Core Insights - The article highlights the shift in consumer demand from "sugar-free with sweeteners" to "naturally healthy sugar-free" beverages, indicating a growing preference for products without artificial sweeteners [1] - The sugar-free carbonated beverage market is experiencing a recovery after two years of decline, with a notable increase in both at-home and out-of-home consumption starting in Q1 2025 [1][10] Market Trends - The demand for sugar-free carbonated drinks has been significantly influenced by the pandemic, with consumers viewing these beverages as a guilt-free indulgence [5] - The importance of the "enjoyment factor" in carbonated drinks is emphasized, with sugar-free options needing to highlight their unique pleasurable attributes to compete with sugary counterparts [5][17] - The out-of-home consumption of sugar-free carbonated drinks remains dominant, accounting for 60% of total sales, with a notable increase in consumption during work hours [10][17] Consumer Behavior - There is a rising importance of sugar-free carbonated drinks in lower-tier cities, with sales in these areas showing significant growth due to increased purchasing intent and convenience through e-commerce [16][13] - The afternoon work hours are identified as a key consumption period for sugar-free carbonated beverages, suggesting a targeted marketing opportunity for brands [10][17] Brand Strategy - Brands are encouraged to leverage the recovery of the sugar-free carbonated market by emphasizing the category's advantages and focusing on enjoyment while differentiating from sugary options [17] - The article suggests that brands should capitalize on the growing demand in lower-tier cities and enhance their presence in e-commerce channels to maximize market potential [16][13]