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The Death of Soda: 11 Slides on Why the Industry Has Gone Flat

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The Death of Soda: 11 Slides on Why the Industry Has Gone Flat

When you think of the iconic American brands of the 20th century, names like Coca-Cola and Pepsi have to rank pretty highly on any list.

Both fizzy beverages became household names nearly 100 years ago and even butted heads in one of the most infamous and long-lasting marketing battles of all-time. In the process, both brands have sold billions of bottles of product, creating powerful foundations for their sprawling beverage empires of today.

While the soda industry has seen incredible global growth over the years, it seems all good things must come to an end.

Today’s slides on The Death of Soda come to us from Dynamic Wealth Research, and they show how new consumer preferences have left the soda industry flat, forcing its titans to scramble to recapture market share. We also see what is replacing sugary beverages, and the market potential behind some of these new segments.

1. U.S. Soda Consumption is at a 30-year low

U.S. Soda Consumption is at a 30-year low

Soda consumption in the U.S. has dropped from 50 gallons to 37.5 gallons per capita between 2000 and 2017. It’s now at a 30-year low.

2. Bottled water is taking over

Bottled water is taking over

For the first time in U.S. history, more bottled water is being sold than soda per person. It’s a fundamental shift in consumer habits – if you look at the graph, you can see that as recent as the mid-2000s, people drank twice as much soda per capita.

3. Calorie consumption is changing

Calorie consumption

Most of us are eating differently these days, but these changes are extremely evident when looking at calorie consumption of children. As you can see, sugar sweetened drinks are falling off the map in a big way.

4. People are drinking water, instead

Why people are drinking water

What’s getting substituted for sugar sweetened drinks?

Water is a big one: it’s healthy, convenient, and natural – all things that appeal to today’s health-conscious consumers.

5. The water market is maturing

Water market maturation

As the market matures, different segments an niches are being carved out. For example, water can be plain, sparkling, enhanced, or premium.

6. Consumers want more than plain water

Consumer water preferences

Plain water can also be poured from a tap, so it’s not surprising that consumers want to see their water enhanced in some way. Many are also sensitive to price.

7. The bottled water market is worth billions

Bottled water market size

In 2017, the global bottled water market was worth $199 billion.

8. Soda brands are scrambling

Soda brands scrambling to take action

Soda brands pushed their diet products, but this backfired as consumers became concerned about the impact of artificial sweeteners on their diets.

9. Coca-Cola is diversifying its business

Coca-Cola diversifying business

In response to the death of soda, companies like Coca-Cola are adding brands to their portfolio that can compete in less traditional segments. Examples of these brands include everything from energy drinks to coconut water.

10. Big brands are buying up smaller companies

M&A in the beverage sector

Big fish like Coca-Cola and PepsiCo are gobbling up innovative beverage startups in order to compete in these new and emerging segments.

11. The trend is your friend

Future trends

As the beverage industry continues to get turned upside down by the death of soda, it creates opportunities for savvy investors. The global bottled water market will reach an impressive $307 billion by 2021, and new segments will continue to emerge as consumers become even more health-conscious.

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Demographics

How Different Generations Think About Investing

Each generation was shaped by unique circumstances, and these differences translate directly to the investing world as well.

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How Different Generations Think About Investing

View the full-size version of the infographic by clicking here

Every generation thinks about investing a little differently.

This is partially due to the fact that each cohort finds itself on a distinct leg of life’s journey. While boomers focus on retirement, Gen Zers are thinking about education and careers. As a result, it’s not surprising to find that investment objectives can differ by age group.

However, there are other major reasons that contribute to each unique generational view. For example, what major world events shaped the mindset of each generation? Also, what role did culture play, and how do things like economic cycles factor in?

Finding Generational Discrepancies

Today’s infographic comes to us from Raconteur, and it showcases some of the most significant differences in how generations think about investing.

Let’s dive into some of the most interesting data:

1. Investment Outlook

The majority of millennials (66%) are confident about investment opportunities in the next 12 months. This drops down to 49% when boomers are asked the same question.

2. Volatility

How did different generations of investors react to recent bouts of volatility in the market?

  • 82% of millennials made changes to their portfolios
  • 69% of Gen X made changes
  • 47% of boomers made changes
  • 32% of the Silent Generation made changes

3. Knowledge and Ability

In terms of investment knowledge, 42% of millennials considered themselves to be experts in the field. On the same question, only 23% of boomers could say the same.

4. Financial Goals

Back when they were 27 years old, 45% of Gen Xers said their primary goal was to buy a home. Compare this to just 23% of millennials that consider a home to be their primary investment objective today.

5. Managing Investments

The majority of millennials (66%) saw the ability to manage all aspects of personal finance, including investments, in the same app as being important. Only 35% of boomers agreed.

Similarly, 67% of millennials saw recommendations made by artificial intelligence as being a basic part of any investment platform. Both Gen Xers and Baby Boomers were more hesitant, with 30% seeing computer-based recommendations as being integral.

6. Impact Investing

Millennials are twice as interested in ESG (environmental, social, and governance) investing, compared to their boomer counterparts. In fact, the majority of millennials (66%) choose funds according to ESG considerations.

Reasons for Not Investing

While generations may have varying investment philosophies, they seem a little more in sync when it comes to having reasons not to invest.

StatementMillennialsGen XBoomers
Recognize future outlook would be better if they start investing72%73%57%
Want to try out investing with a low money commitment35%31%25%
Afraid of losing everything42%29%28%
Too worried about current financial situation to think about future49%46%32%
Find information about investing difficult to understand63%59%55%
Don't have enough money to start investing55%59%56%

There are some similarities in the data here – for example, non-investors of all generations seem to have an equally tough time learning about investing, and similar proportions do not believe they have the funds to start investing.

On the flipside, it seems that millennials are more worried about their financial future, while simultaneously seeing a risk of “losing everything” stemming from investing.

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Business

Here’s How Much the Top CEOs of S&P 500 Companies Get Paid

Does high pay for CEOs translate into company performance? See for yourself in this visualization featuring the top CEOs of companies on the S&P 500.

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How Much the Top CEOs of S&P 500 Companies Get Paid

How much do the CEOs from some of the world’s most important companies get paid, and do these top CEOs deliver commensurate returns to shareholders?

Today’s infographic comes to us from HowMuch.net and it visualizes data on S&P 500 companies to see if there is any relationship between CEO pay and stock performance.

For Richer or Poorer

To begin, let’s look at the highest and lowest paid CEOs on the S&P 500, and their associated performance levels. Data here comes from a report by the Wall Street Journal.

Below are the five CEOs with the most pay in 2018:

RankCEOCompanyPay (2018)Shareholder Return
#1David ZaslavDiscovery, Inc.$129.4 million10.5%
#2Stephen AngelLinde$66.1 million3.1%
#3Bob IgerDisney$65.6 million20.4%
#4Richard HandlerJefferies$44.7 million-14.9%
#5Stephen MacMillanHologic$42.0 million11.7%

Last year, David Zaslav led top CEOs by taking home $129.4 million from Discovery, Inc., the parent company of various TV properties such as the Discovery Channel, Animal Planet, HGTV, Food Network, and other non-fiction focused programming. He delivered a 10.4% shareholder return, when the S&P 500 itself finished in negative territory in 2018.

Of the mix of highest-paid CEOs, Bob Iger of Disney may be able to claim the biggest impact. He helped close a $71.3 billion acquisition of 21st Century Fox, while also leading Disney’s efforts to launch a streaming service to compete with Netflix. The market rewarded Disney with a 20.4% shareholder return, while Iger received a paycheck of $65.6 million.

Now, let’s look at the lowest paid CEOs in 2018:

RankCEOCompanyPay (2018)Shareholder Return
#1Larry PageAlphabet$1-0.8%
#2Jack DorseyTwitter$119.7%
#3A. Jayson AdairCopart$203,00082.2%
#4Warren BuffettBerkshire Hathaway$398,0003.0%
#5Valentin GapontsevIPG Photonics$1.7 million-47.1%

On the list of lowest paid CEOs, we see two tech titans (Larry Page and Jack Dorsey) that have each opted for $1 salaries. Of course, they are both billionaires that own large amounts of shares in their respective companies, so they are not particularly worried about annual paychecks.

Also appearing here is Warren Buffett, who is technically paid $100,000 per year by Berkshire Hathaway plus an amount of “other compensation” that fluctuates annually. While this is indeed a modest salary, the Warren Buffett Empire is anything but modest in size – and the legendary value investor currently holds a net worth of $84.3 billion.

Finally, it’s worth noting that while J. Jayson Adair of Copart was one of the lowest paid CEOs at $203,000 in 2018, the company had the best return on the S&P 500 at 82.2%. Today, the company’s stock price still sits near all-time highs.

Maxing Returns

Finally, let’s take a peek at the CEOs that received the highest shareholder returns, and if they seem to correlate with compensation at all.

RankCEOCompanyPay (2018)Shareholder Return
#1A. Jayson AdairCopart$203,00082.2%
#2Lisa SuAMD$13.4 million79.6%
#3François Locoh-DonouF5 Networks$6.9 million65.4%
#4Sanjay MehrotraMicron Technology$14.2 million64.3%
#5Ken XieFortinet$6.8 million61.2%

Interestingly, three of highest performing CEOs – in terms of shareholder returns – actually took home smaller amounts than the median S&P 500 annual paycheck of $12.4 million. This includes the aforementioned A. Jayson Adair, who raked in only $203,000 in 2018.

That said, there is a good counterpoint to this as well.

Of the five CEOs who had the worst returns, four of them made less than the median value of $12.4 million, while one remaining CEO took home slightly more. In other words, both the best and worst performing CEOs skew towards lower-than-average pay to some degree.

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