Mid-Calorie Sodas – Successful or Not?
August 13, 2012 1 Comment
It’s been over a year that Pepsi Next has first launched in test markets, and almost six months since it’s been available nationally in the United States. Dr Pepper 10 will also soon be lapping it’s one year national launch in the market place. These national launches proves that Pepsi and Dr Pepper both believe in the viability of the mid-calorie cola segment. However, what are the results of this launch, and can it be considered a success so far?
For Pepsi Next, results so far can be considered average at best. Wall Street Journal reported the Next to have gained 1% market share on US dollars (link here), although product reviews indicate that the aftertaste (end part of the Pepsi Next’s taste curve) is unpleasant and definitely feels like the artificial sweeteners (link here). In spite of all this, Pepsi has launched two (limited for the summer) line extensions of the mid-calorie soft drink: Paradise Mango and Cherry Vanilla (pictured above). That said, the launch can be considered a success so far, but the real test is converting these initial trail users into returning customers.
The line extensions and the continued advertising support for Pepsi Next would be much needed in order to help the brand sustain its momentum. After all, it takes some time for a product to be accepted in the market – remember that it took Coke Zero & Pepsi Max a few years and some trying rebranding and repackaging before it caught on with consumers? Beyond that, let’s hope for more products to enter the mid-calorie segment, and bring more attention to the category.
For Dr Pepper 10, test results have been similar to Pepsi Next. On the Dr Pepper 10 alone, sales nationally have been strong enough to offset the declines across Sun Drop and 7UP. And as the one year anniversary for Dr Pepper 10 approaches, they have already worked on releasing five additional 10 calories colas. The 7UP 10, A&W 10, Canada Dry 10, SunKist 10, and RC 10 are currently in test markets and some of these flavors should make it national (my bet is on the 7UP, A&W, and Canada Dry).
Overall, it would appear that there are two main players in the mid-calorie segment right now between Pepsi Next and Dr Pepper 10. Coca-Cola has been reported to be trying a mid-calorie version of Sprite and Fanta in key test markets as well. This segment will only continue to grow as consumers become more and more health conscious. However, in order to make it a success, the main issue of taste must be addressed, since consumers likely wouldn’t sacrifice taste for calories.
And beyond that, let’s hope it makes it way up north to Canada so we don’t have to drive across the border to find some mid calorie beverages.