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Consumer Products

The following excerpt is from eMarketer's report:“CPG Focus—Beverages: Emerging Mobile and Social Strategies”

As the market for beverages continues to fragment and brand extensions grow, brands are jockeying for position on store shelves and competing for consumers' attention in social media.

While plenty of beverage purchase decisions are impulse buys, it's not just about engaging consumers at the point of purchase. Marketers are working to increase their connections with consumers prepurchase. This report examines how brands are using social and mobile to strengthen the connection from awareness to conversion, and whether mobile can be an effective tool to keep consumers from detouring along the path to purchase.


  • How is consumers' use of social and mobile influencing the way in which beverage brands market?
  • What strategies work best to create brand awareness?
  • How are marketers using apps to create awareness? Are brands and consumers on the same page when it comes to the value of a mobile-branded app?
  • Can mobile be the bridge from awareness to conversion in the beverage category?

Challenges in the Beverage Industry

The beverage aisle offers consumers a vast array of choices—carbonated or still; diet; teas, fruit juices and fruit-flavored teas; caffeine-free or super-caffeinated energy drinks; vitamin-enhanced water, or just plain H20—and the products have proliferated as consumer demand has increased.

Carbonated soft drinks—the largest players in the beverage category, as well as the flagship products for the largest beverage producers, The Coca-Cola Co. and PepsiCo—have been facing an onslaught of scrutiny from health advocates in recent years and have experienced sales declines. Meanwhile, juices, energy drinks, bottled teas and enhanced waters have increased their market share.

The full text of this report is available to eMarketer corporate subscribers only.

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