Is the push for soft drink cooling off?

The number of consumers switching to low, no and mid calorie drinks in 2014 speaks volumes for industry’s efforts to meet changing consumer demands.

It means almost half of all carbonates sold in the UK are low or no calorie. Added to that sales of bottled water continued to flourish, up 9.3%, and nearly three quarters of all dilutables sold are low or no calorie. This represents a significant shift.

Driven by a determination to respond to consumer needs and to step up to public health challenges, soft drinks companies have pushed sales of drinks containing fewer calories to unprecedented levels.

Through reformulation, new product development, smaller pack sizes and increased advertising spend of nearly 50% last year alone, soft drinks manufacturers have used a variety of initiatives to achieve their calorie reduction goals whilst still meeting consumer expectations.

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