For decades, Coca-Cola’s main competitor has been Pepsi. However, in recent years Coca-Cola has faced increasing competition from non-carbonated drinks such as tea, coffee, and fruit juices. This has been especially true in Japan. In response to this growing trend, Coca-Cola has developed a new product – green tea-flavored Coke. The product targets mainly health concious women in their 20s and 30s. In response to this product, Pepsi is planning on launching basil-flvaored Pepsi. As of right now these new products are going to be sold in Japan only, however if Coca-Cola’s new bevarage is met well by customers, it will be marketed in other countries such as the United States and countries in Western Europe.
Is it possible that the global bevarage market could see a major shift in the next decade? More consumers are becoming concious about the health threats that some carbonated drinks pose, and about the benefits from drinks such as green tea. Coca-Cola and Pepsi are taking steps to make some of their carbonated products more appealing to this segment of consumers. But will this trend be concentrated mostly in Asia, or will it be a truly global phenomenon?