Consumers still want new flavors in a recessionary environment Whilst much attention has been given to consumers being concerned about their finances in 2020 and beyond because of the fear of recession brought about by COVID-19, consumers are still wanting to see new and novel flavors.
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May May July July
94% 93% 93%94% 88% 86% 86%88% 85% 82% 84% 60% 82% 84% 84% 57% 83% 83%84% 58% 82%85% 82% 82% 82% 57% 81% 81% 79% 55% 78% 78%79% 77% 77% 55% 77% 77% 75% 75% 53% 51% 73% 50% 49% 49% 49% 73% 49% 48% 48% 48% 44% 39% 33% 33%
48% 48% 36% 36% 36%36%
26% 26%
to new flavors
39% 39% 24% 24%
21% 21% 10% 10%
Europe Europe North NorthAmericaSouth AmericaSouthAmerica America
Global Global Global
Africa/Middle Asia-Pacific Africa/Middle Africa/Middle Asia-Pacific Asia-Pacific East East East
Europe North AmericaSouth America Europe Europe North NorthAmericaSouth AmericaSouthAmerica America
Source: COVID-19 survey, 2020
This shows that even in times of uncertainty, consumers want to enjoy moments of small indulgence. This is something that can be linked to consumers wanting moments of escapism to deal with the pressures of everyday life. When it comes to such products, affordability is something that will be crucial for consumers. Nevertheless, this is important for the soft drinks industry as it shows the importance of offering consumers new and novel flavors in times of uncertainty.  
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