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Coca-Cola announced Wednesday that Henrique Braun will take over as CEO, replacing James Quincey, as the beverage giant aims to expand in the growing health-conscious drink market.

Braun, a longtime company insider, will officially assume the role on March 31, while Quincey will transition to executive chairman.

Since joining Coca-Cola in 1996, both Braun and Quincey have built extensive global leadership experience within the company.

Braun was recently promoted to chief operating officer in January, bringing experience in supply chain management, bottling operations, and new business development.

According to Reuters, Braun emphasized that his focus will be on maintaining the company's current momentum and collaborating with bottlers to drive future growth.

"We'll work to unlock future growth in partnership with our bottlers,"

Coca-Cola has successfully maintained a strong position in a volatile consumer landscape thanks to its portfolio of zero-sugar beverages and premium products such as Fairlife milk.

This focus on healthier and more premium offerings has helped the company outperform competitors like PepsiCo during challenging market conditions.

Under Quincey's leadership since May 2017, Coca-Cola's stock price has risen nearly 63%, while the company diversified its offerings to include low-calorie drinks, sparkling water, coffee, energy drinks, and milk.

"Quincey set a high bar. Investors should expect the new CEO to continue to refresh the portfolio of brands," said Kimberly Forrest, chief investment officer at Bokeh Capital Partners.

Coca-Cola Adapts to Global Consumer Shifts

The shift comes as consumer goods companies try to balance the needs of both high- and low-income shoppers while managing supply chain issues and tariffs.

Coca-Cola is adjusting to shifting consumer tastes as more people look for low-calorie options and locally made drinks.

Those changes have already affected the company's performance in big markets like the US, India, and China, EconomicTimes reported.

To help guide the company through this transition, Coca-Cola is turning to Braun's global experience.

Over the years, he has overseen major operations in Brazil, Greater China, and South Korea, and also led the company's International Development division.

In the US, Coca-Cola is juggling new regulations and updating its products in response—one example being the launch of a cane sugar version of its classic soda, sold in glass bottles.

Even with these challenges, the company says it's staying focused on innovation and widening its lineup to keep up in a rapidly changing beverage industry.

"We'll work to unlock future growth in partnership with our bottlers," Braun said, signaling a continued commitment to innovation and consumer-focused expansion.