Coca-Cola Taps China's Growing Appetite for Localised Products

Coca-Cola is doubling down on its localisation strategy in China as sales grow. The beverage giant posted an 8% unit case volume growth across Asia Pacific in Q2, and is tapping into localised product innovation, digital engagement, and community initiatives to strengthen consumer connections.

The company's investment in China extends beyond product development and commercial growth, with its 'Clean Water 24 Hours' emergency response initiative launched to support communities during times of crisis.

China is also positioning alternative proteins at the heart of its future food strategy, according to Prof Li Zhaofeng, vice president of Jiangnan University. This aligns with Chinese President Xi Jinping's directives to seek nutrition beyond traditional agricultural sources.

The country has implemented an anti-food waste law, where catering service providers are required to remind customers to avoid excessive ordering and can charge a disposal fee for large amounts of leftovers. However, the law also wrestles with cultural norms that equate abundant food with hospitality and generosity.

In addition, China's protein intake is low, with 45% of adults not getting enough protein in their diets, particularly in rural populations and among the elderly. This has led to a push for protein innovation, with companies like Angel Yeast developing new proteins using biological science and technology.