Innovation must start with the consumer, not the product

Across markets, we see consumers making more intentional choices. They are weighing every purchase against value, relevance, and real need.

In Uganda, this is part of daily life. Consumers are asking practical questions: Is this enough? Does it fit the moment? Am I getting real value for what I am spending? These are the questions guiding choices at the shelf and shaping how we serve our communities.

For businesses that serve consumers every day, this shift is redefining what meaningful innovation means.

For many years, innovation in fast-moving consumer goods meant more variants, more formats, and greater visibility. That approach helped drive growth before. Today, the standard has changed. What matters most is whether a solution meets a real need and fits naturally into daily life.

According to the PwC Global Consumer Insights Survey (2023), more than 69% of consumers globally prioritise value for money, even above brand loyalty. That shift is changing how products are chosen, consumed and judged.

In other words, innovation must start with the consumer, not the product.

At Coca-Cola Beverages Uganda, this thinking continues to shape how we evolve our portfolio and how we show up in the market.

Take Coke Zero, for example. It was not introduced simply to offer another option; it responded to a growing number of health-conscious consumers who want to enjoy Coca-Cola without sugar and without compromising on taste.

The same is true for flavour extensions like Fanta Pineapple, launched in 2025. This reflects the unique tastes of Ugandans and brings variety and excitement to our range, while remaining accessible to everyone. Alongside favourites like Fanta Orange and Sprite, it helps us stay relevant for every occasion.

But innovation is not only about what is in the bottle. It is also about how the brand connects with people.

Initiatives such as Market Activation Recruitment Week(MARK) - a Coca-Cola system teams initiative that invites employees from across our business to immerse themselves in our markets and experience the trade firsthand – represents another important dimension of innovation that gives us the opportunity to listen, learn and turn our insights into action.

The same thinking applies to how we support our direct customers and retail partners, who play a critical role in the consumer experience. In 2024 alone, we deployedmore than 47,000 branded coolers across the market, with further rollout underway. This helps ensure that more consumers can access our beverages cold, fresh and ready to enjoy.

More recently, the introduction of the 1 Litre PET pack builds on the same idea. It helps solve a common consumer tension: buying too little or paying for more than is needed. Positioned between smaller single-serve packs and larger formats, it offers a practical option that feels just right for many occasions.

The most meaningful innovation today is the kind that fits so naturally into everyday life that it quickly becomes the obvious choice.

Growth will not come from simply doing more. It will come from doing what matters most. That means listening more closely, understanding more deeply and responding with solutions grounded in real consumer behaviour.