From the U.S. to Europe

: the challenges and opportunities of expanding American prebiotic soda brand, Poppi. A study of consumer perceptions, market viability, and marketing strategies in a cultural context

Abstract

The functional beverage industry has seen rapid growth in recent years, driven by increasing consumer interest in health and wellness. In particular, prebiotic sodas have emerged as a promising category, offering gut health benefits while serving as an alternative to traditional soda. However, the market for prebiotic sodas in Europe remains untapped compared to the United States. This study investigates consumer perceptions, purchase intent, and market barriers for prebiotic sodas in Europe, using Poppi as a case study. A survey of 133 valid respondents, including a sample of European consumers, examined factors such as awareness, price sensitivity, trust in health claims, and taste vs. health prioritization. Statistical analyses, including Chi-Square tests, ANOVA, and Wilcoxon Signed-Rank tests, were conducted to determine key purchase drivers. Findings indicate that awareness of prebiotic sodas is significantly lower in Europe than in North America, but openness to trying new beverages remains high. Price sensitivity did not significantly impact purchase intent, suggesting that premium branding should be prioritized over affordability. European consumers prioritize health benefits over taste, but regulatory restrictions in the EU limit the effectiveness of gut-health-focused marketing. Instead, emphasizing natural ingredients, fiber content, and effective brand storytelling may be a more beneficial approach. This study applies Hofstede’s cultural dimensions framework to analyze consumer behavior and provides strategic recommendations for branding, product positioning, and market entry strategies to optimize Poppi’s potential success across Europe.

Date of Award	24 Apr 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ricardo Reis (Supervisor)