Carbonated Soft Drinks - US - February 2012
The carbonated soft drinks market suffered a sales decline in 2011, as two of the three segments that comprise the market exhibited a poor performance. During 2010-11, the largest segment, regular soda, declined by 2% while the second-biggest segment, diet soda, fell by 2.1%. Soda is the most-consumed nonalcoholic beverage in the U.S., however with sales remaining flat over the past five years, it would seem that the category has seen its peak and is now retreating. Therefore, the biggest growth driving strategy would be to bring excitement to the category.
On other fronts, soda is repeatedly blamed for obesity, and proponents of obesity-reduction programs continue to clamor to tax the beverage. Many key consumer groups also appear to be leaving the category for the same reason. This report addresses these and other issues and offers some growth-driving strategies in the market. Some of the issues/opportunities discussed in this report are:
- Trends in the personal consumption of regular soda, diet soda, and sparkling water/seltzer/club soda
- Discussion on which of the key consumer groups are decreasing soda consumption and why
- The soda tax debate and its implications for the market
- Insights on growth-driving opportunities through the use of natural sweeteners
- Exploration of the main attributes that soda buyers look for in regular and diet soda
- Soda buyers’ behavior toward price increases and soda drinkers’ attitudes toward artificial sweeteners
- Attitude toward non-cola soda flavors
- Soda drinkers’ attitude and behavior toward stevia-sweetened soda
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