New-age, new giants?
It might be the biggest challenge within the category ever since : the current movement from classic carbonated soft drinks to the soft drinks that claim to be "better-for-you". Even though we bring up this subject pretty often, still not everything is said. Especially not since new developments keep on showing up
One of those developments is the denial of some of the giants, like Pepsico and Dr Pepper Snapple Group, that seem to have cleared the way completely for recognition and adjustments. The two of these have responded to this current challenge by making huge acquisitions for their "healthier" lines. Of course all the big brands have been snapping up healthy good-for-you brands the past several years. But the fact that Bai and KeVita have made it to the big leagues of beverage company lineups might mean that the popularity of healthy-choice beverages reached a whole new level that wasn’t foreseen even a few years ago.
This makes us wondering if Coca Cola, Red Bull’s and all the other Giant’s glorious times are over and will they be replaced by new giants who link better with his new-age’s health trend?
The world is waiting for an iconic, new-age beverage that has the same power and relevance that Coke and Pepsi did 50 years ago, Bai CMO Michael Simon told Brandchannel last year. Will it go that way or are they just that large and influential that they will never disappear? We don’t really know what to expect at this very moment. The thing we shouldn’t forget is that the giants have so much power, money, knowledge and brand awareness among the consumers already, that it’s unlikely it will all disappear.
Another thing that could happen, is a combination of both potential situations: the giants keep on having their power, money, knowledge and brand awareness, with the help from the new good-for-you lines that brands like PepsiCo are investing in currently. Because if they make sure the ‘good-for-you’ lines are theirs and are growing big and powerful, and their basic brand stays popular amongst the brand-loyal customers, they would have a golden combination.
It could go either way. It’s an exciting time for the soft drink industry. Let’s see what the future holds.