Abstract
This report explores the carbonated soft drinks category-going beyond discussion of market trends, segment performance and brand sales to include insight on how this mature market can maintain consumer loyalty to core brands while reaching a new and wider audience. A particular challenge in this market is the tension between the benefits of extending into new segments with line extensions and new products and the risk of diluting core brands.
You will find thoughtful discussion in topics that include:
- Who are the core customers for these products and how is their behavior changing
- How are consumers shifting their beverage choices within and outside the segment
- How are manufacturers reacting to increased competition in the beverage segment, and what should manufacturers be doing
- How important is it to protect a key brand vs. establish a new product
- Is there room for traditional CSD products in an increasingly "all natural" and "better-for-you" world
- How can manufacturers control perceptions of their brands
- How can traditional CSDs be improved
- Can marketers successfully target new consumers for established products
- How is the changing retail landscape influencing category sales and projections
- Where are consumers buying CSDs
- How changing demographics influence sales and innovations in this market
- How lifestyle changes have impacted consumer beverage choices and what potential health and wellness issues are coming to light
- What brands do adults, teens, and different ethnic groups prefer across CSD segments
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