Blog post

Are consumers going off Diet Coke?


A number of problems have plagued the soft drink market over the past 12 months and Diet Coke seems to have taken the most significant hit.

Pepsi Cola has overtaken Diet Coke to become the 2nd most popular fizzy drink in the US. Perhaps more alarmingly Diet Coke’s volume fell by more than 6% in 2014, according to the Beverage Digest.

One of the main problems has been attributed to the artificial sweetener aspartame as there have been some reports that it leads to some side effects, although regulators are not convinced. Diet Pepsi have responded by dropping the sweetener in the US but not in the UK market.

Coca-Cola have been pro-active in attempting to stop the decline by aligning its brands under the brand, rather than separate entities. Coca-Cola, Coca-Cola Life, Coca-Cola Zero and Diet Coke will all benefit from the strength of the original drink and will allow the newer versions to grow in a cost-effective way.

Some have seen that this marketing shift might be at a detriment to the Diet Coke brand as its name is unchanged and doesn’t mirror the others.

With successful marketing initiatives like ‘Share a Coke’ we are confident that Coca-Cola sales will bounce back and have a successful 2015.

What do you think? Is Diet Coke the problem or a shift away from the 'Diet' beverage industry?  


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