Failure Case Study: Robinsons Full-Sugar Squashes; Transitioning to the post-sugar soft drinks market
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.
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.
Failure Case Study: Robinsons Full-Sugar Squashes is part of Canadean's Successes and Failures research. It examines the details of and reasons behind the discontinuation of Robinsons sugared squashes and the move to fully no added sugar range. It delivers the critical what?, why? and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.
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