Carbonated Soft Drinks - UK - February 2009
Carbonates have a large, youthful constituency and the core consumers care least about the health issues that have latterly enveloped the market. Despite this, ‘healthier’ soft drinks have recorded far faster growth and NPD and marketing is trying hard to reposition fizzy drinks as ‘natural’ and ‘healthy’. This is helping carbonates to shed some of their acquired reputation as being ‘bad for you’. Nevertheless, the consumer base amongst adults and children has shrunk in the last few years.
Key report themes:
A huge market with slow growth and some loss of consumer base
The continuing ascendancy of colas over flavoured carbonates
The repositioning of carbonates as natural, and attempts to make them healthier
The massive importance of brand image and of communicating with core users via new media channels
Moving low calorie versions away from a ‘diet’ positioning to create more appeal amongst male drinkers.
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