Consumer & Categories
Coca-Cola, Starbucks, Yili, Nongfu Spring All In... Why Sparkling Beverages Are the New Trend Accelerating Industry Giants' Expansion?
From Perrier and Schweppes to colas, the stimulating, refreshing, and addictive appeal of bubbles has made sparkling beverages a global phenomenon. Amid health trends, sugary carbonated drinks saw sluggish growth, but in recent years, giants like cola brands have sought category extensions and crossovers toward health. This has made low-sugar, low-calorie sparkling beverages an irreversible new trend. New trends bring new competition; in the new marketing environment, how can new sparkling beverage products identify innovation directions?
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