Low sugar variants can give soft drinks giants a sales lift
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More than four fifths of those participating in the latest MarketingWeek.co.uk poll would consider swapping from full sugar carbonated drinks to lower sugar or no sugar alternatives.
Pepsi Max: On-the-go bottle size is increasing to 600ml
The move comes as PepsiCo and Coca-Cola announce moves to boost promotions of their diet and sugar-free variants in their marketing plans for 2010.
Of those who voted, 82.5% said they would consider swapping their fizzy soft drinks option, while 17.5% preferred the original high sugar content options.
The result suggests that moves to promote healthier lifestyles by soft drink manufacturers will be welcomed by consumers and could help increase brand sales.
Pepsi UK is seeking to boost its on-the-go market share by increasing the size of its no-sugar soft drink bottles to 600ml from 12 April. Bottles of Diet Pepsi, Pepsi Max, 7Up Free and Tango will be increased from 500ml to 600ml, in a bid to boost interest in the brands.
The company already focuses its international television adverts on Pepsi Max, with the latest ad starring footballers Didier Drogba and Fernando Torres.
Coke, meanwhile, says it will boost awareness of the Coke Zero variant, but will continue to “deliver broad choice across the Coca-Cola portfolio, bringing together both sugar and no-sugar variants within our ’open happiness’ brand campaign”.
