Strategies used by the soft drink industry to grow and sustain sales: a case-study of the Coca-Cola company in East Asia
Open accessAbstract
BACKGROUND: The market and non-market activities of the food and beverage industry contribute to unhealthy and unsustainable dietary patterns, increasingly in low-income and middle-income countries (LMICs). We aimed to describe how The Coca-Cola Company (TCCC), as the world market leader in the sugar-sweetened beverage sector, operationalises their activities in LMICs in East Asia, among the world's most highly populated yet under-researched countries, to illustrate the ways in which these activities may negatively influence health outcomes. METHODS: We adopted a theoretically-guided qualitative research design and documentary analysis method. Data sources included: industry documents and web pages, marketing case studies obtained from the World Advertising Research Centre, media reports, global trade summaries and websites of industry associations. To guide data analysis, we synthesised a conceptual framework from existing commercial determinants of health literature, to describe ways in which the market and non-market activities of TCCC influence health. RESULTS: TCCC leverages subsidiary companies and investments in international networks to expand its supply chains. The company engages in frequent political activities to minimise the implementation of nutrition policies that may impact profits. The company markets products, particularly on digital and mobile devices, often targeting children, adolescents and mothers, and undertakes public relations activities related to human rights, environmental sustainability and community and economic supports, and these public relations activities are often integrated into marketing campaigns. The identified activities of TCCC are frequently in direct contrast to efforts to improve the healthfulness of population diets in East Asia LMICs. CONCLUSIONS: A public health analysis of the market and non-market activities of corporations active in unhealthy commodity industries needs to be broad in scope to cover the diverse set of strategies used to increase their market power and influence. Governments should consider a suite of policy options to attenuate these commercial determinants of unhealthy diets.
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One study found that over half of Coca-Cola Co.'s marketing campaigns in East Asian Low- and Middle-Income countries were targeted at teens and/or young adults.
“One study found that over half of Coca-Cola Co. ' s marketing campaigns in East Asian Low- and Middle-Income countries were targeted at teens and/or young adults (Huse et al. 2022).”
From Corporate concentration and power matter for agency in food systems (2025) · cites this paper as Huse et al. 2022
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Corporate concentration and power matter for agency in food systems
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- Authors
- Huse, O., Reeve, E., Bell, C., Sacks, G., Baker, P., Wood, B., & Backholer, K.
- Affiliations
- Deakin University (AU)
- Corresponding author
- Huse, Oliver
- Venue
- BMJ Global Health
- Publisher
- BMJ
- Published
- 2022-12
- Volume
- 7
- Issue
- 12
- Pages
- e010386
- ISSN
- 2059-7908 (ISSN-L)
- PMC
- PMC9730366
- OpenAlex
- W4310808903
- Cited by
- 36
- References
- 102
- Citations by year
- 2026: 7 · 2025: 14 · 2024: 10 · 2023: 5
- FWCI
- 6.85
- Type
- journal article
- Language
- en
- Open access
- gold
- doi.org
- Licence
- Locations
- BMJ Global Health (publishedVersion, cc-by-nc)
- PubMed Central (publishedVersion, cc-by-nc)
- PubMed (publishedVersion)
- LSHTM Research Online (London School of Hygiene and Tropical Medicine) (acceptedVersion)
- DOAJ (DOAJ: Directory of Open Access Journals) (submittedVersion, cc-by-sa)
- Figshare (submittedVersion, cc-by-nc)
- Funders
- Australian Government
- UNICEF China
- Australia New Zealand Obesity Society
- Australian Research Council
- The Australian Department of Foreign Affairs and Trade
- National Heart Foundation of Australia (102035, 102047)
- National Health and Medical Research Council (GNT2008535)
- National Health and Medical Research Council of Australia (APP1132792, APP1169322)
- UNICEF East Asia and Pacific
- The World Health Organization
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Global Public Health Policies and Epidemiology
- Social Sciences › Economics, Econometrics and Finance › Economics and Econometrics › Economics of Agriculture and Food Markets
- Health Sciences › Health Professions › General Health Professions › Public Health Policies and Education
- Keywords
- soft drink industry, sugar-sweetened beverages, commercial determinants of health, corporate marketing strategy, lobbying, nutrition policy, public relations, unhealthy diet, East Asia, low- and middle-income countries, public health policy
- MeSH terms
- Adolescent, Carbonated Beverages, Child, Coca, Asia, Eastern, Female, Food, Humans, Food Industry
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
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