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Soft drinks enjoy a brand equity boost during the pandemic


Dive Brief:
Soft drinks were the most successful segment of the fast-moving consumer goods market (FMCGs) when it comes to growing consumer relationships during the pandemic, according to Kantar s 2021 BrandZ report. 
The category showed particular growth in terms of perceived worth despite a growing sense of price consciousness among consumers, thanks to increased innovation and equity, according to Kantar. Coca-Cola increased its value 7.4% from 2020, while PepsiCo rose 14.2% on a pandemic-fueled surge in snack demand. 
BrandZ s valuation methodology assesses brand equity through millions of consumer interviews in more than 500 categories, with a focus on how people feel about a brand as a measure of its opportunity or success. Kantar considers meaningfulness (meeting needs in relevant ways), differentiation (standing out or setting trends), and salience (coming quickly to mind) as the foundations of brand equity. ....

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