Leveraging sustainability to grow PepsiCo brand penetration

Leveraging sustainability to grow PepsiCo brand penetration
Uncovering key insights into the important and growing Eco-Active audience, to help PepsiCo find new growth opportunities around sustainability.
Yerik Rod, Global Insights Director, PepsiCo.“Team, this sustainability/penetration story has been a great success to support our pep+ goals. Thanks again for the simple yet powerful story you have pulled together.”

Challenge

PepsiCo’s strategic end-to-end transformation strategy PepsiCo Positive (pep+) is focused on driving positive action for the planet and people.

Sustainability is a key area of development for PepsiCo, guiding how it sources ingredients, makes products and builds its supply chain. They therefore wanted to demonstrate the positive impact that sustainability-related activities have on a brand’s performance, and to quantify the opportunity for its portfolio of brands. 

Approach

We provided purchase data-backed case studies to highlight the sustainability success stories of different brands that really drove penetration in the market.

Additionally we analysed key PepsiCo categories and measured the performance of PepsiCo brands with the Eco-Actives audience, using data from our ‘Who Cares, Who Does’ study to quantify the opportunity.

Insight

  1. Some PepsiCo brands are currently under-trading with the growing Eco-Actives segment.
  2. The brands winning with Eco-Actives focus on a series of sustainable credentials (packaging, natural ingredients, locality etc.)

Impact

We quantified the business opportunity for PepsiCo to improve penetration among Eco-Actives. The study was widely circulated across the PepsiCo organisation at regional and executive levels to influence portfolio transformation.

The project has been key in driving the pep+ agenda and in providing actionable guidance to help prioritise sustainable opportunities

for the business to leverage.