As we know that carbonate soft drink (hereafter soft drink) has been very popular among people at all ages worldwide, as well as in Thailand. There are many academic researches about business market and consumers’ health which are both trying to catch and evaluate consumers’ behavior. Hence, the literature review aims to present the existing data and previous studies significantly related to my research.
First of all, the market research has revealed that in 2009 the carbonate soft drink is a huge part of the total drink market, representing 43% of the total share of throat in the soft drink category, for a total value of THB 109 billion. (Nakmongkol, 2009) Nowadays, the soft drink brands are many, some that we all know well are Coca-Cola, Fanta, A&W, sprite, and so on. The growth of the sector is not high, but gradually increases. The Thai soft drinks market had total revenues of 127 billion in 2013, representing a compound annual growth rate of 4.1% between 2009 and 2013. Moreover, the market performance is forecast to decelerate, with an anticipated CAGR of 3.2% for the five-year period from 2013 to 2018, which is expected to drive the market to a value of 148 billion by the end of 2018. (Market Research, 2014) However, this result clearly shows that the Thai consumers’ behavior is growing in somewhat.
Because of it taste and flavors, soft drink becomes very popular but most people consuming it without knowing what is it made from. Soft drink is non-alcoholic beverage, usually carbonated, consisting of water (soda water), flavoring, and a sweet syrup or artificial sweetener. It is normally containing a natural or artificial sweetening agent such as, edible acids, natural or artificial flavors and which make the flavors same as natural flavors are acquired from fruits, nut, berries, roots, herb, and other plant sources. (Korab, 2013) The amount of calories varies in soft drink is depending on the sweetener used. The bubbles in soft drinks come from the carbon dioxide added under pressure into the beverage solution. Sparkling beverage also contain small amount of sodium, primary from the water used to produce the beverage. Soft drink may also supply phosphorus and small amounts of potassium. The unique flavor profile and refreshing quality of a sparkling beverage is at its best when there is a good balance of carbonation in the drink. (The Coca-Cola Company, 2013) Some people get confused with the difference between soft drink and soda. Yet, soda is considered one type of soft drink.
Another interesting issue is to explore why people usually consume soft drink and soda. According to Dr. Robert Petros (2014), soft drink is not completely harmful to human body. He proposed that people consuming soft drinks can actually get some benefit from it. For the first reason, sugar from soft drink gives energy and it makes consumer feel awake from sleepiness because of some amount of caffeine put in it. Second, it definitely makes consumer feel fresh and inevitably soft drinks are usually tasty. Indeed, Dr. Petros insisted that when people consume some amount of soft drink, it helps to stimulate the central nervous systems and to lose fat in liver. Moreover, for those who consume caffeine regularly are less likely to develop Parkinson’s disease, Gallstones, Colon cancer and Cirrhosis of the liver. (Petros, 2015) In addition, Vlad Barman (2014) has made other positive points from consuming carbonated soft drink. First, it helps to relieve stomach problems like nausea and indigestion. A study released by the Journal of Gastroenterology & Hepatology in 2002 proven the positive effect of soda on indigestion. Although there is a few new researches on this drink, many people enjoy soda and non-caffeinated beverages to reduce nausea. (Barman, 2014) Moreover, there are some other benefits that consumer will get from consuming soft drink such as treating constipation, good for hydration, and curing kidney problems.
Nevertheless, another fact that most people are considering is the negative effects of soft drinks. Most people consume over amount of soft drink and it has caused many health problems; bones fragile, kidney damage, obesity, increase blood pressure, possible damage, cell ability, and so on. Vlad barman (2014) also pointed some negative effects from consuming too much soft drink. These include blood sugar problems, weight gain and obesity, dangerous to pregnancy, reproductive problems, metabolic problems, body cell damage, body calcium damage (bones and teeth) , and so on. In order to measure the over consuming of soft drink, the American Academy of Pediatrics recommends that adolescents get no more than 100 milligrams of caffeine a day. Younger children should not drink caffeinated beverages on regular basis. (Mayo Clinic, 2014) Furthermore, considered the worst case, soft drink is toxic stuff. It is not only enriched with diabetes-inducing high-fructose corn syrup, but by consuming too much of the bubbly stuff has also been linked to an increased risk of heart attack and stroke. Since soft drinks has contained genetically modified ingredients and phosphates, preservatives that have been linked to kidney disease and accelerated aging. (Main, 2012) Clearly, it is not something you want as part of a regular diet. But at some point after consuming, we will crave for more sweetness and freshness something fizzy, and it finally becomes our consumption behavior and even culture of such a health-ruining toxic water.