When walking through the aisles of retail stores, one might notice how different the consumer packaged goods (CPG) environment is compared with previous decades. Emerging brands and categories have contributed to the SKU proliferation that is impacting shelf space. The market also is seeing how the established categories are adapting to the new environment.
Although the carbonated soft drink (CSD) market remains one of the leading categories when it comes to dollar sales, it has faced some challenges within the past few years. According to data from Chicago-based Euromonitor International, the CSD category saw dollar sales of $36.8 billion in 2014. This is down from the $39.2 billion the category experienced in 2012, it reports.