Coca-cola recently lowered its sales forecast this year, citing the company is struggling with the slower consumption in China and the shares of the company fell over 3%.

From the perspective of consumption value, the growth of fast-moving consumer goods dipped to the five-year low of 3.5%.

However, judging from the macro-economic data, China's consumption growth is relatively rapid; the total retails sales of consumer goods reached 15,613.8 billion yuan during the first half of the year, a 10.3% rise year-on-year.

The research team at ANBOUND Consulting is of the view that the huge difference in the growth of fast-moving consumer goods and the overall consumption growth merely shows that the consumption structure in China has changed.

As people have greater health awareness, the long-term consumption of carbonated drinks is considered bad for health.

If the market structure has indeed changed, then following the changes in China’s consumption, the decline in Coca-Cola’s performance might become a long-term phenomenon.