For the past several years, the beverage industry has faced an evolution in consumer demand. A consumer drive toward maintaining overall health and wellness has impacted several categories, particularly carbonated soft drinks (CSDs). CSDs are working to maintain profitability, innovate new products that appeal to new demands and create engaging content for their already brand-loyal consumers.
However, market research shows that the U.S. market for CSDs continues to struggle. “CSD was the largest category in the U.S. soft drinks market in 2015 with 36.54 percent market share and a value of $58.35 billion,” says Lead Analyst of food and beverage for London-based Technavio Vijay Sarathi. “However, it has experienced decline in its revenue and volume due to worries among consumers of the calorie and sugar content.”