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Coca-Cola’s aim for Generation Z
As part of its wider goal to become a "total beverage company," while overall customer satisfaction with sugary sodas continues to fall, Coca-Cola is investing more into convenience retail to attract and engage Generation Z. The company categorizes Generation Z from ages 14 to 25.
Coca-Cola is increasingly moving into the coffee and health-conscious beverage market by gobbling brands around the globe. More than half of Generation Z say they prefer stores that have a wide product selection, which is where Cola-Cola is adding with cold brew coffees, smoothies and sparkling water.
Coca-Cola is targeting Generation Z with new tomato juice and 'Sprite Lymonade'. The company is releasing a new lineup of drinks with a variety of funky flavors and names. Roughly 79 % of Generation Z trips to convenient stores are for immediate consumption items, according to a Coca-Cola fact sheet. According to a Coca-Cola fact sheet, Generation Z shoppers are more likely than others to purchase carbonated soft drinks, ready-to-drink juices and teas, packaged water, sports drinks and energy drinks.
"Younger groups like Gen Z are growing up and making more thoughtful choices — looking for brands that reflect their values around health and the environment," said Susan Gambardella, vice president of convenience retail for Coca-Cola North America.
Source: bizjournals.com
