PepsiCo Making the Most of Shift towards Healthy Beverages

Published By : 21 Dec 2015 | Published By : QYRESEARCH

Consumers in developed countries have been gradually shifting from carbonated drinks to healthy beverages, a trend that has been in place for the past couple of years. Forbes states that 2013, for instance, saw increased demand for healthy drinks. Water, juice, and ready to drink tea also drove the beverage industry that year. 

PepsiCo is one company that has made concrete efforts to make the most of this trend and acquire a larger share of the growing healthy drinks market. The Hello Goodness initiative was launched by the company earlier this month, unveiling vending machines that offer consumers healthy food and beverage choices on the go. In addition, the company also announced its plans to launch organic Tropicana Juices and Gatorade with non-GMO varieties. 

PepsiCo witnessed a 5.50% growth in the first three quarters of this year in the non-carbonated beverages segment in North America. The company also saw a decline of 2% in volumes of carbonated drinks. This has only affirmed the fact that consumers have been ditching sugar sweetened beverages such as carbonated soft drinks and are increasingly choosing healthier alternatives such as sports and energy drinks, ready to drink teas, and carbonated water. 

The Hello Goodness initiative and the launch of organic Gatorade next year can help push customer interest and drive consumer preference towards more natural foods, giving PepsiCo a higher market share. The sports drink category is also likely to get a boost with the launch of the organic Gatorade and this will bring in new customers to this segment.

The new vending machines will be placed at several places across the United States in 2016. In addition to offering customers a considerable variety of healthy snacks and beverages, the vending machines will also display insights on real time consumer preferences as well as product nutrition information.

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