Several key trends will shape the soft drink category in 2025, according to Coca-Cola Europacific Partners (CCEP). All of which will drive innovation, which in turn, will continue to help the category grow as it adapts and evolves to consumers’ needs.
As we head into the new year, Kate Abbotson, senior communications manager at CCEP, emphasises the importance of collaboration: “By aligning their strategies and working together, retailers and brands can effectively tap into key trends and create a dynamic shopping environment that meets the evolving needs of consumers. This collaboration will not only enhance the overall shopping experience but also pave the way for sustained growth and success in the market.”
CCEP highlights health and wellness as a primary trend in 2025, encouraging retailers to prioritise stocking up on low and zero-sugar soft drinks alongside their core range.
“Retailers can collaborate with brands to highlight low-sugar and functional beverages through targeted in-store promotions and health-oriented sections. By creating a dedicated space for these products, stores can cater to health-conscious shoppers and drive incremental sales,” says Abbotson.
Flavour innovation will also remain an evergreen trend in soft drinks, but Abbotson explains that innovation isn’t just the domain of new entrants and challenger brands. “Powerhouse brands in key segments have a major role to play in bringing credible launches to market; these deepen loyalty from existing shoppers and attract new consumers into the category, at different points throughout the year.”
She adds that there is always scope for new twists on classic favourites, provided they’re rooted in real shopper insight. For example, Coca-Cola Lemon, which addresses the demand for more flavour variety in colas, was introduced in Great Britain in February 2024. Both Coca-Cola Original Taste Lemon and Coca-Cola Zero Sugar Lemon have already become the top soft drink launch of the year, according to Nielsen.
Limited editions and personalisation will also play a key role in capturing shoppers’ imaginations and driving sales in 2025. “A great example of this is our Coca-Cola Creations platform, which saw us partner with OREO® this year. The platform is a proven success: more than a quarter of shoppers who’ve bought a Coke Creations in the last year were new to Coca-Cola Zero Sugar. We recognise how important it is to keep bringing new twists to the classic Coca-ColaTM flavour for consumers to enjoy,” says Abbotson.
This year, CCEP rolled out its Diet Coke ‘Give Yourself a Diet Coke Break’ campaign, featuring personalised cans with up to 150 names. The company says connecting with consumers through innovative, personalised packaging can increase sales on existing lines.
Moreover, consumers are increasingly aware of the enviromental impact of packaging, with many now choosing their soft drinks based on their recyclability and the use of recycled materials. With that in mind, CCEP highlights that it will be important for stores to continue to dedicate space on the shelf to those products with the strongest sustainability credentials.
The company is encouraging retailers to work closely with brands to promote eco-friendly initiatives. “Joint efforts to showcase products with sustainable packaging, such as those with attached caps and 100% recyclable plastic, can resonate with environmentally conscious consumers,” Abbotson says.
Additionally, harnessing the power of good in-store activations will continue to help retailers make their stock come alive and draw in shoppers as they look for major brands as a ‘signpost’ to the product they want.
CCEP advises that retailers ensure brands like Coca-Cola, Fanta, Monster, Schweppes and Costa Coffee RTD are merchandised in high visibility locations.“One key area of focus will be the integration of technology to enhance the shopping experience. Retailers should look at ways they can partner with brands to implement interactive digital displays to engage shoppers in a more immersive shopping experience,” Abbotson adds.
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