Coca-Cola Turns Its Focus to Coconut Water, Energy Drinks and Low Sugar Soft Drinks

Coca-Cola Turns Its Focus to Coconut Water, Energy Drinks and Low Sugar Soft Dri

The world's biggest beverage company has started concentrating on coconut water, energy drinks and low sugar soft drinks because Australians pay attention to health warnings about sugar-packed soft drinks.

Lowest profit has been reported by Coca-Cola in eight years, with a 25% fall in net profit to $375.5 million in 2014. Soft drinks sale took a hit in supermarkets and convenience stores in 2014. The new product launches have been planned to target health conscious customers. In the grocery channels, bottled water was good performer for the company during 2014.

According to the company, increased marketing and strategies that intend to link with consumers who had decreased their soft drink use would aid lift sales from 2015. But according to experts, it might not work.

Rob Moodie, professor of public health at the University of Melbourn said that consumers came to know that they have been 'duped'. The biggest advertiser and most recognized brand is Coca-Cola. This brand has also been seen as one of the global faces of obesity.

According to Professor Moodie, the beverage giant wants to continue its hold on the market by concentrating on healthier alternatives to soft drinks, motivating exercise and selling smaller portion sizes.

"Their preparedness to try and maintain their brand position is incredible. They're obviously very worried by virtue of the sense of consumer backlash against them because they're seen as the face of 10 teaspoons of sugar in a can", said Moodie.

According to prominent nutritionist Rosemary Stanton, the message that sugary drinks were not good for health was getting through to consumers. Dr Stanton, who helped write the National Health and Medical Research Council's dietary guidelines, said that decreasing sales of soft drink were associated to increased publicity around the harm of sweetened drinks.


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