CSDs Innovate with Product Packaging to Appeal to Consumers

It is no secret that the carbonated soft drink (CSD) market has experienced a major increase in the competition they face compared to a decade ago. Instead of continuing to hold their spot uncontested, CSD brands are having to reinvent, refresh and even rebrand their products in an effort to combat the pressure coming from their shelf-sharing counterparts.

This decline comes thanks to a number of different factors, not least of which is the focus on health which is driving customers away from the artificial sweeteners and high sugar content of many CSDs. Instead, many consumers are making the switch to the various other items on offer, most commonly smoothies, enhanced water beverages and non-dairy drinks.

Check out this great article from Beverage Industry to get an in depth look at some of the challenges and concepts some brands are facing: http://www.bevindustry.com/articles/88340-csds-innovate-with-packaging-to-appeal-to-consumers.

What can be done? The article notes that one reason for this decline is a generational shift which has caused “a change in the age entry point. Because the category is not getting the same penetration as in years past, it has affected its growth and engagement… this just means brand owners must utilize the correct messaging to appeal to consumers.” Keeping up with generational demands can mean a better market share than if this gap is ignored.

Product packaging is also key. Providing a number of different options, including offering smaller servings, appeals to both the health aspect and the small treat aspect, and this can appeal to a vast number of consumers. For example, as the article notes “Smaller servings, for example, can simultaneously boost margins while also giving consumers choices in terms of regulating intake and providing portion control.”

If you operate in the CSD market, you have your work cut out for you, but that doesn’t mean it is a losing battle - far from it! It just means you may need to take some extra steps to recapture your share of the pie. Call Packaging Technologies Inc. today for more info: 1-800-303-5883.