Moreover, as consumers move towards healthier options, it would not necessarily have to be a single new entrant that causes a problem for the beverage behemoth. Several new entrants to the industry at once could fragment it to the point that it affects Coca-Cola’s bottom line. As smaller companies attempt to enter the beverage market, this threat becomes more of a possibility. It may not be very likely, but anyone investing in Coca-Cola should at least keep an eye on the competitive landscape.