Against the backdrop of a planned sugar tax, John Galvin, the head of Coca-Cola Germany, has observed that German consumers are increasingly opting for zero-sugar drinks. Speaking to the “Redaktionsnetzwerk Deutschland” (Saturday editions), Galvin noted that the market is trending strongly toward zero-sugar alternatives, with growth figures recorded in the double digits.
He emphasized that the beverage industry has already started reducing the sugar content in its products, stating that the trend toward zero-sugar drinks was inevitable. Galvin also pointed out that this shift is beneficial for the company itself. He explained that when consumers choose a sugar-free product, they are generally inclined to consume more overall.
The manager gave the example that someone drinking Coca-Cola Zero is more likely to opt for a second or third glass. Consequently, the corporation is investing significantly in sugar-free formulations to ensure the taste remains as close to the original as possible. Galvin concluded by stating that the company is actively pushing zero-sugar beverages and that the ongoing consumer trend confirms the viability of this strategy.
