Magazine article Marketing

Coke Zero Fails to Carve Niche as Share Slumps

Magazine article Marketing

Coke Zero Fails to Carve Niche as Share Slumps

Article excerpt

Market share of Coca-Cola sub-brand falls to lowest level since launch year.

Coke Zero's share of the UK cola market has dropped to its lowest level since the first six months after its launch in 2006, according to figures obtained by Marketing.

Coca-Cola has so far invested pounds 22.7m in marketing the low-calorie variant, but its market share fell one percentage point year on year to just 2.2% in the four weeks ending 26 December 2009, according to Nielsen. It recovered slightly in January to 2.5%.

Coke Zero was the first variant added to the Coca-Cola range for 22 years. The company's aim was for it to be as big as Diet Coke within 10 years.

However, in the four weeks to 26 December, Diet Coke's market share towered above that of Coke Zero, reaching 26.8%, up by one percentage point on the same period in 2008. Despite this disparity, Coca-Cola insisted that it remained 'fully committed to Coke Zero in Great Britain'.

Experts have warned that the brand's failure to increase its market share could threaten its place on retailers' shelves. …

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