Dante Carrillo
The soft drink industry has been undergoing a shift in recent years, with consumers increasingly seeking out low-sugar or sugar-free options. This shift in consumer behaviour has been accelerated by the COVID-19 pandemic, which saw a rise in demand for canned drinks. As a result, many companies have begun to phase out their diet drinks in favour of new branding and formulations that emphasise their low-sugar or sugar-free content. This trend has been reflected in the product offerings of major beverage manufacturers, including PepsiCo and Coca-Cola, who have expanded their portfolios to include sparkling water and soda options that promote gut health. While some consumers may be hesitant to purchase drinks containing aspartame due to health concerns, major companies have reaffirmed their commitment to using this sweetener. Despite the shift in branding, consumers can still find and purchase diet sodas, although they may need to look beyond their local stores and explore online options.
| Characteristics | Values |
|---|---|
| Diet Pepsi is hard to find due to | A shift in consumer perception of the word "diet" |
| The rebranding of "diet" drinks to "zero sugar" | |
| The COVID-19 pandemic | |
| A shortage of aluminum cans | |
| A shortage of caffeine-free Pepsi | |
| The World Health Organization's announcement that aspartame is "possibly carcinogenic to humans" |
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What You'll Learn
Diet Pepsi is rebranding to Pepsi Zero Sugar
PepsiCo has been investing in its zero-sugar offerings over the past few years, and in 2016, it rebranded Pepsi Max as Pepsi Zero Sugar. The company has also introduced zero-sugar versions of other drinks, such as Mountain Dew Frost Bite and Sierra Mist. In January 2023, PepsiCo reformulated Pepsi Zero Sugar in the United States to reduce caffeine, remove ginseng, and tweak the sweetener system.
The shift from "diet" to "zero sugar" is more than just a change in nomenclature. It reflects evolving attitudes towards dieting as a concept, with younger consumers shunning diet culture and seeking healthier alternatives. This trend has prompted soda makers to de-emphasize diet branding and focus on zero-sugar offerings.
The rebranding of Diet Pepsi as Pepsi Zero Sugar is part of a broader industry trend. Brands including Canada Dry, 7Up, A&W, and Sunkist, made by Keurig Dr Pepper, have also replaced "diet" with "zero sugar" on their labels. Dr Pepper still offers a diet version, but it has also debuted a zero sugar option, along with zero sugar versions of Dr Pepper Cherry and Dr. Pepper.
While the name is changing, it is worth noting that Diet Pepsi and Pepsi Zero Sugar are not identical products. They have slightly different ingredients and tastes. For example, Diet Pepsi contains the sweetener acesulfame potassium, which is not present in Pepsi Zero Sugar. On the other hand, Pepsi Zero Sugar contains calcium disodium EDTA, a food additive for preserving flavour, colour, and texture, which is absent in Diet Pepsi.
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Consumers prefer zero sugar to diet
Consumers' evolving attitudes towards dieting and health have led to a shift in the soft drink market. The word "diet" has fallen out of fashion, particularly among younger consumers, who find the term unappealing. As a result, companies like PepsiCo and Coca-Cola have responded by rebranding their products to emphasise the absence of sugar rather than the "diet" aspect. This shift is reflected in the rebranding of "Pepsi Max" to "Pepsi Zero Sugar" in 2016, signalling a change in marketing strategy.
The preference for "zero sugar" over "diet" is not just a matter of semantics. Consumers are increasingly conscious of their sugar intake and are actively seeking lower-sugar alternatives. This trend is not limited to soft drinks, as companies like Olipop and Poppi have emerged with "a new kind of soda" that promotes gut health and contains fewer calories. The success of these brands highlights consumers' willingness to explore healthier options.
The shift away from "diet" drinks is also influenced by health concerns related to artificial sweeteners. Aspartame, a common ingredient in zero-calorie drinks, was deemed "possibly carcinogenic to humans" by the World Health Organization. This announcement may have caused consumers to reconsider their choices, even though the United States Food and Drug Administration disagreed with the WHO's assessment. The news may have contributed to consumers' hesitation to purchase "diet" drinks, even if companies like PepsiCo and Coca-Cola have stated their intention to continue using aspartame.
While "diet" drinks are not entirely absent from the market, their prominence is diminishing. The shift towards "zero sugar" branding is a strategic move by companies to attract a wider range of consumers, especially the younger generation. This rebranding aligns with the current health and wellness trends, where consumers are increasingly conscious of their sugar intake and overall wellbeing. By emphasising the absence of sugar, companies hope to appeal to health-conscious consumers who may have previously been turned off by the "diet" label.
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Aluminium can shortage
The aluminium can shortage can be attributed to a combination of factors, including changes in consumer behaviour, pandemic-related disruptions, supply chain issues, and industry trends.
During the COVID-19 pandemic, consumers increasingly opted for aluminium cans over plastic bottles due to their environmental benefits. The closure of bars, breweries, and restaurants further contributed to the demand for canned beverages as people were confined to their homes. This shift in consumer behaviour led to a significant increase in the demand for aluminium cans, catching the industry off guard.
The pandemic also disrupted global supply chains, impacting the production and supply of aluminium cans. Additionally, the popularity of hard seltzer beverages, which are predominantly packaged in aluminium cans, further exacerbated the shortage.
To address the shortage, manufacturers like Ball Corporation have been working to expand their production capacity by installing new production lines and constructing additional plants. However, the aluminium can shortage is projected to persist for the next few years, affecting various industries that rely on this packaging material.
The shortage has forced soda companies, including Pepsi, to prioritise their most popular drinks to ensure they can continue supplying their customers. As a result, certain varieties of beverages, such as Diet Pepsi, may become harder to find in stores.
Furthermore, the surplus supply of aluminium is uneven, with specific alloys used for specialised products, such as aluminium cans, remaining in short supply. This disparity in availability contributes to the ongoing challenge of meeting the high demand for aluminium cans.
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Increased demand during the pandemic
While the COVID-19 pandemic did not directly cause the shortage of diet soda, it did play a role in increasing the demand for canned beverages, including Diet Dr Pepper. During the pandemic, consumers opted for in-cans and multi-pack products that could be conveniently consumed at home. The lightweight and portable nature of cans made them a popular choice. This shift in consumer behaviour led to a 9.2% increase in sales for Dr Pepper in 2021 compared to 2020, illustrating the heightened demand. The increased demand for diet sodas, coupled with the launch of Zero Sugar in 2021, may have contributed to the perception of limited availability of Diet Dr Pepper on store shelves.
The pandemic also influenced a change in consumer preferences, with a growing emphasis on health and wellness. This trend encouraged soda manufacturers to explore alternatives to traditional sugary drinks. For example, PepsiCo (PEP) and Coca-Cola introduced sparkling water brands like Topo Chico and Bubly, respectively. The focus on health and reduced sugar consumption may have further contributed to the demand for diet sodas during and after the pandemic.
Additionally, the pandemic may have accelerated the shift in consumer attitudes towards the word "diet." The term "diet" has fallen out of favour, especially among younger generations, with zero sugar options becoming more appealing. This shift in semantics and branding could be a factor in the perceived shortage of diet sodas, as companies transition their product lines to align with consumer preferences.
The pandemic may have also impacted the supply chain and production capabilities of beverage companies. While this impact was not explicitly mentioned in relation to diet sodas, it is reasonable to assume that the pandemic could have caused disruptions in the availability of certain products, including diet sodas, due to production and distribution challenges.
In summary, while the COVID-19 pandemic was not the sole cause of the diet soda shortage, it likely played a role in increasing demand for canned beverages, shifting consumer preferences towards health and wellness, and accelerating the move away from the term "diet." These factors, combined with potential supply chain disruptions, may have contributed to the perception of limited availability of diet sodas, including Diet Dr Pepper, during and after the pandemic.
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Aspartame deemed possibly carcinogenic by WHO
Aspartame, one of the most common artificial sweeteners in use today, has been the subject of cancer risk assessments by the International Agency for Research on Cancer (IARC) and the Joint FAO/WHO Expert Committee on Food Additives (JECFA).
In June 2023, the IARC classified aspartame as possibly carcinogenic to humans (Group 2B), based on limited evidence for cancer in humans (specifically, hepatocellular carcinoma, a type of liver cancer), limited evidence in experimental animals, and limited evidence on the mechanisms for causing cancer. This classification is intended to assess the potential hazard of a substance, based on all the published evidence, and does not consider the amount of a product that can be safely consumed.
The JECFA, on the other hand, concluded that the data did not provide a sufficient reason to change the previously established acceptable daily intake (ADI) of 0-40 mg/kg body weight for aspartame. For example, an adult weighing 60-70 kg would need to consume more than 9-14 cans of a diet soft drink containing 200-300 mg of aspartame per day to exceed the ADI. JECFA's risk assessments determine the probability of a specific type of harm, such as cancer, occurring under certain conditions and exposure levels.
The WHO has stated that the findings of limited evidence of carcinogenicity in humans and animals underscore the need for more research to refine the understanding of whether aspartame consumption poses a carcinogenic hazard. The IARC and JECFA evaluations were based on scientific data from various sources, including peer-reviewed papers, governmental reports, and regulatory studies, and both committees have ensured the independence and reliability of their evaluations.
While the debate over the safety of aspartame continues, it is important to note that aspartame is still widely used in many products, including soft drinks, chewing gum, and medicines.
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Frequently asked questions
Diet Pepsi is hard to find because of the shift in consumer perception of the word "diet". The term has fallen out of fashion, especially for younger people. As a result, beverage companies like PepsiCo are rebranding their diet drinks as "zero sugar" drinks.
No, Diet Pepsi is not being discontinued. Despite the shift in branding, PepsiCo has stated that it does not plan to change its product portfolio relative to its use of aspartame.
The absence of Diet Pepsi is not related to COVID-19 supply chain issues. However, there was a shortage of aluminum cans, which may have caused soda companies to prioritize their most popular products.
Diet Pepsi can be found at Walmart in 12 fl. oz cans. It is also available on Amazon, although some sellers are taking advantage of the limited supply to mark up prices.
