangladeshCase StudyDecoding the Price Increase of Coke, Sprite, and Pepsi in Bangladesh

Decoding the Price Increase of Coke, Sprite, and Pepsi in Bangladesh

The fizzy symphony of carbonated beverages like Coke, Sprite, and Pepsi has long been a part of our daily lives. However, recently, Bangladeshi consumers have been experiencing a jolt in their pocketbooks as these beloved refreshments see an increase in price. 

price increase of coke, sprite, pepsi

While the reasons behind this surge are multifaceted, one primary factor contributing to this phenomenon is a new 30% tax imposed on these beverages by the government. In this blog post, we delve into the intricacies of why Coke, Sprite, and Pepsi are now pricier in Bangladesh, and explore other potential contributing factors.

Understanding the New Tax Regulation

One of the most significant contributors to the increased prices of these carbonated beverages in Bangladesh is the imposition of a 30% tax by the government. This tax is part of a broader effort to promote healthier dietary choices and combat the rising prevalence of non-communicable diseases. By making sugary drinks less affordable, the government aims to discourage excessive consumption and encourage consumers to opt for healthier alternatives.

The Burden of Health Costs

Sugary beverages like Coke, Sprite, and Pepsi have long been associated with health concerns, including obesity, diabetes, and dental issues. As the consumption of these drinks contributes to an increased burden on the healthcare system, governments worldwide are grappling with the challenge of managing the resulting health costs. The introduction of taxes on sugary drinks serves as a means to offset some of these health-related expenses and create an incentive for individuals to choose beverages with lower health risks.

Global Trend Towards Healthier Choices

Beyond Bangladesh, a global trend is emerging as consumers become more health-conscious and seek out better dietary options. Major beverage companies are under increasing pressure to align with this trend by diversifying their product portfolios to include healthier alternatives. In response to these changing preferences, companies like Coke, Sprite, and Pepsi have introduced low-calorie and zero-sugar variations of their iconic drinks. However, these healthier options often come at a premium, contributing to the overall price increase.

Supply Chain Disruptions

Another factor influencing the price surge is the recent disruptions in the supply chain caused by various external factors. The ongoing global pandemic, coupled with logistical challenges, has led to supply chain bottlenecks, resulting in increased production costs. These higher costs are eventually passed on to the consumers in the form of higher prices for their favorite beverages.

Fluctuations in Raw Material Costs

The production of carbonated beverages involves various raw materials, including sugar, flavorings, and packaging materials. Fluctuations in the prices of these raw materials can significantly impact the overall production costs. For example, if the cost of sugar, a key ingredient in these drinks, experiences an increase, it can lead to higher production expenses, which are then reflected in the retail prices.

Brand Perception and Premium Positioning

Coke, Sprite, and Pepsi are not just beverages; they are globally recognized brands with decades of history and brand loyalty. In some cases, these companies may use price adjustments strategically to convey a sense of premium positioning. Higher prices can create a perception of exclusivity and quality, targeting consumers who associate higher costs with better products. This approach can also help these brands maintain profit margins despite increased taxes and production costs.

Consumer Behavior and Elasticity

Consumer behavior plays a crucial role in understanding the price increase of these beverages. The concept of price elasticity of demand comes into play here. While some consumers might reduce their consumption due to the increased prices, others may be less sensitive to price changes and continue purchasing regardless. Understanding these behavioral patterns helps companies predict the potential impact of price adjustments on their sales volumes.

Also read: Unleashing the Harmonious Blend: Coca-Cola’s Strategic Move with the Coke Studio Campaign


As the price of Coke, Sprite, and Pepsi rises in Bangladesh, a combination of factors is at play. The new 30% tax imposed by the government serves as a direct response to health concerns associated with sugary beverages. Simultaneously, global trends toward healthier options, supply chain disruptions, fluctuating raw material costs, brand positioning, and consumer behavior all contribute to the complexity of this price increase. 

While the price hike might cause initial grumbles among consumers, it also highlights the ongoing evolution in our understanding of health, consumer choices, and the intricate interplay between these factors and market dynamics. As consumers, being informed about these forces empowers us to make choices that align with our preferences and values, ensuring a healthier future for both ourselves and the beverage industry as a whole.

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