SodaStream (NASDAQ:SODA) & ‘Health and Wellness’?

When doctors, nutritionist and health professionals recommend healthy food the top most precaution on their list is to avoid soda drinks altogether, in any form or flavor. Despite these very clear lines drawn between physical wellbeing and steering clear of soda drinks, SodaStream (NASDAQ:SODA) is trying to create some type of breakthrough to align these two concepts. According to SodaStream (NASDAQ:SODA) there is a possibility to change people’s attitude towards soft drinks from detrimental to hale and hearty. SodaStream (NASDAQ:SODA) trying to increase sales all over the U.S., saw a raise in its shares to 2.4% at a value of $32.94 on Tuesday morning. This raise attributes to the fact that the company has created survival goals and in the task of achieving them they have cut down extra costs.

The Israeli based soda producers have been successful in attaining a target of $141.2 million in the second quarter of this year, which was 6.6% higher than last year’s revenue. This growth is due to the fact that it has shown improved sales in three out of its four geographical operation areas. The biggest of them being Western Europe, where the raise was amount 14% that totals to about $77.7 million in monetary benefits. CEO Daniel Brinbaum passed a very interesting remark on this outcome saying that the gas refills have been on a record higher for the home based carbonation systems. This very clearly indicates that people are becoming more used to this system inside their houses and it is becoming cohesive with their home life. SodaStream (NASDAQ:SODA) is slowly yet gradually becoming a part of every household.

The only area where SodaStream (NASDAQ:SODA) is facing problems is in America, where the region did not seem more open to this carbonation system as compared to the rest of the world hence an obvious decline in the sales. This downfall is almost 14% hence costing the company $40.9 million in money. The consumer demand has not increased at all and thus the soda maker volumes remained under intense stress. All this contributed to the decline of sales in the second quarter of the year 2014.

SodaStream (NASDAQ:SODA) is still expecting a positive outcome overall as their on ground generation is worth $590.8 million and the overall benefits accounts for around $4.1 million. Both the outcomes are estimated to be 5% higher than they were in 2013. The CEO of the company Birnbaum goes on the record to say that he wants to change the attitude towards soda drinks even if he has to device a whole new marketing strategy. They want to make their message more health oriented to increase the credibility of their product so that it can become more attractive for health conscious consumers. He says that if all the necessary adjustments are made, they will surely be able to create a noticeable mark on the soda market. Most importantly they will be able to increase sales in United States which is currently the problem child for the company.