Coca Cola brand is not a competitve advantage anymore! if CCA got the fundamental wrong, page-6

I agree with alot of the views in this thread.

The concern for the new wave of health conscience consumers is quite real. CCL will need to provide more "healthy" alternatives or will suffer a declining sales baseline. They should/could release a product to capture some of the growing health market share.

However I believe sales would only decline to a certain point, as there would be a "natural ceiling" to consumers who can afford and would be willing to seek more expensive and healthier alternatives. Continual population growth typically will continue to push up demand.

Soft drinks will never go away, in the same way ice-cream and candy will never disappear - because it is a comfort and feel good food.

No doubt juice, tea, water will provide a slight hedge to the declining soft drink model.

The strong distribution channel and brand power are the key competitive advantages for CCL