As consumers tap into the wellness trend, search terms and purchase behavior alike increasingly lean into health awareness. But while beverage brands are beginning to respond, consistent messaging fizzled out across mediums.
And while influencers offer another touchpoint to generate brand awareness, the presence of private-label brands across beverage categories brings its own set of challenges.
The 2019 Gartner Digital IQ Index for Beverages US benchmarks the digital performance of 91 brands. To learn more, visit Gartner.com/marketing.