Coca-Cola’s shift in packaging has consumers wanting one more sip.
The recent focus on smaller cans and bottles is not only generating more business—it’s leading
“When we were growing up,
So far this year, the number of mini can tractions in North America has grown 6.6 percent from last year, building on similar growth trends reported since 2013.
“The consumer wanting smaller, proprietary packages is an undeniable trend,” Douglas says.
While 12-oz. cans along with 2-liter and 20-oz. bottles still represent a large volume of the bottles and cans of
Mini can sales are also growing as consumers opt to reduce their sugar intake. In the U.S., sales of
Today, however, the
The result of this shift is that even as sales of larger-sized legacy packages decrease, like the 20-oz. bottle, the number of overall points of sale between a consumer and a seller of
“The past focus of both our company and the industry was how many gallons were sold,” Douglas says. “That’s not a good approach for anticipating and meeting consumer needs in a world exploding with choices. While this trend is just getting started, it is real and we believe the potential is great.”
More on Journey
- Our Way Forward: How We're Keeping People at the Heart of Our Business
- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience… and the Consumer
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