WHERE THE BETTER-FOR-YOU AISLE GROWS NEXT

Summary from the TLDR Marketing newsletter

A study of 100 better-for-you drink buyers found a major retention problem, with 35% no longer regularly buying any of the five brands studied. Retention was stronger when a drink replaced something specific, like soda, rather than water or nothing. OLIPOP retained 65% of buyers who used it instead of soda, compared with 25% who replaced nothing. Liquid Death could similarly position itself as an alternative to beer in social settings. Brands should focus on the specific habit they're replacing while addressing barriers like packaging and distribution.