We all see the breakout numbers that Soda provides but how much hidden business is out there. Meaning what prevents a savy Sodastream owner from taking KO or PEP syrup that you can buy on the market and use it.in their Sodastream. Does the Soda syrup revenues tie off to the number of CO2 useage to understand if that is happeniing and to what degree.
Are you failing to adjust the conversation to include: None are made with cane sugar and have all the better-for-you ingredient proportions SODA syrups have which is why SodaStream users buy Sodastream syrups by and large. It's a hard habit to break once initiated, just ask the German Market Manager. They came to SodaStream from KO or PEP, remember?
I hear you Seth. AND agree of the positive business Soda has cornered. I guess my question was coming from a different angle. One, this could be another reason why KO and PEP doesn't bother with buying Soda. They have the benefit of selling syrup and not p----ing off the bottlers. Two, if there is a target ratio that Soda follows, how much syrups useage vs CO2 by number of machines in the market to insure their business model is holding or if some tweaking is needed. All positive items to deal with for Soda
I don't think this question was thought through. Obviously a reason that Soda stream users continue to buy the Soda stream flavors as Seth said. Your always going to have some people that buy other flavors from other cmpanies but the majority is what sodas tream keeps. 60 flavors compared to one or two from another company. Waste of time.