Coke Zero shares looking shakyCoca-Cola has lost market share over the past 12 months on its low-calorie beverage variant Coke Zero. The company launched the product in 2006, the first addition to the Coke line in 22 years, and hoped that it would be as popular as Diet Coke within ten years, according to Marketing magazine. However, 2009 saw the market share of Coke Zero drop one per cent to 2.2 per cent and although this rose back up to 2.5 per cent in January 2010, Diet Coke gained one per cent market share in the same period, taking 26.8 per cent. Critics believe that Coca-Cola's attempts to market Diet Coke solely to women and Coke Zero to men is a mistake. Jonny Forsyth, senior drinks analyst at Mintel International, said: "The idea that it will someday be a rival in share to Diet Coke is fanciful." Coca Cola recently announced that it will launch its new The Love It Light brand campaign this month, which is aimed at promoting its Diet Coke product to women. Posted by Philippa Atkins.  | |||||||||||||||||||||
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