Smaller sizes could be better
Smaller can be better in many ways. It can be more convenient and more affordable. It may contain less calories. For some, it is also more beautiful.
The merits of smaller pack sizes were highlighted in Coca-Cola’s first quarter results, most notably for China.
The benefits are also advocated by numerous health campaigners.
One industry veteran has extended this reasoning to propose that soft drinks companies follow alcohol producers in advising moderation for consumption as well.
There may still be some way to go for the industry to keep ahead of society’s changing expectations.