Here is a second snapshot of consumer priorities in the US from the Beverage Digest newsletter.
It is based on work by Bernstein Research on consumer loyalty in response to price change; what economists call 'price elasticity'.
Of 64 categories, the top two for pricing power are skin cream and shampoo. The next two are wine and beer.
Carbonated soft drinks come 19th with what is described as medium/high pricing power. Iced tea is 31st, juices 32nd, energy drinks 40th and sports drinks 41st.
And bottled water? 62nd. Ahead of only sandwich bags and bleach.
Richard Hall is chairman of Zenith International
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