Two carbonated beverage giants have entered the field of health, functional foods will become a new market?
Now the market is becoming more and more difficult to do, and the competition is becoming more and more fierce. But as consumer tastes and needs change, the market for carbonated beverages is getting tougher, with data showing that sales of non-diet and sugar-free sodas have fallen by 25 per cent over the past 20 years.
In the face of this change, Pepsi and Coca-Cola, as the giants of carbonated beverages, in addition to adjusting their formulas, launching low-sugar, sugar-free soda and carbonated beverages with dietary fiber, they have also set their sights on the health field., Support or incubate many emerging health food and beverage companies.
how pepsi layout of healthy food?
Last year, PepsiCo announced that by 2025, sales of products with high nutritional value will grow more than other products.
In October, PepsiCo acquired Health Warrior. This is a company that specializes in chia seeds and pumpkin seeds, which also contain some probiotics and plant proteins. Undoubtedly, through the acquisition of Health Warrior, PepsiCo has further expanded its products in the field of plant protein and probiotics.
This is not the first step in Pepsi's layout of healthy food. Earlier this year, Pepsi launched a capsule beverage brand in the United States that uses green coffee, chia seeds, acai berries, turmeric, elderflower and other ingredients based on "super foods". Drinkfinity?. In addition to the selling point of "super food", capsule packaging is also very novel and convenient, satisfying the healthy and fashionable pursuit of young consumers.
In terms of leisure food, Pepsi successfully acquired Bare Foods in May this year, a company established in 2001 that specializes in dried fruits and vegetables snack products. The main ingredients of the vegetable and fruit slices are simple, non-turning and non-fried.
Coca-Cola's healthy food development?
In addition to Pepsi, many traditional large FMCG companies have also expanded their health products by acquiring small functional food companies. For example:
Coca-Cola (Coca-Cola) this summer acquired a BodyArmor of sports drinks based on coconut water.
Kella (Kellogg) last year acquired RXBAR, a protein bar products company that uses egg white protein as the main matrix.
Health Industry Trend
With the gradual transformation and upgrading of consumer demand, people pay more and more attention to the nutritional value and health attributes of beverages, and the demand for various healthy beverages has been upgraded to have lasting functions and no burden on the body.
Driven by the general trend of the health industry, domestic high-quality enterprises are either cross-border integration or innovation and upgrading, eager to carve up the "big cake" of health drinks ".
In recent years, the market has gradually begun to focus on new beverages for young consumer groups. Obviously, if you want to move from carbonated beverages to the field of healthy beverages, if you want to capture the hearts of young people, you have to move towards more social, higher quality, more personality, and more The healthy trend develops.
Just as sports drinks are no longer exclusive to gyms, functional foods are not just bottles and cans in pharmacies and health care stores. Nowadays, many large retailers, convenience stores and the Internet are full of health-related products. Pepsi and Coca-Cola's entry into the health field further illustrates that snacking and fast digestion of functional foods may not be far away.
Of course, with the rapid development of functional foods, more attention should be paid to avoiding excessive publicity and marketing that may increase consumer choice.
Source: Food and Beverage News
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