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Strategy Briefing
Pressure on Nutrition and Health in Soft Drinks: The Industry’s Response
18 pages, May 2018
US$1,325Added to Cart
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About This Report
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Public policy makers, influencers and ultimately, also consumers, have been mounting pressures on the industry to take responsibility for their role in public health issues and produce healthier business models for the future. In the public’s interest the focus has largely been for companies to reformulate, however, the industry has responded with a magnitude of strategies, which allow them to manage, but also prosper in these challenging times.
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Overview
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Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
Legislative measures and voluntary pressures continue to grow in popularity
Sugar taxes or soft drinks levies, continue gaining popularity, and are now used in countries such as the UAE, UK, or Ireland, among many more. Beyond this, there are ever stronger recommendations and labelling regulations coming from governments, which educate consumers in what is healthy and unhealthy creating further pressures for the industry to conform, and differently depending on country.
Companies have been using four key strategies to manage with the ‘go healthy’ pressures
Among many others four key strategies have stood out in the soft drinks industry: reformulating existing portfolios, diversifying portfolios, focus on packaging, and embracing indulgence.
Maintaining sweetness and taste takes priority in reformulations
Where the pressure to reformulate is driven by fiscal policies, such as sugar tax –reformulation with high intensity sweeteners is the most common response. This shows that maintaining the same sweetness level and as much of the original taste is priority, and possibly the safest initial response for the industry.
Same products’ increasingly differ across markets with regards to formulation
Though legislative measures are increasing, they differ significantly depending on country and even state. This, along with consumer preference, determines local recipes and reformulation efforts, leading to significant differences in products' tastes and creating a discrepancy in the products’ positionings internationally.
Energy drinks’ are in a tricky position with regards to sugar and caffeine regulations, but their sales continue growing
Energy drinks are intended to provide energy, through their sugar content, caffeine content or other energizing ingredient –most of which are scrutinized by regulators and even the public. Despite being the most challenging category energy drinks continue their positive performance. This may be thanks to multi-approach strategies used by companies for the category.
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Scope
Key findings
Why is nutrition a global concern?
Nutrition is continuing to be a priority among governments worldwide
How does the industry respond to the 'go healthy' pressure?
Safeguarding the taste: brands choose to substitute sugar with HIS
Global brands take local decisions on sugar content in flagship products
Same same but different: a glimpse into ingredients
Sugar-free energy drinks: the paradoxical product
Reformulation is not the answer for all
Diversifying in functional and flavoured water: a ‘healthy’ way to win!
Bring on the kombuchas, birch waters and aloe vera juices
Speciality sodas in glass bottles: indulgence intended
Orangina Suntory France: divert from nutrition, focus on sustainability
Classics never get old
Flexibility and progress must continue for the soft drinks industry
Strategies for ‘go healthy’ pressures: who did what?
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.