Many consumers believe in the premise, “They are what they put in their body!” If you are in the beverage industry, no doubt you know this all too well.
Soft drinks have been consumed by Americans for generations. Now, with the focus on healthy options (eating as well as drinking), soft drinks have taken a decided back seat by many consumers, with Millennials and Generation Z leading the pack in banishing soft drinks. Bottled water is the drink of choice followed by hot/iced coffee, tea and craft-brewed beers. Hence, it is all about the flavor that is naturally and organically inspired with minimum or no sugar.
Years ago, beverage entrepreneurs and large soda manufacturers joined the race to make the best water. It was imperative to place a stake in the ground against this trend of consumer’s buying water, in some form or another, to capitalize as it continued to grow. With soft drink sales expected to continue to decline, other flavor options such as tea become a viable option. Just look at the success Argo Teas storefronts and others independents have realized as this became a popular drink alternative.
It is interesting to point out one factoid about sodas: Coca-Cola took a measure to stave some of the declines. The creation of their “Coca Cola Free Style” machine which can be seen at your favorite AMC movie theatres (as example) is a means to reinvigorate soda options with no sugar or low calorie options mixed with your favorite Coke product. After all, there are still a few soda drinkers in the marketplace!
In keeping with trends, college age students (Gen Z) are label readers, just like their Millennials counterparts. Keeping it simple is they key! They tend to stray away from labels with non-recognizable components, preservatives and/or artificial ingredients. Capture them with wording of “all natural” and “low calorie.” Of course, this must be an accurate statement! Other reasons to purchase may include one or more of the below:
- Friends/family recommendation
- Free samples
- Healthy option
- On-sale or promotional discount offer
- Good flavor profile with low calorie
Ironically, college students use sodas as their go-to when mixing drinks. So, not all is lost if you are in the soda game. You just may want to focus on those occasions where a soft drink can fit into their lifestyle. Experiment with flavors and low calorie options.
It doesn’t hurt to have your own local focus group of college students signed up to test upcoming products or review products in development. This could give you a leg up on competition and being able to bring new products to the market ahead of the large manufacturers. Besides, many in the Gen Z and Millennials age groups love the underdog who is smaller and developing products especially with them in mind. Use social media to talk about your company’s practices and sustainability goals, too.
Adele Lassere is a marketing/advertising consultant, freelance writer and author of “Elements of Buying” (a self-help advertising guide); available at Amazon.com. Adele was listed as Black Enterprise’s 2016 Women of Power in Advertising & Marketing and 2013 Top Women Executives in Advertising & Marketing. Contact: [email protected]
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