"Coca-Cola is back in sustained growth, Gatorade remains dominant and more profitable than ever, and juice has stabilized with growth ahead, contradicting earlier narratives of decline."
"The shift reflects a recognition that big-company systems are built for scale, not for nurturing dozens of under-scaled brands, leading to a focus on acquiring established players."
"Health-oriented CSDs like Poppi are increasingly seen as simply flavored CSDs, indicating a broader understanding of the beverage category's stability over the past decade."
The beverage marketplace has experienced cycles of fragmentation and reinvention. Initially, it was believed that big brands were declining, leading to the creation of incubators by companies like Coke and Pepsi. However, Coca-Cola has returned to growth, Gatorade remains profitable, and juice has stabilized. The focus has shifted to acquiring brands with existing traction rather than nurturing small brands. Historical patterns show that companies often hesitate after initial disappointments, but the overall beverage category has remained stable when viewed holistically.
Read at Bevindustry
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