While the war on sugary beverages battles on as organizations lobby for sugar taxes in certain areas of the country, big soda brands are adapting by investing in healthier beverages like flavored sparkling waters and craft sodas.
At the end of last year, we pulled data from Foodable Labs to see what beverages millennials were drinking.
In the last half of 2016, 46.9% of millennials were drinking craft beer, 9.2% were drinking craft soda and 11.8% were still drinking major soda brands.
But in the areas with soda taxes being implemented, the percentage of major soda brand drinkers was much less. In Boulder only 3.4% of millennials were drinking major soda brands and in San Francisco it was 7.4%, versus the 11.8% of Millennials in the rest of the country.
So it’s no wonder that big soda brands are developing innovative craft products to stay competitive.
Although soda companies are launching or investing in these healthier innovative beverages, Coca-Cola isn’t giving-up on sugary beverages just yet and is focusing on building its specialty cane sugar soda portfolio in 2018. The company saw 8% growth in the specialty soda category in 2016.Read More