When it comes to diet sodas, there are many different brands to choose from. If you own a store and are wondering which of these brands to carry, then you’re going to have to figure out which brand your target market is most likely to purchase.
In this article, we will discuss the target market for Diet Coke and why it is such a popular choice among consumers. We will also look at some of the competition that Diet Coke faces in the soda industry and find out why it continues to be a top performer.
So, if you’re looking to learn more about Diet Coke’s target market, read on!
Who is the Target Market for Diet Coke?
One of the best ways to understand the target market for diet coke is to understand why people choose Diet Coke over other forms of drinks including other types of coke.
This understanding gives us the following segments of the diet coke market:
- People who love the taste of diet coke
- People who would like a low-calorie drink
- People who think that diet coke is healthier
- People who think that diet coke will help them lose weight
- People looking for an energy booster
- People looking for a caffeine-kick
- People looking for a non-alcoholic drink at a party
Let’s look closely at each of these market segments.
#1. People who love the taste of diet coke
Enjoying the taste of Diet Coke is likely the number one reason a person would choose to drink it over other sodas, including regular Coke, making them a prime member of the target market for diet coke.
When comparing the flavor of Diet Coke to regular Coke, the number one difference between the two is the use of real sugar in Coke versus artificial sweeteners like aspartame in Diet Coke.
Aspartame is much sweeter than regular sugar, giving Diet Coke a different flavor than regular Coke.
The difference in the flavor of the two sodas has led people to become devotees to one or the other, regardless of nutrition or caffeine amounts.
#2. People who would like a low-calorie drink
One of the main reasons someone may choose to drink a Diet Coke instead of a regular Coke is because of its lower calorie content. The calorie content in this sweet, bubbly drink is next to nothing, while a serving of regular Coke contains around 140 calories.
This information is the driving force for many die-hard Coke drinkers to switch from drinking regular Coke to Diet Coke. Diet Coke is the clear choice for many soda drinkers when reaching for a tasty option that is low in calories.
#3. People who think that diet coke is healthier
Diet Coke is considered the healthier choice when it comes to choosing between Diet or regular Coke.
People who drink Diet Coke may do so because after having reviewed the nutritional information, they found that compared to regular Coke, there are fewer calories, sugar, sodium, and carbohydrates in a can of Diet Coke.
For those that drink multiple servings of Coke in one day, there is likely concern about the number of calories, sugar, and carbohydrates being ingested daily.
People who consume Diet Coke will feel better about choosing the healthier option between the two, meaning they can still enjoy the classic flavors of the soda without guilt.
#4. People who think that diet coke will help them lose weight
This segment of the target market for diet coke includes people who want to drink soda but think that by drinking the diet version, they will be able to lose weight or at least not gain any.
These people may have read somewhere that aspartame can help with weight loss or management and believe that if they drink Diet Coke instead of regular Coke, they will see results on the scale.
#5. People looking for an energy booster
From time to time, everyone feels the need for an energy boost. For some, this comes in the form of coffee while others may turn to an energy drink. For many others, it’s a caffeinated drink like Coke or Diet Coke.
Caffeine is a natural stimulant that can be found in both regular and Diet Coke and many people turn to these drinks when they need an energy boost to help them get through the day.
#6. People looking for a caffeine-kick
For people that drink soda for the caffeine, Diet Coke may be the choice for many who want a low-calorie way to consume caffeine.
At around 46 mg per 12-ounce can, Diet Coke contains less caffeine than a 12-ounce serving of coffee, which has around 140 mg.
If drinking coffee makes someone a little jittery, the quantity of caffeine in a Diet Coke might just be the perfect amount to give the consumer a little caffeine kick.
For comparison, Diet Coke has more caffeine than regular Coke, which is around 34 mg of caffeine for the same serving size.
This makes people looking for a quick caffeine fix, a good target market for diet coke.
#7. People looking for a non-alcoholic drink at a party
Nobody wants to be empty-handed at a party, even when they choose not to imbibe in alcoholic drinks.
People who enjoy the flavor of Diet Coke may choose to nurse a carbonated glass of Diet Coke poured over ice instead of a cold beer.
For people who only drink Diet Coke or any soda once in a while, a party is a perfect excuse to indulge in a frosty can.
For those that are avoiding questions of whether they are drinking alcohol or not, the color and smell of Diet Coke are unmistakable, and no one else will know whether or not it is mixed with some rum or whisky.
The most obvious segment of the target market for diet coke includes people who love the taste of diet coke. Next, it includes those who would like a low-calorie drink, who think that diet coke is healthier, and who think that diet coke will help them lose weight.
This market also includes those who turn to a diet coke as an energy booster, those looking for a caffeine-kick as well as those looking for a non-alcoholic drink at a party.
In short, this market is made up of those who want the benefits of a regular coke but not some of its most know drawbacks.