Lucozade Energy – understanding consumer attitudes to sugar reduction
Published: February 2018 This Product Case Study examines how the Lucozade brand has responded to new taxation laws on high sugary drinks that will be implemented in the UK in 2018. The report examines how the brand has responded to the new legislation through the introduction of a Zero product portfolio under its flagship brand, whilst also significantly reducing the sugar content of its core product offerings. These strategies have differed in terms of levels of success. The report highlights how consumers are concerned about sugar intake but this is not actually reflected in their consumption behavior and more importantly, consumers want to be able to make their own decisions when it comes to choosing what type of beverage they opt for - something that needs to be reflected in brand portfolios.