Progressive Grocer - May 2010 - (Page 52)

Grocery Summer Quenchers As the weather grows warmer, manufacturers of a variety of soft drinks gear up to tickle the taste buds — and capture the dollars — of thirsty consumers. By Bridget Goldschmidt hat will people be drinking this summer? A few consumer research reports point the way toward certain trends. Although a recent study conducted by Rasmussen Reports and publicized by the American Beverage Association found that 56 percent of Americans oppose a tax on soft drinks, the Beverage Marketing Corp. noted that per capita consumption of carbonated soft drinks has declined for the past 11 years, which groups such as the Center for Science in the Public Interest (CSPI) attribute to consumers’ growing awareness that non-diet sodas can contribute to weight gain, along with such other factors as the rise of bottled water, high unemployment rates and bans on the sale of soft drinks in schools. Further, according to a study conducted in February by global advisory firm AlixPartners, LLP, nearly three in four U.S. consumers plan to spend the same or less on non-alcoholic beverages for at least 12 months, with carbonated soft drinks the most affected — almost 25 percent of consumers polled nationwide said they intend to reduce consumption of such beverages, which amounts to a potential $1.3 billion in lost revenue for the category. Still, when temperatures climb, people reach for cold drinks, so manufacturers of non-carbonated beverages, especially those offering better-for-you or functional attributes, are well placed to offer soda-avoiding consumers viable and tasty alternatives. Soft drink giant Coca-Cola is drawing international attention to one of its brands this summer 52 • Progressive Grocer • May 2010 W with the launch of the first global marketing campaign for Powerade, which has teamed up with the Fédération Internationale de Football Association (FIFA) to feature the sports drink prominently at the 2010 World Cup soccer tournament in Johannesburg, South Africa, which kicks off next month and runs through July 11. In addition to being “Chosen by FIFA to Hydrate 2010 FIFA World Cup Players,” Powerade will show off a newly designed sports drink bottle at all of the tournament’s games, while a comprehensive marketing campaign, “Keep Playing,” encompasses an interactive Internet experience for consumers, packaging, point-of-sale materials, and themed merchandise and signage. A H E A D O F W H AT ’ S N E X T “The FIFA World Cup is the biggest sporting event in 2010 and an incredible platform for us to showcase the brand to a worldwide audience,” says Mark Greatrex, SVP, still beverages at Atlanta-based Coca-Cola. “This is a major milestone for the Powerade brand and an indication of the importance of the sports drink category in our portfolio of beverages.” The Coca-Cola Co. is one of the longeststanding corporate partners of FIFA, with a formal association going back to 1974. Other items from Coca-Cola that stand a good chance of satisfying thirsty consumers this summer are new “picnicfriendly” 18.5-fluid-ounce plastic bottles of Gold Peak Tea in Sweetened, Unsweetened, Diet and Lemon varieties; a nationally launched 59-ounce carafe of Gold Peak Chilled Tea; and Minute Maid Enhanced Chilled Juices and Juice Drinks in 12-fluid-ounce single-serve bottles in Pomegranate Blueberry, Pomegranate Lemonade and Strawberry Kiwi flavors that offer such healthful ingredients as real fruit juices, brainand body-nourishing omega3/DHA, antioxidant vitamins C and E, and energy-boosting yerba mate. The Naked Truth Even as Coca-Cola cranks up its formidable marketing machine, however, the shifting consumer tastes uncovered in the research cited above are affording smaller soft drink manufacturers the opportunity to familiarize themselves with the public through unique offerings.

Table of Contents for the Digital Edition of Progressive Grocer - May 2010

Progressive Grocer - May 2010
Nielsen’s Shelf Stoppers/ Spotlight: Candy/Non-ChocolateCandy
Super 50: Steadfast Leaders
The Lempert Report: ConAgra, Celebs Battle Child Hunger
Best Practices: Starting at the Top
Wake-up Call: Coupons Make a Comeback
Store of the Month: Roots and Wings
Harold Lloyd on … Making a Difference: Why Work as a Clerk?
Experience at Large: Put Your Best Customers to Work
Confection: Sweetening the Pot
Tea: Brewing up Sales
Non-alcoholic Beverages: Summer Quenchers
Summer Grilling Special: What a Gas!
Produce: Local and Lovin’ it
IDDBA Show Preview: Recipe for Success
Trends: The Summertime Freeze
Meats & Cheeses: Brown-bagging Sales
Food Industry Insights: Leadership for the Future
Tech Toolbox: A Look at the Latest Solutions
Out of the Box: The Latest Tools of the Trade
Roundtable: The Executioners
Foodservice: Green Machines
What’s Next: Editors’ Picks for Innovative Products

Progressive Grocer - May 2010