The topic that is most rapidly gaining traction within the CSD and energy drinks ecosystem is that of "recycling.” Signals Analytics spotted the rise of this feature which has seen a 123% increase in volume of consumer discussion over the last three months alone.
Consumer discussions over time, CSD & Energy ecosystem (US Data, April 2017 – April 2019)
The growing popularity of recyclables is part of a global trend towards environmental consciousness. Consumers strongly associate “recyclable” with “environmentally friendly,” “BPA-free,” and “organic.” Consumers are increasingly aware of the environmental impact of single-use plastics on pollution, and they are pushing back against them by turning to more ecological packaging options.
Coca-Cola steps up to the recyclable plate
In response to this public concern with the environment, Coca-Cola has revealed for the first time how much plastic it uses each year, and pledged to make its packaging more recyclable in the future. Coca-Cola is indeed in the #1 spot for consumer association with “recyclable” on social media and in product offering.
Leading competitors addressing “recyclable” as a feature in their products CSD & Energy ecosystem (US Data, May 2017 – April 2019)
PepsiCo fighting for the lead
PepsiCo holds the #2 place in the recycle race, and is working hard to catch up, revealing that major brands are taking consumer demands for “recyclable” seriously.
PepsiCo just launched a new SodaStream-style drinks machine for use with refillable bottles in offices and schools. The machine is intended to replace vending machines that sell single-use bottles to capitalize on consumer interest.
Industry leaders position themselves as supporters of the environment
Deer Park, a subsidiary of Nestle, is the market leader for “recyclable” products, although it hasn’t reached the top three places in consumer discussion on social media. Deer Park is taking a multi-pronged approach to promoting awareness of its environmentally friendly credentials.
The new bottle is made of 50 percent recycled plastic, and the brand sponsors the Great American Cleanup™ by Keep America Beautiful. Deer Park is also running a mobile education tour around the Washington, D.C. area to teach children about the benefits of bottle recycling.
Along similar lines, Coca-Cola is running a World Without Waste campaign. Through the campaign, it has pledged to help collect and recycle the equivalent of 100 percent of its packaging by 2030. The program aims to receive back one bottle or can for every one it sells. The brand also supports education to reduce littering.
Additionally, healthy energy drink brand Brain Fud has switched the packaging for its natural energy drinks from aluminum cans to recyclable, resealable tetra-pak cartons.
CSD and energy drinks have joined the recyclable bandwagon
The strength of the “recyclable” trend is evident by the way in which major brands have responded to it. Both the big players and smaller niche brands are acting to position themselves as market leaders in the “recyclable” topic. Consumer interest shows no signs of lessening, while competition continues between the major brands to dominate this field.
Written by Carole Katz
Marketing Manager at Signals Analytics
Carole has extensive experience in market analysis and research. Prior to Signals Analytics, she worked at Sodastream, where she gained valuable CPG category experience. She holds a BA in Economics and an LLB in Law.
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