I mean long-term; over decades. It's my impression that Coke is everywhere, and nowhere left to expand. The market is saturated.
If people realized the harm sugary drinks do to them, they wouldn't buy any. But if they do, there are plenty with almost the same taste as Coke, but at least 2x cheaper.
To be fair, you're not wrong, as the core Coke product is saturated! It's why Coke bought VitaminWater from 50 Cent and his investors, to energy drinks like Monster as they have a huge chunk of that. Just last year, they spent $5.6B, for Body Armor, which is damn good imo.
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