Failure Case Study: Robinsons Full-Sugar Squashes; Transitioning to the post-sugar soft drinks market
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The soft drinks industry has come under increasing pressure from health trends questioning the role of sugar in beverages, with consumers increasingly embracing alternative beverages or low/no-sugar solutions. Legislative aggression is also forcing the industry's hand, leading to a need to move proactively to defend market share and innovate.
Scope
• Canadean's 2013 consumer survey revealed that nearly 56% of people were trying to limit their sugar intake, with a further 13% avoiding it entirely. Over 14% were also expressly trying to eat a moderate amount of sugar.
• Arguably, Britvic showed decisive, proactive decision-making in moving to discontinue the full-sugar line, especially given the inevitable deleterious effect that could be expected in the near to medium-term on sales with the squashes category.
• Consumers like to have the choice to consume things that are bad for them, even if they predominantly choose the better-for-you option or engage in moderation behavior with the less healthy versions. For brand such as Robinsons, making the choice for consumers by deleting full-sugar products, can lead to consumer dissatisfaction.
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