Coca-Cola targets Malaysia’s health-conscious drinkers with Sprite NPD

Soft-drinks giant The Coca-Cola Co. has Malaysian demand for healthier options in its sights.

The company’s local subsidiary has added a new product to the range of Sprite drinks on sale in the south-east Asian country that should appeal to consumers looking for lower-sugar and functional beverages.

Sprite Lemon+ is a zero-sugar variant that also contains vitamin B3. Malaysia is the third major regional market for the product, which Coca-Cola has launched in Thailand and in the Philippines in the last 12 months.

Drinks such as Sprite Lemon+ are positioned as guilt-free indulgences that can tap into consumer demand for healthier options than conventional drinks without having to compromise on their craving for CSDs.

As restrictions on mobility after Covid eased, CSD sales in Malaysia grew by 11.1% in value terms in 2022, helped by a 5.7% rise in volumes. The category is forecast to grow by 8.8% in value terms this year.

However, the low-calorie segment is forecast to post a double-digit CAGR in volume terms between 2022 and 2027 in Malaysia, suggesting stronger demand for healthier options.

That trend is, in part, driven by younger, health-conscious consumers in Asia-Pacific markets searching for ‘better-for-you’ options when buying soft drinks.

Just Drinks