This article is from WeChat official account:Du Shaofei (ID: shaofeidu), author: Du Shaofei, planning: Han Chi Mei Han, from thematic map: vision China
Recently, the vitality forest is a real fire.
“0 sugar, 0 fat, 0 card”, you can always see this advertisement in the elevators when you go to work, go to the supermarket, take the subway, and go to the mall. In the trash can on the street, there are most of them carrying a white empty bottle of “気”; even many girls who never drink Coke started to bring home 2 bottles from 711——
Not only are subjective feelings, but objective data is a direct proof.
In 2019, the top 10 global carbonated beverage sales (sales volume) (red is the Coca-Cola brand, gray is the Pepsi brand)
Picture source: Euromonitor, CICC Research Department
3. The era of beverage wars
For a long time, I talked about the foreign gene sodas represented by deliciousness. In fact, they also have some troubles.
Research shows that the market development of my country’s beverage industry can be roughly divided into three stages. Before 2000, carbonated beverages occupied the dominant position in the beverage market; from 2000 to 2006, tea beverages and functional beverages were gradually favored by consumers;
In the 2000s, Kekou lost its position in the industry for a period of time because it lost to Master Kong’s iced black tea and even tea derivatives in the tea category.
If it weren’t for the sugar-free and calorie-free zero Coke launched in 2005, it would be difficult to regain the lost ground if it stepped on consumers’ demand for healthy, low-sugar and low-calorie beverages.