The 411 with Dunn

By Jenny Dunn

April 9, 2025

As part of my marketing research journey for PepsiCo’s proposed product, Elderberry Delight, I have conducted several primary and secondary research stages to inform my final marketing proposal. My research has been focused on identifying demand, preferences, and viable marketing strategies for a functional beverage that supports immune and cognitive health. The process has provided rich insights, uncovered industry-aligned trends, and revealed some limitations that shape the next strategic planning steps.

Supporting Organizational Objectives Through Market Research

PepsiCo is a global leader in beverage innovation, and the introduction of Elderberry Delight is aligned with its ongoing expansion into the health-conscious segment of the market. The company has already seen success with wellness-forward products like Propel and Gatorade, and Elderberry Delight seeks to build on that momentum. My market research—surveys, competitive analysis, and industry trend evaluation—has revealed significant interest in functional drinks made with natural ingredients. According to the International Food Information Council (2022), 61% of U.S. consumers report actively seeking foods and beverages that offer immune support. This supports PepsiCo’s goal to stay ahead of consumer health trends and diversify its product portfolio with offerings catering to wellness and taste.

Survey results also helped identify consumer preferences for zero-calorie beverages, sugar-free sweeteners, and adaptogenic ingredients such as ashwagandha and lion’s mane. These insights allow for product formulation that resonates with consumers’ values and wellness goals, helping PepsiCo maintain relevance in a competitive beverage landscape.

Industry Trends and Their Implications

The functional beverage market is growing rapidly, with a global value expected to exceed $200 billion by 2030 (Mintel, 2023). Current trends include the rise of plant-based ingredients, adaptogens, nootropics, and sustainability-driven packaging—all reflected in Elderberry Delight’s formulation and branding strategy. The post-pandemic focus on preventative health is not a temporary spike but appears to be reshaping long-term consumption behavior. Products promoting immune function, stress relief, and mental focus are in high demand.

Future trends are expected to emphasize even greater personalization—such as beverages tailored to specific cognitive goals or metabolic needs. For PepsiCo, this means potential long-term investment in customizable drink lines and expanding its direct-to-consumer platform, an approach already in progress with its e-commerce efforts.

Legal, Ethical, and Industry Alignment

A critical part of the marketing strategy for Elderberry Delight is ensuring that all claims made—particularly regarding immune and brain health—are fully compliant with FDA regulations. Hair (2023) emphasizes that ethical data collection and honest advertising are essential to long-term brand trust and legal protection. Therefore, all ingredient benefits will be presented transparently and non-medicalized, supported by scientific literature but with clear disclaimers (Read et al., 2019). Additionally, the strategy prioritizes sustainable packaging and ethically sourced ingredients, aligning the product with industry standards and consumer expectations for environmental and social responsibility.

Limitations Encountered

While the research has been informative, it has not been without limitations. One primary challenge was the relatively small sample size of the initial consumer survey, which limited the generalizability of the findings. The data gathered provided directional insights, but additional large-scale quantitative research would be needed to validate market assumptions fully. Another limitation was the availability of real-time sales or usage data for competing functional drinks, which could have provided more substantial benchmarking comparisons.

Additionally, while social media sentiment and focus group feedback provided valuable qualitative insight, they were time- and resource-intensive to compile. Partnering with professional research firms in a full-scale market launch would be advisable to scale insights effectively and quickly.

Conclusion

Preliminary findings indicate that Elderberry Delight is well-aligned with consumer demand, PepsiCo’s innovation goals, and broader industry trends. With a clear, research-backed marketing strategy that emphasizes health, transparency, and taste, this product has the potential to stand out in a crowded but growing marketplace. While some research gaps remain, the foundational insights developed through this project offer a strong base for refining the product and advancing toward a successful launch.

References

Hair, J. F. (2023). Essentials of marketing research (6th ed.). McGraw-Hill Higher Education.

International Food Information Council. (2022). 2022 Food and Health Survey. https://foodinsight.org/2022-food-and-health-survey/

Mintel. (2023). US Functional Beverages Market Report. https://www.mintel.com/

Read, S. A., Obeid, S., Ahlenstiel, C., & Ahlenstiel, G. (2019). Zinc and immune function: The biological basis of altered resistance to infection. Journal of Immunology, 4(6), 143–159.