Chosen Company: The Coca-Cola Company

Over the years, Coca-Cola has substantially diversified its product portfolio to meet the evolving consumer demand for healthier alternatives. With a strong commitment to sustainability and innovation, the company has been actively focusing on reducing sugar in its beverages, which aligns with the increasing trend of health-conscious consumers seeking low-sugar or sugar-free options (The Coca-Cola Company, 2024).

Category Segment Within the Company

I chose the sugar reduction category, which includes products like Coca-Cola Zero Sugar, Diet Coke, and other low-sugar alternatives. As consumers become more health conscious, Coca-Cola has adapted by reducing sugar content and offering healthier options. This category is growing in importance, reflecting the shifts towards healthier lifestyles, making it an intriguing area to explore for my consumer behavior analysis.

To conduct my research, I plan to use credible resources such as:

• Consumer and Market Research Reports will provide insights into consumer behaviors and industry trends, explicitly focusing on sugar reduction and healthy eating trends. 
• Beverage Industry Analysis Reports detail the industry’s performance, market trends, competitive landscape, and forecasts. They will provide insight into the broader soda market, how it’s evolving, and the impact of health trends on industry players.
• The Coca-Cola Company’s Annual Sustainability Report: Sugar-Reduction includes details on product innovation, consumer health initiatives, and marketing strategies to promote healthier beverage options. I believe this resource will be crucial in understanding Coca-Cola’s commitment to sugar reduction and aligning its strategy with consumer demand for healthier beverages (Coca-Cola Company, 2024).

By focusing on Coca-Cola and its sugar reduction efforts, these resources will help me analyze consumer behavior, identify key market trends, and understand Coca-Cola’s strategies to address these changing demands.

Resources:

The Coca-Cola Company. (2024). Driving Choice & Reducing Sugar | In Our Products. The Coca-Cola Company. https://www.coca-colacompany.com/sustainability/in-our-products/sugar-reduction