The past decade not been easy on the beverage industry. Finally heeding warnings about the health risks of sugar, Americans are cutting their consumption of soda and juice. And the effect is expanding to the rest of the world. This year, Coca-Cola reported its first global dip in soda volume since 1999. Diversification efforts such as Coca-Cola’s launch of Glacéau, Honest Tea, Zico have helped somewhat. The graph below shows bottled water and sports drink consumption increasing, but not fast enough to reverse the rapid decline what was once a 50-gallon habit.
In addition to challenges brought on by health-conscious trends, beverages face a fickle consumer base. Forty-percent of beverage buyers (a higher percentage than any other category) identify themselves as not loyal to any product, putting pressure on brands to up their online visibility and reward programs. So far, analysts have dismissed brand efforts to be present on Amazon and other online retailers as too little, too late. To find out how 56 beverage brands in the US are faring in a digital age, download an excerpt of L2’s Digital IQ Index: Beverages.
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