What is Coca-Cola’s sales strategy to attract women and seniors with its affordable single-drink size?

In response to recent social changes, Coca – Cola has recategorized cans of 160ml or less and PET bottles of 350ml or less, which it had been selling for some time, to strengthen sales. The product is aimed at women and seniors who feel that the regular size is too much, and will appeal to women and seniors as an easy-to-purchase, moderate-sized product.

The charm of “affordable”, perfect for bulk purchases

Consumer needs for beverages are changing due to recent changes in social conditions. The Coca – Cola Company has positioned cans of 160 ml or less and PET bottles of 350 ml or less as “affordable” sizes, and has been strengthening sales since 2023.

　The reason we started promoting the same size was the impact of the continued rise in food prices since the coronavirus pandemic. As price increases have increased consumers’ awareness of protecting their lifestyles and the number of customers at supermarkets has been sluggish, the company proposed a new strategy to strengthen sales promotions for mini cans and mini PET bottles.

Affordable” literally means “comfortable”, but Coca – Cola sees three benefits to the word “affordable.”

　The first point is “ease of purchase and economy.” In particular, in the case of mini cans, the retail price is within the affordable range, so you can expect to buy not only single items but also bulk purchases.

The second point is “appropriate amount/drink size.” Regarding the regular size, there are comments mainly from women and seniors that “It’s too much to drink,” “It’s delicious when you open it, but the carbonation gradually goes out” and “I don’t want it to get lukewarm halfway through.” However, in the case of mini size, these dissatisfaction points can be solved.

　The third point is the ease of carrying and size. Particularly after the coronavirus pandemic, there has been an increase in occasional consumption at home for the purpose of refreshing and changing the mood, and the affordable size of “Affordable” fits such needs. Also, its small size makes it convenient to carry.

Source :Diamond chainstore 15th Mar 2024.