Anecdotal evidence suggests that, in difficult times, consumers turn to trusted brands from happier times, and colas rank highly among these.
Brands are having to price promote heavily, while retailer labels are very inexpensive, all driving extra volume through better value.
There are still many emerging markets for carbonates, such as China and India. Their economies are slowing as well as the west, but many markets have a long way to catch up.
And then there’s stevia, the subject of my next blog …
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