A white paper has been published by five industry analysts which, among its other observations, proposes that consumers will stop buying Coca-Cola. The paper is entitled “7 Key changes the beverage industry must accept: the future of beverages”.
The seven challenges it describes are:
Healthy Please! The report sees 76 million baby boomers, among others, many of whom were users of unhealthy products in the past, seeking out ways to increase their own vitality, and turning away from products they no longer trust to products that are healthy. “By embracing innovation, manufacturers and brand holders have an array of imaginative possibilities in producing new beverages,” says the report.
Labelling: ‘Natural’ has been the vague but compelling claim on thousands of products for over 40 years, the white paper says – but this is no longer good enough as such claims are increasingly being challenged in the courts, and consumers are looking for more specific information. “Content precision on labels is a must,” conclude the authors.
Sweeteners: According to the experts, the changing attitudes of consumers to ingredient quality – as they look for more natural colourings and flavourings, and crave less sweet beverages – will see them stop buying Coca-Cola. The rise of stevia and monkfruit as sweeteners are noted as examples of the power of natural ingredients.
Water: The report notes that water is the most healthful beverage in the world – but the addition of appropriate nutrients can make it even more so, allowing it to provide health benefits beyond mere hydration. The authors see a transition taking place, possibly as early as this year, as manufacturers look to exploit the opportunities.
Distribution: “Before long,” say the authors, “most people will be buying the majority of their goods and services from the Internet”. The report describes the pressures on bricks and mortar retailers, the difficulties experienced by small, independent ventures, and notes the power of e-tailing to help a brand address with pinpoint accuracy its core demographic.
Global sustainability: Fair trade is, according to the paper, one of three key components – social, environmental, economic – of ‘sustainable business’. The authors believe that consumers will increasingly look to establish the veracity of such claims. Over the next seven years, it is anticipated that the beverage industry will further embrace ‘all things green’.
Packaging: More environmentally friendly packaging is the future, says the report, with non-petroleum-based single serve, flexible, convenient packaging on the rise by 2020. It is noted that both Pepsi and Coca-Cola have undertaken efforts to develop recyclable packaging, with mixed success – and that smaller brand holders currently lead the way.
