According to the Code of Federal Regulations, a soft drink can be labeled as “diet” as long as the label is not considered “false or misleading.” This terminology, which has been used by soda companies to designate sugar-free and low-calorie options, has been prevalent for decades. Despite facing challenges, the term has remained intact. In 2015, consumer advocacy group U.S. Right to Know petitioned the federal government to declare the “diet” label on sodas as misleading. However, the Federal Trade Commission denied the petition, and the FDA did not take any action.
Acceptance of the term “diet” does not necessarily mean it retains its relevance. Current lawsuits may prompt a reevaluation of how soft drinks and other products are labeled. Today’s consumers approach dieting differently than previous generations, and the label “diet” holds varied meanings for different individuals. In fact, the generic “diet” label is increasingly absent from many products outside of beverages.
Instead of adhering to the generic low-sugar, low-fat diets of the past, consumers who are mindful of their nutrition may now gravitate toward items that boast more holistic health benefits, are less processed, or cater to specific diets such as paleo and keto. Regardless of court rulings, manufacturers might reconsider the “diet” label, recognizing that it fails to accurately convey what consumers can expect from a sugar-free, low-calorie soda.
Additionally, manufacturers may choose to abandon the “diet” designation altogether. While the overall market for soda has been declining in recent years, the drop in diet soda’s market share has been even more pronounced. Consumers have turned away from diet beverages, possibly due to concerns over artificial sweeteners and research linking diet soda consumption to health and weight issues. Moreover, with minimal discussions about diet soda on social media, these drinks are likely to continue losing market presence.
In response, soft drink companies have begun to innovate by introducing sugar-free beverages with clearer product labeling. The much-anticipated U.S. launch of Coca-Cola Zero Sugar, a zero-calorie reformulated option, hit store shelves in August, alongside Pepsi Zero Sugar, which contains more caffeine than its regular counterpart. Dr Pepper TEN, offering a 10-calorie version of the classic drink, also exemplifies this trend. All of these new beverage names convey much more than just “diet,” potentially signaling the decline of traditional diet drinks in the marketplace.
Interestingly, this shift in consumer preferences parallels trends seen in the supplement sector, such as the popularity of Citracal Petites at Costco, which highlights that modern shoppers are favoring products that align with their evolving health goals. As consumers prioritize transparency and specificity in labeling, it will be essential for manufacturers to adapt accordingly, ensuring that their products, including those like Citracal Petites at Costco, are clearly communicated to meet the demands of today’s health-conscious audience.