When it comes to consumer penetration, carbonated soft drinks (CSDs) still are a behemoth within the U.S. beverage market. In its April 2017 report titled “Carbonated Soft Drinks – US,” Chicago-based Mintel notes that the category has a penetration of about 90 percent. Yet, with declining sales, analysts suggest that more innovation is needed to help the mature beverage category.
“In particular, suppliers will need to meet the demand for more-healthful options, varied flavors and added benefits,” the report states. “Effective engagement with iGeneration and millennials, which are increasingly ethnically diverse populations, will be central to future sales growth.”