Flavour
Despite the huge growth, it is flavoured colas that are growing three times faster than unflavoured cola, bringing with it a younger consumer & more consumption moments9. 34% of consumers under 28 feel that brands that regularly release new flavours are more appealing10 however they currently only account for 7% of all cola buyers, spending the least and buying less often11. Therefore flavour presents an opportunity to drive this next generation.
More proof of the importance of flavour can be seen in the performance on Pepsi MAX®’s flavoured cola lines, which were bolstered by the launch of Pepsi MAX® Lime in June 2021. The brand’s trio of flavoured colas – Cherry, Raspberry and Lime – grew by £6.3m (+16.9%) in 2022, delivering more growth for convenience retailers than all other flavoured sugar free colas combined.12 With Pepsi MAX® being the leaders in flavoured cola13, and now with the addition of Mango, stocking the full Pepsi MAX® flavoured portfolio could see you tap into the Gen Z market and gain some key incremental shoppers.