Health & Fitness

Soda companies stay away from the word “diet”

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Have you noticed one of the biggest changes in the soda world: More and more soda companies are moving away from the word “diet.” While the contents of the can remain the same, the companies have started using terms like “sugar-free” and “zero-sugar.” Why? Read on to find out…

Food News 2021

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It’s hard to imagine a world without diet soda. After all, diet soda has been a staple in grocery aisles and gas station coolers since the late ’80s. Now, while the product itself may not change, the diet soda brand is undergoing a complete transformation. You see, most major soda companies have moved away from the word “diet” in favor of phrases like “zero sugar” and “sugar free.” reason? Well, the younger generation has started to move away from the diet and diet mentality and instead choose to focus on overall physical health.

Sugar-free soft drinks are growing in popularity, according to a recent study by market research firm Mintel. In fact, the business generated more than $11.2 billion in revenue in 2020. That’s right! That’s up nearly 20% from 2018, while sugary sodas have only grown 9% over the past few years. While full-sugar seltzer still sells better overall, its market isn’t growing as fast. Now, with the name change, the soda company hopes younger sodas will help continue to drive the zero-calorie soda market…

Zero Sugar Soda Company

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According to Vanderbilt University marketing professor Kelly Goldsmith, the nomenclature change has really helped zero-sugar soda sales. “They still want what’s in the can. They just want you to call it something different,” Goldsmith explained. “So for a lot of Coke companies that make zero-calorie, zero-sugar products, we’re probably going to see them call them that, when in reality, it’s still a canned diet product, as we know it used to be of.”

However, while appealing to younger sodas will undoubtedly help sales of diet or low-calorie products, Goldsmith also said these companies should always keep an eye on their older, long-term customers. “When your customers consume so many brands and products, they really see it as part of their core identity, and it’s hard to shake that for consumers when they can’t find that product anymore. They It really fits into their lives,” explains the marketing professor.

Can a soda company appeal to both younger and older audiences? Well, yes – at least, according to Goldsmith! She said soda companies should focus on new, but smaller, more niche marketing strategies to cater to younger sodas who want something new, while preserving their original offerings for long-term diet sodas. Will the companies follow her advice? Only time will tell!

source: takeout, WTVR

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