Tracking Consumer Perceptions of ‘Zero’ vs. ‘Diet’ Labelling
Methodology
Type of Study
Sample Size
Sample Size
Industry
Segment
Sub-Segment
Target Audience
the challenge
In the race to appeal to health-conscious drinkers, brands label their low-calorie sodas as either “Zero” or “Diet.”
But consumers don’t see these terms as interchangeable. The challenge is understanding which label resonates more—and why.
Our Approach
We conducted an API-enabled CAWI study with 1,200 general consumers across APAC, exploring how people perceive, choose, and trust soft drinks based on “Zero” versus “Diet” labels.
Key Insights
Consumers perceive “Zero” as more modern and lifestyle-driven, while “Diet” feels dated and linked to older health trends.
Despite identical formulations in many cases, “Zero” wins favor with younger audiences due to its branding tone and perceived neutrality. Confusion still exists, but emotional branding makes the difference.
Impact
Beverage marketers are now re-evaluating naming conventions and shifting promotional focus. Brands leaning into “Zero” messaging are seeing stronger engagement from younger consumers and improved performance in digital trials.
Conclusion
In a crowded market, words matter. ‘Zero’ sells modernity—‘Diet’ sells familiarity. The gap is perception, not product.