Pour Some Sugar On Me
Sep 30
One of the key decisions that marketers need to make when doing business in international markets refers to standardization versus adaptation. In order to be successful, major companies are trying to adapt as much as possible. Regarding sugar preferences and regulations around the world, companies have shown that many times adaptation is the best approach. For example, Nabisco was forced to adapt to the local preferences after introducing Oreos to the Chinese market. Among others, they reduced the amount of sugar in the Oreos, because they seemed too sweet for Chinese consumers' tastes.
When discussing about Coca-Cola and its products, there are also differences from one country to another regarding the amount of sugar and the ingredients used. For example, 100 ml of original Coke have 42 calories in the U.K. and in France, but 44 calories in the U.S., where we also benefit from an additional gram of sugar. It might not seem much, but multiply this by 10 for two oversized drinks per day, and you will see the difference in calories.
For Coke's sibling, Fanta Orange, not only the sugar content differs around the globe, but also its color and taste. The bright orange drink in the U.S. has even more calories (45.6) and sugar (12.5 g) than Coke for 100 ml. At the same time, in the U.K. and France, just to name a few countries, it includes way less sugar and its color is much closer to yellow than the American bright orange. In the U.K., incredibly, Fanta has only 28 calories and 6.9 grams of sugar, while in France, 39 calories and 9.6 grams of sugar per 100 ml, significantly less than its sugary American sibling. There are many other examples of countries where Fanta counts on less sugar and on a more savory flavor. Moreover, while European products include sugar, their American counterparts are based on high fructose corn syrup.
The examples do not end here. Take some products from an ethnic store and compare them to their U.S. made correspondents. You even have a reason to indulge in the name of research.
Have a sweet week.
Maria Petrescu, Ph.D., is Assistant Professor of Marketing at the H. Wayne Huizenga School of Business and Entrepreneurship, Nova Southeastern University. She can be reached at mpetresc@nova.edu More About the Contributor
#1 by Donovan A. McFarlane on 9/30/13 - 11:11 AM
Article Link: http://finance.yahoo.com/news/apple-passes-coca-co...
If Coca-Cola products are increasingly perceived as unhealthy, then they will not be able to sustain their brand reputation and strength into a future where increased health consciousness and values prevail unless they change their product contents and marketing and brand strategy (rebranding, repositioning, etc.).
#2 by Maria Petrescu on 9/30/13 - 2:03 PM
http://www.businessweek.com/videos/2013-09-25/coke...
#3 by Maria Petrescu on 10/3/13 - 1:19 PM
#4 by Denise S. on 10/6/13 - 9:52 PM
I read a really interesting article on “add sugars” in processed foods, please take a look at the article by Hope Warshaw for The Washington Post (link below).
Warshaw, H. (June 18, 2013). Nutrition Q & A: High-fructose corn syrup vs. sugar. The Washington Post. Retrieved from http://articles.washingtonpost.com/2013-06-18/life...
#5 by Maria Petrescu on 10/7/13 - 5:21 PM
thank you very much for sharing your experience and posting additional sources of information. You did not say whether you liked the "international" taste or rather the U.S. one?
#6 by Lazaro Hernandez on 10/14/13 - 11:21 PM
At the same time I have never considered sodas to be a healthy substitute for other drinks, I know better than that. The other soda manufacturers have the same dilemma, but that does not mean they should do anything. If done properly they might be able to attract more of those health conscience drinkers. They like other drink manufacturers will face the uphill battle as the stigma of soft drinks is that they are naturally unhealthy. I would suggest still having those not so healthy sugary drinks for those of us who sometimes look forward to a cold one and also create some lines of healthier drinks for those in the other extreme that are looking for something healthy.
As for me, I will have my soda, in moderation of course.
#7 by Lawrence Howell on 10/15/13 - 12:10 AM
#8 by Bethany Uhrinek on 10/15/13 - 10:43 AM
Have a great day!
#9 by Jina Barthelemy on 10/15/13 - 8:41 PM
#10 by Rich Gaus on 10/15/13 - 8:51 PM
#11 by Elia Ruiz on 10/15/13 - 9:30 PM
Everyday our bodies are filtering out all the acidic products that we put into them. On the pH scale soda is between 2.0-3.0, depending on which one you drink. That's VERY acidic. Why is soda so acidic? Well it has something to do with what is in it, called phosphoric acid. On the pH scale phosphoric acid is right next to battery acid, so my comment into this article would be that no matter how good coca cola markets their product, they are not good for your health.
#12 by Fady Ebaid on 10/16/13 - 6:30 PM
#13 by Maria Petrescu on 10/17/13 - 8:36 AM
I believe you are right, there are products for every taste and preferences, and moderation is usually a good advice when discussing about nutrition.
#14 by Maria Petrescu on 10/17/13 - 8:38 AM
You are right to believe that food tastes differently as a function of location. In order to be successful, companies need to adapt to local preferences and tastes.
#15 by Maria Petrescu on 10/17/13 - 8:40 AM
Yes, visiting Coca-Cola in Atlanta is a great experience and a great way to taste their beverages from around the world. Some might not seem tasty for us, but I'm sure the locals like them :)
#16 by Maria Petrescu on 10/17/13 - 8:44 AM
Do you think it is fair for companies to try to promote their products in any way they can? Legally, they are right, cereals are low-fat, burgers are sugar-free and so on :) You can also bring the argument that they disclose the nutritional facts on the package, legally obligated to do so. Of course, as you note, companies should also be more socially responsible and ethical. Do you think it is the businesses' responsibility to educate consumers or think about their health?
#17 by Maria Petrescu on 10/17/13 - 8:48 AM
You are right, sugary product taste good and everything tastes better with sugar. Consumers need to take initiative and pay attention to their health.
By the way, did you see this article about a study concluding that Oreos are as addictive as cocaine for lab rats?
http://thechart.blogs.cnn.com/2013/10/16/oreos-as-...
#18 by Allan Pickering on 10/17/13 - 8:38 PM
#19 by Nikki Carpenito on 10/18/13 - 3:17 PM
#20 by Maria Petrescu on 10/18/13 - 8:28 PM
You are right, companies produce what consumers want. Besides, even Coke pays a lot of attention to diet and low calorie drinks.
#21 by Maria Petrescu on 10/18/13 - 8:30 PM
Yes, it seems that not only the size of the drinks differs, but also their content.
#22 by Andrea Blair on 10/19/13 - 11:18 AM
Very interesting article. Thank you.
#23 by Ernesto Garcia on 10/19/13 - 6:51 PM
#24 by Maria Petrescu on 10/21/13 - 2:01 PM
thank you very much.
Yes, you are right about the "Mexico" Coke, "U.S." Coke and so on. For example, in Europe companies use mostly sugar and rather rarely corn syrup.
#25 by Maria Petrescu on 10/21/13 - 2:02 PM
interesting points. Why do you think you might like Mexican Coke?
#26 by Jonathan Santillan on 9/27/14 - 3:10 PM