According to this news account, Coca-Cola Enterprises recently issued a report describing ways it can increase sales over the next five years in the United Kingdom.
One category “Complete the Meal” notes that breakfast is often referred to as the most important meal of the day, with about a quarter of all drinks being consumed before 10 a.m.
The report explores ways to motivate people to make soft drinks, such as smoothies and juices, part of a consumer’s morning ritual in the same way as tea or coffee.
Since soda consumption has plummeted in the U.S. and other developed countries due to consumer concern about obesity, Coca-Cola and other soft drink companies are desperate to increase sales.
“To combat criticism, Coca-Cola Co. began airing TV ads this year that explain what it’s doing to fight obesity. The Atlanta-based company and rival PepsiCo Inc. are also working on making better-tasting diet sodas that use natural sweeteners.”
To mitigate their image problem, Coca-Cola is airing its two-minute propaganda ads during the highest-rated shows on CNN, Fox News and MSNBC.
According to Beverage Digest, the soft drink industry has been in decline since 1998. In an attempt to compensate for lackluster sales, soft drink companies are pimping sports drinks and bottled waters.
The growth in Coca-Cola’s soda business over the past 15 years has been exclusively derived from low and no-calorie drinks, such as Coke Zero.
“Diet sodas now account for nearly a third of its sales in the U.S. and Canada. Sports drinks and bottled water have also increased sales.”
The report issued by Coca-Cola also notes that there are no soft drinks in the United Kingdom designed as “relaxation” drinks, as there are in Japan and the U.S.
“Without specifying any brands, it notes that drinks containing melatonin are expected to exceed 300 million liters of consumption in the U.S. by 2014.”
The report also suggest other ways to increase sales include making soft drinks a pick-me-up at work or providing the right range of packages at the right prices for teens at places such as the movies.
The report adds that the “Daytime At Home” category is largely untapped for the soda industry, with tap water and hot drinks being the most common beverages at home.