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Internet culture and social media are major catalysts of drink creations and trends but also platforms for scrutiny and accountability. Consumers are reacting quickly, critically and publicly to new food and beverage products. And they’ll often switch between new options or varieties, leading to higher churn rates as launches unfold in real time.
In 2025, our innovation data recorded a 28% decline in new online launches of soft drinks—an indication that manufacturers are feeling the pressure to make sure each portfolio extension earns its place. Fewer, more focused bets are reaching the market, even as consumer demand for trial and novelty remains high.
Loyalty may be fading, but the thirst for discovering flavours or ingredients creates momentum and opportunities. From viral drops to micro-launches, brands that act with agility and embrace experimentation, while navigating heightened public scrutiny, will emerge as winners.
Press play to hear from Howard Telford, Senior Global Insight Manager – Soft Drinks, on how brands can navigate and adapt to these shifts.
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