Despite its extensive environmental footprint, Coca-Cola has been named the non-alcoholic drinks brand with the highest sustainability perceptions value on a global level, according to the latest edition of Brand Finance’s Sustainability Perceptions Index.
The Sustainability Perceptions Index is based on research from Brand Finance’s Global Brand Equity Monitor (GBEM). This index measures the influence of sustainability on brand consideration across different sectors. It also provides insights into which global brands are perceived by consumers as the most committed to sustainability.
Coca-Cola leads the way
Coca-Cola leads the list with a sustainability perceptions value of $5.2 billion. This indicates that the brand’s sustainability efforts, whether through marketing or genuine environmental initiatives, resonate strongly with consumers.
Pepsi ranks second, with a value of nearly $3.0 billion, with the close competition between Coca-Cola and Pepsi mirroring their rivalry in overall market dominance.
Nongfu Spring, a major player in China, ranks third with a sustainability perceptions value of $1.3 billion, while energy drinks giants Red Bull and Monster Energy, secure the fourth and fifth positions, with values of $1.2 billion and $1.0 billion respectively.
Gatorade ($805 million), Dr Pepper, ($664 million) and Sprite ($660 million) follow in sixth, seventh and eighth positions respectively, while Nescafé and Nespresso round off the top ten with sustainability perceptions values of $652 million and $375 million respectively, represent the coffee sector’s growing focus on sustainability.
Positive gap value
According to the data, Pepsi has the highest ‘positive gap value’ among the brands in the rankings, amounting to $212 million. A positive gap value indicates that a brand’s actual sustainability performance is stronger than how it is perceived.
This suggests that by improving communication about its sustainable business efforts, Pepsi could potentially generate an additional $212 million in value.
“The non-alcoholic beverage industry is experiencing unprecedented growth, driven by a confluence of factors including health consciousness, changing consumer preferences, and a desire for innovative and exciting taste experiences,” commented Savio D’Souza, valuation director at Brand Finance. “As consumers continue to seek out functional beverages, sustainable practices, and unique flavour profiles, the sector is poised for an exciting era of expansion.” Read the full study here.
