As consumer habits change in the food and beverage categories; PepsiCo is digesting a constant stream of data to keep up with its target audiences.

The organization’s digital diet is supported by a tool – built in partnership with analytics specialist Black Swan – that offers a real-time view of the latest culinary and refreshment options that are generating buzz and burgeoning in popularity among consumers.

“Our need was to look for a unified, common view of trends. And that's because these trends are chaotic market forces … that are really changing our categories and our markets,” Maneesh Kaushik, PepsiCo’s global insights director, told an audience at the 2018 Cannes Lions International Festival of Creativity.

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Maneesh Kaushik, Global Insights Director, PepsiCo