Diet Drinks Emphasise Fashionability

Coca cola’s Diet Coke was launched in 1983. Diet Coke was then launched in 11 countries.
It is actually Diet Pepsi which leads Coca-Cola’s tab in the diet category outside the U.S.A. Just 20% of the world’s diet soft drink sales are outside of the U.S.A.
Also, low calorie drinks account for 2% to 3% of the total soft-drink market outside the U.S. and Canada. There is not such an obsession with dieting outside the U.S.A. and the U.K.
Coca Cola’s rollout is most evident in the leading markets targeted by Coca-Cola . The Japanese diet soft-drink market, for example, is 10 to 15 years behind the U.S.A, mainly due to the fact that the government sensibly yet strictly limits the amount of saccharin to that well below the level allowed in the U.S.A.
There is as such no true diet drink in Japan. Even, Diet Pepsi, introduced in Tokyo a few months ago, mainly for westerners, has 50% fewer calories than regular Pepsi-Cola .
Coca-Cola Co. did not market Tab in Japan as research showed that consumers did not like the taste of saccharin. Diet Coke is not likely to be launched in Japan until the government approves aspartame, which may happen this year, despite its adverse effects on health .
There is also a limited interest in dieting in Japan. As Japanese women do not like to show that they are dieting in front of other people, there has to be a stress on the fashionableness of the product.

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