As streaming platforms proliferate, the way consumers digest TV has evolved. According to the Streaming Wars edition of the “Nielsen Total Audience Report,” consumers in over the top (OTT)-capable homes spend nearly 19 percent of their TV time streaming content. The market research firm points to what a large amount this is considering the youth of this digital medium. Much like consumers’ TV viewing habits, the beverage market is seeing the impact that emerging categories are having on legacy products.
A staple of the American beverage market, carbonated soft drinks (CSDs) have weathered challenges in terms of volume performance, experts note. “2019 marks the 15th consecutive year of volume declines for the carbonated soft drink category,” says Gary Hemphill, managing director of research for New York-based Beverage Marketing Corporation (BMC). “Today’s consumers want both variety and healthier refreshment, trends which have negatively impacted carbonated soft drinks.”